In the fast-food world, red and yellow means one thing: McDonald’s. The bright golden arches against a vivid red backdrop are a universal symbol of quick, convenient, cheap burgers and fries. Your mouth waters. Your foot taps the gas. Suddenly, you’re at the drive-thru. It’s not an accident.
“Red triggers stimulation, appetite, hunger; it attracts attention,” color psychologist Karen Haller told The Mirror. “Yellow triggers feelings of happiness and friendliness. When you combine red and yellow, it’s about speed, quickness. In, eat, and out again.”
But there’s a flip side. Fast, cheap, processed meat isn’t just unhealthy for our bodies—it’s also devastating for the planet. Still, the craving sticks, and it’s easy to see why. Most of us grew up with fast food—it’s convenient, accessible, and deeply nostalgic. In fact, research suggests that one in three Americans eats fast food every day.
But what if you could have the red and yellow experience—fries, umami-rich burgers, that instant rush—without the environmental cost? Enter: Mr. Charlie’s Told Me So—more commonly known as Mr. Charlie’s—a fast-food chain with a difference. No processed beef. No compromise on flavor. Just familiar, craveable food with an entirely new set of values.
Mr. Charlie’s, the vegan answer to McDonald’s, is growing in popularity
Mr. Charlie’s has the same iconic red and yellow branding as McDonald’s, but a menu that directly contradicts the fast-food giant—because it’s all vegan. Its Mr. Frowny Meals, for example, come with fries, a drink, and a plant-based burger or nuggets. You can also opt for the Not a Chicken Sandwich, the Double Not (a double plant-based burger with vegan cheese, pickles, onions, ketchup, and mustard), or the dairy-free Mr.FluffHead soft-serve.
Mr. Charlie’s
The menu was crafted by co-founder Taylor McKinnon, a chef with more than 25 years of experience. “To pivot from that world into plant-based and create something craveable wasn’t easy, but it was worth it,” he told VegNews. “I knew we’d hit it, and we did. The menu is what brings people back, and I’m proud of that. We’re still building. Still evolving. But that’s what makes us different—there’s nothing static about this. We grow with purpose.”
McKinnon launched the chain in 2022 with fellow co-founder Aaron Haxton. Today, it has three locations: Los Angeles, San Francisco, and Sydney, Australia. In 2024, it brought on boxing legend Mike Tyson as an investor. And most recently, it partnered with Access Capital Group area developer Patrick Lam to open 18 new sites across Arizona.
Amid a challenging restaurant landscape, Mr. Charlie’s isn’t just surviving—it’s thriving. We spoke with co-founders Taylor McKinnon and Aaron Haxton to find out what’s fueling their rise.
VegNews: You’ve called the plant-based, fast-food space “largely untapped at scale.” What do you think is holding it back?
Taylor McKinnon: It’s untapped because scaling is hard—especially in a space that’s still being defined. Rents are high, costs are high, and if your model isn’t tight, the cracks show. We moved slowly on purpose. We wanted to build something special, something with depth. Having a fantastic menu is important—but storytelling is everything. And we’re just authentically telling ours.
“Our story is everything we’ve been through and everything we stand up for. We believe the world needs more balance, more care, more truth. And we’re part of that. Everyone matters—people, animals, the planet. But the systems haven’t always reflected that. So we’re just trying to do our part, and we’re doing it with joy and color and purpose.”
VN: So why is Mr. Charlie’s the brand to break through?
TM: The people have spoken. Millions of them—showing up, supporting us, reminding us why this matters. That’s the only reason we’ve chosen to grow. The demand is real, and it’s coming from people who are ready for something that’s kinder, more honest, and actually fun.
Aaron Haxton: The QSR industry is full of repetition. But we approached it like artists—what could fast food feel like if it wasn’t limited by the old framework? Mr. Charlie’s is different because it’s layered. It’s color, it’s humor, it’s a message wrapped in comfort food. We’re not just responding to trends—we’re creating a cultural permission slip to eat with awareness and still have a good time. That’s why people are showing up.
Mr. Charlie’s
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VN: You’re expanding into Arizona—why now, and what kind of impact are you hoping to make there?
TM: Arizona is a big move for us. It’s not just about scale—it’s about showing what’s possible when you partner with the right people. Patrick Lam came in with vision and belief, and we saw a chance to build something meaningful across multiple locations. This rollout gives us the platform to do what we’ve always done: bring people in, feed them well, and make them feel welcome.
AH: Every new city is like a new canvas. We want each Arizona location to feel like a fresh expression of the same soul. This isn’t just expansion—it’s story-building. And if we do it right, it becomes part of the cultural fabric of that place.
VN: Could this type of regional partnership happen in other states, too?
TM: Yes—we already have new locations in motion. But we’re careful with who we build. It has to be aligned. We look for people who understand that this isn’t just about selling food—it’s about creating space for something better to grow. That’s the only way this works long-term.
AH: We’re not dropping stores—we’re planting roots. That means choosing cities, partners, and timing with precision. It’s about building relationships that allow the brand to thrive authentically, not artificially.
Mr. Charlie’s Told Me So
VN: Some critics say plant-based fast food can’t compete on taste or price. What’s your response?
TM: We say come eat. Try the food. Our burgers, nuggets, and sandwiches hold their own—plant-based or not. This isn’t about substitution. This is about satisfaction. We’ve kept it accessible because that’s non-negotiable. As we grow, we’re committed to making the menu even more reachable—not less. The support systems scale with the brand. That’s always been the plan.
AH: People assume plant-based means compromise. We flipped that. The food is the first layer of impact—once they feel that, the rest follows. You can taste the mission, even if you don’t know it yet. That’s intentional design.
“We lead with love, and we see everyone as God. When that’s your starting point, you can’t help but build something that connects. We also believe people are more than the worst thing they’ve ever done. Everyone deserves a shot to begin again. That’s the heartbeat of this brand. Add in a strong team and a menu that delivers, and you’ve got something real.”
VN: What do you envision for the plant-based space over the next five years?
TM: Plant-based won’t be a label anymore—it’ll just be food. People are already shifting, and our job is to meet that shift with something real—no pressure, no guilt, just better choices made easier. Mr. Charlie’s is going to be in every major city across the globe. That’s not ego—it’s a promise. Because the intention behind it is real. This is about service, joy, and impact.
AH: This space is moving fast. But it’s not about being the biggest—it’s about being the most trusted. I see Mr. Charlie’s evolving into a global language of food and feeling. Wherever we go, the message will stay the same: do better, feel good, and laugh while you’re doing it.
VN: At the end of the day, what makes Mr. Charlie’s truly different?
TM: Everything. It’s a fresh perspective and a fresh way to approach fast food—and it’s also where the future is headed. Because the truth is, we don’t have a choice. The way we’ve been operating as a society isn’t sustainable. Climate change is real. Just look outside. So, we all need to contribute solutions. That’s what this is—a solution with flavor, story, and heart. Mr. Charlie’s is the first of its kind to touch every area we felt fast food was ignoring.
And we’ve surrounded ourselves with people who know how to build something lasting. David Sabotic, our new chairman, brought clarity and long-term thinking. Adam Wilks, now our President, is someone I trust fully. He’s already made his mark in this space and brings a level of professionalism and support that’s going to keep us grounded while meeting the demand that’s clearly there.
AH: Mr. Charlie’s doesn’t just serve food—it serves perspective. It’s the future wrapped in a red and yellow box. We made something bold enough to be shared, and honest enough to be trusted. And it’s only just begun.
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Charlotte is a VegNews editor and writer based in sunny Southsea on England's southern coast.
