The expansion marks a strategic shift for the Atlanta-based company, which has transitioned from a viral food truck startup into a national franchise powerhouse. Founder and CEO Pinky Cole Hayes selected Obinani Iwuoha, a local entrepreneur with two decades of experience in the Detroit metro area and nearly ten years in the food and beverage industry, to lead the new venture. Cole Hayes cited the city's resilience as a key driver for the partnership, viewing the move as a test of the brand's ability to scale its mission-driven, fast-casual model into untapped major markets.

Since its inception in 2018, the brand has navigated rapid growth, fueled by both its signature "Slut Sauce" and the high-profile visibility of its founder. Cole Hayes, currently a cast member on the 17th season of Bravo's The Real Housewives of Atlanta, has leveraged her television platform to broaden the brand's reach. The move into Detroit represents a broader commitment to sustainable, operator-led growth, aiming to dismantle the perception of vegan dining as limited or restrictive. Buildout at the Corktown site is currently underway, with further details on the official launch expected in the coming months.