Odd Burger is Transforming the Fast Food Experience

James McInnes' journey took a transformative turn in 2013 when he decided to adopt a vegan lifestyle after achieving success with his fintech company. Although he had reached a professional high, he felt a lack of personal fulfillment and sought a path aligned with his values, starting with a commitment to healthier living through veganism. This shift catalyzed the creation of Odd Burger, launched in London, Ontario, as Canada’s first vegan fast-food chain, aimed at offering healthy foods at affordable prices. The brand has since expanded globally, known for its plant-based burgers and a line of ready-to-cook frozen vegan meals.

Odd Burger began with a mission to connect customers to organic produce from local farmers. By 2015, the company expanded to include vegan meal kits, and their growth was confirmed when they sold out at a major food festival in Southwestern Ontario. This validation prompted Odd Burger to open its first restaurant in 2016 and start manufacturing frozen vegan products in 2018, driven by data-informed experimentation. McInnes utilized the restaurant as a testing ground for new products, analyzing customer feedback to determine which items were successful enough to add to the retail line.

In the competitive landscape of food innovation, Odd Burger emphasizes both product novelty and a long-term strategy for sustained growth. Both McInnes and his partner, Vasiliki McInnes, prioritize delivering affordable, healthy, and convenient options. Their philosophy underscores that creating real customer value—through lower prices, better ingredients, and higher quality—is fundamental.

"Having a great product is only the starting point," McInnes explains, noting that customer expectations for taste must be met. The strength of Odd Burger’s brand plays a critical role in setting it apart from competitors, achieved through extensive social media engagement and public relations strategies that foster customer trust.

Innovation at Odd Burger also encompasses enhancing the customer experience. The company takes a customer-first approach, demonstrated in their product design, such as intentionally creating irregularly shaped burger patties for a more artisanal feel. Feedback has driven adjustments in their offerings, such as transitioning from raw frozen products to microwavable options, ensuring convenience for customers.

The company made a significant milestone in April 2021 when it went public on the TSX Venture Exchange and OTCQB, a strategic move to attract new investments and broaden its investor base. McInnes notes that while going public can provide advantages, it is a complex process that requires thorough preparation to determine if it aligns with a company’s growth trajectory.

This momentum paved the way for major distribution breakthroughs, with Odd Burger now supplying 500 7-Eleven locations across Canada and forming a national partnership with Dot Foods, a leading food redistributor. This expansion signifies the company’s evolution from a local startup to an emerging player in the continent's food landscape.

Ultimately, Odd Burger exemplifies the potential of aligning a bold vision with smart execution. From its inception in London, Ontario, to becoming a publicly traded entity with international reach, Odd Burger is redefining food norms, promoting sustainable eating, and showcasing the power of innovation emerging from Southwestern Ontario. Each plant-based product reinforces their commitment to transforming the future of food in North America.