Founded in the San Francisco Bay Area in 2017 by Deborah and Jonathan Torres, and formerly known as Veganation, Atlas Monroe is a vegan catering company.. The company quickly became a huge success in the Bay Area, and soon Deborah and Jonathan decided to start selling online, and they have begun distributing their vegan chicken to multiple restaurants. Given their success thus far, Deborah and Jonathan enter Shark Tank Season 11 seeking $500,000 for 10% equity and a shark to help them expand their online business. How did the duo fare in the Tank, and what shape is the vegan chicken company in now? Read on for our Atlas Monroe update.
Shark Tank Atlas Monroe Update
- Entrepreneur: Deborah and Jonathan Torres
- Business: Vegan online catering
- Ask: $500,000 for 10% equity
- Result: No deal
- Shark: None
Deborah founded Atlas Monroe, then Veganation, in 2017 after convincing her parents to switch to a vegan diet to help manage her father’s diabetes. When the switch to a vegan diet worked for her father, Deborah decided she wanted to make exciting vegan foods that mimic meats, and thus Atlas Monroe came into being. Atlas Monroe is a popular vegan brand, and they won the Best Dish at the 2018 National Fried Chicken Festival as the only vegan vendor in attendance.
The sharks all enjoyed the vegan fried chicken samples Deborah and Jonathan shared with them, but the pitch they gave was confusing surrounding the numbers, and the pair were hesitant to discuss sales. Despite the confusing pitch, Mark Cuban offered Deborah and Jonathan a $500,000 line of credit for 30% of the company, and Rohan Oza joined Mark’s offer for a total of $1 million for the entire company, plus offering Jonathan and Deborah 10% royalties on sales. The duo declined this offer, with Deborah stating that the offer of $1 shows Atlas Monroe’s worth.
Since Jonathan and Deborah declined a $1 million offer and left without a deal, you’re probably ready for an Atlas Monroe update.
Atlas Monroe is still in business and is doing quite well. As of April 2021, they opened their own manufacturing facility, and have made $2 million in sales since their appearance on Shark Tank. Atlas Monroe also sells more than just vegan fried chicken on their site, moving to include sauces, vegan bacon, and vegan beef. Their vegan chicken is served in three restaurants in the United States, and their food is sold through their website.
With such a successful, widely-known business, Deborah and Jonathan’s business is sure to expand sales and distribution, so we will make sure to be back with another Atlas Monroe update when we hear anything new.
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