Vertical Diner
“It has been a twenty-six-year revolution of veganism. I have seen it through my eyes in my own business.” Ian Brandt reflected on his journey from operating a food cart to owning one of Salt Lake City’s beloved vegan establishments, Vertical Diner. Ian’s love for culinary gems was nurtured by his parents who favored lesser-known restaurants. This passion followed him to the University of Utah, where he moved in 1993 to study Economics, Business, and Tourism.
“I always loved those small, hidden places,” he shared, recalling his childhood in Philadelphia’s South Street area. This love for unique dining fueled his entrepreneurial spirit during his final year of college. In 1998, Ian launched a food cart called Greens at the Salt Lake City Farmers Market, one of the city’s earliest vegan ventures. “It was really hard, but it was a start. We were one of only two food carts in the city at the time, the other being a hot dog cart.”
By 1999, Ian had opened his first restaurant, Sage’s Cafe, in a space with “cheap rent” next to what he described as “the worst bar in town.” Despite humble beginnings, Sage’s quickly became known for its fresh, innovative vegan fare, setting the stage for his later ventures. “We were showcasing food for the future generation,” he said, emphasizing his commitment to offering accessible and delicious plant-based dishes.
As the business grew, so did Ian’s vision. In 2007, he opened Vertical Diner, a more casual, diner-style restaurant that quickly gained popularity. “We saw our sales doing much better with this kind of food.” The success of Vertical Diner eventually led to the closure of Sage’s Cafe in 2018, after a twenty-year run, with many of its beloved recipes finding a new home on the Vertical Diner menu. “The Vertical Diner is basically a merging of Sage’s Cafe and Vertical Diner.” In 2019, Ian opened a restaurant in Oregon, expanding his vegan dining concept beyond Utah. The Oregon location continues to offer a menu inspired by his passion for plant-based cuisine, catering to a diverse audience while supporting a commitment to quality and sustainability.
Ian’s entrepreneurial spirit did not stop with restaurants. In 2009, he started Cali’s Natural Foods, a line of vegan products named after his daughter, highlighting his commitment to quality and innovation in the vegan food industry. “We supply ourselves as our number one customer, but we also provide specialty products to about twenty other restaurants.”
Pondering the challenges of running a fully vegan restaurant, Ian shared, “Our mission is to offer vegan foods in an accessible environment, both economically and socially. We’ve sacrificed a lot to do this.” He emphasized the importance of supporting businesses fully committed to the vegan lifestyle, especially in a market where many restaurants offer only a few vegan options. It is his dream that people in Utah and beyond embrace restaurants that try veganism.
Despite the difficulties, including those posed by the COVID-19 pandemic, Ian stays dedicated to his vision. “It’s all I think about—how can I make this better?” he said, underscoring his passion for both his business and the broader vegan movement. Whether one is vegan or simply curious, Ian Brandt’s story and his restaurant are a testament to the power of passion, perseverance, and the pursuit of a better, more sustainable future.
