Mr. Charlie’s Told Me So, a plant-based fast-food concept known for its mission-driven approach and playful menu, is preparing to open two new locations in San Diego at 1560 Garnet Avenue in Pacific Beach and 3896 5th Avenue in Hillcrest.
The company’s upcoming locations are preparing to open soon, with Pacific Beach expected to launch in about three weeks in the former home of Brazilian Bowls, while the Hillcrest site will replace Chocolat Hillcrest, and is planned for late January or early February, according to President Adam Wilks, who recently spoke with What Now San Diego. These will be the brand’s first franchised stores in Southern California, with the Pacific Beach location operated by a veteran owner and the Hillcrest location led by franchisee Patrick Lam. Customers can expect the full plant-based menu along with the brand’s signature interactive elements that have become popular at its other stores.
Mr. Charlie’s Told Me So has continued to expand nationally and was previously featured in a What Now Media Group report covering its eighteen-unit development deal in Arizona, which is expected to begin in Scottsdale. The brand currently operates locations in Los Angeles, San Francisco, and Sydney, and has been drawing interest for its community focus and distinctive approach to fast food. Wilks noted that the Hillcrest store will become the company’s flagship and its largest location to date.
Both San Diego stores will include many of the features the company has tested in other markets. Wilks shared that Hillcrest will offer Instagram-friendly installations, including a large-scale Frowny Box for guests to sit inside, along with other fun details, similar to the digital screen and themed elements at the Brentwood location. The Hillcrest store will also host comedy nights, live music, and influencer-driven events to create a lively, social environment.
The Pacific Beach location will serve as the brand’s first San Diego franchise, operated by an ex-military veteran who discovered the company through community involvement. Wilks explained that interest in the PB store has already been strong, and the team will be working on military-related events for this site. The location is expected to offer the classic menu and a streamlined version of the brand’s visual features.
Mr. Charlie’s Told Me So was created by Taylor McKinnon and Aaron Haxton, whose experience with the Dream Center helped shape the concept’s mission. Wilks added that the brand has attracted attention from high-profile supporters, noting that he was with Mike Tyson when they discovered the restaurant early on and returned twice on the same day after trying the menu. The company is also exploring future expansion into Oregon, Texas, Atlanta, New York, Florida, and Canada as part of its long-term national strategy.
