People everywhere love fried chicken. It brings comfort, flavor, and joy. But for those on plant-based diets or with health concerns, traditional fried chicken is off-limits. Many miss the taste and texture. And meat-free options often fall short. In 2017, Deborah and Jonathan Torres in San Francisco saw a gap. They wanted to recreate fried chicken without animal products, but with real flavor and satisfying texture.
Thus, Atlas Monroe was born, a vegan fried chicken brand that cooks up mouthwatering, plant-based comfort food.
On Shark Tank Season 11 (Episode 2), the couple pitched their passion project. They asked for $500,000 in exchange for 10% of their company. They shared their journey, their numbers, and samples of vegan chicken that even surprised the Sharks. The lights dimmed, the taste surprised, and in the end, no deal was made. But this story didn’t end there. Here’s what happened next for Atlas Monroe.
Atlas Monroe Net Worth Shark Tank Update 2025
Deborah and Jonathan were looking for an investment of $500k in exchange for 10% equity in the company. At the time of the episode, they valued their company at $5 million. Deborah and Jonathan did not secure a deal with any of the Sharks, so the company’s net worth stayed at $5 million. After the show was aired, the company experienced a good boost in exposure. As per my rough estimate, the current net worth of Atlas Monroe is around $7 million.
Shark(s) name
Offer & Demand
Counteroffer
Accepted?
Barbara Corcoran
Out
N/A
N/A
Lori Greiner
Out
N/A
N/A
Kevin O’Leary
Out
N/A
N/A
Rohan Oza and Mark
$1,000,000 for 100% equity + 10% royalty for founders
N/A
No
Mark Cuban
$500,000 as a line of credit for 30% equity
N/A
No
Deborah and Jonathan Torres Backstory + Their Initial Pitch
Deborah and Jonathan Torres started Atlas Monroe in the Bay Area in 2017. Deborah’s personal experience with family health and a raw vegan diet inspired a dream: to create vegan fried chicken so convincing it would delight meat eaters. Jonathan joined the mission to help scale operations. They began with festival food stalls, where crowds fell for their crispy vegan chicken.
In 2018, they became the only vegan vendor at the National Fried Chicken Festival and walked away with “Best Dish.” Encouraged by fans and social media buzz, they launched an online catering business. In 2019, they entered Shark Tank seeking $500,000 for 10% of their company. Their pitch included the story of reversing diabetes, the festival win, and samples that amazed the Sharks.
They were enthusiastic as they shared their early success and vision for vegan comfort food across America.
Queries + Shark’s Responses, and Final Deal
Once on the Shark Tank stage, Deborah and Jonathan answered many questions.
Kevin O’Leary asked about their revenue. They replied they had $60,000 in sales for the year so far, with a $76,000 gross and $73,000 net (including shipping). Kevin questioned how those numbers made sense, and the founders clarified that shipping income skewed some figures. Kevin concluded their valuation was unrealistic and opted out.
Barbara Corcoran said the concept was early stage and asked if they really needed outside money. Deborah and Jonathan explained their intent to scale beyond catering. Barbara felt the business was too undeveloped and left the Tank.
Mark Cuban expressed interest, especially because he’s a vegetarian. He offered $500,000 via a line of credit in exchange for 30% equity, seeing opportunity in the festival buzz and product potential.
Rohan Oza said the brand would need too much work, scaling production, distribution, and packaging, so he exited. Mark then teamed up with Rohan to propose a package deal: $1 million for 100% of the company, plus 10% royalties back to the founders. That meant the Torres would work for the brand and earn based on sales royalties. The couple declined, saying they felt the offer undervalued their mission and refused to give up full ownership.
Lori Greiner admitted she loved the taste but couldn’t see a clear path to scaling. She dropped out. None of the Sharks clinched a deal as the founders walked out proud, still helming Atlas Monroe.
There was nothing fundamentally “wrong” with Atlas Monroe. The founders had a compelling product, personal story, and festival accolades. But the Sharks had clear concerns. Their revenues were modest and inconsistent. The shipping costs were high relative to the price, squeezing margins. Scalability was unclear. Large equity offers or royalty deals undermined the founders’ ownership.
Deborah and Jonathan felt confident that their business could grow more in-house without sacrificing equity or control. The Sharks, some uneasy about logistics, valuation, and production scaling, held back. So while the pitch showcased strength, business fundamentals were still in development.
Product Availability
Atlas Monroe offers a variety of vegan comfort foods rooted in their flagship fried chicken. Made from organic wheat gluten with a secret seasoning blend, their products include fried chick’n, vegan bacon, vegan beef, ribs, desserts, and sauces . They built their own manufacturing facility in San Diego in 2021, enabling nationwide shipping, cold frozen, to households across the U.S..
Prices vary but average around $23 for a six-piece chicken meal plus shipping, though they later launched a “starter box” at $5 shipping . Their website features robust product information, FAQs, catering options, and future grocery expansion plans. They have popped up in restaurants like Copper Branch globally.
What Happened To The Atlas Monroe After Shark Tank?
After airing, Atlas Monroe’s website crashed under demand. Overnight, they sold $350,000 in online orders. They ended 2020 with over $1 million in sales and doubled to roughly $2 million by 2021. In 2021, they purchased a multimillion-dollar facility in San Diego capable of producing 20,000 units weekly, making them, at that time, the largest vegan fried chicken manufacturer globally. By April 2021, they hit $5 million in annual revenue.
As of today, social media estimates peg their valuation around $7 million. They expanded distribution through online sales, catering, restaurant partnerships, and now plan grocery rollouts in the near future. Some reported missteps surfaced, complaints of fulfillment delays in 2023, but there’s no record of closure or bankruptcy, with the website still active and shipping nationwide through the holidays.
Atlas Monroe’s story began with a personal mission and a family health awakening. Deborah and Jonathan created delicious vegan fried chicken powerful enough to win “Best Dish” at a major festival. Their Shark Tank pitch excited but revealed cracks in valuation and logistics. They walked away without a deal, but their conviction paid off. Post-show, demand doubled, revenues soared past $5 million, and they built a factory, expanded product lines, and remain independent.
Though they faced fulfillment hiccups, they continue to ship nationwide, partner with restaurants, and prepare for grocery launches. Their current estimated valuation of $7 million speaks to market faith. Atlas Monroe proves that entrepreneurship fueled by purpose and perseverance can outperform expectations, even without linchpin investors.
Their refusal to give up control stands as a testament: sometimes, turning down the Sharks is the most strategic move of all.
Hey, I’m Amna Habib, an undergraduate student pursuing a Bachelor’s in Business Administration. Shark Tank has always been one of my favorite TV shows because it offers a unique glimpse into the world of entrepreneurship. The way entrepreneurs present innovative solutions to everyday problems aligns with my academic interests and fuels my curiosity about business strategies. Each pitch showcases creativity and strategic decision-making, which I find both insightful and inspiring. Watching the show has deepened my passion for business and motivated me to explore the world of entrepreneurship even further. Beyond business and writing, I love food, shopping, and spending time with my friends and family.
