Pura Vida Miami adds grass-fed sirloin steak to all-day menu

Pura Vida Miami has pushed steak into its all-day wellness play, adding 100% grass-fed, grass-finished sirloin to the menu and making it available June 3 across all locations nationwide. The move is less about chasing a steakhouse audience than about premiumizing a familiar protein for the fast-casual café crowd that wants lunch, dinner and snackable meals to feel both satisfying and disciplined.

The chain said it spent years researching the highest-quality beef before settling on the new sirloin. That matters because the brand is not selling steak as a splurge, but as part of its feel-good dining promise, with fresh ingredients, bold flavors and all-day versatility doing the heavy lifting. Pura Vida also says the grass-finished cut is naturally leaner and carries lower total and saturated fat than conventional grain-finished beef, which gives the item a concrete nutrition story beyond the marketing gloss.

Still, the real value here may be the signal as much as the steak. On Pura Vida’s homepage, the new protein is already being worked into menu architecture with the Grass-Fed Steak Plate and Sunset Steak Bowl, a sign the company sees this as a broader platform rather than a one-off special. In the crowded high-protein market, that is the playbook: use a premium animal protein to anchor an upscale wellness identity, then let satiety, indulgence and nutrient density do the branding.

The timing fits the larger menu shift. The National Restaurant Association’s 2026 culinary forecast put health and wellness among the year’s top trends, while industry coverage has treated protein as one of the biggest restaurant menu themes of 2026. Pura Vida is betting that grass-fed sourcing helps it stand out in that rush, even if the average diner mostly reads it as a cleaner label and a better-for-you cue.

That strategy has more reach now than it did when Pura Vida was founded in Miami in 2012 by Omer and Jennifer Horev. The company said it opened its 50th location in April 2026, and its store locator now lists 55 sites across Florida, New York, New Jersey, Maryland, Virginia and California. It has also tied its growth to sustainability messages, including local partnerships and beach cleanups, which helps the steak launch sit comfortably inside a brand story built around wellness with a conscience.