Pura Vida Miami, the lifestyle-driven wellness café brand known for its elevated all-day dining experience, announced the national launch of its newest menu innovation: premium 100% grass-fed and grass-finished sirloin steak. Available beginning June 3rd across all locations nationwide, the launch introduces a new high-protein offering designed to bring steak into the everyday wellness conversation.
Rooted in Pura Vida’s commitment to thoughtful sourcing and feel-good dining, the new steak delivers a superior, best in class quality experience that is flavorful yet light and vibrant centered around fresh ingredients, bold flavors and all-day versatility. The steak is sourced from sprawling, all grass-fed cattle farms, known for some of the highest quality beef in the world.
“At Pura Vida, we are always evolving alongside our guests and how they want to eat,” said Omer Horev, Co-Founder and CEO of Pura Vida Miami. “Our new grass-fed steak launch represents an exciting milestone for the brand, as it allows us to deliver the high-quality protein our guests are looking for while staying true to the fresh, energizing experience that defines Pura Vida. We wanted to reimagine steak through our lens: bright, vibrant, approachable and made for everyday life.”
The steak is marinated in a custom seed oil-free blend, charbroiled, and sous vide to deliver a full-flavor, juicy yet lean cut. The launch is anchored by the brand’s new hero entrée, the Sunset Steak Bowl, a vibrant dish designed to bring a fresh perspective to steak dining. The bowl features 100% grass-fed and grass-finished sirloin steak served medium with cilantro jasmine rice, arugula, avocado, corn salsa, roasted sweet pepper, fresh cilantro, and a side of Pura Vida’s signature house-made chimichurri crafted with 100% extra virgin olive oil and fresh herbs, delivering 33g of protein and 8g of fiber.
The signature chimichurri serves as the flavor centerpiece of the launch, bringing brightness and freshness to the dish while reinforcing Pura Vida’s coastal-inspired approach to dining.
In addition to the Sunset Steak Bowl, guests can enjoy steak across the menu with:
• Grass-Fed Steak Plate Option – Guests can customize Pura Vida’s signature plate offerings with Grass-Fed Steak, delivering 37g of protein with the option to add double servings or mix proteins to any plate.
• Steak Add-On Option – Guests can customize any existing Pura Vida salad or bowl with premium grass-fed steak, creating a seamless way to incorporate additional protein and nutrition into their everyday routine.
John Suarez, Vice President of Culinary for Pura Vida Miami, began work alongside co-founders Omer and Jen Horev on the new steak offering in 2025. “Ensuring that we were able to work with a farm that could provide the highest quality, ‘certified humane raised and handled’ grass-fed beef was of the utmost importance to us,” said Suarez. “Our guests deserve not only a chef-driven meal, but the knowledge that our team went to great lengths to deliver the best quality product possible, and we believe we’ve done just that.”
The launch also represents a strategic evolution for the brand, introducing steak as a natural gateway for Pura Vida Miami to expand into late-afternoon and evening dining occasions, offering guests a more substantial, protein-forward option that still aligns with the brand’s fresh, wellness-driven approach. Designed for everything from a power lunch to a sunset dinner, the new menu additions aim to resonate with existing guests while attracting a broader audience seeking elevated, feel-good protein options.
Backed by Pura Vida’s ingredient standards and lifestyle-driven approach, the steak launch reinforces the brand’s continued momentum and commitment to category innovation.
* Express Pura Vida Miami locations offering a limited menu will not offer steak
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