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TRUE FOOD KITCHEN

Updated: Dec 16, 2019

INFOS


First location: October 2008 in Phoenix, Arizona

Chain: 27 restaurants in the US (as of October 2019). 12 new restaurants in pipeline for 2020 openings. No franchise deals.

HQ: Phoenix, Arizona. CEO: Christine Barone

Website: www.truefoodkitchen.com

Developer: Fox Restaurant Concepts and Dr. Andrew Weil

Majority Shareholder: Centerbridge Partners. Celebrity Investor: Oprah Winfrey






CONCEPT


Renowned physician and doctor of integrative medicine, Dr. Andrew Weil together with Sam Fox founded True Food Kitchen with the simple belief that food should make you feel better, not worse. The menu is based on principles known as the anti-inflammatory diet.

True Food Kitchens promise complete transparency and sustainability through seasonal ingredients, an open prep-kitchen and sustainable sourced materials used for the interior build out.

The burger can be tailored to your preference, including grass-fed beef, vegetarian, vegan and even gluten-free - at no extra charge.

Waiters are trained on specialty diets like Keto and Paleo so as to recommend the correct dishes and make all guests feel included.

Each location features catering, take out, breakfast, a selection of coffee drinks, natural juice blends, hot and cold tea, sparkling wine cocktails, organic and low-calorie beer and sake. All wines are selected based on wineries’ commitment to organic, biodynamic and/or sustainable farming practices.


TREND

Health & Sustainability - Scientific Research Behind Food - Seasonal Ingredients -

Individuality (gluten free, vegetarian, vegan, keto, paleo)

The consumer has started to favor lifestyle brands that take a 360 degree approach when it comes to health and sustainability. The offer has to be good for the body as well as for the planet. Just as important as seasonal ingredients and healthy options on the menu are biodegradable packaging, low food waste and a “natural” look of the restaurant’s interior.

To appeal to the masses, this has to be achieved without compromising the taste of the food or excluding anyone by not offering options for all possible dietary restrictions.

As far as transparency goes, nutrition labels, ingredient lists, and marketing claims are being questioned by the consumer. As customers continue to expect transparency, they hold companies accountable for every aspect of their products.


MENU


Seasonal Menu Fall:

Vegan Butternut Squash Pizza: caramelized onion, roasted garlic, organic kale, vegan almond ricotta, dried cranberry, sage. Optional: cauliflower dough

Vegan Unbeetable Burger: beet, kuzu, jicama slaw, crushed avocado, butter lettuce, vegan mayonnaise, flaxseed bun


Year Round Menu: Grass-fed Steak Tacos: tomatillo avocado salsa, pickled jicama, dried sweet corn, coconut lime crema, anasazi bean Grilled Salmon: caramelized onion farro, quinoa, arugula, roasted beet, cilantro pumpkin seed pesto





DESIGN


Oak Park, IL, based Aria Group designed the guest spaces with as many natural materials as possible. The exposed kitchen with the up front prep-tables creates a connection to the diners and shows off the healthy ingredients.


Green build-out:

· High efficiency kitchen equipment

· Low voltage LED lighting

· Waterless urinals (saving 40,000 gallons/year)

· Ultra low water faucets

· Low VOC paint

· White oak butcher block tables and counter tops

· Reclaimed wood floors

· Recycled quarry tiles

· Natura water purification unit: True Food Kitchen creates both still and carbonated bottled water in-house. Bottles are cleaned, sterilized and reused, eliminating plastic bottle waste.




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