Fast Casual and Full Service Merge at Greenleaf Gourmet Chopshop

Fast Casual and Full Service Merge at Greenleaf Gourmet Chopshop

By Allison Levine, Foodable Contributor

Greenleaf Gourmet Chopshop first opened their doors in Beverly Hills in 2008, offering healthy, affordable menu options in a fast casual setting. Over the past eight years, Greenleaf has opened five locations in Los Angeles and Orange County, expanding beyond the salads offered when they first began. Greenleaf has been a leader in the fast casual movement and as they grow, so does the concept.

Jonathan Rollo, founder of Greenleaf, grew up in Pasadena where his mother, a self-taught cook, would always make simple, clean, fresh meals. Jonathan moved to Nashville, Tennessee for college at Vanderbilt University and then culinary school in Chicago. During his studies and living in the Midwest and Southern United States, Jonathan recognized his love for the Southern California cuisine he was raised on – fresh ingredients and lots of vegetables. After culinary school, Jonathan returned to Los Angeles where he worked for Patina, Pinot Hollywood and later ran the Hollywood Bowl catering. His experience with a fine-dining menu driven restaurant inspired him to do something new, different and unique. When he decided to go out on his own, he wanted to create a place that offered fresh, healthy food with a focus on salads.  

Read More

The Fresh Investors: A Look Into the Rising Popularity of Healthy Fast Casual

The Fresh Investors: A Look Into the Rising Popularity of Healthy Fast Casual

By Amelia LevinIndustry & Research Editor

When a few salad concepts first debuted in the mid-2000s, the industry – and consumers — didn’t seem to latch onto them as readily as one might think, at least outside of the west coast. But so much has changed since then. With a new emphasis on health and wellness impacting all facets of our lives, wholesome food concepts focused on lighter, fresher fare have finally found their grounding nationwide. 

Just last month, salad chain Sweetgreen – which has had investments from acclaimed restaurateur Danny Meyer and celebrity chef Daniel Boulud — secured $35 million in additional funding for further unit and technological expansion. Private equity firm Catterton Partners recently backed Protein Bar, and there are a crop of new or rapidly expanding players that are making this “good for you” space a hot one: Tender Greens, Greenleaf Gourmet Chopshop, City Greens, and Freshii. 

Read More

The Cali-based Fast Casual on the Rise: Greenleaf Gourmet Chopshop

The Cali-based Fast Casual on the Rise: Greenleaf Gourmet Chopshop

By Kerri Adams, Managing Editor 

The fast casual focused on providing the consumer with healthy, yet affordable menu options, Greenleaf continues to expand in the California. With four wildly popular restaurant chains and two more new ones on the way, one in Hollywood and another Pasadena , Cali foodies can't seem to get enough of this healthy fast casual. But what makes this restaurant chain different than all the other green and healthy restaurant options in Southern California?

The Gourmet Aspect

The fast casual segment has changed how consumers eat and how they view dining out. Fast casuals are appealing, especially to the millennial generation, because the food options are seen as better quality, but the speed of service is almost on par with quick-serve. Greenleaf has proven that the LA market, known for being both health and eco-conscious, was just the environment for the chef Jonathan Rollo to bring gourmet cuisine to the masses. With a culinary background in fine dining, Rollo aims to provide flavorful, yet healthy dishes. "We are for healthy everyday eating, you don't only come here on a diet," said Cissy Baldwin, Director of Marketing at Greenleaf Gourmet Chopshop. This is symphonious with the healthier lifestyle of the LA residents. 

Read More

Why Millennials are lovin' Greenleaf

Watch this episode on

In this episode of Fast Casual Nation, brought to you by the Foodable Network, Paul sits down with the "commander in leaf" and owner of Greenleaf Gourmet Chopshop. Greenleaf has become a fast casual success and has stayed ahead of the curve, by providing chef-inspired, locally sourced, organic and all-natural dishes to their customers. Watch the full episode to see why Greenleaf has become so popular among consumers, specifically millennials.