Video Produced by Denise Toledo
As a part of the healthy fast-casual scene, honeygrow has already set itself apart from the crowd with its green menu. Founder Justin Rosenberg decided to make touch-screen ordering systems an integral part of his business plan, and the combination was a hit. With 15 restaurants in just four years, customers continuously come back for more.
We decided to stop in and talk to honeygrow Culinary Director David Katz to see what makes their restaurants so popular —and even Chef Katz had to give props to the ordering system.
“The guest feels like they are totally constructing their dish,” he said. “The visual aspect, I think, really helps and encourages people to not miss anything on the menu. Whereas if they just read off of paper or a long chalkboard, they would just kind of scan through it and kind of miss something they wouldn’t realize like, ‘Oh, they have those cool roasted carrots, I didn’t even notice those.'”
However, you can’t eat a POS system, which is why Katz put so much work into their menu. With customizable salads, stir-fry meals, and “honeybars”, customers get to choose a style of dish and add to it from a wide variety of tasty add-ins. For those looking for a more curated experience, the chef has put together a number of flavor profiles that have been proven to be delicious. Setting themselves apart from most fast growing fast casual chains, honeygrow also offers regional dishes that take advantage of ingredients local to each restaurant.
“This is the Chesapeake Crab Stir Fry, so you have our beautiful egg white noodles in an Old Bay tomato broth and then peppers, red onions, cherry tomatoes, [blue crab]… so this will be in our Baltimore and D.C. stores.”
Customers rave about the honeygrow experience. Watch this episode of Fast Casual Nation to learn how this concept is growing.