While many virtual brands are tapping into consumer indulgence with fried foods and cheese-filled menus, Harvest Kitchen, a 145-store spinoff of Danville, California-based acai specialty store Vitality Bowls, is doing the opposite.
Vitality Bowls is known for its acai bowls and smoothies, while Harvest Kitchen offers heartier, more flavorful meals that complement the brand's healthy and allergy-friendly roots. Harvest Kitchen launched last month in select markets in California, New York, New Jersey, Arizona, Texas and Nebraska as a hybrid virtual branded branch with a menu of sandwiches, salads, protein bowls and wraps. By July 15, Harvest Kitchen will be rolled out system-wide and will be available for purchase both in stores and online.
Founders Roy and Tara Gilad started Vitality Bowls 12 years ago after their daughter was born with severe food allergies. Unable to find many healthy and safe options for her, they began making baby food for her. Eventually, the project grew into the first Vitality Bowls location, which opened in San Ramon, California, when their daughter was still a toddler. Harvest Kitchen is the next step in the company's growth plans.
“We wanted to innovate on our signature acai bowls and smoothies because we noticed an increasing demand from our guests for hearty, nutritious meals that go beyond our traditional menu,” says Tara Gilad, COO of Vitality Bowls. “We're following the same principles of clean foods, nutrient-dense ingredients, all-natural proteins and organic superfoods. Harvest Kitchen allows us to introduce a variety of new, delicious dishes designed for a variety of dining occasions and tastes.”
Garrad said the two most popular items since launching the virtual brand are the Steak Protein Bowl (grass-fed beef steak, rice and quinoa, lettuce, tomato, pickled onion, chimichurri, pepitas and purple hard-boiled egg) and the Avocado Chicken Wrap (sous-vide chicken, avocado, lettuce, tomato, feta cheese, rice and quinoa, sunflower seeds, pickled red onion, tahini vinaigrette and pesto).
“Many virtual brands stick to their specialty of serving unhealthy food, but we believe more customers are looking for healthier food,” says Garrad. “One of the things that sets Harvest Kitchen apart is its accessibility – we're available in-store and online, so whether you order online or in-store, all customers can enjoy our nutritious food.”
Harvest Kitchens first started at Vitality Bowls' headquarters and were then rolled out to franchisees. Vitality Bowls operates the virtual brand independently within its own locations, without the use of external ghost kitchen companies or distribution kitchens. All food is made within Vitality Bowls' kitchens, with recipes tailored specifically to the operational needs of the kitchen, without SKU clutter or back-office complexity.
Going forward, Garrad said he hopes to expand both concepts across the U.S., particularly in the South, Midwest and East Coast.
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