The original Greenleaf Gourmet Chopshop opened in Beverly Hills in 2008, followed by Century City in 2010 and Costa Mesa in 2012. The newest location is set to launch this summer at the South Coast Collection. Owner Jonathan Rollo did not rush to expand his chopped salad concept preferring to wait until he could be sure his freshness and quality standards were consistently maintained to find the perfect space.
Rollo thoroughly researched before expansion by walking around the neighborhood and talking to potential customers. “It is a big deal for us to determine that we are going into the right areas, and that we have an environment where customers will appreciate what Greenleaf does,” Rollo says.
During the building and remodeling he makes sure to be “physically in the space before and during construction.” Each restaurant has signature Greenleaf elements. “Each one definitely has its own look and feel, both in terms of the layout and decor,” Rollo says.
Rollo and Executive Chef Kristi Ritchey travel constantly to each location, but have management teams in place at each.
Lessons learned?
“It will cost at least twice as much as what the contractor told you. And, opening each restaurant is like having more children, aka more work! Your team is everything,” Rollo stresses.
Equally important for Rollo, “Customer feedback is crucial to us. We have lots of customer interaction regarding our restaurants, whether it is in person, surveys, Facebook, or through emails.”
Greenleaf Gourmet Chopshop is part of our series highlighting restaurant groups and chains founded and flourishing in Orange County that were featured in the May|June 2013 print issue of Great Taste Magazine. Click here for the entire article.
