Expansion Drive Fills Chef’s Plate

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Fast-casual restaurant Greenleaf Gourmet Chopshop might soon outgrow its hometown.

The salad and sandwich chain, launched by chef Jon Rollo in Beverly Hills in 2007, opened its seventh store, in Glendale, on Oct. 10. Besides having plans to open stores in Calabasas and on the USC campus in coming months, Rollo has set his sights on the Big Apple.

“I would love to get outside of California because the next most requested location is New York,” said Rollo, 38. “That would be a total dream come true, if we can make it happen.”

Rollo previously worked as assistant director of development in Los Angeles at Patina Restaurant Group, which operates at cultural venues such as the Los Angeles County Museum of Art and Hollywood Bowl.

Rollo said the six Greenleaf stores, which he co-owns with his father, Bob, who has a small stake in the company, generated between $2.5 million and $3.5 million each in sales last year. He also opened another restaurant, Au Fudge in West Hollywood, this year with a group that included his husband, Joey Gonzalez, chief executive of Barry’s Bootcamp, and actress Jessica Biel.

Rollo, who grew up in Pasadena and trained at Le Cordon Bleu in Chicago, said Greenleaf’s focus on the quality of its ingredients has set it apart from other restaurants offering organic, locally sourced dishes.

“We don’t serve food that I wouldn’t give to my daughter or myself,” said Rollo.

– Caroline Anderson

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