Whole Foods Roast Rendering courtesy of Whole Foods Market

Whole Foods Market to launch fast-casual Brazilian concept

The Roast will feature build-your-own ‘fire-roasted’ bowls

Whole Foods Market is planning to experiment with a fast-casual Brazilian churrasco concept to launch in Atlanta later this year, the company said last week.

The restaurant, tentatively titled the Roast, is part of an ongoing revamp of the Ponce de Leon location in Midtown.

With construction permits procured, plans for the location include billiards, a DJ platform, as well as digital-ordering kiosks. The unit will seat about 48 people.

Brazilian is new for the Austin, Texas-based chain — “the first of its kind,” according to Lauren Bernath, Whole Foods’ regional social, digital and public relations specialist in Atlanta.

Quentin Arndt, Whole Foods Market South Region Prepared Foods Coordinator, in a statement described it as a “fast-casual spin on a typical Brazilian churrasco” concept.

“Customers will select a protein and build out their very own fire-roasted bowl incorporating sautéed greens, grains, and signature sauces,” Arndt said.

Churrasco is a Spanish term for beef or grilled meat. But vegetarian and vegan options will be available, he noted.

Arndt also indicated “exciting menu collaborations” to come with seasonal variations.

In the evening, customers will be able to enjoy a separate bar menu with beverage options of spirits and cocktails as well as beer, wine, and soda on tap.

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