Fresh is not just about using organic produce. While using fruits and vegetables is certainly important, it goes beyond green garnishes. Customers want food they recognize—food that has been minimally processed, that makes sense for the season and doesn’t feel, look or taste like it’s been sitting under a heat lamp for hours. It’s about an appreciation for the ingredients—celebrating them, not hiding them under a flood of bottled sauce. And, beyond the food, fresh is an attitude, one that is bold in its stripped-down nature and unafraid to take a stand. Using simple yet colorful design and messaging and minimizing service, fresh lets food take the lead.
Relatively new on the scene, Shophouse (owned by Chipotle) does this well, offering a variety of Southeast Asian noodle bowls. It puts bright, colorful ingredients right in front of the customer and communicates its thoughtful approach to food across all experiential interactions.