Whole Foods is opening another casual restaurant inside one of its markets. The Roast —a fast-casual concept set to launch in Atlanta — will be modeled after a Brazilian churrascaria — a steakhouse that serve endless waves of grilled meats on skewers. The Roast will eschew the skewers, instead, operating much like a Chipotle-style concept, where diners create their own custom selections from a set menu.
“Customers will select a protein and build out their very own fire-roasted bowl incorporating sautéed greens, grains, and signature sauces,” Quentin Arndt, Whole Foods Market South Region prepared foods coordinator said in a statement.
The Roast won’t just be a carnivore’s paradise, the upscale market chain stresses: Vegetarian and vegan options will also be offered.
Whole Foods has described the Brazilian fast-casual concept as “the first of its kind” both in Whole Foods itself and in the general restaurant industry.
The Roast will be located inside a yet-to-be-opened Whole Foods location that currently also has a permit for billiards, a DJ platform, and digital-ordering kiosks.