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How Rachel’s Kitchen perfected healthy fast-casual before it was cool

Rachel’s Kitchen — named after founder Debbie Roxarzade’s daughter — just celebrated its 18th anniversary and is hoping to expand to new markets

Joanna Fantozzi, Senior Editor

October 25, 2024

2 Min Read
Rachel's Kitchen
Rachel's Kitchen will be expanding in the Dallas Fort-Worth area next. Rachel's Kitchen

Right now, healthy fast-casual chains like Cava and Sweetgreen are having a big moment as nutrition-focused lunch spots resonate with increasingly health-conscious consumers. But before Cava and Sweetgreen opened their doors, Rachel’s Kitchen — the nine unit, Las Vegas based, healthy all-day café concept — was created 18 years ago.

The growing brand is named after founder Debbie Roxarzade’s daughter and distinguishes itself from other fast-casual concepts by serving breakfast, lunch, and dinner with a focus on bistro-inspired fare like salads, gourmet sandwiches, wraps, and pasta.

Roxarzade started out her career in Los Angeles but when her daughter Rachel was two years old, her family made the move to Las Vegas. In Los Angeles Roxarzade had multiple restaurant concepts, and when she opened up Rachel’s Kitchen in 2006, she took inspiration from some of the menus of those early concepts.

“We got some mixed reviews initially, because we had things like fresh juices and goat cheese on our menu, and some guests were really appreciative of that while other people looked at me like I was nuts, and said, ‘you're never going to make it,’” Roxarzade said. “But slowly guests started to come to us and start to frequent [burger places] less often. And we started to have more positive reviews.” 

Rachel’s Kitchen was born as a tiny, 1,000-sqaure-foot spot in Summerlin right outside of Las Vegas, which Roxarzade used to test the waters of the brand and location. In 2008, they wanted to take the plunge and begin franchising (which, Roxarzade said, was terrible timing economically). It took a while for the first franchised location to open due to the recession, which eventually got going in 2010.

Since then, Rachel’s Kitchen has been slowly expanding. The next region Roxarzade wants to conquer is the Dallas-Fort Worth area, where the company just had the grand opening of its first store in the area, in Frisco. Roxarzade said she feels she could add multiple locations in the area without cannibalization, simply because there is so much white space. Rachel’s Kitchen plans to have at least five locations in the Dallas area over the next several years.

“Expansion through franchising is really about finding the right partners,” Roxarzade said. “We’re looking for owners that know how to run a restaurant, of course, but we specifically want people who are willing to get involved in the community though charity and community work… I feel like that's how you really get embedded in a community, and you really become this great local place that people want to come back to. I want people who work with us to be proud of the brand. We’re not just looking to work with anyone.”

Contact Joanna at [email protected]

About the Author

Joanna Fantozzi

Senior Editor

Joanna Fantozzi is a Senior Editor for Nation’s Restaurant News and Restaurant Hospitality. She has more than seven years of experience writing about the restaurant and hospitality industry. Her editorial coverage ranges from profiles of independent restaurants around the country to breaking news and insights into some of the biggest brands in food and beverage, including Starbucks, Domino’s, and Papa John’s.  

Joanna holds a bachelor’s degree in English literature and creative writing from The College of New Jersey and a master’s degree in arts and culture journalism from the Craig Newmark Graduate School of Journalism at CUNY. Prior to joining Informa’s Restaurants and Food Group in 2018, she was a freelance food, culture, and lifestyle writer, and has previously held editorial positions at Insider (formerly known as Business Insider) and The Daily Meal. Joanna’s work can also be found in The New York Times, Forbes, Vice, The New York Daily News, and Parents Magazine. 

Her areas of expertise include restaurant industry news, restaurant operator solutions and innovations, and political/cultural issues.

Joanna Fantozzi has been a moderator and event facilitator at both Informa’s MUFSO and Restaurants Rise industry events. 

Joanna Fantozzi’s experience:

Senior Editor, Informa Restaurant & Food Group (August 2021-present)

Associate Editor, Informa Restaurant & Food Group (July 2019-August 2021)

Assistant Editor, Informa Restaurant & Food Group (Oct. 2018-July 2019)

Freelance Food & Lifestyle Reporter (Feb. 2018-Oct. 2018)

Food & Lifestyle Reporter, Insider (June 2017-Feb. 2018)

News Editor, The Daily Meal (Jan. 2014- June 2017)

Staff Reporter, Straus News (Jan. 2013-Dec. 2013)

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