Taste Radio

Six years after Justin Rosenberg opened the first location of Honeygrow, the fast-casual restaurant chain was at a crossroads. Its growth strategy, he says, was “too entrepreneurial.” Founded in 2012, Honeygrow, which is short for “honest food, grown locally,” sells stir-fry meals, salads and desserts made with fresh and better-for-you ingredients. The Philadelphia-based company currently operates over 50 restaurants in seven states with plans to open several more in the coming months. While Honeygrow is in the midst of an ambitious expansion plan, Justin, who has raised $80 million in equity financing since its inception, is attuned to the challenges he faced six years after the restaurant’s debut. At that time, the company had veered away from the brand elements that made Honeygrow special in the eyes of its customers in favor of an approach that, in hindsight, was overly focused on opening new locations.  In this episode, Justin talks about his initial vision for Honeygrow, what he learned from taking a ha