Episode 617: Food That Feels as Good as It Tastes: The Village Juice & Kitchen Story with Lonnie Atkinson & Clyde Harris

Summary

On this Restaurant Owners Uncorked episode, Wil talks with Village Juice & Kitchen cofounders Clyde Harris and Lonnie Atkinson about building a clean-food concept that’s as craveable as it is good for you. Born from Lonnie’s California-shaped passion for fresh, minimally processed ingredients—and reinforced by Clyde’s cancer journey—the brand grew from farmers’ markets and a pop-up (first juice in 2015, first restaurant in 2016) to seven locations today: two corporate stores (Winston-Salem and the new Raleigh), one franchise (Optimist Hall, Charlotte), and four licensed university outlets (Wake Forest, Elon, USC—South Carolina, and High Point). They unpack price/value myths, menu pillars (cold-pressed juice, bowls, wraps, toasts, plant-based “Billy Cakes”), and an all-are-welcome approach to dietary needs. The growth plan is disciplined—more corporate stores across NC, selective university deals, and a push into hospitals (including a signed deal with UNC Health)—funded store-by-store to protect control and culture. Along the way: lessons in space efficiency (down to 550 sq ft), brand standards and audits, partnerships with college athletics, and the core belief that servant leadership and legendary hospitality make the operation work.

10 Takeaways

1. Mission in a line: “Food that tastes as good as it makes you feel.”
   
   
2. Origin story matters: farmers’ markets → pop-up → first shop; community pulled them forward.
   
   
3. Seven locations, four of them campus licenses; Raleigh is the newest corporate store.
   
   
4. Value over “cheap”: whole-food portions can out-value fast food, especially without the “juice add-on.”
   
   
5. Menu discipline: scratch dressings, organic where it counts, gluten-free/vegan friendly, and customizable.
   
   
6. Space mastery: proved the model in tiny footprints (550 sq ft food-hall unit) with smart line design.
   
   
7. Athletic partnerships drive volume and credibility (pregame meals, practice smoothies).
   
   
8. Hospitals are a natural next channel; UNC Health deal signed while they scout the on-campus spot.
   
   
9. Grow slow, keep control: NC-first corporate expansion; fund each store with its own investor group.
   
   
10. Culture wins: treat people exceptionally → low turnover, friendly service, consistent reviews.