The Roots Natural Kitchen Expansion Story

Building Culture and Community Through Fast Casual Natural Food at Roots

We’re excited to share the story behind Roots Natural Kitchen, the fast-casual restaurant making waves with its radically accessible, natural food. We sit down with Henry Borgeson, CEO of Roots, to explore how the brand grew from a single college-town eatery in 2015 to a mission-driven company with over 16 locations and a team of more than 750 employees.

Henry shares how a group of UVA students teamed up with local chefs to create the kind of restaurant they—and their university community—craved: a place where great-tasting, wholesome food didn’t have to be complicated or inaccessible.

We discuss Roots’ unique philosophy of combining bold flavors with simplicity, the behind-the-scenes technology and menu innovations driving their rapid growth, and how they’re building a culture rooted in empathy, resilience, and humility.

From catering for major Columbus events to cultivating community partnerships and expanding across the Midwest, hear how Roots keeps authenticity at its core while meeting customers—quite literally—where they are (yes, including drive-thrus!).

Whether you’re a health-conscious foodie, aspiring entrepreneur, or just curious about what it takes to grow a value-driven brand, this episode is packed with insights you won’t want to miss.

Inspiring Moments

00:00 Founding a Healthy Fast-Casual Eatery

05:30 Radically Accessible Opportunities at Roots

07:03 "Signature Bowls: Roots' Unique Appeal"

11:36 Drive-Thru Accessibility Innovation

14:04 "Restaurant Online Ordering Evolution"

15:42 Quick Pivot: Pre-COVID Ordering App

20:50 "Versatile Catering Options"

25:02 "Values-Driven, Principle-Based Success"

27:04 "Challenges in Vision and Capital"

29:55 Restaurant Fundraisers: Community Partnerships

32:58 Roots Menu Innovation: New Steak Offering

Here are 3 key takeaways for anyone interested in scaling a purpose-driven business:

• Radical Accessibility is More Than Just a Slogan: Roots’ focus on making healthy, tasty food convenient and approachable—regardless of your dietary needs or background—has set them apart. Their signature bowls simplify decisions for customers and allow customization while ensuring flavor and nutrition.
• Growth Powered by Customer Feedback: Expansion strategies were informed by listening closely to what each new community wanted, whether that meant developing an ordering app, launching catering, or adding drive-thru service in Columbus. Meeting customers where they are is at the heart of the Roots philosophy!
• Values-Driven Hiring & Culture: At Roots, team members are hired and trained based on shared values like friendliness, empathy, resilience, and humility, not just experience. This commitment fuels a culture of operational excellence and empowers employees to grow within the company.

To run a successful business, you need resources, valuable connections, and community recognition. Business Inspires will provide you with the tools, resources, and examples to inspire you to create the business you envision.

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This season is presented by: