Whole Foods enters the restaurant business

5/29/2017

Though its financial results have been slowed by increased competition and its investors are calling for an internal shakeup, Whole Foods Market is expanding its food offering with a full-service restaurant in Atlanta, Ga.

Opening June 1, the 48-seat eatery, called The Roast, will focus on Brazilian-style grilled meat, though vegan and vegetarian options will also be available, according to the Atlanta Journal-Constitution.

In addition to set menu items (and a special bar menu for the evening), diners can select from a list of proteins, greens and grains to build their own bowls. The Roast will also collaborate with local chefs on seasonal dishes.

Whole Foods has seen sales at established stores fall for seven straight quarters and pressure on the chain will likely intensify with European grocery chain Lidl entering the U.S. market this summer.

In its efforts to turn things around, the company said it would cut $300 million in costs by its fiscal 2020 and pumped the brakes on an aggressive expansion plan. At one time the grocery chain said it saw the potential for 1,200 locations, up from 470 in the United States, Canada and the United Kingdom.

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