Jan Butsch Schroder
I’m a fan of names that tell me exactly what I’m going to get – life has enough mysteries, don’t you think? So I loved the name of Fresh 2 Order before I ever went there. The concept of the restaurant is to serve fine fresh food fast, with items for less than $10.
I visited the Midtown location last week and picked up a spinach peach salad and the grilled salmon for lunch for my husband and me. (If it wasn’t for that liking to fit in my jeans thing, I would have created my own fantasy plate of garlic jack grits cake, macaroni and cheese, sweet mashed potatoes and one of the gorgeous looking fresh chocolate chip cookies.) Our food was fresh and fine and the menu is calling me for a return visit, perhaps for the weekend brunch on the patio.
I interviewed CEO and founder Pierre Panos, who started the restaurant with Jesse Gideon.
How has your concept been received?
We have been thrilled with the way Atlantans have embraced us. It seems the city was ready for a fresher alternative to what is currently out there.
Do you attract any particular demographic group?
Our demographic is very broad. We appeal to the younger set because of the lively eclectic interior look and feel of the space and the very reasonable prices. We appeal to the older set because where else can you get a fine food quality meal for under $10 and in less than 10 minutes? We appeal to everyone else in between because of the freshness and in-store preparation of fast, healthy, quality food with a broad appeal for a reasonable price.
What are the most popular items on the menu?
Our dinner entrees, such as crab and avocado encrusted salmon, are going over very well. We also sell a lot of salads and paninis, like our Mediterranean salad with olive tapenade, calamari and feta crumbles or the fresh grilled salmon panini with corn relish, avocado and a creamy dill sauce.
Fresh 2 Order has three locations, with three more scheduled to open:
Midtown: 860 Peachtree Street in the Spire Building, 404-593-2333
Sandy Springs: 6125 Roswell Road, 404-567-8646
John’s Creek: 10900 Medlock Bridge Road, 678-720-9333, www.f2order.com
A location in Cumberland Mall opens in November; one in Chattanooga in January 2008 and Buckhead in May 2008.