Grubtrotters

Fans of Tender Greens, rejoice. New locations in San Diego (opening in June) and West Hollywood (slated for September) are just the beginning. Owners of the wildly popular, eco-friendly salad spot in Culver City have plans to expand across the city, state and nation. “I think we see ourselves growing sustainably, maybe three restaurants a year,” owner David Dressler told Grubtrotters. “We don’t see there being a cap to the number of stores. There are opportunities for 20 to 30 from Northern California to Southern California and one-offs in other parts of the country.”

The reason for such massive expansion? Long lines outside the Culver City location are a huge clue. While many restaurants are suffering during the recession, Tender Greens had its best month ever in April (boosted by Earth Day, perhaps) and sells $3 million worth of food a year. “We see a hole in the marketplace,” Dressler says. “There are not a lot of places for good, affordable, healthy food, where you can get a great organic plate for $10. The lion’s share of our business is within three to five miles. People are just so time-crunched, they don’t want to spend 15 minutes in the car to go to lunch.”

Dressler is looking for locations with lots of foot traffic from homes and businesses, as well as outdoor space for sidewalk cafes and plenty of parking. “We’re looking at Burbank and Tarzana, Hollywood and maybe Santa Monica…We’ll get to Santa Monica eventually, but it’s a slightly more difficult restaurant market.”

So could Tender Greens turn into the next Pinkberry or even Starbucks? Whatever you do, don’t use the vile C word. “We may have multiple locations, but we don’t see ourselves as a chain,” Dressler says. “Our goal is to build a company that believes wholeheartedly in sustainability. We’re not trying to build a behemoth.” - Jenny