Four years after the original store opened, True Food is now the most profitable of all the Fox Concept restaurants, and Denver, says Weil, is an ideal location in which to further the growth. "This was a big step for us -- but there's nothing quite like this in Denver, and I think it's needed here," he adds, noting, too, that the Denver location is the first outside of Arizona and California, the only two other states that have outposts. Additional locations, he reveals, will open in Dallas, Seattle, Boston and Houston.
And the concept, Weil says, has been embraced in every market -- not that he's surprised. "The menu is based on a Mediterranean diet, with Asian influences added in, and we're using the right fats and carbs, minimizing sugars, using whole grains and the right protein sources," he adds. And most important, notes Weil, "We're really emphasizing fresh, local foods that are delicious. We're not rubbing people's noses in the fact that it's healthy, because we don't need to: It's honest food that tastes really, really good." The fact that it's good for you, suggests Weil, is just an added benefit.
The menu, which is a collaboration between Weil and Michael Stebner, who's the executive overseeing all the True Food Kitchen restaurants, will change seasonally, and since all of the True Food restaurants work with local farmers, Stebner is going to adhere to that here, too. "We have great relationships with local farmers, and we have a seasonally changing menu, so the goal is to definitely work with local Colorado farmers," says Weil, noting that the majority of vegetables and fruits are organic, with the exception of those that are included on the "Clean 15" list, produce that's least likely to be contaminated with pesticide residues. He adds, too, that the True Food Kitchens all serve sustainably farmed or wild-caught fish.
Last week, I had the opportunity to sample a variety of dishes from True Food Kitchen, as well as tour the quarters, which are bright and lofty, walled with Aspen trees and large windows and hued lemon and lime. It's a clean, modern space, whose focal point, a huge exhibition kitchen that's a true working kitchen, buzzes with a crew of what can only be called performance artists turning tricks with their knives. Fruits and vegetables -- not meat -- are their objects of desire, and watching the staff is nothing short of theater.
Herewith, a first look of what you can expect. True Food opens today and will serve lunch and dinner daily, along with weekend brunch. For more information, call 720-509-7661