After much anticipation, The Roast, Whole Foods Market’s first full-service restaurant concept in the Southeast, opened June 1st in Midtown Atlanta, Georgia. After throwing a preview party Wednesday evening, the fast-casual Brazilian Churrascaria opened to the public this past Thursday for lunch. The fast-casual spin on a typical Brazilian Churrasco concept allows customers to select a protein and build out their very own fire-roasted bowl incorporating sautéed greens, grains, and signature sauces. Vegetarian and vegan items will also be available. The restaurant will also feature a full bar including spirits and cocktails.

The Roast will highlight a rotating list of local chefs who will present featured dishes. Celebrity chef Kevin Gillespie of Gunshow, Revival, and Top Chef presents the first collaboration with a “flavors of the Andes” bowl, which includes Peruvian red chicken, golden beets, roasted peanuts, Aji Amarillo pepper sauce, roasted Peruvian purple potatoes, and fresh mint.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.