True Food Kitchen, which serves meals based on an anti-inflammatory diet developed by Dr. Andrew Weil — the self-described guru of holistic health — has become a phenomenon with 12 restaurants in 10 states, eight additional locations set to open and celebrity fans such as Gwyneth Paltrow, Chris Hemsworth and Drake, who all have gushed about it on social networks.
In the past two years, True Food Kitchen has spawned Juby True, a line of organic cold-pressed juices, cleanses and smoothies available at three Juby True juice bars and counting, a True Food Kitchen cookbook and a wellness blog. Now comes an online apparel store selling a variety of apparel for men, women and kids. Short-sleeve T-shirts for women, 60 percent cotton and 40 percent polyester, bear legends such as True, Honest, Farmy, Shine On and Green Goddess. Priced from $19.95 to $24.95, the shirts are available in long-sleeve, scoop neck, racer back, fitted and unisex fit; kids’ shirts are $14.95. There’s also a Be True to Yourself tote bag and water bottle.
Fox Restaurant Concepts’ founder Sam Fox created True Food Kitchen in 2008. Other eateries from Fox Restaurant Concepts include Zinburger Wine & Burger, The Arrogant Butcher, Culinary Dropout and Blanco Tacos + Tequila. Of course, not all of the eateries under the Fox Restaurant Concepts umbrella share True Food Kitchen’s healthy eating ethos. Just imagine the calorie count of the braised short rib burritos or Mexican chocolate cake at Blanco Tacos.
True Food Kitchen’s “clean” menu touts the benefits of eating in season. Dishes follow the guidelines of Weil’s diet, which is built on a food pyramid that any dieter would love: in ascending order, chocolate, spices, dairy, Asian mushrooms, fish, whole grains, vegetables and fruit. Items on the True Food Kitchens menu have an earthy feel: shiitake lettuce cups appetizer with tofu, jicama, sambal, Thai basil and cashews; and an ancient grains bowl with miso-glazed sweet potato, turmeric, charred onion, snow pea, grilled portobello, avocado, and hemp seed.
Fox has a simple secret to success: “We listen to our guests — a lot.”