A restaurant chain backed by Oprah Winfrey and built around the revolutionary concept of voluntarily eating kale has filed for Chapter 11 bankruptcy after shutting down a dozen locations across the United States.
True Food Kitchen, once promoted as a fast-growing destination for health-conscious diners, now operates 34 restaurants in 14 states while searching for a buyer to keep the remaining locations afloat.
Founded in Phoenix in 2008 by restaurateur Sam Fox and wellness guru Dr. Andrew Weil, the chain built its reputation on menus packed with vegetables, fruits, whole grains, and ingredients that often require a Google search before ordering.
The company attracted significant attention when Oprah Winfrey invested in the business and joined its board. At the time, the partnership was viewed as a major boost for the brand’s expansion plans and wellness-focused mission.
Instead, the company found itself dealing with management changes and an ambitious growth strategy that apparently proved harder to digest than a plate of fermented cauliflower.
True Food Kitchen’s troubles highlight the challenges facing many restaurant chains as consumers continue cutting discretionary spending and competition remains fierce across the dining industry.
Despite the bankruptcy filing, company leaders insist the future remains bright.
“True Food Kitchen is a pioneering brand with a distinctive position in wellness-driven dining, a loyal community of guests, and a mission that is more relevant than ever,” CEO Jeff Chandler said in a statement.
The company says bankruptcy protection will allow it to simplify operations and focus on its core business while pursuing a sale.
For now, the remaining locations plan to continue serving health-forward meals to customers who still know what farro is, while executives search for a buyer willing to bet that America’s appetite for wellness dining remains stronger than its appetite for bankruptcy filings.
In what may be the most uncomfortable item on the menu, the chain spent years encouraging customers to make better life choices, only to discover that expanding too quickly wasn’t one of them.
