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How Vitality Bowls differentiates itself in the crowded fast-casual field

Cofounder Tara Gilad shares how she has positioned the superfoods concept for growth.

Patricia Cobe, Senior Editor

January 20, 2022

Tara Gilad and her husband Roy were pioneers in the now-trendy bowl segment, launching Vitality Bowls 10 years ago, before many consumers even knew how to pronounce acai. Their daughter, who was born with severe allergies, was the inspiration for the healthy concept, and the chain has since grown to 146 locations.

Tara Gilad
Tara Gilad

Listen as Gilad describes how the cafe's broad and varied menu sets it apart in the bowl-and-smoothie segment, how she’s managing supply and labor challenges, why franchisees are her most important customers and what she’s planning for 2022.

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About the Author

Patricia Cobe

Senior Editor

Pat plans and executes the menu sections of Restaurant Business and FoodService Director, covering food and beverage trends, Menu R&D, profiles of chefs and restaurateurs and Technomic research. She also contributes to the digital content of both RB and FSD and is editor of two weekly e-newsletters, Recipe Report and On the Menu. Pat’s weekly podcast, MenuFeed, covers a wide range of menu topics through interviews with chefs and operators.

Pat came to Winsight from Hearst, where she was an executive editor. She is the co-author of the Mompreneurs series of books as well as two cookbooks. She graduated from Cornell University and earned a Masters in Journalism from Boston University. She is active in several professional organizations, including Les Dames d’Escoffier and the International Foodservice Editorial Council (IFEC), and serves as a judge for the James Beard Media Awards.

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