Fresh City, a fast-casual restaurant chain out of Massachusetts, is looking to start fresh in the D.C. market and their first foray will be in the Clocktower Center area of Herndon, at 2403 Centreville Road at the intersection of Sunrise Valley Drive.  

The ribbon-cutting ceremony Oct. 14 featured Herndon Mayor Steve DeBenedittis, Larry Reinstein CEO of Fresh City, Bruce Reinstein COO of Fresh City and Robert Grimes CEO of Fresh City.

The Herndon location will be the first Fresh City of 40 in the area with plans to build an average of three to four new locations a year in the Virginia, Maryland and D.C. area.  

Fresh City serves an array of freshly made-to-order menu items, including salads, sandwiches, burritos, wraps, stir fry dishes and unique smoothies in a comfortable yet energized atmosphere.

“We believe the Washington DC area will enthusiastically welcome Fresh City’s unique lifestyle brand,” says Capitol Fresh CEO, Robert Grimes. “Our food is fresh, made to order and with our variety we believe anyone in your group will find exactly what they want to eat at that moment.”

This will not be Grimes’ first venture in the restaurant industry.   

Previously, he worked for Marriott International in the Food and Beverage area. Grimes is an executive and co-owner of the locally-based Sergeant’s Program, a program designed to promote physical fitness.  Grimes, who currently serves on the Board of The National Restaurant Association, is most recognized for his work in the foodservice and hospitality technology sectors through Accuvia - the leading industry consulting, publishing and events company, and FS/TEC which is co-founded with Nation’s Restaurant News in 1996. Fresh City prides itself in having demonstrated that its brand meets today’s lifestyle, offering something for everyone. Known throughout New England for its bold and original recipes Fresh City is always looking to create new menu items. However, at the core of every new food item is starting with fresh food and making the customer feel great about their choice. Working diligently to perfect menu offerings that feature authentic flavors, is just part of the Fresh City story.  “Our restaurants are designed to capture the same atmosphere provides,” states Larry Reinstein, Fresh City’s President and CEO.  “Fresh has the top billing in our name and we don’t hold back when it comes to providing our guests with fresh and wholesome alternatives.” Fresh City’s prominent open kitchen design includes stations that provide an array of fresh options which areprepared right in front of the guests.  This unique approach showcases the pride that attracts only the most serious restaurant entrepreneurs.   “We use only 100 percent fresh produce which is prepared daily and allows us to create each meal fresh-to-order & meet your dietary requests," Reinstein said. "We serve only Montana Ranch Brand Steak and fresh all-natural chicken. All of our meats are free of hormones and antibiotics and all of our food is Trans-Fat Free.  Our kitchen is open and we wouldn’t have it any other way." 

“I’ve worked with many restaurant concepts and their organizations but quickly came to the conclusion that, after meeting Larry, Bruce and the Fresh City team, their passion about food and their commitment to serving guests becomes contagious,” said Grimes. “I thought how can I not bring this to the D.C. market?”

ABOUT FRESH CITY

Fresh City originated in 1997 and is an emerging player in the rapidly expanding fast-casual segment of the restaurant industry.  Fresh City’s 17 restaurants can be found in Massachusetts, New Hampshire, Rhode Island and Connecticut, including locations along the Massachusetts Turnpike, and at Bradley and Logan International Airports.  Openings are planned in Virginia, Maryland and D.C. area beginning in 2008.