Founders see Denver-based concept as a scalable brand
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Honor Society Handcrafted Eatery, a new, healthful, “fast fine” concept, will launch in mid July in Denver, the first of what founders hope will be a scalable brand.
Honor Society is one of a growing number of premium fast-casual concepts that lean toward fine dining in terms of their chef-driven menus, but with the convenience of ordering at the counter and accessible price points.
Honor Society is the combined effort of Rob Alvarado, CEO and managing member of Palo Alto Inc./Alvarado Concepts LLC, a franchisee of 144 Taco Bell, Pizza Hut and KFCunits. His family also is partner in the Colorado Rockies baseball team.
Joining him as founding partners are Ian Smith, a restaurant consultant and director of new concept development for Alvarado Concepts; Jonas Tempel, who founded the ad agency Factory Design Labs Inc.; and chef Justin Brunson, owner of Denver’s Old Major and Masterpiece Deli concepts.
“We’re definitely building this with an eye toward becoming a long-term, scalable brand,” Alvarado said. “First, we want to see how it resonates and translates.”
Honor Society will serve breakfast, lunch and dinner, and the from-scratch menu will be built around a platform of plated meals, with a base protein and side dishes featuring seasonal and sustainable ingredients.
Customers might select a grilled Aspen Ridge flank steak or Scottish salmon as a plate, sandwich or salad, paired with organic roasted carrots, sautéed spinach and kale with garlic and chili flakes, or gluten-free macaroni and cheese.
Entrees will be priced between $8 and $14, and the restaurant will have a full bar serving handcrafted cocktails, craft beer and wine on tap, Alvarado said.
Honor Society will have a mobile app for ordering ahead and payment. The restaurant will offer catering and delivery.
Honor Society will be LEED certified to meet certain environmental standards, with a “barn meets loft” design that uses recycled and repurposed materials when possible. The restaurant will measure 3,300 square feet.
A focus on employees will be built into the concept’s DNA. The restaurant will have an “Honor Academy” that will invest in education, training and personal development of employees.
Denver is fertile ground for fast-casual concepts, as the home of brands such as Smashburger, Noodles & Company and Chipotle Mexican Grill. Alvarado sees such competition as a good thing.
“One think I like about Denver is that these fast-casual chains that have emerged out of the market have done a great job of educating consumers and creating a customer that pays attention” to the fast-casual space, Alvarado said.
He hopes Honor Society will become more of a lifestyle brand that “honors the body, spirit, family and community,” which is the brand’s mission.
“We view ourselves as being in the lifestyle improvement business,” Alvarado said. “Our goal is to seek the permission of guests to get involved in their lives, whether through food or outdoor activities.”
This article has been revised to reflect the following correction:
Correction: June 29, 2015 An earlier version of this story gave an incorrect count of Alvarado Concepts’ franchise units. In addition, Alvarado’s family is a partner in the Colorado Rockies, not the sole owner.
Contact Lisa Jennings at [email protected].
Follow her on Twitter: @livetodineout
