The Roast, Whole Foods Market’s first Southeastern venture into the full-service restaurant business, is certified open in on Ponce de Leon Avenue in Midtown. After throwing a preview party Wednesday evening, the fast-casual Brazilian spot opened to the public Thursday at 11 a.m.
The Roast is serving Brazilian churrasco fare, and a rotating list of local chefs will collaborate on dishes. Kevin Gillespie of Gunshow, Revival, and Top Chef fame is leading things off with a “flavors of the Andes” bowl, which is composed of Peruvian red chicken, roasted Peruvian purple potatoes, golden beets. Aji Amarillo pepper sauce, roasted peanuts, and fresh mint. Cooks prepare dishes in an assembly-line format, and meats are fire-roasted in plain view (inspiring the restaurant’s name).
The space contains all the ubiquitous elements of a modern fast-casual spot. There’s plenty of subway tile; dark woods; and exposed, painted brick. Digital kiosks are available for quick ordering, and a separate room with billiards and a DJ booth provide entertainment.
The Roast has seating for 48 customers and is open daily from 11 a.m. Here, now, see the restaurant in action during its preview party.