For its first few years in business, Honeygrow enjoyed the same kind of momentum and accolades as other trendy fast casuals popping up on the East Coast. Its unique stir-fry menu and ahead-of-its-time touchscreen ordering platform helped it earn a loyal following and propelled it out of its home market of Philadelphia and into cities like New York, Boston, and Washington, D.C. But in 2018, Honeygrow's momentum came to a screeching halt. The launch of sister concept Minigrow, along with a three-unit expansion into Chicago, proved to be bad bets, and Rosenberg was forced to make some difficult decisions in turning the brand around.
In this conversation with QSR editor Sam Oches, Rosenberg details the story of Honeygrow's rise, reveals the red flags that convinced him it was in need of an overhaul, and shares the secret to how the brand successfully righted the ship.

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