Urban Greens' flavourful approach to taking healthy eating to the next level

Its salads’ unique taste was produced after a series of pickling and marinating experiments.

Despite supply issues challenging the UK, Urban Greens continues to take its salad to the next level, with a third location opening in mid-March in London.

The salad brand was first established by three friends who met at a university in London and bonded over their love for food. Despite parting ways to different cities, the three stayed in touch and eventually found themselves working and having lunch together again.

In 2019, they found that healthy options were not that filling or even delicious. With that, Rushil Ramjee, Houman Ashrafzadeh and Yannis Divas quit their jobs, took matters into their own hands, and created Urban Greens.

Now, Urban Greens has three locations: St. James's Park, Canary Wharf, and St. Paul’s One New Change, which will open in mid-March.

Talking with QSR Media, Houman and Rushil discussed how they managed to elevate the salad into something more, how they are dealing with the supply crisis, and their plans.

QSR Media: What were your initial goals for the business?

Houman: Our initial goal was to change the salad game in London. We always had the vision of growing the brand to become one of the most prominent healthy fast-food eateries in the capital.

Why the obsession with salad? Is there a personal story there?

Houman: Our obsession was to change the perception of the normal salad and elevate it to the next level. When you start experimenting with different pickling and marinating techniques with vegetables, things can suddenly get a lot more exciting than the traditional salad bowls Londoners were used to eating.

How have you been doing since a year ago?

Houman: We have seen strong growth since a year ago, revenue has nearly doubled, and we see higher footfall in our stores as a result of more people returning to the offices.

How are you changing the way Londoners eat salad?

Rushil: By bringing them creative bowls of nutritious ingredients packed with flavours. Healthy doesn't have to be boring, and that's the way we are changing the way Londoners eat their salads.

The UK is currently facing supply shortages, especially on salad items, with the government asking some supermarket groups to re-examine their relationship with farmers. How are you impacted by this crisis? What are you doing to mitigate its effects so you can continue to serve your customers?

Rushil: We are impacted by the supply shortages in the UK, particularly on salad items. We are closely collaborating with our suppliers to manage the situation and minimise the effects on our business. Our team is exploring alternative sources of supply where possible. We remain committed to providing the best possible service to our customers and supporting our suppliers during this challenging period.

How do you differentiate from other brands/competitors? Can you enumerate them for us?

Rushil: Our brand differentiates itself by placing the focus on flavour through our unique approach to preparing vegetables. We pickle, massage, and marinate our ingredients to create a distinctive taste and texture that sets us apart from other salad-focused restaurants. Our chef-inspired dressings are carefully crafted to complement our flavorful vegetables, and our menu-based approach ensures that every salad is well-balanced and delicious. This approach contrasts with the typical "Make your own salad" option and makes our brand stand out in the market.

You've recently opened a third location. What would be unique about it?

Houman: Our new location is unique in that it services a new customer base in a different area of the city. This area has a high demand for healthy, on-the-go lunch and dinner options, and our new location has been designed to cater specifically to those needs.

In addition to our focus on healthy and delicious salads and sides, we are also incorporating new technology to improve the efficiency of our operations and ordering process. Our customers can look forward to a streamlined ordering and payment experience that makes it even easier for them to enjoy our high-quality food.

Overall, our new location represents an exciting opportunity for us to reach new customers and expand our business and brand while staying true to our commitment to providing healthy and delicious food to Londoners.

What business direction are you taking Urban Greens? What are your plans for 2023?

Rushil: Our direction for Urban Greens is to continue growing the business by opening additional stores whilst maintaining consistency and quality. Our focus is on providing healthy and delicious meal options that are convenient for customers on the go.

In 2023, we plan to expand our menu offerings to cater to the evolving needs of our customers and continue building on our brand. We believe that by staying true to our values of quality and consistency, we can successfully grow our business and provide a sustainable model for the future.

Where do you see Urban Greens in the next five years?

Rushil: At Urban Greens, our vision for the next five years is to become a household name for healthy fast food, while maintaining a strong culture and commitment to our values.

In addition to expanding our physical presence, we are committed to investing in our workforce, and providing our team members with the training, support, and opportunities they need to grow and thrive. We believe that a strong and engaged workforce is essential to achieving our growth goals while maintaining the high standards and culture that we are known for.

Houman: Our culture is based on a commitment to quality, consistency, and community, and we will continue to prioritize these values as we grow. We remain committed to sourcing ingredients locally wherever possible. By staying true to our values and culture, we are confident that we can achieve our growth goals while making a positive impact on our team members, customers, and the world around us.