Tender Greens and Tocaya Merge to Form the New One Table Restaurant Brands

This article was written by Lisa Jennings with NRN.

The Southern California-based restaurant chains Tender Greens and Tocaya are merging and forming a new parent company called One Table Restaurant Brands, or OTRB, the companies announced Tuesday.

Leading the newly formed company will be veteran executives from both Tender Greens and Tocaya’s former parent The Madera Group, who will lead the operations of 45 locations in California and Arizona between the two fast-casual brands.

Stepping into the role of president and chief financial officer is Lina O’Connor, who served previously as CFO for Los Angeles-based Tender Greens.

Rudy Sugueti, the former chief operating officer of Los Angeles-based The Madera Group, will serve as COO of OTRB. The Madera Group’s former marketing chief Matt Smith will be CMO of the new group.

And serving as executive chair of OTRB is Harald Herrmann, the former CEO of Yard House and Mendocino Farms.

Serving on the board will be the founders of both companies. Erik Oberholtzer, a co-founder of Tender Greens in 2006, will offer guidance on culinary initiatives, and Tosh Berman, who created the Tocaya brand in 2016, will provide advice on creative vision.

Backing OTRB are investors from both concepts, including Alliance Consumer Growth and Union Square Hospitality Group — which took a significant minority stake in Tender Greens in 2015 — as well as legacy Tocaya investors Breakwater Management as well as Michael Meldman and Schuyler Joyner.

Both Tender Greens and Tocaya are known for their chef-made menus and locally grown ingredients with a build-your-plate component.

At Tender Greens, where lettuce may have been grown on the restaurant patio, the elevated menu varies by location but might include the option of steak, chicken or salmon plates, with the choice of vegetable, or salad, sandwiches or family meals. Tender Greens operates 27 units throughout California.

The modern Mexican concept Tocaya has a menu of salads, bowls, tacos and burritos that is vegan and vegetarian friendly with an emphasis on sustainable, fresh ingredients. Tocaya has 18 locations in California and Arizona.

View the original article here.


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