"My objective is not to charge you 300 bucks to sit down. My objective is that this fruit should be consumed by the whole community. We produce massive amounts of fruits and vegetables - fine dining uses very little food. We were sold out every night, but you're sold out with like 50 people."
"At Pretty Good Advice, he serves up to 800 people on a Saturday. While fine dining restaurants don't tend to have many regular customers, McNamara is proud to share that 70% of his customers at Pretty Good Advice return regularly throughout the week."
Matt McNamara, co-founder of Michelin-starred Sons & Daughters, left fine dining to focus on his 83-acre Santa Cruz Mountains farm. He opened Pretty Good Advice to make fresh, farm-grown food accessible to broader audiences rather than exclusive fine dining clientele. The fast-casual concept serves vegetarian-leaning sandwiches, burgers, and fries featuring seasonal ingredients. McNamara expanded from Soquel to Santa Cruz and now opens a San Jose location. His model serves up to 800 customers on Saturdays with 70% customer retention, demonstrating that accessible pricing and quality ingredients create sustainable business success while maximizing farm production utilization.
#farm-to-table #fast-casual-dining #seasonal-local-ingredients #accessible-food #restaurant-expansion
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