Science of Service Episode 4: Henry Borgeson on Leveraging Tech at Roots Natural Kitchen

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Roots Natural Kitchen didn’t set out to become a tech-savvy trendsetter. The restaurant, launched on a college campus in 2015, started with one mission: to make eating healthy easy and enjoyable, especially for students. But along the way, Henry Borgeson, CEO of Roots, discovered that technology could play a pivotal role—not just in surviving challenges like COVID-19 but in thriving beyond them.

For restaurant owners navigating the fast-changing world of food service, Roots’ story offers valuable lessons on when to build your own tech, when to buy, and how to optimize your systems without losing sight of what you do best. Here’s how this fast-casual chain is scaling smarter, not harder.

The Beginning of Roots Natural Kitchen

Roots Natural Kitchen began, quite literally, on a college campus in Charlottesville, Virginia. Founded by four UVA graduates, their mission was simple but revolutionary for the college food scene dominated by pizza and greasy late-night eats. What if, instead of catering to midnight cravings, there was an option for wholesome, crave-worthy meals that left you feeling good?

The idea resonated immediately with students. Roots' signature bowls, like El Jefe with its bold mix of kale, charred corn, and barbecue tofu, quickly built a loyal following. One of those early fans? None other than Henry Borgeson, who credits the switch to Roots' nutrient-packed meals with helping him shed 30 pounds and kickstart a healthier lifestyle. His passion for the brand eventually led him from loyal customer to CEO.

Navigating COVID-19 and the Digital Transition

Like so many restaurants, Roots faced one of its biggest challenges with the onset of COVID-19. Overnight, the fast-casual chain had to pivot from a steady stream of walk-in customers to fully digital revenue streams. College campuses emptied, and uncertainty loomed.

Luckily, Roots wasn’t starting from scratch. They had already begun experimenting with a mobile ordering app in 2018, something Borgeson describes as a “scrappy, bare-bones solution” that gave them a head start when the lockdowns began. Soon, Roots shifted from 95% in-store orders to nearly 80% coming from digital channels like their app and third-party delivery services.

This period also revealed an unexpected audience. Though college students were no longer on campus, the surrounding communities rallied, drawn to Roots' fresh, healthy bowls during a time when convenience and safety became paramount. As difficult as it was, the pandemic proved that Roots was more than just a college kid hotspot.

Why Roots chose to build their own app

Building a mobile app might sound like a no-brainer now, but in 2017-2018, it was a bold move. Creating a custom mobile app was ambitious for a small chain with limited resources. “It was a big enterprise-type thing to do,” Borgeson admits, “and we were punching above our weight class.”

However, off-the-shelf solutions weren’t as accessible then, particularly for small restaurant operators. Big tech players only catered to larger organizations, leaving Roots to say, “If we want this tool, we’ll have to build it ourselves.”

The result? A simple app that delivered a better user experience for their customers, but also came with hard lessons. Case in point? The “Great App Fiasco of 2018,” when a $1 bowl promo unexpectedly flooded the system with orders, leading to chaos and a day Roots employees won’t soon forget.

Despite the rocky start, having the app in place ultimately proved invaluable during COVID-19. "When you're doing it yourself, that's the sort of stuff you don't even know enough to know where you are making mistakes with what seems like good sound logic," Borgeson says, "When you put it out into the real world, the outcome can often be different than what you've anticipated. And that was just the first iteration of that, but a fun and not-so-fun one at the same time."

Creating a smart tech stack

Coming out of the pandemic, the tech landscape had shifted dramatically. With the rise of platforms like Toast POS and Lunchbox, smaller restaurants suddenly had access to tools once reserved for bigger players.

Roots embraced this change, moving from their custom-built app to a hybrid solution:

• Toast: Handles in-store point-of-sale transactions.
• Lunchbox: Powers online and app-based ordering.
• Custom Kitchen Display System (KDS): A unique solution Roots continues to maintain in-house, enabling accurate processing of highly customized bowls.

Their KDS deserves a special mention. While most backend solutions create more confusion for heavily customizable menu items, Roots built their system to translate orders into step-by-step instructions aligned with their make line. This keeps error rates low and ensures their bowls are made consistently, no matter how busy the line gets.

The catering boom

While many restaurants were just trying to stay afloat during COVID-19, Roots leveraged technology to unlock new revenue streams. Catering, in particular, became a major growth driver. What began as a modest channel now accounts for nearly 20% of the chain’s revenue.

Roots’ catering success stems from identifying tech partners like ezCater that make B2B food ordering seamless. 

This newfound income has helped Roots reinvest in other areas of the business, proving a key point for restaurant owners to note: Technology isn’t just about saving money. The right investments can unlock growth opportunities you didn’t know existed.

Strategic expansion and growing with customers

Before COVID-19, Roots primarily focused on college markets. After all, the student demographic was receptive to their concept and easy to reach through campus word-of-mouth. But as the pandemic drove them to expand into urban areas, they realized something important: Roots customers wanted the brand to grow with them.

“We talk about growing up with our customer base,” says Borgeson. Students who fall in love with Roots on campus carry that loyalty with them as they graduate, move to cities, and even settle in the suburbs. By strategically opening new locations in these areas, Roots has created a scalable model that prioritizes its loyal customers and builds buzz with new ones.

Lessons for restaurant owners

If Roots Natural Kitchen’s story proves anything, it’s that technology should serve your goals, not dictate them. Here’s what restaurant owners can take away from their experience:

1. Know When to Build vs. Buy: Early on, building their own app made sense for Roots because no solutions fit their scale. Today, they leverage platforms like Toast and Lunchbox while maintaining only the custom tools that solve unique challenges.
2. Write a Job Description for Software: Don’t buy tech just because it’s shiny. Roots writes detailed “job descriptions” for software before evaluating solutions, ensuring their investments align with specific operational needs.
3. Prioritize Usability: Roots’ custom KDS simplifies back-end operations by making it easier for employees to do their jobs. Happy staff equals happier guests.
4. Find Revenue-Unlocking Tools: Catering technology proved a game-changer for Roots, adding 20% to their total revenue. Look for tools that help you grow instead of just cutting costs.

The El Jefe of their tech stack

Roots Natural Kitchen might be a “bowl-making business,” but their strategic use of technology is on par with the smartest players in the game. By combining the right tools with a clear vision, they’ve scaled their restaurant model in ways that benefit both their customers and their bottom line.

Whether you’re considering building your own tech solution or looking for the perfect partner, remember this takeaway from Borgeson himself: “Roots is a great restaurant and I assume if you're listening to this podcast, you've also got a great restaurant, but we're not financial titans. You can end up down a rabbit hole if you're trying to flex your technologically creative muscles. So just being really tight about the definition of where you think you have a unique problem and then making sure you scope that problem to whoever's gonna be doing that work for you, best.”

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