True Food Kitchen Taps Burger Veteran to Scale Wellness for the Masses

SCOTTSDALE, AZ – July 21, 2026 – In a move signaling a powerful new strategy, True Food Kitchen has handed its reins to Jeff Chandler, an industry veteran renowned for scaling one of the nation's top “better-burger” chains. The appointment of Chandler as Chief Executive Officer is far more than a routine leadership shuffle; it’s a calculated play by the wellness-dining pioneer to turbocharge growth and operational discipline in a market that has become both incredibly lucrative and fiercely competitive.

For nearly two decades, the Phoenix-based brand has been a standard-bearer for healthful dining, building a loyal following around its anti-inflammatory food philosophy. But as the wellness trend it helped create has gone mainstream, the company now faces a landscape crowded with aggressive rivals. With Chandler, whose track record is defined by rapid expansion and a people-first leadership style, True Food Kitchen is betting it has found the right leader to transform its mission-driven ethos into a dominant market force.

A Strategic Bet on Proven Growth

To understand the significance of Chandler’s appointment, one must look at his decade-long tenure at Hopdoddy Burger Bar. As CEO, he transformed the Austin-based concept from a regional favorite into a national contender. Under his leadership, the chain’s unit count swelled by 140%, while systemwide sales skyrocketed by nearly 225% to $138 million. Even in 2025, a challenging year for many, Hopdoddy grew sales by over 6% without opening a single new location—a testament to robust operational management.

Chandler’s expertise lies in scaling the “better” segment, a space where quality ingredients and a premium experience are paramount. This isn't about mass-producing cheap food; it's about creating a consistent, high-quality, and craveable experience that can be replicated across dozens of locations. It's a skill set that aligns perfectly with the challenges facing True Food Kitchen, a brand built on scratch kitchens and a complex, seasonal menu. Investors are counting on this expertise. "Jeff brings the operational rigor and people-first leadership True Food Kitchen needs as it scales," said Steve Young, Managing Partner at Manna Tree, a key investor.

His immediate goals reflect this focus. "My focus will be on building a strong, people-first culture, restoring operational consistency and pride, and working alongside our teams to create warm, memorable and craveable guest and team experiences in every restaurant," Chandler stated, signaling a back-to-basics approach aimed at strengthening the company's foundation for future expansion.

Navigating a Crowded Wellness Landscape

The urgency behind this strategic shift becomes clear when looking at True Food Kitchen's recent performance against the backdrop of its market. After years of steady expansion, the company experienced what was described as a "rare down year" in 2025, with a slight 0.7% dip in systemwide sales. In the fast-moving healthy-casual sector, even a minor stumble can be cause for concern.

The competition is not standing still. Sweetgreen, a key rival, posted a 16% revenue increase in 2024 and is planning at least 40 new openings in 2025. Cava's revenue surged over 28% in its latest quarter as it expanded to 367 locations. Perhaps most notably, Flower Child, a direct competitor in the health-conscious space and now under the wing of The Cheesecake Factory, saw same-store sales jump 11% and is viewed as having the potential to become a 700-unit national powerhouse.

This is the arena True Food Kitchen is competing in—a market projected to grow to over $128 billion by 2033, where operational efficiency and rapid, smart expansion are the keys to survival and dominance. The appointment of Chandler is a clear acknowledgment that having a powerful mission is no longer enough; it must be paired with world-class execution.

More Than a Menu: Building a Lifestyle Brand

Chandler's mandate extends beyond just improving restaurant operations. He inherits a brand with ambitions to become a "premier lifestyle brand," a vision heavily backed by its high-profile investors, including HumanCo, Manna Tree, and Oprah Winfrey. A 2022 funding round that injected over $100 million into the company was earmarked for expanding its footprint and launching new, more accessible formats.

"True Food Kitchen has always been a pioneer," Chandler noted, emphasizing the brand's unique authority in health and wellness. The goal now is to leverage that authority to transcend the plate. This strategy is reinforced by other recent high-level additions, including Chief Marketing Officer Anthony Nguyen, a veteran of scaling national brands, and new board members Tariq Hassan, former CMO of McDonald's USA, and Denny Post, a seasoned restaurant strategist. This assembly of talent suggests a coordinated effort to build a brand that resonates with consumers on multiple levels, from the food they eat to the values they embrace.

Jason H. Karp, Founder and CEO of HumanCo, underscored the alignment. "Having known Jeff for over 3 years, I can confidently say Jeff is the ideal leader for True Food Kitchen right now," he said. "His commitment to a healthy lifestyle and a track record of building culture-centric, beloved restaurants makes him uniquely suited for True Food's next chapter."

The Culture Cure for Operational Consistency

Chandler’s repeated emphasis on a “people-first culture” is more than just corporate jargon; it’s a direct response to the operational challenges inherent in scaling a concept like True Food Kitchen. Running a scratch kitchen with a seasonal menu across 45 locations is immensely complex. It demands a highly trained, motivated, and stable workforce.

The company has already shown it can make smart operational pivots. After struggling with a clunky, custom-built online ordering system, its migration to a more modern platform led to an 8.5% increase in sales and a 52% reduction in error rates. This success highlights the immense impact that streamlined operations can have on both the customer experience and the bottom line.

Chandler’s plan is to apply that same rigor to the human element of the business. By focusing on culture, he aims to boost morale, reduce turnover, and ensure that the team in each restaurant has the pride and support needed to execute the brand’s vision flawlessly. In the service industry, a happy and engaged team is not a luxury—it is the engine of consistency and the most direct link to a memorable guest experience. Chandler is betting that by getting the culture right, the operational excellence and sustained growth will follow, finally allowing this pioneering wellness brand to fully realize its potential.