Concept Close-Up: Branches Wood Fired Chop House

FES1101Trends-ConceptBranches2Operators are looking to expanded retail options and diversifying their food services as ways to boost profits. That's what Branches Wood Fired Chop House looked to do when it opened its doors in November. Designers maximized the 10,500 square feet of space in Ukiah, Calif. to house a destination restaurant, gourmet marketplace and an Irish Pub.

In the main kitchen, which produces food for all three spaces, chef/owner Munther Massarweh teams up with pastry chef Debbie Coenen to deliver American comfort foods to the main restaurant and pub as well as house-cured meats and house-baked breads for the butcher shop and bakery. The retail portion also offers all-day organic coffee and pastries and a variety of take-out options including prepared entrees, steaks and pasta, sausage, rotisserie chicken and other specialty foods. The restaurant also plans to create a chef's garden to grow fresh herbs, fruits and vegetables for use in its dishes. An exhibition kitchen flowing into the dining room shows cooks at work, while poster-size food photography helps market the concept's housemade appeal.

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