Fresh Choice

Fresh Choice
	File:Fresh Choice-logo.jpg
Company type	Privately held
Genre	Restaurant
Founded	1986
Defunct	2012
Headquarters	Emeryville, California, U.S.
Key people	Sandy Boyd, CEO

Fresh Choice was a buffet-style restaurant chain operating across California, Washington, and Texas. It operated under several brand names including Fresh Choice, Fresh Plus, Fresh Choice Express, and Zoopa.

History

The inaugural Fresh Choice restaurant launched in Sunnyvale, California, situated on El Camino Real within the Cala Shopping Center. This location previously housed Calaway's Bar and Grill. The founders—Martin Culver, Brad Wells, and Ken Oppeltz—established the first site in 1986. They managed to open the initial outlet with an investment below $140,000, financed through Martin Culver’s home equity line of credit combined with Brad Wells’ cash infusion and Ken Oppeltz’s expertise in the restaurant industry. The establishment quickly gained popularity, evidenced by long lines, which motivated the founders to pursue a second venue promptly. This subsequent location debuted at Moffett Business Park. Soon after, a venture capital firm approached the team, enabling them to secure multiple rounds of funding for expansion. Fresh Choice then opened additional restaurants at Stanford Shopping Center and Valley Fair Shopping Center, both of which took over previous restaurant spaces. Over several years, the chain grew to encompass more than 50 outlets across California, Texas, and Washington.

Positioning itself as a nutritious alternative to traditional fast food establishments, Fresh Choice emphasized menu selections that were relatively low in fat, carbohydrates, and calories. Each restaurant featured expansive 50-foot salad bars alongside six varieties of freshly prepared soups daily, artisan pizzas, and freshly baked breads.

The company prioritized sourcing produce from local farmers and aimed to incorporate seasonal, locally grown, and organic ingredients whenever possible. In 2009, Fresh Choice initiated a project to cultivate many of its own vegetables. The Sacramento Magazine Diners' Choice Awards recognized Fresh Choice as the most health-conscious restaurant menu in both 2008 and 2009.

Fresh Choice participated in PG&E's Climate Smart Program by making voluntary charitable contributions that supported projects focused on capturing and reducing greenhouse gas emissions. This initiative helped offset energy consumption at its Northern California locations to achieve carbon neutrality. Moreover, the chain sponsored and took part in community events such as the 2009 Sacramento Earth Day, the California International Marathon, and various health fairs.

One former location in Gilroy operated under independent ownership as Fresh Choice after rebranding from California Fresh. This Gilroy restaurant ceased operations in March 2025.

Closures

Towards the end of 2012, Fresh Choice shut down nearly half of its outlets. As reported by the Capitola-Soquel Patch, the company intended to revamp its restaurants with a new model featuring à la carte options and pricing salads by weight. The redesigned concept also included a beer and wine bar, a dedicated breakfast area, and modernized seating arrangements. Several locations that had been operational for less than two years were closed, and plans for a new site in Stockton were permanently abandoned, according to company statements.

By December 15, 2012, it was announced that all Fresh Choice branches would cease operations indefinitely. However, two former Bay Area establishments were reopened under the new name "California Fresh".

References

History

Closures

See also

References