Whole Foods Market to launch fast-casual Brazilian concept

February 22, 2017

Whole Foods Market is planning to experiment with a fast-casual Brazilian churrasco concept to launch in Atlanta later this year, the company said last week.

The restaurant, tentatively titled the Roast, is part of an ongoing revamp of the Ponce de Leon location in Midtown.

With construction permits procured, plans for the location include billiards, a DJ platform, as well as digital-ordering kiosks. The unit will seat about 48 people.

Brazilian is new for the Austin, Texas-based chain — “the first of its kind,” according to Lauren Bernath, Whole Foods’ regional social, digital and public relations specialist in Atlanta.

Quentin Arndt,