“It wasn’t until I became an adult that I learned Fresh Choice, which felt as ubiquitous as the nearby McDonald’s, was a short-lived Bay Area phenomenon.”
Google Street ViewI do. It was my favorite restaurant in the world. For much of my childhood, it was my first-choice birthday dinner. Fairfield didn’t have many places that made you feel opulent, but when I walked into Fresh Choice, I felt like a goddamn Tudor.
It wasn’t until I became an adult that I learned Fresh Choice, which felt as ubiquitous as the nearby McDonald’s, was a short-lived Bay Area phenomenon. The chain was founded in Sunnyvale and, despite my loyal patronage as a 10-year-old, was never really a financial sensation. The original Sunnyvale Fresh Choice was a rousing success, with lines regularly stretching out the door at peak meal times. Exuberant about their concept, the team behind Fresh Choice began the rapid expansion that would soon become their downfall. It opened more than two dozen new stores all around Northern California and, by the early 1990s, even had a public stock offering. In 1993, it took the $20 million it raised and invested it into expanding into the Seattle and Dallas markets.
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