Fresh Kitchen Hires Veterans to Scale Clean-Label Bowls

Veteran Hires to Drive Scale

Fresh Kitchen, the 21-unit Florida fast-casual bowl brand, has hired two veteran executives to accelerate a push past 100 locations. Announced July 15, 2026, the appointments place William “Bill” Knopf in the newly created role of senior vice president, head of operations, and Matt Livingston as chief development officer. The growth plan leans into the brand’s point of difference, a menu of customizable bowls with grilled meats and roasted vegetables, a fully gluten-free platform, hormone- and antibiotic-free proteins, and a seed-oil-free kitchen.

Culture First, Disciplined Growth

Founded in Tampa in 2014, Fresh Kitchen operates under Ciccio Restaurant Group, led by founder James Lanza, which manages eight concepts, including Water + Flour, Cali, and Green Lemon, across 31 venues spanning full-service, quick-service, and boutique fitness. CEO Tyler Azzarelli designed the appointments around a culture-first mandate. Knopf is charged with protecting menu consistency and guest satisfaction at scale, while Livingston’s task is to speed site selection and lease negotiations. The plan is simple and disciplined, grow the footprint without diluting the brand’s clean-eating identity.

Operations and Development Focus

Knopf will oversee day-to-day operations, from food execution and system routines to leadership development. His background includes vice president roles at Honeygrow and Noodles & Company, with earlier tenures at Chipotle and Potbelly. Livingston will lead real estate strategy, identifying optimal markets, guiding site selection, and managing lease negotiations. He brings more than a decade at First Watch Restaurants, a period when the company grew from 250 units to over 650, a track record that signals a pipeline-minded approach. Together, their remit is to pair operational rigor with thoughtful market entry.

Leaders Echo Brand Values

The leadership moves have drawn enthusiasm inside the company and across industry circles. Azzarelli said, “Bill and Matt have helped grow some of the most respected brands in the restaurant industry, but what matters most is that they embody the FK culture,” and added “They understand that growth starts with great people and remarkable restaurant execution.” Knopf noted, “I knew right away this was a special brand, a great team and an opportunity I wanted to be part of,” pointing to a menu and values that resonate.

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Livingston On Brand Energy

Livingston said, “I have long admired Fresh Kitchen and Cali’s incredible brand energy, commitment to clean eating, and strong community presence,” and continued, “I am thrilled to join this talented team and lead our development strategy. I look forward to accelerating our expansion into new communities, managing our valuable real estate assets, and ensuring we provide an exceptional experience for both our team members and our guests.”

Market Signals And Competition

Market signals lean positive but measured. The U.S. restaurant sector is projected to top $1.55 trillion in sales in 2026 and add roughly 100,000 jobs, a sign of steady demand even as guests remain value conscious. Within quick-service franchising, a conservative growth rate of 0.5 percent is forecast for 2026, which points to selective development and tight cost control. Competition in Fresh Kitchen’s backyard continues to sharpen. SoFresh recently opened its 25th location in Winter Springs. Mediterranean-focused Luna Grill marked a fifth straight year of same-store sales growth, reporting a 13.3 percent increase in the first quarter and projecting 67 total units by year-end 2026. For Fresh Kitchen, differentiation will rest on a fully gluten-free, seed-oil-free kitchen, backed by leaders skilled at codifying culture and process.

Execution Risks And Discipline

Scaling a specialized menu brings real hurdles. Access to strong sites in coveted Florida markets can strain lease economics and timelines. Sourcing to standard, from hormone- and antibiotic-free proteins to a seed-oil-free pantry, can face supply variability. Consumer adoption may be uneven outside urban hubs. Industry forecasts call for resilience, with franchisors refining strategies to manage cost pressures and avoid overextension. That makes disciplined rollout and adaptable operating protocols essential.

Path To 100 Units

Fresh Kitchen has set a goal to exceed 100 locations from today’s 21. The company has not disclosed a timeline, but the path is clear. Knopf’s operating playbook must hold culinary integrity as units multiply, and Livingston’s pipeline has to match pace without compromising site quality. If those pieces stay aligned, a bigger footprint need not come at the expense of the brand promise that brought guests to the bowl in the first place.

Veteran Hires to Drive Scale