Wild Beet Salad Co. has been a staple in the 901 for years. Now, they’ve opened up shop in Midtown Memphis partnering with the new concept Stomping Grounds. We sat down with Wild Beet Salad Co. founder Kelcie Nollner to get the inside scoop.
What led you to Memphis and ultimately to owning and operating Wild Beet?
Hi! My name is Kelcie Nollner and I was born and raised in Memphis. I went to college in NYC and found my love for salads there. I would grab a customer craft salad from many of the different salad restaurants in the city – Chop’t, Metro Cafe, etc. After graduating and moving back to Memphis, I just missed my salads so much! I wasn’t sure where I was headed career wise and had a job I enjoyed but knew it wasn’t going to fulfill me long term. That’s when I started working on my business plan. Lettuce Eat (now Wild Beet) was born in 2014! We first opened our doors in Germantown in the Carrefour Shopping Center.
What originally inspired the concept behind Wild Beet, and how has that vision evolved as you’ve grown within the Memphis food scene?
All of the restaurants and salads that I missed so much in NYC. My vision has pretty much remained the same as we are still a salad focused restaurant. We have expanded our menu over the years too, but salad is the heart of Wild Beet!
Stomping Grounds will soon be known as a community-driven, family-friendly hub. What made it the right next step for Wild Beet, and what excites you most about becoming part of that space?
I’m so excited for Stomping Grounds for me personally as a mom of a 3 and 5 year old, and step mom to a 10 year old. We are always looking for places to go that are kid friendly. Thinking about bringing my kids there and “mommy’s restaurant” being there too just made my heart really excited. My daughter has grown up coming to work with me and I know she is really going to love this.
How does Memphis (its people, neighborhoods, or culture) shape the way you approach your menu, hospitality, or overall restaurant vibe?
People here appreciate good food of course, but we also want to treat people with that southern warmth. We always try to remember people and their order if we can – my salad maker Dajah is the queen of that and is so impressive. Having a staff that is friendly and has fun together is very important to me.
Opening a restaurant is always a bold move. What challenges or surprises have come with taking over The Farmer location, and how do you plan on making the space your own?
Previously, Wild Beet has been sort of an assembly line where the customer moves through the process with us, but it will be a little different at the new space. It’s already built out, so we are working with what we’ve got. It’s an open kitchen concept, so the customer will still see us crafting the salad, but it won’t be the same as before. I’m sure there will be some kinks to work out, and I’m still trying to logistically figure out how it is all going to work! As far as making the space my own, we are going to change the light fixtures and seating a little bit, but nothing crazy! The space is really special and I am so excited to be here! I added some artwork by my 5 year old that hangs over the booths and I am obsessed. Her little beet watercolors are everything.
What role do you see Wild Beet playing in the broader Memphis food community, and what kind of experience are you hoping to create for guests in this next chapter?
My goal is always to bring a great salad!! Even though we are expanding our menu, we definitely want to stay true to our roots and and not veer too far off. The goal is always to bring healthier food to Memphis and we will keep doing that.
Looking ahead, what are your hopes or plans for Wild Beet in Midtown Memphis?
Looking forward, we are going to add breakfast and coffee in the next few months! Along with a more dedicated kids menu coming with the opening of Stomping Grounds this summer, as well as, an ice cream shop! Really excited to get those things going! Still working on a breakfast menu, but you can expect to see breakfast tacos, create your own omelettes, and avocado toast. We will have lattes and coffee as well. Our ice cream shop will double as our coffee shop and also will likely become our dedicated to go area. We’re still trying to figure out how things will flow here!
So, come on, Memphis! Let’s go to Wild Beet Salad Co. Here’s where you can find them:
📍2158 Central Ave, Memphis, TN 38104
⏰ Open Mon-Sat from 10am-7pm
