For a long time, E+ROSE was a Nashville story. We started in Brentwood in 2015, opened a few more cafes, and slowly built the brand into something Nashville recognized. By the end of 2024 we had nine cafes across Music City and a very large waitlist of guests asking when we’d come to their city — seemingly every city in America.

This year, we opened our first three Atlanta locations. Here’s why Atlanta, what we’ve learned, and what’s next.

Why Atlanta first

The honest answer is that Atlanta felt like the right next step because, in a lot of ways, it’s a big brother to Nashville. Same region. Same Southern food culture. Same kind of guest who cares about what they put in their body and doesn’t want to choose between “healthy” and “actually good.” But it’s a much bigger market — denser, more diverse, with a fitness and wellness scene that runs deeper than most people give it credit for. We wanted to prove that what we built in Nashville could work at that scale, and Atlanta felt like the city to test it in.

It also helped that we have personal and professional ties there, the demand was loud and clear, and the kind of operators we trust were available to help us launch. We don’t expand into cities lightly. We expanded into Atlanta because the conditions to do it well were already there.

Westside Provisions

Our first Atlanta cafe is in Westside Provisions District, a neighborhood that fits what we do. Independent boutiques, serious restaurants, design-forward retail, runners and dog walkers everywhere. It’s also a neighborhood that knows its food. The competition for a fast-casual wellness cafe in this kind of district is fierce, and we wanted that test.

The space is bright, generous, and built for the way our guests actually use us — whether you’re grabbing a smoothie before a workout, settling in for a working lunch, or stopping by for a juice cleanse pickup. Our team there has been wonderful, and the early response has reinforced our hypothesis: Atlanta wanted us, and Atlanta is showing up.

Old Fourth Ward

Our 4th Ward location sits in one of Atlanta’s most distinctive neighborhoods — a place defined by the Beltline, by Ponce City Market, by the kind of historic walkability that’s rare in Southern cities. The neighborhood has been transforming for years, and we wanted to be part of that ongoing story rather than show up after the fact.

We don’t expand into cities lightly. We expanded into Atlanta because the conditions to do it well were already there.

4th Ward guests are different from Westside guests in interesting ways — more residents, more morning regulars, more people walking in from the Beltline rather than driving from a workout. We’ve adjusted our merchandising and pace to match. The fundamental menu is the same, but the rhythm of a 4th Ward day is its own thing.

Atlanta Promenade

Our third Atlanta location is in Atlanta Promenade in Midtown — a different demographic again, with a more office-driven lunch crowd and a strong catering pipeline forming around the surrounding business community. This is where we’ve seen the strongest pull on our wholesale and bulk catering offerings, which has been a useful early signal about how the brand fits into Atlanta’s broader food economy.

What we’re learning

Atlanta is not Nashville. The pace is different. The traffic patterns are different. The expectation around service is different in subtle ways. Our team has been learning, adjusting, and getting better every week. We’ve hired Atlanta-based operators who understand the city far better than we do, and we’ve been listening to what they’re telling us.

What hasn’t changed is the food. Same recipes. Same standards. Same Production Kitchen approach — just scaled to support a second metro. Our wraps in Atlanta are the same wraps we serve in Nashville, made fresh in our kitchens, with the same organic tortillas and house-made sauces and real ingredients we’ve always used.

What’s next

We don’t pre-announce locations because we’ve been burned before by leases that didn’t close. But our intent is clear: Atlanta is a long-term home for E+ROSE, and you’ll see more of us across the city in the months ahead. There are a few neighborhoods we won’t name yet.

If you’re in Atlanta and you haven’t been in yet — come see us. If you’ve been in already and have feedback — tell us. The brand we’re building in your city is one we want you to feel ownership over.

Welcome to E+ROSE, Atlanta. We’re glad to be here.