# Southeastern Supermarket Restaurants 'The Roast' is Whole Foods Market's Full-Service Restaurant By Laura McQuarrie | Published 2017-06-05 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/the-roast References: [atlanta.eater](https://atlanta.eater.com/2017/6/2/15728682/the-roast-atlanta-whole-foods-midtown) & [wholefoodsmarket](https://www.wholefoodsmarket.com/service/roast-restaurant-coming-june-2017) The Roast by [Whole Foods Market](https://www.trendhunter.com/trends/eat-just) is a new destination in Atlanta for Brazilian-inspired fare crafted by a variety of rotating local chefs. The all-new [fast casual Brazilian BBQ restaurant](https://www.trendhunter.com/trends/el-rancho-supermercado) is the first-ever full-service restaurant to be launched by Whole Foods Market, serving a variety of dishes that range from Brazilian Lamb and Crispy Cauliflower, to Flavors of the Andes bowls. At The Roast, diners have their meals prepared in an assembly line format, with meat-based dishes roasted right before the eyes of customers. To emphasize this as a main feature of eating at The Roast, the decor is styled with elements of dark wood and exposed brick that gives the interior of the eatery a rustic, rugged feel. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 53% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Brazilian-inspired Fare:** The trend of offering Brazilian-inspired cuisine presents opportunities for restaurants to attract customers looking for unique and exotic dining experiences. - **Full-service Supermarket Restaurants:** The emergence of full-service restaurants within supermarkets creates new possibilities for grocery stores to increase foot traffic and boost sales by offering customers a convenient dining option. - **Assembly Line Dining Experience:** The trend of assembly line dining experiences gives restaurants the opportunity to provide customers with customizable meals prepared right in front of their eyes, creating a unique and interactive dining experience. ### Industries Being Reshaped - **Supermarkets:** Supermarkets have the opportunity to differentiate themselves and enhance the customer experience by adding full-service restaurants that offer unique dining options. - **Restaurant Industry:** Restaurants can capitalize on the popularity of Brazilian-inspired fare and assembly line dining experiences to attract more customers and stand out in a competitive market. - **Culinary Tourism:** The trend of offering exotic cuisines like Brazilian-inspired fare creates opportunities for the culinary tourism industry to attract travelers who are seeking authentic and diverse dining experiences. ## Related on Trend Hunter - [Ready-to-Enjoy Roast Beef Dinners](https://www.trendhunter.com/trends/holiday-beef-roast-feast.md) - [Leisure Activity Grocery Stores](https://www.trendhunter.com/trends/freshtake-concept-grocery-store.md) - [Elevated Modern Steakhouses](https://www.trendhunter.com/trends/il-premio.md) - [Porcini Mushroom-Infused Roasts](https://www.trendhunter.com/trends/porcini-boneless-beef-loin-roast.md) - [Full-Service Airport Restaurants](https://www.trendhunter.com/trends/distillery-kitchen.md) - [Plant-Based Roast Meat Alternatives](https://www.trendhunter.com/trends/compound-vegan-roast.md) - [Farm-To-Terminal Dining Concepts](https://www.trendhunter.com/trends/sunset-loop-bar-grill.md) - [Korean Barbecue Entrees](https://www.trendhunter.com/trends/kbbq-menu.md) - [Flame-Roasted Chicken QSR Menus](https://www.trendhunter.com/trends/arbys-rotisserie-chicken.md)