Honeygrow coming to 120 Washington St. in 2015
Coming spring 2015 to 120 Washington St. (and taking up both ground-floor retail spots formerly Piccolo Roma & Hoboken Hot House) is Honeygrow. Here’s what Honeygrow has to say about themselves:
“Born in Philadelphia in 2012, honeygrow aims to bring people together over quality, wholesome, and simple foods. To us, the easy road is boring: you won’t find a freezer in use here. Nor will you question the origins of your stir-fry, salad, smoothie, and honeybar treat. It’s about eating honestly and spending time doing what matters: from visiting the farms where our ingredients are grown and harvested to whipping up sauces and dressings in-house; we’re just passionate people that connect over food authenticity and creativity.”
Honeygrow all sounds so good, is there a catch?
When the Hoboken Honeygrow location opens, it’ll be their fifth location in just about two years. And they look like they have all the right “buzzwords” in their widespread marketing message. Almost too many in fact! It seems to be more about “euphoric feelings,” rather than just good food. But then again, the father of propaganda (Eddie Bernays) figured that out a long time ago. You don’t sell a product, you sell an emotional trigger.
But the prices seem quite fair for “farm to fork” food. And who can argue with this business if the product truly is of exceptional quality? Why do we even dare to ponder these thoughts?
Well, for one – honeygrow is most certainly expanding at break-neck speed. And regardless of the “wholesome” nature of the business model, they still employ low-wage hourly workers following recipes created by someone else. No real “head chef” or owner connected to each and every meal that they dish out with blistering efficiency. I guess we feel, despite the apparent “freshness” of the products that the “chain” model and assembly line ordering process kind of waters down that “earthy” concept just a wee bit.
In the end, it truly is better than McDonald’s, and perhaps this is how “fast food” should be going forward? Commoditized or not, it beats eating processed garbage any day of the week.
Good luck, Honeygrow! Hope you can stay for a while on the main drag!
Description: Chain fast food that’s healthy and locally grown
Address: 120 Washington Street, Hoboken, NJ 07030
Online: honeygrow.com – Twitter – Facebook