April 19, 2024


Free For All Food

Uncooked and Ready: Escalating a Healthful Fast Relaxed | Present day Cafe Management

Flemming Madsen has journeyed from Demark to Florida and from expense banking to culinary entrepreneur. The proprietor of Delicious Raw, a healthful rapid casual strategy released in 2013, is seeking to grow the brand and create a a single-cease-store for wholesome consumables for a broad viewers. Delicious Uncooked has destinations in Naples, Davie and South Beach front, with programs to open one more 1 in Wynwood this calendar year. 

In this Q&A with Present day Cafe Management (MRM) journal, Madsen discusses how he switched careers to pursue a culinary desire, what brought him to Florida and what retains him there, as effectively as his visions for building the brand. 

What brought you to Florida and to the cafe sector there?

I have been in South Florida considering the fact that 2009, but I definitely commenced coming in this article comprehensive time in 2016. I just fell in like with South Florida. I specially like it due to the fact I am heavy into outside and sports and the ocean. I swam competitively when I was more youthful, I was a Danish champion.  I nevertheless adore swimming, and Florida provides that for me 12 months-round.  We initial released Delicious Raw in 2013 and once we opened our Miami Seaside area in 2018, there was no turning back again.

Flemming Madsen

For the the vast majority of my career, I worked with fairness analysis as European head of study for an financial commitment banking company in Scandinavia and in London.  In 2005, I stopped carrying out that and commenced doing the job on making a personal equity fund centered on rising models in the European trend style industry. I had no working experience in the restaurant small business prior to coming to South Florida.  But I’m a global citizen.  I traveled all around the globe and have lived in a selection of distinctive nations, and I constantly experienced a good appreciation for food stuff and ambiance and hospitality.  I normally needed to do a little something like Delicious Raw.

Through my upbringing in Denmark, the food stuff lifestyle there was genuinely inventive and quite unprocessed and clean. Increasing up in Scandinavia in Europe, it goes with no saying that a good deal of what I ate was refreshing, thoroughly clean and unprocessed.  When I moved to Florida many years again, I 1st opened a cafe in Naples that served breakfast and lunch. It was a fantastic experience and highlighted the actuality that there is a wonderful appreciation for creative, effectively-well prepared excellent food stuff.  But Delicious Raw was a thing I constantly experienced in the back of my head. The concept and objective were being to acquire fresh raw create and make it into food items and drinks that would taste so fantastic that it would be appreciated by the broader population, not just well being-oriented people today. We worked for a prolonged time to make the flavors, textures and recipes do the job to that purpose. 

What is it about Florida that is nicely suited to your enterprise? Is it accessibility to contemporary veggies?

I imagine the local climate in Florida specifically all through the wintertime is really favorable for a good deal of deliver. The high-quality and availability are truly high – but it is seasonal. We are probably utilizing a lot more than 50 unique sorts of fresh raw fruits and veggies in our menu and some of that – this sort of as apples for illustration – is not developed locally and has to be sourced out of point out. The climate in Florida tends to inspire a far more outside oriented and energetic lifestyle and with that, a balanced and lighter diet plan is a wonderful healthy for numerous.

There is a rising recognition that adding much more plant-based mostly and unprocessed foodstuff to a diet is really helpful for well being and wellbeing. It is nonetheless a countrywide and international pattern. It occurs throughout age groups and in unique demographics and I assume that Delicious Raw has wonderful likely outside of Florida as properly.  

What reaction do you get from visitors? 

It has been a excellent response from our client foundation. Our company definitely recognize knowing they are having fresh elements on best of a scrumptious meal. The high-quality and freshness of our ingredients is a critical part to making absolutely sure our clientele will not only delight in our foods but benefit from it overall health-intelligent as effectively. 


Florida is beautifully suited for a healthier life-style, significantly due to the fact of the weather conditions that will allow people to be outdoors and energetic calendar year-round. But I think additional and far more men and women are embracing a nutritious life-style, not just in Florida, but all over the globe. And with Delicious Raw, we wished to attraction to a broader viewers and clearly show that you really don’t have to sacrifice enjoyment and style when eating healthier food items, and I believe we have accomplished that successfully.

A whole lot of individuals are shocked by the taste and inventiveness of our juices and smoothies and foodstuff. I frequented a great deal of juice bars and plant-based mostly eating places around the many years, and I was seldomly impressed. A ton of the time there were being genuinely fantastic intentions and a powerful desire to alter the way the environment eats.  And to their credit rating, they obtained it appropriate for hardcore men and women who are definitely into juicing and wellness, but perhaps not with a broader audience. I actually sense so strongly about this: If it doesn’t style perfectly, it is complicated to make people today pursue healthier selections in the lengthy run so we desired to make absolutely sure every little thing at Delicious Raw tastes terrific. These items are incredibly complex, it requires a good deal of operate to get to the ideal flavor and the texture, and I think we have realized it.

The place do you see the manufacturer increasing? Are you franchising? Is that a development route you see?

We have options to open up another spot in South Florida in Miami’s Wynwood neighborhood in 2021. We are also consistently working on techniques to develop our menu, building new recipes to offer ground breaking and scrumptious new solutions. In the around term we are on the lookout to get a stronger foothold in South Florida with more areas, but not at any price. The quality of our growth is everything. Very long time period we consider that the manufacturer has excellent expansion opportunity exterior of Florida and we frequently appraise and adjust our enterprise product and execution to generate the platform and foundation for effective expansion in and out of state.      


We are not franchising and it is not in our strategies at this position in time. Our organization execution product is advanced and very geared in the direction of earning our food from scratch in entrance of our shoppers. It is really transparent and requires a workforce that is qualified, perfectly educated and motivated to advertise the brand and the lifestyle. We consider that our model at this stage of our lifecycle could not be all set for franchising.