Ruggles Green to Rebrand as Bellagreen

Houston, TX – Hargett Hunter Managing Partner Jason Morgan discussed the decision and strategy behind the rebranding of “Ruggles Green” to “Bellagreen” with Ron Ruggless in the August 22nd, 2017 edition of Nation’s Restaurant News.

The article, “Ruggles Green to Rebrand as Bellagreen“, is available here and below.

Ruggles Green, the five-unit, Houston-based fast-casual chain, is rebranding as Bellagreen, the company said Tuesday.

The rebranding will debut in early October, with the opening of a new prototype restaurant in Houston’s Vintage Marketplace, the company said. The five existing locations will be rebranded by year’s end.

“The new name was selected to reflect our goal of creating beautiful food, while striving to make the world a more beautiful place,” Jason Morgan, CEO of Bellagreen Holdings LLC, said in statement.

“The combination of ‘bella,’ the Latin word meaning beautiful, and green, signifying our brand’s philosophy of ‘down-to-earth eating,’ reinforces dishes that appeal to both your tastes and your eyes,” he said.

The new prototype will have an open kitchen to highlight the health-oriented menu.

Bellagreen’s menu will still include such popular Ruggles Green items as Honey Fried Goat Cheese Arugula Salad, Hi-Protein Hempanadas and Quinoa Mac and Cheese, the company said.

Since all dishes are made to order, the restaurant will continue to cater to gluten-free, dairy-free and vegan diets.

“As we look toward continued growth for Bellagreen in Houston and entry into the Dallas market in early 2018, we’ve improved our restaurants’ aesthetic to better align with the focus of our brand, while maintaining our well-loved menu offerings,” Morgan said.

Last October, the brand received a majority investment from Raleigh, N.C.-based Hargett Hunter Capital Partners, which also invested in the Scottsdale, Ariz.-based Original ChopShop Co., another health-oriented restaurant concept.

Ruggles Green was founded in 2008, and was the Houston area’s first Certified Green Restaurant company. Bellagreen will also work toward reducing its ecological footprint by using water-saving devices, alternate power sources and green practices, the company said.