The Center Bistro is deliberately more healthful than Green, too. "We don't have any deep-fryers there," he says, laughing. Two years ago, his discovering that he's diabetic gave him "a new perspective on creating healthy food," he adds.

It's an altogether different kind of approach to shifting people's attitudes. While Green gets you by the jugular with its guilty pleasures, Center Bistro goes the intellectual route, tempting you to try dishes that aren't just organic, but often raw.

Yes, raw — another healthful food trend. Originally, Brasch thought he'd try doing an all-raw menu.

Jamie Peachey
Jamie Peachey

Location Info

Map

Green

2240 N. Scottsdale Road, Ste. 8
Tempe, AZ 85281

Category: Restaurant > Health

Region: Tempe

Green

2240 N. Scottsdale Road, Ste. 8
Tempe, AZ 85281

Category: Restaurant > Health

Region: Tempe

Details

Green, 2240 North Scottsdale Road, Suite 8, Tempe, 480-941-9003 »web link
That's A Wrap, 2022 North Seventh Street, Phoenix, 602-252-5051 »web link
The Center Bistro, 21 East Sixth Street, Suite 114, Tempe, 480-491-5591 »web link

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Proponents of raw foodism claim it has numerous health benefits, but at its extreme, the diet can go to absurd lengths to mimic the cooked foods that diners are familiar with. The results can be off-putting, if not pretty disgusting — how about "living" pizza made with flaxseed, or "ricotta" made from puréed nuts and raw garlic?

Gratefully, The Center Bistro doesn't go that far.

"We thought it would spook the people who could benefit the most," he says.

That echoes the attitude he'd expressed when talking about bringing vegan cuisine to the masses.

"The best way to solve a problem is to do it from the inside — brow-beating people to not eat meat won't work."

For that reason, I think Green is Brasch's best idea of all. He's taking something we all know and love — comfort food — and using it to usher in the next big thing. He knows what we crave.

That means that even if you don't give up meat entirely, you might find yourself eating less of it. Maybe you'll go for a salad instead of a steak. Or perhaps you'll find you can inhale a plate of vegan buffalo wings just as easily as the chicken version.

Anecdotally, I can definitely attest that people are eating vegetarian food more often.

Brasch is counting on it.

"I'm laying the groundwork to make Green more than just one unit — probably in the next year or two," he says.

Don't be surprised if, someday, you see a Green alongside the Subway at your neighborhood strip mall.

I'm crossing my fingers it has a drive-thru.

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16 comments
Work From Home
Work From Home

Great job done,very nice article.Brasch took his desire to cook good food, promote his own philosophies, and run a successful business.

used cell phones
used cell phones

Very nice restaurant for youngsters and children.....having more variety than any other restaurants...There are very few restaurants like this....

Katherine
Katherine

Thanks for showcasing my favorite restaurant! Sadly, I live far away from Green, but I make sure to stop by whenever I come back to my hometown. Their ice cream is especially amazing.

helentroy4
helentroy4

Damn.... I thought this was your april fools story. Excuse me while I go to my freezer and choose a porterhouse for the grill....

Stephanie
Stephanie

Great article - made me hungry and want to get myself to Phoenix! One thing of note however, a vegan restaurant will not add to your cholesterol load. Only animal foods contain cholesterol. So while it may not be fat free - it won't add to the workload of your Lipitor! : )

bill
bill

How come no mention was made of Veggie Fun, the humble vegetarian restaurant whose former location Green now inhabits? It seems like some credit is due to the nice Asian man who ran that place almost by himself in the absence of any trendiness or "buzz". He not only established the location as a place where people can go to get vegetarian food (albeit with significantly less appealing decor), but he also served versions of the Asian dishes that Green now serves (as well as soft-serve soy ice cream). Give him his due!

Tracy
Tracy

I was so excited to find this restaraunt while vacationing in AZ. We thoroughly enjoyed it and ordered a ton of food! It isn't easy being vegan on the road, so were really grateful to find such a great place. I hope to see one in MA soon!CrazyVeganMom.blogspot.com

Miss Fitzpatrick
Miss Fitzpatrick

Special thanks to the lovely Michele Laudig for profiling someone truly representative of the new vegetarian movement in the US. Although, we are not perfect, and there exists some level of hypocrisy in any way of life, the new vegetarian makes a sincere effort to positively change the environment around them starting with the internal. This lifestyle is often accompanied by misunderstanding, jeers and digs from peers, and savory temptations that make it easy to forget what one eats. Damon Brache and Austin Vickers are two exemplary Phoenicians who are not only changing the standard for what we put in our bodies and how we justify those choices in our minds, they are capitalizing on it. Long live �Damon Magic.� And, may it spread to other cities in America soon.

Sedona Cornville
Sedona Cornville

Eating a salad is vegicide. Save the carrots! Save the radishes!

Drake Northpine
Drake Northpine

While it certainly won't make me stop eating meat, the food is actually pretty decent.

Knish
Knish

What a fabulous place! How about opening one in Atlanta. My friends and I would be there constantly. Probably not good for the waistline, but great for the animals. Keep us posted with your openings around the country. And, for all you animal lovers out there, join the revolution.www.savetheknish.org

Matt Ball
Matt Ball

Thanks so very much for this informative article. Many people are horrified when they learn the hidden realities of modern agribusiness, but assume that being vegan means a life of deprivation. But places like Green, as well as new vegetarian meats (like Boca Burgers, Tofurky Deli Slices, Gimme Lean Ground "Beef" and "Sausage") show that this isn't the case. Each one of us can boycott factory farms and choose compassion -- and enjoy great food!

Christy L
Christy L

Thanks for highlighting one of my favorite restaurants! Green is a gem. It's refreshing to be able to eat everything on the menu AND not have it taste like cardboard. I've even brought staunch meat eaters to the restaurant and they loved it. My only gripe is that Green doesn't use environmentally sound products. Disposable forks, paper napkins, and Styrofoam cups really defeats the purpose of going veg for many people. Why contribute to the waste when there's such an opportunity to make a difference?

 
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