Cava gives away free food. It's CEO explains why

From Wall Street to Restaurants

Schulman left a decade-long career in equity trading and capital markets to co-found Cava, initially working without a salary while burning through savings to build the business from its roots in a family snack food company.

Humble Beginnings

The concept originated from Cava Mez, a full-service Mediterranean wine bar in Rockville, Maryland founded by sons of Greek immigrants, before pivoting to fast-casual based on the success of selling dips and spreads at Whole Foods.

Apprenticeship in Hospitality

All founders grew up working in restaurants, with Schulman waiting tables to pay off student loans, instilling a operational philosophy centered on human connection and authentic Mediterranean hospitality.

California Expansion Crisis

An early attempt to expand 3,000 miles from the home base to Southern California nearly collapsed due to lack of operational infrastructure, requiring co-founder Ted to relocate for a year to salvage what became one of the company's best markets.

Zoe's Kitchen Acquisition

Acquiring the struggling public company Zoe's Kitchen—three times Cava's size—provided advantageous Sun Belt real estate but nearly 'drowned' Cava due to hidden financial distress, ultimately accelerating national expansion through low-cost conversions.

Design Evolution

The 'Project Soul' initiative shifts restaurant design away from post-recession industrial minimalism toward warmer Mediterranean aesthetics that better reflect the brand's hospitality values and cuisine heritage.

Scalable Authenticity

Cava maintains original chef recipes using fresh ingredients in industrial-scale batches—such as 10,000-pound tzatziki preparations—to ensure consistency across 460+ locations while keeping menu prices accessible.

Technology as Enabler

Despite his finance background, Schulman prioritizes human connection over automation, deploying technology to enhance rather than replace the company's 15,000 team members who deliver the core hospitality experience.

Boardroom Guidance

Panera Bread founder Ron Shaich serves as an investor and board 'Sherpa,' helping Schulman navigate distinct growth stages while validating Mediterranean cuisine as the next major American food category.