Company: Rachel's Kitchen, Las Vegas, NV
Company Description: We're a fresh casual eatery based in Las Vegas, Nevada. We were founded in 2006 by Debbie Roxarzade, CEO of Rachel's Kitchen. We started as a small cafe that's grown to 9 locations including one in Harry Reid International Airport and our most recent first out-of-state in Frisco, Dallas, right outside the Cowboy's practice stadium.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Female Thought Leader of the Year - Consumer Products
 Nomination Title: Debbie Roxarzade
- Briefly describe the nominated individual: history and past performance (up to 200 words):
Total 178 words used.
Debbie Roxarzade is the founder and CEO of Rachel’s Kitchen, the Las Vegas-based, fresh casual eatery known for its wholesome food and delicious recipes. With 20+ years of experience in the restaurant industry and multiple restaurants under her belt, Debbie has proven herself to be a driven and innovative businesswoman. She opened seven different concepts in Los Angeles, before moving with her family to Las Vegas and opening the first, of now nine, Rachel’s Kitchen locations.
Since being founded by Debbie in 2006, Rachel’s Kitchen has grown from a single quaint café to nine blossoming locations. With a passionate following, the restaurant has sustained popularity through its timeless menu with a variety of wholesome to indulgent options. The staff at Rachel's Kitchen don’t just serve great food, but are also trained to create a personalized experience and connection with each customer. The menu, crafted by Debbie from her years of culinary experience, features fresh made-to-order items, including sandwiches, juices, salads, and breakfast dishes. Their exceptional customer care and variety of choices truly set them apart in the industry.
- Outline the nominee's thought leadership achievements since July 1 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 215 words used.
In the past year, Debbie has successfully operated nine locations, maintaining her high-quality standards and fully developed menu to the Las Vegas Valley. Additionally, Rachel’s Kitchen has expanded into a new market in Frisco, Texas, where they are replicating their success. As a thought leader, Debbie has appeared on numerous podcasts to share her journey, offering key insights from her 20+ year career in the restaurant industry. She discusses the importance of repeat business in tourist-driven areas, and the success formula behind Rachel's Kitchen's unique company culture and team spirit. Debbie also addresses current industry challenges, including labor shortages, rising costs, and shrinking margins, and highlights the importance of training and recognizing staff to maintain top performance. Furthermore, she provides insight via a wide variety of industry outlets and TV opportunities on cross-promotion strategies for restaurants with multiple locations and passionately advocates for women in both business and the restaurant industry.
To provide the best consumer products Debbie has helped implement important technological advancements over the past year such as a new AI answer machine and AI in the drive-thru. These innovations allow Debbie and her staff to focus on providing the best quality care to customers and building that relationship with them. Similarly, Rachel’s Kitchen continues to utilize Servi, a robot that delivers food.
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2022 of the nominated woman, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below:
N/A
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 238 words used.
Debbie's achievements over the past year are remarkable as she has continued to expand her national presence through podcasts and media appearances, where she shares expert insights on key industry topics such as price surging, AI, and franchising. In a fast-casual and restaurant industry that grows increasingly crowded, Rachel’s Kitchen has remained a staple in the community, now in its 18th year. Debbie’s 20 years of experience give her a depth of knowledge that surpasses short-lived trends—she is a true legacy founder and CEO that has built a legacy brand that consumers love.
Her leadership style is hands-on yet empowering. While she remains involved in operations, Debbie encourages her team to take ownership of their restaurants, grow their customer bases, and develop leadership skills. She provides support while fostering a culture of initiative, giving her team the room to manage their locations their own. Debbie’s open-door policy ensures that her staff feels both empowered and supported. This leadership approach has allowed her to cultivate future leaders within her organization, ensuring Rachel's Kitchen's continued success. Outside of the business, she also provides expert advice to other leaders in the restaurant and franchising industry.
These achievements are particularly significant in an industry known for its exponential growth. Debbie’s ability to keep Rachel’s Kitchen thriving, while preparing for future growth, distinguishes her as a leader with lasting impact—one who not only guides but inspires her team to drive the business forward.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 243 words used.
https://www.thefranchisewoman.com/2024/04/10/debbie-roxarzade-rachels-kitchen/ “Debbie has been a leader in the restaurant industry for more than 20 years. She attributes her growth to focusing on community and giving back. With several locations throughout the Las Vegas area, Rachel’s Kitchen is truly a local cafe where residents come again and again. Friends of Rachel provide community support to various charities and schools.” – The Franchise Woman Podcast
https://www.fastcasual.com/news/rachels-kitchen-taking-on-texas/
Even with economic uncertainty Rachel’s Kitchen has been able to grow in Texas. Through Debbie’s guidance and knowledge, she was able to showcase to others in the field how to grow through franchising.
https://restaurantrockstars.com/audio/episode-391-restaurant-business/ - “The Secret Sauce of Scaling Up in The Restaurant Business” -Restaurant Rockstar Podcast
https://www.instagram.com/rachelskitchen/ - Via the Rachel’s Kitchen Instagram and social media pages Debbie cultivates positive partnerships with guests. This connection to the community showcases her ability to build a brand.
https://news3lv.com/news/arc/rachels-kitchen-celebrates-18th-anniversary-of-serving-the-valley - This TV segment in the Las Vegas Valley showcases the 18 years of operating Rachel’s Kitchen. As a thought leader she provides
https://www.franchisetimes.com/franchise_news/rachel-s-kitchen-running-well-with-robot-assistance/article_d9c9e09c-2ffa-11ef-9f9c-7fc7b28fa2a5.html - As a thought leader, she helps shape industry trends such as utilizing robot servers.
https://franchisingmagazineusa.com/special-feature/a-restaurant-industry-pro-turned-rachels-kitchen-all-star-franchisee/ - Franchising Magazine USA. Debbie constantly uplifts others at her company, providing her insights to others. Her personal brand and Rachel’s Kitchen's franchising reputation has built her relationships in the industry and allow her to help uplift others in the company.
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