Our Story

The Leadership

John Williams

Founder (pictured left)

Born and raised in Florida, John attended the University of Florida before beginning careers in finance and sales. In 2013, he launched SoFresh, driven by his passion for fitness, healthy eating, and a more purposeful path. He opened the first SoFresh in Tampa, sparking a growing movement toward healthier communities. John lives in Tampa with his wife, Kailyn, and their two daughters.

Clay Donato

Partner (pictured right)

Originally from Canada and raised in Sarasota, Clay played tennis at the University of North Carolina before working in his family’s franchise business and launching Bulk Nation, a grocery concept. In 2020, he partnered with John to fuel SoFresh’s expansion. Clay lives in Tampa with his wife, Vanessa, and their two children.

With a vision to make fresh, healthy eating part of every lifestyle, Clay and John have grown SoFresh from one small restaurant into a movement, creating the premier healthy restaurant brand.

The Journey

2013

SoFresh was founded in Tampa, Florida by John Williams, a passionate advocate for fitness and healthy eating. Recognizing the need for quick, wholesome meals, John opened the first SoFresh near the University of South Florida, a location that continues to serve the community today.

2015

After listening closely to guest feedback, SoFresh introduced warm bowls, hearty, grain-based meals topped with freshly cooked vegetables and high-quality proteins. Warm bowls quickly became the #1 item SoFresh is known for, helping define the brand’s identity.

2018

With six corporate locations thriving in Tampa and Sarasota, the brand began exploring franchising after a loyal customer expressed interest in bringing SoFresh to Pittsburgh. John started developing the systems, tools, and support needed to ensure franchise partners could succeed.

2019

The first franchised SoFresh opened in Downtown Pittsburgh and quickly became one of the brand’s busiest and most successful locations.

2020

Clay Donato joined SoFresh as a business partner, bringing strong leadership and a family legacy of building successful franchise restaurant brands. Together, John and Clay set the stage for accelerated growth.

2024

SoFresh reached a major milestone with 20 restaurants open and operating under John and Clay’s leadership.

2025

SoFresh continues to grow, with 23 locations open and 12 more in development, expanding its vision of fresh, healthy eating into new communities each year.

The Mission

Our Vision

To seamlessly integrate fresh, healthy eating into every lifestyle.

Our Mission

We’re building the premier healthy restaurant brand by delivering high-quality food to local communities with fast, friendly service.

The Process

Established 2013
35 Communities
in 5 States

Crafting Real Food, Fast

Your meal is cooked after you order, ensuring it’s hot, fresh, and fully customizable to your taste and dietary needs.

Building a Values-Driven Culture

Our team lives by five core values that shape every decision:

Be the best version of yourself
We grow by learning
We serve people
Accountability leads to high performance and prosperity
Quality is our focus

Empowering Local Communities

We partner with passionate franchisees who share our vision of bringing fresh, healthy eating to their local communities.

Our logo explained

We define SoFresh as a feeling, experience, and brand rooted in freshness, health, and energy. It represents food that is freshly prepared, real, and made to fuel a vibrant lifestyle. SoFresh is associated with clean ingredients, fast service, and a modern, wholesome approach to eating.

We designed the “F” in our logo to resemble a growing leaf—intentionally larger than the other letters to symbolize our commitment to real food, natural ingredients, and continuous growth.