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 26 locations open and 14 more in development, expanding its vision of fresh, healthy eating into new communities each year.

The Mission

Our Vision

To make real food more accessible for every lifestyle.

Our Mission

To serve real food, cooked-to-order, with quality ingredients, bold flavors, and genuine hospitality.

The Process

Established 2013
40 Communities
in 7 States

Crafting Real Food, Fast

Cooked after you order, every meal is hot, fresh, and made your way.

Building a Values-Driven Culture

Great food starts with great people. These five values guide how we work, grow, and serve.

We bring our best every day
We grow by learning
We serve people
We own our results
We never compromise on quality

Empowering Local Communities

We partner with passionate franchisees who share our commitment to serving real food, cooked to order, in the communities they call home.

Real Food. No Secrets.

Somewhere along the way, eating well got way too complicated.

Long ingredient lists. Food that sits around waiting for you. Meals that leave you wondering what you’re actually eating.

SoFresh was built because we believed it didn’t have to be that way.

We make real food for people on the go. We cook with olive oil, use antibiotic-free chicken, prioritize quality ingredients, and look for opportunities to source locally whenever possible. Every bowl, salad, wrap, quesadilla, and smoothie is made to order—not hours before and not sitting under a heat lamp.

Our menu makes better eating easier, with options for gluten-free, dairy-free, nut-free, vegan, vegetarian, and high-protein lifestyles.

No hidden shortcuts. No overcomplicated promises.

Real food. Cooked to order.

Since opening our first restaurant in 2013, we’ve stayed committed to one simple belief: people shouldn’t have to choose between convenience and quality.

So come eat with us.