Roots Natural Kitchen Celebrates Grand Opening of Harrisonburg Location on E Market St

Roots Natural Kitchen is celebrating the grand opening of its Harrisonburg location on March 7, 2026, expanding its presence in Virginia following the success of its university locations at UVA, VCU, and Virginia Tech.

Located at 1760 E Market St, the new restaurant sits next to James Madison University, ready to fuel the Dukes. With this opening, Roots is excited to become a go-to spot for JMU students while also serving the greater Harrisonburg community.

Menu highlights include favorites like El Jefe, the Pesto Caesar, and the Balboa. All salad & grain bowls are easily customizable to taste preferences and dietary restrictions.

With easy options for dine-in, pickup, delivery, catering, and their first drive-thru location in Virginia, the Harrisonburg location reflects Roots’ ongoing mission to empower people through radical accessibility to natural food.

To celebrate the opening, Roots will host a Welcome Week from Monday, March 2nd through Friday, March 6th, featuring a scavenger hunt with five chances to win free Roots for a year. The celebration will culminate in a Grand Opening on March 7th, with free Roots sweatshirts for guests.

MEDIA OPP:
-Welcome Week activities from Monday, March 2nd - Friday, March 6th
-Media day and ribbon cutting on Friday, March 6th from 10am-12pm
-Interview with Henry Borgeson, CEO of Roots Natural Kitchen
-Photos of new Roots Natural Kitchen Harrisonburg location
-Video footage of the grand opening celebration

WHEN:
Friday, March 6, 2026 from 10am-12pm (Media Day + Ribbon Cutting)
Saturday, March 7, 2026 (Grand Opening)

WHERE: 1760 E Market St, Harrisonburg, VA, 22801

WEB: https://www.rootsnaturalkitchen.com/

ASSETS: HERE

MEDIA CONTACT:
Anne Borgeson // Strategy Manager
aborgeson@rootsnk.com
(201)-675-1891

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About Roots Natural Kitchen
Founded in 2015, Roots Natural Kitchen is a fast-casual restaurant making natural food radically accessible with its taste-forward take on salads and grain bowls. Roots offers 10 signature bowls with flavors for everyone, including legendary favorites like El Jefe and the Pesto Caesar, all easily customizable to any tastes and dietary restrictions. Since founding in 2015, Roots Natural Kitchen has grown to 20+ locations in Virginia, Pennsylvania, North Carolina, Ohio, Delaware, and West Virginia. For more information on Roots Natural Kitchen, please visit www.rootsnaturalkitchen.com