Just BE Kitchen pioneers high-performance nutrition in the South metro
By Lexi Reich
Photography Courtesy of Just BE Kitchen
THERE’S A BEACON for health-conscious diners seeking gluten- and allergen-free options in Greenwood Village: Just BE Kitchen. Founded by Jennifer Peters, the restaurant has rapidly evolved from a simple eatery into a comprehensive wellness brand, with two other locations in downtown Denver and Boulder. Peters’ journey from a corporate marketing executive to the owner of a pioneering health-focused restaurant is a testament to her dedication and vision.
The inspiration behind Just BE Kitchen stems from Peters’ personal quest for high-performance nutrition. As a semi-competitive athlete, she discovered the profound impact of an anti-inflammatory diet on her athletic and overall performance. Dissatisfied with the existing dining options, she envisioned a place where wholesome, nutritious food was not only accessible but also delicious.
“While earning my MBA, I pitched the idea of Just BE for a class assignment,” Peters recalls. “My professor loved the idea and introduced me to the former CEO of Burger King to act as a mentor to get my project off the ground. I continued to work as a director in a marketing firm while side-hustling in the evenings to get Just BE Kitchen off the ground.”
Chef Jude Romero, the culinary mastermind behind Just BE Kitchen’s dishes, emphasizes that healthful eating and culinary creativity are not mutually exclusive.
“We really try to break the myth that there is a choice between innovation and healthful eating,” Romero says.
The menu boasts an array of options, from burritos to chicken and dumplings, all made with better-for-you ingredients that aim not to compromise on flavor or satisfaction. The Moroccan roasted carrot dip with house almond flour crackers and the grilled French toast served with coconut whip are well worth a taste.
The journey to success has not been without its hurdles. Peters recounts a particularly challenging period when her bank changed the terms of her loan, and her head chef left shortly after the restaurant’s opening.
“I was at a total loss and thought: ‘Do I want this enough?’ Yes. So, I made it happen anyhow,” she shares.
With a vision to expand Just BE Kitchen to more locations, Peters sees the restaurant playing a crucial role in the evolving gluten-free and allergen-free dining scene. “People are wising up to the long-term benefits of eating better, which includes an anti-inflammatory diet and seed oil–free eating. I want Just BE Kitchen to be seen as a pioneer in this space,” she says.
The Denver Tech Center location is a strategic move to cater to the south Denver community, with Peters noting the demand from customers in areas like Parker, Colorado Springs and Castle Rock. The space shared with Holidaily Brewing Company at this location further exemplifies the brand’s commitment to the community.
Just BE Kitchen’s loyal allergen community is a cornerstone of its success. The restaurant’s extensive “Allergen Hub” and in-store allergen app ensure diners feel safe and informed. Looking ahead, Chef Romero teases a new menu introducing seafood protein and an expanded selection of feel-good grains and lean proteins.
“Expect some new kinds of desserts coming soon,” he hints.
While the restaurant does not extensively work with local farmers due to logistical challenges, Peters expresses a desire to increase these partnerships in the future. “We are talking to a few farmers with slightly larger operations,” she says, highlighting a commitment to consistency across all locations.
Just BE Kitchen’s evolution from a single restaurant to a multifaceted wellness brand underscores the growing demand for mindful eating. With its healthful cuisine and dedicated customer base, Just BE Kitchen hopes to lead the charge in the gluten-free and allergen-free dining revolution in Colorado.
JUST BE KITCHEN
5370 Greenwood Plaza Blvd., Ste. 107 Greenwood Village
303.362.1496
justbekitchen.com
