Ford Fry: The Visionary Chef Behind Rocket Farm Restaurants and Southern Culinary Excellence

Renowned chef and restaurateur Ford Fry joins Southern Character to explore his journey to culinary stardom. With over 20 restaurants across seven cities in five states and accolades from Bon Appetit, Michelin, and Esquire as well as multiple James Beard Restaurateur Award nominations, Fry’s story is one of passion, resilience, and commitment to excellence. Recorded at Bar Blanc above Little Sparrow in Atlanta, this episode provides a rich background into Fry’s philosophy on food, excellence in leadership, and evolving the family dining experience.

From Houston to Culinary Heights

Born in Houston, Texas, Ford grew up in a family steeped in Southern traditions. His early exposure to cooking came from his family’s 1950s-inspired recipes and an adventurous family trip to Europe led by his grandfather, who rewarded each grandchild with $100 a day if they wrote journal entries about their travels about what they saw, learned, and experienced. Ford’s early exposure to other foods, cultures, and places planted the seeds of curiosity and creativity that would later distinguish his culinary career and create a legacy of culinary excellence defined by variety, accessibility, and Southern culture, both as a patron and in the back of the house.

Fry attended a two-year program at the New England Culinary Institute, where his passion for cooking propelled him to excel. His first post-graduate job at the Ritz Carlton in Houston not only honed his skills but also introduced him to Stacy, the woman who would become his wife of 30 years. After Houston and time at the Ritz Carlton in Aspen, Colorado with his wife, Fry joined Eatzi's, a home-meal replacement program, which eventually brought him to Atlanta. After experimenting with the recipes there, he found his footing as a researcher and developer, setting the stage for what would later become multiple concept restaurants across five states.

Building an Empire

In 2007, Fry launched his first restaurant, JCT Kitchen, withstanding the challenges of the 2008 financial crisis and achieving steady year-over-year growth. His subsequent ventures, including No. 246, The Optimist, and King + Duke, solidified his reputation as a visionary in the industry. The Optimist, in particular, brought national acclaim, earning spot number seven on Bon Appetit’s Hot Ten Award list and Esquire’s Best New Restaurant honors.

The evolution of JCT into Little Sparrow and the addition of Bar Blanc exemplify Fry’s adaptability. After observing market demands and shifting dynamics, Fry refined his concepts to better align with both his vision and customer preferences. This constant innovation is a hallmark of his approach to the restaurant business, growing into an impressive list of restaurant concepts with a wide target market, from casual spaces to fine dining across seven cities.

Southern Roots with a Modern Twist

Fry’s culinary creations draw heavily on his Southern upbringing and travel experiences. His fondness for wood cooking, inspired by Houston legend Jim Goode, is evident across his restaurants. His diverse menus across food genres and styles celebrate the rich tapestry of Southern flavors while pushing creative boundaries.

Fry’s personal life is equally rich, with 30 years of marriage to Stacy and two grown sons, Austin and Anders. His hobbies, including taking care of Labrador retrievers and accidental puppies and playing guitar highlight the balance he maintains between his professional and personal worlds.

Leading with Purpose

At the heart of Fry’s success is his dedication to his team. With over 2,000 employees, Rocket Farm Restaurants operates on a foundation of clear values: serving those who serve the guests, fostering open communication, and maintaining a balance of praise and discipline. Fry credits much of this philosophy to his COO and first restaurant boss, Toby Franklin, who has been instrumental in shaping the company’s culture.

During the episode, James spotlights four of the core values for the restaurant group, and Ford explains that the restaurant industry is notoriously difficult. It’s hard to determine if an employee is doing a ‘good job’ or just doing their job, so balancing discipline with praise to build the employee back up makes a very big difference in morale. Fry also explains that people don’t leave jobs - they leave the people, so leadership and positive company culture matter. His commitment to empowering his team has helped Rocket Farm Restaurants navigate the post-COVID challenges of staffing shortages and operational complexities.

Looking Ahead

With plans to expand Little Rey to Nashville and Raleigh, Fry remains focused on growth while staying true to his core values. Ford Fry’s journey is a testament to the power of perseverance, innovation, and a deep connection to one’s roots. From humble beginnings to a thriving restaurant empire, Fry continues to shape the culinary landscape with his vision and dedication. Tune in to this episode of Southern Character for an inspiring conversation that celebrates the flavors and spirit of the South.