Meet JJ McDaniel and Jeff LaTulippe of DIRT in Miami Beach and Downtown Miami

Today we’d like to introduce you to JJ McDaniel and Jeff LaTulippe.

JJ and Jeff, can you briefly walk us through your story – how you started and how you got to where you are today.
DIRT was borne out of necessity. We wanted to create a concept that would strike the right balance of “health-conscious” and “delicious” at any time of day, an all-day cafe that wasn’t solely focused on salads, bowls, juices, etc., but could offer a variety and keep the dining experience fun and enjoyable. Jeff overcame his own personal weight loss struggle (He lost about 60 pounds in his early to mid-20s), it was also important to him to create a menu that was more than just kale and quinoa and grilled chicken. We couldn’t find a place like this, so we created it.

There are many things that make DIRT unique:
1) First and most importantly, we’re an inclusive concept with something for everyone: whether you’re an omnivore, vegan, vegetarian, gluten-free, or simply want delicious, high-quality food, we’ve got something for you.
2) We’re a health-conscious concept, which I think is distinct from being “health-focused.” One of the best-selling items on our menu since the day we opened is our DIRTy Steak + Cheese sandwich, our take on a Philly cheesesteak, made with shredded grass-fed steak, provolone, sautéed peppers and onions, pepperoncini, sriracha, and a horseradish Greek yogurt “aioli” on fresh locally-baked bread. Being a very “vegetable-focused” concept, we’ve always battled the perception that we’re vegan or vegetarian, but we offer a variety of proteins, including grass-fed steak, Faroe Island salmon, wild-caught tuna, organic free-range chicken, and pasture-raised eggs.
3) We have a different service model than the omnipresent Chipotle-style “build-your-own” line that people are used to. We refer to our concept as “counter casual” — you order at the counter, and although we don’t have formal servers, from there it’s very much a full-service experience. We bring your order to you, use real plates and silverware and linen napkins, check on you during your meal, and bus your table after you leave.
4) We’re a very community-focused concept and love to support the amazing talent in Miami, so we pair ourselves with local vendors to source various products. For example, we have worked with Zak the Baker, Pamela Wasabai (Vegan Chef), Taylor Cohen (Adashah), Susan Duprey (Radiate Kombucha), Harpke Family Farms, Argyle Coffee, JoJo Tea and more. We are also about to launch our DIRT DOES FITNESS initiative to help our community battle some of the Holiday Season challenges like staying fit, eating properly, and keeping our minds clear and positive. We will work side by side with places like Sweat 440, Anatomy, Green Monkey, Innergy Meditation, Barbell Society and more to promote a healthy balance during the Holiday Months and after!

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Entrepreneurship, in general, is not quite a smooth road! We have shared similar challenges to other “start-ups”, such as fine-tuning our execution, seasonality, developing a menu that is truly what the customer’s want, and most importantly curating a culture in our restaurants the expresses how much we care about our team and the communities that have been so kind to support our journey.

I will say once we found the right people that bought into our mission, to deliver innovative, delicious, healthy cuisine with excellent hospitality in a clean, uplifting environment that you can enjoy at any time of day, it has been a much smoother road!

Now that we have the proper people in place we can really dial in on the details of sourcing, consistency, execution, and providing the best possible customer experience!

So, as you know, we’re impressed with DIRT – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
DIRT isn’t just a restaurant. We see ourselves as part of a larger global community and as a smaller local community member seeking to provide sustenance and reward our partners in business and diners alike.

DIRT is where clean eating and great taste coexist. We are a counter casual dining experience: an eatery and cafe combining fresh, great-tasting food with health, convenience, and simplicity. Simply put, we believe in high-quality, nutritious food, served quickly and affordably.

We are really proud of how inclusive our menu is, how quickly the food comes out, and that we have stayed true to our initial goal of making FRESH FOOD DAILY! But, if you ask anyone, I’d say our team is most proud of how well we have gotten to know our customers, our community and each other along the way.

So, what’s next? Any big plans?
We are so thankful for starting our Brand in Miami and are actively pursuing opportunities for growth throughout South Florida! We are also extremely proud and excited to announce that we will be opening multiple locations in the DC Metro and Virginia area in 2019… so stay tuned, DIRT’s growing. Our roots are strong in Miami, but we look forward to making some new friends in another market!

Contact Info:

• Address: Sunset Harbour Location // 1834 Bay Road Miami Beach, FL 33139
  Mary Brickell Village Location // 900 South Miami Ave #125, Miami, FL 33130
• Website: www.dirteatclean.com
• Phone: (786) 235-8033
• Email: connect@dirteatclean.com
• Instagram: @jamcdaniel

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