Alex Stratta Joins The Herb Box Culinary Team
The Herb Box Appoints Alex Stratta as Director of Culinary
Award-Winning Chef to Take The Herb Box to the Next Level for Long-Term Growth
Phoenix (Oct. 25, 2016) -- The Herb Box has welcomed a new addition to its leadership team. James Beard Award-winning and Michelin-starred Chef, Alex Stratta, has taken on a newly created role within the company as director of culinary. Stratta will oversee all culinary aspects of The Herb Box’s three restaurant locations, its catering division, as well as its grab-and-go market.
A very fortuitous opportunity, the owner of The Herb Box, Susan Wilcox was not looking to create a new position. Through mutual friends, Wilcox and Stratta were connected, and she soon realized they both shared a commitment to the process of running and growing restaurants. According to Wilcox, “Alex and I had a meeting of the minds. Our passions and vision for the growth of the company perfectly aligned.”
The cuisine style at The Herb Box will continue to remain eclectic American, featuring local and thoughtful ingredients, with vegetables playing a major role on the plate. Stratta will ensure the menu evolves, including the introduction of seasonal menu changes that are in the same spirit as The Herb Box’s existing style. His initial focus is on the dinner menu, elevating the offerings so they are less casual than the lunchtime fare. A new fall dinner menu was unveiled on October 24 at Southbridge, and it will debut in early November at the DC Ranch and The Colony locations. The fall dinner menu features slight tweaks to some existing dishes, as well as eight new appetizers and entrees created by Stratta. A fall lunch menu will also be rolled out by early November.
When asked what drew him to The Herb Box, Stratta expressed, “I have spent my entire career in fine dining establishments. I’m looking forward to getting back to the basics with food, focusing on simple, delicious ingredients that are more accessible.”
In addition to seasonal menu changes, Stratta will be focusing on the business of the kitchen, an area in which he has excelled throughout his career. He will develop and train the back-of-house, refine procedures, ensure consistency among the locations, and assist with the expansion of the catering division and grab-and-go market. His expertise is integral as The Herb Box is poised for long-term growth. While there are no immediate plans for new locations, Wilcox is continually exploring new sites in the Valley, as well as other major cities throughout the United States.
According to Stratta, “I’m bringing the same intensity and same heart from the fine dining arena to The Herb Box.”
About The Herb Box: Founded in 1995 in Scottsdale, Ariz., The Herb Box began as a catering company inspired by CEO/Owner, Susan Wilcox’s desire to offer high-end catering and exemplary client service. Since then, the company has expanded to include three Arizona restaurant locations, one with an attached quick-service market, and the special event full-service catering business has continued to flourish. The Herb Box features savory twists on tried-and-true cuisine and fresh, seasonal ingredients that unify regional flavors. The Herb Box has two Scottsdale locations in DC Ranch at Market Street and at Southbridge in Old Town and its newest location at The Colony in midtown Phoenix. www.theherbbox.com