How Kelcie Nollner Built a Beloved Memphis Salad Destination
With a new Midtown location, Kelcie Nollner of Wild Beet Salad Company is continuing to prove that “eating your greens” can actually be something to look forward to. Image: Kelcie Nollner
Eating healthy has never been so easy — or so much fun! Kelcie Nollner has built Wild Beet Salad Company around the idea that healthy food should feel approachable and genuinely enjoyable. Since opening her first location, she’s created more than a fast-casual restaurant; she’s cultivated a loyal community of customers who come as much for the friendly connection as they do the crunchy toppings and housemade dressings (but those are fantastic, too!).
What was your path to opening Wild Beet?
I grew up in Memphis and studied fashion merchandising at LIM College, thinking I would go into the fashion world. Living in Manhattan, I fell in love with all of the fast-casual salad spots there and was inspired by how fresh, customizable, and exciting they felt. When I moved back to Memphis, I saw an opportunity to bring that same kind of concept home. That eventually became Wild Beet.
Wild Beet (originally Lettuce Eat) launched in 2014. Looking back, what do you remember most about those early days?
A lot of learning on the fly! I remember working really long days and realizing how much grit it takes to run a restaurant. But I also remember how exciting it was. Watching Memphis embrace the concept from the start gave me the confidence that we were building something really special.
How have you adapted the idea to fit Memphis’s tastes and culture?
Memphis appreciates balance, and I think that’s exactly what Wild Beet delivers. Our salads are healthy, but they’re also big, flavorful, and satisfying. We’ve always had wraps, and we’ve added paninis and quesadillas along the way to have something for everyone. I think Wild Beet works because it doesn’t feel intimidating. You can eat super clean if you want to, or you can build something totally fun and over-the-top.
You recently opened a new location in Midtown. What excites you most about this next chapter?
Midtown feels like a second home for Wild Beet. It’s a neighborhood full of people who care about community, local businesses, and eating well — our people. After a really tough couple of years navigating the end of our original location, opening on Central Avenue feels like a fresh start.
I’m excited about what we will build here. And to our Germantown family who’ve been with us from the beginning, we haven’t forgotten you! Midtown is just the next chapter, not the last.
What do you think keeps customers coming back again and again?
Consistency, personalization, and connection. People know they can walk in and get something fresh that’s made exactly how they want it. But I also think people can feel when a business genuinely cares. We’ve built relationships with our customers over the years, and that loyalty means everything to me.
There’s so much information out there about nutrition. What’s one simple approach or philosophy you always come back to?
Keep it simple and focus on whole foods most of the time. I think people get overwhelmed chasing every trend, but consistency matters more than perfection. Adding more vegetables, protein, fiber, and fresh ingredients into your routine can go a long way.
What’s your go-to order at Wild Beet?
It changes often, but right now I’m on a Kale Yeah kick. I usually add avocado and croutons to it for that extra crunch! My other go-tos are the Cashew Crunch and the Southwestern.
When you aren’t eating at Wild Beet, what are some of your favorite healthy spots around Memphis?
I love supporting local spots and frequent City Silo for a healthy lunch. SOB has some really great healthy options, too. When I’m craving a burger, I love Jack Brown’s. Ciao Bella, Libro, and Ecco are also favorites.
What’s one thing most people would be surprised to learn about you?
I’m actually pretty introverted. People assume restaurant owners are always super outgoing, but I’m naturally more of an observer. Owning a business definitely pushes me out of my comfort zone in a good way.
What’s the best piece of advice you’ve ever gotten, and from whom?
“God won’t open doors that weren’t meant for you.” I’m not sure who said that to me, but it has stuck with me, especially during uncertain seasons. It’s a reminder that closed doors just aren’t meant for you now — or maybe just not yet. Life has a funny way with timing, too.
LIGHTNING ROUND!
Three things you’re never caught without? Chapstick, sunglasses, and my Owala water bottle!
Favorite “hidden gem” in Memphis? I don’t know if it’s a hidden gem, but I love Ecco so much. It feels tucked away and special. Also not hidden, but a little off the beaten path: Pete and Sam’s. We do lots of girls’ nights here, and I had my rehearsal dinner there.
Favorite local small business to support? The Pink Door and Pickering Boxwood.
Your favorite wardrobe staple? I live in activewear and my Hokas. Other than that, a really good pair of denim. For years, those have been my Mother jeans. Can’t beat the fit, and they are so worth the splurge.
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Gaye Swan
As a professional writer of over 20 years, Gaye is an avid traveler and enjoys highlighting food, culture, and attractions around the South. While Gaye is passionate about life in Memphis, she grew up in Meridian and is still a Mississippi girl at heart.