Today we’d like to introduce you to Danika Hewitt.
Hi Danika, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Rooted was founded in 2021 – right in the depths of covid, but I knew it was the right time. People were reflecting on their health and the food they were putting into their bodies more than ever before and that was the #1 mission when creating Rooted. In 2011, I lost my grandmother Judy, or as we called her ‘Muggie’ to a very unexpected and quick battle against colon cancer. at only 20 years old, I had never given health and wellness much thought. I could eat what I wanted, and it never seemed to affect me much. It was my grandmother who turned food to attempt to heal and turn her health around. She and my mother did a deep dive into juicing, fasting, whole food diets, and many natural remedies to fight back. She purchased 2 ‘Jack La-Lanne’ Juicers – one for herself and one for me. I’ll never know if she did this purposely, but buying me that juicer lit a curiosity in me to learn as much as I could about health and wellness. Unfortunately, the cancer took Muggie only 4 short months after her stage 4 diagnosis. But the spark she ignited inside me by buying me that juicer has never burned out.
I come from a restaurant family. My father started young as a dishwasher and my mother as a server. When I was 14, my father opened his first restaurant, so of course, by 15 years old I was working alongside my parents in the family business. I’ve worked in the restaurant industry for 20 years – hosting, serving, bartending, and now owning two of my own.
In 2018 I was on my 6th year as a bartender, but feeling so unfulfilled and so far from my true purpose in life. I spent my days pouring alcohol and serving fried food, when all I wanted to do was eat healthy and help others do the same. It was then that I found and enrolled in the Institute of Integrative Nutrition. Through a series of serendipitous events, I was unexpectedly fired from my bartending job. Although at first I was shocked and upset – it only took about 15 minutes for me to realize being fired from that job was the best thing that could have ever happened to me! I finished up my certification through IIN (Institute of Integrative Nutrition) and within a year I had graduated from the program as a certified health coach.
It only made sense to blend what I loved (health and wellness) and what I knew best (restaurants), and from there Rooted was born. It was most important to me to use the best ingredients available, and to serve food that would make my customers feel GOOD. Plant based food without judgement – just a simple encouragement to ‘Eat More Plants’. Whether it’s your first ever time trying a plant-based meal or you’ve been a life-long vegan, you are welcome and we are grateful to show you how delicious plants can taste! We are now about to celebrate our 5 year anniversary this September and couldn’t be more appreciative of the support our community has shown us.
I just opened my second restaurant Buen Provecho: Fresh-Mex Kitchen on January 1st, 2026 in North medford, where the feel-good, fast and fresh food continues with a build-your-own style menu. We offer burritos, bowls, tacos, salads, and nachos, feature meat options, vegan options, and gluten-free options. With Buen Provecho we now have the ability to offer catering and have already catered a variety of events including birthday parties, weddings, and corporate events!
We all face challenges, but looking back would you describe it as a relatively smooth road?
Business owners know self-employment is never a smooth path. My most recent struggle was also the most humbling. With business booming at Rooted, I decided to expand into a second location on the other side of town. Our first location was small and it felt the demand was there to open another location. Long story short, after a very tough year being open at our second location, it was clear it was time to pivot. The second location not only lacked the necessary business to keep it afloat, but it also started sinking the original location by splitting business between the two. With financial commitments, a staff that was counting on me, and so many incredible guests who had supported us throughout the years – giving up wasn’t an option. So, we pivoted. Rooted’s second location closed, and within two days, reopened as Buen Provecho: Fresh-Mex Kitchen on January 1, 2026. With options appealing to vegans & meat eaters alike, it was the best decision for that location, and the original Rooted location got to stay exactly the same, completely plant-based as it always was. Now both locations are continuing to grow and serving our community daily.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Plant based restaurant and a fresh-mex restaurant (with catering) both located in Medford, OR
What matters most to you? Why?
Family, peace, and loyalty.
Contact Info:
- Website: RootedMedford.com BuenProvechoMedford.com
- Instagram: @rooted.medford @buenprovecho.medford
