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Mass Appeal

Reaching consumers nationwide is this restaurateur's plan for her healthy fast-food business. What will it take?

By Cynthia E. Griffin

Opinions expressed by Entrepreneur contributors are their own.

To grow HeartWise, her Chicago restaurant, into a nationallyrecognized chain, Rosemary Deahl must first deal with the sadmemories of once-hopeful restaurateurs who tried and failed to turntheir concepts into nationwide success. Deahl's goals may belofty, but she's certain her restaurant's healthy,high-quality fast food has the right combination to avoid the fateof similarly structured concepts hurt by rapid growth and weakcorporate infrastructure.

When Deahl and her management team first sought financing, theyapproached angel investors and noted Chicago restaurantconsultants, who liked the concept but questioned its nationalappeal. Undaunted, Deahl is now trying her luck with the venturecapital market, but she's finding the going is tough there,too.

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