Ever since Honeygrow founder Justin Rosenberg opened his first location at 16th and Sansom in 2012, he saw the venture as a disrupter: He wasn't merely promoting a new style of eating; he was also pioneering a fresh kind of business culture. Honeygrow was one of the first chains to allow diners to customize their orders on touch pads. It was also big on storytelling, and it used art, videos, and music to shape a hip identity that went beyond food.