"the chain distinguishes itself by cooking practically everything it serves – soups, sauces, desserts, pot pies (shells included), tortilla chips and much, much more – from scratch.
"We don't have freezers, and we don't buy premade food," says Sean McDonald, concept chef for Joe's."
Sorry Sean, I call BS. You don't have freezers? Oh really? So you're telling me you, what, hand crank the ice cream when you're making the sundaes on your kids' menus? Your buffalo wings come from your suppliers as a full wing, and you chop them into sections, and never run out of those suckers even during a Superbowl party? And I guess I should assume you make your buffalo wing sauce from vinegar and hot peppers, is that done on a daily basis?
Look, I appreciate chains that want to distinguish themselves from the chains that open plastic packets of food, dump them on plates and heat them up in the microwave, but cut the hyperbole. It's not a failing to admit you have a freezer in your restaurant. It's not even a failing to admit you use base ingredients, such as ketchup, mayo, marinades, spice rubs that are from a supplier. And I fully appreciate the desire to make Public Relations hay on the factors that differentiate you from your competitors. But it's a lot more believable if you don't try to make claims that no way, no how, are true.