Exploring Life & Business with Michelle Woodward of DICED

Today we’d like to introduce you to Michelle Woodward

Hi Michelle, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Growing up in Northern Virginia, just outside of D.C., I was introduced to gymnastics at 20 months old. Gymnastics quickly became my world for the next 14 years. This sport laid a strong foundation for me, both mentally and physically, instilling in me the mindset to always strive for improvement, the ability to make sacrifices for long-term goals, and an unwavering determination.

As I got older, I transitioned from gymnastics to competitive cheerleading, which allowed me to continue flipping and twisting while also enjoying more of social life and a team-oriented environment. It wasn’t long before I was introduced to the University of Louisville, renowned for having one of the best cheer programs in the country. Initially, I considered it a long shot to be a part of such an elite team, so I applied to several schools and enrolled at East Carolina University (ECU). However, my parents encouraged me to try out for Louisville, and when I made the team, I knew I had to go. It was the best decision I ever made.

During my time at Louisville, I achieved multiple NCA College National titles, won Cheerleading Worlds with Gymtyme 4 years in a row, and earned a Team USA Gold in 2012. After college, when my cheerleading career came to an end, I found myself needing to channel my energy and drive into something new. I decided to pour everything I had into building something from the ground up. This is how the idea for DICED was born.

The concept of a fast-casual salad shop stemmed from two key experiences: As a busy athlete, I struggled to find healthy, quick meal options, often resorting to Taco Bell or Wendy’s between practices. Secondly, there was a similar restaurant in Louisville at the time, but I saw many areas where the concept and quality could be improved. I began crafting a brand and business plan aimed at creating a fast-casual concept with ingredients as high-quality as those found in upscale restaurants—everything cooked fresh, dressings made in-house, grass-fed steak, and only olive oil used.

On Thanksgiving Day in 2014, my dad picked me up from the airport and went straight to Williams Sonoma to get a mezzaluna and to the grocery store to gather ingredients for what would become our signature “Southwest Crunch” salad with Chipotle Ranch dressing. After passionately pitching the idea to my parents, I returned to Louisville hoping that we could make it a reality in the next few years. It happened a lot quicker than expected, my parents became the first investors in DICED, and I’m proud to say they’ve been fully repaid and still hold a minority stake.

We chose Cary, NC for our first location because it was just a mile away from where I was relocating for a job in physical therapy. In May 2015, I moved to Cary, knowing no one and solely focused on creating DICED. The first store opened in August 2015, with my brother stepping in as the kitchen manager, and we continued improving day by day. Winning “Best New Business” from Cary Magazine in 2015 confirmed we were on the right track, leading to the opening of our second location in 2017 and a third in 2018. We’ve since earned numerous accolades, including “Best Healthy Eats,” “Best Salads,” “Best Lunch Spot,” and “Best Vegan,” honors for which we are incredibly grateful.

In 2018, I met Brandon Christy who became our food sales rep at the time. Brandon quickly became a friend and mentor, and his dedication to DICED went beyond his role. Recognizing that our values and visions aligned, I knew he would be an excellent partner to lead operations. In 2021, Brandon joined DICED as Vice President, taking over the entire operational aspect of the business. His leadership and experience has taken DICED to a new level where we are able to grow the brand again. Since then, I have stepped back to focus on branding, marketing, leases, and back-end financials. Our partnership has been one of the most rewarding aspects of this journey, as our complementary skills make for a stronger, more exciting venture.

As of 2024, we’re on the brink of opening our 4th location in Downtown Raleigh and have plans to continue expanding in the local Raleigh/Durham area.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Starting a restaurant at 25, with no prior experience in the industry, was anything but smooth. The learning curve was steep—whether it was negotiating leases and contracts, leading a team, creating the processes and systems for consistency, or defining our brand’s identity. In those early days, we were only closed on Sunday evenings because my brother and I needed time to do our laundry – otherwise, we were there 7 days a week from open to close. As a gay business owner, I also really valued creating a space where everyone felt welcome and included. This personal experience of navigating my own challenges greatly shaped how I approached my business when creating it—prioritizing authenticity, acceptance, and genuineness in our culture. Each challenge taught me something new, often through trial and error. But with every setback, I found a way to be resourceful, learned from it, and kept moving forward.

Today, one of our biggest challenges is being recognized as the small, local company that we are. Many people mistakenly assume we’re part of a large franchise. Another hurdle is educating our customers about the high quality of our ingredients. While we may be a fast-casual concept, we refuse to compromise on quality. We serve grass-fed certified angus steak, hormone and antibiotic-free chicken, and house-made dressings prepared with 100% olive oil—ingredients you’d typically find in an upscale restaurant, not in a typical chain. Balancing this high quality with competitive pricing is tricky, especially when customers may not immediately see the difference in the quality we offer.

Appreciate you sharing that. What should we know about DICED?
What sets us apart is our commitment to quality and the care we put into everything we serve. We source our chicken locally from Sanderson Farms in North Carolina, ensuring it’s both antibiotic and hormone-free. Our steak is grass-fed certified angus beef. Our dressings our made in house in small batches to ensure a consistent and fresh taste. Unlike many others, we don’t use any seed oils—using only 100% extra virgin olive oil in our dressings and for cooking our proteins and veggies.

Food prep is another area where we refuse to compromise. Everything is prepped fresh in-house daily at our largest location and delivered to each store every day. For example, our Carrot Ginger dressing is made with real ginger, carrots, and green onions. Our Avocado Bacon Ranch uses real avocado and bacon. Our sweet potato and broccoli is roasted in 100% olive oil, salt, and pepper. We like keep it simple and keep it real.

We also focus on providing a personalized experience for our customers. Each salad or wrap is diced in front of them, ensuring everything is evenly mixed and easy to eat. With over 60 ingredients and 15 dressings, our “Craft Your Own” option is popular because it allows customers to create something that suits their specific tastes, allergies, or dietary needs—whether gluten-free, dairy-free, vegan, vegetarian, or more.

What’s next?
In the immediate future, we’re excited to open our Downtown Raleigh location on Fayetteville Street. The downtown community has been incredibly welcoming, and we’re eager to contribute to the area’s revitalization post-COVID. We also have plans for another new location in the works, though we aren’t quite ready to make an official announcement just yet.

Additionally, we’re about to launch a new interactive nutrition calculator on our website, which will be a great tool for our customers. Beyond that, our focus remains on refining our offerings and continuing to grow our brand within the Raleigh community.

Contact Info:

• Website: https://www.dicedsalads.com
• Instagram: @dicednc