“Doing well while doing good” may be a cliché in philanthropic circles, but while many organizations merely talk the talk, Ruthie’s, a Dallas-based food business, is genuinely walking the walk.
Ashlee Kleinert launched the 501(c)(3) food truck business in 2011 with a clear mission in mind.
“Ruthie’s was always meant to be a ‘community truck,’ serving nonprofits and first responders at no cost,” she says.
Her self-described “entrepreneurial spirit” kicked in, allowing her to shift gears and evolve the business with impressive agility, flexibility, and a willingness to embrace change over the years.
“I believe we’ve found our purpose,” Kleinert says.
The daughter of prominent Dallasites Nancy and Ray L. Hunt, Kleinert grew up in Richardson, attended public schools and SMU. It was there, on the Hilltop, that she met her husband, Chris, on a blind date. They are parents of three adult children.
Beyond serving staples like tomato soup, salads, fries, and “the most delicious, creative grilled cheese sandwiches in Texas,” as she calls them, Kleinert’s mission is putting people formerly touched by the justice system to work and helping them assimilate back into society. A “fresh start” employer, she call it.
“Our Café and food truck team is made up of the most incredible people who have served their time and are ready to get back into being a contributing member of society. They just need a second chance, sometimes it’s their first chance given life circumstances beyond their control.”
“We know our ‘why’ and everyone on our team is interviewed carefully so they fit in our culture of truly being a force for good in and out of the Café.”
Ruthie’s mission is supported by the Kleinert family’s Good Foundation of Texas. “We come at this looking through a different lens than most other restaurants,” she says
Nowadays, the company has two food trucks and a Café that opened in February, which Kleinert says benefits the St. Philip’s School and Community Center in South Dallas.
“All proceeds go to them,” she says.
The Café is located at 1632 Martin Luther King, Jr. Blvd, “Only a 15-minute drive from the Park Cities,” Kleinert adds, beckoning friends to come and sample the food, as well as the unique level of genuine hospitality.
The purpose, she says, is to bring people together by serving tasty, locally sourced food prepared and served in comfortable surroundings by individuals in need of a fresh start.
And according to Kleinert, it’s working.
“We are showing others that we are more alike than different. And everyone has a seat at the table here.”
It is easy to fall in love with the region’s abundant history and the many caring individuals that live in the area, she says.
“We just need to find a way to get people out there.”
The Café offers a private meeting space with audio-visual options that can seat up to 16 people for small gatherings or business meetings. Ruthie’s also has a catering service.
Quality and attention to detail are critical elements for the company’s success, in addition to what Kleinert calls “radical hospitality.”
“People have a lot of choices when it comes to dining out. Our menu consists of things most people can prepare at home. But our mission and our hospitality are what sets us apart.”
Customers have been impressed with the service and Ruthie’s hiring model of giving people leaving the justice system a chance, she says. “There is power in your purchase.”
Kleinart wears a refreshing level of passion on her sleeve, concerned about so-called societal silos and comfort zones. “(People) may write a check or show up to an event to support a mission. But we need more than that; we need relationships built on trust, and that takes time and presence.”
“My faith journey has taken me on a ride,” says Kleinert. “I believe we are so much stronger together, doing good.”
“We are showing others that we are more alike than different and everyone has a seat at the table here.”
-- Ashlee Kleinert, Ruthie’s founder