Food franchising now

Fresh and fun lead the charge in food franchising

By Jill Abrahamsen

Food franchising is not the gimmicky, burgers-and-fries on-the-fly scene that it used to be. Today, customers want healthy and sophisticated foods, no matter where they are or how much time they have. Diners, especially trendsetting millennials, aren’t looking simply for meals—they want experiences. Franchisors hear these demands—and they’re answering them in a big way.

Here, we talk to food franchisors who are disrupting the market, challenging us to rethink a brand encounter. Take the Waffle Experience, for example. Putting a creative—and sophisticated—twist on an old favorite, the innovators behind this popular brand know how to “wow” customers and keep them coming back for more. Then there’s Mamoun’s Falafel. The iconic New York City Middle Eastern restaurant has had a cult-like following since it opened in the 1970s. Today, it offers franchise opportunities.

Burgers and tacos once ruled fast food, but now we have poké, acai bowls, and poutine moving in. Never heard of these foods? Read on. Maybe one will be the mainstay of your next business.

THE WAFFLE EXPERIENCE

WHILE SERVING IN THE MARINES TOGETHER, JEFFERY BELASKI and Michael Donoho would talk about opening a restaurant together one day. They wanted to serve food made from the freshest ingredients in a fun and innovative way. Donoho, a world-class chef, grew up helping his parents work in their expansive family garden. An avid fisherman and hunter, he had an appreciation for fresh food. Belaski had the drive, business acumen, and creative mind to make things happen.

Reunited outside of the barracks, the duo took a leap of faith and launched The Waffle Experience (TWE) in 2014. Made from locally sourced natural and organic ingredients, the flavor-infused waffles offer the perfect storm of innovation and fresh. It didn’t take long before the restaurant was named a “must-try” on MSN’s prestigious list, 50 Best Things to Eat Before You Die.

TWE quickly became a destination restaurant with long lines of customers wanting in. Impressive as that is, the amazing part is that the first location was situated in a industrial park. “There was no foot traffic to bring people in. We didn’t advertise. It was all word of mouth. People loved our food and started posting pictures all over social media. It went viral,” Belaski says.

The restaurant serves waffles like you’ve never had before. “This is not watered-down pancake mix. Our waffles are made from brioche bread dough and infused with herbs and other unexpected additions like fruit and meats,” says Belaski. “Praise the Lard” (above, left) is made with house-braised pork belly, cage-free eggs, arugula, roasted tomato, ricotta, cracked pepper agave syrup, on top of a lardon-studded herb waffle. The Bloody Mary Experience (right), more like a meal in a glass, turns heads whenever it’s served.

Now offering franchise opportunities, the founders believe The Waffle Experience will do well just about anywhere. “Our first location made a killing in an industrial park, so imagine how it will do in an area with foot traffic,” asks Donoho. “This is a great lifestyle business, with family-friendly hours, a unique concept, and a proven model,” says Belaski. “We are looking for franchise partners who share our passion and excitement for this business. This partnership will be the foundation of our success.”

For more information, visit www.thewaffleexperience.com

MAMOUN’S FALAFEL

ICONIC IS THE BEST WORD TO SUM UP MAMOUN’S FALAFEL. WITH A history that dates back to the 1970s, the Middle Eastern restaurant’s first location in Greenwich Village is considered a New York City landmark. Working in a tiny space of just 200 square feet, the original restaurant is still booming today with long lines of customers waiting to get a taste of their famous falafel, shawarma (lamb cooked on a rotisserie), chicken kabobs, and a host of other Middle Eastern fare.

How did they get this hardcore following? “With passion and a commitment to excellence,” says Hussam Chater, the youngest of founder Mamoun Chater’s four sons. “My father put his heart and soul into this business. He built Mamoun’s during challenging times,” he says. “Whatever he touched, turned to gold. My father started out as a poor immigrant from Syria and built a legacy.”

A family business, the four brothers were involved in the first restaurant from the time they were little kids. “We prepped food, skewered chicken, did whatever was needed, and gradually began working the counter and serving customers—it was part of our upbringing. My mother also helped with the business while raising me and my brothers,” Chater says. “The restaurant grew organically and we are very proud of the fact that the original location is still going strong after more than 45 years. We started adding locations in 2004, first in Manhattan and then in New Jersey with larger spaces, but with the same recipes. The menu hasn’t changed. It’s what made us successful through all these years, but we are constantly working on ways to improve the quality of the food.”

The four brothers now run the business and considered franchising for a long time before they started offering opportunities in 2015. “We knew the business and brand worked well with our family running it, but we were concerned about the control and consistency as we grew through franchising. We wanted all the food in every location to be the same as the original,” he adds.

The answer? They built a centralized commissary where they control all the ingredients and preparation. “This is not only great for consistency, but it makes running the restaurant simpler for franchisees,” he adds.

The brothers are excited to grow, but they are looking for investors who appreciate their history and commitment to excellence. “Our goal is to protect and carry on our father’s legacy,” says Chater.

For more information, contact www.mamouns.com

CLEAN JUICE

LANDON AND KAT ECKLES NEVER SET OUT TO RUN A MULTI-MILLIONdollar franchise business. In fact, launching Clean Juice was a byproduct of wanting to spend more time with family and a desire to live a healthier lifestyle. Early in their marriage, Landon worked long hours and often had to travel for weeks at a time. He hated being away from his growing family. At the same time, Kat started experimenting with juicing and became very passionate about its health benefits.

The couple had always talked about being in business for themselves and soon realized that Kat’s passion for juicing could be the answer. Together in 2015, they opened the first Clean Juice. The entire menu is certified organic and items include juices, acai bowls, smoothies, and healthy treats like almond butter and avocado toasts. There is also a cold-pressed juice cleanse regimen, which comes bottled and consists of six specific juices for a whole day of cleansing. “Our juices are organic and raw, not processed. They are cold-pressed on site at each location.” Landon adds. Using her kids as guinea pigs, Kat created a menu that has something for everyone. “We figured if you can get your kids to like it, most people will, too. It doesn’t have to taste bad to be good for you,” Landon says.

“We’re the only juice franchise that is USDA certified organic. It’s not just a claim we are making. Becoming certified organic is a rigorous process. All of our stores are audited biannually by a USDA approved certifier, the CCOF,” explains Landon. “Since franchise partners follow our system, they are able to open their stores with the USDA organic certification.”

Franchising wasn’t in the original plan, but the couple began awarding territories in 2016. “We were getting inquiries all the time,” Landon says. But after winning the International Franchise Association’s NextGen Competition in February 2018, the growth of Clean Juice exploded. There are now 43 open locations, with another 75 in development.

“We field about 1,000 leads for franchising a quarter. We want to partner with people who share our ideals and passion for this business,” Landon says.

These days, the Eckles and their five children enjoy spending lots of time together. “Since we opened our doors, the kids love hanging around our stores,” says Landon. “We try to integrate our work family with our home family, and it’s been great.”

For more information, visit www.cleanjuice.com

THE TOASTED YOLK CAFE

WHO SAYS COCKTAILS AND ENTERTAINMENT HAVE TO BE LIMITED TO THE evening hours? Not Toasted Yolk founders Chris Milton and Mathew DeMott. In fact, serving inventive cocktails along with a decadent breakfast and lunch, Toasted Yolk’s motto is “It’s never too early to get toasted.”

“We saw a need in the market for a fun, upbeat restaurant that serves both breakfast and lunch. We didn’t want to be ‘the rooster on the wall’ kind of place,” says Milton. The entrepreneurial duo had experience in the restaurant business and knew what worked and what didn’t. Serving cocktails early in the day was a hit right off the bat, with two to three people deep standing at the bar,” Milton says. “We wanted to make breakfast and lunch more like a social event.”

With creative dishes and Texas-sized portions, the first Conroe, Texas, location was an immediate hit when it opened in 2010. “Our menu is fun and inviting. Folks want to hang around and relax here,” Milton adds. Menu items include “The Double Decker,” an omelet stuffed with sausage, bacon, ham, tomatoes, and more; homemade churro donuts; a variety of mimosas; and a full coffee bar. There’s also a full lunch menu of soups, sandwiches, and salads. Catering offers another revenue stream for the business.

With six corporate locations booming, the pair started offering franchise opportunities in 2016, and they’re well on the way to changing how the world serves food before 3 p.m. The pair attributes their success to a unique experience and happy employees. “We make everything in-house and source quality ingredients. Our managers enjoy the best hours in the business. We are able to recruit quality employees and retain them,” Milton says.

For more information, visit www.thetoastedyolk.com

MAHANA POKÉ

BEING A FREQUENT VISITOR OF THE ALOHA STATE, DAVE WOOD FELL IN love with poké—a casual dish that includes chunks of raw, marinated fish tossed over rice and topped with vegetables and umami-packed sauces. Having had a successful career in the restaurant world and still not ready to retire, Wood recognized an opportunity to roll out something new and exciting. So, he teamed up with friend and business partner John Thomas and created Mahana Poké—and brought a piece of Hawaii back to the mainland U.S.

Although poké is the thrust of the business, Mahana offers much more. If you don’t care for fish, there are bowls starring meats. The “Spicy Sesame Bowl,” for example, includes grilled chicken, portobello mushroom, cucumber, and sweet pepper topped with sesame soy and spicy mayo, garnished with scallions and sesame seeds.

If nothing on the menu appeals to you, try a “make-your-own bowl,” and pick your protein, veggies, and toppings. “Options really resonate with people, especially the under-40 crowd,” Wood says. The menu also includes a variety of sushi rolls and ways to customize those as well.

Wood and Thomas are very proud of their management team. “Although Mahana is new, our executive team has more than 100 years of restaurant experience across wellknown brands,” says Wood. “Franchisees have a great opportunity to be on the ground floor of something big with the benefit of experience and support.”

For more information, visit www.mahanapoke.com

SMOKE’S POUTINERIE

RYAN SMOLKIN LIVES HIS BRAND. THE CEO AND FOUNDER OF SMOKE’S Poutinerie never goes out without his Canadian gear. “Gotta wear the hat, shades, and everything in plaid, even undies,” says Smolkin. You can feel the excitement he has for his business within seconds of talking with him. “Gotta hop on the rock ’n’ roll gravy train,” he says about the loaded fries his restaurant serves as a main dish, which are decadent, satisfying, and far from ordinary.

Smolkin created a new way to serve up a classic Canadian side dish, poutine. Traditionally served as French fries topped with cheese curd and gravy, Smolkin brought the dish to a whole other level. “We created a new food category. We serve it as main dish and throw all kinds of stuff on top,” he says. The menu consists of more than 30 options, all served the same way: In paper baskets, with a base of French fries then topped off with mounds of goodies. Customers can choose among creations like the “Bacon Cheeseburger Poutine,” “Nacho Grande Poutine,” and “Jerk Chicken Poutine.” There are vegetarian options as well.

This fast-casual dining experience draws huge crowds, especially with the young, downtown urban population, where people seek “hangover prevention” in the late-night hours. “We can serve up to 200 people in an hour during peak times,’’ he says. “It’s all about the experience. We keep it fun and interesting with karaoke and air guitar and poutine-eating contests,” he adds. The restaurant started in Canada and is making its way through the States and throughout the world. “Think global domination,” says Smolkin.

There are multiple options for franchisees, including food court locations, non-traditional sites (which include college campuses and entertainment venues), and traditional, four-walled build-outs. Franchisees who own four-walled sites are eligible to own a mobile territory as well.

For more information, visit www.smokespoutinerie.com

COCOA GRINDER

ABDUL ELENANI HAS HAD AN ENTREPRENEURIAL SPIRIT SINCE HE WAS A kid. Selling candy to his friends in grammar school and buying and selling cars in high school, Elenani always had hustle. “I hate lazy people,” he says. The oldest son in a family of eight kids, Elenani’s father always called him, “the man of the house.” “I think that’s what gave me my work ethic. My dad was an immigrant and worked so hard, and I wanted to be like him,” he says.

Elenani’s father owned several Dunkin’ Donuts and Chock full o’Nuts locations, so Elenani got a taste for business ownership—and for coffee. No surprise that when Elenani went into business for himself, coffee was part of the plan. He describes his cafe, Cocoa Grinder, as “Starbucks on Steroids.” “Cocoa is for sweetness and grinder is for the grind of life,” Elenani says. “We roast our own coffee on-site. It’s top-notch,” he says.

People told Elenani he was crazy for opening his first location in the ethnic neighborhood of Bay Ridge Brooklyn. “People advised me against it, but I knew it would work. Everyone likes a good cup of coffee and healthful foods. We were an immediate success and attracted a diverse customer base—moms with toddlers, business people, students, you name it,” he adds.

Cocoa Grinder offers the ultimate in “grab and go.” Beside the high-quality coffee, there’s a full juice bar and an extensive menu of wholesome foods. “Our first location was only 300 square feet, but we quickly grew out of it and changed the model to more like 1,200. Build-outs are fairly simple, and there is an added bonus for franchisees,” he says. Elenani also happens to be a trained architect and civil engineer, and he also owns a construction company (did we mention that he’s not lazy?), so franchisees get construction work for a fraction of the usual price.

With nine successful corporate locations in place, Elenani started offering franchise opportunities in 2017. “This is a great business in a growing segment,” he says enthusiastically. “The coffee and health-food industries are huge, and we have both. It’s a win-win.”

For more information, visit www.cocoagrindernyc.com