DELIVERING GREEK-REINTERPRETED CUISINE TO ROMANIA
FAST-FOOD
Founded under the concept of serving a unique Greek-inspired fast-food experience in Romania, Spartan prides itself on fresh and authentic ingredients. CEO, Gabriel Melniciuc, discusses its warrior-like marketing campaigns and recipe for success
Writer: Rachel Carr | Project Manager: Poppi Burke
Commitment, perseverance, and determination are three words associated with the ancient Greek Spartans.
They are also attributes that can be applied to the Romanian restaurant brand of the same name.
Over the years, Spartan has grown significantly, expanding its presence with a chain of establishments, serving high-quality, freshly prepared rotisserie meat combined with homemade sauces and baked bread, all of which are central to its identity.
However, this year, the company has undergone a significant rebranding, updating its logo and location designs to modernise its image and appeal to a broader audience.
“This move is part of a broader strategy to enhance brand recognition and attract different generations, giving us a more diverse customer base,” introduces Gabriel Melniciuc, CEO of Spartan.
Indeed, the fast-food chain recently launched its first TV campaign
centred around a ‘Top Fresh’ theme.
“We wanted to highlight the freshness of our products made in each location. The campaign ran for two months on Intact Media Group, the biggest TV channels in Romania, which was a significant milestone in our marketing efforts,” he adds.
A mixture of traditional advertising and digital promotional efforts proved to be a shrewd investment for Spartan.
Moreover, using social media platforms to connect with a different audience has been particularly effective.
“Deploying campaigns that engage users through humour and relatable content has, without a doubt, strengthened the brand’s presence in the market,” acclaims Melniciuc.
Spartan’s strategies have positioned the company in hightraffic mall food courts, and its recent rebranding demonstrates a commitment to evolving market trends and consumer preferences.
FAVOURABLE FAST-FOOD FRANCHISEES
Spartan offers compelling opportunities for entrepreneurs looking to enter the restaurant industry, particularly in the niche of Greek-inspired rotisserie meats and fresh, high-quality ingredients.
The company supports anyone seeking to open a franchise, however specific criteria are required.
“An entrepreneurial spirit is essential; we seek passionate and driven individuals. The ideal franchisee should be determined to succeed, capable of taking the initiative and making strategic decisions in order to grow the business,” Melniciuc highlights.
Financial stability and an ability to invest and sustain a business during its growth phase are also crucial, including having the necessary capital for the initial franchise fees and setup costs.
While previous experience in the food and beverage industry is
advantageous, Spartan also values general business or management experience.
This ensures that franchisees have the skills to navigate potential staff issues, control costs, and drive profitability.
Additionally, a solid commitment to the customer experience is equally important.
“Understanding customer service is paramount to our brand identity. This includes being hands-on in day-today operations and ensuring every customer leaves satisfied.
“Prospective franchisees must align with Spartan’s values, emphasising quality, freshness, and authenticity. This means adhering to high standards for food preparation, ingredient sourcing, and overall operational excellence,” details Melniciuc.
Spartan values its Greek-inspired heritage and the traditions that come
“UNDERSTANDING CUSTOMER SERVICE IS PARAMOUNT TO OUR BRAND IDENTITY. THIS INCLUDES BEING HANDS-ON IN DAY-TODAY OPERATIONS AND ENSURING EVERY CUSTOMER LEAVES SATISFIED”
– GABRIEL MELNICIUC, CEO, SPARTAN
with it. Therefore, franchisees must be willing to uphold and appreciate this to enable them to contribute to the brand’s unique identity in the fastfood sector.
Alongside an excellent cultural fit, local knowledge and community engagement are key to understanding the market.
“We want people who are wellconnected within their area and have a deep recognition of consumer preferences and trends, which can be vital to drive localised marketing
efforts and build a loyal customer base,” he outlines.
COMBATTING THE COMPETITION
The food and beverage industry is currently one of the most dynamic and rapidly evolving sectors globally. Several factors contribute to its exhilarating nature, including innovation and technological advancement, changing consumer preferences, and globalisation and localisation.
FAST FACTS ABOUT SPARTAN’S FOOD CHAIN
• Suppliers include Coca-Cola, Henny Peny, HAVI Logistics, and McCain.
• Out of its 71 locations across Romania, 40 are franchises.
• The largest franchise is Remus Cosovanu, which manages 16 restaurants in major cities such as Timisoara, Cluj, Deva, and Zalău.
• Menu offerings include gyros, souvlaki, and various meat platters. The rotisserie cooking method pays homage to the Greek tradition of spit roasting to achieve a tender and flavourful result.
• Distinctive food features include a signature garlic sauce made from yoghurt, lemon juice, and freshly peeled garlic to ensure authentic flavours.
• Fresh bread is baked daily at each location.
• Spartan employs around 1,000 staff members in both company-owned and franchised locations.
• The interior design of the restaurants is a blend of traditional and contemporary elements to evoke a Mediterranean dining experience. A standout feature is the open kitchen concept, enabling customers to see food being freshly prepared on-site, reinforcing the brand’s commitment to quality and transparency.
• The brand name was inspired by Spartan heritage and the ancient Greek city of Sparta, known for its discipline, simplicity, and strength. This is reflected in the company’s visual identity with strong, bold aesthetics, symbolising robustness and product quality.
“It is an appealing space to work in for anyone passionate about modernisation, consumer behaviour, sustainability, and global trends,” Melniciuc excites.
Despite an exciting, ever-changing landscape, the industry has challenges, however Melniciuc views them as opportunities.
Like many fast-food companies, Spartan has faced and overcome several challenges, ranging from competitive pressures to operational difficulties.
“Managing a large number of franchisees often presents obstacles, such as maintaining consistent quality across all locations, but we addressed this by implementing stringent training programmes.”
As there is an increasing demand for healthier options and sustainable practices, Spartan responded by not using preservatives and highlighting its commitment to high-quality meat and potatoes.
SPARTAN’S SUCCESS STRATEGIES
• Emphasis on freshness and quality
• Strong brand identity
• Tactical use of marketing and rebranding
• A focus on product innovation
• Emotional and sensory engagement
• A robust franchise model with consistent standards
• Adaptability to market trends
Distinguishing itself from the competition with several vital factors, Spartan’s differentiation lies in its unwavering commitment to quality, transparency, and customer service, all underpinned by an authentic identity. Furthermore, the company’s ability to innovate, adapt, and consistently deliver on its brand promise has been central to the success of Spartan.
By maintaining high standards across its franchise network and connecting with customers through traditional and digital media, Spartan has also created a unique and compelling proposition in the fast-food market that resonates with a broad audience.
“Emphasising the use of fresh ingredients is our way of aligning with consumer trends, and this has enabled us to retain relevance and appeal to a broader audience. However, differentiating ourselves from competitors was challenging as the market for fast-food chains specialising in rotisserie meat became saturated,” Melniciuc explains. By focusing on product innovation, Spartan was able to stay ahead and boost profits by introducing McCain SureCrisp potatoes and a Greek-style meat recipe to enhance the menu.
THE ENDURING ALPHA OF THE INDUSTRY
Many elements have shaped Spartan in the past decade since its inception, including trends and technology. Both are set to ensure the company continues serving Greek cuisine to the Romanian population for some time
“PROSPECTIVE FRANCHISEES MUST ALIGN WITH SPARTAN’S VALUES, EMPHASISING QUALITY, FRESHNESS, AND AUTHENTICITY”
– GABRIEL MELNICIUC, CEO, SPARTAN
to come.
“TikTok and Instagram have also helped with our garlic sauce campaign, a key driver in customer interaction,” Melniciuc insights.
Like many companies, Spartan has had to navigate operational challenges and economic fluctuations that impact consumer spending.
However, focusing on efficiency and cost management enabled the company to weather any instability, and Spartan was able to expand whilst maintaining brand consistency.
“We introduced clear franchisee guidelines and standards, regular training sessions, audits, and support
from the corporate team to ensure that Spartan locations deliver a consistent customer experience, which is critical for maintaining brand loyalty.”
Added to this, integrating Spartan’s app with other valuable functionalities will create an ecosystem that facilitates client interaction with the company.
“2025 will be the year of obsession for the customer! We will take the relationship with our clients to another level, whether we are discussing buyers or franchisees.
“We have many plans from new products requested by customers,
training programmes for employees and franchisees, and a revolutionary system of integrating and supporting new partners,” Melniciuc concludes.
Tel: +40 740 196 607
gabriel.melniciuc@ro-spartan.com
