Supercharging North America’s food and beverage industry, Craveworthy Brands is the fast-growing multi-concept franchise platform that seeks to grow, nurture, and invigorate emerging and existing brands.
CRAVEABLE FOOD AND GUEST EXPERIENCES
Since 2022, Illinois-based Craveworthy Brands (Craveworthy) has been on a mission to transform new, emerging, and mid-level brands into high-performing, fully developed, multi-unit franchises that are recognized nationwide.
Founder Gregg Majewski, former CEO of Jimmy John’s Gourmet Sandwiches (Jimmy John’s), brings a wealth of experience to Craveworthy having worked for 24 years across North America’s food and beverage industry in various senior executive roles.
Amidst an industry facing unique fluctuations, Majewski saw the chance to build a restaurant company like no other, with a goal of bringing together distinct yet complementary brands.
Majewski’s life-long dedication to, and track record of, conceptualizing and growing emerging brands saw him grow Jimmy John’s from just 33 restaurants to a whopping 300 in his time as CEO. As such, he’s now responsible for restructuring and implementing impressive operational standards at Craveworthy that guarantee success.
Centered around the fast-casual food sector, Craveworthy supports some of the most prevalent, up-and-coming food brands in the US with major potential for scalability.
The company currently owns, operates, and franchises several distinct brands across 24 states and is optimistic that it will meet or exceed its goal of generating $1 billion in systemwide sales over the next five years.
Craveworthy’s innovative shared resource model, which seeks to empower small brands to be the next great leader in their field, creates remarkable value for both consumers and restaurant operators.
Ultimately, the company believes that if it’s not delivering a ‘craveable’ experience, it’s just not Craveworthy!
ALL-ROUND SUPPORT
Having successfully developed a new generation of high-growth, easy-to-operate quick service restaurant (QSR) brands, Craveworthy provides opportunities for its franchises to achieve the American Dream.
Its current portfolio includes three legacy brands – Genghis Grill, BD’s Mongolian Grill, and Flat Top Grill; eight emerging concepts – Wing It On!, The Budlong Southern Chicken, Krafted Burger Bar + Tap, Soom Soom, Dirty Dough, Sigri Indian BBQ, Hot Chicken Takeover Southern Chicken (HCT Southern Chicken), and Taim Mediterranean Kitchen; and four virtual brands – Lucky Cat Poke Company, Scramblin’ Ed’s, Pastizza, and Nomad Dawgs.
Each QSR is built on a firm foundation of operational excellence, unparalleled hospitality, innovative and immersive cuisine, and great guest experiences, ensuring excellence across the board.
Emerging brands that choose to franchise with Craveworthy benefit from a whole host of advantages by following the proven business model of established legacy brands, such as low start-up costs and technological support.
In addition, new brands can enjoy both flexible territories and localized marketing guidance, alongside first-to-market advantages and an optimized supply chain through Craveworthy’s plethora of industry contacts.
The company also provides personalized support for each of its brands, granting them buying power at mass scale and unrivaled access to Craveworthy resources.
A GROWING CONCEPT
In a year of exponential growth for Craveworthy, it acquired multi-brand fast-casual operator, Untamed Brands, while it also opened its first food hall, Craveworthy Kitchen, to showcase its franchises.
A co-branded space at Hayden Hall on the second floor of 333 South Wabash, nicknamed “Big Red”, Craveworthy Kitchen features many of the company’s existing food concepts such as Lucky Cat Poke Company, The Budlong Southern Chicken, and Krafted Smash Burgers – a by-product of Krafted Burger Bar + Tap.
It also promotes virtual concepts exclusive to Craveworthy Kitchen including Scramblin’ Ed’s, which serves breakfast sandwiches, wraps, and bowls, and Pastizza which, as the name suggests, offers pizza and pasta.
The current brands on offer at the 25,000 square foot (sqft) food hall are only the beginning for Craveworthy, who wishes to add two more concepts to the space alongside a full-service restaurant.
Embodying the vibrant culinary spirit of Chicago, Craveworthy’s food hall venture underscores its relentless dedication to innovation and commitment to remaining ahead of the curve amidst a constantly evolving industry.
GROWTH CASE STUDY
Guided by an overarching strategy of making both its customers and franchisees happy, Craveworthy’s growth, in theory, has no limits.
This is because there are countless existing or emerging brands across the US that could benefit from being part of a visionary platform able to leverage its resources and scale to create competitive propositions, positioning them for almost guaranteed eventual growth.
In this way, Craveworthy is accumulating not only emerging brands amongst its portfolio but also brands that may be long forgotten. These can be inserted into the Craveworthy ‘cycle’ in which technology is updated and relatively new concepts, such as virtual kitchens, can be implemented.
Providing a resurgence for these brands, Craveworthy’s support also extends to training, marketing, and digital guidance.
Genghis Grill is a perfect example of what such a resurgence can look like as, prior to acquisition, the stir fry concept founded in 1998 had closed more than 10 locations since 2019 and saw sales drop by over $10 million as a result.
Thus, Craveworthy has worked hard in recent years to reconceptualize the brand to fit the rapidly emerging fast-casual food segment, moving away from buffet-style food service.
Noticing a relative lack of competition surrounding the create-your-own stir fry model, Craveworthy implemented this framework at Genghis Grill so consumers could have increased autonomy over their food choices, while adding more Asian-inspired flavors and innovative hand-held options like Bowl-ritto and layering in virtual brands such as Lucky Cat Poke Company.
Genghis Grill’s first new site, which opened in June 2023, is strategically located outside of Ohio State University’s campus in Columbus and has generated excitement, positivity, and, most importantly, profit since its launch.
According to internal reporting in February 2024, by collaborating with Craveworthy, Genghis Grill has seen food and labor costs reduce by six and eight percent, respectively, resulting in a more streamlined operation.
AN ATTRACTIVE PROPOSITION
Of course, aside from ideas and innovation, what fuels Craveworthy’s next generation of fast-casual restaurants is a board of investors deeply committed to elevating emerging and mid-level brands into nationwide sensations through a collaborative resource model.
Four key factors differentiating Craveworthy from the competition are its rapid growth, incubation of venture capital (VC), ability to share resources through purchasing power and technology, and ready anticipation of continued growth, making it an attractive prospect for potential investors.
Highlighting the success of Craveworthy’s growth strategy is its latest acquisition, Untamed Brands. The parent company of Taim Mediterranean Kitchen and HCT Southern Chicken has seen the company add 20 locations to its growing portfolio, alongside $28 million in corporate revenue and $4 million in earnings before interest, taxes, depreciation, and amortization (EBITDA).
This achievement has set ideal foundations for Craveworthy’s five-year growth plan, which seeks expansion through franchise development and additional company-owned stores and acquisitions.
Alongside an anticipated $1 billion in system-wide sales, Craveworthy’s growth plan seeks more than $250 million in revenue, 1,000 or more locations across the US, and $50 million in EBITDA.
Through expert leadership under Majewski, a well-established growth pipeline, supercharged innovation and technology distribution, and a culture of hospitality, Craveworthy is able to incubate its 11 current fast-casual brands, which are primed for immanent growth, with more acquisitions under consideration for the near future.
TECHNOLOGIES AND TRAINING
Amidst a new wave of technologies, such as QR codes for restaurant orders, online platforms for pick-up and delivery, self-service kiosks at many fast-food franchises, and even robot waiters, Craveworthy recognizes how the customer experience can be transformed.
However, while it is important to integrate technology to remain innovative and competitive, the company seeks to complement human interaction across franchises rather than replace it.
Though innovative food offerings are primarily what draw guests to its establishments, interacting with a skilled and attentive team is crucial to securing returning customers. Ultimately, Craveworthy believes personal connections are what create a memorable consumer experience.
As such, the company’s training is rooted in ensuring its training programs are relevant on the ground at each of its sites, while prioritizing upskilling to ensure staff are well-equipped to provide a premium customer service experience.
Cassie Miller, Vice President of Training, has created opportunities for upskilling with an internal program for Craveworthy’s franchise operators, where experienced coaches help high-performing staff gain the requisite skills to train other team members effectively.
This initiative not only ensures a constant cycle of upskilling across Craveworthy’s brands but maintains consistent engagement with training as franchise operators can delegate responsibilities to employees who are already thriving.
In this way, Craveworthy cultivates a refreshed and energized approach to training and upskilling, resulting in a customer experience that perfectly complements the technologies used across its sites.
CRAVEWORTHY BRANDS PARTNER
