Craveworthy Brands has added Gregorys Coffee to its collection of franchise brands
Craveworthy Brands, a leading franchisor in the fast-casual industry, has made its first major investment in the coffee sector with the acquisition of Gregorys Coffee, a New York City-based specialty coffee chain. The deal, which involves multiple partners including Kitchen Fund and Harborfield Management Co., marks a significant step for Craveworthy Brands as it ventures into the beverage-driven retail market.
Gregorys Coffee, a 50-unit chain based in New York, is known for its unique "not-so-regular" identity and hand-roasted coffee beans, sourced and roasted five days a week in the city. Founder Gregory Zamfotis will remain as the president of the company, continuing to guide its quality-first and family-oriented culture.
Craveworthy Brands, which already boasts approximately 20 franchise brands spanning various fast-casual concepts such as Asian-fusion, fast chicken, Mediterranean, burger, and bakery brands, will take on an active managing partner role for Gregorys Coffee. The goal is to provide operational expertise and franchise support, aiming for national growth with qualified entrepreneurs.
The approach is similar to Craveworthy's previous franchise partnerships, such as with Shaquille O'Neal-founded Big Chicken and Kinnamōns. However, the Gregorys Coffee partnership represents a new category extension for the group, signalling an expansion into the specialty coffee sector.
As part of the deal, Craveworthy Brands will provide operational and training expertise to Gregorys Coffee, with plans to franchise the brand starting in the fourth quarter of this year. The goal is to expand outside the greater New York area, competing with established players like Starbucks, which has recently experienced sluggish sales.
Gregorys Coffee's loyal fans, known as "Gregulars," can look forward to the continued offering of pastries and dishes curated by an in-house dietitian in the franchised cafes. The chain's unique identity and founder-led direction will be preserved, reflecting a partnership model that balances operational scale with brand authenticity.
Brand partners in the deal include The Kitchen Fund, led by Fransmart CEO Dan Rowe and managing partner Greg Culkin, and private investment firm Harborfield Management Co., founded by Ezra Field, a former executive of Subway and Roark Capital. Strategic advisor Branded Hospitality, co-founded by Michael "Schatzy" Schatzberg, is also involved in the Gregorys deal.
With the addition of Gregorys Coffee to its portfolio, Craveworthy Brands continues to diversify its offerings, providing exciting opportunities for growth and development in the specialty coffee sector.
The acquisition of Gregorys Coffee, a 50-unit specialty coffee chain in New York, by Craveworthy Brands, a leading franchisor in the fast-casual industry, marks an expansion of Craveworthy's business into the specialty coffee sector through franchising. Craveworthy Brands plans to provide operational and training expertise to Gregorys Coffee, with the goal of franchising the brand and expanding outside the greater New York area, competing with established players like Starbucks.
