Dive Brief:
- Craveworthy Brands will open its first multi-branded restaurant at the Georgia Institute of Technology in August, the company said Thursday.
- Crave Kitchen will serve seven brands in one location and uses a centralized operating system, shared supply chain, unified training program and integrated tech stack.
- The food hall style concept is part of the chain’s interest in nontraditional venues, including universities, airports, stadiums, casinos and resorts, which are some of the fastest growing areas in the restaurant industry, the press release said.
Dive Insight:
Having more than one concept in a single facility creates more revenue opportunities, builds average check and allows the restaurant to appeal to more customers. Other multi-brand holding companies, like Fat Brands, Kahala Brands and Woworks, have co- or even tri-branded multiple brands in one location.
The Georgia Tech Crave Kitchen will offer seven brands, including Big Chicken, Fresh Brothers, Kinnamōns, Krafted and Taim Mediterranean Kitchen, with menu items spanning breakfast, lunch, dinner and late-night occasions.
Crave Kitchen will support catering for campus events and group orders, including offering Dirty Dough cookies as dessert add-ons.
“Bringing multiple brands into a single venue under one operating system — without compromising quality or consistency — is a challenge across this industry,” Gregg Majewski, founder and CEO of Craveworthy, said in a statement. “As brick-and-mortar continues to grow and nontraditional accelerates alongside it, Georgia Tech represents the future of where this model is headed. We're building an all-in-one system designed to scale intentionally.”
The Crave Kitchen model is designed for high-volume venues, like universities, and its built-in infrastructure allows each concept to function seamlessly, the press release said.
Craveworthy Brands, which has over 20 concepts and more than 300 units globally, has actively acquired brands including Taim, Kinnamōns and Fresh Brothers, to build up its portfolio in recent years. It also invested and became a managing partner of Gregorys Coffee and Shaquille O’Neal’s Big Chicken last year.
