Fresh Food Franchise Picks

All-Around Fresh

For franchises like Fresh City, the offerings are extensive, but the focus is never lost. From the ingredients to the way the food is prepared, the experience is always fresh.

Brothers Larry and Bruce Reinstein founded Fresh City in Needham, Mass., in 1997 and have developed a menu that includes wraps, Asian noodles, soups and smoothies. All menu items are made to order, roasting and stir-frying are the only cooking methods used, and all the ingredients come from the best sources. The noodles are from New York City's Chinatown, the coffee and smoothie ingredients from California, and produce is purchased from local producers whenever possible.

Larry and Bruce, 50 and 48, respectively, decided to take the concept to the next level through franchising in 2003. Says Larry, "We had a vision of building a national brand, and we understood that, to be successful as a national brand, we had to attract very, very successful multiunit operators who would be able to grow the concept for us."

Their ultimate goal is to have about 50 franchise partners, with each partner operating 15 to 20 locations. They are already well on their way. They currently have three franchisees, just celebrated the opening of the first of 20 locations in New Jersey, and are looking to soon close deals in Florida, Maryland, New York and Virginia. Initially, they're concentrating on growing the concept in the eastern half of the U.S. in areas that can support a minimum of 10 locations.

"I'm a believer in underpromise, overdeliver," says Larry. "When you're too far away from your headquarters too early as a franchisor, it's very difficult to provide the service that's required to make sure [your franchisees] are successful."

With such rapid expansion on its plate, it won't be long before Fresh City becomes a national brand. Meanwhile, the Reinstein brothers are keeping pace with their customers: "The concept has evolved," says Larry. "When we first got started, our concept was [more appealing to] women and affluent customers. What we've seen over the past seven to eight years is everybody is eating healthier."