In a big step for the Freshii brand, the company will open its first Manhattan location Sept. 27, at 1407 Broadway at 39th Street. Celebrations will be underway in-store and in the surrounding area throughout the day to mark the store's historic opening. Freshii was founded by CEO Matthew Corrin while he was working in NYC as a public relations representative for designer Oscar de la Renta. The first store opened in Toronto in 2005.
“I recognized fashion forward, sophisticated New Yorkers lining up at mom and pop delis that, while having wonderful food, had branding that was lifeless and service, lackluster,” Corrin said. “I knew if I could create a brand that focused on unrivaled service, modern branding, and the fresh, amazing food found in these native delis, then Freshii would work. Now, 5 years later with close to over 400 stores either open or under development around the world, it’s exciting to return to Freshii’s source for our first NYC Freshii opening. I'm optimistic we’ll be welcomed with open arms.”
Freshii operates without dishwashers, hoods, ranges and ovens, and with efficient store sizes as modest as 150 square feet. The packaging (bowls, straws, cutlery, fountain cups, etc.) is made from eco-friendly vegetable starches such as corn or potatoes, and if a customer brings in a bowl, it is happily washed and filled with their selection of Freshii ingredients.
Corrin has an expectation of 52 open locations by 2011 and 300 by 2015.
