Article
Franchising focus: Little Greek Fresh Grill growing as Americans embrace new flavors
The Tampa-based chain is on a mission to make Greek food more accessible.
April 18, 2016 by Cherryh Cansler — Editor, FastCasual.com
Unlike many fast casual brands, Little Greek Fresh Grill doesn't specialize in cuisine that Americans grew up eating regularly. In fact, when the Tampa-based chain partnered with the University of South Florida in 2014, to research American's attitudes toward Greek food, it found only 12 percent were familiar with it. But that hasn't stopped Nick Vojnovic from growing his franchise.
"As the various chains continue to grow, and the popularity of Mediterranean food grows, we will continue to see our comp sales grow," said Vojnovic, the chain's president, who last year saw a 11.5 percent increase in comps across his 26 units.
To cut down on the intimidation factor of the unknown, Vojnovic and his team americanized most of the Greek names on the menu. They serve "skewers" instead of "souvlaki," for example and heavily push one of its most recognizable dishes — the Greek salad with grilled chicken.
"Everyone likes that," Vojnovic said.
Greekingout with social media
Instead of charging franchisees a marketing fee, Vojnovic teaches them to keep marketing on a local level. For example, each store hosted a "Little Greek Week" promo, where toga wearing customers received free mini Greek salads with chicken.
"That was quite successful," he said. "I have concerns about the reach of traditional advertising. My kids watch very little TV and think newspapers are for packing. I do feel smaller chains must utilize social media to try to increase brand awareness."
That being said, Vojnovic isn't afraid to make bold moves. For example, he recently pitched Universal Pictures on a cross-promotion of its movie, "My Big Fast Greek Wedding 2." The studio agreed, and franchisees held in-store contests, eventually awarding four customers with passes to a special screening of the movie and a gift package.
Catering is also a huge part of the brand's success.
"What a great way to get folks to try our product,” Vojnovic said.
It's not Greek to me
Vojnovic's mission of educating Americans about Greek food has led to the chain's growth; it's aiming for continued 20 to 30 percent growth in the next few years and recently signed a 20-unit agreement to develop locations in the Atlanta market.
"One of my mistakes as president at Beef O Bradys was growing too fast," said Vojnovic, about his former brand that rolled out 50 stores a year. Committed to learning from that mistake, Vojnovic is taking things slower this time around and is also searching for the perfect franchises.
"We have five key values that I look for in franchisees," he said. ”Passion, integrity, operational excellence, constant improvement and giving back. These are our corporate values as well."
Franchisees Rob Wolfenden and Cliff Longshore, who operate the Kennesaw location and will build the brand in Atlanta, have those values and hope to help grow the brand.
"We want to build the Little Greek Fresh Grill brand in the area," said Wolfenden. "It is a brand based on integrity, quality and a family friendly atmosphere."
Vojnovic, of course, agrees.
"We think Little Greek Fresh Grill is a perfect fit for this market. The Greek/mediterranean segment is exploding, Americans are discovering this healthy, delicious cuisine."
Photo credit: Universal Pictures
About Cherryh Cansler
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