Franchising

Celebrity chef opening fast casual dessert concept

Celebrity Chef Fabio Viviani has created Jars, a fast casual dessert concept.

February 16, 2022

Celebrity Chef Fabio Viviani has created Jars, a fast-casual dessert concept leveraging the latest technology and labor-saving cooking techniques to produce treats and coffee drinks without the need for a commercial kitchen.

"As a chef and restaurateur, I wanted to create a concept with delicious desserts that appeal to each individual's taste while simultaneously addressing the needs of franchisees and restaurant operators," Viviani said in a company press release. "The culmination is JARS, a perfect blend of my passion for serving amazing dishes with picture-perfect presentation and my commitment to building an efficient, low-labor business model. From the customer experience to the bottom line, we've meticulously packaged everything down to the finest detail."

With the first location slated to open in Chicago this year and plans to open restaurants in the top 60 media markets across the U.S., Jars will feature treats from all over the world served in reusable jars. To fuel growth, Viviani is partnering with Fransmart, the franchise development company behind the growth of The Halal Guys, Five Guys and Qdoba.

Viviani said he designed Jars as the next app-driven, interactive experience to embrace automation. The menu allows for in-store, takeout and off-premise ordering options to meet customers' needs through omnichannel sales opportunities.

Unlike current dessert franchise concepts, the concept requires minimal labor and staff training while providing high-profit margins at a low entry cost for qualified operators. There is no need for a full kitchen buildout or executive chefs, and the hoodless/ventless kitchen design provides exceptional ROI for conversion opportunities, Dan Rowe, CEO of Fransmart, said in the release.

"Fabio stands out among other celebrity chefs due to his proven success and understanding of the business side of the restaurant business. He knows what it takes to build a profitable, labor-efficient franchise that is able to produce a high volume in a small space," he said. "He's created a fresh, social media-driven concept that is approachable for first-time franchisees and appealing for experienced, multi-unit operators to easily build out a brand portfolio. JARS will undoubtedly stand out as the next unbeatable opportunity to bring an efficient, curated experience to today's fast-paced market."

Viviani Hospitality Group has a portfolio of 30 concepts with aggregate sales in excess of $110 million. With another five to eight concept locations scheduled to open in the next 12 months, the hospitality group is expecting sales to top $140 million, according to the release.