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With a renewed emphasis on becoming famous in the communities it serves, the original Famous Toastery location in Davidson, North Carolina, has reopened with a facelift.
"Coming out of the pandemic, we were really looking for a new identity," Brian Burchill, co-founder and chief culture officer, said in a company press release. "The Davidson store specifically is nearly 15 years old, and the building itself is over 100 years old, so we thought it'd be a great place to start. It is also one of our busiest locations, so we wanted to really double down on that 'be famous' model."
Famous Toastery, a 26-unit fast casual serving breakfast, brunch and lunch, is emphasizing a mantra of "be famous," encouraging franchisees to quickly become locally famous as pillars of their communities.
"We wanted to update the colors, look and feel of the restaurant, but also wanted to stay true to the atmosphere that has allowed us to become so important to the community over the years," Lorna Martinez, director of marketing, said in the release. "For example, we added new colors, but also exposed a beautiful brick wall that showcases the history of the building and the community at large."
The team also wanted to revamp the menu, while sticking to the classics, so the brand now offers a Protein Power Bowl for those looking for a healthier option along with the chain's staple of Shrimp and Grits. The location is also partnering with local vendor Abby's Better Nut Butter for a nut butter toast option.
"We want to show the community that we are listening to their needs and we love hearing their feedback," Martinez said. "These new menu items are a product of the feedback that we've heard and options that may have been missing before. We really want to tailor our menu to our guests."
The updates are about spearheading the message of "be famous" across every aspect of the Famous Toastery experience.
"It is not just about making the brand famous, it is about making everyone in the restaurant feel famous as well, including the staff, the customers and the franchisees," Martinez said. "We want to pay homage to the Davidson community and show people that we are always there for them."
The cost to open a Famous Toastery franchise ranges from $605,500 to $1,029,500 including a franchise fee starting at $45,000.