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GetFried rebrands to myfrii

Provided

February 6, 2020

GetFried, a QSR specializing in fries founded in 2015 in New York, has changed its name to myfrii and rebranded as a fast casual chain, according to ZorAbility, an advisory and investment-strategy firm that acquired the brand last year.

"We've spent a significant amount of time, thought and resources in restructuring the myfrii brand to ensure the franchise can achieve responsible, sustainable success and avoid common pitfalls emerging concepts often fall victim to," ZorAbility CEO Sam Ballas said in a company press release. "The changes we made were crucial toward those goals, and the result is a meticulous, data-driven approach franchisees — both current and prospective — can tangibly see and have confidence in."

The chain has six locations with two in the Middle — Egypt and Oman. Corporately, the chain is negotiating leases in Charlotte and Winston-Salem, Mark Lyso, myfrii President, told FastCasual.

Part of the brand's transformation involved retooling the franchise's footprint to optimize space and create multiple concept models. Once confined to just a kiosk-based model, myfrii's redesign produced three store prototypes ranging from 1,040-1,680 square feet in size (with exception of non-traditional locations). Additionally, the versatility of its store prototypes allows for myfrii to populate high-density markets, brick-and-mortar storefronts and non-traditional restaurant spaces — like airports, hotels and universities.

While the ordering experience guests gravitated toward will remain the same — choosing a base fry and customizing with a bevy of protein, veggie and sauce options — myfrii is adding a "More Eats" menu with boneless wings and a handful of award-winning sauces from East Coast Wings + Grill. The ECW+G offerings are made possible through a non-exclusive licensing agreement. The franchise will also work with chef Sammy G to introduce signature items. In an effort to go green, myfrii will be getting rid of plastic baskets and paper liners in favor of sustainable small trays, Ballas said.

"Next steps are validating our research as we begin to open our first few corporate locations in 2020," he said. "We'll adjust as needed and award a dozen franchise agreements with experienced franchise buyers once ready. Our first locations will be in North Carolina, and we'll use our strategic site-selection process to test the different-sized prototypes and new brand philosophies."