Staffing

Greg Vojnovic leading franchise expansion at The Melt

Photo: The Melt

February 23, 2026

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The Melt, a California-based chain known for its "MeltBurger," has hired industry veteran Greg Vojnovic as head of franchising to lead its expansion beyond the West Coast.

The move marks a strategic shift for the company, which has previously operated solely through company-owned locations in California and Arizona. Vojnovic, a third-generation restaurateur, joins the team after a months-long consulting engagement to evaluate the brand's readiness for a franchise model.

"There was no assumption that franchising was the next step," Ralph Bower, CEO of The Melt, said in a company press release. "After going through the business, the operations, the culture and the economics, we concluded that offering a franchising opportunity... would be an attractive and responsible next move."

Vojnovic brings more than 30 years of development experience to the role. He previously held senior leadership positions at Popeyes Louisiana Kitchen, where he oversaw the addition of more than 1,000 restaurants, and served as chief development officer at Arby's. He was also an early employee at Inspire Brands following its acquisition of Buffalo Wild Wings.

The Melt's leadership highlighted the brand's high-volume performance as a key selling point for potential franchisees. According to the company, corporate locations open for more than a year average $3.4 million in annual sales, with the top third of those units exceeding $5 million.

Vojnovic attributed these figures to a streamlined kitchen design that avoids over-engineering.

"Execution is straightforward," Vojnovic said in the release. "Two clamshell grills, two fryers, two impingers, a shake machine and smart prep. It's a durable kitchen designed to support high volume."

Founded in San Francisco in 2011, The Melt specializes in comfort food made with all-natural ingredients. Its signature MeltBurger features a blend of Angus and Wagyu beef.

Bower, a former president of Popeyes and CEO of Pei Wei, said the company will take a "disciplined, operator-first approach" to growth rather than rapidly selling off territories. Vojnovic will now oversee franchisee recruitment and market strategy as the brand prepares to enter new states.