Franchising

Mici Handcrafted Italian entering franchise game

Provided

October 19, 2021

Mici Handcrafted Italian, a Denver-based fast casual concept, has begun its journey into franchising, inking a 30-unit deal in Phoenix, Arizona.

Founded in 2004 by siblings Jeff, Kim and Michael Miceli, the brand has positioned itself for growth since bringing on CEO Elliot Schiffer in 2017, according to a company press release. To lead Mici's expansion and growth trajectory, the team has tapped Matt Stanton as a partner and chief growth officer.

"It has always been a dream of mine to grow a high-potential brand from its early stages," said Stanton in a company press release. Stanton is leaving his CDO role at WellBiz Brands, which manages Fitness Together, Amazing Lash Studio, Elements Massage and Drybar. "The team at Mici has done a fantastic job building a solid foundation of attractive top and bottom-line unit economics, simple and smooth operations, and unmatched customer loyalty. I've seen numerous franchise brands throughout my career, and very few offer the value proposition that Mici provides to both customers and franchisees."

Stanton's involvement with Mici started in 2017 when he joined as an early investor during its first capital raise.

"I've been an avid customer of Mici and have tracked their progress over the years," he said in the release. "As an early investor, I had a chance to get to know the Miceli family and have worked with Elliot closely in the past. While this team is highly talented, what really sets us apart are our shared values about doing good for our customers, employees, and franchisees. I'm certain that this combination of business competence and family values will make the brand a success as we grow nationwide."

The newest of such growth plans include Mici's first official franchise deal — a 30-unit agreement in Phoenix, Arizona. The deal's principals are Lucas Farnham and David Doty. Farnham, a longtime operator of Black Bear Diner and Smashburger franchises, will move to the Scottsdale suburb of Phoenix with his family and will spearhead the Phoenix developments.

"I've been watching the Mici brand evolve over the years," Farnham said in the release. "And the combination of the food quality — you have to try the pizza to understand —and unit-level economics made me want to partner with David Doty and bring the brand to the Phoenix market."

Doty, also a former Black Bear Diner and Smashburger franchisee, has been on Mici's board of directors since Schiffer joined as CEO in 2017.

"My association and involvement in the brand since partnering with Elliot and the Miceli family in 2017 fueled my desire to get back into the operations side of the business," Doty said in the release. "With my experience in the Phoenix market and longtime connection with Lucas, it just seemed like a no-brainer. I know Lucas brings the energy and leadership needed to successfully bring the brand to Phoenix."

Mici's menu features pastas, handcrafted pizzas, salads and gelato available for dine-in, carryout, catering and delivery

Earlier this year, Mici opened its sixth location in Colorado Springs, Colorado, marking its first foray outside of the Denver area. The team is building out its first delivery-and-takeout only location in Colorado Springs, a model which it hopes to bring to Denver and Phoenix, according to the release.