Delivery

Muscle Maker expands on its brands

Photo: iStock

January 29, 2021

Muscle Maker Inc. — the parent company of Muscle Maker Grill, Healthy Joe's and MMG Burger Bar — has added Burger Joe's to its non-traditional portfolio. The company also said in a news release that it plans to launch four additional brands this year to both its brick-and-mortar and ghost kitchen holdings.

Burger Joe's will offer a combination of "healthier for you" and "cheat day" burgers and is now available out of the Healthy Joe's and Muscle Maker Grill locations in New York City's Chelsea and Tribeca neighborhoods. The concept will soon roll out to the company's ghost kitchen locations in Chicago and Philadelphia.

The menu offerings for Burger Joe's are actually created with mostly the same ingredients already stored in-house. And since the concepts are designed to use the company's already-existing third-party delivery and pickup locations, expansion costs are kept to a minimum.

"Households will no longer be divided on where to order — we have something for everybody!" Muscle Maker Grill CEO Mike Roper said in the release. "We can launch these brands from our already existing brick-and-mortar and ghost kitchen locations quickly with little cost associated, making them a win for our non-traditional growth plans.

Based in Colonia, New Jersey, Muscle Maker Grill was founded in 1995.