Franchising

See & Be Kitchen launches competition to find 1st franchisee

Photo: See & Be Kitchen

December 16, 2025

A Catskills-based artisan bakery is taking an unconventional approach to its expansion, launching an eight-week competition to select its first franchise owner.

See & Be Kitchen announced the "First Rise Challenge" on Friday. The competition, scheduled to begin Jan. 1, 2026, invites aspiring bakery owners and investors to compete for the role of the brand's "founding franchisee."

The winner will receive an incentive package valued at up to $100,000, which includes a 50% reduction in the initial franchise fee, one year of waived royalties, and a complimentary initial packaging order.

The company, known for its long-fermented sourdough and wholesale production, is using the competition to vet candidates for cultural fit and operational competence as it expands across the Northeast.

"We're not just searching for a business owner. We're searching for a partner who believes in people, craft, and community as fiercely as we do," Chrissy Traore, founder of See & Be Kitchen, said in a company press release. "This first franchise will help shape the heart of our brand's future."

The challenge is structured as an "apprenticeship to ownership." Over the course of eight weeks, candidates will undergo a series of assessments:

• Weeks 1-3: Applicants submit videos detailing their background and participate in sessions focused on character and leadership style.
• Weeks 4-5: Candidates are tested on operational systems, problem-solving, and baking theory.
• Week 6: Participants must organize a local community activation event.
• Week 7: The focus shifts to financial readiness, covering budgeting and cash flow.

The competition concludes in week eight with "The Final Bake-Off," where finalists will present a 90-day launch plan. The judging panel includes Richard Snow, a board member of the International Franchise Association; Karen Bornath, executive director of the Bread Bakers Guild of America; Mariyam Shamshidova, chief growth officer of WeFranch; and founders Ben and Chrissy Traore.

See & Be Kitchen is prioritizing 18 territories for this initial expansion wave. Target regions include the Capital Region and Albany, Oneonta, New Paltz and the Berkshire Mountains.

Applications are open.