STRATEGIC PARTNERS
July 18, 2014
Habit Restaurants LLC recently announced it has signed its first two franchise agreements for multi-unit expansion in the Las Vegas and Seattle markets.
12 Ventures LLC, helmed by president and CEO Andrew Jeter, plans to bring the Habit to greater Las Vegas with a 15-restaurant expansion.
“The Habit offers a quality guest experience that encompasses menu variety, ambience and service levels not seen in other fast casual dining operations,” said Jeter in a company press release. “I was first introduced to the Santa Barbara Habit locations as a customer in 2002 and have been a fan of the brand ever since. I've closely followed the company's strategic growth pattern over the past few years and have been consistently impressed with my visits to the Southern California Habit locations. Customers in Las Vegas will soon learn why eating at The Habit Burger Grill is a habit worth repeating.”
PBUH Holdings LLC will expand the Habit with 25 restaurants in the Seattle area, with operations guided by Tauseef Razaque and Abdullah Jafrey, operators of 55 other restaurants in multiple concepts.
The Habit’s entry into franchising is led by VP of Franchising, John Phillips, an industry specialist with decades of experience with Burger King, El Pollo Loco and Sizzler.
“We are thrilled to have signed seasoned restaurant operators such as 12 Ventures LLC in Las Vegas and Seattle-based PBUP Holdings LLC to expand the Habit in untapped markets,” Phillips said in the release. “We are opening a company-owned restaurant this summer in Fair Lawn, New Jersey, with Gary Keurajian, our newest market partner. That will pave the way for additional corporate as well as franchise expansion throughout the mid-Atlantic area. The East Coast is a perfect match for the Habit with population density, income levels and appreciation for quality fast casual dining at value prices.”
The Habit has also been growing its base of company-owned and operated restaurants. Executives anticipate reaching a landmark with the opening of the 100th Habit Burger Grill by fall.
The Habit has added 26 new company-owned restaurants in 2014, including its first East Coast location in Fair Lawn, N.J., scheduled to open this summer. Company officials indicate they will pursue other franchising opportunities in the population-dense regions of the Eastern seaboard.
The Habit has partnered on nontraditional sites, opening last November at the new Graton Resort & Casino, Rohnert Park in Sonoma County, Calif., in association with the Federated Indians of Graton Rancheria. The Habit has also opened at the Ronald Tutor Campus Center at University of Southern California (USC) in January and at the Aztec Student Union at San Diego State University in March.
