Franchising

Zoup! rebrands to Z!EATS

Photo: Z!EATS

February 22, 2024

Zoup!, a Michigan-based brand with nearly 70 units, is transforming to Z!EATS, introducing a menu that is not solely focused on soup along with a restaurant design catering to health-conscious customers, said Chief Development Officer Brian Farris.

The first location with the rebranding will open in spring in Atlanta and all locations will be revamped by year's end.

"With the broad appeal of Z!EATS, we have the potential to expand to 500 restaurants nationwide over the next five years," Farris said in a company press release.

Recognizing that Gen Z diners seek not only nutritious culinary options but also a comprehensive dining experience, the rebrand signifies a shift that began with the name change. Z!EATS broadens the brand's focus from solely soup to an extensive array of menu choices specifically curated for the Gen Z demographic. The evolution is the result of extensive research indicating that contemporary consumers desire a variety of better-for-you options that deliver exceptional flavors and variety, said Ted Asbury, CMO of WOWorks, the chain's parent company.

"For over 25 years, Zoup! has reigned as an industry leader in creative soups, and the Z!EATS menu represents an extension of our soup heritage to a diverse range of options tailored to the next generation of fast-casual food enthusiasts," he said in the release.

The menu showcases sandwiches, salads, flatbreads and mac and cheese, complemented by soup flights named "Shooters."

"We understand that high-quality food lies at the heart of nourishing the soul," Asbury said. "This new direction allows us to uphold our core values while adapting to the evolving landscape of the restaurant industry. Through our fresh menu and vibrant aesthetic, our goal is to evoke joy and inspiration for our guests throughout their dining experience, fostering an environment where they feel genuinely welcomed and at home."

In addition to an enhanced dine-in environment, the updated kitchen design facilitates carry-out, delivery and catering services.