Atlanta-based eatery looking to bait new franchisees in Port City
August 16, 2012By J. Elias O'Neal
A new restaurant could soon find its way into Wilmington’s marketplace.
Fresh To Order -- an Atlanta-based restaurant that combines casual fine dining with the price point of a fast-casual restaurant – in planning to open at least 25 new restaurants in North Carolina over the next four years, including the Port City.
The restaurant, founded in 2006 by Atlanta restaurateur Pierre Panos, specializes in entrées such as panini sandwiches, soups and salads that are freshly prepared with quality ingredients.
Jocelyn Blain, Fresh To Order chief development officer, said to aid in the company’s expansion, the company is actively seeking franchisees in Wilmington and statewide to introduce the firm’s “fast-fine” concept to the Tarheel state.
Blain said as part of the search, Fresh To Order officials will host two menu-tasting dinners Sept. 18 at the City Club in Charlotte, and Sept. 19 at the Cardinal Club in Raleigh.
“When people taste our food, it is a totally different experience,” Blain said. “Instead of people flying into Atlanta, we wanted to find potential franchisees by going to them, and giving them the opportunity to try our food. It’s food quality you would find in a fine dining restaurant, but at a price point of fast casual; our food is served under 10 minutes and costs around $10.”
Blain said officials are targeting North Carolina because of its business climate, and its growing educated workforce that is one of the most health-conscious in the country.
“We feel it’s a great place to expand our brand,” she said.
Since its launch six years ago, the brand has opened five locations throughout metro Atlanta, and one in Chattanooga, Tenn. The firm is currently in the process of opening two more restaurants in Atlanta, including a branch in Terminal B of Hartsfield-Jackson Atlanta International Airport.
“We spent a good two years using company stores to perfect the brand and perfect the service model,” Blain said. “Now we feel is the time to capitalize on that, and expand [the brand] throughout North Carolina, and we hope Wilmington.”
To learn more about Fresh To Order click here.