Downsized Real Estate Exec To Franchise Freshii

What do you do when your industry is crumbling? Downsized real estate executive David Grossman, a former Director of Restaurant Leasing with General Growth Properties, has used the downturn in the economy and his subsequent layoff to secure the master franchise rights for hot concept Freshii and has struck gold. The fast casual Freshii is known for its modern, hip vibe and convenient, healthy and delicious meals and snacks.

HOT TOPIC Check out the Emerging Chains page for more profiles, expansion plans and brand-building tactics of new and growing restaurant chains.

In December of 2008, David was downsized from his job as a real estate executive with General Growth Properties, where he had worked for the past 12 and a half years leasing spaces to hundreds of different restaurants ranging from Mrs. Fields Cookies and Wetzel's Pretzels to McDonald's, Corner Bakery, Panera Bread, Olive Garden, Cheesecake Factory and many more. Prior to General Growth Properties, Grossman had worked with Subway Corporation for seven years opening more than 100 restaurants in the Chicago area.

The Chicago native and restaurant industry guru moved on from the downsizing to sign a master franchise agreement to open 80 Freshii locations throughout Chicago in January of 2009. Grossman has already opened his first location at Water Tower Place on Michigan Avenue and his second Freshii in an Equinox Fitness Club in Downtown Chicago.

"I didn't take the news of my downsizing lying down. I decided immediately to parlay my years of experience in real estate to the franchising industry. I already knew the Chicago market by heart and realized I could be taking advantage of unprecedented real estate opportunities. I've done hundreds of restaurant leases, and I know where the top locations for chains and retail are in the greater Chicago metro area, plus I know the players and how to negotiate the best possible leases in prime spots. My plan is to eventually fill these spots with sub-franchisees and enjoy long and lucrative business partnerships with them," said Grossman.

Grossman opened his first Freshii restaurant in June in Chicago's stunning Water Tower Place on N. Michigan Avenue. The unit is approximately 400 square feet. Grossman has also just opened a second location in the Loop inside Equinox Fitness. The Equinox Fitness unit is about 1,000 square feet and was a conversion. Freshii's corporate office is currently negotiating a national agreement with Equinox gyms.

"In a few years we will all look back at this market and either brag about all the great deals we found or else kick ourselves for sitting on the sidelines like the rest of the herd. Other major retailers have been downsizing, and that's been opening doors and creating opportunities for me," said Grossman.

Grossman has another lease signed for Block 37, a new development at 108 North State Street in the Loop community area of downtown Chicago that will offer an array restaurants and retail. He hopes to open four corporate stores in 2009 and five more in 2010. Grossman then plans to franchise locations to qualified individuals. "We haven't had our restaurants open even a month yet, and I'm blown away by the volumes we're doing from such small spaces. Even more impressive is how simple the restaurants were to build - there are no grease fat fryers, no open flame, no black iron, no exhaust, no hood. There are huge opportunities for real estate conversions with Freshii," added Grossman. "And, I'm 110% confident with our product. Freshii is all about fresh food, custom built to your tastes. The food is tasty and healthy and you have the option to splurge with additional flavors from time to time." The Freshii restaurant chain currently has 15 units open in Chicago and Toronto, several new restaurants currently under construction, and 90 units in varying stages of development in Illinois, Washington, DC, California, Philadelphia, PA, Colorado and Wyoming.

Said Freshii Founder and CEO Matthew Corrin, "We couldn't ask for a better master franchisee. David used to be part of the Subway master franchise and then he spent 12 years in commercial real estate so he clearly understands the best strategies for choosing high performing locations. The sub franchisees under David are going to get some of the best sites and some of the best deals any franchisee could ever dream of." Freshii opened its headquarters and first U.S. location in the heart of Chicago across from the Sears Tower. Freshii gained instant buzz from the media and its guests for offering a nutritious and delicious breakfast, lunch and mid-day snack on the go, without sacrificing taste, health needs or time. Freshii offers an array of quick, nutritious and tasty options including salads, burritos, wraps, rice bowls, yogurts and soups in a "build your own" format, served in a fast, fun, hip and environmentally sustainable atmosphere. Freshii provides healthy and convenient meals and snacks in a busy world, leaving no room for excuses. Freshii is actively looking for franchise partners who share the same goals and have a passion for promoting healthy living in a fast paced world.

Freshii's popularity skyrocketed since the first location opened in Toronto in 2005, winning Freshii the title of Best New Retail Concept in Canada during its first year of business. Two years later, Freshii was named the 22nd Fastest Growing Company in Canada. In 2008, U.S.-based QSR Magazine dubbed Freshii "One To Watch." In October of 2008, Freshii founder and CEO, Matthew Corrin, was interviewed by Sir Richard Branson at an interactive entrepreneur's summit about the risks and rewards associated with owning and operating a fast growing business. Freshii CEO Corrin was also recently featured in a May 2009 New York Times article on business travel.

About Freshii: Freshii's new store openings have been met by massive lines of people looking to satisfy their craving for a nutritious meal on the go. Freshii's menu offers build-your-own salads, burritos, wraps, rice bowls, yogurts and soups in a "build your own" format, personalized with ingredients from three categories: 24/7 - super low in fat, but high in fiber, essential vitamins, minerals, antioxidants and lean protein, balance - essential fats, slow-burning carbs, good oils and high protein and splurge - great flavors to be enjoyed in moderation. Visit Freshii's Web site to create a virtual salad, wrap, rice bowl or soup and instantly see the nutritional value of your ingredients. Since 2005, Freshii has achieved recognition as the perfect place for convenient, healthy and delicious meals and snacks served fast enough to fit into anyone's busy schedule. Freshii's hip, friendly and environmentally sustainable atmosphere has brought the concept fast popularity and triggered its nationwide expansion across North America.

Freshii News and Press Releases

This article has been read 2227 times.

Would you like to own a Freshii Franchise?

For more information about becoming a Freshii Franchise owner, including a franchise overview, start-up costs, fees, training and more, please visit our Freshii Franchise Information page.