The basics:

• Checkers & Rally’s plans to expand to at least 24 NJ locations over three years
• Teriyaki Madness sees potential for over 30 locations statewide
• NJ ranks among bottom three states for chain restaurant density despite high median household income
• Both brands are adapting to post-COVID dining trends with focus on delivery, drive-thru and compact restaurant formats

Thanks to New Jersey’s dense, diverse and affluent consumer base, more and more restaurant franchises are making strategic moves to expand their presence here. And, much to the delight of local foodies, many brands that have built loyal followings elsewhere in the U.S. have made their in-state debut over the past few years.

Just a few of those eateries include Raising Cane’s, Freddy’s Frozen Custard & Steakburgers, 7 Brew Coffee, Dave’s Hot Chicken, Duck Donuts and Garbanzo Mediterranean Fresh. And, several other franchises, like Perkins Griddle & Go and Hot Head Burritos, have unveiled development plans for the region, too.

However, believe it or not, New Jersey is considered underserved in fast food, fast casual and quick service markets due to a combination of demographic, regulatory and economic factors. It continues to rank among the bottom three states in the U.S. for chain restaurant density, with only about 2.0 locations per 10,000 residents.

Strict zoning laws, expensive liquor licenses and community resistance to chain establishments have made expansion difficult. New entrants have also been deterred by high costs related to real estate, labor and taxes.

Despite those challenges, New Jersey remains a big target for franchises. Along with one of the highest median household incomes in the U.S. ($99,781), the state is filled with busy suburbanites who are hungry for fast, reliable meals.

Other desirable factors include the state’s high daily traffic volume and busy commuter corridors. New Jersey’s proximity to major cities like New York and Philadelphia also offers greater brand visibility and regional influence.

Tapping into trends

Checkers & Rally’s, a fast-food chain popular for flavored burgers and seasoned fries, and Teriyaki Madness, an up-and-coming made-to-order teriyaki bowl fast casual, are among the franchises that believe the Garden State is ripe for growth.

As each charts their expansion strategies, they are trying to tap into very different consumer trends and tastes. Checkers & Rally’s is leaning into budget-driven combo meals and snackable shareable treats, while Teriyaki Madness is banking on freshness, customization and growing interest in Asian fast-casual cuisine.

Over the next three years, Checkers & Rally’s plans to increase its local footprint from 11 to at least two dozen stores. The eventual goal is to have between 40 to 45 units across the state, according to Robert Bhagwandat, senior director of franchise development at the company.

“We are an indulgent brand … if you’re looking for a treat, you’re looking for satisfaction, you’re looking for something that tastes great, this is what consumers gravitate toward,” Bhagwandat said.

Meanwhile, Teriyaki Madness sees room for over 30 locations in New Jersey. The brand has launched five shops here since 2019 and expects to unveil another five to 10 locations within the next five years, according to Teriyaki Madness Chief Marketing Officer Jodi Boyce.

“People are looking for something that’s going to fill them up and be fulfilling and satisfying, but isn’t going to be like a gut bomb. Our food is something you can eat every day and still feel good,” she said, adding, “It’s delicious food that happens to be healthy- hearty, fulfilling and filling, but not a salad.”

A bigger burger chain

Formed from a 1999 merger that brought together the Checkers and Rally’s brands 15 years after each were founded, the Tampa-based company now operates about 750 locations nationwide.

Despite having the same menus, branding and ownership, the two chose to retain their names to preserve customer loyalty and recognition. Checkers – which got its start in Alabama – can primarily be found in the Southeast and along the East Coast. As for Kentucky-born Rally’s, you’re more likely to see them in the Midwest and parts of the West Coast.

Since making its local debut three decades ago, Checkers now has 12 restaurants statewide – including two that opened within the past year: Hamilton Township and Camden. Next up is Cherry Hill, Deptford, Gloucester City and Union, according to Bhagwandat. It is also working to identify an ideal location in Morris County that offers high foot traffic and family-friendly neighborhoods.

Each restaurant, on average, creates about 25 jobs that range from crew member to management, which, he said, marks a “significant contribution back to the state.” Bhagwandat went on to note that, depending on the franchise operator, employees can earn monthly bonuses, receive health insurance and enjoy paid time off.

“When we’re looking at the maps and we’re looking at where the people are, obviously we’ve got to make sure that we’re serving the people that want the product that we have. And so, we really try to zero in on those particular areas … to say, ‘these are the best places for us to plant our flags.’ And then from there we start to see, ‘OK, what is the community response? How far can we stretch out beyond that?’” he explained.

‘Not slowing down’

“We’re not slowing down. There’s tons of opportunities for us to continue to grow our footprint in the New Jersey market. We’re just excited where we are right now to get things started, because the more restaurants that we have as far as the presence, the more interest we will create from consumers. So, there’ll be more demand for our locations to continue to open. It’ll just basically replicate itself and compound on top of one another – having more locations, more jobs created for people, more access points for consumers,” Bhagwandat said.

“This part of the country is something that’s a big focal point for us because it offers us a very good path for growth,” he explained. “And for our franchisees, albeit they work together with each other, there’s a little bit of competition amongst themselves because they know they’ve got to grab the territories before their counterpart does.”

Bhagwandat went on to say New Jersey is one of the markets that company CEO Chris Tebben “is very much invested in” during the current coast-to-coast expansion push.

There’s tons of opportunities for us to continue to grow our footprint in the New Jersey market.
– Robert Bhagwandat, senior director of franchise development, Checkers & Rally’s

An industry veteran, Tebben was brought on board in September 2024 to help guide Checkers & Rally’s toward its next growth phase. With more than 25 years of experience at companies like Starbucks, Mars and P.F. Chang’s, Tebben was tapped for his knowledge on scaling brands, leading marketing strategy and operations, and expanding franchises.

Under his leadership, the company rolled out a next-gen prototype in April that includes a more compact site. The update reduces land use and cost while offering flexibility for future dining room additions.

Alterative formats are another priority, too, Bhagwandat said.

“We have been really heavily looking into airport facilities, train stations, college campuses …. We’re in those stages now of planning, and a big part of the plan is finding the right franchise people that can come along with us that know how to navigate those waters … If we’re going to do it, we want to make sure we do it the right way. We don’t want to have a bad introduction into something like that. Especially when you’re talking about things like going up and down the New Jersey Turnpike.”

Checkers & Rally’s also just unveiled a revamped brand platform with a modernized logo and slogan – “This Eats Different.”  The campaign’s launch included a new $4 meal deal that features a choice of cheese double or spicy chicken sandwich, value-sized fries, 12-ounce drink and fried cinnamon apple pie.

Post-pandemic shift

New Jersey has long been a key market for Checkers & Rally’s. When the company announced a goal in 2018 to have 1,200 restaurants open nationwide within two years, it expected to boost the state’s unit count from 13 to at least 60.

Bhagwandat said “We did have a ramp up that was developing pre-COVID. Then, of course, when COVID hit, everything just went away. No one knew what the world would look like tomorrow. So, a lot of people pulled out of those [franchise] opportunities. And even post-COVID, you still didn’t really understand what the world looked like. So, everything had shifted. And especially with the innovation of delivery coming into the fast-food world, that really changed the strategy on real estate.

“It wasn’t necessarily just about how many cars were now coming in front of a restaurant, but it was how close were households to that restaurant? And could that restaurant take advantage of those delivery services?” he said. “Whether you’re Checkers and Rally’s or some other drive-through concept, the entire real estate strategy and expansion strategy has changed since COVID because you have to be able to serve consumers where they would like to be served and the way they would like to be served.”

“And if you make it inconvenient for them to be able to access your product, then they’re going to find somewhere else,” he said. “So ,that’s one of the things that we took our time really strategizing around over the last couple of years.”

Not afraid to experiment

While Checkers and Rally’s tries to “really stick true to our roots” because “that’s the recipe for success for our franchisees and for our corporate stores,” Bhagwandat said it is “always experimenting with limited time offers.”

For example, the chain recently added fried strawberry cheesecake bites and tapped into the energy drink trend with caffeine-infused slushies as a sweet, summertime treat. It also regularly does seasonal menu drops and $1.99 offerings.

Crispy on the outside, creamy on the inside… Fried Strawberry Cheesecake Bites are a whole mood. 🍓 🍓 🍓 pic.twitter.com/J4UjyzShgu

— Checkers and Rally’s (@CheckersRallys) May 15, 2025

“We’re always innovating, trying different things. We don’t really add a lot of things to the permanent menu because we like to have those limited time offers to get consumers excited about something … When the LTO runs out, we have a new LTO that comes in place. But, if it was successful, we’d bring it back around another time to help really bring that experience back to the consumer,” Bhagwandat said.

Can AI take your order?

Technology upgrades also remain a priority for Checkers and Rally’s. In 2022, it became one of the first major fast-food chains to deploy AI-powered voice ordering in drive-through lanes as a way to ensure order accuracy and support staff inside of the restaurant. By mid-2023, it expanded further to offer automatic language detection for bilingual ordering.

Checkers and Rally’s is one of the earliest chains to build a brand entirely around the drive-thru format. Locations are designed primarily for to-go service with double-drive through lanes, walk-up windows and outdoor patio seating.

View this post on Instagram

A post shared by checkersrallys (@checkersrallys)

Given the strong focus on takeout and delivery, Checkers and Rally’s doesn’t need as much space as other fast-food chains. That’s an advantage in a densely packed state like New Jersey, where “it is always a challenge to find a piece of real estate that’s available to you,” Bhagwandat said.

“The property that we typically like to go after, it’s about just under half of an acre … some of the competition that we go head-to-head with out there, they typically need an entire acre of land to facilitate their restaurants. Their buildings are typically anywhere between 2,000 to 3,500 square feet. Our building is 1,000 square feet. So, we’re able to fit on smaller properties that most people won’t be able to get access to,” he said.

According to the company, it costs between $683,372 to $1.48 million, excluding real estate and related costs, to open a franchised site. On average, each restaurant’s average annual unit volume is $1.10 million.

Bhagwandat went on to say the majority of franchisees in New Jersey are already multi-unit owners or have one location and will soon add another.

“Many are also multi-brand owners. One of my franchisees that’s in New Jersey has us, but he also has Popeye’s, Dunkin Donuts, Taco Bell and Pizza Hut. Another one of my franchisees has us, Dave’s Hot Chicken, Qdoba and two other brands under his umbrella,” he said. “That’s the winning recipe that we found in this market – really having that multi-brand person who, if they’re able to take down a larger parcel, they’re able to develop two or three units on that parcel, and then it makes a lot more economic sense for them when they’re looking at developing a piece of property for a restaurant business.”

Are you TMAD?

Unlike saturated restaurant markets, New Jersey presents a unique combination of high-density communities, growing suburbs, and consumer demand for healthier, convenient dining options, Boyce said. She also pointed out that Teriyaki Madness has not closed any locations in the state and anticipates strong performance at its existing shops — a clear indicator of untapped potential.

“Thirty may sound like a lot coming from only five today,” she said. But, compared to a chain like Chipotle – which has over 100 locations and counting across New Jersey – it’s “still far below those other brands,” she said, adding, “I think there’s a big runway ahead of us.”

At TMAD, Boyce said they evaluate numerous factors when it comes to planning a market.

“We look at drive time, proximity to the shop and what type of location it is; if it’s more residential or is it more business. We also work with outside companies, like Sitewise, who can help us map out a population based on our targets and where we can put locations,” she said.  “We also look at where are the Chipotles and the Cavas, because we have a very similar type of customer. And so, if we can go in areas where they are successful, usually we’re very successful as well.”

“We don’t have a national competitor in our Asian segment. We’re pretty much the number one right now. And so, brands like Cava, Chipotle and other places that have a little bit healthier, higher quality ingredients and put their ingredients in bowls essentially is our competition,” she continued.

Boyce said about 70% of current growth comes from existing franchisees who own multiple TMAD locations or who operate other fast-casual brands and want to expand their portfolios.

According to Teriyaki Madness, the initial outlay runs about $346,400 to $768,760 to open a location. Average unit volume is $1.16 million.

Vegas-born

Founded 22 years ago in Las Vegas by entrepreneurs inspired by Seattle’s teriyaki scene, Teriyaki Madness specializes in customizable bowls with grilled meats, rice, noodles, vegetables and bold signature sauces.

TMAD bills itself as “real food, made-to-order” with fresh, high-quality ingredients that “makes you feel like a million bucks and satisfies your craving.” Some of its most popular items include spicy chicken, chicken teriyaki, steak teriyaki, yakisoba noodles and orange chicken.

After launching franchising in 2005, Michael Haith acquired the brand in 2016. Haith invested in technology, hired experienced executives and developed scalable systems for franchise success.

As of 2025, TMAD has over 160 locations open across the U.S. It is also expanding internationally with locations in Canada and Mexico. Within the next few years, the Denver-headquartered brand aims to hit 500 units altogether.

Since it emphasizes freshness and speed, TMAD locations are compact (usually between 1,200 square feet and 1,800 square feet) and focused on takeout, delivery and app-based ordering.

Boyce said, “We were very ahead of the curve and that helped us during COVID. When I started in 2016, we didn’t have loyalty, we didn’t have an app, we didn’t have gift cards, we didn’t have online ordering. And so, we put all that into place. We integrated directly with the third-party delivery companies back in 2017. And then when COVID hit, we already had all the technology in place. All these other restaurant brands were struggling and scrambling to get integrated with the delivery companies, and we already had it.”

Making a Mad Dash

In 2024, TMAD introduced Mad Dash, a curbside pickup system that the company said rivals traditional drive-through speed. When customers place an order in the app, the Mad Dash system uses GPS tracking to alert staff as they approach to ensure food is fresh and hot when it is brought to the curb.

“We haven’t changed much over the years because that model just worked so well. And then when consumers really started gravitating toward the Chipotle model of simple menu where you can pick exactly what you want, we really started to take off,” she said.

According to Boyce, during two rounds of market research in 2019 and 2025, respondents said their favorite aspects of TMAD are the large, customizable portions.

“The No. 1 thing that came up over and over and over again was the flavor. They said it’s craveable and it’s different,” she said. Boyce noted that the best-sellers are the chicken teriyaki and spicy chicken.

“Another great testament to the brand – we’ve been working with a ton of major leagues in the NFL, NHL and MLB, and a bunch of college teams. We work with their team nutritionists … feeding a lot of these athletes … on the road,” Boyce said. She added that since the TMAD’s Newark shop is less than a half mile away from Prudential Center, the chain has served several professional teams that have played at the arena.

“We’ve grown so quickly, but in a really smart way,” Boyce said. “So it’s just been really satisfying seeing not only our growth, but the franchisees be successful because if they’re successful, we’re successful. And we’re very collaborative group, which is pretty different from some of the other brands I’ve worked at in my career. So, it’s refreshing and it is satisfying.

“I’ve always been in marketing. My very first job out of college was driving the Oscar Meyer Wienermobile around the country. And that kind of launched my career into restaurants and the food industry,” said Boyce. Her resume also includes positions at Quiznos, Einstein Bros Bagels and Smashburger.

“We’re everything consumers say they want in a fast casual brand – it’s fun, edgy and irreverent,” Boyce said.