The basics:

• Craveworthy to franchise Gregorys Coffee for nationwide growth
• Expansion to launch by Q4
• Brand founded in 2006 by Holmdel native Gregory Zamfotis
• Investors include Branded Hospitality, Kitchen Fund, Harborfield

Fast-growing restaurant holding company Craveworthy Brands has added New York City-born specialty chain Gregorys Coffee to its portfolio.

As an investor and managing partner for the brand, Craveworthy said it aims to expand the concept nationwide via franchising, according to an Aug. 8 press release. Financial terms were not disclosed.

Holmdel native Gregory Zamfotis founded Gregorys in 2006. The outlet is known for its coffees, teas, scratch-made pastries and unique seasonal items, such as iced mint brew for the holidays and Snickers lattes for Halloween. The brand is also all in on healthier options, like clean energy drinks and vegan breakfast sandwiches.

Gregorys is guided by a credo of “challenging the status quo by seeing coffee differently.” In pursuit of that, the brand has sought to position itself as a leader in the ever-competitive coffee space by committing to quality and innovation without compromising on service or price. Over the past two decades, it has expanded to about 50 locations, mainly in the New York market.

Within New Jersey, its stores include Paramus, Old Bridge, Jersey City, Hoboken, Lawrenceville and Summit.

Moving forward, Zamfotis will remain with the company as president. Craveworthy said he will “continue to guide it with the passion, quality-first mindset and sense of family that has defined it since day one.” In a statement, Zamfotis said, “We built this family-oriented coffee brand for people who hustle hard and expect quality, without compromise. Our ‘Gregulars,’ our baristas, our roasters, our bakers, everyone is part of this story.

“As we embark on this new chapter of national growth, we’ll continue putting love and care into every roast, every pastry and every interaction we have in our local communities.”

‘Good coffee, good food, good people’

Investment platform Branded Hospitality, growth equity investor Kitchen Fund and private investment firm Harborfield Management Co. also invested in Gregorys as part of the funding round, according to the release.

The plan is to start franchising by the fourth quarter of this year, Craveworthy said.

Craveworthy Chief Business Officer Josh Halpern commented, “I’ve been a proud Gregorys customer since 2009, so this one’s personal. Getting to pour my energy into something that’s been part of my daily life for so long is incredibly fulfilling. The beverage category is on fire right now. Consumers are looking for brands that show up with taste, authenticity and convenience, and Gregorys Coffee checks every single box. I should know. I’m proof.”

Gregg Majewski, CEO and founder of Craveworthy, shared, “The human element is at the core of everything we do at Craveworthy, and Gregorys is a brand with a true heartbeat. Gregory has built something special: a cult following, a craft product and a clear identity. Our role is to protect that, while layering in the operational firepower to grow thoughtfully.”

Majewski is also a former CEO of sandwich chain Jimmy John’s. He added, “There are so many Gregs involved in this partnership, it really feels destined we’d end up partnering with a brand called Gregorys. Beyond that, coffee is culture, and together, we’re brewing something with staying power. Good coffee, good food, good people. That’s the future.”

Established in 2022, Craveworthy seeks to help emerging and legacy chains grow through brand revitalization, operational support, franchising and marketing. Its portfolio of fast-casual and quick-service brands also includes :

• Genghis Grill
• BD’s Mongolian Grill
• Wing It On!
• Shaquille O’Neal’s Big Chicken

During an interview earlier this year with NJBIZ, Zamfotis said the idea of franchising the business came up from time to time, but that he wanted locations to remain under control of his family-owned business.

“I can be a bit of a control freak and I want to make sure things are to the standard that I have,” he said, “I guess I’m not quite ready to entrust others to take that on because I see how hard and how much work it takes to deliver the kind of experience we have or we expect. It takes a lot of work and effort – and I feel like we’re still building up that confidence to be able to hand off to somebody else. I can’t say we have a plan to do it anytime soon, but it’s certainly something we talk about.”