Rebranding will take place at select units in California and Virginia
WOWorks announced it will convert seven The Simple Greek restaurants to Garbanzo Mediterranean Fresh concept branding by the end of 2021. The Mediterranean-style Garbanzo chain’s growth is propelled by the lasting popularity of Mediterranean cuisine. It cites data from research firm Technomic’s 2018 Ethnic Food & Beverage Consumer Trend report that indicate that nearly half of US adults have tried the cuisine.
Among the units that will be converted are those in Fullerton, Calif., and in Chesapeake and Virginia Beach in Va.
The rebranding of these restaurants follows the purchase of The Simple Greek restaurant chain in March by Garbanzo’s parent, WOWorks, which also operates and franchises Saladworks and the smoothie-chain Frutta Bowls.
“With the popularity of Mediterranean food exploding right now, we are excited about the growth potential for Garbanzo Mediterranean Fresh through our franchise program,” said Kelly Roddy, WOWorks chief executive. “We place great value in the The Simple Greek franchisees who have chosen to rebrand as Garbanzo to appeal to an even wider variety of guests.”
The Simple Greek restaurants in Boardman and Warren in Ohio, Hermitage, Penn. and Ankeny, Iowa have already converted. The conversions will bring to guests an expanded menu, notes Garbanzo. Stuffed pitas, laffas, traditional gyros, plates and salads that are “packed with unique earth-grown flavors, like olive oil, paprika and hummus” are typical fare on Garbanzo’s menu.
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