May 23, 2012 // Franchising.com // Alpharetta, Ga. - Fresh To Order (f2o) announced today the signing of the franchise agreement with Concessions International to open a location in Hartsfield-Jackson Atlanta International Airport. The company’s first airport location will be in the Concourse B food court and is scheduled to open in October. Construction is slated to begin this summer.
“Opening a restaurant in the world’s busiest airport will generate brand recognition far beyond Atlanta,” said Pierre Panos, concept creator and President of Fresh To Order. “Atlantans have been extremely loyal since the opening of our first restaurant in 2006. We hope visitors to the area will be just as receptive as our long-time guests.”
The 575 square foot restaurant will feature a pared down menu with an emphasis on the chain’s famous salads and paninis. Five of the company’s signature “long plates” will also be available.
In addition to the new HJAIA location, Fresh To Order is projecting to open another restaurant near Emory University in Atlanta before the end of the year.
Fresh To Order has ramped up its franchise development efforts for the remainder of 2012. Earlier this month the company hosted its inaugural tasting event in Orlando. The next event will be on June 11 in Nashville. These regional menu tastings bring Fresh To Order’s chef-inspired cuisine to potential franchisees, investors, local business and community leaders. The small group format gives attendees the opportunity to sample the f2o menu alongside Panos and executive chef Jesse Gideon.
Fresh To Order, a pioneer in the “fast fine” dining segment, has already distanced itself from fast-casual eateries by providing a casual fine dining taste profile at a fast-casual price point with an elevated level of service. The average guest ticket order is $9 at lunch and $11 at dinner. Every protein is cooked “fresh to order” on a flame grill in the open-display kitchen as guests order, and dressings and soups are prepared from scratch twice daily in each restaurant. A wide selection of wines and beers is also available. Five of Fresh To Order’s locations are located in and around metropolitan Atlanta, with the sixth location in Chattanooga, Tenn.; nine locations will be open by the end of 2012. Two of the locations—Johns Creek and Sandy Springs in suburban Atlanta—are franchised. By 2015, Fresh To Order expects to have 50 locations nationwide, with another 50 locations in various stages of development.
Julia Fine| Courtney Thomas
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