FSR Magazine: Famous Toastery CEO Explains Strategy Behind How Best to Open Restaurant

The opening of a new restaurant is an exciting one for a franchisee - but with a first impression on the line, there are competing theories on weighing the value of a big grand opening with the public and a soft opening focused on refining things but with less fanfare.

FSR examined the pros and cons of both approaches in their May issue. Famous Toastery, a fast-growing better breakfast concept out of North Carolina takes a mixed approach, holding soft openings for training and refinement followed by a big grand opening - with the soft openings having a "pay what you want" model to benefit a local charity.

“When you first open a restaurant, anything can happen—so for the first day it’s all on us,” Robert Maynard, co-founder and CEO of Famous Toastery, told FSR. The brand keeps their soft opening small - roughly 200-300 guests, compared to a typical busy day of 800 or so guests. “It’s a way to show good faith to the local community and show that we’re going to raise money. We tell them ‘Love us, don’t judge us.’ So we won’t get as many people, which helps the kitchen and the staff.”

Famous Toastery later holds an event- style grand opening promoted through a variety of channels, incorporating the local community, and including drawings and prizes.