---
title: "Protein Bar & Kitchen Eyes Franchise Expansion for 'Fast Fuel' Concept"
url: https://burnaze.com/article/844cf91b-a957-4e29-9694-06bb8e7c248f
source: "Athletech News"
original_url: https://athletechnews.com/protein-bar-kitchen-eyes-franchise-expansion-for-fast-fuel-concept/
author: "Courtney Rehfeldt"
category: "Restaurants"
industry: "Restaurants"
topics: ["Development & multi-unit"]
published: 2024-07-01T18:22:39.000Z
modified: 2026-10-31T17:47:29.530Z
image: https://athletechnews.com/wp-content/uploads/2024/07/Protein_Bar_and_Kitchen__Photo_of_one_of_Protein_Bar_and_Kitchen_s_downtown_Chicago_locations.webp
---

# Protein Bar & Kitchen Eyes Franchise Expansion for 'Fast Fuel' Concept

**TL;DR:** Protein Bar & Kitchen, a fast-casual restaurant brand, has signed its first multi-unit franchise agreement and plans to open its first Northwest Indiana location. The brand, which offers protein-packed meals, has seen growth in consumer demand for healthy meal options and aims to expand its footprint across the nation.

*By Courtney Rehfeldt, originally published in Athletech News on 2024-07-01. [Read the original](https://athletechnews.com/protein-bar-kitchen-eyes-franchise-expansion-for-fast-fuel-concept/).*

## Story

It’s not fast food that Illinois-based Protein Bar & Kitchen serves – it’s “fast fuel,” according to the brand.

The better-for-you, fast-casual restaurant brand has inked its first multi-unit franchise agreement at a time when nutrition is trending, JP Morgan has created a $500 million fund targeting weight-loss drugs, and weight loss medication patients are searching for ways to get adequate protein and nutrients.

Protein Bar & Kitchen, which offers protein-packed meals, soups, smoothies and parfaits covering breakfast, lunch and dinner, plans to open its first Northwest Indiana location in Crown Point next month. Its new partner is a seasoned multi-brand and multi-unit restaurant franchisee, according to the Protein Bar & Kitchen leadership team.

The location will feature the quick-serve brand’s first drive-through for added convenience, along with its dine-in, carry-out, delivery, online orders and catering services.

Private Equity firm L Catterton invested in the fast-casual restaurant chain in 2013.

“As consumer demand continues to rise for protein-packed, healthy meal options, we are excited to welcome our very first franchisee to Protein Bar & Kitchen,” said CEO Jeff Drake. “The all-day power of protein is growing in popularity, and as we grow our footprint across the nation, we look forward to bringing PBK to Crown Point.”

Behind the Protein Bar & Kitchen is entrepreneur and founder Matt Matros, the creator of Limitless Sparking Water, who launched the protein-powered quick-serve brand in 2009 in Chicago. The brand began with selling smoothies and then later added quinoa, and has since grown to over ten locations.

Drake helped to revolutionize the fast-casual chain after taking the reins in 2017.

Drake hit the ground running, and by 2018, Protein Bar and Kitchen had had its best year since its launch. He’s encouraged by the consumer interest in improving health. Plus, having a protein-based menu is ideal for all diets, Drake pointed out, whether a consumer is vegan, vegetarian or paleo.

“It doesn’t matter what diet you’re on, protein is a key component of that,” he said, explaining that the brand has enhanced its menu over time.

In a LinkedIn post last month, Matros celebrated Protein Bar & Kitchen’s fifteenth anniversary and its 14 locations, thanking its “OG PB loyalists.”

Prospective Protein Bar & Kitchen franchisees are required to have a minimum liquid capital of $150,000 and a net worth of $1 million.

## Entities

- Restaurants (sector)
- unit expansion (topic)
- Athletech News (publication)
- franchise agreement (topic)
- fast casual (topic)
- Courtney Rehfeldt (person)
- J.P. Morgan (company)
- L Catterton (investor)
- Protein Bar & Kitchen (company)
- healthy meal options (topic)
- L Catterton investment in Protein Bar & Kitchen (deal)

---
Originally reported by Courtney Rehfeldt, Athletech News (https://athletechnews.com/protein-bar-kitchen-eyes-franchise-expansion-for-fast-fuel-concept/). Summarized by Burnaze (https://burnaze.com/article/844cf91b-a957-4e29-9694-06bb8e7c248f).