QSR Magazine: Cheba Hut Rides 'The Green Wave' as Expansion Heats Up

When Scott Jennings founded Cheba Hut in the late '90s, the culture around cannabis was very different than it is today. As acceptance around legalization grows, Cheba Hut is at the forefront of what the brand calls 'the Green Wave.'

In a recent feature article in QSR Magazine, Cheba Hut COO Marc Torres discussed the brand's positioning in a culture that's changing its tune as it relates to marijuana and how Cheba Hut plans to use that positivity as momentum in its ambitious growth plans. The article notes the brand is capitalizing on 'the Green Wave,' in unique ways where marijuana is now legal, including leaving menus in the waiting rooms of dispensaries as a form of cross-promotion. This, in turn, has led to tremendous interest from business owners as Cheba Hut pursues nationwide growth through franchising.

“The goal of getting to 200 locations by 2025, we don't have that number written anywhere,” Torres said in the article. “We don't have 100 written anywhere. We don't have 50 written anywhere. We're focused on growing organically. We also have pause buttons in here where you know our goal is to be the best franchisor around and put our people in the best position possible.”