The Budlong
The concept: Nashville hot chicken meets southern fried chicken in this spicy concept. Part of Craveworthy Brands, The Budlong hand-batters its own chicken and fries to order, said CEO Gregg Majewski. “We’re very proud of our food,” he said. “When we acquired the brand, we knew it wasn’t just about the hot chicken. The Southern fried chicken really drives home the brand.” The name comes from the Budlong family, who were the owners of a large pickle factory in Tennessee. The Budlong not only takes pride in its chicken, but also its “kick-ass pickles.” The brand is exploring non-traditional locations to grow efficiently, with a typical footprint of 1,800 to 2,500 square feet.
The stats: The Budlong has five units open with four under construction. The initial investment ranges from $178,000 to $989,000, depending on buildout, with a typical footprint of 1,800 to 2,500 square feet.
The competition: “Food is food,” Majewski said. “It’s all competition.” That’s the case even among Craveworthy’s concepts—its portfolio also includes Wing It On, Genghis Grill and Krafted Burger Bar among others. Still, the chicken category is especially stacked, with established and emerging brands such as Popeyes, Chick-fil-A, Wingstop, Slim Chickens, Dave’s Hot Chicken, Bonchon and dozens more.
The challenge: As someone who’s been in restaurants for years, Majewski knows economic shifts impact his franchisees and the company aims to help them navigate those changes. “Cutting through the noise” of advertising is also a big challenge for the brand, and Majewski’s team is keeping a close eye on marketing trends to keep up, he said.
Buena Papa Fry Bar
The concept: James and Johanna Windon founded their specialty French fry concept two years prior to an appearance on ABC’s “Shark Tank” in 2023. “If Chipotle and Five Guys has a baby and Sofia Vergara was the godmother, then that’s how you get Buena Papa,” said James Windon of the brand that takes its name from a Spanish phrase meaning “good potato.” Incorporating globally inspired flavors, such as those seen in traditional Central American cuisine, Buena Papa turns fries into a meal. Johanna Windon developed the idea by accident when she ran out of rice and decided to experiment with fries. Toppings include fried pork belly, meatballs and smoked salmon.
The stats: Two corporate Buena Papa locations are open, in Georgia and North Carolina, and nine franchises are signed. The franchise fee is $35,500, with buildout costs ranging from $150,000 to $350,000. A typical store footprint is about 1,200 square feet. “Shark Tank’s” Robert Herjavec is a backer, investing $400,000 for a 19 percent stake.
The competition: Loaded fry concepts are common, but one with a focus on Latino food is unique. “Other stores have loaded fries, right?” said James Windon. “But I don’t think anyone has ever put entire dishes on top of fries.” Other fry-focused concepts include Mr. Fries Man, and French Fry Heaven.
The challenge: As a new brand, finding franchisees is the first major hurdle. Going on “Shark Tank” helped garner publicity and franchise requests are coming in, but the brand is still in the early stages of franchising.
Mahana Fresh
The concept: Mahana Fresh is a build-your-own bowl concept that prides itself on the “fresh” in its name, touting no freezers, no fryers and healthy, simple food. “Our tagline that we are focused on is ‘healthy kitchen,’” said David Wood, founder and CEO. “Everything is made from scratch and we want people to get that feeling from our food.” Wood compared the brand to Chipotle, but with a broader menu. Bowls are customizable with options for various dietary preferences, and the entire menu is gluten free. NBA star Kyle Kuzma, who plays for the Washington Wizards, is an investor and signed on to develop 35 locations.
The stats: Launched in 2019, Mahana Fresh has seven locations open. The investment cost ranges from $221,700 to $743,500, and locations are typically 1,600 to 2,400 square feet.
The competition: Crisp & Green and Cava are two of Mahana Fresh’s main competitors, though the healthy bowl segment also includes the likes of numerous acai brands. “With us, you have more options on the menu,” said Wood. “If you don’t like Mediterranean, you’re not going to find something at Cava.”
The challenge: A notable challenge for Mahana is commodity costs. “Certain commodities such as chicken, steak, they’re just out of control in prices,” said Wood. “Consumers, in my experience, are going to push back.” Balancing costs and how much to charge customers is already difficult, and Wood’s team is working to keep up with fluxuations in the economy as it considers Mahana Fresh’s menu prices.
Earth Burger
The concept: A franchise serving vegan fast food, Earth Burger was founded in 2014 in San Antonio. “We are the best plant-based fast food out there,” said Jeff Sinelli, owner of Sinelli Concepts, which acquired the brand in 2022 and is also the parent company of 220-unit sandwich brand Which Wich. Unlike other brands vying for the attention of vegan consumers, Earth Burger doesn’t offer just one or two vegan options and call it a day. Every menu item is NAP, or No Animal Products. It serves a variety of burgers as well as “chik-n,” breakfast burritos and shakes. “Anyone can put a plant-based, vegan or vegetarian item on their menu to serve that crowd,” said Sinelli. “It’s our DNA at Earth Burger.”
The stats: Three locations are open so far in Texas, with more in development. The franchise fee is $30,000, with a cost to build a location of about $500,000.
The competition: Nomoo, VeganBurg and Odd Burger are among the vegan burger franchises looking to expand. Still, Sinelli believes Earth Burger is getting in at the start of a trend. “I couldn’t tell the difference,” he said of Earth Burger’s vegan product versus hamburger. “In my five decades on Earth, this is as good, if not better.”
The challenge: The brand started its franchising journey in 2023. Sinelli already has experience growing brands, and says finding quality locations is paramount. Traditional and non-traditional options are being looked at to meet the demand in high-density areas such as Houston.