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Famous Toastery Targets Raleigh, North Carolina for Franchise Growth

The breakfast, brunch and lunch brand is well-known in its home state of North Carolina, and the team is seeing a growing demand for its quality breakfast and lunch options in neighboring cities like Raleigh.

Famous Toastery, the North Carolina-based restaurant franchise, has made a name for itself with a menu of “famously fresh” breakfast, brunch and lunch offerings. The brand’s franchisees, growing throughout neighborhoods in North Carolina since opening in 2005 and franchising in 2013, have become locally famous as pillars in their communities. Each restaurant provides not only uncompromisingly fresh and decadent meals, but a hub for friends, families and neighbors to get together. Now, the brand is looking to leverage that strong positioning in its home state to expand into neighboring markets across the Carolinas, including Raleigh.

“Raleigh already has one Famous Toastery corporate location, and that restaurant has done very well,” said Famous Toastery VP of Franchise Development Eric Gustafsson. “In terms of our target demographics, we have found that Raleigh has the highest density of ideal sites over all other major markets in the Carolinas. There is definitely an untapped market in Raleigh and a lot of potential for franchise growth.”

Not only is North Carolina one of the nation’s fastest-growing states, but it has also been ranked by Forbes as the best state to start a new business for several years in a row due to its low labor costs and incoming business investment. Raleigh, in particular, is the tenth most popular city in the nation for people moving to a new metro area, according to the latest migration data from the U.S. Census Bureau. Due to its population growth, the state presents new opportunities that weren't present a decade ago when Famous Toastery first started. 

"There are a lot of young professionals migrating to the Carolinas,” said Famous Toastery President Michael Mabry. “The region is great for raising a family because of its mild climate and affordability. Compared to other states in the U.S., North Carolina is more affordable when it comes to buying a house and offers a valued work-life balance.”

Incoming Famous Toastery franchisees in Raleigh will be able to take advantage of the strong reputation the brand has built across North Carolina, where it has consistently been awarded the top breakfast-and-brunch spot in the Charlotte area. From its one-of-a-kind “every server is your server” mentality to its scratch kitchen, Famous Toastery is known for its “Famously Fresh” menu of delicious food. Recently, the brand rolled out several new menu items, including a protein power bowl, shrimp and grits, and a partnership with the North Carolina-based brand, Abby’s Better Nut Butter. 

Regarding the business model, the Famous Toastery team has also been perfecting the formula for franchise success and giving owners every opportunity to run restaurants efficiently and cost-effectively, while having the chance to “be famous” in the communities they serve.

Famous Toastery has opened 26 locations across the southeast, including 18 in its home state. Mabry chose the Carolinas to expand in for many reasons. In addition, prospective franchise owners in North Carolina benefit from the close proximity to Famous Toastery’s headquarters in Charlotte.

“We are recognized throughout all of the Carolinas — we have the presence, but not the penetration,” said Gustafsson. “The customers love us, but we need to increase the number of units to fully satisfy the demand and meet our potential in the area.”

Looking to the back half of the year and beyond, the Famous Toastery team aims to have 50 locations open by the end of 2024. Five to seven deals will be in North Carolina, and the rest in South Carolina, Tennessee, Virginia and Florida. 

“We are ready to ramp up our expansion significantly, but the ultimate mission right now is to find the right partners who can come in and help us grow at the unit level,” said Mabry. “Wrapping up the first half of 2022, we believe the sum of our parts is greater than all individual pieces. Each new initiative and strategy we launched at the start of this year complements our ultimate goal — to be famous.”

The cost to open a Famous Toastery franchise ranges from $575,500 to $999,500 including a franchise fee starting at $45,000. To learn about franchising opportunities, please visit