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How Famous Toastery’s ‘Best Breakfast in Town’ Plans To Tackle South Carolina’s Massive Growth Market

Famous Toastery’s award-winning fresh-to-order model has already begun to dominate the North Carolina market, and now its CEO is targeting South Carolina’s booming cities next.

By Alex Lockie1851 Franchise Editor
SPONSORED 4:16PM 02/25/21

The COVID-19 pandemic has shaken up America’s economy in unprecedented ways, but in South Carolina, two winners are emerging: Booming cities like Columbia, Charleston and Greenville that get bigger and wealthier every year, and Famous Toastery, a fresh-to-order breakfast, brunch and lunch restaurant franchise that’s making a name for itself as the best breakfast in town. 

“South Carolina is a massive growth market,” said Robert Maynard, CEO of Famous Toastery. “The migration to South Carolina puts Columbia, Greenville and Charleston on a serious growth trajectory. We’ve seen a lot of success where we are already in South Carolina, but we see a lot of white space and a lot of room left for what we do.”

Famous Toastery, headquartered in North Carolina with dozens of locations along the East Coast, has a strong presence north of South Carolina’s border, even with only five stores in the state. Of them, four serve the suburbs outside Charlotte, North Carolina on the South Carolina side of the border.

Jason Serkin, the brand’s first franchisee, shed some light on why Famous Toastery is positioned for success in South Carolina, where he’s owned a franchise since 2015. 

“It’s a growing area,” Serkin said of the state. “We are certainly something different than your standard breakfast and lunch. People love Famous Toastery because we provide fresh, scratched-cooked meals using high quality ingredients.”

Since taking the risk on opening a newly franchised restaurant in South Carolina, Serkin has opened up three more restaurants, proving that the brand has real legs in the state. 

But while South Carolina represents a new frontier of growth, it’s comfortable in reach of Maynard and the corporate team so they can offer support.  

“We have all of our training in the Carolinas. Our staff is here. Because of the pandemic we’ve been able to help a lot of franchisees when they've needed help,” said Maynard, who values being able to physically visit and assist franchisees.  

“When it comes to employment, having stores that are in the same area within a couple hours of each other makes it easier to help people,” said Maynard. “If we had 25 stores in Charlotte and five stores in Montana it’d be hard to create synergy.”

“Instead, when you’re in Charlotte you’re not very far from anything. You’re three to four hours from anything in the Carolinas so it makes it very easy to support franchisees in South Carolina,” he continued. 

“We’re looking to grow specifically in the Carolina market and stick close to the roots and the corporate stores and the successful stores that have been opened for several years to keep the synergies going and keep up with that best breakfast,” said Maynard, who pointed out that Famous Toastery has won Best Breakfast in Charlotte for the last 12 years. “That really helps new franchisees, that we’re a known entity with a big fanbase.”

Famous Toastery’s corporate leadership has been tested by the pandemic, and they came out winning. Not only has the brand sold three more franchises during nationwide lockdowns, it’s rolled out a newly revamped curbside pickup system that’s boosted sales.

Maynard is targeting areas like Hilton Head, Myrtle Beach, Beaufort, Greenville, Spartanburg and all around Charleston for the next Famous Toastery franchises. 

ABOUT FAMOUS TOASTERY
Charlotte, N.C. based Famous Toastery began in 2005 in a small house-turned-restaurant where best friends Brian Burchill and Robert Maynard opened their first breakfast spot. Never compromising fresh ingredients or friendly service, Famous Toastery evolved into a franchise system in 2013 and now has over 25 locations. In 2020 and 2019, Famous Toastery placed on Restaurant Business' The Future 50, featuring the fastest-growing small chains. Famous Toastery was ranked No. 9 in the Full-Service Restaurants category of Entrepreneur Magazine’s Top Food Franchises of 2019 and on Entrepreneur Magazine's Franchise 500 Rankings in 2019. In 2018, Famous Toastery received recognition by CNBC as a top franchise to buy, FSR Magazine as one of the Top 14 restaurant chains ready for lift-off, Inc. 5000’s list of the fastest growing companies and Franchise Times' Top 200+ franchise opportunities. For more information about Famous Toastery, visit www.famoustoastery.com. To learn about franchising opportunities, please visit www.ownatoastery.com.

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