Why This Longtime Patron of Grégoire Thinks the Fine Fast Casual Eatery Will Do Well in Any Foodie Market

Grégoire, a fine fast casual eatery concept that has owned an intimate, open-concept space in Berkley, California, for 20 years, has just recently established itself as a franchise. The eatery, founded by French chef Grégoire Jacquet, is well known and loved in the “Gourmet Ghetto” foodie neighborhood where it is located and is always bustling with customers. Jacquet is excited to bring the buzz about the brand to other locations in the Bay Area with the help of franchisees.

The business has really carved out a niche in the food industry, offering exquisite, locally-sourced meals that you’d find at high-end sit down restaurants, but offering them in a quick and convenient to-go setting. Jacquet has thought out every detail of the restaurant, from constantly revolving the menu to creating a sleek branded box for carry-out orders.

It’s the details and the uniqueness of the concept that customers appreciate, and what will ensure the business’ success as it grows through franchising. Mark Burger, who has been frequenting the eatery since it opened and still goes several times a month, says what he loves most about Grégoire is the food, the consistency and the brand’s unique concept.

“They serve a high end product, and he's super consistent,” Burger said. “It would do great in any place where people are foodies, and no one else is going to be able to knock it off because of the detail Jacquet has put into it. Nobody can replicate the high end dishes paired with the service. They don’t have to worry about competition in that space.”

Burger has spent nearly two decades eating at Grégoire and trying out the different menu items, which he said are “always really delicious,” filling and decently-priced. He and his daughter used to go twice a week when she was in middle school, and they’d split a quiche, salad and fried chicken sandwich on lavosh, which he describes as “incredible.” He said their famous potato puffs are “epic” and that his mother, who hasn’t been to the Bay Area in 10 years, still talks about them. And Burger admits that the food has even made him tear up before, recalling an open-faced salami sandwich that was akin to “a religious experience.”

“He's a really good chef,” said Burger. “He sources all his ingredients. So the chicken comes from one place, the beef comes from one place, another farmer does this, he has someone specifically for cheese and so on.”

Burger also appreciates the fact that Jacquet does not skimp on details in the experience, even though they are a to-go style concept. The restaurant has developed one-of-a-kind to-go boxes that they patented.

“The packaging is really nice, really sexy. He’s got the brand logo and doodles and his face on there. He just thinks about every detail in terms of presentation,” Burger said.

He also likes the space, which is intimate and has an open style concept, allowing customers to freely interact with the kitchen staff. That is part of how Burger has come to consider them almost “like family.” Kim Lee, head chef at Grégoire, agreed that the layout of the space is something that customers enjoy.

“We are pretty much the only restaurant that has an open kitchen like that, where you can interact with the cooks while they're making your food,” Lee said. “Say you order something and then you forget to tell them you don’t want mayonnaise. You can just yell it out because they're right there. I think they appreciate that.”

Lee is eager for new franchisees to come aboard the team so they can start opening other Grégoire locations.

“I'm definitely excited. Jacquet is excited, and I feed off of him because I've been side by side with him for so long,” Lee said. “I want to put all these things that I've learned over the past 12 years and see them play out in multiple kitchens.”

Jacquet is determined to make connections with the right franchisee candidates to ensure they can grow the vision he has for Grégoire and that they share the same values as the concept.

“I’m looking for a people-person that is easy going, wants to be part of the community and is customer-service oriented,” said Jacquet. “I, myself, am always interacting with the customers, and I want someone who loves to do the same.”