Z!Eats: What Changed as Zoup! Rebranded to Cater to Younger Consumers

Zoup!, the clean, nutritious soup franchise started in 1997, is now Z!Eats, a fresher, rebranded model that expands the brand’s offerings beyond just soups. This makeover is the latest manifestation of consumers’ shift toward a more varied, wholesome dining experience. According to Toast, younger generations prioritize high-quality menu items while older diners are more focused on price.

Because it already has a pretty affordable menu, Z!Eats can continue to appeal to older generations, but the addition of even more fresh menu options serves to draw in a younger demographic, too.

“This transition isn’t just about changing signs; it’s about embracing a new identity while staying true to our core values,” WOWorks CEO Kelly Roddy told FranchiseWire. “The inspiration behind expanding our menu beyond soup came from a desire to offer our customers a wider range of options to choose from. Our development process involved carefully curating new menu items that still reflect our brand’s commitment to quality and flavor.”

The makeover includes the addition of flavorful mac ‘n’ cheese dishes, new sandwiches, soup flights and a flatbread category. With the expanded menu will come a redesigned kitchen meant to boost efficiency and decrease service times.

While a new Z!Eats restaurant has already opened in Atlanta, and there is another in the works in Fairfax, Virginia, the entire system is slated to be rebranded by the end of the year in line with a service model, menu and brand identity that is “tailored for the next generation of fast-casual food enthusiasts.”

“The letter Z has a lot of movement and energy, and our restaurant design has that same level of movement and energy,” Roddy said. “This plays a key role in attracting and engaging with younger customers who value a trendy and innovative dining experience.”