Eatontown, NJ-based New World Restaurant Group (NWRG) is continuing to grow its core Einstein Bros quick-casual brand, adding five licensed units and one company-owned store during Q1 2002.
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Licensed units opened during the quarter included the chain’s first locations in an airport and a hospital, as well as three additional locations on college campuses. The new company-owned location opened in Colorado Springs in mid-February, and many additional potential sites are now in the real estate pipeline.
Since the licensing program’s inception in mid-2001, a total of 14 locations have been opened on campus and other venues across the country in partnership with such leading dining services managers/providers as ARAMARK and Sodexho.
The company expects an additional 16 licensed Einstein Bros units to open by the end of this year, bringing the total to 30. Einstein stores are typically in the 2,200 sq ft range, while licensed units are generally around 800 sq ft.
Among the licensed locations opened during the quarter, the first Einstein Bros airport unit debuted in late February at Detroit’s Metro Airport, where it is one of approximately 70 retail and restaurant shops in the new Midfield Terminal, joining such names as Brooks Brothers, PGA Tour Shop, Starbucks and McDonalds. Licensee Concessions International owns and operates food, beverage and retail facilities in nine airports throughout the US and in the Virgin Islands.
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By GlobalDataAt quarter’s end, Sodexho opened a licensed location at the University Hospital Health Systems in Cleveland, OH, representing Einstein’s entry into a medical facility.
In mid-January, Sodexho opened licensed Einstein units at Carthage College in Kenosha, WI, and the University of Tampa in Florida. Also in January, ARAMARK opened a licensed unit at the University of Central Florida in Orlando.
“The licensing program is one of several important initiatives designed to capitalize on our core Einstein Bros brand’s strong positioning in the quick-casual market,” said NWRG chairman and CEO Anthony Wedo: “The relationship with such industry leaders and new partnerships enhances our growth potential and the overall strength of our base business.”
Noting that approximately 60% of sales in Einstein Bros stores are now generated from the non-breakfast day-part, he added: “While opening new corporate and licensed stores is integral to our business strategy, we are also steadily increasing same-store sales. We are dedicated to smart and strategic growth, both in number of stores and share of customer base.”
