FSR March 2023

FA B I O V I V I A N I

Viviani advises franchisees to open their first JARS in a space that’s larger than the bare min imum. He says the concept could operate well in 750 square feet or so, but a range closer to 1,000– 1,500 square feet allows for a little more breathing room. But after that initial store, future locations could squeeze into smaller spots like former laun dromats or retail shops. “I always tell people that you only have one chance to open your first door,” Viviani says. “You want that much [space] in the first one because you never know how busy you’re going to get. And if you get really busy, then you’re going to need a little bit of storage for some dry goods, for boxes. So it’s always good to have a few extra 100 square feet.” He likens JARS to a marketing company that happens to make delicious sweets. Within a year of JARS’ announcement in fall 2021, the brand had amassed more than half a billion impressions though it had yet to open a single storefront. The first location debuted in Chicago’s West Loop in January, and more locations in Dallas, San Fran cisco, and New Jersey are expected to follow. At press time, JARS had sold 50-plus franchise ter ritories. Going back to Viviani’s baff lement around frozen yogurt, the restaurateur sees JARS as the perfect antidote. For one, it’s not a seasonal product like fro-yo, ice cream, and other simi-

 JARS OPERATES LIKE A MARKING COMPANY, WHICH ALSO HAPPENS TO MAKE A CRAVEABLE DESSERT PRODUCT.

don’t need cooking, [and] you have virtually no waste,” Viviani says. JARS forges relationships with pastry produc ers and bakeries to lessen the operational burden; at the store level, the only prep is assembling the jars—no cooking or baking required. Franchisees who grow to more than one location in a des ignated market can rent a commissary kitchen to streamline the back end and boost their unit economics.

FABIO VIVIANI HOSPITALITY (4)

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INDUSTRY-WIDE ISSUE

MARCH 2023