QSR February 2023

ordering platform. Restaurants intro duced takeout racks for to-go customers, launched curbside pickup, and leveraged third-party delivery services to reach homebound guests. In nearly 20 years of business, Urbane has grown to $54 million in annual sales. The company is primar ily based in Southern California, but in 2023, the chain plans to expand by 10 restaurants and introduce its f irst out-of state location in Las Vegas. Plomo Quesadillas HEADQUARTERS: FAYETTEVILLE, ARKANSAS UNITS: 3 Omar Kasim could see that quesadil las were the top-selling item at one of his taco shops. Additionally, he learned in a webinar that it was the No. 1 requested item at Chipotle. These discoveries pushed Kasim to create a concept cen tered around the Mexican favorite. Since opening, Plomo Quesadillas has become a go-to spot around the University of

The 40/40 List

ChipCity Cookies

HEADQUARTERS: NEW YORK CITY, NEW YORK

UNITS: 14

space. And I think the fact that so many of these concepts have had such great success has added fuel to the fire. Imitation is the great est form of flattery as they say. So I think people seeing over the last five years how well these types of cookie brands have performed have caused more growth in the space and the segment.” Being part of an increasingly

competitive space, Chip City looks to separate itself with quality and the customer experience, Phillips says. The company completes its own production. Chip City owns an 18,000-square-foot commissary in College Point, Queens, where it makes all cookies from scratch. Phillips says the brand has opted to not use a copacker so that it can remain on the cutting edge. Chip City has more than 40 flavors in rotation, and the chain is continuing to innovate. The brand is registered to sell franchises, but any approach it takes will be measured. “If we found a partner that we feel like will maintain the Chip City experience the way that we do it at our corporate locations, it will be something that we entertain,” Phillips says. “But we’re just going very slowly with it because again we’re just very committed to the integrity of the product and consistency of the product.” CHIP CITY COOKIES (2)

passed 500 locations, and Cookie Plug, which announced a franchising program. Phillips attributes the rise to the nostalgia of cookies. It makes the dessert relatable. He also points out how cookies are made for social media and vis ible content. “The cookie break, the way that translates to a photo, it’s just very Instagrammable, very popular on TikTok,” Phillips says. “And I think anything that trends on social media nowa days creates a big driver of momentum in the

PLOMO QUESADILLAS (2)

Arkansas, especially after 2 a . m . on week ends. The brand only serves quesadillas and certain sides, and each one is named after notorious individuals in history, like The Escobar and The Jesse James. Cus tomers are able to “Make it Dirty,” by having their quesadilla crusted with an additional layer of cheese on the outside.

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