QSR October 2022

DEPARTMENT FRANCHISE FORWARD

APathof Differentiation Sometimes, the road to franchise success doesn’t follow the classic playbook. B Y C O N O R M O R R I S

“I think it’s just that the public wants some thing different,” Wyland adds. “I think we just need more unique items out there that are readily available, and with franchising, the whole key is being able to replicate your brand or menu throughout the country in dif ferent markets.” New York City restaurateur Stratis Mor fogen similarly has seen ample interest from franchisees in Brooklyn Dumpling Shop, which he founded in January 2020. It’s a fast-growing quick-serve that opened six new franchise stores in August alone, and is on track to open 10 more in 2022, and poten tially at least one shop per week by 2023, Morfogen says. “We’re the only one in our lane,” he says. “And what we’ve done, we’re basically redefin ing or re-imagining two lanes into one. We’re re-imagining the sandwich and we’re re-imag ining the dumpling.” Brooklyn Dumpling Shop boasts all sorts of f lavors wrapped up in an appealing, easy-to eat package with classic sandwich f lavors, like buffalo chicken, reuben, and a bacon, egg and cheese “cro’sumpling” ( like a breakfast croissant ).

Roll-Em-Up Taquitos has a pipeline nearing 500 units.

F rom taquitos to dumplings to vegan versions of American fast-food classics, a growing number of fast-casual and quick service concepts are turning to atypical menu items to entice customers and franchisees alike. California-based Roll-Em-Up Taquitos is one example. The brand has five stores, all based in Southern California, but since opening up for franchising roughly a year ago, has added 480 new franchise units to its development schedule. Chris Wyland, chief development off icer, says the sky’s the limit for Roll-Em-Up, partially due to the unique niche the con cept occupies. “We have this saying, that everyone else in the country is fight ing over chicken sandwiches, cheeseburgers and pizza, and we’re in this category by ourselves,” Wyland says. “As of today, we’re still the only taquito-focused multi-unit brand in the world so we’re in this little market niche by ourselves.” While Roll-Em-Up is currently focused on franchising stores in the western part of the U.S., Wyland says there’s been a ton of interest from franchisees across the country.

“I believe the dumpling market could get as big as the sand wich market,” Morfogen says. “Who the hell doesn’t like a 2-ounce sandwich? And that’s what a dumpling is.” Morfogen says the success of the concept shows consumers need to be “mentally and culinarily” stimulated with fresh new ideas, and notes customers—and franchisees—are especially interested in concepts that can do that with fusion-style cuisine. But having a great, unique product is only part of the battle. Morfogen says franchisees are really looking for fully formed con cepts that aren’t too expensive to open up, and have easy-to-prepare products, and dumplings fit that role perfectly. Low payroll costs help, too, especially in a time where restaurants are having trou ble finding workers; Brooklyn Dumpling boasts an automat style of service that reduces the number of staff needed per location. “You can open up a dumpling shop for $300,000 to $400,000, although it can be as low as $150,000 on the low end and you’re in business with a product with no assembly, no product waste, and no ingredients that come in non-frozen,” Morfogen says. Wyland agrees; for franchisors in this space to be suc CONTINUED ON PAGE 102

ROLL-EM-UP TAQUITOS

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OCTOBER 2022 | QSR | www.qsrmagazine.com