News

Froots rolls out rebranding strategy

May 5, 2016

Froots is rebranding, rolling out a new menu and updating store interiors, according to a company press release. Healthy, fresh and simple are key ingredients in the rebrand, said CEO David Lopez, who founded Froots in 2001.

The store under construction in Tavernier, Florida, will debut the interior look with its grand opening in August, but the refreshed look and new menu will also be implemented at all locations not yet under construction.

"When I sat back in the driver's seat of Froots, I vowed that we would be making the right changes to the brand that will drive traffic at the store level and aid in our goal of becoming the leading healthy food destination in the quick-service space," he said. "And, our rebranding and new menu offerings are some of the initial pieces we will be implementing to make Froots even better for consumers and our franchisees.

Lopez said the brand's existing units are doing well as consumers continue to lead healthier lifestyles and seek better-for-you options in a quick-service setting.

"While this is the case, we know we can deliver a better menu that is true to our brand but offers an improved product to customers, and I think our new menu achieves this," he said.

The menu revolves around an assortment of fresh flavor profiles that combine freshly cut vegetables and herbs with meat and sauce in wraps, paninis and salads. Examples include a turkey kale wrap with provolone, and pesto-lime mayonnaise, as well as a pulled barbecue chicken offering with smoked Gouda on a panini, Lopez said.

Froots, which has 30 units worldwide, plans to add 50 restaurants in the next two years and offers franchisees extensive training and resources, including support with site selection, construction, training and marketing, Lopez said. It also offers storefront and kiosk business models.