Fresh To Order (f2o) is paving the path with its cutting-edge approach to a new segment that it continues to pioneer, “fast fine.” f2o is growing outside its Atlanta base, most recently with its development agreement with Giriam Patel, an experienced restaurant operator who plans to open eight restaurants in Orlando, a new market for f2o.
Fresh To Order will also open locations in Atlanta at Emory Point, located across from the CDC and on Concourse B at Atlanta Hartsfield Jackson International Airport. The Emory location is the third location for franchisees Narendra and Jay Patel with units in Johns Creek and Sandy Springs. Atlanta-based Concessions International, owned by businessman and restaurateur Herman J. Russell, is opening the unit in the airport.
Founder and CEO Pierre Panos, a veteran fine-dining restaurateur, began franchising f2o in 2011 and expects to grow his well-received chain to 50 restaurants with an additional 50 in development over the next five years.
“This is a new niche which is two steps above fast casual when it comes to quality. We intend to bring really fresh, really fine, really fast to our guests,” says Panos.
Fresh To Order, which specializes in flavorful, fresh and affordable traditional favorites with a creative twist, is actively pursuing franchisees in Georgia, Alabama, Tennessee, Florida and the Carolinas. In 2013, f2o will open up markets in the mid-Atlantic and lower Midwest. Total costs for a franchisee to open a 2,500 to 3,000-square-foot location (after average landlord tenant improvement allowance) are expected to be between $450,000 and $650,000, with the average around $550,000.
Founded in 2006, Fresh To Order, or f2o, is a pioneer in the “fast fine” dining segment and has already distanced itself from fast-casual concepts by providing a finer dining taste profile and an elevated level of service at a fast casual price point. From the lettuce and vegetables to proteins and sauces, f2o offers a fresher and more exciting, chef-inspired dining alternative. Every protein is cooked “Fresh To Order” on a flame grill in the open-display kitchen as guests order, and dressings and soups are prepared from scratch twice daily in each restaurant. For more information, visit www.freshtoorder.com.
