From Urban Favorite to National Concept
Spitz® began as a Los Angeles street-food restaurant loved for its Mediterranean wraps, bowls, and street-style credibility. The concept had authentic flavors and a devoted customer base, but its franchise growth was inconsistent. While successful in major metros, the brand struggled to prove its adaptability to suburban and secondary markets. That’s when SL Franchise Group stepped in to refine the model.
The Challenge
The leadership team knew Spitz had potential, but the lack of standardized operations, outdated franchise investment materials, and inconsistent recruitment made growth unpredictable. Without a strong franchise sales funnel and market positioning, the brand couldn’t sustain long-term expansion.
Our Franchise Refinement Approach
We provided a franchise refinement service suite tailored to Spitz’s needs:
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We rebuilt the FDD, recruitment process, and approval framework.
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We modernized the franchise website and offering deck to tell a stronger economic story.
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We created nine Operations and Training Manuals to improve system consistency.
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We launched a retargeted Meta and Google developer outreach program.
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We implemented a national growth strategy with KPIs and validation tools that improved pipeline quality and closing rates.
Results That Drove Expansion
The impact was immediate. Spitz’s pipeline of franchise candidates became stronger and more advanced, with higher closing rates and more referrals from within the system. Supported by its repositioning, the brand achieved 25 percent year-over-year unit growth, proving its fit beyond large urban centers.
For SLFG, Spitz represents how franchise consulting and operations refinement can reposition an emerging brand for multi-market success.