From Urban Favorite to Expanding Franchise Brand
Spitz® built its following with a distinctive take on Mediterranean street food, serving craveable wraps, bowls and signature favorites in a vibrant, neighborhood-driven atmosphere. With authentic flavors, a loyal customer base and a concept that had found success in major metropolitan markets, the brand saw an opportunity to build on that momentum and prepare for broader expansion.
As they considered their next stage of growth, leadership recognized the value of further strengthening its franchise platform, refining its market positioning and creating greater consistency across the systems supporting franchise development.
And that’s where SL Franchise Group came in.
The Opportunity
Spitz® had already established a compelling brand and demonstrated strong customer appeal. The next step was to ensure its franchise infrastructure was well positioned to support expansion across a wider range of markets, including suburban communities and secondary metropolitan areas.
Working with the leadership team, SL Franchise Group identified opportunities to enhance operational consistency, update franchise investment materials and strengthen the recruitment and qualification process. The goal was to create a more scalable foundation for growth while preserving the distinctive identity and experience that had made them successful.
A Franchise Refinement Approach
SL Franchise Group provided an integrated suite of franchise system development services tailored to Spitz’s growth objectives:
- Updated the FDD and enhanced the franchise recruitment and approval framework.
- Modernized the website and offering deck to strengthen an already compelling economic story.
- Created nine Operations and Training Manuals to bolster consistency as the system expanded.
- Launched a targeted Meta and Google developer outreach program designed to reach qualified prospects.
- Developed discovery day framework, protocols & procedures.
- Facilitated the entire franchise sales & development process from inquiry to closing
- Implemented a national commercial real estate solution.
- Created an effective franchise financing program.
We also helped implement a national growth strategy supported by KPIs and validation tools to strengthen pipeline quality and closing rates.
Results That Supported Expansion
The work we did helped position Spitz® for a new phase of franchise development.
We helped them build a stronger, more advanced pipeline of franchise candidates, improved closing rates and generated increased referrals from within the system.
Supported by its enhanced franchise platform and multi-market growth strategy, Spitz® achieved 25 percent year-over-year unit growth while expanding its potential beyond large urban centers.
For us, Spitz® demonstrates how a strong emerging brand can build on existing momentum by aligning franchise strategy, operations, recruitment and market positioning around the next stage of growth.