Ones to Watch | By Sabrina
Davis
Grilla Bites
Best sellers include the smoked turkey, soy bacon,
and avocado sandwich; the portabella burger; and
the seasoned tofu sandwiches. Grilla Bites also
serves an organic soy burger and wild salmon burger.
The Chico stores serve organic beer made at the
local Butte Creek Brewing Company.
Marken has tried serving a full dinner, including
free-range chicken and grass-fed steaks, and will
allow licensees that option, but has had greater
success with sandwiches in the $7.50 range.
It’s not just the food that’s natural.
Grilla Bites uses biodegradable cleansers, and
to-go orders are packed with biodegradable plates,
utensils, and straws made from non-genetically
modified corn. “It looks just like plastic,
but it’s made from corn,” he says.
The atmosphere is warm and inviting with muted colors,
wood tables, and carpeted conversation areas with
sofas. Marken calls it a community center.
Grilla Bites
CEO: Fred Marken
HQ: Chico, California
Year Started: 2002
Annual Sales: $2–2.5 million
Total Units: 4
Franchise Units: 0
The largest section of customers is educated women,
Marken says. And he finds downtown locations with
high foot traffic work best. The restaurants range
in size from 1,200 to 3,000 square feet. The ideal
size is 2,500. With a contractor ready and equipment
companies lined up, Marken says he’s looking
for the next opportunity to build. He estimates
development costs between $150,000 and $300,000,
depending on location.
WHY IT BEARS WATCHING:
Marken has the restaurant and organic food
experience to grow his brand. But perhaps
more important: the timing seems right for
Grilla Bites. Marken’s not alone in
thinking so. With the help of a few other
forward-thinking restaurateurs, an organic
restaurant segment is emerging.
Both O’Naturals in the Northeast and
Organic to Go, based in California, are doing
well. Similar concepts should follow; organic
is the fastest growing segment of food sales
in the U.S., growing between 17 and 21 percent
each year since 1997. Compare that to 2 to
4 percent growth in total United States food
sales during that time, according to the Organic
Trade Association.
“We’re serving between 150 and
200 people a day now between 11 a.m. and 8:30
p.m.,”
Marken says. “We need to serve closer
to 250 to 300 a day, and I think that’s
doable. Awareness of our brand grows. And
more and more people turn to organic food.”
Marken is serious about his mission and his
food, but wants his brand to reflect his sense
of humor. He says his lighthearted approach
will set his restaurants apart from the competition,
should the market ever grow crowded.
“Kids like the gorilla logo, and I like
it because it’s corny. It just works,” says
Marken.
