Industry News | January 19, 2011

BBI Inks First Franchise Deal for Salad Concept

Beautiful Brands International announced it has signed an agreement with Larry Koehler and Casie Caldwell of Greenz Salads for the first Greenz Salads franchise. The new restaurant will be converted from their corporate store located in Uptown Dallas.

“We are honored to facilitate this franchise agreement with Greenz,” says David Rutkauskas, Beautiful Brands founder, president, and CEO. “Greenz is an amazing concept with true market potential and totally unique in the salad category among fast-casual restaurants. It's easy to become passionate about a place like Greenz because of the opportunity it gives entrepreneurs like Larry to live the American Dream.”

The agreement between Casie Caldwell, owner of Greenz, and Beautiful Brands International utilizes BBI’s organizational and support system to market and franchise the brand on a national and global scale. BBI’s support includes product development, marketing, real estate, architecture, legal, franchise sales, and other aspects of franchise development. The new franchise will take over the corporate location at 2808 McKinney Ave. in Dallas immediately. This is the first store of what will likely be a multiunit franchise agreement between Koehler and Greenz Franchise System.

“I’m thrilled to have our first franchise under our belt,” says Casie Caldwell, owner of Greenz Salads. “We’re converting the existing corporate store to jumpstart Larry’s flow of revenue and utilize its customer base for even more growth. I believe this is a great building block for growing the Greenz brand in Dallas and pursuing its true potential nationwide.”

Founded in Dallas in 2004, Greenz has since grown to three locations in the area, receiving rave reviews for its culinary creations in the fresh salad segment. With more than 15 years experience as a marketer and entrepreneur, Casie Caldwell has created a menu featuring a variety of chef-inspired salad creations that are typically found in fine-dining restaurants. The menu also includes the freshest salad ingredients available, along with wraps, sandwiches, and soups.