Manhattan Bagel’s growth phase is hitting a new stride in 2010 as the East Coast fast-casual restaurant concept pushes ahead with its aggressive franchise development plans.

In recent months, four new franchise locations opened in Old Bridge, Summit, and Morris Plains, New Jersey, and Warrington, Pennsylvania. With momentum on its side, the brand is planning continued growth through franchising in Greater Philadelphia, New Jersey, upstate New York, Long Island, and Delaware as the primary areas to increase its footprint.

“The excitement around Manhattan Bagel is widespread across our core east coast markets,” says Jeff O’Neill, CEO and president of Einstein Noah Restaurant Group Inc., the franchisor of Manhattan Bagel. “We’re implementing new product offerings, new marketing initiatives, and are partnering with experienced restaurant operators. The result has been a brand that is at the forefront of its segment.”

This year began with a bang for the brand. It included an unprecedented food giveaway in celebration of the Summit, New Jersey, location grand opening. Manhattan Bagel presented the first 100 people in line for the opening with coupons valid for one free Breakfast Sandwich a week for one year. The line for the giveaway was several blocks long. Plus, the brand will soon be unveiling a new line of lunch items which include the Turkey Chipotle Wrap—turkey wrapped and ready to go with Southwest corn and black bean salsa, chipotle dressing, jalapeño salsa cream cheese, cheddar cheese, Monterey Jack cheese, tomatoes, and mixed greens—and the Chicken Chipotle Salad—grilled chicken nestled in fresh salad of mixed greens, Southwest corn and black bean salsa, chipotle dressing, cheddar, Monterey Jack cheese, tomatoes—topped with tortilla chips.

“We are catching the attention of restaurant operators who appreciate great food and strong marketing and operations systems,” O’Neill says. “There’s an undeniable buzz around the brand.”