Bruegger’s Enterprises, Inc. today announced that Bruegger’s will expand to Southwestern Wisconsin. The company signed an agreement on March 30th with a new franchise group to develop a total of three new Bruegger’s bakery-cafes in Dunn, Pierce, and St. Croix counties, Wisconsin by 2008. The Lonjen, Inc. franchise group, led by principals Tom Jenkins, Walter Longen, and Troy Longen, plans to open its first Bruegger’s bakery by September 2005.
Lonjen is the first new franchise group under Bruegger’s relaunched franchise program. The group plans to build the first Bruegger’s bakery in Hudson, Wisconsin, and the second and third in River Falls, Wisconsin. A potential fourth bakery also is being considered for Menomonie, Wisconsin.
“The Lonjen group brings years of restaurant and operating experience to Bruegger’s,” says Bruegger’s CEO James Greco. “Their first-hand knowledge of the local market will be an integral part of Bruegger’s growth in the area.”
“Located just 15 miles from the Twin Cities, Bruegger’s has great brand recognition in this area,” says Tom Jenkins. “My partners and I were attracted to Bruegger’s primarily because of the strong brand recognition, but also because of the variety of fresh-made products and company’s strong partnership and commitment with franchisees.”
The Lonjen group has more than 25 years of experience in the food industry as owners of a 125-seat family restaurant in River Falls. The group also has managed a local A&W franchise and Fultons Landing truck stop for more than eight years.
Bruegger’s recently completed a relaunch of its brand with newly designed bakeries and an expanded menu offering guests more dining options. Based on its market analysis, Bruegger’s has developed a three-year growth plan that forecasts development of approximately 100 new Bruegger’s bakeries between 2005 and year-end 2007, consisting of approximately 15 new company-owned locations and approximately 85 new franchised locations. Bruegger’s is currently seeking qualified franchise partners in select U.S. markets.
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