Huddle House, a 400-plus-unit family restaurant chain and segment leader in innovation and growth, has signed a multiunit franchise agreement with CEFCO Convenience Stores (CEFCO), adding to the brand’s aggressive expansion efforts.

CEFCO, a 254-unit convenience store company based in Temple, Texas, will bolster the Huddle House growth plan to add more than 100 locations in the next five years.

The CEFCO signing guarantees units in Mt. Vernon and Jarrell, Texas, which are scheduled to open in the spring of 2013.

“Expanding our restaurants into nontraditional locations supports our growth strategy, which targets unique real estate opportunities, such as convenience stores, truck stops, and travel centers to expand our customer base,” says CEO Michael Abt. “We are pleased to announce the signing of these initial two locations, as it will further the brand’s growing presence and awareness throughout the state of Texas.”

The joint venture appeals to today’s consumer because it provides the advantage of two popular and quality services in one convenient location.

“CEFCO has a long history of taking care of our customers with outstanding service, clean facilities, best-in-class restrooms, great products, and a commitment to the communities we serve,” says Brett Giesick, chief retail officer of CEFCO, who also notes that CEFCO operates in Texas, Alabama, Arkansas, Louisiana, Mississippi, Oklahoma, and New Mexico. “We are just as committed toward providing these same levels of execution to our Huddle House guests.” 

Breakfast, Denise Lee Yohn: QSR's Marketing Guru, Growth, News, Huddle House