JARS by Fabio Viviani, the innovative single-serve dessert concept founded by global celebrity chef Fabio Viviani, is officially heading to Atlanta, Georgia, with plans to open 10 locations in the area. The driving local force behind this sweet venture is James Gormley, a successful entrepreneur with extensive experience in commercial real estate.

“After meeting Fabio and getting a firsthand look at the concept, the simplicity and ease of operations were immediately apparent, making it an attractive investment,” Gormley says. “Being able to get in on something this early in its growth trajectory was an opportunity I couldn’t pass up. I’m excited to bring the unique JARS dessert experience to Atlanta and introduce our community to something truly special.” 

With aggressive growth plans, Gormley’s goal is to open the first two JARS locations within the first year and accelerate the pace from there. Additionally, Gormley and his team plan to tie in a local charity during their grand opening and ongoing events, emphasizing their commitment to giving back to the community. Gormley is eyeing key areas within the Atlanta market, including Alpharetta, Benton, Roswell, Dunwoody, Buckhead, and Brookhaven. Recognizing the diverse demographics and food scenes in these neighborhoods, he aims to position JARS in prime locations to maximize visibility and accessibility for local dessert enthusiasts.

“I’m thrilled to bring JARS to the vibrant city of Atlanta,” says JARS visionary, Chef Fabio Viviani. “Atlanta has an exciting, ever-evolving food scene which makes it the perfect place for an out-of-the-box dessert brand like JARS. I can’t wait for the people of Atlanta to experience what the JARS dessert revolution is all about!”

Fabio Viviani Hospitality, the parent company of JARS, envisions expanding to more than 500 locations as part of their national franchise growth plan. Partnering with Fransmart, the leading franchise development company for emerging brands, JARS has secured several franchise deals with over 30 units already sold in areas including Austin, Dallas/Fort Worth, Orange County, and Oakland, as well as another store in the Chicago suburbs.

“Fabio’s impressive background in a $200 million sales hospitality company speaks volumes about his expertise,” Dan Rowe, CEO of Fransmart, says. “His ability to create a concept with the lowest prime costs I’ve ever seen, coupled with the lowest labor costs and scalability, is truly remarkable. As we expand coast to coast and everywhere in between, it’s evident that Fabio’s vision for Jars is not just innovative but also strategically poised for success in the competitive dessert segment.”

Emerging Concepts, Fast Casual, Growth, News, JARS