Little Greek, the Tampa, Florida-based fast-casual Greek restaurant with an American influence, has a new name: Little Greek Fresh Grill.
“We’ve been thinking about the name change for a while,” says Nick Vojnovic, Little Greek president. “We utilized market research, including two focus groups and a survey of 452 people conducted by marketing students at the University of South Florida. To reinforce our decision, Little Greek Fresh Grill better defines our emphasis on fresh and healthy food with a Mediterranean flair.”
The name change to Little Greek Fresh Grill is rolling out to all Little Greek locations, according to Vojnovic. The multi-unit has 20 locations in Florida, Texas, and Arkansas. Little Greek celebrates its 11th year of operation in July.
“Out of 12 culinary categories, Greek food ranked tenth, ahead of Korean and Indian,” Vojnovic adds. “The study also determined we should place a greater emphasis on chicken, a familiar cuisine to consumers. We think this will persuade diners to try Little Greek Fresh Grill and introduce them to Greek food, which is not yet totally familiar to the majority.
This year, Little Greek Fresh Grill plans to open new locations in Clearwater and Spring Hill, Florida, as well as Coppell and Preston Woods, Texas, and Louisville, Kentucky.