Craveworthy Brands and Gregorys Coffee
As Gregorys Coffee prepares for nationwide expansion, Craveworthy Brands joined forces with Branded Hospitality, Kitchen Fund, and Harborfield Management Co. in August 2025 to propel the chain’s next growth phase. The partnership’s investment strategy centers on accelerating brand expansion while preserving the coffee empire’s identity. Financial terms weren’t disclosed, but the deal positions Craveworthy as a managing partner overseeing operations, training, and quality control.
Founder Gregory Zamfotis remains president, balancing Craveworthy’s national ambitions with the homegrown values that built Gregorys’ cult of “Gregulars” since its 2006 Manhattan debut. Many successful coffee chains thrive by embracing the community-focused legacy of coffee shops that encourages local connections and shared experiences.
Craveworthy plans to franchise Gregorys starting in late 2025, aiming to attract entrepreneurs nationwide. The 50-location chain—anchored in New York and New Jersey—will scale using Craveworthy’s multi-restaurant platform. This follows Craveworthy’s March acquisition of Kinnamons, a cinnamon roll concept that became its second dessert-centered brand. New formats and menu items, like vegan breakfast sandwiches and seasonal drinks, will diversify its appeal without compromising its craft roots. Additionally, Gregorys is expected to leverage global coffee culture trends to enhance its offerings and customer experience.
Craveworthy launches Gregorys Coffee franchising in late 2025, scaling its 50-store NY/NJ footprint nationwide with seasonal drinks and vegan breakfasts while safeguarding artisanal roots.
Gregorys’ rise from a single cafe to a regional powerhouse revolved around artisanal roasts, scratch-made pastries, and drinks like the Snickers latte. The chain gained traction with its clean energy drinks and vegan breakfast sandwiches, appealing to health-conscious consumers. It leaned into healthier options early, distinguishing itself in crowded urban markets.
CEO Gregg Majewski called Gregorys a “category leader” with untapped growth potential, citing its authenticity and loyal base as competitive edges.
Craveworthy’s role includes refining operations to handle expansion, though Zamfotis insists quality won’t be sacrificed: “We won’t lose our soul to grow bigger.” Staff training and customer experience remain priorities even as efficiency improves.
The chain’s tight-knit culture, dubbed a “work family” by employees, faces tests as it steps into franchising. Craveworthy’s Josh Halpern argues the beverage market’s growth justifies scaling, but Zamfotis maintains that “every cup must still feel handcrafted.”
Whether the blend of corporate muscle and indie spirit succeeds could set a template for niche brands eyeing national footprints. For now, Gregorys’ mint iced brew and warm neighborhood vibe aim to foster loyalty far beyond the Hudson River.
