"Vine Dining" Brings a Bold New Concept to Restaurant Franchising;Building a Vine, Not a Chain
Oct. 14, 2009 (Business Wire) -- Naples Tomato, a nationally recognized restaurant and local institution in Naples, Florida, today announced its plan to expand through franchising. Naples Tomato offers a uniquely American approach to Mediterranean food and lifestyle – Vine Dining™ – that delivers the value and flexibility of casual dining with the casual elegance of finer dining.
Naples Tomato Franchising, LLC will initially award Naples Tomato franchises in the Eastern United States. The franchise program was developed with the help of Chicago-based iFranchise Group, Inc., and the law firm of Faegre & Benson LLP. Franchising has been a successful strategy for many restaurants, including Brinker International (NYSE: EAT) restaurants, Chipotle Mexican Grill (NYSE: CMG) and Yum! Brands (NYSE: YUM).
Founded in 2005 in Naples, Florida, Naples Tomato has a strong track record. It has been field-tested by nearly 300,000 guests, and refined with constant feedback from a discerning and well-traveled clientele.
“We were inspired by the wonderful village restaurants that are institutions in the Mediterranean lifestyle, offering homemade food and imaginative wine lists,” said Jack Serfass, co-founder/co-owner of Naples Tomato and Naples Tomato Franchising, LLC. “Vine Dining’s the antidote to one-size-fits-all dining experiences. It has broad general appeal, from young people on first dates to families to people celebrating their 100th birthdays.”
“Vine Dining is a bold new concept that fills a gap in diners’ lifestyles and in the restaurant-franchising industry,” said Mark Siebert, CEO of iFranchise. “Based on my work with hundreds of restaurant concepts in over 30 years in franchise consulting, I believe Naples Tomato is a solid concept with the support of an established organization behind it, and one that is primed to expand.”
Naples Tomato’s Vine Dining concept combines American culinary inspiration with the characteristics of the Mediterranean lifestyle:
Flexibility – a personalized experience every time, no matter what diners spend, what they choose to eat, or how much time they stay
Homemade food made from fresh ingredients by skilled culinary experts
Great value – fine-dining quality at budget-friendly prices that match diners’ lifestyles
Spirited service and personal engagement with all the people behind the food and wines
Good neighbor, friend and active part of the local community
Bringing Vine Dining to America
To bring its distinctive brand to the broader market, Naples Tomato is taking a unique approach to franchising: one that emphasizes people connections as much as system connections.
