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For Menchie's CEO, Crowded Category has Room for MidiCi


MidiCi has one corporate store and has begun franchising.

Amit Kleinberger started franchising frozen-yogurt chain Menchie’s in 2008, even though everybody else was doing it, too. Now he’s trying his hand at a newly popular category: artisan pizza, made to order, but he believes his new brand MidiCi will not be an also-ran.

“When we started franchising my goal was not to respond to any craze in frozen yogurt. My goal was to set my own being. And now we’re the largest frozen yogurt chain in the world, ” claims the CEO of Menchie’s, with more than 500 stores.

With MidiCi, he’s aiming for an experience much different than Blaze Pizza, PizzaRev, Pie Five and other players in a category that seems to announce new development deals, new investors or new brands nearly every day.

“Any guest who walks today into the fast-casual pizza chains in the country, and will then walk into MidiCi, the vast majority of those will not think twice what’s their brand of choice,” he says.

How will he try to stand out in a crowded category? Read the full interview in an upcoming issue of Franchise Times.

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About This Blog

The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at




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