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.