In the culinary world, the term \u201cfranchise\u201d invariably connotes fast, unhealthy food. The idea of opening one is suspect and implies the owner lacks originality. Or that they\u2019re reaping the benefits of an established brand not by earning credibility but by purchasing it with cold, hard cash. After two decades as a fixture on Cedar Street in Berkeley, chef Jacquet\u2019s Gr\u00e9goire has now officially entered its very own franchise phase. A small restaurant group recently opened a Gr\u00e9goire in San Francisco\u2019s Inner Sunset neighborhood. Before Jacquet embraced the idea, the chef also had his own doubts about the business model.<\/p>\n
\u201cBy learning more about franchising, I discovered that it was more than a name,\u201d Jacquet told me. He spent a year \u201ccreating systems\u201d that would work within the limitations of one. Those systems included a frequently changing menu, proprietary recipes and the quality of the food. Once those systems were in place, two years ago, Jacquet opened the application process. He received around 150 franchise applicants and honed in on one.<\/p>\n
\u201cWe talked a lot, and I fell in love with them and the way they operate and the way they think,\u201d Jacquet said. \u201cThe group already had some experience in the restaurant business so it was just a perfect fit.\u201d Last May, he awarded the group a franchise. Jacquet said he made the decision because of a gut feeling, mostly.<\/p>\n
In general, he wants to partner with business-savvy franchisees. For him that means, \u201cThey care about other people, their customers, their employees and for the community.\u201d And they\u2019ve got to have street smarts.<\/p>\n
Gr\u00e9goire changes the menu quarterly, except for the crispy potato puffs. They\u2019re like mashed potatoes only with a deep-fried coating. To ensure the quality of the food at a franchise is consistent with the brand, Jacquet runs a central kitchen in Emeryville where all of the ingredients are prepared. \u201cWhatever we need to portion, we portion. Whatever we need to cook and slice, we cook and slice,\u201d he said. At the end of the night, the San Francisco franchise orders what it needs for the next day and the products are delivered overnight.<\/p>\n
This shared commissary provides the mother ship with specific information about how much product the satellite location is using. \u201cWe always have someone going over there,\u201d Jacquet said. \u201cWe go on location to look at how they build their sandwiches.\u201d The chef himself goes once a week or asks the employee delivering the food to see what products are in the refrigerator. \u201cIt\u2019s not like we are separated from our franchisees at all,\u201d he said. \u201cWe\u2019re really in constant communication.\u201d<\/p>\n
Jacquet has ambitious plans for the business. \u201cYou create a hub here in the Bay Area that can provide for\u2014we calculated up to 40 restaurants all the way up to Sacramento,\u201d he said. \u201cI\u2019m ready for the growth here in the Bay Area.\u201d Should this model work for the company, expanding to Los Angeles is part of the long-term plan.<\/p>\n
Along with an actively roaming food truck, Jacquet had previously expanded the business. The chef reminded me that back in 2006 Gr\u00e9goire operated a second location on Piedmont Avenue for just over a decade. When the Cedar Street location opened in 2002, he and his wife had a 3-month old. He decided to close the Oakland storefront to spend more time with his family. He recalled, \u201cI was working too much and not cleverly enough, I guess.\u201d<\/p>\n
Both of his children are now college-aged, making this an ideal time to grow the business again. \u201cAll these years, I always thought that sharing this concept with other business owners would be a great thing because it\u2019s such a personalized business,\u201d Jacquet said. \u201cWe take care of the customers so heavily, and we care so much about the food.\u201d<\/p>\n
Jacquet is French, but his menu is filled with California cuisine. Dishes that are meant for lunchtime and light dinners: salmon and chicken salads, sandwiches and wraps with lamb, salami or vegetables. The chef\u2019s standard reply about his cuisine is: \u201cI cook food I like to eat, and I cook food I think people would like.\u201d<\/p>\n