![\"Erica](\"https:\/\/www.newsbeep.com\/us-fl\/wp-content\/uploads\/2026\/02\/Untitled-1-2026-02-17T153348.262-1000x563.jpeg\")
Erica Spector Wishnow, co-owner and founder of Greenlane, said the company plans to open two to three new Tampa Bay locations each year before expanding to another Florida city.<\/p>\nErica Spector Wishnow came up with Greenlane during long car rides in Covid, when she spent hours driving her children and faced the same frustration at nearly every drive-thru window.<\/p>\n
Her kids wanted burgers and fries, and she wanted something filling that aligned with her vegetarian diet and left her satisfied.<\/p>\n
\u201cI wasn\u2019t just going to eat apples and granola bars in my car for hours on end,\u201d Wishnow said.<\/p>\n
When she looked for alternatives, she said her best option was ordering a salad from Chick-fil-A or Wendy\u2019s. <\/p>\n
That recurring experience shaped the foundation of Greenlane, a drive-thru-only concept built around salads, wraps and protein boxes designed for repeat visits rather than occasional stops.<\/p>\n
Greenlane will open its fifth Tampa Bay location in Wesley Chapel early next month. Wishnow said the company plans to add two to three stores a year across the region before entering another Florida city, with Tampa Bay serving as the brand\u2019s primary proving ground.<\/p>\n
Erica Spector Wishnow, co-owner and founder of Greenlane, said the company plans to open two to three new Tampa Bay locations each year before expanding to another Florida city.<\/p>\n
Designed for how Tampa Bay moves<\/p>\n
Wishnow launched Greenlane in 2023 with a specific customer in mind: professionals navigating commutes, meetings, errands and family schedules who want a meal that fits into a fast-paced day without feeling like a compromise. <\/p>\n
As Tampa Bay has added young professionals and expanded outward geographically, she said the opportunity has grown with it.<\/p>\n
\u201cWe\u2019re trying to fill that hole in the market, and to give people alternatives,\u201d Wishnow said.<\/p>\n
Since opening its first location, Greenlane has stayed consistent in its core positioning of fast, fresh and affordable. <\/p>\n
Wishnow said the evolution has come from refining the menu based on what customers actually order and identifying the neighborhoods where those customers live and work.<\/p>\n
READ: TAMPA BAY BUSINESS NEWS<\/a><\/p>\n \u201cI think what has shifted for us the most is getting to know our consumer and really understanding what they\u2019re looking for in terms of their flavors and their profile,\u201d she said.<\/p>\n Each Greenlane site occupies roughly half an acre or less, with a building footprint of about 1,600 square feet. <\/p>\n The stores operate exclusively as drive-thru locations, a format Wishnow said allows the company to control labor costs and maintain operational efficiency.<\/p>\n \u201cBeing a drive-thru only allows us to keep our labor low,\u201d she said.<\/p>\n The discipline behind \u201caffordable luxury\u201d<\/p>\n Wishnow calls the concept \u201caffordable luxury,\u201d a description that defines the brand\u2019s central tension.<\/p>\n \u201cTo eat healthy is a luxury,\u201d she said.<\/p>\n For Greenlane, that means delivering food that feels fresh and substantial while maintaining price points that encourage frequent visits. <\/p>\n Wishnow said the company monitors packaging, ingredient sourcing and competitor pricing closely because small cost shifts affect margins quickly in a growing system.<\/p>\n \u201cThe business is of pennies,\u201d she said. \u201cYou gotta hold the penny captive.\u201d<\/p>\n The menu focuses on familiar salads built to satisfy, with portion sizes that leave customers full enough to treat the meal as a true substitute for traditional fast food.<\/p>\n
![\"Greenlane](\"https:\/\/www.newsbeep.com\/us-fl\/wp-content\/uploads\/2026\/02\/Untitled-1-2026-02-17T153317.014-1000x563.jpeg\")
Greenlane\u2019s drive-thru-only model centers on quick pickup, a format co-owner Erica Spector Wishnow said helps keep labor costs lower.<\/p>\n