2015
1
$269,900
$25,000
$456,400
No
Benjie's Munch is redefining comfort food with a global twist.Founded by Chef Benjie De Los Santos in 2015, the brand began as a food truck in San Antonio, Texas, and quickly gained a loyal following.By 2017, the first brick-and-mortar location opened, offering a menu that blends American classics with international flavors.The concept, dubbed "New American Global Comfort Food," emphasizes fresh, seasonal ingredients and bold, nostalgic flavors.Benjie's Munch has garnered local acclaim, including winning the San Antonio Grilled Cheese Festival in 2018.The brand's commitment to quality and innovation has positioned it as a standout in the competitive comfort food market.
Investing in a Benjie's Munch franchise offers:
Proven Concept: A unique menu that resonates with a wide audience.
Brand Recognition: Established presence in San Antonio with positive customer reviews.
Flexible Formats: Options for both mobile units and brick-and-mortar locations.
Comprehensive Support: Training and ongoing assistance to ensure franchisee success.
Scalability: Potential for growth in various U.S. markets.
1. Establishment and Founding:
Benjie’s Munch was founded in 2015 by Chef Benjie De Los Santos. It started as a food truck in San Antonio, Texas, bringing a unique twist to comfort food by blending classic American favorites with international flavors. The brand quickly gained a loyal following for its innovative menu and high-quality ingredients.
2. Brick-and-Mortar Expansion:
By 2017, the brand opened its first brick-and-mortar location, solidifying its presence in the local market. The restaurant emphasized a “New American Global Comfort Food” concept, combining fresh, seasonal ingredients with bold, nostalgic flavors that appeal to a wide range of customers.
3. Franchising Journey:
After years of local success, Benjie’s Munch began franchising in 2022, offering both brick-and-mortar and mobile unit franchise opportunities. This expansion allowed entrepreneurs to leverage a proven concept with growing brand recognition in the quick-service restaurant (QSR) sector.
4. Ownership and Corporate Structure:
Benjie’s Munch is privately owned, with corporate headquarters in San Antonio, Texas. The founder, Chef Benjie, continues to oversee the brand’s culinary direction and operational standards to maintain quality and consistency across locations.
5. Industry Category and Market Presence:
The brand falls under the Quick Service Restaurant (QSR) industry, specializing in comfort food with a global flair. While it is currently growing its footprint in Texas, the franchise has potential for expansion across other U.S. markets due to its flexible concept and menu appeal.
6. Recognition and Awards:
The brand has earned local acclaim, including winning the San Antonio Grilled Cheese Festival in 2018, showcasing its commitment to high-quality food and culinary innovation.
7. Brand Journey and Vision:
From a single food truck to a growing franchise, Benjie’s Munch has followed a customer-focused, quality-driven growth model. The brand’s vision is to become a nationally recognized comfort food franchise while maintaining the freshness, creativity, and personalized service that made it successful locally.
Benjie’s Munch is committed to the success of its franchisees and offers comprehensive support at every stage of the business, from pre-launch to ongoing operations.
1. Pre-Launch Support:
Before opening, franchisees receive guidance on:
Site Selection & Lease Negotiation: Assistance in choosing the optimal location based on market research, foot traffic, and demographics.
Restaurant Layout & Design: Support in designing the restaurant or mobile unit to align with brand standards, ensuring operational efficiency and aesthetic appeal.
Equipment & Supply Procurement: Help sourcing kitchen equipment, furniture, and approved suppliers to maintain consistent quality.
Initial Marketing & Grand Opening: Strategies for pre-launch promotion, including social media campaigns, local PR, and grand opening events to attract customers from day one.
2. Operational Training:
Franchisees receive hands-on training to manage day-to-day operations effectively:
Menu Preparation & Quality Standards: Step-by-step instruction on preparing signature dishes, portion control, and presentation to maintain brand consistency.
Customer Service Training: Techniques to deliver excellent customer experiences that reflect the Benjie’s Munch brand promise.
Inventory Management & Cost Control: Guidance on stock management, reducing waste, and optimizing operational efficiency.
3. Marketing & Promotional Support:
Digital Marketing: Guidance on social media strategy, online ordering, SEO, and local online campaigns.
Promotional Materials: Access to professionally designed templates, posters, and digital assets for promotions and seasonal campaigns.
Brand Campaigns: Inclusion in national or regional marketing initiatives to enhance brand visibility.
4. Ongoing Support:
Benjie’s Munch provides continuous support to help franchisees grow:
Field Support Visits: Regular visits by corporate representatives to ensure standards are met and operational challenges are addressed.
Menu Development & Innovation: Updates on new recipes, seasonal menus, and culinary trends to keep offerings fresh and competitive.
Problem Solving & Consultation: Access to a dedicated support team for operational, financial, or marketing questions.
5. Academic & Development Programs:
Workshops & Webinars: Regular training sessions on advanced operational strategies, customer engagement, and leadership.
Franchisee Networking: Opportunities to connect with other franchise owners to share best practices and insights.
6. Technology & Systems Support:
Point-of-Sale (POS) Training: Implementation and training on the proprietary POS system for order management, reporting, and inventory tracking.
Business Analytics Tools: Access to reporting and analytics tools to monitor sales performance, track trends, and make informed business decisions.
Benjie’s Munch is looking for franchise partners who are passionate, motivated, and business-savvy, capable of upholding the brand’s high standards and expanding its presence in the U.S. market.
1. Passion for Food & Culinary Creativity:
Franchisees should have a genuine love for comfort food and innovative culinary experiences.
An appreciation for the brand’s unique blend of classic American favorites with global flavors is essential.
Enthusiasm for creating memorable dining experiences and delighting customers is highly valued.
2. Business Acumen & Operational Skills:
Ideal candidates should possess experience in managing a business or restaurant operations, though first-time owners with strong motivation and willingness to learn are also considered.
Skills in inventory management, staff supervision, budgeting, and customer service are important for running a profitable franchise.
Franchisees should demonstrate strategic thinking and problem-solving ability to adapt to market dynamics.
3. Customer-Focused & Community-Oriented:
The best franchisees are dedicated to delivering excellent customer experiences, ensuring the brand’s reputation remains strong.
Engagement with the local community through events, partnerships, and promotions is encouraged to build brand loyalty.
4. Financial Capacity & Investment Capability:
Franchisees must have the financial resources to meet investment requirements, including franchise fees, startup costs, and working capital.
Responsible financial management is essential to maintain operations, support marketing, and achieve a strong return on investment.
5. Leadership & Team Management:
Ability to hire, train, and manage a team effectively is critical.
Franchisees should foster a positive work culture that aligns with Benjie’s Munch values, ensuring motivated staff and excellent customer service.
6. Location & Market Commitment:
Franchisees should have a clear understanding of the local market and a willingness to commit to long-term growth in their territory.
Flexibility to operate either a brick-and-mortar restaurant or mobile unit depending on market potential.
7. Personal Attributes:
Entrepreneurial spirit with a drive to grow the business.
Adaptable and resilient, able to navigate challenges in a competitive quick-service restaurant (QSR) industry.
Passionate about brand consistency, maintaining the quality, service, and operational standards that define Benjie’s Munch.
| Category | Brick-and-Mortar Location | Mobile Unit / Food Truck |
|---|---|---|
| Total Investment Required | $269,900 – $456,400 | $99,950 – $154,500 |
| Franchise Fee | $25,000 | $19,900 |
| Royalty Fee | 6% of gross sales | 6% of gross sales |
| Net Worth Requirement | $19,000 – $25,000 | $19,000 – $25,000 |
| Cash Requirement | $19,000 – $25,000 | $19,000 – $25,000 |
| Infrastructure / Build-Out Costs | $150,000 – $300,000 | $50,000 – $100,000 |
| Marketing & Advertising Budget | $10,000 – $25,000 | $5,000 – $15,000 |
| Working Capital | $20,000 – $40,000 | $10,000 – $20,000 |
| Expected ROI | 20% – 30% annually (varies by location) | 15% – 25% annually (varies by events & sales) |
| Break-Even Time | 12 – 24 months | 8 – 18 months |
| Potential Revenue Streams | In-store sales, catering, merchandise, special events | Event-based sales, catering, local partnerships, private events |
