2004
70
$400,000
$35,000
$600,000
No
Imagine a fast-casual restaurant where freshness is not a buzzword but a daily reality. That’s the promise of Café Zupas, a culinary concept that brings made-from-scratch soups, salads, sandwiches (and yes, a signature chocolate-dipped strawberry) into a friendly, modern environment. With rising consumer demand for “better-for-you” dining, Café Zupas positions itself uniquely: it bridges the gap between full-service quality and fast-service convenience, delivering premium ingredients and fresh flavor in a streamlined format.
For a prospective franchise investor in the USA, this brand offers not only a compelling menu but a brand ethos rooted in quality, transparency, and operational efficiency. The open-kitchen design lets guests see the preparation of more than 200 high-quality ingredients daily, reinforcing trust, authenticity, and repeat business.
In short, Café Zupas is more than a restaurant—it’s a lifestyle brand that meets consumers where they are: busy, health-conscious, and looking for real flavor without compromising speed or convenience.
Strong value proposition: With rising consumer emphasis on fresh, healthy, and transparent dining, Café Zupas stands out with its “house-made” dressings, soups, and open-kitchen concept.
Growing brand momentum: The brand has shown consistent expansion and investment in infrastructure, positioning it for scalable national growth.
Operational efficiency: Café Zupas has developed its own tech-driven systems to minimize waste, optimize supply, and streamline operations.
Unique niche: Unlike typical burger-and-fries chains, this concept targets the “fresh, made-today, better-for-you” fast-casual market segment, which continues to grow rapidly.
Guest loyalty and appeal: The combination of variety, flavor, and quality creates a strong base for repeat customers and catering sales.
Established Year: 2004
Headquarters: Salt Lake City, Utah, USA
Founders: Rob Seely and Dustin Schulties
Industry Category: Fast-Casual Restaurant (Soups, Salads, Sandwiches & Catering)
Franchise Type: Fast-Casual / Health-Focused Dining
Company Overview:
Café Zupas was founded in 2004 in Provo, Utah, by entrepreneurs Rob Seely and Dustin Schulties, who both came from technology and systems-based business backgrounds. Their goal was to redefine fast-casual dining by offering food made from scratch daily — using fresh, real ingredients — served in a warm, inviting atmosphere. What started as a local Utah concept quickly grew into a beloved regional chain that blends health, flavor, and speed in one dining experience.
The founders’ unique approach combined technology-driven systems with culinary innovation. Each Café Zupas location prepares its soups, salads, and sandwiches fresh every day, featuring over 200 premium ingredients, house-made dressings, and signature desserts — including its well-known chocolate-dipped strawberry served with every meal.
Ownership and Expansion:
Café Zupas remains privately held, with investment backing from KarpReilly, LLC, a growth-oriented private equity firm that supports emerging restaurant concepts. This partnership helped the company accelerate its U.S. expansion and refine its operational model for franchising.
The brand has since evolved into one of the most admired fast-casual restaurant chains in the Mountain West and Southwest regions. Its open-kitchen concept, health-forward menu, and focus on guest experience have helped it stand out in an increasingly competitive segment.
Franchise Units and Market Presence:
Café Zupas currently operates over 70 restaurant locations across multiple U.S. states, including Utah, Arizona, Nevada, Minnesota, and Idaho, with continued growth into new metropolitan markets such as Phoenix, Denver, and Las Vegas. The company’s expansion strategy emphasizes regional clusters to ensure operational efficiency, strong supply chains, and consistent guest satisfaction.
Brand Philosophy:
At the heart of Café Zupas is a belief that great food starts with great ingredients and care in preparation. Every recipe is crafted from scratch, and each team member plays a role in delivering both nourishment and hospitality. The open kitchen design showcases transparency, while the fast-casual format appeals to modern consumers seeking quick, high-quality, and health-conscious meals.
Industry Positioning:
Café Zupas is part of the rapidly growing “fresh fast-casual” dining segment, competing with brands like Panera Bread and Freshii but differentiating itself through its scratch-made kitchens, bold global flavors, and daily-prepared ingredients. Its business model is built on balancing operational efficiency with a handcrafted dining experience — giving franchisees a brand that’s both scalable and community-friendly.
Future Growth Plans:
Café Zupas continues to strengthen its footprint across the United States through both company-owned and franchised units. The brand’s future growth strategy focuses on expanding into high-traffic suburban areas, retail plazas, and lifestyle centers where consumer demand for healthy, quick dining options continues to rise.
When you invest in a Café Zupas franchise, you receive comprehensive support at every stage of your journey.
Pre-Launch Support
Assistance with site selection, lease negotiation, and location demographics.
Store design and construction guidance, ensuring consistent brand standards.
Supplier setup and access to the company’s approved vendors and product lists.
Training & Onboarding
In-depth training for franchise owners and management covering daily operations, food safety, kitchen systems, and guest service.
Hands-on operational experience inside a certified Café Zupas training store.
Introduction to proprietary tech systems that streamline ordering, forecasting, and inventory control.
Marketing & Launch Support
Grand-opening marketing campaigns, local PR, and social media strategies.
Access to the brand’s national marketing programs, promotional materials, and loyalty platforms.
Community engagement programs such as local fundraising partnerships and event-based promotions.
Ongoing Support
Regular operational updates and menu innovations.
Continuous training opportunities and refresher programs.
Technology updates, analytics dashboards, and performance reviews.
Regional support teams to help franchisees manage operations, marketing, and customer experience.
From site selection to grand opening and beyond, Café Zupas ensures franchisees have the tools and expertise to thrive.
Café Zupas seeks franchise partners who combine business acumen with a genuine passion for hospitality and community connection.
The ideal candidate typically:
Has prior experience in business management, retail, or food service operations.
Values consistent systems, customer satisfaction, and operational excellence.
Possesses strong leadership skills and can build, train, and motivate teams.
Demonstrates financial capability to invest and sustain early operations.
Shares the brand’s values of quality, transparency, and community involvement.
Targets high-traffic suburban or urban areas with a strong health-conscious demographic.
Both single-unit owner-operators and multi-unit investors can succeed with Café Zupas, depending on their growth goals and management structure.
| Financial Category | Estimated Amount (USD) | Description |
|---|---|---|
| Total Initial Investment | $400,000 – $600,000 | Complete setup cost including construction, equipment, and pre-opening expenses. |
| Minimum Liquid Capital Required | $200,000 – $250,000 | Recommended available cash or easily accessible funds to qualify. |
| Franchise Fee | $35,000 – $45,000 | One-time fee granting franchise rights and initial training access. |
| Royalty Fee | 5 – 6% of gross sales | Ongoing fee to support brand operations, systems, and field support. |
| Marketing/Brand Fund Contribution | 2 % of gross sales | National and regional marketing, digital advertising, and promotions. |
| Leasehold Improvements & Build-Out | $150,000 – $250,000 | Construction, fixtures, furniture, décor, and signage setup costs. |
| Equipment & Kitchen Setup | $75,000 – $120,000 | Cooking equipment, POS systems, refrigeration, prep areas, and utensils. |
| Initial Inventory | $15,000 – $25,000 | Opening food supplies, ingredients, packaging, and uniforms. |
| Training & Opening Support | $10,000 – $15,000 | Management and staff training, launch assistance, and materials. |
| Grand Opening Marketing | $10,000 – $20,000 | Local marketing, events, digital promotions, and PR for opening week. |
| Working Capital (First 3 Months) | $50,000 – $100,000 | Operating funds for payroll, utilities, rent, and contingencies. |
| Average Annual Revenue (AUV) | $800,000 – $900,000 | Estimated annual gross sales based on brand benchmarks. |
| Expected ROI Period | 2 – 4 Years | Average time to recover initial investment (varies by location and performance). |
| Potential Revenue Streams | Multiple | Dine-in, takeout, catering, delivery, and digital app orders. |
