Established
2018
Franchise Units
4
Minimum Investment
$132,900
Franchise Fee
$30,000
Total Investment Range
$296,000
Home Based
No
Description
In a world where late-night cravings and conscious eating often collide, MidnighTreats has emerged as the ultimate bridge. We aren’t just another cookie shop; we are a high-energy, mission-driven dessert destination that is redefining what "plant-based" looks and tastes like. Known for our massive, "Monster-sized" cookies—averaging a hefty 1/3 pound each—we’ve built a reputation for delivering a crisp exterior and a gooey, chewy center that leaves even the most devoted dairy-lovers questioning everything they knew about vegan sweets.
From our humble beginnings in a family kitchen to becoming a viral sensation across the DMV (D.C., Maryland, Virginia) area, MidnighTreats has positioned itself at the forefront of the $11 billion cookie industry. Our brand is built on a simple yet powerful ethos: "Be Kind. Spread Love. Eat Cookies." We cater to a diverse demographic—from Gen Z college students pulling all-nighters to families seeking ethically sourced treats—ensuring our market positioning is both inclusive and incredibly resilient. As the first 100% plant-based cookie franchise in the United States, we offer investors a unique "first-mover" advantage in the booming specialty food sector.
Background
Founded: 2018
Franchising Since: 2024
Founders: Johnny Nguyen & Diana Nguyen
Active Units: 4
Category: Food & Beverage / Specialty Desserts
The MidnighTreats story began in Johnny Nguyen’s mother’s kitchen in Vienna, Virginia, shortly after his graduation from James Madison University. Frustrated by the lack of late-night food options that aligned with a kinder, plant-based lifestyle, Johnny began perfecting a recipe that would eventually disrupt the industry. Alongside Diana Nguyen, who left her career in education to fuel the brand’s mission, the duo transformed a local startup into a multi-location powerhouse. Today, the brand has a strong presence in Alexandria, Arlington, and College Park, with a nationwide shipping arm that serves all 50 states.
Support Training
1. Pre-Launch Support
Site Selection: We assist in identifying high-traffic locations, particularly near universities and vibrant urban centers.
Build-Out Guidance: Expert advice on store design to ensure that signature "MidnighTreats" vibe.
2. Operational Training
The "Cookie Dealer" Academy: Intensive training for you and your leads on our proprietary mixing and baking techniques.
Inventory Management: Access to our vetted supply chain for high-quality, sustainable ingredients.
3. Marketing & Brand Growth
Social Media Playbook: Strategies to leverage social platforms and access to our "Midnight Ambassador" program.
Grand Opening Blitz: A localized marketing plan to ensure a line out the door on Day 1.
4. Ongoing Assistance
Product Innovation: Continuous R&D for seasonal flavors and new plant-based beverage offerings.
Field Support: Regular check-ins and operational audits to ensure your unit hits peak performance.
Ideal Candidate
The Community Connector: Someone who loves interacting with people and wants their shop to be a local "third space."
Mission-Driven Entrepreneurs: You don't have to be vegan, but you must believe in the power of plant-based food to change the world.
Operational Mindset: Experience in food service or retail management is preferred but not required. You must be comfortable managing a fast-paced team.
Financial Capability: Investors should have the liquidity to cover initial startup costs and early-stage working capital.
Location Preference: We are currently focusing on high-density areas, college towns, and mixed-use developments across the USA.
Financial Detail
| Financial Category | Estimated Amount / Requirement |
| Minimum Liquid Capital | $75,000 |
| Initial Franchise Fee | $30,000 |
| Total Initial Investment | $132,900 – $296,000 |
| Royalty Fee | 5% of Gross Sales |
| Marketing / Ad Fund Fee | 1% – 2% of Gross Sales |
| Infrastructure & Equipment | Included in Initial Investment (Ovens, mixers, POS) |
| Working Capital | Recommended 3–6 months of operating costs |
| Franchise Term | 10 Years (Renewable) |
| Expected ROI | Market dependent; high margins on plant-based ingredients |
| Break-Even Time | Target range of 18–24 months |
| Primary Revenue Streams | In-store retail, 3rd-party delivery, and local catering |