Established
1995
Franchise Units
50
Minimum Investment
$250,000
Franchise Fee
$30,000
Total Investment Range
$500,000
Home Based
No
Description
The Muscle Maker Grill franchise represents one of the most established and recognizable brands in the fast-casual healthy dining segment in the United States. Built around the idea that nutritious food should be flavorful, affordable, and convenient, Muscle Maker Grill has successfully bridged the gap between fitness-focused meals and mainstream fast-casual dining.
At a time when American consumers are actively reducing processed foods, watching macros, and demanding transparency in ingredients, Muscle Maker Grill stands out as a brand that anticipated the trend early and evolved with it. The menu focuses on grilled lean proteins, fresh vegetables, whole grains, low-carb options, and customizable meals that appeal equally to athletes, busy professionals, families, and health-conscious diners.
From urban neighborhoods and college towns to suburban retail corridors, the brand has demonstrated strong adaptability across diverse U.S. markets. With flexible store formats, a robust digital ordering ecosystem, and a loyal customer base driven by lifestyle alignment rather than food fads, Muscle Maker Grill is positioned as a scalable, future-ready franchise opportunity for serious investors seeking long-term growth in the wellness-driven food sector.
Why Invest in the Muscle Maker Grill Franchise?
Investing in Muscle Maker Grill offers a compelling blend of brand longevity, category leadership, and alignment with powerful consumer trends.
The U.S. healthy fast-casual market continues to outperform traditional quick-service restaurants, driven by rising demand for protein-forward meals, calorie-conscious dining, and functional nutrition. Muscle Maker Grill benefits directly from this shift, having built its brand identity around health and performance long before it became mainstream.
Key reasons investors are drawn to this franchise include:
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Strong brand recognition in the health-focused dining segment
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Proven fast-casual model with dine-in, takeout, delivery, and catering revenue streams
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Menu flexibility that supports macro-counting, fitness lifestyles, and everyday healthy eating
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Scalable footprint with multiple store formats and reduced kitchen complexity
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Growing digital and third-party delivery sales contributing to higher average order values
Background
Established Year: 1995
Muscle Maker Grill was founded in 1995 by Robert E. Morgan, a former competitive bodybuilder who identified a major gap in the U.S. foodservice market. At the time, consumers seeking healthy, protein-rich meals had very limited options outside of home cooking. Morgan envisioned a restaurant concept that delivered fresh, nutritious, performance-driven meals without sacrificing taste, speed, or affordability.
What began as a niche concept catering primarily to fitness enthusiasts and athletes quickly gained traction among a broader audience. As awareness around clean eating, balanced nutrition, and active lifestyles grew in the United States, Muscle Maker Grill evolved into a mainstream fast-casual brand appealing to professionals, students, families, and health-conscious diners alike.
Brand Journey & Company History
During its early years, Muscle Maker Grill focused on perfecting its menu and operational systems, emphasizing grilled lean proteins, fresh vegetables, whole grains, and customizable meal options. The brand expanded steadily, refining its positioning as a “better-for-you” fast-casual restaurant well before health-focused dining became a national trend.
As consumer demand for transparency, calorie-conscious meals, and protein-forward menus increased, Muscle Maker Grill strengthened its relevance by introducing expanded menu categories, modern store designs, and digital ordering capabilities. This evolution allowed the brand to compete effectively with both traditional quick-service restaurants and emerging health-food chains.
Ownership & Franchise Development
Muscle Maker Grill operates under Muscle Maker, Inc., which oversees brand strategy, franchising, menu innovation, supply chain partnerships, and national marketing initiatives. The company adopted franchising as a growth model to scale efficiently while maintaining brand standards and operational consistency across markets.
Franchise Active Units
Muscle Maker Grill currently operates 50+ active franchise and corporate locations across the United States. These units are strategically located in a mix of urban centers, suburban retail corridors, college towns, and high-traffic lifestyle districts. The brand follows a controlled expansion strategy, prioritizing unit performance, franchisee profitability, and long-term market sustainability over rapid saturation.
Market Presence in the USA
With nearly three decades of operating history, Muscle Maker Grill has established a recognizable presence within the U.S. healthy fast-casual segment. The brand benefits from strong consumer alignment with wellness, fitness, and balanced nutrition trends, supported by a loyal customer base and growing digital engagement.
Industry Category
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Healthy Fast-Casual Restaurants
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Better-For-You Dining Concepts
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Protein-Focused & Lifestyle-Based QSR
Support Training
Muscle Maker Grill offers a comprehensive franchise support system designed to guide franchisees from site selection through long-term operations.
Pre-Launch Support
Franchisees receive assistance with market analysis, site selection guidance, lease review support, and restaurant layout planning. The corporate team helps evaluate trade areas to ensure optimal visibility, traffic flow, and demographic alignment.
Training Program
New franchise owners participate in a structured training program covering operations, food preparation, quality control, labor management, and customer service standards. Training includes both classroom instruction and hands-on experience at certified training locations.
Operational Support
Ongoing operational guidance includes standardized recipes, kitchen workflows, food safety protocols, vendor relationships, and inventory systems. Franchisees benefit from proven processes that reduce waste, maintain consistency, and support profitability.
Marketing & Brand Support
Corporate provides national and regional marketing strategies, digital advertising frameworks, loyalty program integration, and social media guidance. Franchisees also receive local store marketing tools to drive community engagement, grand openings, and repeat business.
Ongoing Business Support
Dedicated franchise support managers assist with performance reviews, operational optimization, menu rollouts, and growth planning. Continuous innovation ensures franchisees stay competitive as consumer preferences evolve.
Ideal Candidate
The ideal Muscle Maker Grill franchisee is a motivated entrepreneur or investor who believes in health-focused dining and values structured systems.
This opportunity is well-suited for:
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Multi-unit operators seeking diversification into the healthy fast-casual category
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Owner-operators with restaurant, hospitality, or retail experience
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Business professionals looking for a scalable franchise with strong brand support
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Fitness-oriented or wellness-focused entrepreneurs aligned with the brand mission
Franchisees should have strong people-management skills, a hands-on or semi-absentee mindset, and the financial capacity to support initial investment and early operating expenses. Ideal locations include high-traffic retail areas, lifestyle centers, college towns, and suburban markets with health-conscious demographics.
Financial Detail
| Financial Component | Estimated Details (USD) |
|---|---|
| Total Investment Required | $250,000 – $500,000 |
| Minimum Investment Required | ~$250,000 |
| Initial Franchise Fee | $30,000 – $40,000 |
| Franchise Units | Single-unit & multi-unit opportunities available |
| Infrastructure / Build-Out Cost | $120,000 – $250,000 (varies by location, size, and lease conditions) |
| Equipment & Fixtures | $50,000 – $90,000 |
| Initial Inventory & Supplies | $10,000 – $20,000 |
| Marketing & Grand Opening Budget | $8,000 – $15,000 |
| Working Capital (3–6 months) | $30,000 – $60,000 |
| Royalty Fee | ~6% of gross sales |
| Brand / Marketing Fund Contribution | ~2% of gross sales |
| Technology / POS Fees | As required by system vendors |
| Estimated Break-Even Period | 18 – 30 months |
| Expected ROI | Market-dependent; optimized locations can achieve strong cash-on-cash returns |
| Primary Revenue Streams | Dine-in, takeout, online ordering, delivery, catering, meal prep |