Established
2014
Franchise Units
50
Minimum Investment
$150,000
Franchise Fee
$40,000
Total Investment Range
$300,000
Home Based
No
Description
The Middle Spoon is a modern dessert café concept built around indulgence, consistency, and visual appeal. Known for its rich dessert menu and youth-centric café vibe, the brand has carved a strong identity in the premium dessert and café segment. From handcrafted waffles and pancakes to artisanal desserts, shakes, and comfort beverages, The Middle Spoon delivers an experience that blends taste, aesthetics, and repeatability—three critical drivers of success in today’s café economy.
Positioned at the intersection of indulgence and affordability, the brand appeals strongly to millennials, Gen Z consumers, families, and dessert enthusiasts looking for a reliable, Instagram-worthy café experience. Its menu is designed for broad appeal, fast preparation, and strong margins, making it a compelling franchise model for the competitive U.S. foodservice landscape. With growing global interest in dessert-focused cafés and experiential dining, The Middle Spoon is well-suited for urban centers, lifestyle malls, college towns, and high-footfall retail locations across the USA.
Why Invest in This Franchise?
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High-Demand Category: Desserts and café concepts continue to outperform traditional QSR formats, driven by impulse purchases and repeat visits.
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Strong Brand Identity: A recognizable name with a contemporary café look that resonates with younger demographics.
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Menu Built for Margins: Desserts and beverages typically offer higher gross margins compared to full-service food concepts.
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Scalable Format: Flexible store sizes make it suitable for malls, high streets, food courts, and mixed-use developments.
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All-Day Revenue Model: Performs well across lunch, evening, and late-night hours, unlike single-meal concepts.
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Operational Simplicity: Streamlined menu and standardized preparation processes reduce dependency on highly skilled labor.
Background
- Established Year: 2014
- Founders: The brand was started by entrepreneurs with a strong focus on food innovation, branding, and scalable café operations.
- Brand Journey: Beginning as a single café concept, The Middle Spoon expanded through a structured franchise model, refining its menu, store design, and operating systems to support multi-unit growth.
- Company History & Ownership: The brand operates under a centralized ownership structure that oversees product development, brand standards, and franchise growth.
- Market Presence: The Middle Spoon has built a strong footprint in its home market and is now positioned for international expansion, including the United States.
- Industry Category: Dessert Café / Casual Dining / Beverage & Sweets Segment.
- Franchise Active Units: 50+ locations (operational across multiple cities)
Support Training
The Middle Spoon franchise model is designed to support both first-time entrepreneurs and experienced multi-unit operators.
Pre-Launch Support
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Location analysis and site selection guidance
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Store layout planning and interior design standards
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Equipment specification and vendor sourcing support
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Assistance with licensing, compliance, and local regulations
Training Programs
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Comprehensive initial training covering operations, food preparation, hygiene, and quality control
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Staff training modules for service, upselling, and customer experience
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Manager-level training focused on inventory control, scheduling, and cost management
Operational Support
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Standard operating procedures (SOPs) for daily café operations
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Recipe standardization and portion control systems
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Supply chain coordination for key ingredients and branding materials
Marketing & Brand Support
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Brand launch strategy for new stores
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Digital marketing guidelines and promotional calendars
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Social media and local store marketing playbooks
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Ongoing brand campaigns and seasonal product launches
Ongoing Support
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Regular operational reviews and performance tracking
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New product development and menu refreshes
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Continuous training updates and franchisee communication
Ideal Candidate
The Middle Spoon is best suited for franchise partners who are passionate about food, hospitality, and brand-led businesses.
Ideal Candidates Include:
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Entrepreneurs seeking entry into the café or dessert segment
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Multi-unit operators looking to add a high-margin dessert brand to their portfolio
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Investors with experience in QSR, cafés, or retail food concepts
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Owner-operators who value customer experience and operational discipline
Key Traits:
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Strong business acumen and people-management skills
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Willingness to follow brand systems and operating standards
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Adequate capital for setup and working capital
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Preference for urban, suburban, or high-footfall lifestyle locations
Financial Detail
Figures may vary based on location, store size, and local market conditions.
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Total Investment Required: USD 150,000 – USD 300,000
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Minimum Investment: Approximately USD 150,000
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Franchise Fee: USD 25,000 – USD 40,000
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Infrastructure & Build-Out Cost: USD 70,000 – USD 140,000
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Equipment & Fixtures: USD 35,000 – USD 70,000
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Initial Marketing Budget: USD 10,000 – USD 20,000
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Working Capital: USD 20,000 – USD 40,000
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Royalty Fees: 5% – 7% of gross sales
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Expected ROI: Typically within 24–36 months
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Estimated Break-Even Time: 18–30 months
