Z!Eats Features Wider Variety of Fresh Menu Options Curated to Appeal to Gen Z
Zoup!, the fast-casual brand focused on wholesome, innovative soups, is rebranding as Z!Eats with an expanded menu and redesigned kitchen. The Zoup! rebranding aims to showcase a wider variety of fresh menu options, and provide a more efficient and enjoyable customer experience, says Kelly Roddy, CEO of WOWorks, which acquired the brand in 2022.
The first stand-alone Z!Eats restaurant recently opened in Atlanta, with more restaurants under construction across the country including the next one to open in Fairfax, Va. The nationwide rebrand of all Zoup! locations is scheduled for completion this year.
“This transition isn’t just about changing signs; it’s about embracing a new identity while staying true to our core values,” Roddy says. “The inspiration behind expanding our menu beyond soup came from a desire to offer our customers a wider range of options to choose from. Our development process involved carefully curating new menu items that still reflect our brand’s commitment to quality and flavor.”
There are many reasons to rebrand a franchise and changing industry trends is one of them. An increased demand for healthier dining options is a key factor driving the growth of fast-casual restaurants, according to research. The global fast-casual restaurants market size was valued at $169.92 billion in 2022 and estimated to increase at a combined annual growth rate of 10.2% to $407.26 billion by 2031, according to Straits Research, which reported that North America has the largest share of the global market.
More Healthy Options
Z!Eats’ expanded menu introduces additional high-quality ingredients and “craveable” entrees, Roddy says, that empower customers to customize their dining experience based on their individual preferences for health and indulgence. Diners can choose from a variety of nutritious options and for those moments when a bit of indulgence is desired. These include:
- Mac ‘n’ cheese that’s now baked to create a crispy, caramelized white cheddar topping.
- New jalapeño popper mac featuring three options: roasted jalapeños, crispy jalapeños and jalapeño ranch.
- New flatbread category with thin, crispy and high-quality toppings including chicken bacon jalapeno ranch.
- Slow-roasted pork now featured in barbecue pork mac, Southwest pork carnitas salad, Cubano sandwiches and barbecue pork flatbread.
- A fresh take on salad with new high-quality ingredients including fresh mozzarella and roasted tomatoes in the new Caprese salad, and candied walnuts and goat cheese in the cranberry Sonoma salad, plus new salad dressings such as Fuji apple cider vinaigrette and creamy garlic herb dressing.
- New sandwiches including the hot Italian sandwich with spicy cherry pepper relish, and the pepperjack turkey crunch sandwich with Miss Vickie’s jalapeno chips and house-made jalapeno ranch dressing.
- Soup flights or “Shooters,” a concept designed to give customers a sampling of Z!Eats various soups.
“We understand that high-quality food lies at the heart of nourishing the soul,” says Roddy. “This new direction allows us to uphold our core values while adapting to the evolving landscape of the restaurant industry. Through our fresh menu and vibrant aesthetic, our goal is to evoke joy and inspiration for our guests throughout their dining experience, fostering an environment where they feel genuinely welcomed and at home.”
Adding Gen Z Appeal
The Zoup! rebranding process involved extensive research into contemporary consumers’ tastes and preferences, resulting in nutritious and flavorful menu choices specifically curated for the Gen Z demographic, Roddy says. “For over 25 years, Zoup! has reigned as an industry leader in creative soups, and the Z!Eats menu represents an extension of our soup heritage to a diverse range of options tailored for the next generation of fast-casual food enthusiasts,” he says.
The Zoup! rebranding also caters to a younger demographic by incorporating modern, vibrant décor and a focus on social media and digital marketing channels, Roddy says. “The letter Z has a lot of movement and energy, and our restaurant design has that same level of movement and energy. This plays a key role in attracting and engaging with younger customers who value a trendy and innovative dining experience,” he says.
A new kitchen layout also improves efficiency and service time, and is optimized to reduce labor costs and provide a platform to service the demands of third-party delivery services, Roddy says. “From kitchen upgrades to front-of-house innovations like self-order kiosks, every aspect of our rebrand is carefully crafted to enhance the overall dining experience.”
Z!Eats Franchise Growth Strategy
The Z!Eats franchise growth strategy targets key markets for expansion across the country, specifically in areas with high demand for fast-casual dining options and a strong customer base that aligns with brand values, Roddy says.
With some 70 current locations, the appeal of the Z!Eats rebranding creates potential for expansion to 500 restaurants nationwide over the next five years, WOWorks Chief Development Officer Brian Farris says.
Looking ahead, the long-term goals for Z!Eats under the WOWorks umbrella include continued expansion, innovation in menu offerings and a focus on sustainability and community engagement, Roddy says. “We see the brand evolving by staying true to our core values while adapting to changing consumer preferences and dining trends.”
In addition to Z!Eats, the WOWorks umbrella of franchise brands includes Saladworks, Frutta Bowls, Barberitos, and Garbanzo Mediterranean Fresh. For more information, please visit https://woworksusa.com.
