Element Fresh plans Asian franchise roll-out

Chinese international restaurant brand Element Fresh plans to grant development rights to franchisees across Asia, with an initial focus on Hong Kong, Japan, Thailand and Singapore.

Founded in 2002, the group has nearly 40 restaurants in China, mainly in Beijing and Shanghai.

It forecasts 80 outlets across China by 2020 while it moves to franchise in key countries across Asia.

“We seek retail-focussed companies that view our cosmopolitan brand as complementing their existing portfolio and aligned with their business strategy,” says Element Fresh international franchising director Paul Barbone. “Our systems and operations have been fine-tuned and engineered to ease the start-up process through to multi-unit management.”

Most of the brand’s dishes incorporate superfoods, with the seasonal menu innovation cycle giving diners the chance to try innovative ingredients.

“We are passionate about fresh food, great taste and quality ingredients, making ‘eating right’ easy for our guests,” says CEO Frank Rasche. “People from dozens of countries come to us every day for our diverse menu and seasonal touches.”

Recent examples include Salmon & Warm Buckwheat Salad, plus the Spicy BBQ Chicken Cobb salad that includes avocado chunks and chimichurri ranch dressing.

Element Fresh has also just launched www.elementfresh.org, which details the advantages and benefits for franchise partners while showcasing its latest restaurant prototype.

Barbone says the website offers information and videos for potential franchise partners. He plans to visit key markets in the coming months to meet with qualified groups, with the goal of having outlets open in select key cities by the second half of next year.

Founded in Shanghai in 2002, Element Fresh is known for its gourmet salads and made-to-order fruit juices and smoothies, its diverse international menu including American-style breakfasts, and its casual dining ambience and service.