Craveworthy Brands made one move with New York coffee chain that put Starbucks on notice
The specialty coffee business has been heating up across America.
Smart money is chasing the hottest trends in the food and beverage space.
And Craveworthy Brands made one move with one New York Coffee chain that put Starbucks and the rest of the coffee industry on notice.
Craveworthy Brands swoops in on beloved New York coffee chain
The restaurant industry has been through some tough times lately with inflation hammering both customers and business owners.
But one sector that keeps growing stronger is specialty coffee.
Americans can’t seem to get enough of their daily caffeine fix – and they’re willing to pay premium prices for quality.
Craveworthy Brands just made a massive bet on that trend by partnering with Gregorys Coffee, the New York City institution that’s been fueling Manhattan hustlers since 2006.¹
The deal makes Craveworthy both an investor and managing partner in Gregorys, which operates more than 50 locations across the United States.
Craveworthy isn’t some fly-by-night operation either.
They’re the powerhouse behind Wing It On!, The Budlong, Krafted Burger + Tap, Big Chicken – the chain co-founded by basketball legend Shaquille O’Neal – and about a dozen other restaurant concepts.
CEO Gregg Majewski knows a winning formula when he sees one.
“The human element is at the core of everything we do at Craveworthy, and Gregorys is a brand with a true heartbeat,” Majewski explained. “Gregory has built something special: a cult following, a craft product and a clear identity.”²
The coffee market is absolutely exploding right now
The numbers behind this deal are staggering.
The U.S. specialty coffee market is projected to hit $81.8 billion by 2030 according to Grand View Research.³
And get this – 66 percent of American adults drink coffee every single day.⁴
That’s a lot of customers looking for their morning fuel.
Gregorys founder Gregory Zamfotis built something special over the past 19 years.
The company roasts its coffee by hand five days a week right in New York City.
Their customers – who call themselves “Gregulars” – are famously loyal to the brand.
“We built this family-oriented coffee brand for people who hustle hard and expect quality, without compromise,” Zamfotis said. “Our ‘Gregulars,’ our baristas, our roasters, our bakers, everyone is part of this story.”⁵
Zamfotis will stick around as President of the brand under the new partnership.
That’s smart business – you don’t mess with what’s working.
Franchising plans signal major national expansion
Here’s where things get really interesting.
Craveworthy plans to start franchising Gregorys locations in the fourth quarter of 2025.
That means this beloved New York coffee shop could soon be coming to a strip mall near you.
The specialty coffee business model is perfect for franchising.
High margins, repeat customers, and relatively low startup costs compared to full-service restaurants.
Plus coffee shops don’t need huge kitchen spaces or complicated equipment.
Josh Halpern, Craveworthy’s Chief Business Officer, has been a Gregorys customer since 2009.
“I’ve been a proud Gregorys customer since 2009, so this one’s personal,” Halpern admitted. “Getting to pour my energy into something that’s been part of my daily life for so long is incredibly fulfilling.”⁶
He pointed out that beverage concepts are red-hot right now.
“The beverage category is on fire right now. Consumers are looking for brands that show up with taste, authenticity and convenience, and Gregorys Coffee checks every single box,” Halpern added.⁷
The coffee wars are about to get serious
This partnership represents something bigger than just one company expanding.
It’s a signal that the coffee industry is ripe for consolidation and rapid growth.
Starbucks has dominated the market for decades, but there’s plenty of room for regional players to carve out their niches.
Gregorys has something most chains don’t – authentic New York street credibility and a product that’s actually made with care.
Their coffee gets roasted fresh in the city instead of shipped from some massive corporate facility.
That matters to customers who can taste the difference.
Majewski wrapped up the announcement with a bit of humor about all the “Gregs” involved in the deal.
“There are so many Gregs involved in this partnership, it really feels destined we’d end up partnering with a brand called Gregorys,” he said. “Beyond that, coffee IS culture, and together, we’re brewing something with staying power.”⁸
The timing couldn’t be better for this expansion.
Coffee consumption keeps climbing while Americans are cutting back on other restaurant spending.
A good cup of coffee is still an affordable luxury that most people won’t give up.
Kitchen Fund, Harborfield Management, and Branded Hospitality are all backing this play.
When that many smart money investors line up behind a deal, you know something big is brewing.
The specialty coffee market is about to get a lot more competitive.
¹ Craveworthy Brands, “Craveworthy Brands Invests and Becomes Managing Partner of Gregorys Coffee,” PR Newswire, August 8, 2025.
² Ibid.
³ Ibid.
⁴ Ibid.
⁵ Ibid.
⁶ Ibid.
⁷ Ibid.
⁸ Ibid.
