An eatery that began as a walk-up counter in Midtown Manhattan in 2011 is looking to expand with a new prototype.
Melt Shop has opened a new location at The Westchester, a Simon Mall in downtown White Plains, New York. The sleek, modern format will serve as the prototype the company plans to use for all its mall locations moving forward.
Since the announcement of the company’s franchise program in late 2017, Melt Shop has signed agreements to develop 28 restaurants in key Northeast and Mid-Atlantic markets, as well as the Middle East. The company debuted in Kuwait in January and has opened two of seven planned franchise locations in the market.
The Westchester location is corporate owned.
“While we are looking to grow our footprint through franchising, we also feel it’s important to continuously invest our capital into new corporate restaurants,” said Spencer Rubin, founder & CEO of Melt Shop. “It’s part of our commitment to maintaining the authenticity of our brand, as well as the commitment we’ve made to our franchise partners that we’re in this with them.”
Melt Shop is a part of Aurify Brands, a company that describes itself as equal parts hospitality group and restaurant incubator.