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Emerging Brands

Honeygrow to deliver a mini-sized concept

Fast-growing stir-fry and salad chain Honeygrow is adding a new brand to its fold, spinning off a scaled-down concept that features just three dozen ingredients, a bare-bones kitchen and a significantly smaller footprint than its predecessor.

Minigrow’s first location is slated to open this month in New York City, with nearly a half-dozen units scheduled to roll out in the coming year.

Like Honeygrow, Minigrow’s menu will also focus on customizable salads and noodle dishes; however, Minigrow customers will not order via touchscreen, but will follow traditional down-the-line ordering. And the spinoff will feature about 50 fewer SKUs than Honeygrow.

All cooking at Minigrow will be done via combi oven, with no fryers or large-scale exhaust hoods, according to the Philadelphia Inquirer.

Minigrow units will be about 1,800 square feet, while Honeygrow stores run about 2,500 square feet.

Honeygrow, which secured $20 million in funding last year, now operates 20 stores and had systemwide sales in 2016 of $19.7 million—up 121.3% from the previous year, according to Technomic data.

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