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Emerging Brands

Struggling Muscle Maker Grill debuts a new concept

Healthy Joe’s, a fast casual serving food cooked in a 500-degree conveyer oven, opened in New York City.
Photograph courtesy of Healthy Joe's

The company behind struggling health-focused chain Muscle Maker Grill has launched a new fast-casual concept called Healthy Joe’s, the brand announced Monday.

Healthy Joe’s, which opened in New York City, serves menu items cooked in a 500-degree conveyer oven, including toasted bowls, “hot topped” salads, toasted subs and a plant-based sloppy Joe made with Impossible meatless protein. Healthy Joe’s is sourcing its bread from New York City bakery Orwashers and its baked goods from Oven Arts, a kosher bakery.

The restaurant sells flavored iced teas, lemonades with natural sweeteners and coffee. The unit is decorated with murals painted by students from a nearby community college.

In a news release, Muscle Maker Inc. noted the restaurant was its first Healthy Joe’s but did not lay out further expansion plans.

healthy joe's

Photograph courtesy of Healthy Joe's

Muscle Maker Grill, which has seen falling sales and has shrunk from 53 units to 39 in the past two years, is seeking an IPO that would raise approximately $6 million, according to federal securities documents filed last month. Two years ago, the New Jersey-based chain failed at its attempt to gain traction with a Regulation A+ mini IPO, raising less than $150,000 of its $20 million goal.

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