Irvine-based Wienerschnitzel is embarking on an expansion of its national restaurant presence, focusing on new formats through a franchise partnership with GoMart Inc. This collaboration aims to develop additional non-traditional restaurants over the next five years, marking a strategic move for the long-standing fast-food company. The initiative is part of Wienerschnitzel's broader strategy to integrate diverse restaurant formats into its operational footprint.
GoMart Inc., the new franchisee, is an established operator of travel plazas and convenience stores. The company is headquartered in West Virginia and manages a network of 123 stores across three states: West Virginia, Ohio, and Virginia. This partnership leverages GoMart's existing infrastructure and experience in high-traffic, convenience-driven retail environments.
The initial phase of this development will see GoMart Inc. construct two new Wienerschnitzel/Tastee-Freez drive-thru restaurants from the ground up. These first locations are planned for Kanawha City and Ghent, both situated in West Virginia. The selection of these sites aligns with the objective to establish a presence in strategic regional markets.
Beyond these initial two locations, additional sites are already in consideration as part of the ongoing collaboration between Wienerschnitzel and GoMart Inc. The Irvine company has recently explored and implemented different restaurant formats in various settings, including new locations within Walmart stores and on a U.S. military base. These efforts reflect a deliberate pivot towards more flexible and adaptable restaurant models to reach a wider customer base.
David Winter, Wienerschnitzel's Chief Development Officer, provided commentary on the strategic direction behind these new partnerships. Winter emphasized the value of collaborating with operators who possess a clear understanding of consumer behavior in fast-paced, convenience-driven environments. He noted the inherent flexibility of Wienerschnitzel's concept, which allows it to integrate effectively into such settings. Winter also highlighted the company's view of "significant potential" for future growth with this model, underscoring Wienerschnitzel's commitment to evolving its business model beyond traditional standalone restaurant designs.
Currently, Wienerschnitzel operates a substantial network of 340 franchised restaurants, spanning 13 states. The company maintains a notable position within its home region of Orange County, where it is recognized as the ninth largest restaurant chain. According to data compiled by Technomic Inc., Wienerschnitzel recorded systemwide sales totaling $359 million. The expansion with GoMart Inc. represents a further step in the company's continued growth and adaptation to changing market demands, ensuring its presence in diverse consumer settings.
