Soup consumption is on the rise in the Unite States, according to Euromonitor International. This growth is being driven by increased availability of more flavorful, gourmet soup options. The market's revenues are expected to increase by 8 percent between 2013 and 2018, and the soups most responsible for this trend will be those that attract the dollars of health-conscious customers. Soup franchise Zoup! has ridden the surging soup wave to nearly 70 restaurants in 15 states. The restaurant hopes to continue its momentum by targeting locations in Illinois, Michigan and Indiana just in time for winter.
October means openings
Oct. 16 saw two Zoup! locations open in the Great Lakes region, according to Flavor 574. The first is located in Mishawaka, Indiana, and the second store opened in Quincy, Illinois. Visitors will be able to enjoy access to a selection of 12 tasty soups, 10 rotated daily based on the store's archives of over 100 recipes. Fan favorites lobster bisque and chicken pot pie are prepared daily, rounding out the final two options for soup-hungry customers, said the Quincy Journal.
In addition to a wide selection of soups, Zoup! also sells premium sandwiches and salads. Customers are encouraged to take advantage of the franchise's "Take Two" deal, which offers a mix of two entrees. Vegetarian and gluten-free options are available and clearly labeled, in line with the franchise's health focus. General manager Chris Rodgers noted that the store has seen so much early success that new rounds of interviews were scheduled less than a week after opening day. Some part of this success can be attributed to the timing of the Zoup! expansion. The feel of chilly winds from Lake Michigan helps to put people in the mood for soup.
Just in time for New Year's
Residents of Portage, Michigan, won't have to wait long for a Zoup! location of their own, noted Michigan Live. A new Zoup! soup restaurant is set to open in town by the end of 2014. This franchise is the first for franchisees Kate and Mike Longman. The two chose Zoup! in an effort to expand the array of brands and restaurant flavors available in their neighborhood. Kalamazoo and its surrounding neighborhoods lack a staple soup franchise, and the Longman family hopes to fill this niche with its new franchise venture.
Zoup!'s plan to focus its marketing on the Great Lakes area makes sense beyond preempting the fact that winter is coming. The brand began and is headquartered in Detroit, not too far from a large volume of its stores. Focusing on a single geographical region is an easy way to develop a ravenous local fan base before expanding franchising even further. Chains that have made the transition, such as Whataburger's journey from San Antonio local favorite to Southwest regional success, have done so by working through their franchise owners.