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From Shaq’s Chicken to Specialty Coffee
Craveworthy’s track record is impressive. They’re behind Wing It On!, The Budlong, Krafted Burger + Tap, and Big Chicken — the restaurant co-founded by NBA legend Shaquille O’Neal — among other concepts. CEO Gregg Majewski summed up why Gregorys was worth the leap:
“The human element is at the core of everything we do at Craveworthy, and Gregorys is a brand with a true heartbeat. Gregory has built something special: a cult following, a craft product and a clear identity.”
That “heartbeat” may be exactly what’s needed to shake up a coffee scene long dominated by corporate sameness.
The Market Is Ripe for Disruption
The specialty coffee sector isn’t slowing down. Research projects it will reach a staggering $81.8 billion in the U.S. by 2030. With two-thirds of American adults drinking coffee daily, the customer base is enormous — and loyal.
Founder Gregory Zamfotis has cultivated that loyalty over 19 years by sticking to quality and authenticity. As he put it:
“We built this family-oriented coffee brand for people who hustle hard and expect quality, without compromise. Our ‘Gregulars,’ our baristas, our roasters, our bakers, everyone is part of this story.”
Zamfotis isn’t going anywhere, either — he’ll remain President under the new partnership.
A National Expansion Plan
Here’s where it gets interesting: Craveworthy plans to start franchising Gregorys Coffee in late 2025. That means coffee lovers outside New York could soon be sipping the same brew that’s fueled Wall Street bankers, artists, and hustlers for nearly two decades.
With high profit margins, repeat customers, and lower startup costs compared to full-service restaurants, coffee shops are a franchising goldmine. And unlike Starbucks, Gregorys offers a New York authenticity that no corporate brand can buy.
Chief Business Officer Josh Halpern, a self-described longtime fan, made it personal:
“I’ve been a proud Gregorys customer since 2009, so this one’s personal. Getting to pour my energy into something that’s been part of my daily life for so long is incredibly fulfilling.”
He also pointed out that:
“The beverage category is on fire right now. Consumers are looking for brands that show up with taste, authenticity and convenience, and Gregorys Coffee checks every single box.”
The Coffee Wars Are Heating Up
For Starbucks, this move should be a warning shot. Gregorys has the local credibility, craft quality, and now the financial muscle to take on national competition. Coffee roasted in-house in New York City has a flavor and freshness that can’t be replicated by beans shipped from a corporate warehouse.
Majewski even joked about the partnership’s serendipity:
“There are so many Gregs involved in this partnership, it really feels destined we’d end up partnering with a brand called Gregorys. Beyond that, coffee IS culture, and together, we’re brewing something with staying power.”
With backing from Kitchen Fund, Harborfield Management, and Branded Hospitality, this isn’t just another boutique cafe trying to make it big — it’s a coordinated, well-funded expansion aimed squarely at the market leader.
Specialty coffee is one of the few “affordable luxuries” Americans aren’t willing to give up, even as they cut back elsewhere. And now, with Craveworthy behind Gregorys, the fight for your morning cup is about to get a whole lot more competitive.
