In the competitive world of franchising, Chip City proves it’s one tough cookie.
Since the summer of 2017, Chip City Cookies has taken the New York baked goods scene by storm with its nostalgic cookies and unique locations perfectly suited to the aesthetic of the neighborhood each one calls home.
With a menu ranging from classic chocolate chip to more adventurous flavors like cannoli and funfetti, Chip City Cookies has a little bit of something to offer everyone – and the universal appeal of its products is undeniable. Since its founding, the Astoria-based bakery has expanded to include 12 thriving locations around New York City, with five new stores in the pipeline as of 2022.
Beyond its loyal clientele, the emerging franchise brand has also attracted the attention of a major investor: Shake Shack founder Danny Meyer, whose Enlightened Hospitality fund recently invested $10 million in the brand’s growth as a franchise – a milestone that landed Chip City Cookies on the cover of the Franchise Times earlier this month.
Chipping away at growth
As a franchise system with its eye on continued expansion, Chip City Cookies recently turned to The Internicola Law Firm for support in creating a plan for long-term, sustainable success.
“When Chip City came to us, they were already a successful brand with an innovative management team that was actively involved in building out their supply chain and opening and managing multiple successful corporations locations. They needed a responsible team that understood their vision, growth goals, and that put together a precise plan for entering the franchise market,” recalls Charles N. Internicola, a franchise attorney with over 25 years of industry experience and the founder of The Internicola Law Firm.
To bring that plan – and vision – to life, staff at The Internicola Law firm launched into action, following a process custom-tailored to meet the brand’s immediate needs and long-term goals.
A recipe for franchising success
For the team at The Internicola Law Firm, the secret ingredient for a brand’s success lies in its unique vision and goals as a franchisor – something that applied to Chip City Cookies as much as any other brand the firm works with.
“When we work with a brand to develop their franchise concept, we focus on what we refer to as our Franchise Discovery Process. Before we start drafting legal documents or preparing FDDs, we work with clients like Chip City to understand core fundamentals revolving around their brand, brand positioning, products and services, supply chain and five-year growth strategy,” Internicola says.
A key part of that process is making sure a brand is positioned competitively, including developing a compelling brand story, an effective marketing strategy and a strong growth strategy that differentiates between targeted customers and prospective franchisees. The process also includes developing a five-year success plan, ensuring franchisors know what to expect, when to expect it, and how to plan for success strategically – and incrementally – over time.
“Success always comes down to fundamentals that include repeatable systems, strong unit economics and a well-structured leadership team,” Internicola says.
As a franchisor, Chip City Cookies checks all the boxes for a successful brand. There’s no doubt its team will continue building on the brand’s success – one chip at a time.
To learn more about Chip City Cookies, visit their website at www.chipcitycookies.com.
