It started with one café.
In 2018, Brianna Keefe opened Toastique at The Wharf in Washington, D.C. The concept was simple: gourmet toast, smoothie bowls, cold-pressed juices, and espresso made with fresh, clean ingredients. Food that looked as good as it tasted. A space that felt vibrant and intentional.
Locals loved it. Lines formed. People came back. And back again.
By 2020, Toastique opened franchising Toastique to the public. The response? More than anyone expected. Four years later, Toastique franchise growth has reached 97 franchise partners across 25+ states, from California to New York, Texas to Minnesota. The 100th café is on the horizon.
This franchise expansion case study tells the story of how it happened. And more importantly, the people who made it happen.
What Franchisees Were Looking For
You've probably felt it before.
The alarm goes off. You head into work. Meetings stack up. Hours disappear. And somewhere along the way, you start wondering, is this really what I want?
That's where so many Toastique franchisees started. Successful on paper. Burned out in reality.
Some spent decades in corporate roles. Others served in the military. A few faced health challenges that changed their perspective entirely. But they all reached the same point: ready for something different. Something that matched how they actually wanted to live.
The problem? Finding it wasn't easy.
Traditional franchises felt too rigid. Fast food didn't align with their values. And walking away from a steady paycheck to become an entrepreneur? That's not a small decision.
Francisco Vallejo knows the feeling. He and his wife, Marisel, now own Toastique Laredo. But getting there took a shift in mindset.
"After facing challenges with my own health, I realized it was time to make a change. Now, my wife and I are committed to nourishing our bodies with wholesome, high-quality ingredients — and we wanted to bring a concept to Laredo that reflects those values." — Francisco Vallejo, Franchise Owner, Toastique Laredo
The doubts were real. The hesitation was valid. But for the right opportunity? Worth pushing through.
Why Toastique
Toastique offered something different.
Not just a café. A concept that matched how you already want to live. Fresh, vibrant, and intentional. The kind of place you'd actually want to spend time in. And a business model designed to make ownership feel possible, not overwhelming.
A Menu Worth Believing In
Picture gourmet toast piled with creamy avocado, heirloom tomatoes, and peppery microgreens. Smoothie bowls layered with açaí, fresh fruit, and house-made granola. Cold-pressed juices in every color. Handcrafted espresso drinks.
Every item looks nourishing and delicious. And they really are. The kind of food people photograph before they take a bite. And share with everyone they know.
But it's more than visuals. The menu drives traffic all day. Morning lattes. Lunchtime toasts. Afternoon smoothies. That means multiple revenue streams — and guests who make Toastique part of their routine.
A Model Built to Work
Investment ranges from $472K to $891K, depending on location and format. Training is hands-on, 254 hours total. That breaks down to 32 in the remote and 222 onsite at Toastique's D.C. flagship.
Most franchisees go from signing to opening in 11 to 14 months. Operations stay simple. Quick ticket times. Minimal waste. Efficient layouts. And if you're thinking bigger, developer agreements let you build 6 to 10 locations.
A Team That Actually Shows Up
Behind every Toastique café is a corporate team of 25+ people. Founders lead Approval Day and train themselves. You get support with on-site selection, build-out, and grand-opening marketing, plus ongoing guidance from field consultants.
Tiffany Siegel noticed it immediately. She and her husband, Todd, opened Toastique's first Manhattan location at Bryant Park.
"We were pleasantly surprised that the more we learned, the better the business opportunity seemed. We love that they were transparent from day one – it speaks to their character." — Tiffany Siegel, Franchise Owner, Toastique NYC, Bryant Park
Chrissy Sileo saw it in the culture. She and her husband, Brad, opened in Mt. Lebanon, Pennsylvania.
"When we walked into a location, the employees didn't change their behavior when the founders arrived. Everyone just seemed happy and comfortable to see them. I liked that feel. People seemed to think that was a good place to be and a good place to work." — Chrissy Sileo, Franchise Owner, Toastique Mt. Lebanon
That feeling of trust, transparency, and real partnership turned curiosity into commitment. Over and over again.
97 Partners. 25 States. Here's Why.
Results tell the real story.
Since launching franchising in 2020, Toastique franchise expansion has reached 97 franchise partners across 25 states. Over 226 Franchise Agreements have been awarded.
And the financials back it up.
System-Wide Performance (FDD Item 19, 2026):
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Average gross sales of Franchise outlets open 2+ Years: $745,577 (Refer to 2026 Franchise Disclosure Document Item 5
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Top-performing location: $1,122,669 ear(footnotes)
Where Toastique Has Landed:
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California: 12 locations (largest state footprint)
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D.C./Maryland/Virginia: 14 locations
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Texas: 7 locations
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Colorado: 5 locations
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New Jersey: 5 locations
From major metros like NYC, LA, and Dallas to unexpected markets like Rapid City, Wichita, and Laredo — the brand keeps expanding.
Sam Hunter, who opened Toastique Chesapeake with his wife, TC, after 46 combined years in the Navy, recalls the moment it clicked.
"We walked away with our questions answered and feeling comfortable that this was the right choice for our family." — Sam Hunter, Franchise Owner, Toastique Chesapeake
For franchisee after franchisee, the numbers made sense. But it was the people and the process that sealed the deal.
The ROI Story
62% of Toastique franchise partners have signed agreements to open a second location.
Think about what that means.
These aren't people browsing websites or sitting in on webinars. They're owners who've lived the business. They've run the morning rush, trained their teams, and built relationships with their communities. They've seen every side of the operation.
And they're ready to do it all over again.
Four Years of Growth:
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2021: 6 locations
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2022: 12 locations
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2023: 20 locations
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2024: 36 locations
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2025: 58 locations
Nearly 10x growth. And it's not slowing down.
The Momentum Keeps Building
On June 29, 2024, Toastique celebrated its 25th location opening. Just 14 months later—September 6, 2025—the 50th café welcomed its first guests.
That's 25 new locations in a little over a year. Not a plateau. Not a slowdown. Just steady, consistent momentum.
And the 100th location? Already taking shape.
Real Owners & Real Stories
Numbers only tell part of the story. The rest comes from the people who took the leap.
Tiffany & Todd Siegel — NYC Bryant Park (April 2025)
After years in corporate roles and a stint living in London, Tiffany and Todd were ready for something that felt more like them. They explored hundreds of franchise concepts before finding Toastique. The menu matched how they lived. The leadership felt genuine. Now they run the brand's first Manhattan location — steps from Bryant Park.
Brad & Chrissy Sileo — Mt. Lebanon, PA (June 2025)
Empty nesters looking for their next chapter. Chrissy is a yoga instructor. Brad is a tech entrepreneur. They weren't looking to slow down but wanted to build something together. Toastique's people-first culture won them over. Their café is now a neighborhood favorite in Mt. Lebanon.
Sam & TC Hunter — Chesapeake, VA (November 2023)
Forty-six years of combined Navy service. A brain-tumor survivor. A lifelong commitment to serving others. Sam and TC weren't done making an impact. Toastique gave them a mission-driven business that fit their values. Their café in Summit Pointe has become a local gathering spot.
Laura Anderson & Paul Diballa — Sarasota, FL (July 2023)
Laura is a nurse and educator. Paul is a classically trained chef. Together, they wanted to create something rooted in family, intention, and community. Toastique checked every box. Their downtown Sarasota location brings that energy to every guest who walks in.
Francisco & Marisela Vallejo — Laredo, TX (May 2025)
Francisco spent his career in business administration. Marisela ran her own CPA firm for over 25 years. But it was their personal health journeys that sparked the idea. They wanted to bring something meaningful to their hometown. Toastique was the answer.
What Connects Them All
They came from different backgrounds and different cities. But they all shared the same mindset:
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Corporate refugees finding purpose
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Families building something together
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Health journeys inspiring new directions
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Trust in transparent, founder-led leadership
Straight From the Owners
When you ask Toastique owners what advice they'd give, the answers come easily.
Tiffany Siegel recalls her first conversation with the team:
"The thought of explaining the whole thing felt daunting, but I was relieved to hear [the rep] finishing my sentences for me!" — Tiffany Siegel, Franchise Owner, Toastique NYC Bryant Park
Chrissy Sileo points to the culture:
"People seemed to think that was a good place to be and a good place to work." — Chrissy Sileo, Franchise Owner, Toastique Mt. Lebanon
The common advice:
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Do your research but trust your gut
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Look for transparency and authenticity
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Find a brand that matches how you want to live
Just Getting Started
The momentum isn't slowing down.
New markets are already in the pipeline — LA South Park, San Jose, Westlake Village, Reston, and Great Falls. The corporate team keeps growing. Seasonal menu drops and the loyalty program continue driving repeat visits.
Founder Brianna Keefe's vision from day one? Scale the brand without losing what makes it special.
So far, that's exactly what's happening. This café franchise growth story continues to unfold with every new partner, every new market, and every new guest who walks through the door.
Your Move
Ready to be part of the Toastique franchise growth story? Learn more about franchise opportunities at https://toastique.com/pages/franchise
