New York's Beloved Gregorys Coffee Sees Bold Future with Craveworthy Brands Partnership
August 15 - 2025
Coffee Geography Magazine
D.L. Gemeda
New York City's iconic Gregorys Coffee is steaming towards a significant new chapter. Craveworthy Brands, the dynamic multi-restaurant platform behind concepts like Big Chicken and Genghis Grill, has announced a major investment, becoming the managing partner of the specialty coffee chain alongside investment partners Branded Hospitality, Everstar Asset Management, Harborfield Management Co., LLC, and Kitchen Fund.
This strategic infusion marks a pivotal moment for Gregorys, founded in 2006 by Gregory Zamfotis with a single Manhattan cafe dedicated to fueling New Yorkers with fresh coffee and genuine connection. That vision blossomed into a beloved brand with over 50 locations nationwide, cultivating a loyal community of "Gregulars." Now, Craveworthy aims to supercharge that growth while fiercely protecting the unique identity and quality that define Gregorys.
"The human element is at the core of everything we do at Craveworthy, and Gregorys is a brand with a true heartbeat," declared Gregg Majewski, CEO and founder of Craveworthy Brands. "Gregory has built something special: a cult following, a craft product, and a clear identity. Our role is to protect that, while layering in the operational firepower to grow thoughtfully."
Zamfotis, who remains as President of Gregorys, emphasized the enduring values. "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," he stated. "As we embark on this new chapter of national growth, we'll continue putting love and care into every roast, every pastry and every interaction we have in our local communities."
The partnership arrives as demand for premium coffee experiences surges. With the U.S. specialty coffee market projected to reach $81.8 billion by 2030 and 66% of U.S. adults drinking coffee daily, Gregorys' commitment to hand-roasting fresh coffee five days a week in its NYC roastery – the heart of its operations – positions it strongly. Craveworthy will provide deep expertise in operations, training, and scaling, leveraging its veteran leadership team and growth-focused platform.
A cornerstone of the strategy involves franchising, with plans to launch Gregorys franchise opportunities nationwide in the fourth quarter of 2025. Craveworthy will deploy its full suite of support services to attract qualified entrepreneurs.
The investor group brings significant strategic weight. Branded Hospitality serves as a key advisor, while Everstar Asset Management (investing through Everstar Funds) and Harborfield (representing experienced restaurant investor Ezra S. Field) add financial and industry acumen. Kitchen Fund, known for backing purpose-driven food brands, rounds out the coalition. "We're proud of the Gregorys team for their impressive growth and thrilled to begin scaling nationally. We couldn't have found a better partner than Craveworthy to ensure further success," said Kitchen Fund Managing Partner Greg Culkin.
The personal connection runs deep for some Craveworthy leaders. "I've been a proud Gregorys customer since 2009, so this one's personal," shared Craveworthy Chief Business Officer Josh Halpern. "Getting to pour my energy into something that's been part of my daily life for so long is incredibly fulfilling. The beverage category is on fire... Consumers are looking for brands that show up with taste, authenticity and convenience, and Gregorys Coffee checks every single box."
For Craveworthy, this move reinforces its strategy of revitalizing legacy brands and accelerating emerging concepts within its diverse portfolio. For Gregorys, it's the promise of amplified growth without sacrificing the scratch-made pastries, dietitian-curated food, limited-edition roasts, and, above all, the sense of community that turned a single cafe into a coast-to-coast phenomenon.
As Majewski quipped, "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. Good coffee, good food, good people. That's the future."