Franchise Background: In 1994, the first Greenfields outlet was established by its founders. The business was taken over by its current shareholders in 2011 who brought new expertise into the company. The new owners of Greenfields envisaged a range of opportunities in rejuvenating a well-known but stagnant restaurant group. The drive includes the re-design of the corporate image of the restaurants, a new menu including the concept of a food theatre where patrons can view the baking of bread and grilling of meat in an open kitchen-dining area. The food theatre concept reflects an “at home” atmosphere and brings to life the popular television food channels.
Franchise Services: Greenfields offers a range of menu items including coffee and alcoholic beverages. The menu is updated regularly in order to stay in touch with customers’ demands and franchisees are allowed to introduce items to the menu, with the franchisor’s approval, to comply with the tastes of patrons in franchisees’ areas. Greenfields offers a food theatre area with a bakery and grill where customers can choose their meat, view the grilling process and issue special instructions in the preparation of the dish. A separate area is allocated for the display and sale of confectionary, pastries and home-style products. The bar area will be re-designed for customers to enjoy a drink or coffee at a bar style counter.