Robert Katz knows a franchisable business when he sees one. In fact, helping small, successful businesses scale affordably into emerging franchise systems is his specialty. By Jessica Petrucelli
COVER STORY
Robert Katz knows a franchisable business when he sees one. In fact, helping small, successful businesses scale affordably into emerging franchise systems is his specialty.
That’s why, when Katz discovered Gouldsburger’s, a popular fast-casual burger and cheesesteak restaurant known for its quality ingredients, elevated toppings and freshly baked “everything seasoning” long rolls, he knew he had to help the owners scale the regional concept. The goal was expansion across New Jersey, Pennsylvania and beyond.
“I’m humbled and fortunate to have been selected to represent Gouldsburger’s and help them develop their emerging franchise program,” Katz said. “We love the business so much that we even bought a franchise ourselves.”
This is what Katz does best. As managing director and senior franchise advisor of The Stanwood Group, a New Jersey-based franchise development and sales firm, his niche is helping independent brands expand quickly while reducing the high upfront financial barriers that typically prevent small businesses from franchising.
His team consists of a network of advisors, consultants, brokers and franchise attorneys, all providing support. Some of the iconic regional brands he represents include Santucci’s Pizza, John’s Water Ice, Original Ricci’s Hoagies, Scoop DeVille, The Tomato Shack and Baby Otter Swim School, to name a few. Now, he’s applying that same proven formula to Gouldsburger’s.
Founded by chefs Walter Gouldsbury and David Murray, the business is known for its gourmet burgers, cheesesteaks and allergen-friendly menu. Its motto is “Good Food, Done Right” – a principle the owners are entrusting to Katz with the confidence that he will carry the brand through a national expansion.
“Robert’s guidance and expertise have been invaluable,” said Gouldsbury. “He listened to us and helped us streamline our process. Instead of baking bread on site every day, we turned our recipes and ingredient list over to a local bakery. Instead of grinding our own meat in-house, he connected us with DeBragga, a renowned, high-end meat purveyor located in Jersey City. These were the details that have made a huge difference, enabling us to grow so rapidly.”
Both Gouldsbury and Murray agree that Katz’s assistance has allowed the business to grow without sacrificing quality.
“We’re currently at 11 locations, and we have an extremely long list of prospects,” Murray said. “We are aggressively seeking locations and franchisees we can build a longstanding relationship with, but I think what we’re most excited about is how Robert helped us maintain the quality of our product throughout this entire expansion.”
According to Katz, that’s exactly how The Stanwood Group helps small businesses find big success.
“We pick successful independent brands and position them to make money and find future success through franchising,” Katz said. “Gouldsburger’s is now on pace to be a 30- to 50-unit chain, which is a big deal for a new franchise. This is a very special business that is committed to its customers. Even though they are in an area where there’s probably 100 other operators making good burgers and cheesesteaks, they are widely regarded as one of the best.”
Additionally, Gouldsburger’s success in franchising was built without any exorbitant upfront fees. It just needed the energy, experience and formula for success provided by The Stanwood Group.
Jessica Petrucelli