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NEW YORK, USA – Craveworthy Brands (“Craveworthy,”) the innovative multi-restaurant platform company, along with its valued partners, Branded Hospitality (“Branded,”) Everstar Asset Management (“Everstar,”) Harborfield Management Co., LLC (“Harborfield”) and Kitchen Fund, has become an investor and managing partner of Gregorys Coffee (“Gregorys,”) a New York City specialty coffee company.
Gregorys is entering a new phase of growth, grounded in its unique approach to coffee, and now fused with Craveworthy’s operational excellence and hospitality-first mission.
Gregorys Founder Gregory Zamfotis will remain with the Company as President of the Brand and continue to guide it with the passion, quality-first mindset and sense of family that has defined it since day one. With a foundation built on innovation, Gregorys will double down on the systems and stories that set it apart.
The Future is Craveworthy
What lies ahead is a powerful opportunity to expand reach, deepen impact and keep raising the bar on what coffee culture can be. With the U.S. specialty coffee market forecast to hit an estimated $81.8 billion by 2030 (Grand View Research) and 66 percent of U.S. adults drinking coffee daily (The Food Institute), the demand for unique, quality-driven brands like Gregorys is increasing rapidly.
Craveworthy will manage and provide expertise across core business functions such as operations and training, while the Brand retains its ‘not-so-regular’ identity. The Company’s industry-leading team and growth-focused platform are well-positioned to help Gregorys continue fueling the hustle, while maintaining its high-quality standards. With plans to franchise Gregorys in the fourth quarter of 2025, Craveworthy will tap into its full suite of support to further expand with aspiring, qualified entrepreneurs around the country.
Gregorys’ industry leading coffee program is rooted in its dedication to sourcing and roasting coffee by hand five days a week in New York City. The roastery will continue to serve as the heart of operations and fuel each location with fresh coffee roasted to order.
A brand fueled by Hustle
Founded in 2006 in Manhattan, Gregorys was created with one vision: to serve quality without compromise to people who hustle hard and expect the best. What began as a single neighborhood café has grown into a culture-defining coffee brand known for its dedication to craft and innovative beverage offerings.
From scratch-made pastries and a food program curated by its in-house registered dietitian to rotating limited-edition coffees roasted fresh in its NYC roastery, Gregorys places as much emphasis on good food and good people as it does on good coffee. With more than 50 locations across the U.S., the Brand continues to serve communities that aim high, never settle and care deeply about quality and connection.
Gregorys is on a mission to challenge the status quo by seeing coffee differently. As new product offerings and innovative café formats roll out, the team is ready to serve its growing fan base of loyal ‘Gregulars’ in even more meaningful ways.
Transactional advisors and partners
Branded serves as a valued strategic advisor to Craveworthy and investment partner in the newly formed collaboration with Gregorys. Branded is the leading investment and solutions platform dedicated to the hospitality & foodservice industry.
Everstar serves as a valued strategic advisor to Craveworthy and has invested through Everstar Funds in both Craveworthy and the newly formed partnership with Gregorys. Everstar is the manager for a private investment fund and offers actively managed portfolios for institutions and high-net-worth clients.
Harborfield represents the growth equity investment interests of experienced restaurant investor, Ezra S. Field. Field has decades of experience in consumer and growth private equity investing, including 14 years in a variety of roles with Roark Capital, including having been its CIO. He is now a valued strategic partner to Craveworthy and an investor in the Gregorys partnership.
Kitchen Fund is a growth equity investor supporting Craveworthy and the newly formed partnership with Gregorys. Known for backing purpose-driven food brands, Kitchen Fund provides capital, deep industry expertise and a powerful network to help restaurants scale by bringing their story, ethos and recipes to eaters everywhere.
