A new franchising effort is underway for the West Coast fast casual brand.
Fast casual brand The Melt announced that it has named Greg Vojnovic as its new head of franchising.
The move arrives as the brand prepares to expand through a franchising program.
Known for its signature MeltBurger and billed as home to the “World’s Meltiest Burger,” the company reported that it plans to expand beyond its current footprint in California and Arizona. The brand currently operates company-owned locations in Northern California, Southern California, and Arizona with several openings set for this year.
Vojnovic has more than 30 years of experience in restaurant and franchise development. The new franchise director is a third-generation restaurateur, gold medalist in the U.S. Chef’s Open and former “Hot Concept of the Year” operator.
He previously held leadership positions at Popeyes Louisiana Kitchen, where he helped reposition the brand and double its size by adding more than 1,000 restaurants. He also served as Chief Development Officer at Arby’s during a period when the brand returned to net-positive unit growth. After Arby’s acquisition of Buffalo Wild Wings, Vojnovic helped in the creation of Inspire Brands as the sixth employee hired.
Most recently, Vojnovic served as a restaurant operator and consultant, advising brands on growth strategy and acquiring and operating multi-unit restaurant portfolios across multiple brands and states.
“There was no assumption that franchising was the next step,” said Ralph Bower, CEO of The Melt. “The real question was whether The Melt had all the pieces that make a concept durable and appealing over the long term. Great food alone is not enough. After going through the business, the operations, the culture and the economics, we concluded that offering a franchising opportunity in addition to our company expansion would be an attractive and responsible next move for this brand.”
Vojnovic originally joined The Melt this past fall as a strategic consultant who worked closely with leadership to assess the brand’s readiness for franchising. That process led to the creation of a new franchising entity and Vojnovic’s transition into a full-time leadership role.
“Everything here has been built, tested, and refined in company stores,” Bower said. “The operating model is tight. The culture is authentic. And the food delivers every single time.”
The centerpiece of the brand’s menu is the MeltBurger, featuring a blend of 100% all-natural Angus and Wagyu beef, cooked on the grill and smothered in aged cheddar, with the brand’s house-made pickle-jalapeño mix.
“You walk into a Melt and it’s busy, but it’s also relaxed,” said Vojnovic. “Execution is straightforward. There’s no specialized equipment, no over-engineering. Two clamshell grills, two fryers, two impingers, a shake machine, and smart prep. It’s a durable kitchen designed to support high volume, strong profitability, and a reasonable investment. That combination is hard to find.”’
As Head of Franchising, Vojnovic will oversee the development of The Melt’s franchise platform, including franchisee recruitment, market strategy and long-term system growth.
“Our mission at The Melt is to deliver an ‘I Love It Here’ experience to every guest,” said Vojnovic. “By staying nimble and relentlessly guest-focused, we’ve grown sales fivefold. Now, we’re ready to thoughtfully expand beyond California and share the world’s meltiest burgers with even more fans.”
According to the Melt, it has average unit volumes of about $3.4 million across corporate locations that have open more than 12 months and over $5 million for the top third of company restaurants open for more than a year. The company said these financial results are supported by a streamlined kitchen design, a strong late-night and delivery business, and its culture aimed at guests.
Regarding its franchise efforts, The Melt said it “will follow the same disciplined, operator-first mindset that has guided the brand’s turnaround and growth.”
“This is not about selling out the map,” said Bower. “We’re taking a disciplined, operator-first approach to franchising, and bringing Greg on full-time is a critical part of that strategy. He understands what it takes to build restaurant brands and scalable franchise systems. Our responsibility is to protect the brand, support our franchise partners and make sure this opportunity is built for long-term success. Greg is the right leader to help us do that.”
The Melt was founded in San Francisco in 2011.
