Celebrity chef Fabio Viviani to open new fast-casual dessert brand

Former “Top Chef” contestant and celebrity chef Fabio Viviani is partnering with franchise development company Fransmart for his latest venture, JARS. The dessert brand will launch in Chicago this year, the company announced on Monday, and then expand nationwide.

“As a chef and restaurateur, I wanted to create a concept with delicious desserts that appeal to each individual’s taste while simultaneously addressing the needs of franchisees and restaurant operators," Viviani said in a release. “The culmination is JARS, a perfect blend of my passion for serving amazing dishes with picture-perfect presentation and my commitment to building an efficient, low-labor business model. From the customer experience to the bottom line, we’ve meticulously packaged everything down to the finest detail.”  

The plan is for the fast-casual dessert concept, where everything from tiramisu to cookies is served in jars, to be in the top 60 media markets across the U.S. with the help of Fransmart, which has helped companies like The Halal Guys, Qdoba and Five Guys franchise nationally.

JARS was designed to be technologically driven with its own app. The menu allows for in-store, takeout and off-premises ordering options to meet customers’ needs while also remaining Instagrammable.

“Fabio stands out among other celebrity chefs due to his proven success and understanding of the business side of the restaurant business. He knows what it takes to build a profitable, labor-efficient franchise that is able to produce a high volume in a small space,” said Dan Rowe, CEO of Fransmart, in a release. “He’s created a fresh, social media-driven concept that is approachable for first-time franchisees and appealing for experienced, multi-unit operators to easily build out a brand portfolio. JARS will undoubtedly stand out as the next unbeatable opportunity to bring an efficient, curated experience to today’s fast-paced market.”  

To date, the Fabio Viviani Hospitality Group encompasses 30 concepts with plans to open five to eight more locations in the next 12 months, not including JARS.