Gen Z Turns Platter Craze Into Franchise Payday

A surge of short-form videos and glossy social posts has pushed shareable meat-and-cheese spreads from a niche hobby into a fast-growing business model for franchisors.

Short clips on TikTok and tightly curated pins on Pinterest have driven consumer demand for elaborate snack boards and compact “picnic box” options, drawing thousands of views and shares over the past year. Franchises are responding: Graze Craze, which operates 132 locations, is aiming to reach about 150 by the end of the year and reports average revenue rose by roughly one-sixth compared with the prior year. The company says trimmed-down meal kits aimed at couples have seen sales climb to roughly four times their previous level since the menu change.

Cory Hibbard, president of the brand, said younger patrons are looking for informal ways to gather with friends rather than formal dinner parties, and that menu flexibility has helped capture those outings. Industry observers note that visually appealing food that’s easy to share performs especially well on social channels, translating directly into foot traffic and off-premises sales.

Smaller operators are also expanding. Xoxo Charcuterie, launched in 2020, has grown to three Arizona locations and amassed more than 32,000 followers on Instagram. Founder Masha Welker says the business began as a lockdown-era experiment and evolved into a repeatable neighborhood concept that prizes portability and presentation.

The trend has produced a few surprising success stories. Amaan Bhanji signed a franchise agreement at 18 in 2022 and, now 22, runs Graze Craze’s top outlet in Arlington, Virginia; he plans a second site in Washington, D.C., next year. Analysts warn the craze may cool if it becomes oversaturated, but many franchisors are betting that simple, shareable formats and a menu that adapts to casual social routines will sustain growth for the near term.