Zoup!, the soup concept owned by WOWorks, this week officially opened its first Z!Eats store in Atlanta, which will be the format of the Zoup! brand going forward, the company said Tuesday.
Announced in February, the St. Petersburg, Fla.-based WOWorks said the Z!Eats brand introduces a new menu and restaurant design that caters to health-conscious customers. Further rebrands will begin in June, a company spokesperson said.
“By the end of 2024, all existing Zoup! locations will be revamped into Z!Eats, with plans for nationwide expansion through the Z!EATS franchise opportunity,” the company said.
"For over 25 years, Zoup! has reigned as an industry leader in creative soups, and the Z!Eats menu represents an extension of our soup heritage to a diverse range of options tailored to the next generation of fast-casual food enthusiasts," said Ted Asbury, WOWorks’ chief marketing officer, in a statement.
The company said the Z!Eats name broadened the brand’s focus from soup to other menu choices, aimed at the Gen Z demographic, such as sandwiches, salads, flatbreads, and mac and cheese. The menu also includes by soup flights named “Shooters.”
“This new direction allows us to uphold our core values while adapting to the evolving landscape of the restaurant industry,” Asbury said.
The Z!Eats location is at 2250 Marietta Blvd. NW in Atlanta’s Upper Westside. It is owned by franchisees Guran Yet and Ozben Iyigun Yet, who immigrated from Turkey to the Georgia area in 2008.
“We loved the idea of being a part of a brand that is making it a much more accessible and intriguing place for younger generations to dine,” said Guran Yet.
The Atlanta location will be open Monday through Friday from 11 a.m. to 8 p.m. and on Saturday and Sunday from 11 a.m. to 7 p.m.
WOWorks has 46 Zoup! locations in 13 U.S. states and three in Canada.
WOWorks also owns such brands as Barberitos, Frutta Bowls, Garbanzo Mediterranean Fresh, and Saladworks. It is owned by Centre Lane Partners LLC.
Update April 24, 2024: This story was edited to clarify that the Z!Eats store is new and not a rebranded Zoup! location.
Contact Ron Ruggless at [email protected]
Follow him on X/Twitter: @RonRuggless