Gen Z Turned This Food Craze Into a TikTok Obsession. Franchisors Are Cashing In.

Franchise chains are increasingly capitalizing on the charcuterie board trend that has gained immense popularity on social media platforms like TikTok and Instagram. Graze Craze, a leading brand in this market, currently operates 132 locations and aims to expand to 150 units by the end of the year. The company has reported average sales growth of 16% year-over-year. President Cory Hibbard attributes this surge in popularity among younger consumers to a desire for community and a casual approach to entertaining, particularly as they seek alternatives to more formal settings.

The trend extends beyond traditional charcuterie boards; smaller offerings, such as “picnic boxes,” have seen a dramatic quadrupling of sales since being added to the menu. This reflects a strategic menu adjustment to meet evolving consumer needs for casual dining experiences.

Xoxo Charcuterie, another player in the charcuterie space founded by Masha Welker in 2020, has expanded to three units in Arizona while amassing a following of over 32,000 on Instagram. This company exemplifies the potential for growth stemming from social media trends.

A notable franchisee success story is Amaan Bhanji, who became a Graze Craze franchisee at just 18 years old, immediately after graduating high school. Now at 22, he operates the brand's top-performing location in Arlington, Virginia, and is planning to open a second unit in Washington, D.C. next year.

The rapid growth of charcuterie-focused franchises, particularly through innovative offerings and the involvement of young operators, suggests a dynamic environment within this niche of the food industry. Future observations may reveal how other brands respond to this trend and whether they can maintain competitive growth amidst the expanding interest in charcuterie options.