Gregorys Coffee announces Craveworthy Brands as new investor and managing partner

Gregorys Coffee, a New York City-based specialty coffee company, has landed a new investor and managing partner in Craveworthy Brands, the multi-restaurant platform company, along with its valued partners, Branded Hospitality, Kitchen Fund, and Harborfield Management Co, LLC.

Gregorys is entering a new phase of growth, grounded in its unique approach to coffee, and now fused with Craveworthy’s operational excellence and hospitality-first mission.

Gregorys Founder Gregory Zamfotis will remain with the company as president of the brand and continue to guide it with the passion, quality-first mindset and sense of family that has defined it since day one. With a foundation built on innovation, Gregorys will double down on the systems and stories that set it apart.

Craveworthy will manage and provide expertise across core business functions such as operations and training, while Gregorys retains its ‘not-so-regular’ identity. The company’s industry-leading team and growth-focused platform are well-positioned to help Gregorys continue fueling the hustle, while maintaining its high-quality standards. With plans to franchise Gregorys in the fourth quarter of 2025, Craveworthy will tap into its full suite of support to further expand with aspiring, qualified entrepreneurs around the country.

Gregorys’ coffee program is rooted in its dedication to sourcing and roasting coffee by hand five days a week in New York City. The roastery will continue to serve as the heart of operations and fuel each location with fresh coffee roasted to order.

Founded in 2006 in Manhattan, Gregorys was created with one vision: to serve quality without compromise to people who hustle hard and expect the best. What began as a single neighborhood café has grown into a culture-defining coffee brand known for its dedication to craft and innovative beverage offerings.

From made-from-scratch pastries and a food program curated by its in-house registered dietitian to rotating limited-edition coffees roasted fresh in its NYC roastery, Gregorys places as much emphasis on good food and good people as it does on good coffee. With more than 50 locations across the United States, the roaster retailer continues to serve communities that aim high, never settle and care deeply about quality and connection.

Gregorys is on a mission to challenge the status quo by seeing coffee differently. As new product offerings and innovative café formats roll out, the team is ready to serve its growing fan base of loyal ‘Gregulars’ in even more meaningful ways.

Transactional Advisors and Partners
Kitchen Fund is a growth equity investor supporting Craveworthy and the newly formed partnership with Gregorys. Known for backing purpose-driven food brands, Kitchen Fund provides capital, deep industry expertise and a powerful network to help restaurants scale by bringing their story, ethos and recipes to eaters everywhere.

Harborfield represents the growth equity investment interests of experienced restaurant investor, Ezra S Field. Field has decades of experience in consumer and growth private equity investing, including 14 years in a variety of roles with Roark Capital, including having been its CIO. He is now a valued strategic partner to Craveworthy and an investor in the Gregorys partnership.

Branded serves as a strategic advisor to Craveworthy and investment partner in the newly formed collaboration with Gregorys. Branded is the leading investment and solutions platform dedicated to the hospitality & foodservice industry.

“We built this family-oriented coffee brand for people who hustle hard and expect quality, without compromise. Our ’Gregulars,’ our baristas, our roasters, our bakers, everyone is part of this story,” shared Gregory Zamfotis. “As we embark on this new chapter of national growth, we’ll continue putting love and care into every roast, every pastry and every interaction we have in our local communities.”

“The human element is at the core of everything we do at Craveworthy, and Gregorys is a brand with a true heartbeat,” said Gregg Majewski, CEO and founder of Craveworthy Brands. “Gregory has built something special: a cult following, a craft product and a clear identity. Our role is to protect that, while layering in the operational firepower to grow thoughtfully.”

“I’ve been a proud Gregorys customer since 2009, so this one’s personal. Getting to pour my energy into something that’s been part of my daily life for so long is incredibly fulfilling,” added Craveworthy chief business officer, Josh Halpern. “The beverage category is on fire right now. Consumers are looking for brands that show up with taste, authenticity and convenience, and Gregorys Coffee checks every single box. I should know. I’m proof.”

To learn more about Gregorys, please visit www.gregoryscoffee.com. To learn more about Craveworthy, please visit www.craveworthybrands.com.