Gregorys Coffee is opening its first Monmouth County location on Sept. 17 at 360 Route 9 in Manalapan, N.J. — a unit that also introduces the brand's first double-lane drive-thru, marking a meaningful format evolution for the New York City-born specialty chain now operating more than 50 locations across the U.S.
The café is part of the Craveworthy Brands portfolio, the multi-brand restaurant platform and franchisor that counts more than 20 concepts and over 300 locations domestically and internationally. For Gregorys, the New Jersey push represents its most deliberate move yet into the suburban drive-thru market after nearly two decades building its identity around urban, dine-in specialty coffee.
The Format Shift
The double-lane configuration at the Manalapan site is the brand's first departure from the single-lane or walk-in formats that have characterized its urban footprint. Drive-thru units typically generate higher throughput per square foot in suburban corridors, and the Route 9 location is positioned to compete directly with national quick-service coffee chains that have long dominated that arterial format. The move aligns with a broader trend among specialty coffee operators investing in drive-thru infrastructure to capture commuter traffic outside dense metro markets.
Founder Gregory Zamfotis said the location carries personal resonance. "Having grown up in this area, opening our first Monmouth County café feels especially meaningful," he said. "This celebration is our opportunity to thank the Manalapan community for welcoming us and to give guests a closer look at the coffee, craft and people behind Gregorys. I'm excited to get behind the counter, meet our neighbors and celebrate 20 years of Gregorys Coffee with the community."
Opening Economics
The two-day grand opening is structured around promotional mechanics designed to drive trial volume. On Sept. 17, small hot coffees and small cold brews are priced at $1 from 5:30 a.m. to noon — a loss-leader offer common in new-market entries. Hourly giveaways are timed to the 20th minute of each hour, referencing the brand's 20th anniversary. Signed bags of Gregs House coffee will go to guests ordering at the 28th minute each hour. Zamfotis will personally staff the counter and drive-thru window from 8 to 10 a.m., followed by a ribbon-cutting ceremony.
Founded in Manhattan in 2006, Gregorys has built its model around vertical integration: the company roasts its own coffee and bakes pastries in-house daily, a cost structure that supports margin control but also demands disciplined unit economics as the footprint scales beyond its core New York market. The brand's suburban expansion strategy — and the franchise growth infrastructure provided by parent Craveworthy — will be tested as it competes for drive-thru customers in a market where convenience has historically trumped craft.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
