Green Leaf's and Bananas
Villa Enterprises takes the healthy road with two new fresh and fast restaurant concepts.

Green Leaf's is a new salad concept from Villa Enterprises.

In the past 5 years, Villa Enterprises has more than doubled in size with a total of 300 stores in 38 states and six countries with about 50 percent being company owned. Some of the company's best successes overseas have been in England and Italy (the pizza capital of the world). As the international market expands, the company will seek continued growth in new countries in Europe, Asia, Latin America, Middle East and the Far East. In August 2003, the franchisor acquired the company formerly known as Restaurant Systems International, and for the last 2 years, has undergone major redevelopment and re-branding of three new concepts: Green Leaf's, Bananas and South Philly Steaks & Fries.

Green Leaf's (formerly called Green Leaf's Grill), with the tagline “Beyond Great Salads,” offers Grilled Panini Sandwiches, Wraps and Hearty Soups as well as Fresh Tossed “Pick & Mix” Salads. The Bananas concept offers Refreshing Fruit Smoothies & Frosties, along with Non-Fat Frozen Yogurt and Fresh Hand Rolled Pretzels.

“After undergoing some extensive marketing research, we decided to cater to the healthy audience out there — anyone who's looking to be a little smarter about what they're eating,” says Adam Torine, vice president of business development for Villa Enterprises. “We feel there's a real niche and a need for it, and there are very few companies out there that are doing this on a national basis in the markets that we're in, such as the shopping malls, airports and colleges.”

Bananas, a new smoothie concept from Villa Enterprises, is part of an ambitious growth plan for the company.

There are currently 15 or so Green Leaf Grills still in operation. The very first Green Leaf's/Bananas prototype opened in May at Wheaton, a Westfield center located in Wheaton, Maryland. The new prototype has been re-concepted and re-developed with a whole new look. With an average 800 square feet, the new Green Leaf's/Bananas footprint has a fresh, eye-appealing look with a lot of soft finishes. The merchandising is much more upscale, and the menu variety is a bit broader. Villa Enterprises hired Louis & Partners Design to assist in shaping the perception of their brands through the development of strategic, objective-based design solutions. The restaurant comes complete with multi-colored tiles and light walnut paneling, as well as large food murals.

“We've re-engineered everything from the design to the name,” notes Torine. “The shopping center developers love what we did in Wheaton Plaza — they love the look and the niche that we're filling.”

Torine envisions 10 more Green Leaf's and Bananas locations opening over the next 12 months. For the first year or 2 of operation, the company is embarking on a fairly aggressive expansion plan to bring the restaurants to shopping malls, lifestyle centers and outlet centers.

“That's the market we've been in for 40 years on the Villa Pizza side of business, so we're very comfortable with it,” Torine says. “But I think ultimately our goal will be to bring it to the street as well.”

Villa Enterprises is also preparing to open its first new re-concepted South Philly Steaks & Fries in South Hills Village in Pittsburgh.

Co-branding Bananas and Green Leaf's, like this corner unit at Westfield Wheaton in Wheaton, Maryland, is one strategy that Villa Enterprises likes.

“We have well over 200 Villa Pizzas in shopping centers across the country and across the world, and what we've seen is that every category, from pizza to Asian to chicken, is pretty well filled,” notes Torine. “The timing for these new concepts couldn't be more perfect with the whole health and wellness craze still out there. Every day, it continues to become more of a phenomenon, and I don't think it's going anywhere.”

— Susan H. Fishman