Check out Jimmy Grants, the fast casual chain of chef George Calombaris

QSR Media chats with Jimmy Grants, the five-outlet franchise of celebrated chef George Calombaris, to talk about its brand and the demands of its customer base.

Jimmy Grants aims to serve classic street food 'to another level', offering Greek food from a range of souvas, to its grain salad and the 'Jimmy Dimmy'.

QSR Media: Given George Calombaris' heritage, what were the reasons the group decided to go into the fast casual market?

Jimmy Grants: The group have always wanted to expand and continue to grow across many different markets, including this tier of fast casual eateries.

There is demand for healthy, good quality ‘fast food’ – food served quickly for those on the go.

QSR Media: What has surprised you in opening your network of restaurants?

Jimmy Grants: Jimmy Grants is a loved brand on social but it attracts many different customers, from the young 20’s something hipsters to the grandparents bringing in their grandchildren. There’s always much anticipation when a new site is announced, and we’re able to bring the brand to the suburbs who aren’t necessarily inner city dwellers.

QSR Media: What are your customisers asking for?

Jimmy Grants: Healthy, tasty food and quick friendly service. They also want variety, so we’ve expanded into packaging items together, like our ‘med diet’ – choice of meat, choice of size salad and tzatziki.

QSR Media: How would you describe the brand, Jimmy Grants?

Jimmy Grants: Jimmy Grants celebrates the stories of Australian migrant families no matter where they're from, however our food offering is firmly Greek with a modern twist. The brand focuses on family and fun, and we are a bit cheeky, for example the retro 70's wall art in the Richmond store or the classic old Mixed Business storefront in the glamorous Emporium centre. We change our style with every new store, but Jimmy Grant's is always accessible, friendly and delicious.