Fast-growing, health-focused Honeygrow is set to soon open a restaurant in the location of the recently-closed Melt Shop in Middletown Township.
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The Melt Shop closed in the Lincoln Plaza shopping center on East Lincoln Highway in recent weeks. Signage went up last week boasting that the Philadelphia-based fast-casual restaurant Honeygrow will be filling the vacant location next to Five Guys.
Honeygrow hasn’t announced an opening date for the Lincoln Plaza location, and an attempt to reach a spokesperson on Monday wasn’t immediately successful.
Melt Shop, a small chain on the East Coast, opened at the shopping plaza in late February 2020.
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As of Monday, the Melt Shop location was cleared out and the signs were taken taken down.
A Forbes article from February noted the Honeygrow chain has 31 company-owned locations in the Northeast. The article said the company is looking to add a dozen locations in 2023.
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Honeygrow already operates nearby locations in Upper Bucks County, one in Hamilton, New Jersey, and in the area of the Willow Grove Mall in Montgomery County.
“We really learned a lot over the last 10 years at this point on who we are, what works, what doesn’t work,” Honeygrow founder Justin Rosenberg told the Philadelphia Business Journal late last year. “And we’re a disciplined group. You know, we’re excited to grow, but at the same time, we’re not going to make deals that don’t make any sense.”
Honeygrow has made its name on lower-calorie offerings for health-conscious consumers.
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Rosenberg founded Honeygrow in 2012 and the company has quickly grown with significant investment banking.
The Melt Shop location in Middletown Township was the small chain’s fifth in the state and was franchised by Drew Smith through Rockham Melt LLC. Smith also opened a location in the Village of Newtown shopping center in Newtown Township, but that location closed more than a year ago.
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Melt Shop began in 2011 in New York City. It once operated 20 locations, but only eight remain open, according to the company website.
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