Gen Z Sets the Table for Rise in Charcuterie Franchises

Gen Z Sets the Table for Rise in Charcuterie Franchises

Franchise Times

Fri, July 24, 2026 at 11:00 PM GMT+3 7 min read

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Story HighlightsInstagram, Pinterest and TikTok are seeing a boom in charcuterie-related content courtesy of Gen Z, with everyday users to social media influencers showing off their vibrant, delectable spreads. Leading charcuterie franchise Graze Craze and emerging player Xoxo Charcuterie are witnessing this rise firsthand and leveraging it to build a stronger following across a rapidly growing consumer base.

Over the last year, "savory girls" have carved out a unique space on TikTok, showing off their snack plates and at-home, mini charcuterie spreads to millions of viewers.

Pinterest users are similarly taking inspiration from decadent, colorful charcuterie boards, pinning budget-friendly options and unique recipe and plating styles to enhance their spreads.

Though the boards are complicated, the messaging is simple: Gen Z loves charcuterie, and charcuterie franchisors have taken notice.

"We're seeing this big shift right now with millennials and Gen Z in bringing back a desire or interest in hosting," said Cory Hibbard, president of Graze Craze, a charcuterie franchise. "I think the deeper root cause is people have probably a stronger desire for a sense of community and gathering than they've had in a very long time, and millennials and Gen Z have it more front of mind than other generations. Younger consumers are impressed a lot less with formal entertainment methods, and they're looking for a more casual, experiential-type opportunity to dive into."

On the road to 150 stores, 132-unit Graze Craze is taking full advantage of said craze to build interest with consumers and the next wave of young franchisees.

Today's "phone eats first" culture—snapping a picture before digging in—has driven the charcuterie concept to refresh its marketing approach over the last six months, creating more pointed, approachable and organic content.

"Sometimes in franchising, we get so trapped in the concept that we need to make a little bit of everything for everyone so it can apply across 130 locations. What we found a lot more engagement with and a lot more interaction with is actually just casual, interactive, organic, experiential-type content: a lot more people, a lot less professional production," Hibbard said. "We want to be a 'moments company,' whether it's on the corporate side or the consumer side. We want to be there for moments for folks, and I think the more natural and organic it feels, the more people trust us and lean into the brand."

This push has included working with social media influencers and ramping up marketing material on Instagram, Pinterest and TikTok.

"You'll see some stuff with Graze Craze on those platforms, but not enough," Hibbard admitted. "Our conclusion is we need to get to where we can capture people and where the visual folks are going."

Hibbard sees organic marketing as a sales driver, noting average sales have seen a year-over-year increase of 16 percent.

The cost to open a Graze Craze ranges from $167,059 to $325,608, according to the company's franchise disclosure document. The company has opened 23 units so far in 2026, with another 25 set to open this year.

Related: Graze Craze Takes Charcuterie Brand to New International Markets

Graze Craze's FDD does not list average unit volume.

The brand's offerings are also evolving to include more cost-effective options. Though sales with large, premium boards—which serve up to 20 people for about $175—continue to do well, Hibbard said the company is seeing strong consumer interest in smaller offerings like "picnic boxes," which serve two to four people.

"We felt like there was this big gap for date night where it was cost-effective, but still vibrant and full," said Hibbard, noting picnic box sales have quadrupled year over year since restructuring the menu item.

The brand's "lone grazer," "grab & graze" and "char-cutie-cup" offerings cater to individual consumers looking for a solo meal. Graze Craze is also exploring more mobile options with consumer-friendly, on-the-go packaging and portion sizes.

Simply put, said Hibbard, "we're not scared of hitting that $10-a-head price point as far as the catering side of the business goes."

New players emerge

The rise in charcuterie has caught the eye of emerging franchisors like Masha Welker, CEO and founder of Xoxo Charcuterie.

A self-proclaimed foodie and art lover, Welker started Xoxo in 2020 in Scottsdale, Arizona, after witnessing the charcuterie craze on social media during the height of COVID-19.

"I had a six-month-old baby and was really cooped up. I thought, 'I can do this. This looks fun,'" Welker said. "I locked in on it, and the next thing I knew, it was not the hobby I thought it was. It started to look like a business. I saw the potential within the business and took off from there."

Xoxo began franchising in 2024, growing the brand to three units in Arizona, two of which are franchised. The brand's offerings primarily serve large-scale groups and catering events.

The brand's organic social media presence has garnered a strong following with more than 32,000 Instagram followers. Welker noted that while social media can certainly drive success, it's been even more important to ensure strong product quality and customer experience.

"Clients to me are our biggest aggregate for growth because if you impress one person, they will tell 10 of their friends," she said. "That's what I think people don't focus on enough: Provide exceptional service and exceptional quality, and it will sort of speak for itself and promote and advertise itself."

While the brand has certainly received interest from young prospective franchisees, Welker noted financial barriers can make it difficult for Gen Z operators to franchise at such a young age.

"As with many service-oriented food businesses, it requires capital, hard work and operational excellence to succeed," she said. "I think young people who want to enter the industry as owner-operators can and should bet on themselves, but going into it with the right set of expectations is important."

Young operators on board

The Gen Z charcuterie push is reflected in Graze Craze's franchisee base, with its top-performing unit led by 22-year-old Amaan Bhanji, who signed with the brand in 2022 as an 18-year-old fresh out of high school.

Bhanji opened his Arlington, Virginia, location in March 2024, coming off years working in the restaurant industry as a teenager.

With ample savings from working multiple jobs in high school, Bhanji could afford the initial investment. With lower buildout costs compared to those of a full-scale restaurant, he said Graze Craze's affordability made the opportunity to franchise more feasible for a young operator like himself.

Over the last two years, Bhanji has built success through product consistency, positive store culture and leveraging his restaurant and social media knowledge to establish a strong online presence. His team consistently monitors Google reviews and posts advertising materials through Google ads, Instagram, Facebook and the Meta platform.

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Bhanji is set to open his second unit in Washington, D.C. early next year.

"[Charcuterie] has the ability to create that third place I think people are looking for," Bhanji said. "It's elevated. It's beautiful, and you don't have to eat so much. You can just kind of grab a snack … that's what I think is the dominant cause to this charcuterie craze."