Infusing oil and vinegar in old world fashion with various fruits and flavors remains the focus of the VOM FASS franchise concept as it continues to grow across the nation. In addition, various liqueurs, wines, and spirits offered directly from the cask allow U.S. customers to taste and sample various flavors to decide on just the right purchase. Since 2007, VOM FASS has been expanding in the U.S. in different states to offer unique traditional products originally on offer from Germany, where the company started, since 1994. The company now features 270 open locations in European and Asia Pacific countries.
Following its move into the U.S. six years ago, the brand has been adjusted to sit well with American consumers and local legal requirements. With aims to reach expansion levels of between 15 and 20 new franchise locations annually, VOM FASS U.S. leadership continues to work closely with international teams to ensure coordination with the European market. This requires finessing language differences with multilingual new additions to the team, managing time zone variations, and interacting with different cultural backgrounds. Specifically for the U.S. market, differing liquor laws have had to be overcome by implementing a strong relationship with a Wisconsin based distillery. Yahara Bay is that distillery, located in Madison, Wisconsin, where VOM FASS liquor items are currently bottled.
By investing in larger real estate space for customers to shop in, VOM FASS has integrated the cultural norms in the U.S. that respect spaciousness while seeking out ideal store locations where populations are booming enough to enjoy and sustain the concept. This, coupled with an interest in city locations that feature a strong interest in fine foods and drink, continues to influence how the brand expands year after year. With locations strategically popping up in cities where franchise partners can successfully manage their stores with an interested customer base, the brand continues to develop with a new store coming soon in Claremont, CA, preceded by stores in Sedona, AZ, New Orleans, LA, and Austin, TX, to name just a few.
What the brand’s leaders have mastered, and continue to master in new ways within each new store across the U.S., is the adaptation of a winning European concept to an American market. This adaptation is based on the same old world traditions, fine foods, healthy eating concepts, and personalized community-feel of each store built on European lifestyles. Site selection strategy coupled with training and marketing programs for an easily duplicated concept are geared up for continued expansion in coming years, which the VOM FASS team is focused. The integration of U.S. cultural interests with a health and wellness-conscious brand concept is profitable for local communities and continues to benefit new franchise partners joining the team.