Craveworthy Brands has become an investor and managing partner of Gregorys Coffee to help fuel the chain’s next phase of growth.

Founded in 2006 in Manhattan, Gregorys began as a single neighborhood cafe and has grown into a coffee brand known for its dedication to craft and innovative beverage offerings.

The chain now has more than 50 locations across the US and is planning to roll out new product offerings and innovative cafe formats.

As part of the investment, Craveworthy will manage and provide expertise across core business functions such as operations and training, with plans to franchise the brand in the fourth quarter.

Gregorys founder Gregory Zamfotis will remain with the company as president. Its roastery in New York City will continue to serve as the heart of operations.

“Gregory has built something special: a cult following, a craft product and a clear identity,” said Craveworthy Brands CEO Gregg Majewski. “Our role is to protect that, while layering in the operational firepower to grow thoughtfully.”

The newly-formed partnership is supported by Branded Hospitality, Kitchen Fund and Harborfield Management Co.

In March, Craveworthy Brands acquired cinnamon roll concept Kinnamons, marking the second dessert chain in its portfolio.