Founded under the concept of serving a unique Greek-inspired fast-food experience in Romania, Spartan prides itself on fresh and authentic ingredients. CEO, Gabriel Melniciuc, discusses its warrior-like marketing campaigns and recipe for success.
FAST-FOOD
Commitment, perseverance, and determination are three words associated with the ancient Greek Spartans.
They are also attributes that can be applied to the Romanian restaurant brand of the same name.
Over the years, Spartan has grown significantly, expanding its presence with a chain of establishments, serving high-quality, freshly prepared rotisserie meat combined with homemade sauces and baked bread, all of which are central to its identity.
However, this year, the company has undergone a significant rebranding, updating its logo and location designs to modernise its image and appeal to a broader audience.
“This move is part of a broader strategy to enhance brand recognition and attract different generations, giving us a more diverse customer base,” introduces Gabriel Melniciuc, CEO of Spartan.
Indeed, the fast-food chain recently launched its first TV campaign centred around a ‘Top Fresh’ theme.
“We wanted to highlight the freshness of our products made in each location. The campaign ran for two months on Intact Media Group, the biggest TV channels in Romania, which was a significant milestone in our marketing efforts,” he adds.
A mixture of traditional advertising and digital promotional efforts proved to be a shrewd investment for Spartan.
Moreover, using social media platforms to connect with a different audience has been particularly effective.
“Deploying campaigns that engage users through humour and relatable content has, without a doubt, strengthened the brand’s presence in the market,” acclaims Melniciuc.
Spartan’s strategies have positioned the company in high-traffic mall food courts, and its recent rebranding demonstrates a commitment to evolving market trends and consumer preferences.
FAVOURABLE FAST-FOOD FRANCHISEES
Spartan offers compelling opportunities for entrepreneurs looking to enter the restaurant industry, particularly in the niche of Greek-inspired rotisserie meats and fresh, high-quality ingredients.
The company supports anyone seeking to open a franchise, however specific criteria are required.
“An entrepreneurial spirit is essential; we seek passionate and driven individuals. The ideal franchisee should be determined to succeed, capable of taking the initiative and making strategic decisions in order to grow the business,” Melniciuc highlights.
Financial stability and an ability to invest and sustain a business during its growth phase are also crucial, including having the necessary capital for the initial franchise fees and setup costs.
While previous experience in the food and beverage industry is advantageous, Spartan also values general business or management experience.
This ensures that franchisees have the skills to navigate potential staff issues, control costs, and drive profitability.
Additionally, a solid commitment to the customer experience is equally important.
“Understanding customer service is paramount to our brand identity. This includes being hands-on in day-to-day operations and ensuring every customer leaves satisfied.
“Prospective franchisees must align with Spartan’s values, emphasising quality, freshness, and authenticity. This means adhering to high standards for food preparation, ingredient sourcing, and overall operational excellence,” details Melniciuc.
Spartan values its Greek-inspired heritage and the traditions that come with it. Therefore, franchisees must be willing to uphold and appreciate this to enable them to contribute to the brand’s unique identity in the fast-food sector.
Alongside an excellent cultural fit, local knowledge and community engagement are key to understanding the market.
“We want people who are well-connected within their area and have a deep recognition of consumer preferences and trends, which can be vital to drive localised marketing efforts and build a loyal customer base,” he outlines.
COMBATTING THE COMPETITION
The food and beverage industry is currently one of the most dynamic and rapidly evolving sectors globally.
Several factors contribute to its exhilarating nature, including innovation and technological advancement, changing consumer preferences, and globalisation and localisation.
“It is an appealing space to work in for anyone passionate about modernisation, consumer behaviour, sustainability, and global trends,” Melniciuc excites.
Despite an exciting, ever-changing landscape, the industry has challenges, however Melniciuc views them as opportunities.
Like many fast-food companies, Spartan has faced and overcome several challenges, ranging from competitive pressures to operational difficulties.
“Managing a large number of franchisees often presents obstacles, such as maintaining consistent quality across all locations, but we addressed this by implementing stringent training programmes.”
As there is an increasing demand for healthier options and sustainable practices, Spartan responded by not using preservatives and highlighting its commitment to high-quality meat and potatoes.
“Emphasising the use of fresh ingredients is our way of aligning with consumer trends, and this has enabled us to retain relevance and appeal to a broader audience. However, differentiating ourselves from competitors was challenging as the market for fast-food chains specialising in rotisserie meat became saturated,” Melniciuc explains.
By focusing on product innovation, Spartan was able to stay ahead and boost profits by introducing McCain SureCrisp potatoes and a Greek-style meat recipe to enhance the menu.
THE ENDURING ALPHA OF THE INDUSTRY
Many elements have shaped Spartan in the past decade since its inception, including trends and technology.
Both are set to ensure the company continues serving Greek cuisine to the Romanian population for some time to come.
“TikTok and Instagram have also helped with our garlic sauce campaign, a key driver in customer interaction,” Melniciuc insights.
Like many companies, Spartan has had to navigate operational challenges and economic fluctuations that impact consumer spending.
However, focusing on efficiency and cost management enabled the company to weather any instability, and Spartan was able to expand whilst maintaining brand consistency.
“We introduced clear franchisee guidelines and standards, regular training sessions, audits, and support from the corporate team to ensure that Spartan locations deliver a consistent customer experience, which is critical for maintaining brand loyalty.”
Added to this, integrating Spartan’s app with other valuable functionalities will create an ecosystem that facilitates client interaction with the company.
“2025 will be the year of obsession for the customer! We will take the relationship with our clients to another level, whether we are discussing buyers or franchisees.
“We have many plans from new products requested by customers, training programmes for employees and franchisees, and a revolutionary system of integrating and supporting new partners,” Melniciuc concludes.
