Così Licenses Its Brand to Other Restaurants as a Virtual Catering Menu

Così, the Paris-born flatbread sandwich chain, is betting its future on other restaurants. The company has launched a program that lets qualified operators prepare and sell Così’s catering menu under a licensing deal, without opening a full Così restaurant. It works like a virtual brand, but only for catering.

The move comes after years of decline. Founded in 1989, the chain once had up to 150 locations across the U.S. by the end of 2008. It went through two bankruptcy filings, most recently in 2020. By that point, the chain had shrunk to about 13 units and transitioned to primarily a catering operation.

Now Così has just 16 restaurants left. The parent company, Così Restaurant Holdings LLC, announced the Così Market Partner Program on Monday. The program targets independent caterers, cafes, delis, and restaurants with a commercial kitchen, giving them a way to expand revenue by adding the Così menu as a catering option.

From Hundreds of Locations to 16

The scale of the retreat is striking. In 2008, Così operated up to 150 locations. By 2020, it had 13. Today it has 16. The chain has spent years shrinking, shedding stores, and pivoting to catering as its core business.

The licensing model is designed to extend that catering reach. Instead of building new brick-and-mortar locations, Così is asking other restaurants to carry its name on their menus. The partner prepares the food, sells it under the Così label, and pays a fee to the chain.

How the Licensing Deal Works

The arrangement resembles a virtual brand, but it is narrower. Virtual brands typically offer a full product line. Così is offering just a catering menu. The partner gets access to orders on Così’s website and third-party platforms, plus branded packaging, recipes, and training.

The financial terms are modest. After initial training, there are no ongoing fees except on sales. The fee structure splits between online and direct channels:

The 10% rate applies to sales routed through third-party platforms. The 20% rate applies when the sale comes through Così’s own website or customer service center.

The Test Run and the National Rollout

The program is not entirely new. David Polonitza, Così’s executive vice president, said the chain has tested the licensing partnership and is now working to expand it nationally. The rollout focuses first on markets where Così has a physical presence and strong brand awareness.

Polonitza framed the move as a natural extension of what the chain already does. “The Market Partner Program represents an important step in the continued evolution of the Così brand,” he said in a statement. “It creates new opportunities for independent operators while making Così catering available to more communities.”

He also noted that the average catering order is more than $300. That figure suggests the business is profitable per transaction, even after the partner pays the fee.

What the Numbers Show

The financial picture is mixed. At the end of 2025, Così had sales of $14 million, a 22% decline from the prior year, according to Technomic data. The chain’s unit count at that point was 14, down nearly 7%.

Those figures reflect broader trends in the restaurant industry. The Technomic Top 500 report found that chain restaurant sales slowed again in 2025 as consumers cut back on dining. Sectors like coffee, beverages and snacks, and chicken thrived.

The Partner’s Role

The partner’s responsibilities are straightforward. They prepare the food, manage the orders, and deliver to customers. They use Così’s recipes and branded packaging. They pay the fee on each sale.

The setup is designed to be low-friction. A cafe or deli with a spare kitchen can add the Così menu without a major investment. The partner does not need to open a full restaurant. They just need to be able to cook the food and handle the orders.

Why Così Is Doing This

The logic is simple. Così has a recognizable brand and a proven catering menu. It does not have the capital to rebuild its physical footprint. By licensing the brand to other operators, it can reach new markets without building new stores.

The program also spreads risk. If a partner fails, Così loses a small fee stream. If a partner succeeds, Così gains a new distribution channel.

The Bottom Line

Così is trying to survive by becoming a franchisee of itself. It is asking other restaurants to carry its name and its menu, while it collects a fee and keeps the intellectual property. The model works for the partner, who gets a new revenue stream. It works for Così, which gets distribution without investment.

Whether it works for the consumer is another question. A Così sandwich from a licensed partner is not the same as a Così sandwich from a Così store. The brand is being stretched thinner, and the experience is being diluted.

The program is a step in the brand’s continued evolution. Così is not sitting still. It is finding new ways to use its brand. Whether those ways are sustainable is the question nobody has answered yet.

catering · Così · licensing · restaurant decline · virtual brand