WOWorks, the Fla. parent of Frutta Bowls, is widening its store-within-a-store concept in the Philadelphia area. Among other local placements, the market expansion has brought the bowl-and-smoothie quick-serve restaurant to the GIANT supermarket in Doylestown.

The business plan behind the expansion is to open multiple restaurant brands in non-traditional locations. The expectation is that tucking the food service outlet into existing facilities will bring greater efficiencies, owning to shared back-end operations and equipment.

Jordan Rideout and Curtis High are first-time owners of the chain. They also oversee eight Saladworks locations (also under the WOWorks brand umbrella) throughout Pa. and Del.

The menu comprises açaí bowls of various flavors (including peanut butter and jelly), hot oatmeal bowls, and beverages such as the Green Machine, a combination of avocado, kale, coconut milk, pineapple, mango, and honey.

“We are excited to offer GIANT customers’ Frutta Bowls’ menu of fresh healthy smoothies, bowls and bites,” said Rideout.

Several of the WOWorks expansions in the Phila area are co-branded. These GIANT-located Saladworks/Frutta Bowl twinned shops are in Philadelphia, Trexlertown (Lehigh County), and Harrisburg.