Brunson intends to move beyond a passive celebrity endorsement, signaling plans to collaborate directly with the chain’s culinary and leadership teams. The partnership aims to inject a competitive edge into the brand’s operations, with Brunson slated to visit locations and contribute to the company's strategic growth. This investment represents his first venture into the restaurant business, aligning his personal brand with a company currently operating over 125 locations.
Founder Nick Kenner views the collaboration as a homecoming of sorts for the New York-born chain. Following a period of aggressive expansion that saw 20 new units open in 2025, the company is targeting an additional 30 locations this year. Kenner expects the Knicks star to bring the same intensity found on the court to the fast-casual segment, providing a high-profile boost to the brand’s ongoing national scaling efforts.
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