A Maryland franchisee is rapidly expanding his Playa Bowls footprint, signing a lease for a 1,226-square-foot unit at Westview Promenade in Frederick County — his second location in the county — with a third already slated for Urbana and two more targeted in Carroll or Washington counties. The moves signal growing operator confidence in the health-forward superfruit bowl segment at a time when better-for-you fast-casual concepts are drawing increased investment.
The Expansion Plan
Gene Sherman, who previously owned two Anytime Fitness franchises before pivoting to foodservice, plans to open the Westview Promenade location in December, with his Urbana unit expected to follow in the first quarter of 2027. That would bring his Playa Bowls portfolio to at least three units, with two more sites in the planning stage. Westview Promenade is a 200,000-square-foot outdoor lifestyle center anchored by Regal Westview Cinema and MOM's Organic Market, positioned at the intersection of Maryland Route 85 and Crestwood Boulevard. More than 90,000 consumers live within a five-mile radius of the center, with nearly 35,000 households averaging more than $85,000 in annual income — a demographic profile that aligns closely with Playa Bowls' core customer.
"Healthy living has taken center stage for an increasing number of consumers and this begins with proper nutrition and paying attention to what a person consumes," Sherman said. "People are rejecting manufactured food which causes inflammation and, instead, turning to meals and snacks that are prepared with fresh and real ingredients."
Co-Tenancy as a Growth Driver
Sherman's site selection at Westview Promenade reflects a deliberate co-tenancy strategy. The center's mix of quick-serve restaurants, MOM's Organic Market, Starbucks, and Cold Stone Creamery provides built-in foot traffic from health- and lifestyle-conscious shoppers who represent natural crossover customers for açaí and superfruit bowl concepts. This kind of anchor-driven placement is increasingly common among better-for-you fast-casual operators looking to reduce customer acquisition costs by proximity rather than paid marketing alone.
Playa Bowls, which now operates more than 400 shops across 30 states, offers a menu of 40 items including açaí, pitaya, green, and coconut bowls, as well as oatmeal bowls, cold-pressed juices, smoothies, and cold brew drinks. All products are blended fresh-to-order with no dyes or artificial chemicals, and the menu includes gluten-free and vegan options — attributes that resonate strongly with the health-and-wellness consumer segment Sherman has tracked since his fitness franchise days.
Danielle Beyrodt, Vice President and Chief Operating Officer of landlord Hill Management Services, called the brand "a well-known and extremely well-operated franchise concept with a loyal customer following," noting consumer interest in ingredient transparency as a key factor in the leasing decision. The transaction was brokered by Danielle Bridge of Hill Management Services and Mason Bernstein of KLNB on behalf of the landlord, with Jeff Banks of Tennant Commercial representing Sherman.
For operators watching the health-focused beverage and bowl segment, Sherman's multi-unit push illustrates how franchisees with backgrounds in wellness retail are increasingly crossing into foodservice — bringing consumer behavior insights that can translate directly into site selection and brand positioning strategies.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
