Fuse Frozen Co. Expands Franchise Push Across Southeast

Fuse Frozen Co., based in St. Simons, Georgia, is recruiting franchisees across the Southeast after nearly 15 years of refining its frozen dessert concept in company-owned shops. The brand, founded in 2012, operates three corporate locations in Glynn County, Georgia, and franchise sites in St. Augustine, Florida, and Atlanta. Franchising began in 2025.

Justin Henshaw, founder and CEO, said the wait was deliberate. "Rather than rushing into franchising, we wanted to prove the concept first in multiple locations," he said. "We focused on building profitable stores, documenting our systems, creating repeatable operating procedures, and making sure the model could succeed without the owner being involved in day-to-day operations."

The first phase of growth targets North Florida. Jacksonville, Yulee, St. Augustine and Daytona Beach are the priority markets, and the company also plans more stores in the suburbs around metro Atlanta. St. Augustine and Atlanta already have franchise locations, so the new sites expand from existing territory rather than start from scratch.

Henshaw said the company will grow in clusters rather than by awarding franchises wherever opportunities arise. Concentration, he said, builds brand recognition and lets franchisees draw on shared regional marketing and operational support. The new stores will sit close to the brand's current base in Georgia and Florida, keeping support local while the network widens. The goal, he said, is a group of stronger stores, not a scattered list.

The menu is built around self-serve frozen yogurt, with staple and rotating flavors that vary by store. Ice cream, gelato, dairy-free sorbet and a wide range of toppings are available, and gluten-free options are on the menu too. Henshaw said the customization gives customers room to make the store a regular stop rather than a one-off dessert run.