Chef Fabio Viviani opens the fifth location of his jarred-dessert chain today at 8853 Ladue Road in Ladue, a St. Louis suburb, transforming a former ice cream shop into a quick-service sweets destination. Franchisees Monica and Kit Crooks helm the operation, with plans for five area stores in five years and potential to double that. Viviani attends the Friday debut, marking the brand's entry into Missouri amid rapid national expansion.
A Pandemic-Born Franchise Model
Fabio Viviani, known for his restaurants, cookbooks, and television appearances, created JARS in 2021 when shutdowns idled his operations. The concept prioritizes low labor, minimal contact, and quick training—days instead of weeks—making franchising accessible without massive upfront costs. Viviani describes it as a safe entry for food enthusiasts wary of the industry's high risks and expenses. Existing franchise groups aim for 150 stores in three years, building on the Chicago flagship from 2023.
Layered Desserts and Customization
JARS serves made-to-order, 6-ounce portions in clear plastic jars, layering custard bases or soft-serve ice cream with toppings for visual appeal. Eight core flavors rotate with six monthly specials from a library of 150 options, ensuring variety for repeat customers. Custard standouts include Strawberry Shortcake, Tiramisu, and Tres Leches Cake; this month's specials feature Triple Chocolate Nutella and Lemon Marshmallow Meringue Pie. Soft-serve choices like Salted Caramel Pecan pair with cake shakes, while refreshers such as blue raspberry lemonade add non-dessert options. Viviani eyes local adaptations, like a gooey butter flavor, starting in St. Louis before possible national rollout if demand surges. Pre-made jars support events from weddings to corporate gatherings, with mini sizes for quick servings.
Streamlined Space and Opening Events
The 1,200-square-foot Ladue outlet focuses on efficiency: a counter, self-order kiosk, video production displays, and menu boards with photos. No indoor seating exists, but exterior benches seat about a dozen. Opening hours run 11 a.m. to 8 p.m. Friday, then 11 a.m. to 10 p.m. daily. Grand opening perks include a raffle for wellness packages and Cardinals Champions Club tickets, visits from Blues mascot Louie and MMA fighter Jessie Finney, plus free jars for the first 1,500 visitors. Monica Crooks highlights the appeal—no early mornings or hired chefs required for simple, attractive products. This model reflects broader shifts toward low-overhead food businesses, blending visual social media draw with franchise scalability in a competitive dessert market.
