How One Restaurant Chain Rides the Green Wave

Established in 1998, Cheba Hut is the first marijuana-themed
sandwich “joint” that provides customers with made-to-order food
in an eclectic fast-casual environment. Seth Larsen, Chief
Relationship Officer of Cheba Hut joined host Barbara Castiglia
for an in-depth conversation about the Cheba Hut experience,
their franchise operations, the impact of the pandemic, and how
marijuana legalization is changing the company’s plans for
growth.


With a focus on fresh food and incredible service, Cheba Hut has
thirty-five locations across twelve states. Larsen points to a
‘green wave’ during the last twenty years that has made marijuana
and marijuana culture more palatable to consumers. While there
has been some pushback on the theme over the years, Larsen notes
the company’s successes with converting customers who might be
uncomfortable initially.


Larsen started with the company as a franchisee and sees the
company’s commitment to food quality as one of the main
attractions of the brand. “At the end of the day, we’re all
foodies. We’ve never gone backward on quality, only forwards even
if it meant more money,” Larsen said.


When it comes to finding the right franchisees and expanding
their locations, Cheba Hut focuses on values. “We really put our
franchisees up to our core values. We have the hustle, show
respect, own it, pay it forward, and keep it real. Nice and
simple,” Larsen said. “That’s made it really easy for us to
identify who’s going to be a good fit.”