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Noodles & Company

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Noodles & Company
Traded as NYSENDLS
Industry Fast Casual
Founded 1995 in Cherry Creek, Denver, Colorado
Founder Aaron Kennedy
Headquarters Broomfield, Colorado
Number of locations
Key people
Kevin Reddy (CEO & Chairman)
Products Pasta
& Other food products
Revenue Increase $300.4 million USD[1]
Increase US$16.052 million (2012)[2]
Increase US$5.639 million (2012)[2]
Total assets Increase US$156.99 million (2012)[2]
Total equity Increase US$10.4 million (2012)[2]
Number of employees
Slogan Your World Kitchen

Noodles & Company (NASDAQNDLS) is a fast-casual restaurant headquartered in Broomfield, Colorado, that offers international and American noodle dishes, as well as soups, salads, pasta and sandwiches.

It was founded in 1995 by Aaron Kennedy. It grew from $300,000 in revenue in 1996 to $300 million when it went public in 2013. The company had 410 locations, including franchises, in 31 states as of July 1 2014. [3]



The idea for Noodles & Company was conceived by former Pepsi marketing executive Aaron Kennedy, after eating at Mamie's Asian Noodle Shop[4] in Greenwich Village, New York.[5] He felt there were not enough restaurants that served noodle dishes, which are a staple for many international foods.[5][6] Kennedy started developing recipes out of his mother-in-law's kitchen with the future COO, Joe Serafin, and head chef, Ross Kamens, in 1994.[7]

Kennedy raised $73,000 ($117 thousand in 2015 dollars) in personal funds and $200,000 ($319 thousand in 2015 dollars) in investments from 24 friends and family members.[8][9] The first Noodles & Company was opened in October 1995, in the Cherry Creek neighborhood of Denver, Colorado.[4][9] Kennedy was joined by partner and real estate developer, Tom Weigand, who he had met at Augustana College.[9][10] They opened a second location in Madison, Wisconsin, the following March.[4][9]

Early history

In the first three months, Noodles & Company lost $42,000.[6]($63.4 thousand in 2015 dollars) It almost went out of business in 1996 after a reporter with the Wisconsin State Journal published a negative review.[11] He said Noodles & Company was "a killer idea"[12] but "criticized nearly every dish he'd tried."[13] The Denver Post had published a similar review.[14] In response, Kennedy started a "Redefine Noodles & Company" campaign "to redefine and refine nearly every aspect of the operation."[11][13]

In mid-1996, the management team went to Chicago to observe other noodle restaurants[13][5] and the night of their return, the basement flooded at the Madison location.[15] The next day, Kennedy made a list of 15 areas for improvement.[11] Rocky Mountain News said "the team completely revamped the Noodles concept, overhauling the menu, the prices, the decor and more. It worked."[6] The restaurant implemented a warmer color scheme. Steam tables to keep food warm were replaced with saute lines to cook each dish as it is ordered.[5][13] Two new managers were hired and an executive chef re-worked the menu.[13] According to Inc. Magazine, within sixty days "the food had improved dramatically."[11]


View of the saute line from the customer counter at a Noodles & Company restaurant

From 1996–2000, Noodles & Company's revenues grew from $330,000 ($498 thousand in 2015 dollars) to $13 million($17.9 million in 2015 dollars).[16] Local food critics in many cities began naming Noodles & Company as the best fast-food restaurant in the city and it was frequently listed as a "company to watch."[4] It won a Hot Concept! award from Nation's Restaurant News.[17] $1 million ($1.45 million in 2015 dollars) in stock was sold in 1998, which was followed by a $2.5 million ($3.63 million in 2015 dollars) round of funding and a $5 million round in 2000.[6] ($6.87 million in 2015 dollars)

The restaurant had 37 locations in 2002,[7] 65 in 2003 and 142 by 2007. The company started franchising in 2003 and by 2007, 22 of its stores were franchises.[7][18][19] The restaurants were re-designed in 2004 with lighter colors, new packaging, a greater emphasis on carryout orders and a floorplan that emphasized an open kitchen, where the saute line was visible to customers.[20]

According to Rocky Mountain News, the company was growing "so fast that it has had to move every two years."[21] In 2006, its headquarters were moved from Boulder to Broomfield, Colorado.[22][23] The company's founder, Aaron Kennedy, stepped down from his position as CEO that same year and was replaced by Kevin Reddy.[24] The number of Noodles & Company locations grew three-fold from the beginning of the financial crisis of 2007–08 to 2013, reaching 339 locations.[25]

Recent history

In 2010, a majority interest in Noodles & Company was acquired by an investment group led by Catterton Partners.[22][26][27] In January 2013, bankers told the Financial Times that Noodles & Company was scouting for underwriters for an initial public offering (IPO).[28][29] Two months later, the intent for a public offering was confirmed with a filing with the Securities Exchange Commission for $75 million in stock. Around this time, the company had reached 339 locations, 51 of which were franchises, and $300.4 million in revenues.[1] Within a day following Noodles & Company's IPO on June 27, the stock price doubled. Fast Company and The Daily Beast called it "the hottest IPO of the year" and compared it to Chipotle's IPO.[30][31]

On November 16th, 2015, the Noodles & Company restaurant chain announced it has pulled out of Central Texas, closing all five of its locations in the Austin, TX area. Restaurants in a handful of other cities have already closed or will close in the coming weeks, including ones in Lubbock, TX and the Washington, D.C. area, according to published reports. [32]

Menu and restaurants

A Wisconsin macaroni and cheese from Noodles & Company

Noodles & Company offers international and American noodle dishes, as well as soups, salads, pasta and sandwiches.[33] Most pasta entrees come vegetarian, but have optional protein toppings such as tofu, chicken, beef or shrimp.[4] It also sells flat bread and desserts like Rice Krispies Treats.[8][17]

Customers order at the counter and are served at their table,[9] usually within five to seven minutes.[34] The average check is approximately $8 per person.[35] The restaurants use soft lighting, furniture made from recycled bamboo and have bench seating and community tables.[36] Orders can be made online, to dine-in, or to-go.[33]

Seasonal items were first introduced to supplement the menu in 2002.[7] Two years later, noodle-less entrees were added in response to the trend for low-carb diets.[37][38] The following year it introduced a whole grain Tuscan fettuccine.[39][40] Naturally-raised pork was added as a meat option in 2012.[41] Three seasonal items and a gluten-free fusilli were added in April 2013.[42][43]

In 2015, Noodles & Company debuted customizable kids’ meals.[44]


From 1997 to 2002, Noodles & Company sponsored outdoor and print ads. By 2002 it had a $1.3 million advertising budget and began airing ads on major television networks. One was of a "snake charmer" using a flute to charm noodles and the other was a noodles dish as a landing UFO, from which noodles emerged. Both ads carried the slogan "We're going to get you."[45] Afterwards, in the early 2000s, the company reduced its advertising resources, before a rebranding effort that started in 2008.[46]

The slogan "Your World Kitchen" was introduced in 2013. The largest component of Noodles & Company's advertising is in outdoor ads like billboards, but it also invests in radio, digital media and news sites. The billboards emphasize the global cuisine. One points to a parking lot and says "Recipes imported from more countries than these cars."[47][48]

Operations and franchises

Location in Sheboygan, Wisconsin

Most Noodles & Company restaurants are owned and operated by Noodles & Company Incorporated, but some are operated in a franchise model. Franchise locations are operated by an independent franchisee that is trained by Noodles & Company and uses the same menu, pricing and branding as corporate-owned stores.[18] As of 2010, the average Noodles & Company store generated more than $1 million in annual revenue, with a profit of 21 percent.[49] Takeout orders account for approximately 25 percent of revenues.[9] According to Inc. Magazine, Noodles & Company is more selective than other franchise-based restaurants in franchise partners, and has a higher ratio of corporate-owned stores than most franchising restaurants.[50]


Nutrition facts are posted on the company's website. As with most pasta-based dishes, the company's noodles dishes are high in carbohydrates, with regular-sized dishes containing 80–150 grams of carbohydrates per serving (the company's salads and sandwiches tend to be lower in carbohydrates). Many of the regular-sized pasta dishes exceed 1,000 calories, but smaller portions with under 500 calories are available for some dishes. Noodles and Company offers dishes made with gluten-free and vegan ingredients, but warns that cross-contamination may occur.[51]


  1. ^ a b c d Migoya, David (May 23, 2013). "Noodles & Co. Files intent for IPO". The Denver Post. Retrieved June 14, 2013. 
  2. ^ a b c d ' United States Securities and Exchange Commission. Form 424B4 filed to the SEC before IPO, June 27, 2013'
  3. ^ company web site
  4. ^ a b c d e Thorn, Bret (2005). "Noodles & Company". Nation's Restaurant News. 
  5. ^ a b c d Donald Sull (6 October 2009). The Upside of Turbulence. HarperCollins. p. 57. ISBN 978-0-06-193976-1. Retrieved 13 June 2013. 
  6. ^ a b c d Graham, Sandy (September 24, 2000). "Pasta Entrepreneur Uses his Noodle". Rocky Mountain News. 
  7. ^ a b c d Rogers, Monica (January 1, 2002). "The zen of noodles: Noodles & Company menu master Ross Kamens never stops exploring new ways to prepare pasta". Chain Leader. 
  8. ^ a b Sharos, David (March 15, 2001). "Eatery Owner Adds Naperville to Plate". Chicago Tribune. Retrieved June 14, 2013. 
  9. ^ a b c d e f LaVecchia, Gina (2000). "Going Bowling". Restaurant Hospitality. pp. 84, no. 7: 62. 
  10. ^ "Oodles of Noodles; Company plans B-N restaurants". The Pantagraph. March 19, 2005. 
  11. ^ a b c d Matthews, Carole. "You can't always go it alone". Inc. Magazine. Retrieved June 14, 2013. 
  12. ^ Kovalic, John (April 14, 1996). "Noodles & Company a Great Idea, but Food Comes up a bit limp; State Street Spot Doesn't Reach Potential". Wisconsin State Journal. pp. 7F. 
  13. ^ a b c d e O'Sullivan, Kate (September 1, 2011). "Using Your Noodle". Inc. Magazine. Retrieved June 14, 2013. 
  14. ^ Kessler, John (November 10, 1995). "Menu has every kind of noodles". The Denver Post. p. 2D. 
  15. ^ Tina Gant (22 June 2007). International Directory of Company Histories. Gale. Retrieved 14 June 2013. 
  16. ^ Brand, Rachel (October 19, 2001). "Former Wild Oats Exec Joins Noodles & Company". Rocky Mountain News. pp. 2B. 
  17. ^ a b Pleasure, M.J. (April 17, 2003). "Noodles & Company speaks a universal language: pasta". The Gazette. Retrieved June 15, 2013. 
  18. ^ a b Michael A. Hitt; R. Duane Ireland (2008). Competing For Advantage. Cengage Learning. pp. 218–. ISBN 978-0-324-31666-7. Retrieved 13 June 2013. 
  19. ^ Berta, Dina. "Noodles & Company plots expansion with aggressive franchising." Nation's Restaurant News 37, no. 22 (June 2, 2003): 8. MasterFILE Complete, EBSCOhost (accessed June 13, 2013).
  20. ^ Lockyer, Sarah E. 2004. "Carving out a brand-new niche." Nation's Restaurant News 38, no. 48: 4. MasterFILE Complete, EBSCOhost (accessed June 14, 2013).
  21. ^ "Noodles & Company Expands in Boulder". Rocky Mountain News. April 5, 2002. 
  22. ^ a b Wallace, Alicia (December 28, 2010). "Equity firm takes majority stake of Broomfield's Noodles & Co.". Colorado Daily. Retrieved June 14, 2013. 
  23. ^ Shanley, Will (September 5, 2006). "Boulder weighs incentives". The Denver Post. pp. C–01. 
  24. ^ Berta, Dina. 2006. "Kennedy: Noodles' undercover chief investigates employee experience." Nation's Restaurant News 40, no. 21: 32. MasterFILE Complete, EBSCOhost (accessed June 14, 2013).
  25. ^ World News Now (Broadcast Television). Chicago, Il: WLS-CHI (ABC). June 12, 2013. 
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  27. ^ "Broomfield-based Noodles & Company sold to investment firm". December 28, 2010. Retrieved June 14, 2013. 
  28. ^ Jennings, Lisa (January 17, 2013). "Noodles & Company shifts marketing message". Nation's Restaurant News. Retrieved June 15, 2013. 
  29. ^ Ballaban, Michael; Soma Biswas (January 9, 2013). "Noodles & Company interviewing advisors for initial public offering". Financial Times. Retrieved June 14, 2013. 
  30. ^ Gross, Daniel (July 2, 2013). "How a Pasta Chain Called Noodles & Co. Punked Wall Street". Retrieved July 3, 2013. 
  31. ^ Kamenetz, Anya (July 2, 2013). "The Recipe for Noodles & Company's Secret Sauce?". Fast Company. Retrieved July 3, 2013. 
  32. ^ Dinges, Gary (November 16, 2015). "Restaurant chain pulls out of Austin, closing 5 locations". Retrieved November 16, 2015. 
  33. ^ a b Brandt, Akasha (January 23, 2012). "Noodles & Company opens in Market Square, serves variety of pasta dishes". The Globe. Retrieved June 15, 2013. 
  34. ^ Korbelik, Jeff (June 3, 2005). "Using your noodle". Lincoln Journal Star. p. 20. 
  35. ^ Much, Marilyn (September 20, 2013). "Noodles & Co. Restaurant Future Looks Tasty After IPO". Investor's Business Daily. Retrieved September 23, 2013. 
  36. ^ "Noodles & Company set to open Tuesday". The State Journal Register. July 13, 2008. p. 13. 
  37. ^ Iggers, Jeremy (November 11, 2004). "Noodling around". Star Tribune. pp. 10T. 
  38. ^ Warchol, Glen (August 31, 2004). "Oodles more 'Noodles' set for Utahns' Palates". The Salt Lake Tribune. pp. E1. 
  39. ^ Phillips, Valerie (February 25, 2005). "Stand by your bran". Deseret News. Retrieved June 14, 2013. 
  40. ^ "Noodles & Company offers whole-grain dish". Denver Business Journal. February 17, 2005. Retrieved June 15, 2013. 
  41. ^ COOMES, STEVE. 2013. "Noodles & Company." Nation's Restaurant News 47, no. 8: 48. MasterFILE Complete, EBSCOhost (accessed June 15, 2013).
  42. ^ Thorn, Bret. "Menu Tracker: New items from KFC, Little Caesars". Nation's Restaurant News. 
  43. ^ Strom, Stephanie (December 25, 2012). "In Hopes of Healthier Chickens, Farms Turn to Oregano". The New York Times. Retrieved June 14, 2013. 
  44. ^ "Noodles & Company debuts customizable kids’ meals". 30 September 2015. Retrieved 13 March 2016. 
  45. ^ 2002. "Noodles & Company takes to airwaves, rolls 1st TV spots." Nation's Restaurant News 36, no. 44: 14. MasterFILE Complete, EBSCOhost (accessed June 13, 2013).
  46. ^ "Noodles and Company Taps Carmichael Lynn". Adweek. November 10, 2008. Retrieved June 21, 2013. 
  47. ^ "Noodles & Co. Gets Creative with Campaign". QSR. April 13, 2013. Retrieved June 15, 2013. 
  48. ^ Lukovitz, Kariene (April 11, 2013). "Noodles & Company Launches Multichannel Push". Retrieved June 15, 2013. 
  49. ^ "FDD Talk: Average Sales, Expenses, and Operating Profits of Noodles & Company in 2010". Franchise Chatter. December 31, 2011. 
  50. ^ Vanden Bos, Peter (May 24, 2010). "How to Choose the Right Franchise Location". Inc. Magazine. Retrieved June 14, 2013. 
  51. ^ "Noodles & Company: Nutrition Guide". Retrieved 21 October 2014. 

Further reading

  • Noodles & Company Chef shares an asparagus recipe
  • An interview with CEO Kevin Reddy about going public

External links

  • Official website
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