A brand new fast-casual concept is getting ready to launch in South Florida. It’s focused on doing one thing extremely well: toast.
Holy Toast—which you can think of as like a deli, or a panini place, but which is really something all its own—will take a build-your-own approach to toasts and sandwiches, and when it hits, it’s going to hit hard. A total of ten locations are planned for the Miami market, with plans to launch in New York too.
“We’re taking toast to the next level,” co-owner Tamir Vigder told What Now on Friday. Vigder, who is launching Holy Toast together with Ron Bar, comes from a marketing background. That has led him to pursue a simple, streamlined approach to the product and excellent locations.
“It’s going to be high quality toast, all made with fresh ingredients. You choose between different meats—pastrami, salami, and so on—choose your toppings, and add sauces that are all made in-house.”
There you have the streamlined menu. And the locations?
Well, What Now reached out on Friday after coming across plan review paperwork submitted for Holy Toast’s first restaurant, which is opening in Surfside, at 9520 Harding Ave., Suite A.
“We’re opening there in mid-June,” said Vigder. “We’re also getting our second location into construction in Wynwood. It’s on Second Avenue, just in front of Wynwood Walls and Casa Tua.”
The Wynwood location is expected to launch before the end of the year.
Stay tuned for more details on Holy Toast—Vigder says lots more are coming.
“Holy Toast is a brand-new chain, and we’re going big here. You’re going to be seeing it everywhere.”
