See & Be Kitchen Launches “First Rise Challenge” to Select Founding Franchisee

See & Be Kitchen has launched the First Rise Challenge, an eight-week competition designed to identify its founding franchisee as the bakery group prepares to expand its community-focused model across the northeastern United States.

The programme, which begins on January 1, 2026, is positioned as an “apprenticeship to ownership” and will guide candidates through a structured series of creative, operational and commercial challenges reflecting the realities of running a See & Be Kitchen bakery. The initiative marks the brand’s first step toward franchising following the growth of its long-fermented sourdough and handcrafted pastry concept in the Catskills region.

The challenge is structured around eight themed weeks, starting with video submissions outlining candidates’ motivation and preferred territory, followed by assessments of cultural fit, leadership style and craft understanding. Later stages test operational discipline, baking knowledge, community engagement and financial readiness, culminating in a final presentation of a 90-day launch plan to an external expert panel.

Founder Chrissy Traore said the company is seeking a long-term partner rather than a traditional franchise operator, emphasising alignment with the brand’s people-first values, artisan ethos and community focus.

The franchise model is built around standardised recipes, long-fermentation baking processes and a systems-supported operating platform. Franchisees will be supported through marketing, technology, training and operations, alongside a wholesale backbone complemented by retail and catering opportunities.

The founding franchisee will receive incentives valued at up to EUR95,000, including a 50% reduction in the franchise fee, one year of waived royalties and an initial packaging order at no cost. Eighteen territories across the Northeast have been prioritised for the first expansion phase.

Applications for the First Rise Challenge are now open.