Freddy's Adds Atlanta-Based ELJ Investments In Georgia And South Carolina Deal

Freddy's Frozen Custard & Steakburgers has added Atlanta-based ELJ Investments to its franchise system through a 10-unit Georgia and South Carolina agreement. The deal combines acquisition and development: ELJ will acquire six existing Freddy's restaurants in Augusta, Georgia, and Columbia, South Carolina, and plans to develop four additional restaurants across the two states.

That structure makes the announcement more than a routine development signing. By taking over existing restaurants, ELJ is stepping into live operations, staff, guest expectations and local market performance from the start. The four planned new stores then become an expansion layer on top of an operating base. For a franchisor, that can be more attractive than a purely greenfield agreement because the partner has immediate exposure to the brand's real day-to-day economics.

Freddy's described ELJ as an experienced multi-unit, multi-brand operator with more than 20 years in restaurant operations and acquisitions. Chief development officer Andrew Thengvall said the group's operational experience, entrepreneurial mindset and long-term commitment made it a fit for the system. The emphasis on operations matters. A brand with more than 580 locations cannot grow through signing activity alone; it needs partners who can run consistent restaurants across multiple local labor markets.

The geography also gives the deal weight. Augusta and Columbia are not speculative national headlines. They are practical Southeast markets where regional awareness, real estate discipline and local management strength will decide whether additional restaurants can perform. The agreement allows Freddy's to deepen presence across Georgia and South Carolina while relying on an operator already based in the broader region.

Freddy's has been active on development this year, including earlier moves to strengthen its development team and a stated push toward more than 60 restaurant openings in 2026. The company is also competing in a fast-casual environment where burger brands need to show that growth is supported by restaurant economics, not just menu loyalty. Frozen custard, steakburgers and hospitality may bring guests in, but multi-unit franchisees look closely at build costs, staffing, throughput and repeat traffic.

For ELJ, the deal offers a platform rather than a single-store opportunity. Acquiring six restaurants gives the group a foundation; building four more will test whether it can translate that foundation into controlled growth. For Freddy's, the agreement reinforces a familiar franchise development lesson: expansion is strongest when new units are tied to operators with enough local experience and operating capacity to protect the brand as the footprint widens.