MidnighTreats is a late-night food-truck or small-format franchise offering waffles, desserts and sweet-snacks on-demand, serving late-night crowds, event patrons, and dessert lovers, and known for mobile flexibility, viral menu appeal and lean startup model.
KEY FRANCHISE STATS
Franchisees
?
2
+
n.a.
n.a.
Franchise fee
?
$30,000
Investment
?
$133,000 - $296,000
Revenue (AUV)
?
Undisclosed
$0
+
n.a.
n.a.
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MidnighTreats is a fast-growing dessert franchise founded in 2018 in Northern Virginia by Johnny Nguyen. The concept started in the founder’s mother’s kitchen in Vienna, Virginia and later grew into a full retail brand. It is headquartered in Reston, Virginia. The company began franchising in 2024.
MidnighTreats offers a 100% plant-based menu featuring its signature “thicc” gourmet cookies, oat-milk gelato, and other vegan desserts. The business model uses a small footprint and minimal staffing to reduce operating costs. The brand follows a simple and scalable approach built for strong unit economics.
The franchise differentiates itself with indulgent, fully vegan treats that attract both plant-based and traditional dessert lovers. Its focus on sustainability, ethical ingredients, and compostable packaging strengthens its appeal. With its late-night culture and bold branding, MidnighTreats stands out in the modern dessert segment.
Initial investment
The initial investment required for a MidnighTreats franchise is
$133,000 - $296,000.
That is the total cost you would need to finance if you were to start this franchise.
These costs are provided by the franchisor in the Franchise Disclosure Document.
Type of Expenditure
Amount
Initial Franchise Fee
$30,000
Construction and Leasehold Improvements
$40,000 – $130,000
Lease Deposits – Three Months
$10,500 – $20,000
Furniture, Fixtures and Equipment
$20,000 – $30,000
Signage
$5,000 – $12,000
Computer, Software and Point of Sales System
$800 – $2,000
Grand Opening Marketing
$4,000 – $8,000
Initial Inventory
$4,000 – $8,000
Utility Deposits
$500 – $1,500
Insurance Deposits – Three Months
$500 – $1,500
Travel for Initial Training
$2,000 – $4,000
Professional Fees
$5,000 – $17,000
Licenses and Permits
$600 – $2,000
Additional Funds – Three Months
$10,000 – $30,000
Total Estimate
$132,900 – $296,000
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Type of Expenditure
Amount
Initial Franchise Fee
$30,000
Construction and Leasehold Improvements
$40,000 – $130,000
Lease Deposits – Three Months
$10,500 – $20,000
Furniture, Fixtures and Equipment
$20,000 – $30,000
Signage
$5,000 – $12,000
Computer, Software and Point of Sales System
$800 – $2,000
Grand Opening Marketing
$4,000 – $8,000
Initial Inventory
$4,000 – $8,000
Utility Deposits
$500 – $1,500
Insurance Deposits – Three Months
$500 – $1,500
Travel for Initial Training
$2,000 – $4,000
Professional Fees
$5,000 – $17,000
Licenses and Permits
$600 – $2,000
Additional Funds – Three Months
$10,000 – $30,000
Total Estimate
$132,900 – $296,000
Franchise Disclosure Document
Below is MidnighTreats's 2025 Franchise Disclosure Document. Upgrade to Pro or purchase the FDD to view and download the document.
Number of units
MidnighTreats had 3 total units in 2025, of which 2 were franchised-owned and 1 company-owned.
MidnighTreats provides a multi-phase training program to prepare franchisees for operating their business effectively and in line with brand standards.
Initial Training Program: The Managing Owner and one designated manager must complete the training at least 45 days prior to opening. This program includes classroom and on-the-job instruction at a location determined by the franchisor or through online conferencing. If more than two individuals attend, an additional fee of $300 per person applies.
Ongoing Training Requirements: Franchisees must attend any refresher courses, system-wide training, or additional seminars as required by the franchisor. These may occur at various times and locations, including online, and franchisees must cover all associated expenses, such as travel, meals, and lodging.
Supplemental Training: If the franchisee hires a new Operating Manager or fails to meet performance standards, the franchisor may require supplemental training. This is offered either on-site or remotely and costs $300 per trainer per day plus travel expenses. Participation in these sessions is mandatory when requested.
Territory Protection
MidnighTreats grants its franchisees a “Designated Territory” that typically extends three miles from the approved shop location, though this distance can vary based on population density, demographics, and physical barriers.
While the franchisee is allowed to operate within this area, the territory is not exclusive. The franchisor retains the right to sell through other channels like the internet, catalog sales, or third-party platforms even within the franchisee’s territory.
Franchisees may face competition from other MidnighTreats shops, company-owned outlets, or affiliated brands. However, as long as the franchisee is not in default, the franchisor agrees not to establish another MidnighTreats location within the franchisee’s designated territory.
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