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.
Here's what you would need to invest if you were to start this franchise. These costs are provided by the franchisor in the Franchise Disclosure Document.
MidnighTreats provides a multi-phase training program to prepare franchisees for operating their business effectively and in line with brand standards.
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.
KEY FRANCHISE STATS
All you need to know about this franchise
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MidnighTreats
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