Holidays in the Bay Area could get a little easier for some families with the return of a food retailer. Honey Baked Ham Co. is plotting its comeback to the region with plans to open up to five new locations over the next three years. This is part of a broader national strategy to grow its franchised footprint and reach new year-round customers. The Atlanta-based company, best known for its glazed holiday hams, is shifting its business model to appeal to evolving consumer preferences and sees the Bay Area as a strategic market for that transformation. Eric Edwards, who is leading the brand’s national expansion, confirmed that HoneyBaked is actively scouting sites in cities including Fremont, Mountain View, San Mateo, San Carlos and Morgan Hill. “The Bay Area stands out as an ideal market due to its blend of dense population and evolving consumer expectations around quality and convenience,” Edwards said in an emailed statement. “It’s a region that embraces premium, specialty food options and values both tradition and innovation.” Business model shift Honey Baked Ham is updating its store format and menu offerings to serve a broader range of customers. New locations will blend their traditional holiday meal offerings with fast-casual lunch and dinner service, adding take-and-bake items like sliders and biscuits, and featuring digital ordering and streamlined pickup. Stores will be around 2,000 square feet and are designed for both dine-in and take-out. “Each location is meant to serve both our core holiday customers and those looking for everyday meals,” Edwards said. Each new store is expected to create 10 to 15 jobs, including both full- and part-time roles. The company is prioritizing franchised operations in the region and is actively recruiting operators, especially in Fremont, where a previous Honey Baked Ham location closed earlier this year. The first of the new Bay Area locations could open as soon as next year, depending on site selection and franchise recruitment. Edwards said Honey Baked Ham’s updated approach reflects the brand’s goal of becoming a year-round destination rather than a seasonal staple. “By planting new roots in high-opportunity markets like the Bay Area, we’re expanding our reach and strengthening our ability to serve customers every day of the year,” he said.
Goal: Doubling revenue
While HoneyBaked did not provide specific financial investment figures, Edwards described the expansion as “significant,” involving real estate, infrastructure, staffing and local marketing. The company also confirmed its goal of doubling revenue and reaching $1 billion in annual sales. Honey Baked Ham generated about $376 million in U.S. systemwide sales across 439 stores in 2023, according to industry tracker Technomic. Though some older locations have closed in recent years, the company launched a
growth strategy in 2023 to open 60 new stores nationwide, offering incentives to new
franchisees, including royalty waivers and marketing credits. California is a key target in that plan. In addition to the Bay Area, the company is evaluating opportunities in Napa, Petaluma, Novato and Gilroy. “Our long-term vision is to create a connected footprint across the Bay Area,” Edwards said. “That allows customers to interact with the brand regularly — whether through in-store visits, online ordering or catering services.”
Ham by the numbers: A franchisee snapshot
- 439 U.S. locations nationwide (2023)
- High seasonality: major Q4 revenue spike from holiday ham sales, with growing
year-round traffic from lunch/catering - $376 million total systemwide sales last year (Technomic)
- 60 new stores planned across the U.S.
- 3–5 targeted Bay Area locations over the next three years
- $296K–$567K estimated initial investment range for a franchise (per
HoneyBaked FDD) - 10–15 jobs created per new store
- 2,000-sqaure-foot average store footprint
- Franchise model is the focus of Bay Area expansion
- Incentives includes royal
