A Greek franchise does sound like an unusual first step, but if the franchisee is so brilliant it can do no harm. I have seen UK businesses propped up by one successful overseas venture but I have seen many more brought down by expansion on too many fronts.
The company’s pace of expansion is impressive but it may be wise to get the UK operation to profitability before embarking on a European franchise network – as Daniel says, the Greek franchise is an opportunity to test and learn.
If they really have a successful model which can stand the challenges of franchising then they should go ahead – it would be an amazing achievement. The reason most start-ups go easy initially is that their business models need refinement and they need to make their cash last until it looks like a winner.
I am interested in the concept of frozen yogurt. Yoomoo is the third company I have come across in three weeks.