Designing the Dream

November 9, 2016
Toni Jakovec

This is the last of three articles profiling the professional team which helps vomFASS franchisees open their own stores and realize their dreams.  It’s an enterprising group consisting of franchise development strategists, funding resources, location evaluation and execution, as well as store design.


VOM FASS USA Franchise Development Team continues to help new franchise partners realize their dreams.


Once the lease has been signed for a new storefront, the design team brings their expertise to the new franchise partners.  Aro Eberle Architects works with the new partners, onsite architects, fixture builders, and operations team to create an attractive, viable plan for the new store. Design expert, Christine Pearson, is has helped design over twenty-five vomFASS stores.

Toni Jakovec:  Christine, as a designer, how do you work with a new vomFASS franchise shop owner?

Christine Pearson:  I work very closely with Germany to ensure that each shop is inviting and customized to its location.  Enver Paprikic, is the store planner in Germany.  He works primarily with the shop fixtures and he and I coordinate our efforts to complete each shop plan into the signature vomFASS-European tasting room style.

TJ:  Who does the actual design of each shop?

CP:  I create the original store plan and layout, which I send to Germany.  At that point, Enver will enter design into a software program which produces 3D renderings.  Once the renderings are complete, Enver will coordinate the fixture order.  Those fixtures are then produced in Germany and shipped to the US.  It sounds complicated, but it’s a good system and works very well for us.

TJ:  Sounds exciting.  Do you visit every vomFASS site?

CP:  Unfortunately I don’t get to visit every site.  Typically the new franchise partner will send me detailed pictures of the store location.  It is important to have pictures of the exterior of the shop, including its location within the shopping center and pictures of the surrounding shops as well.  At this point, the franchise partner will hire a local architect and I will become an active “go between” for that local architect, the franchise partner and Germany.  We then implement the designs from Germany with that local architect.  We do the initial design layout, but actually, we do a lot of coordinating between the parties.

Christine Pearson and Matt Aro of Aro Eberle Architects

Christine Pearson and Matt Aro of Aro Eberle Architects

TJ:  How many vomFASS shops have you designed and coordinated?

CP:  I have worked on every store that has opened since mid-2013.  That totals about 30 or 35 shops.  The reason the number is higher than the actual amount of stores here in the USA, is that designs were created occasionally for shops that did not open, for whatever reason.  For example, we might do several plans for one franchise partner before they decide on their permanent location.

TJ:  What is your impression of the newly released “black box” store designs from Germany?

CP:  In general, I think it’s a sleeker design and adds a sense of richness to the store.  That depth of color gives the store a true sophistication.

TJ:  As part of the Franchise Development Team, you attended the meeting with Thomas Kiderlen, CEO of VOM FASS AG and the new leader of USA franchising.  Did you come away with any impressions of the new leadership?

CP:  I see the change as very exciting.  I had traveled to Germany about 3 years ago and met Thomas.  I look forward to working directly with Thomas and I think this change in the corporate structure will be a smoother process.  The changes I have seen are not drastic and feel like the right changes.

TJ:  Are you working on any stores right now?


CP:  We’ve recently designed 2 locations in Plano, Texas; one shop in Woodlands, Texas and a shop in Naperville, Illinois which will all be opened before the holiday season.

TJ:  Wow.  I forget sometimes how fast vomFASS is growing.  Thanks so much Christine for the interview.

Franchise Development Director, Alayne Gardner-Carimi demonstrates her skills in recipe development. It’s easy to see how she got her family to eat a balanced diet.

In the mood for something hearty but colorful with lots of flavors to play with? Try these Asian Meatballs with Sauteéd Slaw



  • 1 lb. ground pork 
  • ¼ c. finely chopped fresh basil
  • 4 cloves of garlic, minced
  • 3 green onions, finely chopped
  • 1 T fish sauce
  • 1 T vomFASS ginger sesame oil


  1. Gently mix all ingredients in large bowl.
  2. Using moistened hands and 1 T measure for each; roll meat mixture into 1” meatballs. (Can be done 1 day ahead).
  3. Heat sesame oil in large skillets over medium-high heat. Add half of the meatballs. Sauté until brown and cooked through, turning meatballs often. Be careful not to overcook/brown.
  4. Repeat with remaining meatballs.



  1. Combine grated veggies in large bowl and toss with ¼ cup vinegar and oil. Keep the remaining 1T oil to heat in large pot.
  2. Put 1 T sesame oil in large pot, add dressed veggies. Lightly sauté and remove from heat.


  • 2/3 c mayonnaise
  • 2 green onions finely chopped
  • 1 T Siracha (hot chili) sauce


  1. Stir in all ingredients in small bowl. Can be made one day ahead.
  2. Cover and chill

Recipe may be doubled or tripled



See Cooking Videos

Disclaimer: This information is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise. It is for information purposes only. Currently, the following states in the United States regulate the offer and sale of franchises: California, Hawaii, Illinois, Indiana, Maryland, Michigan, Minnesota, New York, North Dakota, Oregon, Rhode Island, South Dakota, Virginia, Washington, and Wisconsin. If you are a resident of one of these states, we will not offer you a franchise unless and until we have complied with applicable pre-sale registration and disclosure requirements in your jurisdiction.