The Instead of Flowers Story

In 1990 a creative entrepreneur with a commercial kitchen started Instead of Flowers™ in Atlanta, Georgia. The gift meals delivered concept was born. Through only word-of-mouth advertising more and more customers began to discover this fresh alternative to the traditional delivered gifts of flowers and the like.

In April of 1999 Micah Serwitz purchased the business. Over the past eight years he expanded the customer base, and he developed a format for the business that other entrepreneurs could use to operate their own Instead of Flowers facility. Before 2005 he operated as a sole proprietorship. On February 17, 2005 he incorporated Instead of Flowers, Inc. in Georgia.

In 2006 Micah decided to create the franchise known as Instead of Flowers™. He licensed the rights to the concept as well as the brand trademarks to a newly formed corporation, Crosstown Gourmet, Inc. in 2007.

Crosstown Gourmet, the Franchisor of the Instead of Flowers™, is substantially owned and operated by Micah. Through the Franchisor he has made available a business model that presents a new choice to the general public for their gift giving. The concept also presents a new choice to those who wish to own a business in the ever growing food services industry that does not require setting up and running a restaurant and is an alternative to the pizza and sub sandwich franchises.

Our mission at Crosstown Gourmet is to add to our franchise family business owners who are passionate about providing well-prepared meals to customers who have found the alternative to a bouquet of flowers. We are looking for franchisees who are hard working and creative and who want to join and contribute to a franchise family that provides something new to both the food service and gift giving industries.

About Micah Serwitz
Mr. Serwitz graduated from the Culinary Institute of America in Hyde Park, New York in 1990. Since that time, he has continued developing his culinary skills as well as his understanding of the business model for fresh food delivery. He started cooking for a variety of restaurants, ranging from informal dining at The Cheesecake Factory to fine dining as Executive Chef at The Sundial, high atop the Peachtree Plaza in Atlanta, Georgia. He served as a Chef for some of the country’s most respected hotels: The Hyatt (Sous Chef), The Crowne Plaza (Sous Chef), The Hilton (Executive Sous Chef), The Doubletree (Executive Chef of Fine Dining), and The Wyndham (Executive Chef in Atlanta and Chicago). Micah was also awarded a Bronze Medal at the U.S. Chef’s Open. In 1998, Chef Micah Serwitz ventured out on his own. Using his broad base of knowledge and experience, he opened Culinary Accents, Catering for all Occasions. In 1999, Chef Micah purchased Instead of Flowers, a gourmet food delivery service.

In the years since 1999 Chef Micah has honed his knowledge of the fresh, gourmet gift meals delivered concept. His superior culinary skills, attention to detail and sharp business acumen are the core of his prosperous operation.