Restaurant chain with ‘cult-like following’ plans over 10 new locations in Boise area

A restaurant chain familiar to Idaho wants to supercharge its Treasure Valley presence.

Pita Pit, which calls itself “the world’s first Mediterranean fast-food concept specializing in made-to-order pita sandwiches,” is eyeing a major expansion.

The brand plans to bring “10-plus” new locations to Boise and the surrounding area over the next five years, according to a news release.

Currently, there are two franchisee-owned stores in the Valley: at 1007 S. Broadway Ave. in Boise and 3030 E. Overland Road in Meridian. Longtime Boiseans also might remember a Pita Pit on Main Street downtown that lasted from 2001 until 2017. In the past, Pita Pit franchises also have operated in Canyon County.

Headquartered in Coeur d’Alene, Pita Pit recently unveiled a brand refresh. The company wants to “reintroduce itself to Boise locals,” according to the release, “… in an effort to help facilitate market growth. With new features including a modernized restaurant design, drive-thru business model, a reimagined menu, and technological upgrades, Pita Pit has streamlined the brand experience for both franchisees and consumers.”

Pita Pit’s new drive-thru business model features small, efficient stores.

The new drive-thru model means restaurants can be quite small — 800 to 1,000 square feet. Pita Pit is looking for franchisees to run the new locations envisioned for the Boise market.

“With a growing demand for healthier dining options across the country and fast-food options on every corner, we have carved out a unique opportunity within the (quick-service restaurant) space,” Peter Riggs, CEO of Pita Pit, said in a statement. “By implementing a drive-thru and prioritizing fresh flavors, we are able to continue the growth of our cult-like following in communities such as Boise for years to come.”

Pita Pit recently rolled out a revamped menu that includes a new Greek Grilled Cheese available in choices ranging from the Chicken Club to the Cowboy Steak. In addition to the chain’s signature pita sandwiches, it also serves bowls and offers vegetarian, vegan and gluten-free menu options.

Pita Pit has 75 locations in the United States, according to the release.

Pita Pit’s “new and improved menu” includes the Athens Steak Greek Grilled Cheese.