A new charcuterie shop opened its doors in Alpharetta on Tuesday, bringing custom grazing boards, boxes and catering to the Stonewood Village shopping center at 670 N. Main St., Suite 107. The 1,400-square-foot store is the local outpost of Graze Craze, a national franchise chain, and it's owned by husband-and-wife team Sara and Scott McNabb.
Scott McNabb is a U.S. Air Force veteran, and the couple leaned on their combined backgrounds in marketing, sales and brand building to launch the business, according to WhatNow. The shop's menu centers on premium meats, cheeses, fresh fruits and vegetables, house-made dips, crackers and sweet treats, all arranged by staff the company calls “grazologists,” who build the boards to order. Sara McNabb said the products are fresh, homemade, varied and adjustable for dietary needs, per the same account.
Graze Craze offers three signature options: a classic board with cured meats, cheeses, fruits, vegetables, crackers and sweet items; a vegetarian version built around seasonal produce and house-made dips; and a sweet option featuring chocolates, cookies, fruits and sweet dips. Every board and box can be customized, and the Alpharetta location accommodates gluten-free, keto and vegetarian dietary needs.
Built for Catering, Not Sit-Down Dining
Like other Graze Craze locations, the Alpharetta store skips a dining room entirely, focusing instead on takeout, delivery and catering for corporate events, gifts, family gatherings, celebrations and other occasions. That stripped-down model helps franchisees avoid the cost of heavy kitchen equipment, since the business is built around cold assembly rather than cooking, according to Franzy. Franchise performance disclosures cited by 1851 Franchise put average unit volume for a single Graze Craze store at approximately $293,000.
The shop is open Tuesday through Saturday from 10 a.m. to 6 p.m., with Sunday and Monday orders accepted by appointment only.
A Veteran-Founded Brand on a Rapid Growth Run
Graze Craze itself traces back to 2018, when U.S. Air Force veteran Kerry Sylvester created the concept, applying military standard operating procedures and food distribution experience before partnering with United Franchise Group in 2021, according to G.I. Jobs. The brand crossed the 100-location milestone in October 2025, less than five years after its founding, operating within United Franchise Group's Big Flavor Brands food service division, per the International Franchise Association.
The company reported a 65% year-over-year increase in same-store sales for the first half of 2026, extending its growth streak to 20 consecutive quarters while expanding to more than 130 open locations across the U.S. and Canada, Graze Craze said in an August 11 announcement. The brand projects reaching 150 open locations by the end of 2026 and has signed international expansion agreements. United Franchise Group also participates in the International Franchise Association's VetFran program, which offers reduced initial franchise fees to encourage veteran business ownership, with discounts across the company's brands typically ranging from 10% to 20% off initial fees.
Opening in One of North Fulton's Priciest Corridors
The Stonewood Village shopping center, a 106,615-square-foot property built in 1987 at Highway 9 and Cogburn Road, sits in a North Fulton commercial corridor where average household incomes exceed $160,000 within three miles, according to CommercialCafe. Graze Craze isn't the first specialty meat concept to bet on the neighborhood: Southern Steer Butcher, a Florida-based franchise, opened an Alpharetta store along North Main Street in August 2024 offering custom meat cuts and charcuterie workshops.
The Alpharetta opening also lands amid broader growth in the charcuterie category nationally. The global charcuterie market was valued at $41.5 billion in 2025 and is projected to expand to $69.0 billion by 2034, driven by consumer preferences for elevated social dining and convenient pre-arranged platters, according to Growth Market Reports. The Institute of Food Technologists' March 2026 food trends report identified charcuterie boards as a growing sales category, reflecting multi-year inclusions on the National Restaurant Association's top culinary trend lists.
Opening a new Graze Craze franchise requires a total initial investment between $167,059 and $325,608, including a $49,500 initial franchise fee and a 6% ongoing royalty rate, per 2025 Franchise Disclosure Document data. It remains to be seen how heavily the Alpharetta store will lean on corporate catering versus walk-in retail business, and how independent charcuterie board makers in the Atlanta suburbs will compete against a rapidly growing national franchise footprint.
