BETHLEHEM, Pa. — A popular staple of the Lehigh Valley’s classic eatery scene is looking to expand across the country — bringing fresh, authentic diner fare to food fanatics everywhere.
Billy’s Downtown Diner, which has been a hallmark of Bethlehem’s restaurant scene since 2000, on its website is making a pitch for franchise opportunities.
The restaurant is looking to bring its simple, locally sourced, down-home dishes to diners across the country with an opportunity to franchise their operation.
“At Billy’s we put the comfort in comfort food and we’ve crafted a tasteful recipe for a franchise model that sweetens your portfolio like no other!”Billy's Diner founder Billy Kounoupis, on the restaurant website
“At Billy’s we put the comfort in comfort food and we’ve crafted a tasteful recipe for a franchise model that sweetens your portfolio like no other!” a statement from founder Billy Kounoupis on the website reads.
Billy's offers classic dishes such as eggs and pancakes, and more indulgent entries such as Mic’s Cannoli Tower, a challah French toast stuffed with cannoli filling and topped with fresh strawberries, chocolate chips and powdered sugar.
Billy's also offers catering and retail goods including coffee, original books, T-shirts and more.
'I wish we had a place like this in Florida'
Kounoupis said the idea for franchising first came about when he heard from Moravian College and Lehigh University students visited his Bethlehem location around 2006.
“And they were saying, ‘Oh, I wish we had a place like this in Florida,’ ‘I wish we had a place like this in Texas,’” Kounoupis said.
“And it was really kind of weird. I’m like, ‘You guys don’t have breakfast places?’ And they said, ‘Nothing like this!’”
After scoping out a few areas, Kounoupis and his partner agreed it could be a workable idea. After a few talks with a close friend, and a visit to the 2025 Multi-Unit Franchising Conference in Las Vegas, interest has skyrocketed.
“We would up getting a lot of great feedback, and ever since, the phone started ringing, and there’s a lot of positivity going around,” Kounoupis said.
Kounoupis said the distinct nature of Billy's makes for a comfortable, cozy experience for fans of incredible diner food.
“We try to offer a very Soho-ish atmosphere in our places, and give that kind of vibe with everything from our lighting to our music, to our food, to our plates, to our service,” Kounoupis said.
“We really try to push the culinary envelope as far as we can without complicating it, by just perfecting the use of very simple ingredients. And that is the alluring thing.”
'Not your ordinary opportunity'
The website frames the franchise market as “not your ordinary opportunity.”
Kounoupis said the key elements of Billy’s — limited hours between 7 a.m. and 3 p.m., fresh, locally sourced non-GMO ingredients which are prepared on the spot with plenty of dietary and allergy restricted options — make it a great opportunity for anyone interested in getting into the restaurant industry or just looking to expand their portfolio.
“Franchising, it’s all operational. It’s a very standardized thing, because the person that wants to buy a franchise doesn’t want to think about the architecture, the marketing, the operations, the ordering, the training, things like that,” Kounoupis said.
“And so we put together, for lack of a better work, a school of training for it.”
Franchisees will be able to use one of two models: purchasing a single restaurant, or become a regional director, which would be able to purchase additional locations or make offers to other Billy’s owners.
Regional directors would also take 50% of royalties and franchising fees, Kounoupis said.
Those interested in exploring a Billy's franchise can visit their website, or reach out to Franchise Well's Benjamin C. Litalien at 866-245-5970.
The Billy's website says that in 2025, the U.S. breakfast, diner and restaurant industry is expected to have a $15.6 billion market across 8,721 businesses.
The breakfast restaurant industry saw a compound annual growth rate of 7.5% from 2020 to 2025, and a growing brunch market.Billy's Diner website
The website pitch also says the breakfast food market is expected the grow because of increasing disposable incomes, a desire for quick and convenient breakfasts and the spread of the American-style breakfast.
The breakfast restaurant industry saw a compound annual growth rate of 7.5% from 2020 to 2025, and a growing brunch market.
A survey from OpenTable showed Americans plan to dine out more in 2025 than in 2024.
Billy’s previously had a spot in Allentown at 840 Hamilton St., but the diner closed and later reopened after a renovation in 2019. It shuttered for good in 2022.
Billy's has another location at 123 S. 3rd St., Easton.
