Ashley Morris, CEO of Capriotti's Discusses the Budding Sandwich Franchise

Posted on August 23, 2011 by Ben Baggett

How was the Capriotti's franchise originally started?

The first Capriotti's was first opened in 1976 in Wilmington, DE by Lois Margolet with the idea to make sandwiches for turkey lovers.  To her, that meant roasting whole turkeys every night and then using the freshly roasted, pulled turkey in the next day's sandwiches.

What was your original vision for Capriotti's? How has that changed over time?

When I first became involved with Capriotti's, it was as a franchisee. As soon as I was introduced to the sandwiches at Capriotti's I knew they had something special to offer. In 2004, I became a franchisee and then as time went on, the Margolets realized the company was going places. They wanted someone to buy the company who was going to be able to take it to the next level and wanted me to take the job.  Since 2007, Capriotti's has grown exponentially but we still have the same belief in quality of our sandwiches and the service with which we serve them.

What do you believe is the single most important factor when choosing a franchise?

I think the most important thing is to be passionate about the brand you are about to get involved in. By becoming a franchisee, you are committing your time and money to a company so you have to make sure you are willing to align yourself with the company you choose.

Why should someone choose Capriotti's over other similar franchises?

We have a proven track record of high return on investment as well as increasing growth every year.  Additionally, Capriotti's offers a unique opportunity in that we can offer large area development deals without the threat of over-saturating a market.

What makes your industry attractive?

The sandwich sector is as popular as ever with investors, franchisees and consumers. Sandwiches are an easy, cost effective and delicious meal that people seek for lunch and dinner that appeal to pretty much every person.  

What types of qualities do you look for in potential franchisees?

We are looking for people that are equally as passionate about serving good food as we are. What sets us apart from all the other sandwich shops currently out there is the quality of our food- so we need people who see the benefit of keeping quality high and want to be part of doing so.  We also want franchisees that are leaders and have the drive necessary to make a business successful.

How do territories work for Capriotti's franchisees?

We require an Area Developer to have a minimum commitment of three restaurants in a rather quick time.

Why has your franchise model been successful?

Instead of just pursuing growth right off the bat, we focused on our infrastructure to make sure that when the growth happened we would be ready for it. We are just as committed to our franchisees as they are to us, so we needed to ensure that we would be ready for them.

Where do you see your Capriotti's in 5 years and 10 years?

On the track we're on right now and with the contracts we have signed, we see over 250 locations in the next 3 to 4 years.

What is your favorite advice for new franchisees to help them succeed?

Once in a while, just eat a Capriotti's sandwich- then you'll remember why you originally got involved and keep you going.

What would you tell potential franchisees that may be nervous about the financial burdens ofstarting a franchise?

Investing is a very involved decision, but with proper research and preparations, a franchise is one of the best investments you can make.

On average, how long does it take to start a new franchise from the franchisees point of view?

Typically from signing to doors opening- 6 months.

Do you have any franchisee testimonials or success stories that you would like to share?

"Where can you go and get 'hands-on' service old-school style, in a fast food world and still walk out with a quality product? Hardly anywhere, with the exception of Capriotti's, a sandwich shop with zero egos and zero pretentiousness, but with that "east coast edge". You won't see marble floors, flashy paint schemes, or wireless headsets... just hard working employees taking orders on pen and paper, and building a product that goes unmatched."

"All of this, combined with a rock-solid support team, is exactly why we became franchisees. With over 25 years experience between us in the food and beverage industry, we definitely know what the public wants: great "hands-on" service and a quality product. And, that's what Capriotti's Sandwich Shop is all about. If you don't believe it, just ask the people."

- Corey Melendrez and Thomas Gourley