Lenny's Double-Digit Sales, Rapid Franchise Growth Proves Nice Guys Finish ... First
Personality Feeds Growth: Premium Sub Shop Signs 'Sub'-stantial Deals, Launches Nationwide Expansion
February 21, 2008 // Franchising.com // Memphis, TN – While many QSR's are struggling in a grim economy, 150-unit Lenny's Sub Shop is bucking the trend – proving that it pays 'hand-over-foot-long" to be nice. With 50 new restaurants set to open this year and hundreds more in development, Lenny's friendly brand personality and unique "full-service feel in a QSR setting" continues to breed rapid franchise growth and robust store sales.
"Guests tell us they first come to Lenny's because of our unbelievable, sliced to order subs and grilled to order Philly Cheesesteaks, but the reason they continue to come back is our attentive service," said George Alvord, CEO of Lenny's Sub Shop. "Our hiring policy is that while anybody can make a sandwich, not everyone can emanate the smile and personality that Lenny's is famous for. Our recruiting process for employees and franchisees is like an audition – we look for the warmth and energy that makes our brand stand out in the marketplace."
The emphasis on "More Food, More Taste, More Personality!" traces back to founder Len Moore, who opened the original Lenny's Sub Shop in a suburb of Memphis 10 years ago with one ambition – to create an authentic Philadelphia-style sub shop reminiscent of his early East Coast days. >From the beginning, Len focused on building a better sandwich experience by providing special touches that give the QSR a full-service feel. Attentive employees greet guests at the door, provide refills and bus their tables.
At Lenny's, guests won't see a garbage can anywhere in the dining area (there's no need since staff takes care of discarding plates and trash for diners), and the booths, unlike those found at typical sub shop outlets, are oversized and cushioned for added comfort. Meanwhile, the deli cases display the finest quality meat and cheeses and guests enjoy regular sandwiches containing about half a pound of meat and cheese, while the aroma of Philly Cheesesteaks fills the air as they are visibly grilled in a windowed kitchen area.
Moore has since sold the business to an investor group led by George Alvord, an experienced food industry executive, but remains an active member of the Lenny's family as both a mentor and franchise owner. In fact, later this year, he will play a key role in a system-wide event to mark the chain's 10-year anniversary.
As Lenny's has continued to evolve throughout the years, the company has stayed true to the original values that make it a first-class concept. According to Brent Alvord, President of Lenny's Sub Shop, "Lenny's has invested millions of dollars into our infrastructure, franchise operations and support systems. Our unmatched support for franchisees allows them to focus on exceeding the expectation of our loyal guests.
The welcoming personality characteristic at Lenny's Sub Shop locations is reflective of its corporate culture. The company partners with energetic, well-capitalized franchisees to join what they describe as a close-knit family. Lenny's awards both single- and multi-unit franchise agreements, as well as market exclusivity rights for area developers.
About Lenny's Sub Shops
Since the beginning, Lenny's commitment to quality and attention to detail has gone into every restaurant and sub sandwich. This dedication has helped Lenny's to become one of the fastest growing sub sandwich chains in the country. Today, Lenny's Sub Shop continues to expand throughout the United States by offering single- and multi-restaurant franchise opportunities. Our generous sandwiches and unprecedented service are reasons why our loyal guests say they prefer a Lenny's sub hands down to our national competition. Why? Lenny's puts back what has been missing in the sub sandwich business - More Food, More Taste, More Personality!
For franchising opportunities, contact Matt Kuhn at (901) 259-2858 or firstname.lastname@example.org.