Sub Sandwich Chain Targets Local Market for Expansion, Calls for 25 New Restaurants in Next Five Years
April 04, 2008 // Franchising.com // Memphis, TN – While recession fears continue to hamper productivity and growth projections for many quick service restaurants, 150-unit Lenny's Sub Shop is bucking the trend, having more than tripled its national presence since 2004 and now expanding its friendly brand personality throughout Atlanta. With six area restaurants currently, the booming concept is looking to open an additional 25 locations in Atlanta within the next five years.
The Atlanta expansion announcement is part of an aggressive national growth strategy to accelerate the company's franchising program. With numerous new restaurants set to open this year and hundreds more in development, Lenny's is targeting Chicago, Cleveland, Cincinnati, Detroit, Orlando and Washington, D.C. for expansion.
"People are passionate about our food, our convenience and especially the quality we provide," said George Alvord, CEO of Lenny's Sub Shop. "We're proud to be part of this growing community and look forward to continuing to feed the local appetite with our sliced-to-order subs and grilled-to-order Philly Cheesesteaks."
Founded in 1998, Lenny's has stayed true to the original values that make it a first-class concept – "More Food, More Taste, More Personality!" – in a QSR setting with a full-service feel. 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. The deli cases display the finest quality meats and cheeses. Guests enjoy regular sandwiches containing about half a pound of meat and cheese. At the same time, the aroma of Philly Cheesesteaks fills the air as they are visibly grilled in a windowed kitchen area.
To augment the market's growth, Lenny's is seeking energetic, well-capitalized franchisees to join what they describe as a close-knit family. Lenny's awards both single and multi-unit franchise agreements. With a franchise fee of $15,000 to $25,000, the investment to own and operate a Lenny's Sub Shop is typically $180,000 to $328,000.
"Lenny's is the perfect opportunity to work with a proven franchisor and enhance a franchise network that is poised for aggressive growth," said Matt Kuhn, Senior Director of Franchise Development. "Our strong brand recognition and above-industry average store economics provides a successful business venture for an experienced franchise owner and are key factors that set Lenny's apart from the competition."
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!