Capriotti's
Encyclopedia
Capriotti’s Sandwich Shop (Capriotti’s) is a Las Vegas-based group of submarine sandwich
restaurants located throughout the United States
. It was founded in Wilmington, Delaware
in 1976. The chain has more than 60 stores in 11 states. Its largest market is in the Las Vegas Valley, which features 26 stores.
Capriotti’s was included in the Technomic Top 100 Limited Service Sandwich Chains (sales) and received a Sandelman and Associates award of excellence (cutomer satisfaction), tying fast food
chain In-N-Out Burger
for first place in 2009.
In the past, Capriotti’s designed their stores with a black, white, and red interior. Newer stores include a brick wall and dark wood floors. Most of the stores consist of tall deli counters and several tables and chairs for dining.
In 1987, the Margolets began partnership with their cousin, Diane Rizzo. Shortly thereafter, a second Capriotti’s store in New Castle, DE and a third in Newark, DE were opened. Also at this time, Capriotti’s started introducing their signature sandwiches, such as “the Bobbie,” which are still widely recognized today. A year after opening the Newark, DE store, Lois Margolet sold the store’s interest to Rizzo’s sister, Kathy. The Newark location became the first franchised
Capriotti’s store.
The family eventually relocated to Las Vegas, the site that would become home to dozens of Capriotti’s restaurants. The first Las Vegas Capriotti’s store opened in April 1993.
Morris currently stands as the President and Chief Executive Officer (CEO) of Capriotti's. His former roommate at University of Nevada, Las Vegas
, Jason Smylie, who is actually credited with introducing Morris to Capriotti’s food, is the company's Executive Vice President and Chief Information Officer
(CIO).
In 2009, Capriotti's appointed Patrick Walls Chief Operations Officer (COO) and General Counsel. Walls oversees the company’s operations and development, while George Chanos
, former attorney general of the state of Nevada
, serves as the Chairman of Capriotti's.
CEO Ashley Morris officially announced this expansion in June 2008.
He is quoted as saying, “For the last 34 years, we’ve just focused on a couple of areas. Our goal is to be in as many neighborhoods as possible throughout the country.”
Despite a weak economy, Capriotti’s has not only survived but thrived in it. In fact, Capriotti’s had its best sales year in 2009 and the franchise was listed among Entrepreneur Magazine’s Top 500 Franchises in 2009.
As of 2010, franchise stores have opened as far north as Madison, Wisconsin
and as far west as Los Angeles, California
.
The cost to open a Capriotti’s restaurant depends on location, but a franchisee will typically invest between $194,000 and $409,500.
Capriotti’s signature sandwich, the Bobbie, is a sub consisting of turkey, cranberry sauce, stuffing, and mayonnaise. The sandwich was named "The Greatest Sandwich in America" in a reader poll by AOL.com in May 2010.
The chain uses same-day prepared meats, vegetables, and breads sourced by local providers to ensure the freshest product.
The sub sizes range from 9 inches to twenty inches. The average cost of a nine-inch specialty sandwich is $6.50.
, Italian
meats, meatball
, and sausage
. At some locations, customers can even order hamburgers, cheeseburgers, and hotdogs
. However, Capriotti's recently discontinued one of the most popular subs, the cheeseburger sub. The newest addition to the chain’s menu, is the chicken cheese steak.
, Swiss cheese
, Russian dressing
, and coleslaw
. Russian dressing and coleslaw are two common ingredients found in “Cap’s Specials” sandwiches. The three other "Cap's Specials" sandwiches are the "Cole Turkey," "the SlawBeJo," and "the Cran-Slam Club."
. All sandwiches at Capriotti’s are made to order.
, and potato chips. Most stores nationwide provide an assortment of deserts, such as fresh-baked cookies.
tournaments in Las Vegas.
When asked his opinion of Capriotti’s Sandwich Shop, Delaware native and Hollywood actor Ryan Phillippe
was quoted by the press, “For some inexplicable reason, they cannot make those sandwiches anywhere else on the planet. That was so much a staple of my youth. Whenever I get back [to Delaware], my Mom either has it waiting for me or we go and pick it up.”
Most recently, Capriotti’s CEO Ashley Morris was featured in the April 2010 issue of Entrepreneur Magazine.
With little usage of traditional advertising methods, Capriotti’s primarily relies on customers’ testimonials.
In 2008, the company launched a social media marketing campaign, utilizing both Facebook
and Twitter
accounts that were originally established by customers of Capriotti’s. The sites feature thousands of Capriotti’s fans.
Submarine sandwich
A submarine sandwich, also known as a sub among other names, is a sandwich that consists of a long roll of Italian or French bread, split lengthwise either into two pieces or opened in a "V" on one side, and filled with various varieties of meat, cheese, vegetables, seasonings, and sauces. The...
restaurants located throughout the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
. It was founded in Wilmington, Delaware
Wilmington, Delaware
Wilmington is the largest city in the state of Delaware, United States, and is located at the confluence of the Christina River and Brandywine Creek, near where the Christina flows into the Delaware River. It is the county seat of New Castle County and one of the major cities in the Delaware Valley...
in 1976. The chain has more than 60 stores in 11 states. Its largest market is in the Las Vegas Valley, which features 26 stores.
Capriotti’s was included in the Technomic Top 100 Limited Service Sandwich Chains (sales) and received a Sandelman and Associates award of excellence (cutomer satisfaction), tying fast food
Fast food
Fast food is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a...
chain In-N-Out Burger
In-N-Out Burger
In-N-Out Burger is a regional chain of fast food restaurants with locations in the western United States. Founded in 1948 by Harry Snyder and his wife Esther, establishing the first In-N-Out burger in Baldwin Park and headquartered in Irvine, California, In-N-Out Burger has since expanded outside...
for first place in 2009.
In the past, Capriotti’s designed their stores with a black, white, and red interior. Newer stores include a brick wall and dark wood floors. Most of the stores consist of tall deli counters and several tables and chairs for dining.
History
Capriotti’s Sandwich Shop was originally founded by Lois Margolet in 1976. After Margolet quit her full-time job, borrowed money, and purchased an abandoned building on North Union Street in the Little Italy section of Wilmington, Delaware, she joined forces with her brother, Alan Margolet, to open the first Capriotti’s store. The Margolets decided to name their restaurant after their grandfather, Philip Capriotti.In 1987, the Margolets began partnership with their cousin, Diane Rizzo. Shortly thereafter, a second Capriotti’s store in New Castle, DE and a third in Newark, DE were opened. Also at this time, Capriotti’s started introducing their signature sandwiches, such as “the Bobbie,” which are still widely recognized today. A year after opening the Newark, DE store, Lois Margolet sold the store’s interest to Rizzo’s sister, Kathy. The Newark location became the first franchised
Franchising
Franchising is the practice of using another firm's successful business model. The word 'franchise' is of anglo-French derivation - from franc- meaning free, and is used both as a noun and as a verb....
Capriotti’s store.
The family eventually relocated to Las Vegas, the site that would become home to dozens of Capriotti’s restaurants. The first Las Vegas Capriotti’s store opened in April 1993.
Operations
The Margolets had managed to expand the company to 44 stores since they began franchising. In 2008, the original owners sold the company to an investment group led by Ashley Morris, a Capriotti's franchisee since 2004.Morris currently stands as the President and Chief Executive Officer (CEO) of Capriotti's. His former roommate at University of Nevada, Las Vegas
University of Nevada, Las Vegas
University of Nevada-Las Vegas is a public, coeducational university located in the Las Vegas suburb of Paradise, Nevada, USA. The campus is located approximately east of the Las Vegas Strip. The institution includes a Shadow Lane Campus, located just east of the University Medical Center of...
, Jason Smylie, who is actually credited with introducing Morris to Capriotti’s food, is the company's Executive Vice President and Chief Information Officer
Chief information officer
Chief information officer , or information technology director, is a job title commonly given to the most senior executive in an enterprise responsible for the information technology and computer systems that support enterprise goals...
(CIO).
In 2009, Capriotti's appointed Patrick Walls Chief Operations Officer (COO) and General Counsel. Walls oversees the company’s operations and development, while George Chanos
George Chanos
George Chanos is an American politician. He was the Attorney General of the state of Nevada, United States. He was appointed by Governor Kenny Guinn in 2005 to fill out the term of his predecessor, Brian Sandoval, who became a federal district judge. He also created a moderately successful trivia...
, former attorney general of the state of Nevada
Nevada
Nevada is a state in the western, mountain west, and southwestern regions of the United States. With an area of and a population of about 2.7 million, it is the 7th-largest and 35th-most populous state. Over two-thirds of Nevada's people live in the Las Vegas metropolitan area, which contains its...
, serves as the Chairman of Capriotti's.
Franchising
Statistically, Capriotti’s represents itself as a lucrative franchising opportunity. Although Capriotti’s had grown slowly and steadily during the first 30 years of operation, the chain began to grow more rapidly in 2008 and unveiled a franchising strategy that projected opening up to 500 more chain stores in 20 major cities by 2015.CEO Ashley Morris officially announced this expansion in June 2008.
He is quoted as saying, “For the last 34 years, we’ve just focused on a couple of areas. Our goal is to be in as many neighborhoods as possible throughout the country.”
Despite a weak economy, Capriotti’s has not only survived but thrived in it. In fact, Capriotti’s had its best sales year in 2009 and the franchise was listed among Entrepreneur Magazine’s Top 500 Franchises in 2009.
As of 2010, franchise stores have opened as far north as Madison, Wisconsin
Madison, Wisconsin
Madison is the capital of the U.S. state of Wisconsin and the county seat of Dane County. It is also home to the University of Wisconsin–Madison....
and as far west as Los Angeles, California
Los Angeles, California
Los Angeles , with a population at the 2010 United States Census of 3,792,621, is the most populous city in California, USA and the second most populous in the United States, after New York City. It has an area of , and is located in Southern California...
.
The cost to open a Capriotti’s restaurant depends on location, but a franchisee will typically invest between $194,000 and $409,500.
Products
Capriotti’s offers a number of menu options that vary by location.Capriotti’s signature sandwich, the Bobbie, is a sub consisting of turkey, cranberry sauce, stuffing, and mayonnaise. The sandwich was named "The Greatest Sandwich in America" in a reader poll by AOL.com in May 2010.
The chain uses same-day prepared meats, vegetables, and breads sourced by local providers to ensure the freshest product.
The sub sizes range from 9 inches to twenty inches. The average cost of a nine-inch specialty sandwich is $6.50.
“Hot Stuff”
Capriotti’s also offers hot, grilled alternatives. Some sandwiches on their “Hot Stuff” list include steakSteak
A steak is a cut of meat . Most are cut perpendicular to the muscle fibers, improving the perceived tenderness of the meat. In North America, steaks are typically served grilled, pan-fried, or broiled. The more tender cuts from the loin and rib are cooked quickly, using dry heat, and served whole...
, Italian
Italian cuisine
Italian cuisine has developed through centuries of social and political changes, with roots as far back as the 4th century BCE. Italian cuisine in itself takes heavy influences, including Etruscan, ancient Greek, ancient Roman, Byzantine, Jewish and Arab cuisines...
meats, meatball
Meatball
A meatball is made from an amount of ground meat rolled into a small ball, sometimes along with other ingredients, such as breadcrumbs, minced onion, spices, and possibly eggs...
, and sausage
Sausage
A sausage is a food usually made from ground meat , mixed with salt, herbs, and other spices, although vegetarian sausages are available. The word sausage is derived from Old French saussiche, from the Latin word salsus, meaning salted.Typically, a sausage is formed in a casing traditionally made...
. At some locations, customers can even order hamburgers, cheeseburgers, and hotdogs
Hot dog
A hot dog is a sausage served in a sliced bun. It is very often garnished with mustard, ketchup, onions, mayonnaise, relish and/or sauerkraut.-History:...
. However, Capriotti's recently discontinued one of the most popular subs, the cheeseburger sub. The newest addition to the chain’s menu, is the chicken cheese steak.
“Cap’s Specials”
Other than “the Bobbie,” Capriotti’s menu includes other trademark sandwiches, namely “the Capastrami.” “The Capistrami” is made of hot pastramiPastrami
Pastrami , is a popular delicatessen meat usually made from beef and, traditionally in Romania, also from pork and mutton. In Israel, "Pastrama" is the term used for sliced chicken and turkey. Like corned beef, pastrami was originally created as a way to preserve meat before modern refrigeration...
, Swiss cheese
Swiss cheese
Swiss cheese is a generic name in North America for several related varieties of cheese which resemble the Swiss Emmental. Some types of Swiss cheese have a distinctive appearance, as the blocks of the cheese are riddled with holes known as "eyes". Swiss cheese has a piquant, but not very sharp,...
, Russian dressing
Russian dressing
Russian dressing is a salad dressing invented in the United States in the late 19th century or early 20th century. Typically piquant, it is today characteristically made of a blend of mayonnaise and ketchup complemented with such additional ingredients as horseradish, pimentos, chives and...
, and coleslaw
Coleslaw
Coleslaw, sometimes simply called slaw in some American dialects, is a salad consisting primarily of shredded raw cabbage. It may also include shredded carrots and other ingredients such as fruits and vegetables, apples, onions, green onions, peppers and various spices.-History:The term "coleslaw"...
. Russian dressing and coleslaw are two common ingredients found in “Cap’s Specials” sandwiches. The three other "Cap's Specials" sandwiches are the "Cole Turkey," "the SlawBeJo," and "the Cran-Slam Club."
Sandwiches
Customers can choose from turkey, roast beef, ham or tuna coupled with either white or wheat bread or a Kaiser rollKaiser roll
The Kaiser roll, also called a Vienna roll or a hard roll , is a kind of bread roll, invented in Vienna, and thought to have been named to honor Emperor Franz Joseph...
. All sandwiches at Capriotti’s are made to order.
Subs
Cold subs at Capriotti’s come complete with provolone cheese, lettuce, tomato, onion and seasonings. Customers are able to decide among a selection of proteins, such as slow cooked turkey or roast beef, various Italian deli meats, or store-made tuna, and can add supplementary condiments upon request. Requested ingredients are piled high on a fresh roll.Vegetarian
Capriotti’s menu is vegetarian-friendly. Select locations provide up to five meatless options for vegetarians, including the eggplant Parmesan sandwich. All items on the vegetarian menu are made with soy products.Other menu items
Capriotti’s sells side items to compliment their sandwiches. Stores in the chain’s Mid-Atlantic region offer a soup of the day, French friesFrench fries
French fries , chips, fries, or French-fried potatoes are strips of deep-fried potato. North Americans tend to refer to any pieces of deep-fried potatoes as fries or French fries, while in the United Kingdom, Australia, Ireland and New Zealand, long, thinly cut slices of deep-fried potatoes are...
, and potato chips. Most stores nationwide provide an assortment of deserts, such as fresh-baked cookies.
Media
Capriotti’s has gained much attention in the past decade. In 2009, the chain was featured over 100 times in print, online and television advertisements combined. The chain was chosen as the official sandwich of the 2008 and 2009 World Series of PokerWorld Series of Poker
The World Series of Poker is a world-renowned series of poker tournaments held annually in Las Vegas and, since 2005, sponsored by Harrah's Entertainment...
tournaments in Las Vegas.
When asked his opinion of Capriotti’s Sandwich Shop, Delaware native and Hollywood actor Ryan Phillippe
Ryan Phillippe
Matthew Ryan Phillippe , better known as Ryan Phillippe, is an American actor. After appearing on the soap opera One Life to Live, he came to fame in the late 1990s starring in a string of films, including I Know What You Did Last Summer, Cruel Intentions, and 54...
was quoted by the press, “For some inexplicable reason, they cannot make those sandwiches anywhere else on the planet. That was so much a staple of my youth. Whenever I get back [to Delaware], my Mom either has it waiting for me or we go and pick it up.”
Most recently, Capriotti’s CEO Ashley Morris was featured in the April 2010 issue of Entrepreneur Magazine.
Marketing
The Capriotti’s marketing plan is locally focused. "We come from the fundamental belief that 80 percent of your business comes from three square miles, so we focus on neighborhood marketing plans," Morris said.With little usage of traditional advertising methods, Capriotti’s primarily relies on customers’ testimonials.
In 2008, the company launched a social media marketing campaign, utilizing both Facebook
Facebook
Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...
and Twitter
Twitter
Twitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...
accounts that were originally established by customers of Capriotti’s. The sites feature thousands of Capriotti’s fans.
Slogans
In 2008, Capriotti’s changed its slogan from “Quality is our only gimmick – Simply the best since 1976” to “Extraordinary food for those unwilling to settle,” which is still in use today.Logo
A logo featuring the Capriotti’s namesake in front of hand-sketched turkey represented the company since its establishment until 2008, when the original logo was replaced by insignia sans the turkey. The terms, “Est. 1976” and “Sandwich Shop” were added to the logo currently used by Capriotti’s.Nationwide Locations
Capriotti’s operates 64 stores in the United States.| State | Capriotti’s Stores |
|---|---|
| Arizona | 1 |
| California | 2 |
| Delaware | 17 |
| Florida | 1 |
| Iowa | 1 |
| Maryland | 2 |
| New Jersey | 2 |
| Pennsylvania | 7 |
| Utah | 1 |
| Nevada | 28 |
| Wisconsin | 3 |
| Total | 64 |