Lenny’s Heats Things Up: Introducing the Hot Italian Sub

National Sub Shop Franchise Rolls Out a Brand New Sandwich on November 1st

“I Love Lenny’s.” These three simple yet powerful words sum up the devotion of Lenny’s Sub Shop’s fanatical following, and explain why this 150-plus unit sub franchise has worked so diligently to prepare for evolutionary expansion in 2011. Lenny’s has made another addition to their menu proving innovation is what intrigues and keeps guests coming back.

What’s so exciting about a new sandwich? Well, Lenny’s new Hot Italian Sub, which hits counters nationwide on November 1st, is only the second new release ever since the creation of Lenny’s original menu back in 1998.

The Hot Italian Sub is a combination of four premium Italian meats, provolone cheese, onions and green peppers grilled to perfection and topped off with oregano, pepper, oil and vinegar. It is similar to the cold Italian Sub already on the menu, and many of Lenny’s loyal fans have mentioned the potential deliciousness of heating up this already very popular sub.



“Lenny’s has always thrived by sticking with what works and finding success in consistency,” said George Alvord, Lenny’s CEO. “But our main interest is guest satisfaction, and upon listening carefully to the feedback of both our guests and our franchisees, we’ve decided to take a leap of faith. And I think we’ll find the results to be pretty delicious.”

The first addition to Lenny’s original 1998 menu came last year, with the French Dip, a hot roast beef sub with au jus dipping sauce. The hugely positive guest response let Lenny’s know loud and clear that their loyal fans would not be scared away by a few positive changes, as long as their old favorites stuck around as well.

Even though they’ve upgraded the business, "people appreciate that our favorite items haven't changed since the beginning," said Alvord. "Our Authentic Philly Cheesesteak is still the most popular item, and our guests can still have the customized experience they love."

Part of the brand’s allure is its commitment to its fans. Not all sandwich shops are created equal, unfortunately for the competition, Lenny’s has proven that. That's why hungry people across the nation are talking about the quick-casual restaurant serving fresh meats on generously-portioned subs for over a decade (the Authentic Philly Cheesesteak 15-incher weighs over a pound). Unlike those serving processed meats, Lenny's high-quality steak is from Philadelphia and is trucked twice per week to its locations across the country.

Lenny's stands a step above the competition by offering dining services that other quick-casual restaurants don't. For instance, when you place your order at the Lenny's counter, you can watch while the Lenny's crew member slices your deli meat fresh to order. When you order one of Lenny’s authentic Philly Cheesesteaks it will be cooked fresh and served hot off the grill. Employees are frequently seen in the dining area asking if you're enjoying your food or if you need a drink refill. The average combo meal including chips and a drink costs about $8.50, and refills are free. Don't look for a garbage can on the way out; a Lenny's staff member will clean off the table for you.

“The key to Lenny’s expansion is just that—expansion,” Alvord said. “We are making additions without taking anything away. What could be better than that?”

Franchisee Spotlight: Edith Kelly-Green, Owner of 11 Lenny's Sub Shop Locations

Each week, Lenny's will highlight a franchisee. This week, Edith Kelly-Green, is our spotlight franchisee.

Franchisee Since: 2005
Franchise Locations: Memphis, TN; Oxford, MS; Batesville, MS; Nashville, TN

How Edith Got Started with Lenny’s…

In 2003, Edith retired from a 26-year career at FedEx as the VP and Chief Sourcing Officer. At her time of retirement, Edith’s daughter, Jayna, was a college student at Rhodes College and ate at Lenny’s Sub Shop frequently. She was the one who introduced Edith to the concept, who at the time had no intention of owning one of her own. Edith’s plan was to retire and relax.

Her main motivation for becoming a franchise owner was her family. Edith wanted a business that she could involve her children in. Her son had just graduated from Florida A& M with a MBA and had always wanted to be an entrepreneur. Now, he along with Jayna, are Edith’s business partners.

Together, they own 11 locations. They started their development in Oxford, Edith’s hometown. That location was for sale at the time she was looking at buying and it was close to the university where she thought she would have a great customer base. Initially, Edith had envisioned owning 10 locations and she has surpassed her vision. Edith and her family own locations in Memphis, TN; Oxford, MS; Batesville, MS; and Nashville, TN.

What intrigued Edith about Lenny’s…

Edith loved that she could be a business owner with her family. She was exposed to Lenny’s through her daughter and knew George and Brent Alvord, the Lenny’s executives. When she looked more into the brand, she was extremely impressed by the values of Lenny’s and the way the Alvord’s ran the company. It ultimately aligned with her philosophies and she saw an opportunity for a return on investment for her family’s future.

Something Interesting about Edith’s Story…

Edith is the only Lenny’s franchisee with an airport location. She owns the Lenny’s location in the Memphis airport, which is one of Lenny’s highest producing stores. She purchased this location in July of 2005.

Lenny's was recently featured in the Commercial Appeal!

Memphis sandwich-maker Lenny's is saturating local market
By Toby Sells

When a new Lenny's Sub Shop opens at Main and Peabody Monday, the Memphis sandwich-maker will have nearly saturated its hometown market.

The new store at 153 Main will open in the spot formerly occupied by Blues City Pastry. The high-traffic corner is the end of the Main Street Mall, sits right on the trolley line and is a gateway to the South Main and Beale Street entertainment corridors.

The new Lenny's is opening less than a mile from a current Downtown location at 22 N. Front.

"It's right in the heart of Downtown and is an extremely high-traffic area," said franchise co-owner Lawson Fisher. "The timing was right, and it's just a great location." (Read More)

Economic Exposure: Lenny’s Fans, Food, Experience Don’t Waver

Equipped with a Fanatical Following, Personality, and Proven Taste, Sub Shop Franchise Extends National Reach

Memphis, Tennessee – Armed with a fanatical following full of folks often expressing their deep admiration of Lenny’s Sub Shops with three powerful words, “I Love Lenny’s”, the 157-unit sandwich specialists spent much of 2009 preparing itself for the next step in its brand evolution. Refusing to shy away from a turbulent economy, Lenny’s leaders went to work, expanding both taste and internal strength.

“Lenny’s has a fantastic foundation. We are taking the foundation and expanding the opportunity,” said George Alvord, CEO of Lenny’s. “Rather than regressing, as many brands have been forced to do in the last few years, we took this economy as an opportunity to fine-tune our brand from both consumer and franchise prospect angles. Our ability to reinvest in the brand during the toughest economic climate of our brand’s history has proven fruitful.”

In 2009, Lenny’s experienced executives saw a shift in the way entrepreneurial prospects were seeing the brand, too. In fact, Lenny’s opened 12 restaurants in 2009 and projects continued growth for 2010.

“The economy exposed many brands,” said Brent Alvord, President. “For us, it exposed our commitment and unwillingness to waver.”

Lenny's high-quality casual concept has caught on; the proof is in the numbers. The executive team and a small group of investors purchased the brand in 2004 from its Philly-native founder, took the 50-unit chain and expanded it to a nationally-recognized, 157-unit franchise with locations in 20 U.S. states. They revamped Lenny's franchising infrastructure by adding additional support and staff training, and new customer service videos and slideshows to help create the exceptional experience that customers have since come to expect from the brand.

Even though they’ve upgraded the business, "people appreciate that our favorite items haven't changed since the beginning," said George Alvord. "Our Authentic Philly Cheesesteak is still the most popular item, and our guests can still have the customized experience they love."

Part of the brand’s allure is its commitment to its fans. Not all sandwich shops are created equal, unfortunately for the competition, Lenny’s has proven that. That's why hungry people across the nation are talking about the quick-casual restaurant serving fresh meats on generously-portioned subs for over a decade (the Authentic Philly Cheesesteak 15-incher weighs over a pound). Unlike those serving processed meats, Lenny's high-quality steak is from Philadelphia and is trucked twice per week to its locations across the country.

Lenny's stands a step above the competition by offering dining services that other quick-casual restaurants don't. For instance, when you place your order at the Lenny's counter, you can watch while the Lenny's crew member slices your deli meat fresh to order. Employees are frequently seen in the dining area asking if you're enjoying your food or need a drink refill. The average combo meal including chips and a drink costs about $8.50, and refills are free. Don't look for a garbage can on the way out; a Lenny's staff member will clean off the table for you.

“Exceptional service has always been a staple to our guest experience. I think Social Media has widened that scope of demand even deeper. Positive word of mouth now spreads electronically throughout our Social Media footprint, and it is vital for us to maintain that positive buzz,” Brent Alvord said. “Our commitment, across every part of the restaurant, can be seen in the way our fans rave about our brand.”

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 franchise opportunities. Authentic Philly Cheesesteaks & The Deli Fresh Experience™ 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 more information, visit www.lennys.com.