Morristown, New Jersey-based Villa Enterprises will introduce the new prototype for its South Philly Cheesesteaks & Fries brand when it opens a 700 square foot unit in the new Simon Gloucester Premium Outlets at Gloucester Township in New Jersey in mid-August. The second South Philly prototype restaurant will open at the Simon Woodbury Common Premium Outlets in the new food court in Central Valley in New York in late August. The new South Philly prototype design was provided by Ideation Design Group of Arizona, and highlights characteristics of industrial South Philadelphia. The Gloucester South Philly location will incorporate elements from street graffiti to the Philadelphia skyline and liberty bell. “For the reimaging of our brand, we went back to the origins of the Philly Cheesesteak, the streets of Philadelphia, when guests order at the new South Philly Cheesesteaks & Fries, all five senses should transport them to South Philly,” said, Brand Manager Leslie Chinea. “Our goal is to bring the essence of authentic South Philadelphia to customers across the country. As existing stores come up for remodel we will retrofit to match new prototype.” All of the new locations will have digital menu boards designed by Pop Culture Design Studio of Chicago, featuring live action video of the cheesesteaks and fresh-cut fries being made. Also, at new locations, guests can build their own cheesesteak or gourmet fresh cut fries and add various toppings. The menu will also include chicken cheesesteaks, wings and steak & fries bowls. The first South Philly location opened in 1986 and currently there are about 17 locations. “The popularity of South Philly, one of our quick serve concepts, continues to be one of Villa’s growth vehicles and provides a fantastic franchise opportunity for qualified operators,” said Matt Von Klemperer, Director of Franchise Development with Villa Enterprises. “South Philly’s new look and design along with its menu offers franchisees a foodservice brand that stands the test of time.”
Ideation Design Group - 5013 E. Washington St., Suite 270, Phoenix, Arizona 85034 (602/792-1781, info@ideationdg.com, www.ideationdesigngroup.com)
Pop Culture Design Studio – Chicago, Illinois (chrish@popculturedesign.com)
CATEGORY: Quick service
Chain Name: South Philly Cheesesteaks & Fries
Company Name: Villa Enterprises
Street Address: 25 Washington St., Morristown, New Jersey 07960
Tel: 973/285-4800 Fax: 973/695-0912
Email: Website: www.southphillysteakandfries.com
Menu Specialty: Classic South Philly cheese steaks and new cheese steak varieties, hoagies, fresh-cut fries, baked potatoes and hearty salads
Introduced: First opened in 1986
No. of Locations: About 17
Areas of Operation: National
Types of Location: Food court and in-line in malls, airports, colleges, universities, casinos, outlet centers, office buildings, etc.
BusinessType (corp., franchise, jv): Franchise
Size Req’d: Can vary with location.
Special Requirements (patio, drive-thru, etc):
Contact Name: Anthony Scotto – CEO, Villa Enterprises
Biagio Scotto – President, Villa Enterprises
Andrew Steinberg – Sen Vice President, Business Operations, Villa Enterprises
Adam Torine – Sen Vice President, Business Development, Villa Enterprises
Peter Jurta – Sen Vice President, Operations, Villa Enterprises
Matt Von Klemperer - Director of Franchise Development, Villa Enterprises
Leslie Chinea – Brand Manager, South Philly Cheesesteaks & Fries
REAL ESTATE REPRESENTATIVES:
FRANCHISE REPRESENTATIVES:
PARENT COMPANY: Villa Enterprises, Morristown, New Jersey
Related Chains: QSR brands Villa Italian Kitchen, Green Leaf’s, Bananas. Full service restaurants George & Martha’s, Black Horse Tavern & Pub, The Office Beer Bar & Grill, Piattino and Steelworks
Last Report: Restaurant & QSR Expansion Report #139 Last Update:
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