The Sandwich King: How a College Crush Became a Franchise Empire
December 18, 2024, 5:21 pm
Location: United States, California, San Francisco
Employees: 1-10
In the world of fast-casual dining, few stories resonate like that of Ashley Morris, the CEO of Capriotti's Sandwich Shop. His journey from a college student enamored with a cheesesteak to the head of a franchise empire is a tale of passion, perseverance, and a sprinkle of serendipity. It’s a classic American dream, where hard work meets opportunity, and a simple sandwich can change the course of a life.
Morris first tasted Capriotti's during his college days. A roommate insisted he try the shop, claiming it served the "greatest sandwich" he had ever eaten. Skeptical yet intrigued, Morris took the plunge. That first bite of a cheesesteak was transformative. It was not just a meal; it was a revelation. The flavors danced on his palate, igniting a lifelong love affair with the brand. From that moment, Capriotti's became a staple in his life, a comforting constant amid the chaos of college.
After graduation, Morris ventured into finance, landing a position as a portfolio manager at Wells Fargo. Yet, the allure of Capriotti's never faded. He found himself returning to the shop, relishing the sandwiches that had once captivated him. It was a relationship built on nostalgia and flavor, but it was also a spark that ignited a new ambition.
Morris, along with a friend, decided to dip their toes into the franchise waters. They opened their first Capriotti's locations, starting small with three stores over three years. But ambition is a powerful force. Morris wanted more. He envisioned a future where Capriotti's could thrive beyond its existing footprint. The brand had potential, and he was determined to unlock it.
The turning point came when Morris, frustrated by the limitations placed on him, made a bold move. Instead of asking for more stores, he proposed buying the entire company. It was a gamble, a leap of faith. The deal closed in January 2008, just months before the financial crisis hit. Timing is everything, and this was a risky moment to dive into the restaurant industry. But Morris was undeterred. He was driven by a passion that eclipsed the looming economic storm.
The early days were challenging. Morris and his team were under-capitalized and lacked experience in franchising and restaurant management. Yet, they pressed on, fueled by a belief in their product and a commitment to quality. The road was rocky, but Morris navigated it with tenacity. His love for Capriotti's was the compass guiding him through uncertainty.
Fast forward to August 2024, and Capriotti's has blossomed into a formidable presence in the fast-casual landscape. With nearly 160 locations and plans for more, the brand is on a trajectory of growth. Morris has set an ambitious goal: 750 profitable locations by the end of 2032. It’s a bold vision, but one that reflects his unwavering commitment to the brand.
Scaling a business is no easy feat. Morris learned quickly that growth comes with its own set of challenges. He identified two major blind spots during their expansion. The first was the misconception that advertising alone would drive success. The second was the complexity of managing a supply chain without the critical mass that comes with a larger operation. These realizations were pivotal. They prompted Morris to seek strategic partnerships and adopt a methodical approach to growth.
Today, Capriotti's is not just about sandwiches; it’s about purpose. Morris emphasizes the importance of mentorship and adaptability. His journey has taught him that success is not solely measured in profits but in the impact one can have on others. He is passionate about fostering a culture of support and growth within his organization.
Morris's story is a testament to the power of following one's passion. From a college student with a taste for a great sandwich to the CEO of a thriving franchise, his journey is a reminder that dreams can become reality with hard work and determination. Capriotti's is more than just a sandwich shop; it’s a symbol of what can happen when you dare to chase your dreams.
In a world where the fast-casual dining scene is crowded, Capriotti's stands out. It’s not just about the food; it’s about the experience, the community, and the love that goes into every sandwich. Morris has built a brand that resonates with customers, one that embodies quality and care.
As Capriotti's continues to expand, the future looks bright. Morris is not just a CEO; he is a visionary. He understands that every sandwich served is a piece of his journey, a reflection of his passion. The road ahead may be filled with challenges, but with each new location, he is not just building a business; he is creating a legacy.
In the end, Morris's story is a delicious reminder that sometimes, the best things in life come from unexpected places. A simple sandwich can lead to extraordinary opportunities. And for Ashley Morris, it all began with a cheesesteak that changed everything.
Morris first tasted Capriotti's during his college days. A roommate insisted he try the shop, claiming it served the "greatest sandwich" he had ever eaten. Skeptical yet intrigued, Morris took the plunge. That first bite of a cheesesteak was transformative. It was not just a meal; it was a revelation. The flavors danced on his palate, igniting a lifelong love affair with the brand. From that moment, Capriotti's became a staple in his life, a comforting constant amid the chaos of college.
After graduation, Morris ventured into finance, landing a position as a portfolio manager at Wells Fargo. Yet, the allure of Capriotti's never faded. He found himself returning to the shop, relishing the sandwiches that had once captivated him. It was a relationship built on nostalgia and flavor, but it was also a spark that ignited a new ambition.
Morris, along with a friend, decided to dip their toes into the franchise waters. They opened their first Capriotti's locations, starting small with three stores over three years. But ambition is a powerful force. Morris wanted more. He envisioned a future where Capriotti's could thrive beyond its existing footprint. The brand had potential, and he was determined to unlock it.
The turning point came when Morris, frustrated by the limitations placed on him, made a bold move. Instead of asking for more stores, he proposed buying the entire company. It was a gamble, a leap of faith. The deal closed in January 2008, just months before the financial crisis hit. Timing is everything, and this was a risky moment to dive into the restaurant industry. But Morris was undeterred. He was driven by a passion that eclipsed the looming economic storm.
The early days were challenging. Morris and his team were under-capitalized and lacked experience in franchising and restaurant management. Yet, they pressed on, fueled by a belief in their product and a commitment to quality. The road was rocky, but Morris navigated it with tenacity. His love for Capriotti's was the compass guiding him through uncertainty.
Fast forward to August 2024, and Capriotti's has blossomed into a formidable presence in the fast-casual landscape. With nearly 160 locations and plans for more, the brand is on a trajectory of growth. Morris has set an ambitious goal: 750 profitable locations by the end of 2032. It’s a bold vision, but one that reflects his unwavering commitment to the brand.
Scaling a business is no easy feat. Morris learned quickly that growth comes with its own set of challenges. He identified two major blind spots during their expansion. The first was the misconception that advertising alone would drive success. The second was the complexity of managing a supply chain without the critical mass that comes with a larger operation. These realizations were pivotal. They prompted Morris to seek strategic partnerships and adopt a methodical approach to growth.
Today, Capriotti's is not just about sandwiches; it’s about purpose. Morris emphasizes the importance of mentorship and adaptability. His journey has taught him that success is not solely measured in profits but in the impact one can have on others. He is passionate about fostering a culture of support and growth within his organization.
Morris's story is a testament to the power of following one's passion. From a college student with a taste for a great sandwich to the CEO of a thriving franchise, his journey is a reminder that dreams can become reality with hard work and determination. Capriotti's is more than just a sandwich shop; it’s a symbol of what can happen when you dare to chase your dreams.
In a world where the fast-casual dining scene is crowded, Capriotti's stands out. It’s not just about the food; it’s about the experience, the community, and the love that goes into every sandwich. Morris has built a brand that resonates with customers, one that embodies quality and care.
As Capriotti's continues to expand, the future looks bright. Morris is not just a CEO; he is a visionary. He understands that every sandwich served is a piece of his journey, a reflection of his passion. The road ahead may be filled with challenges, but with each new location, he is not just building a business; he is creating a legacy.
In the end, Morris's story is a delicious reminder that sometimes, the best things in life come from unexpected places. A simple sandwich can lead to extraordinary opportunities. And for Ashley Morris, it all began with a cheesesteak that changed everything.