‘Wich Hunt


It’s fairly common knowledge that if you want to make money in the restaurant industry, you don’t open some high end joint specializing in truffles and caviar and lobster and champagne. Oh, sure, those places do well, but for most people who have mortgages and kids and car payments, $200 meals are for special occasions only, if at all. The smart restaurateur knows that the real money is in the small bills; coffee, muffins, and of course, sandwiches.

Since 1762, when the 4th Earl of Sandwich had his cook slap together a piece of meat between two slices of bread so he could eat while continuing at his card game, the sandwich has been known as a cheap, easy and filling meal. And in the restaurant biz, a repeat customer who buys an $8 sandwich and salad combo three times every week brings in far more revenue than someone splurging on that $200 meal once a year for a special occasion. Plus, the average sandwich shop, where most customers take their food to go, can serve considerably more diners per meal than a high-end restaurant with only 30 seats and a maximum of one turnover per service.

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