APRIL OPENING SET
FOR MEMPHIS SWEET PEPPERS DELI
Columbus, MS -- March 18, 2004
Sweet Peppers Deli Franchise Systems, LLC has announced plans to
open a franchise in the Memphis area in mid-April. The franchise
was purchased in May, 2003 by John P. Godwin, Adam Paxton and William
Stine of Tupelo, MS.
The Memphis location is the second franchise sold by north Mississippi
restaurateurs John, Bernard and Myrll Bean and Robin Fant, who created
Sweet Peppers Deli in 1997. Three successful company-owned delis
in Columbus, Starkville and Tupelo, Miss. served as the prototype
for franchising the concept. The first franchise was opened in Hattiesburg,
Miss. in January.
"We are very excited to have a second franchise opening on the heels
of the Hattiesburg store" says Fant, who created Starkville, Miss.
dining favorite, Bulldog Deli, the inspiration for Sweet Peppers.
"We learned a lot from the first franchise opening and are so pleased
with how customers have responded during its first two months of
operation. Of course, we are fine-tuning the process with each new
franchise sold."
Sweet Peppers Deli features a menu of salads, soups, signature sandwiches,
panini (Italian pressed sandwiches), and wraps presented in a unique
atmosphere including neon signs, glass garage doors, and outdoor
eating areas.
The Memphis franchise is located in a shopping center endcap on
Germantown Parkway, two miles from the Wolfchase Galleria. Construction
is in progress to give the location the Sweet Peppers Deli family-friendly
"signature" style.
"An endcap is an ideal location for the franchise," says Bernard
Bean, Director of Operations. "It offers great customer traffic
and visibility, without the added cost of building a stand-alone
structure. We're looking for locations like this in areas that are
growing in population and economic development. Plus, being close
to Wolfchase Galleria provides added retail consumer traffic."
Godwin and his partners have been involved in planning and preparations
for the last few months, and are confident the restaurant will attract
the Memphis market. "Sweet Peppers Deli is a proven success," he
said. "We saw this as a tremendous opportunity, not only to own
our own business, but to work with some great people. We've had
the chance to work directly with John, Robin and Bernard each step
of the way, which allows us to really benefit from their experience."
Sweet Peppers Deli Franchise Systems represents over 20 years in
the food service industry, with six other successful restaurants
among their partners. The popularity of three company-owned delis
prompted the group to consider franchising. The restaurant's potential
was confirmed by independent consultants who placed Sweet Peppers
Deli in the fastest growing restaurant category in the country Ð
fast casual.
With a price range that falls between fast food & traditional casual
restaurants like Applebee's and Chili's, the cost for a fast-casual
meal is very appealing to customers. Also, with more Americans eating
out, consumers are looking for dining options that offer the convenience
of fast food with some of the service aspects found in casual concepts.
Fast-casual provides the best of both. Sweet Peppers Deli offers
a blend of counter and table service. Diners order from menu chalkboards
at the front counter, but receive full service from a wait staff
once they are seated. The result is a casual dining experience at
a faster pace.
The Peppers team begins working with a franchise owner 120 days
before a projected opening date, and continue to work closely through
the first month of operation. Training for store owners and managers
includes a month-long stint at one of the company-owned delis. An
on-site training team also helps new owners train employees and
ensure a successful opening.
For the Sweet Peppers Deli Franchise Systems partners, the people
factor is the most important. "We want to make sure that as we grow
we still maintain that personal touch that a lot of chains lose
as they expand," Fant says. "That's the part that makes Peppers,
Peppers."
Potential Sweet Peppers Deli franchisees are required to pay a $25,000
franchise fee, and need about $200,000 to $300,000 of their own
capital to get started. Location options range from $600,000 for
a strip shopping center restaurant to approximately $1.5 million
for a freestanding store.
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