As Capriotti’s Sandwich Shop has grown from a regional favorite to a national brand, CEO Ashley Morris has made certain that the company stays true to its roots. “When I took over the company, my main priority was to preserve the heart and soul of the Capriotti’s brand while scaling it nationally,” Morris says. “As we’ve expanded, we’ve ensured that our commitment to quality, family values and handcrafted sandwiches never wavered.”
Ashley Morris
The sandwich shop franchise hasn’t cut corners as it has grown, and this dedication to excellence helps it stand out among its larger competitors, Morris says. “The one thing that has and will always separate us from competitors is our quality. We are not focused on being the biggest sandwich brand; we are focused on being the best,” he says. That means that the company works to get all the details right, he says, from slow roasting turkeys in-house daily at each restaurant to fostering a welcoming environment for guests.
Even as food prices have increased, the company has not skimped on its standards. “Quality is non-negotiable for us,” Morris says. “For nearly 50 years, Capriotti’s has been committed to serving incredible sandwiches by using premium ingredients, even when costs rise.” These top-grade food products include fresh produce, whole, slow-roasted Butterball turkeys, hickory-smoked, honey-cured bacon and ultra-premium American Wagyu beef from Snake River Farms.
The Customer Experience
Part of the evolving landscape for restaurants is the change in consumers’ expectations for dining, which Morris sees as customers seeking out “the intersection of convenience and quality.” Consumers want more than a drive-through meal or quick dinner, he says. “They’re looking for crave-worthy food that fits their lifestyle.”
And even beyond the food, restaurant customers are seeking something more intangible, Morris says. “I believe the brands that will lead the future of the industry are the ones focused on creating an emotional connection with their customers. It’s not just about what you serve on the menu — rather it’s about how you make people feel,” he says. “For Capriotti’s, that means doubling down on craftsmanship, authenticity, and making every guest feel like part of the family, no matter how they interact with us.”
Consumer demand for tech-driven convenience continues to increase, especially since the pandemic, and Capriotti’s has responded. “We live in a technology-driven world nowadays, so we have adapted to these shifts by investing heavily in our digital infrastructure,” he says. Among other steps, Capriotti’s has enhanced its app and rewards program, improved its online ordering experience, and partnered with third-party delivery platforms.
This tech-forward approach aligns with industry trends, as the quick-service restaurant (QSR) market continues to see rapid digital adoption. According to a report by Fortune Business Insights, the U.S. QSR market is projected to grow significantly from $361 billion in 2024 to $599 billion by 2032. Technology is helping drive this growth by enhancing customer engagement and operational efficiency.
Franchisee Support
A commitment to supporting franchisees is an important part of Capriotti’s proven business model, along with serving outstanding food, engaging with the community and utilizing technology efficiently, he says. “That commitment starts with carefully selecting the right franchise partners, people who align with our values and are passionate about delivering an exceptional product,” says Morris, who got his start with Capriotti’s as a franchise owner himself.
The company provides comprehensive training and ongoing coaching to help ensure franchisee success, along with assistance with site selection and construction and with targeted marketing. Capriotti’s POS system integrates inventory management, food-cost and labor-cost analysis, sales information and other data to help franchise owners track their profitability.
“We foster open communication and a collaborative environment, empowering franchisees while holding them accountable to our shared standards,” he says. “It’s this balance of support and empowerment that not only fuels Capriotti’s sustainable growth but also makes it an ideal opportunity for both multi-unit operators and first-time franchise owners looking to grow their portfolios.”
From its start in 1976 in the Little Italy neighborhood of Wilmington, Delaware, as a family-run business, Capriotti’s has grown to become an award-winning brand with more than 155 locations across the country. Looking to the future, Morris says that the company plans to keep expanding both nationally and internationally. “At the same time, we will continue to evolve our menu, embrace new technologies, and explore more nontraditional locations,” he says. “And as we continue to grow, my priorities remain the same—to preserve the heart and soul of the Capriotti’s brand.”
