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When Matt Farler first tasted Capriotti’s as a student at UNLV, he never imagined he’d one day be bringing the brand to an entirely new region of the country. But after years of running agricultural operations and chasing his kids around college softball tournaments with his wife, the Farler family decided it was time for something new, something of their own.
Today, Matt is the proud owner of Capriotti’s in Abilene, Texas, with plans to open two additional locations across West Texas. As Matt describes, the journey has been one of the most rewarding chapters of his life.
A Taste of Something Bigger
Matt’s connection to Capriotti’s runs deep. “It was our Saturday lunch spot in college,” he shared. “It’s always been with me.” So when he began exploring franchise opportunities, Capriotti’s was at the top of his list. After doing his due diligence, visiting other franchisees and speaking with current partners, he found himself drawn to the brand not only for the food but also for the support and belief Capriotti’s had in him.
“They were willing to take a chance on me,” Matt said. “That loyalty stuck with me. I didn’t have restaurant experience, but they gave me the tools to be successful.”
Bringing Something New to Abilene
Opening a Capriotti’s in Abilene meant introducing a whole new concept to the area. “We wanted to bring something different to this community that we love,” Matt said.
The store launched with a bang, $40,000 in sales in the first week and lines out the door! With a strong local team, including a dedicated GM and staff who “bought into the vision,” Matt has focused on delivering an exceptional product and customer experience every day. “You’ve got to stick to the script,” he explained. “Capriotti’s has a proven system. If you follow it and show up every day ready to grind, you’ll succeed.”
Community-First Mentality
Matt attributes much of his success to local support. “We’ve got three colleges in town and an Air Force base with people from all over the country, with some who already knew and loved Capriotti’s,” he said. Those customers became instant advocates, helping the brand gain traction in the region.
He’s now expanding his reach through catering and sports team partnerships. “Abilene is a hub for the region. People come here for shopping, sports, everything. We want to be a part of that experience.”
The Farler family is also fully invested in the business, literally and figuratively. His wife handles social media and keeps the team energized, while their three kids love stopping by the store. “My 10-year-old thinks she can run the register,” Matt laughed. “It’s definitely a family affair.”
Looking Ahead
Matt’s next goal? Store #2 in San Angelo, followed by potential expansions into Lubbock and Midland-Odessa. But he's not rushing. “I now want to make sure the systems are solid and my team is ready before we open the next one,” he said.
Through it all, he’s found a renewed sense of purpose. “It’s not easy. But when customers tell you it’s the best sandwich they’ve ever had, or that the service is better than anywhere else in town—it makes every long day worth it.”
Why Capriotti’s?
To anyone considering franchising, Matt offers this: “There are sandwich shops on every corner, but there’s nothing like Capriotti’s. From the Wagyu cheesesteaks to The Bobbie, it’s the best product out there. And more than that, you’re joining a brand that truly supports you.”
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