For Jennifer Ashcraft, a lifelong Alabama native, business ownership wasn’t always in the cards. But sometimes, the best journeys begin with something as simple as a great sandwich.
The Path to Business Ownership
Jennifer’s career spanned decades in marketing, human resources, and headhunting, providing her with a deep understanding of people, operations, and leadership. While she had never considered franchise ownership, her husband’s purchase of a water restoration franchise opened her eyes to the potential of being her own boss. Curious and eager to explore new opportunities, she began researching different franchise concepts.
She looked at everything from bakeries, pet stores, even funeral homes. But nothing felt quite right. Then, during a trip to New York, she had her first bite of Capriotti’s, and something clicked. The fresh ingredients, the bold flavors, the signature sandwiches, it all stood out. This wasn’t just another franchise. This was something special.
"I immediately started researching everything I could about Capriotti’s,” Jennifer recalls. “I emailed a lot of people on the franchise development team, and they were so responsive and helpful, it really stood out to me.”
Hands-On Experience Leads to a Big Decision
Jennifer wanted to be sure this was the right move. She wasn’t just looking for a business—she was searching for something she could truly be passionate about. So, she took an unconventional step. She arranged with Bill Byrd, multi-unit franchisee and owner of a Capriotti’s in Georgia, to see what it would be like to work in one of our stores for a couple of days and get some hands-on experience.
“I loved making the sandwiches, working in the shop, and seeing the immediate joy it brought to customers,” she says. “It felt simple and satisfying. No endless emails, no big corporate projects, just great food, and happy people.”
What surprised Jennifer most was the passion customers had for a sandwich. Seeing firsthand how loyal fans would go out of their way for The Bobbie® and other signature menu items, she knew she had found something worth investing in.
Bringing Capriotti’s to Alabama
With her decision made, Jennifer took the leap, becoming the first Capriotti’s franchise partner in Alabama. She opened her first location in Madison, a community within Huntsville, and immediately immersed herself in the business.
Her approach was simple: be present, build a strong team culture, and connect with customers personally. The results spoke for themselves, within just seven months, her location surpassed $1 million in revenue.
“We had such a massive opening, it was overwhelming,” Jennifer recalls. “But Capriotti’s had the right guidelines and support every step of the way. I’d never built something like this before, and their experience helped eliminate the guesswork. That kind of guidance made all the difference.”
Jennifer’s impact also extends beyond business success, as she has made giving back a top priority. From fundraising events to food donations, she actively supports the Huntsville community. And the craziest part? People travel from hours away just to come to her Capriotti’s location!
Expanding a Legacy
Jennifer isn’t stopping at one store. With a second Huntsville-area location opening in just a few weeks and a third already in the works, she’s on a mission to make Capriotti’s a community staple.
"We’re building more than just sandwich shops; we’re creating a place that brings people together," Jennifer explains. “There are plenty of restaurants to choose from, so I make it a point to personally connect with our neighbors, give them a reason to visit, and ensure they see my face when they walk in.”
Jennifer’s story proves that sometimes, the best business decisions come from the heart. What started as a simple love for a sandwich turned into a thriving business, and she’s just getting started.
Are you ready to start your journey like Jennifer? Explore franchise opportunities with Capriotti’s and discover how you can build a legacy of your own. Schedule a call today.
