The Importance of Being Present

Jennifer Ashcraft admits the first thing that attracted her about Capriotti’s was its name, but it was the food that has made her stay and become the first franchisee in Alabama. 

“It was something I had never heard of before, and, after the name caught my eye, I really liked the concept of a sandwich shop.”

Exceeding expectations, the location generated more than $1 million in just seven months. She’s now opening a second location and plans further expansion in the southeast.

Modern Restaurant Management (MRM) magazine reached out for a a deeper dive into Ashcraft’s franchising journey, learning why she feels it’s important to be present in her shop every day. and how she creates a team culture where everyone contributes.  

What was it about Capriotti’s that resonated so much with you that you wanted to be a franchise owner? 

I have a varied background in sales, marketing, and HR. I knew I wanted to own my own business, and I was familiar with franchising in general Since my shop is the first Capriotti’s in Alabama, and there are really no others close to me, I had never tried the food. Once I found the name and liked the concept, we planned to try the food on an upcoming trip to NYC. I went with my husband and two sons, and I think we ordered about seven different sandwiches! We loved the quality ingredients and the unique flavors. After that, I was hooked.

I also had the opportunity to speak with a few current Capriotti’s franchisees, and they spoke very highly of the brand and the family environment. It was just all a good fit for me.

What kind of research did you conduct?

Before committing to moving forward, I went to the Kennesaw, GA location and worked in the shop to see if I wanted to make a career out of making sandwiches. I thought the mixture of customer service, catering, and serving up great food would fit me and my family well, so I decided to move forward.

After making my decision, I also signed up to be a food delivery driver. This was an eye-opening experience and helped me learn so much about what it’s like on that side of things so we can strive to give everyone who walks in our door a welcoming experience. 

What are some things you do to inspire and retain staff by creating a team culture and what do you look for in a potential staff member?

I believe in being present in my store. I have very high standards for customer service, and it’s really important to me that all of our team members welcome our guests and treat them well. It’s also very important that they respect and take care of each other. Being respectful and kind to each other is something I talk about on every interview.

Also, I am an open book about our business, and that has helped our team feel more connected in the business instead of just someone coming in to work a shift. I look for someone with a positive attitude and a genuine interest in the culture we are building in my shop. I have learned that restaurant experience does not necessarily make a great employee!

Why do you feel it’s important to be in the shop each day and what does that consistency show to staff and guests?

Since I left my corporate career and decided to open a restaurant (I like to call it “blowing my life up at 50” lol), I knew I would be very involved in the shop. I’m not one to just sit at home and expect my team to run my shop. It’s important that I am there working beside them.

It’s important that I am there working beside them.

I feel the same way about my guests. I have many guests who have my personal cell number and call me to place catering orders or to tell me their family is coming in to eat or to send me pictures of their kids’ happy faces because they came in for a Bobbie for dinner. It shows my team and our guests that I care about my little sandwich shop, and I plan on being here to serve them fresh and yummy food with a smile for a long time to come.

How do you engage with customers in person and online?

I am in the shop a lot. I’m usually on register or expo or walking around cleaning tables and talking with guests. I have so many friends who come in and also share with their friends about my small business, and I am very thankful for all the new people I get to meet who come in and visit! I try to post fun things on our Facebook page…one thing is something we like to call “love notes” from guests.

We love getting online orders with notes on the tickets. Our team members have so much fun reading those, and I will randomly post them on Facebook. I also have had several people send a party tray to a business or a fire station, for example. I will post that on Facebook to share a little happiness.

How are you part of the community where you are located?

 I have always been very involved with my kids’ school and band programs, volunteering and serving on the board, and I was always well-connected in the business community through my previous career. All of that has given me great connections to be able to support various community and school programs throughout the city. 

I would have never opened a restaurant on my own without it being a franchise.

What are some lessons you have learned along the way?

The not-so-fun side: Things are going to go wrong! There are going to be supply breakdowns and mistakes. There are mean people in the world who are never going to be happy no matter how hard you try to help them. The fun side that far outweighs the not-so-fun side: Opening my first restaurant with such a successful start. Kicking off the training wheels and realizing I am actually riding this bike! Understanding it takes a whole team of amazing and caring people to keep things running smoothly.

What advice would you give to someone who is interested in pursuing a franchise opportunity?

I would have never opened a restaurant on my own without it being a franchise. I just didn’t have the knowledge or resources to be able to do that. Having access to the knowledge and resources that our Capriotti’s corporate team has gave me the ability to make this dream a reality. Restaurant ownership is not for the faint of heart, but being part of the Capriotti’s family has been an amazing experience so far.