SCHLOTZSKY’S TO LAUNCH NEW CONCEPT NEAR ATLANTA
Prototype set to open near Atlanta features new ordering systems.
Schlotzsky’s, which ATLANTA — got its start in Austin before moving its headquarters to the Atlanta area a year ago, is undergoing an evolution.
The franchise restaurant chain, which operates more than 350 locations worldwide, is unveiling a new concept that shifts it from a fast-casual sandwich shop to a more edgy eatery aligned with its Central Texas roots. The concept, called Schlotzsky’s Austin Eatery, will open in Duluth, Ga., on Thursday.
The first Schlotzsky’s Austin Eatery prototype will feature design elements, menu items, alcoholic beverages and ordering systems that mark a new positioning for the brand, which debuted in 1971.
“It started with one sandwich, one size. That was it,” said Schlotzsky’s President Kelly Roddy.
Each day, the shop sold sandwiches until they ran out, then shut the doors for the night.
“It was very much a cult following,” he said.
Over time, the sandwich shop grew to a national brand, expanding its deli options and evolving into the bakery-cafe it is today.
“The new positioning of the brand is about going back to our roots,” Roddy said. “The original sandwich shop on South Congress (Avenue) is the epicenter of coolness today. We want to bring that Austin vibe to anywhere in the country.”
At the Duluth location, Schlotzsky’s regulars will find its standard sandwiches still on the menu. However, additions include fare inspired by Austin’s bustling food truck scene, Roddy said. Traditional deli meats like ham and turkey will be offered alongside new proteins like chorizo, pulled pork and shrimp – available on sandwiches, in tacos and on sliders and flatbreads called Flats.
An open kitchen and bakery will enable patrons to see salads assembled, bread made from scratch or meat sliced fresh. These changes, Roddy said, are an attempt to be as transparent