Gaining a foothold in the crowded sandwich market can be summed up in a philosophy as old-fashioned as ham and cheese, says Ryan Andrews, general manger of the New York Subs franchise in Tigard: Build a better sub.

"We knew going into this that we had to deliver as good or better quality than our competitors," Andrews said.

He and his father, David Andrews, opened New York Subs in March. The shop is the first New York Subs franchise on the West Coast and one of 30 locations nationwide.

Father and son spent six months researching food franchises. They settled on New York Subs because they thought the quality of the sandwiches would give them an edge over franchise competitors such as Subway, Quiznos and Big Town Hero.

"I've always been kind of a sandwich freak," Ryan Andrews said. "I used to eat at Subway and Quiznos all the time, and I tried these sandwiches and decided they were my new favorite."

New York Subs is part of a movement in the fast-food industry called "fast casual." The idea is to provide slightly higher quality fare than a traditional fast-food restaurant and in a slightly more upscale environment. Typically, fast-casual food also has a slightly higher price tag.

New York Subs uses more expensive meats and cheeses, and contracts with a local bakery, Portland French Bakery, for breads, Andrews said. Because the ingredients cost more, sandwich prices are higher than those of competitors.

At New York Subs, a footlong sub costs about $7.50 and a 6-inch sub about $5.50. At Subway, a footlong sub costs about $5.70 and a 6-inch sub about $3.70.

"We're toward the upper end of the sub market, but customers are aware of the quality, and they keep coming back for it," Ryan Andrews said. The higher price helps build the shop's image as more of a "gourmet" sandwich vendor, he said.

Menu variety, with offerings such as hot panini sandwiches and wraps, also distinguishes the shop in customers' minds, Andrews said. "We offer more service here, and we try to bring the food out to the customers' tables. We like to think we have little nicer decor, and we do have a nicer menu, with gourmet items."

The Andrewses were so confident in the product and the fast-casual concept that they agreed to become development agents for New York NY Franchising Corp. The company, based in Mesa, Ariz., owns the New York Subs brand and concept.

"We hope to recruit franchisees and help open stores all over the Portland metro area," Ryan Andrews said. The second West Coast franchise, New York NY Fresh Deli, will open this fall in Tualatin at the corner of Boones Ferry Road and Martinazzi Avenue.

Before going into the sandwich business, Ryan Andrews worked in property management. David Andrews, who lives in Sherwood, was in the steel fabrication business in North Bend, Coos Bay and Portland for 28 years.

"We were eating in one of our competitors one day, and we said, 'You know, we could do this,' " said Ryan Andrews, who lives in Wilsonville.

One of the biggest challenges was finding a location. Other franchisees with mall stores have rental agreements with landlords who promise not to rent to competitors. "We ran into a lot of roadblocks; our competitors had the good locations locked up," Andrews said.

New York Subs targets businesspeople looking for lunch, so the Andrewses needed a site near many office buildings. They settled on a small strip mall across Oregon 217 from Washington Square mall.

"Businesspeople are always looking for choices; they are always looking for a new place to eat lunch," Ryan Andrews said.

The store is on the route of Jim Sheek, a UPS delivery driver who stops in nearly every workday for a sandwich because he likes the service and the sandwiches. His favorite is the New York Italian, with pepperoni and salami.

"It doesn't feel like a franchise," Sheek said. "They always have a nice friendly word for you, and they work hard to make sure everything is just right."

Click here for more information on the New York Fresh Deli franchise opportunity

Source: Oregon Live