Philadelphia’s Wit or Witout Cheesesteaks is promising to expand nationwide. The two-unit brand is opening soon in Hamilton, New Jersey with immediate plans to franchise the brand in Pennsylvania, New Jersey, Delaware, Maryland and New York.
Wit or Witout was recently purchased by Tony Altamore, owner of seven Tony Roni’s Italian restaurants. he has since brought on Jim Sahene, former TCBY president and current Bruster’s Real Ice Cream chief executive to help Altamore franchise the brand.
Wit or Witout has expanded its menu, with Altamore creating his own seasonings and sauces. He’s also added hoagies and “Sturgers” to the menu, a combination steak and burger. Also on the expanded menu, a chipotle chicken cheesesteak.
The stores will be plastered with Philadelphia graphics and scenes. The slogan is the boastful “Born & Raised in Philly.”
Sahene promises “the concept will succeed because it offers a truly great product served in a fun, entertaining setting.” Altamore says, “it’s time the rest of the country finally gets to eat a really freakin’ good Philly cheesesteak with some good Philly attitude thrown in.”
Past cheesesteak franchises have not done that well. Even Pat’s King of Steaks was unable to pull off franchising in the 1980s. More recently, Tony Luke’s has had some success but in a offbeat bunch of locations including Atlantic City casinos, Bahrain, a South Jersey bowling alley and a Baltimore strip bar.
Wit or Witout Franchising [Official]