Charley's Grilled Subs is about to gain a sibling. The chain is creating a new brand built on a single sandwich: Charley's Philly Steaks.
Company founder and CEO Charley Shin is joining the "do one thing and do it well" philosophy that has worked for chains such as hamburger-focused Five Guys, the Dispatch reported.
"Charley's Philly Steaks creates a clearer brand identity," Shin said. "It will allow us to separate ourselves from the sub category to create a more true, genuine Philly cheesesteak experience, with better bread, more meat and better flavor."
In the works for the past eight years, the new Charley's chain will offer a more streamlined menu, with a focus on "great Philly cheesesteaks, fries and great lemonade."
Shin's new chain will begin in Columbus, just as the original Charley's did 24 years ago. Four cheesesteak stores are planned for Central Ohio this year, although Shin is not prepared to name the locations yet.
Read the Dispatch story.