Shopping Center Business

MAY 2015

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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88 • SHOPPING CENTER BUSINESS • MAY 2015 R E S T A U R A N T R E V I E W Susan Fishman Gourmet sandwich shop meets public house for a deli experience like no other. Beach Hut Deli Layers On Fun I n 1981, at the ripe young age of 19, Troy Feist had a vision for a deli with a fun, beach-inspired theme. What started with the creation of a sandwich stuffed full of top-quality meats, cheeses and fresh produce soon evolved into the Beach Hut Deli — a unique concept fea- turing one-of-a-kind sandwiches served in a public house atmosphere, complete with alcohol and live entertainment. The first Beach Hut Deli took shape in Granite Bay, near Folsom Lake in Northern California. In the past several years, the franchise has grown from three stores to 35 stores in California, Reno, and Las Vegas. With stores now open in the Central Coast of California and Southern California, Beach Hut Deli is on its way to becoming the leader in the gourmet sandwich arena. The com- pany will soon be opening new stores in Fresno, Rocklin Crossing (the second for that area) and Sunnyvale, California, and is scouting locations in San Diego, Austin and Portland, while considering further expansion in Las Vegas. Feist's focus from the beginning was a unique menu with top-quality, fresh ingre- dients. Many of Beach Hut's sandwiches today contain cream cheese — a recipe style that had never really been done before in the sandwich genre, according to Feist. The menu features a string of signature sandwiches, hot melted sand- wiches, salads, nachos, "beach dogs" and side orders. The deli also serves local craft brews and wine. Being a lover of the beach, Troy de- cided to give the concept a beach theme with a resort-like atmosphere. Tables are fashioned from surfboards, and the entire deli is adorned with beach and surf mem- orabilia. The beach theme has evolved into a beach culture yielding, among other things, a wall of infamy with photos of happy patrons and Beach Hut staff having fun and sporting their beach attire. Most Beach Hut Delis are between 1,400 and 2,200 square feet. The ideal location is an end cap with a patio in a lifestyle center, power center or in-line strip, according to Feist. "We're just looking for a good tenant synergy with businesses that are open throughout the course of the day," he says. "We drive a lot of business, not just during lunch hours, but in the evening, as well." In addition to lunch service, Beach Hut features a catering business in the morn- ing and entertainment at night with high- definition sports TVs, live acoustic music and trivia. "We've kind of evolved into a very unique concept in that we have a public house atmosphere, but we are a true gour- met sandwich restaurant," notes Feist. "We are technically in the deli category, but when people come in for lunch, they want to come back in the evening because they see everything we provide. So we are Beach Hut Deli at Sand Creek Crossing shopping center in Brentwood, California. A cabana room at Beach Hut Deli helps create the at-the-beach feeling that the company strives for in its locations.

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