Ask any US Jew what the largest kosher restaurant chain is, and they will likely tell you it’s Mendy’s – with seven branches including one at New York City's Grand Central Station.
Or maybe they will offer up Dougie’s, with five branches in New York and New Jersey.
Actually, it’s Subway, the made-to-order sandwich giant which has eleven kosher outlets with five more are planned by the end of this year.
Subway is not the only fast-food chain with kosher branches. Dunkin’ Donuts, the world's largest coffee and baked goods chain, has 33 kosher franchises, mostly in New York, according to company spokesman Andrew Mastrangelo. They serve dairy breakfast sandwiches, but not full meals.
Subway, the second largest fast-food franchise in the world, didn’t set out to be No. 1 in the kosher market. Staffers at company headquarters in Milford, Conn., seemed bemused by the news.
“Really?” laughed Kevin Kane in the marketing department.
Sure, 11 kosher stores pales in comparison to the 22,000 non-kosher Subways in the United States, or to the hundreds of halal Subways in England and the Arab world. But it’s more than anyone else is offering.
And it offers a creative solution for Jewish community centres (JCCs) that want to offer kosher food but don’t want to take the financial risk themselves. Some would rather offer no food than violate kashrut.
“There are very few JCCs that run successful food establishments,” says Eric Koehler, director of the JCC of Northern Virginia, which has never provided food services in its building. “It doesn’t make sense to have something that loses $20,000 to $30,000 a year.”
That’s why the Mandel JCC in Cleveland rented space to the US’s first kosher Subway in May 2006. The centre had offered various kosher dining options since it opened in 1986, but none lasted very long. When Michael Hyman arrived in 2004 as the centre’s new director, he closed the building’s last struggling cafe without knowing whether he could replace it.
In stepped Ghazi Faddoul, a Lebanese Christian who had opened 100 Subways in Cleveland and was willing to give kosher a try with the clout of a global chain behind him.
Ham and bacon were removed from the menu, the “cheese” is made of soy, and the Seafood Sensation sandwich is filled with imitation crab. Two microwaves and toaster ovens ensure that fish and meat are kept separate. There is a full-time mashgiach and the restaurant is closed on Shabbat.
“It’s been wildly successful,” Hyman says. In June, the JCC of Greater Washington in Rockville, Md., picked up on Cleveland’s experience, opening a kosher Subway in a space formerly filled by a kosher Dunkin’ Donuts. Executive director Michael Feinstein says the centre has been getting much more foot traffic since it opened, particularly from Orthodox Jews.
“There aren’t that many kosher restaurants in the D.C. area, so it’s nice for the community to have this option,” Feinstein says. “And it’s great for us because it gets people into our building who might not otherwise be there.”
The Miami Beach JCC also looked to Cleveland’s example. The centre’s director, Gary Bomzer, notes that the building already has an in-house kosher caterer, but no sit-down restaurant.
“Bringing in a national chain gives us real credibility,” he explains. “A brand name like Subway provides more than a cup of coffee.”
The remaining kosher Subways are freestanding stores spread throughout the States.
The US stores are the only kosher Subways. Israel opened the world’s first kosher Subway in 1992 but the operation, which reached 23 stores at its peak, shut down in 2004 after the original manager died.
Subway spokesman Les Winograd says the company used its experience with the Muslim standard, halal, to learn how to deal with kashrut challenges such as sourcing specific meat and following strict dietary laws. The first halal Subway opened in Bahrain in 1984, followed by branches in Saudi Arabia, Kuwait, the UAE, Tanzania, Zambia and other countries with large Muslim communities. England alone has nearly 60 halal branches.
Kosher Subways are more difficult to keep open, Winograd says. Some open and shut, like one that lasted for about a year in Livingston, N.J., and a Wall Street branch that closed last winter when the economy collapsed.
While Winograd receives lots of inquiries from potential franchise owners in other countries who are interested in the kosher option, none have panned out.
“The population has not always been there to support the business,” he says.
Subway serves meat, so a kosher store requires full-time kosher supervision, an extra expense added to ingredients that already cost more than their non-kosher equivalents.
Maurice Lichy, owner of the new Miami JCC Subway, says he’s trying to keep his prices “competitive” and hopes to charge no more than $1.50 extra per sandwich.
"By all accounts SA's Pesach
"By all accounts SA's Pesach kosher sales were as much as 40 percent up on last year"
Umm, where do you get these stats from?
Two of the biggest and
Two of the biggest and longest-standing Pesach retailers (both of whom also wholesale) have reported these figures to us - of course off the record.
One reported a 35 percent increase by volume (i.e. excluding inflation) and the other a gross increase of "at least 33 percent," which they were at pains to point out was in a market served by more players. They are working on an estimate that the total market had increased by as much as 40 percent.
We were researching a story on the issue but nobody wanted to share their info, understandably. So we didn't, but couldn't resist putting the teaser out there.
Of course we can't verify these numbers but the sources are as impecable as they come.
If you think a Kosher
If you think a Kosher Sandwhich Bar like Subway (But not subway as such) would do well in Jhb SA pls comment:):)
Regards
Alon Berman
No, it won't do well. DS.
No, it won't do well. DS.