Source – https://www.pe.com/2019/01/10/marijuana-themed-sub-shop-to-open-in-riverside/
You won’t get high if you eat there.
But the Cheba Hut restaurant that’s planned for Riverside will still pay homage to all things marijuana. The menu features more than 30 signature sub sandwiches with names like Jamaican Red (spicy chicken), Acapulco Gold (barbecue chicken), Magic Mushroom (portabella) and Humboldt (guacamole/veggie). The restaurants also offer a variety of Rice Krispy treats, salads and munchies.
Tyrone Myles, who will oversee ownership of the new location along with his wife and two daughters, explained the strategy: “There are no edible marijuana ingredients in any of the food,” the 55-year-old Riverside entrepreneur said. “Scott Jennings founded the company in 1998 and he used to deliver pizzas late at night. That’s where he got the concept that people get the munchies, so that became the theme. But it’s just a fun environment.”
Cheba Hut has 22 locations scattered throughout California, Nevada, Oregon, Arizona, Colorado, New Mexico and Wisconsin, with two of the eateries in San Diego.
Myles, who will serve as franchise owner for the Inland Empire, has signed on to open his first location in Riverside with two more planned for the surrounding area.
“I’ll start out with one in Riverside, then one in Rancho Cucamonga and another in Temecula,” he said. “But I want to branch out. I’d like to open at least 10 locations from Apple Valley to Temecula.”
Cheba Hut caters primarily to a customer base of 18 to 35-year-olds, Myles said, although that can vary.
“Each store will be different,” he said. “In Riverside, there will probably be more kids coming in. But when we open in Rancho Cucamonga, the clientele will be different. More professionals will be coming in there because that location will be near a courthouse.”
Lots of competition
Specific sites for the three restaurants have yet to be announced but one thing is certain: They’ll face plenty of competition from the likes of Subway, Jersey Mike’s, Quizno’s, Firehouse Subs and a host of other established sandwich chains.
So what would make someone walk into a Cheba Hut as opposed to a competing sandwich shop?
“I think you have to have a catchy concept,” Myles said. “So hopefully, the concept will win and the food will keep them coming back. Plus, we have a full-service bar. You can’t go to Subway or Quizno’s and have a cocktail. But you can at Cheba Hut.”
Most locations also offer craft beer bars that feature offerings from neighborhood breweries.
The Cheba Hut franchise will be a new experience for Myles, who previously worked in the medical industry selling implantable pacemakers and defibrillators.
“I had signed up with another franchise but couldn’t get the geography I wanted,” he said. “But when I drove down to San Diego and tried one of their sandwiches I was hooked on the spot. I like this because we have some autonomy. Each store will be different, and the employees don’t have to wear uniforms. They just want people to be able to express themselves.”
A family affair
Myles’ wife Lisa will help design the look of the shops and daughters Caris, 26, and Danielle, 23, will help run and promote them.
“I think it’s a good opportunity,” said Danielle, who will take on the role of general manager. “It’s unique and their company culture and beliefs align with ours. The people in my family are all big foodies!”
Caris plans to coordinate marketing efforts for the eateries.
“I think we’ll get a lot of excitement just spreading the news,” she said. We’ll be tapping into the community and coming up with ideas. Maybe we’ll help sponsor a UCR game. This seems perfect for a college environment.”