In today’s value-seeking economy, consumers are more discerning than ever. Value no longer means “cheap”: while consumers remain price-conscious, their perception of value has evolved to include food quality, portion size, and the overall experience they receive for their money.
For entrepreneurs evaluating opportunities, this shift matters. Capriotti’s Sandwich Shop continues to stay ahead of changing consumer behaviors by delivering more value for the price while protecting margins through operational discipline and smart use of technology.
How Consumers Define Value Today
Recent industry research by McKinsey and Deloitte confirms that value perception extends well beyond price. While cost still matters, 10 to 40 percent of perceived value is driven by non-price factors such as food quality, trust, and consistency.
Food quality and portion size drive satisfaction. Nearly 60 percent of U.S. consumers cite food quality and portion size as the main factors in deciding a restaurant’s value.
Most diners trade down within a brand, not away from it. When consumers cut back on restaurant spending, they are more likely to use promotions or order smaller items than switch to a cheaper restaurant altogether.
Value is emotional as well as financial. Over 70 percent of consumers say a meal can still feel like good value at a higher price if quality, service, and experience are delivered.
Bundles and flexibility matter. Roughly 60 percent of consumers ordered a value bundle in the past month. Portion flexibility and modular meals are increasingly important, especially for younger diners.
The takeaway for franchise development is clear: sustainable growth comes from delivering “worth it” value, not racing to the bottom on price.
How Capriotti’s Balances Value and Premium Quality
Capriotti’s has leaned into this evolving definition of value by pairing premium ingredients with generous portions, menu flexibility, and operational efficiency.
Bigger, Better: A Value Proposition Built on Substance
In 2025, Capriotti’s launched its “Bigger, Better” initiative, a system-wide commitment to delivering more value without compromising quality:
25% more meat on cheesesteaks, including the Classic, Chicken, American Wagyu, and Impossible options
Expanded portion options with Mini, Small, Medium, and Large subs across the menu, delivering better portion consistency and guest choice
High-quality ingredients, including hand-sliced meats, slow-roasted and hand-pulled turkey, prime-grade American Wagyu beef, freshly made salads and coleslaw, and a large vegetarian selection
Everyday Value With Modularity and Flexibility
Capriotti’s has also introduced $9.99 Cap’s Duos, allowing guests to pair a mini sub with a soup, a salad, or chips and a cookie. These bundles meet consumer demand for customizable combinations and accessible price points over rigid menu structures.
Technology, Efficiency, and Franchisee Economics
Delivering consistent value and premium quality requires discipline behind the scenes. Capriotti’s supports franchise partners by optimizing margins through:
Supply chain efficiency that protects ingredient quality at scale
Automation tools to manage inventory, integrate cost analysis, and track profitability
Digital ordering and pickup optimization, aligning with consumer shifts toward cost-efficient off-premise dining
Data-driven Rewards Program that elevates the guest experience, drives repeat visits, and enables targeted offers
A Value Strategy Built for Long-Term Franchise Growth
“Bigger, Better isn’t just a menu upgrade, it’s a full-scale commitment to more flavor, more consistency, and more value,” said Ashley Morris, CEO of Capriotti’s. “We’ve always believed in earning loyalty one bite at a time, and now we’re giving our fans even more reasons to come back and taste the difference.”
For franchisees, this philosophy matters. In an era where nearly four in ten Americans identify as value seekers, the strongest brands are those that deliver more without undermining their business model.
Explore available territories and begin your franchise journey with Capriotti’s today!
FAQs About the Capriotti’s Franchise Opportunity
Q: Where did Capriotti’s begin? In 1976, what would become one of the nation’s favorite sandwich shops was born as a family business brought to life by brother and sister Alan and Lois Margolet. Named after their food-loving grandfather, Philip Capriotti, the first Capriotti’s Sandwich Shop was opened in Wilmington, Delaware.
Q: What kind of support will I receive as a franchise owner? Capriotti’s provides structured franchise coaching, ongoing check-ins, operational guidance, and direct access to a development team that supports site selection, design, and construction. Our team partners with you before, during, and long after your grand opening.
Q: What is Capriotti’s Bigger, Better initiative? It’s a brand-wide program increasing portion sizes and operational efficiency, rewarding loyal guests with more value while driving growth for franchise partners.
Q: What’s on the Capriotti’s menu? Capriotti’s Sandwich Shop is best known for its award-winning subs made with premium ingredients and generous portions. Guests can choose from multiple portion sizes and value bundles like Cap’s Duos, giving the brand broad appeal across different dining occasions and consumer preferences.
