What started as a first bite of Capriotti’s on a family trip has become a multi-unit growth story for Jennifer Ashcraft. Today, her franchise journey with Capriotti’s has grown from one Alabama shop into a family-led business with a third location underway and multi-state growth on the horizon.
Finding the Right Fit in Franchising
Jennifer’s path to Capriotti’s began with a question many future business owners ask: What would I actually enjoy building?
Jennifer spent much of her career in HR and corporate leadership, but she knew she wanted to build something of her own. She had seen franchising from several angles, including through her husband Kenny’s previous franchise business and her own experience working for a franchisor, so the model felt familiar even if restaurant ownership was a brand-new adventure.
“I would have never opened a restaurant had it not been a franchise,” Jennifer said. “I feel like it’s such a nice business in a box that we have going on.”
During a trip to New York for Jennifer’s 50th birthday, the Ashcraft family visited a Capriotti’s and ordered a table full of sandwiches. Drawn to the signature sandwiches, fresh ingredients and loyal guest following, Jennifer became the first Capriotti’s franchise partner in Alabama and opened her first shop in Madison, a Huntsville-area community.
Within seven months, the location surpassed $1 million in revenue, proving that the brand’s fan base could translate into strong local demand.
Building a Family Business with Capriotti’s
Today, Capriotti’s is truly an Ashcraft family business. Kenny, who originally planned to stay involved from the sidelines, quickly found himself pulled into the energy of the first opening. Within months, he sold his previous business and joined Jennifer full-time.
Their sons are now part of the vision too. Brady serves as the store manager at their first location, while Kyler is studying business with plans to grow into the operation. Around the dinner table and in family business meetings, the Ashcrafts are already talking about what the next three, five, and 10 years could look like.
For Jennifer, that is one of the most meaningful parts of the journey. Capriotti’s has given her family a business they can build together, shape together, and eventually pass forward.
“Family is the word that keeps defining this journey for me,” Jennifer said. “Being a part of such a family with Capriotti’s, as well as with my team, with my real family, that’s such a big piece of it.”
That family mindset extends to her leadership. Several team members have been with the Ashcrafts since the first opening, and they were eager to jump into the second opening just to feel the excitement again. Now, they are already talking about the third shop with the same energy.
"I can teach anybody how to make sandwiches," she says. "But it's about involving them in our business and having them know that we're here, we're a family."
Growing with Confidence
The first opening was fast, busy and unforgettable. Jennifer remembers looking across a “sea of people” in the restaurant and realizing the demand was bigger than expected.
At one point, a guest drove about an hour and a half from Nashville to pick up 20 or 30 Bobbies for his team. For Jennifer and Kenny, moments like that showed how deeply people connect with Capriotti’s, especially those who know the brand from Delaware, Las Vegas or other markets.
Driven by that momentum, Jennifer expanded to a second Huntsville-area shop and is now preparing for her third location. Her franchise journey has grown into a recognized multi-unit success story, earning her the title of Capriotti’s Multi-Unit Franchise Partner of the Year in 2025.
With each opening, Jennifer says the process has become more familiar. “Thinking about the third location, I’m even more armed with the knowledge and what needs to happen,” Jennifer said. “I know what I’m doing now, which is a nice feeling.”
That confidence is helping Jennifer look beyond Alabama. After establishing Capriotti's in Huntsville, Jennifer is now targeting Tennessee communities with strong catering demand, the same growth driver behind her current shops.
A Franchise Success Story Still in Motion
Jennifer’s franchise journey with Capriotti’s started with a sandwich she believed in. Now with three Huntsville-area shops in motion and a multi-state expansion on the horizon, Jennifer is building a future her family, her team and her communities can grow into together.
Explore franchise opportunities with Capriotti's and start writing your own growth story!
FAQs About the Capriotti’s Franchise Opportunity
Q: What makes Capriotti’s a strong franchise opportunity? Capriotti’s offers a differentiated sandwich concept built around premium ingredients, signature menu items and a loyal guest following. The brand also provides franchise partners with training, operational resources and ongoing support as they grow.
Q: Is Capriotti’s a good franchise opportunity for multi-unit ownership? Absolutely, and many Capriotti’s franchise partners do. Multi-unit ownership can be a compelling way to build a scalable business with Capriotti’s, supported by systems designed to grow alongside franchise partners as they expand.
Q: Why do franchise partners choose Capriotti’s? Many franchise partners are drawn to Capriotti’s because they believe in the product. The brand’s signature sandwiches, quality ingredients and established fan base help create a concept operators can feel proud to bring to their communities.
