How One Couple Is Expanding Capriotti’s Presence in Idaho
Brian and Amanda Robertson are turning their love for Capriotti’s into a growing family business, expanding the iconic sandwich brand in Idaho’s Treasure Valley with two shops open and a third on the way.
For Brian, the journey started in Las Vegas, where he grew up enjoying Capriotti’s and gained firsthand restaurant experience working in bars, restaurants and fast food.
“Capriotti’s has never faltered in my book,” Brian said.
When the couple relocated to the Boise area in 2023 to be closer to family, they saw an opportunity to introduce their favorite sandwiches to a new community.
“Boise needs a Capriotti’s,” Amanda recalled thinking.
That idea quickly became reality. The Robertsons opened their first shop in Star in March 2025, followed by Meridian in June 2026. Now, they're preparing for a third location, excited about the opportunities ahead.
A Passion for the Brand, Backed by Experience
Although neither had owned a restaurant, the Robertsons brought valuable experience to their new venture.
Brian's restaurant background provided insight into customer service and daily operations. Together, they had successfully built Robertson Installations, a Las Vegas contracting business specializing in playgrounds, shade structures and sports courts. Amanda also brought leadership experience from her service in the Army National Guard.
For the couple, Capriotti’s offered the ideal combination of a product they believed in, shared family values and a proven business model.
“I wanted something where I didn’t have to reinvent the wheel, a tried and true system, and Capriotti’s definitely delivered that for us,” Brian said.
Amanda also appreciated Capriotti’s commitment to veterans through VetFran, including a 15% discount on franchise fees, and its core values of Passion, Integrity, Family and Profitability.
A Partnership Built on Support
Entering a new market and navigating restaurant ownership came with challenges, but the Robertsons quickly discovered they weren't doing it alone.
Capriotti’s comprehensive franchise support system helped them prepare for opening day and continues to guide their expansion.
That support includes four weeks of hands-on training at corporate restaurants in Las Vegas, on-site trainers before and after opening, and weekly operations check-ins. Dedicated teams also assist with real estate, site selection, construction, marketing, technology, accounting and legal needs.
For the Robertsons, having experienced professionals available throughout the process has been invaluable, particularly as they introduce Capriotti’s to a new market and plan additional locations.
“It’s not just, ‘Hey, you’re on your own, you’ve got to figure out how to do five or six of these,’” they shared.
That franchise-first approach starts at the top. Capriotti’s CEO Ashley Morris and President Jason Smylie began as franchisees themselves, giving them firsthand insight into what owners need to succeed.
“We put so much support behind franchisees to help them succeed,” said David Bloom, Chief Development & Growth Officer. “For us, it’s about building the right long-term relationships and making sure both sides can be successful together.”
Growing a Business, Building a Community
Today, the Robertsons are enthusiastic about what they've built and even more excited about what's next.
They're hands-on owners who prioritize relationships with employees and guests, creating a welcoming environment where customers become regulars and team members feel like family.
“All of our employees and staff are treated like family,” they shared. “We try to get to know all of them, and we’re a presence in the shop on a daily basis.”
With two thriving communities to serve and another shop in development, the couple is eager to continue growing alongside Capriotti’s.
Their journey demonstrates how passion, transferable business experience and the right franchise partnership can create an exciting path to entrepreneurship.
Interested in bringing Capriotti’s to your community? Connect with Capriotti’s franchise development team today to learn more!
FAQS ABOUT THE CAPRIOTTI’S FRANCHISE OPPORTUNITY
Q: Do I need to have restaurant experience to become a Capriotti’s franchisee?
No, our franchise partners come from various backgrounds. From corporate careers to the military to other fields outside of the restaurant industry. Our teams support franchisees throughout their journey to help them meet their individual goals.
Q: What type of support does Capriotti’s provide franchise partners?
Capriotti’s provides extensive support to franchisees to help them get off to a strong start. Various teams bring their expertise and guidance across real estate, design and construction, training, IT, marketing, accounting, operations, legal, and other areas. For the first stores, the training team will remain in shops for a couple of months after the grand opening to ensure franchisees feel stable.
Q: How does Capriotti’s help veterans become franchise owners?
Capriotti’s is an official partner with VetFran and provides veterans a 15% discount on the franchise fee, helping lower costs and making ownership more accessible for those who have served.
