Capital cuisine
San Antonio sandwich chain debuts new Austin-inspired concept
San Antonio and Austin may have a famous rivalry, but one sandwich chain is betting that a little bit of the Capital City will be a big hit in South Texas. On June 22, all Schlotzsky’s locations in San Antonio, New Braunfels, Schertz, Seguin, and Spring Branch will transform into an updated concept — Schlotzsky’s Austin Eatery.
According to a release, the new concept was inspired the restaurant’s “wonderfully weird roots” in Austin, where it was founded in 1971. Schlotzsky’s had previously tested the new branding in Atlanta and Dallas before bringing the idea to Austin in March 2018. Eventually, all 370-plus of the company’s locations will make the switch.
The most noticeable change for customers will be a more contemporary look. The new eateries are clad in wood planking decorated with marquee signs, colorful metal chairs, and corrugated steel panels.
Fans of the chain’s sandwiches shouldn’t worry, however. The restaurant will still offer more than a dozen varieties and its signature sourdough buns but is adding made-to-order sliders and fresh salads to the mix.
Select outposts will also sell craft beer and wine and offer happy hour, although the release did not specify exactly which locations will have the new drink program.
“The concept is a natural evolution of the brand, tapping into our 47-year heritage while accommodating the ever-changing consumer,” said Schlotzsky’s VP of marketing, Robyn Seward, in a release. “With the new Schlotzsky’s Austin Eatery concept, we’ve combined elements from [quick service restaurants], fast casual, and casual to create a level of quality and guest experience that says, ‘We’re glad you’re here!’”
Whether the Austin-centric focus will play as well in San Antonio as it did in other markets remains to be seen, but the restaurant is giving guests some extra motivation to try it out. To celebrate its grand re-opening on June 22, all area locations will be offering small The Original sandwiches for $2.99 and giving away cash prizes to a few lucky customers who check into the reward app with a $6 or more purchase.
