In an effort to bring Primo Hoagies to a national level, the organization recently hired Derik Beck as the vice president of marketing and Adam Biedenbender as the vice president of development specializing in Franchise Development.
Rocco Fiorentino, president and CEO of Primo Hoagies says, “We have tapped Derik and Adam to join the Primo team to help expand our brand and bring additional support to our franchisees. Primo Hoagies is built on the quality and consistency that our fans have come to expect, and we want to bring that same sense to how we brand our company and support our franchisees.”
Beck comes to Primo Hoagies with a long leadership background in digital marketing promotion and strategic planning for companies like Cottman Transmission and Total Auto Care, AAMCO, New Holland Agriculture and Mack Trucks, Inc. “I am so excited to be part of the Primo team,” says Beck. “I hope to invigorate everyone on the team from management to the franchisees and their staff so we are always making a great first impression and providing an amazing customer experience.”
Biedenbender joins the Primo Hoagies team with an extensive background in franchise multi-unit development. He is well known throughout the franchise industry for creating strong relationships with franchisees and identifying great partners for franchise expansion. Biedenbender has worked with several prominent franchise organizations around the country, including: Rita’s Water Ice, Dunkin Donuts, Quiznos, Remax, Smash Burgers and Papa Murphy Restaurants.
“I’ve been a fan of Primo since I first moved to Philly in 2003. It’s really great to see the strides they have made in the Philadelphia market since then,” says Biedenbender. “When the opportunity came up to help the brand grow the business outside of the Philadelphia market, I jumped at the chance. When you have a product as good as a Primo Hoagies with such a solid business model, it’s hard not be excited about its potential growth. I can’t wait for the rest of the country to try this sandwich and to grow the brand to its potential.”
Currently, Primo Hoagies franchises are located in seven states, including: Pennsylvania, New Jersey, Delaware, South Carolina, Florida, Maryland and Virginia, with more than 90 stores open. There are 52 stores in Pennsylvania with the newest location, Primo Hoagies Kennett Square, which opened on February 13, 2018.
The description of a sandwich being called a “hoagie” is unique to Philadelphia much like the Primo Hoagies brand. Primo Hoagies co-founder Rich Niegre opened his first store on Ritner Street in South Philadelphia in the 1990’s. From there the brand expanded into Center City, Philadelphia and into the South Jersey market. Soon after, Niegre decided to franchise the brand.
Fiorentino explains that Primo Hoagies’ is held in high regard among Philadelphians because of its top quality ingredients that fill the options on the menu at all stores. The menu is also consistent, always offering Old Fashioned Style Specialty Sandwiches unique and original to Primo Hoagies.
Looking to the future, Beck is charged with increasing Primo’s online presence, increasing same store sales and the Primo Hoagies distribution process throughout the United States. He will also concentrate on expanding the brand using his unique social media strategies. Together, Beck and Biedenbender, will build franchisee relations and support the marketing efforts of each individual franchise.
