Villa Enterprises, global multi-brand restaurant operator and franchisor, announced they have renamed South Philly Steaks & Fries, and redesigned the popular, nearly thirty-year-old quick serve restaurant concept to South Philly Cheesesteaks & Fries. When the new South Philly Cheesesteak & Fries restaurant opens on Thursday, August 13, in the Gloucester Township of New Jersey, fans of the popular eatery—which opened its first location in 1986—will be among the first to experience the concept’s updated restaurant prototype design. The second South Philly prototype restaurant will open in Central Valley, New York, on August 31.
Set to open soon, the newly designed Gloucester South Philly location is 700 square feet and incorporates elements from street graffiti to the Philadelphia skyline and liberty bell. The new South Philly prototype design was provided by Ideation Design Group of Arizona, and highlights characteristics of industrial South Philadelphia. From its metal corrugated siding on the upper sign bulkhead, to the security wire inside the glass on sneeze guards, to the concrete tiles on the counter to the traditional brick finish on inner walls, and graffiti style graphics, make this reimage complete.
“For the reimaging of our brand, we went back to the origins of the Philly Cheesesteak, the streets of Philadelphia, when guests order at the new South Philly Cheesesteaks & Fries, all five senses should transport them to South Philly,” says Leslie Chinea, brand manager, South Philly Cheesesteaks & Fries. “Our goal is to bring the essence of authentic South Philadelphia to customers across the country. As existing stores come up for remodel we will retrofit to match new prototype,” says Chinea.
All new South Philly locations will have digital menu boards designed by Pop Culture Design Studio of Chicago, featuring live action video of the famous cheesesteaks and fresh-cut fries being made. Also, at new locations, guests can build their own cheesesteak or gourmet fresh cut fries and pile them high with any or all of the toppings including Cheez Wiz, bacon, and ranch. Other favorites on the menu will include chicken cheesesteaks, wings, and steak & fries bowls.