A franchise plan 'wit' some meat

Among many enlightenments realized from the controversy over the "Speak English" sign at Geno's Steaks was this: The cheesesteak experience in Philadelphia is a situational one, varying from vendor to vendor and griddle to griddle.

Now comes a former financial planner whose goal is to bring consistency to the recipe - with a franchise.

At Wit or Witout? - Philly-speak for whether you want onions - gentility in addition to high-quality products will be served in sun-splashed, roomy dining areas, says Tony Altomare, the man behind what is now a two-store chain (in Mayfair and Red Lion), soon to be three (in Hamilton Township, Mercer County, this month).

Those are owned by Altomare and some partners. They have signed agreements with two franchisees currently looking for real estate.

"Most cheesesteak places are little holes in the wall, don't have great cheesesteaks, and are rude," said Altomare, 45, an East Falls native who dished up some Philly attitude of his own: "They suck."

Joe Groh's feelings were hurt when I told him what Altomare had said.

"My place is very appealing; we have a good product, and we are not rude at all," said Groh, who bought the controversially named Chink's Steaks on Torresdale Avenue in Philadelphia's Wissinoming section in 1999 and renamed it Joe's Steaks & Soda Shop last year. He will open a second Joe's in October at Girard and Frankford Avenues in Fishtown, with a late-1940s look.

"It's going to be nice, and, of course, we're going to be nice," Groh said last week.

He wished Altomare well, warning that he's getting into "a tough business" requiring dedication and sometimes a stomach for margins as thin as a slice of provolone. Groh said he's paying 40 percent more now for rib-eye than he did two years ago, due to the Midwest drought.

Altomare knows the rigors of the food-service business - he's owned pizza restaurants throughout the region since the late 1990s, after five years in financial planning. For the last seven years, he's been at the helm of the seven-restaurant chain Tony Roni's, three of which are now owned by franchisees.

In March 2013, Altomare was introduced to two struggling Wit or Witout? restaurants owned by Dan DiZio of the ever-expanding Philly Pretzel Factory franchise.

"I saw this opportunity was something I could put my touches on," Altomare said recently in the Red Lion store, the exterior, like the interior, an eye-catching red, black, white, and gray. "We've changed every product in here except for the Heinz ketchup."

For franchising expertise, he turned to a veteran - Jim Sahene, CEO of the 210-store, Pittsburgh-based Bruster's Ice Cream and, before that, president of the TCBY frozen-yogurt chain, which grew from 200 stores to 3,000 while Sahene was with the company from 1986 to 2000.

Altomare's other partner is also his business mentor, Tom Bock, who owns a number of Pizzeria Uno restaurants.

"I see great potential," said Sahene, who together with Lexy Reed, daughter of Bruster's founder Bruce Reed, owns a 30 percent stake in Wit or Witout? Philly Famous Eats, the chain's new name starting with the Hamilton store.

When he visited the Wit or Witout? sites, Sahene said, he was impressed by the quality of the product, the employee service and attitude, and the simplicity of the business operation.

Franchises will cost $300,000 to $350,000. With no debt problems and strong income from Tony Roni's, Altomare said, he can afford to be selective in choosing franchisees. Franchising regulations prohibit the disclosure of Wit or Witout?'s recent sales performance, Altomare said.

Altomare and Sahene aren't saying how big they envision Wit or Witout? getting. What's important now, Sahene said, is proving the viability of the business concept here, "in the land of cheesesteaks. If you can do it there, we can do it in Des Moines, Iowa, where there's not as much competition."

Not nervous about more competition is Tom Konrad, owner of Ernie's Pizza on Cottman Avenue, where cheesesteaks are on the menu. He was recently having lunch with a friend in the Red Lion Wit or Witout?, enjoying the sandwiches and service.

"I think he'll do well," Konrad said. "If you put a quality product out there, there's room for many competitors."

Altomare is so confident of his quality, he bought billboard space along I-95 to brag about it:

"Best #$!*%$! cheesesteak in Philly."

Owner Tony Altomare talks about how he took on two struggling local cheesesteak shops. www.inquirer.com/businessEndText

215-854-2466 @dmastrull