CONNECTICUT – The Bostonian inventor of the “North Shore roast beef sandwich,” Kelly’s Roast Beef“aims” at Connecticut for growth as it continues to expand “across New England and beyond.”
The announcement was made Thursday.
Restaurant chain officials said Kelly’s is looking to capitalize on its fame in Massachusetts by securing “multi-unit franchisees who will fulfill the mission of sharing iconic roast beef and seafood dishes with communities around the world.” Connecticut”.
Through market research, Kelly’s Roast Beef estimates the state can support up to 20 new locations, with a goal of 12 units over the next six years, officials said.
Potential locations were not disclosed.
“Connecticut has been a top state on our expansion list for quite some time now,” said Neil Newcomb, CEO of Kelly’s Roast Beef Franchising. “Connecticut is an integral part of the Northeast due to its large economy and population. Kelly’s would do wonders in this market as it has been very receptive to new business concepts, has a 12 month climate climate and is close to our headquarters, where the brand enjoys undeniable notoriety and the flagship products we sell correspond to the New England market.”
Kelly’s Roast Beef sandwich has become a local legend in Massachusetts.
Officials said the process begins with a carving machine that thinly slices roasted sirloin tip meat that is medium rare and aged for 25 days. The sirloin is then placed on a buttered and “grilled” burger roll and topped with “any condiments the customer desires”, plus a slice of cheese.
A small sandwich contains 5 to 6 ounces of roast beef, while a large one can contain between seven and a half and eight and a half, officials said.
A busy place during its peak season can sell more than 20,000 roast beef sandwiches a month and, across the chain’s multiple locations, Kelly’s officials estimate that one million sandwiches are sold over the course of a year.
Kelly officials said that even in the face of this volume, the channel had not returned to “a commissioner’s setup”. Instead, each location roasts its beef in-house throughout the day, “ensuring that sandwiches can always be cut to order as they have been for decades.”
Says Newcomb, “That, in itself, is the hallmark of a Kelly sandwich. It never sits. It’s a medium-rare, melt-in-your-mouth roast beef sandwich.”
He added, “We are excited to continue to expand our unique brand concept into new markets across the country, particularly in our home region where we have gained a loyal following. The food and atmosphere at our restaurants are enjoyed by all types of people and families, in suburban and urban demographics, and we look forward to providing the highest quality experience to Connecticut communities. »
Kelly’s garnered national attention on the Food Network show, “$40 a Day with Rachael Ray”, on a PBS special called “Sandwiches You Will Like”, on “Robert B. Parker’s Wonderland by Ace Atkins” , on NBC’s three-time Emmy-winning “30 Rock,” and on the big screen in the Oscar-winning film “Good Will Hunting.”
In 2019, Thrillist named Kelly’s one of “11 New England chains the whole country needs” and Business Insider said travelers “shouldn’t leave Boston without trying the roast beef sandwich at Kelly’s.”
Officials said that, including a franchise fee of $40,000, the total initial investment to open a Kelly’s franchise is $1.8 million to $3 million.
Kelly’s was founded in 1951 and has been franchised since 2020.
There are five locations open in the Boston metro area.