03/24/2012 (9:20 am)
Sandwich shop on Hill thrives on ‘daily deals
If you are a local subscriber to multiple daily deal sites, you’ve no doubt received several offers — $5 for $10 or $6 for $12 — for Joe Fassi Sausage & Sandwich Factory.
Every week it seems like another deal from this one-man shop on Sublette Avenue on the Hill pops up in my inbox. This week alone, it had deals running on Groupon and Wedeal. I would venture that this restaurant is, if not the most prolific, then at least one of the most active merchants offering daily deals in the region.
While some businesses may be reluctant or wary of offering these deep discounts, that shop seems to be a true believer.
So I decided to stop in earlier this week and check out the place. It started out as a grocery in 1926 and is now run as a sandwich shop by Tom Coll, the grandson of Joe Fassi.
“I know you hear a lot of bad stories about coupon sites,” he said after fixing a sandwich for a customer. “But it works for me. I have no complaints.”
So just how many deals has he offered?
“Oh my gosh,” he said. “I probably use 14 different sites. You see all those clipboards? That’s how we keep them all straight.”
Coll motioned to a dozen clipboards hanging on the wall behind the cash register. Each one is for a different deal site such as Deal Chicken, Eversave and Urban Dealight. Names of customers who have redeemed the offer are highlighted in a green or yellow marker. A handful of other sites he uses have computerized systems.
So why does he do it?
“We’re just so off the beaten track so we needed to find a way to market our business,” Coll said. “It’s a great way to get your name out there. Someone told me … that you need to brand your name. You do that by being everywhere.”
And this way he doesn’t have to spend much money on marketing, he added.
Since he offered his first deal through Groupon about a year ago, he estimates that he’s sold about 3,000 to 4,000 deals. Most people end up spending more than the coupon value. And about 60 percent of his customers who use the deal come back and pay full price. So overall, sales have increased about 20 percent, he said.
Daily deals may not work for everyone, Coll cautioned no fax pay day loan. You have to do the math to make sure you’re covering your costs. And it may be that it works better for him because he is a small business with fewer overhead costs, he said.
Now that he’s become a deal regular, he fields a lot of calls from other obscure sites around the country wanting to carry an offer for him.
“But you ask them how many emails they have in St. Louis and they’re like a thousand,” Coll said. “That’s not worth the time. But yeah, people come out of the woodwork.”
WE LIKE OUR TACO BELL
Taco Bell’s new “Doritos Locos Taco” — yes, that’s a taco in a shell made of nacho cheese-flavored Doritos chips — has apparently been doing quite well in the St. Louis market.
At least that’s the word from the new owner of about two-thirds of the Taco Bell locations in this area.
Marjorie Perlman, a spokeswoman for Alabama-based Tacala LLC, said the new product’s success is a sign of how well Taco Bell is received in the St. Louis region.
“Folks in St. Louis like to eat out — we like that,” she said. “And it seems like you guys are kind of risk takers when it come to your culinary choices.”
Some critics may take issue with her last point. But I guess she means that St. Louisans don’t just eat burgers — but also are willing to “branch out” to tacos.
Tacala, the largest franchise operator of Taco Bell restaurants in the nation, now owns 61 of the 90 Taco Bell locations in this region, making it the company’s largest market. The company just acquired 34 locations from Yum Brands, which franchises the fast-food chain. And a month ago, it bought Wentzville-based GenXMex Foods’ portfolio of 27 local Taco Bell locations.
“We’re primarily in the Southeast,” Perlman said of Tacala, whose second biggest market is Birmingham, Ala., with 43 stores. “We’ve been wanting to expand for awhile.”
She added that the company plans to invest in the stores it has acquired — remodeling and putting in new equipment where needed.