Villa Enterprises to Debut New Prototype for South Philly Cheesesteaks & Fries Restaurant Brand

Villa Enterprises to Debut New Prototype for South Philly Cheesesteaks & Fries Restaurant Brand
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Villa Enterprises to Debut New Prototype for South Philly Cheesesteaks & Fries Restaurant Brand

New Name and 1st Design Prototype Opening in Gloucester Premium Outlets N.J. August 13th

Second Prototype Opening in Woodbury Common Premium Outlets N.Y. August 31st

Villa Enterprises to Debut New Prototype for South Philly Cheesesteaks & Fries Restaurant BrandMorristown, NJ  (  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 13th, in the new SIMON Gloucester Premium Outlets, at Gloucester Township, 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 at the SIMON Woodbury Common Premium Outlets, in the new Food Court, at 498 Red Apple Court Central Valley, New York, August 31st.

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,” said, 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.

The first South Philly location opened in 1986, and today, nearly 30 years later, there are 17 locations featuring the famous cheesesteaks and fresh-cut fries, with two new SIMON Premium Outlet locations opening soon. “The popularity of South Philly, one of our quick serve concepts, continues to be one of Villa’s growth vehicles and provides a fantastic franchise opportunity for qualified operators,” said Matt Von Klemperer, Director of Franchise Development, Villa Enterprises. “South Philly’s new look and design along with its menu, offers franchisees a foodservice brand that stands the test of time.” More information about franchise opportunities for this popular quick-serve brand can be found here.

About Villa Enterprises

Villa Enterprises  is a global multi-brand restaurant operator and franchisor. Founded in 1964 by Michele Scotto, a Naples, Italy native, Villa Enterprises, began as a small pizzeria next to the Ed Sullivan Theater in New York City. Today, Villa Enterprises is an international organization that recently celebrated its 50th anniversary with nearly 400 quick-serve restaurants in malls, airports, casinos and other high-traffic locations.

Villa’s QSR brands, including Villa Italian Kitchen, Villa Pizza, Green Leaf’s, Bananas, South Philly Cheesesteaks & Fries and Far East, can be found across 40 U.S. states, Puerto Rico and eight additional countries. Villa also operates 12 full-service restaurants in suburban New Jersey under the 40North brand including The Black Horse Tavern & Pub, The Office, Steelworks Buffet & Grill, Piattino and George & Martha’s. For more information, please visit

Linda Duke

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