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No Ordinary Hero

Capriotti's sandwiches have a cult following--and an ambitious new CEO who plans 500 sub shops in five years.

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This story appears in the April 2010 issue of Entrepreneur. Subscribe »

No Ordinary Hero

The hungry customers start pouring into the tiny sub shop shortly before noon. By the time the lunch hour is in full swing, the new Beverly Hills Capriotti's Sandwich Shop --the first California outpost since the chain was founded in Delaware in 1976--is packed with people wearing business suits and designer jeans. Employees are calling out to customers by name, inquiring about what they like, making menu recommendations, asking how many peppers they want on their sandwiches.

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