Sandwich shop owner Richard Foell explains how he is trying to bring a little coastal flair to the Valley with Pacific Coast Highway Subs.
Question: What is the nature of your business?
Answer: We are a surfing-themed sandwich shop.
What is the history of Pacific Coast Highway Subs? How did it get started?
Richard: My wife and I wanted to open up a franchise deli in the Sacramento area, but the plans fell through.
We became interested in starting our own business and so came down here and opened PCH Subs.
What are your biggest challenges?
Richard: It's always a challenge keeping costs down, but more recently, it is getting harder to predict sales. This recent heat wave has kept people inside. It's hard to sell sandwiches when nobody wants to go outside.
What is a lesson you've learned from this business?
Richard: I've found that advertising is very important. You have to constantly adapt to figure out what works for your company and what works for the customers.
What makes you stand out from the competition?
Richard: They put half of what we put on a sandwich.
If you want to get full off bread, go to one of the big chain sandwich stores. If you want plenty of meats, fixings and condiments, come to us. We fix whatever you need.
What is your philosophy on customer service?
Richard: It's all about making them happy. We have a lot of loyal customers, but if you don't treat them right, then they won't keep coming through the door.
What are some of the perks of working at PCH Subs?
Richard: You get to know a lot of good people on a personal level. We sponsor a lot of local clubs, and I've found that working with people is extremely satisfying. It's also a pretty healthy business. My wife and I do a lot of walking when we are out delivering sandwiches, and we can also eat healthy meals.
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