Earl of Sandwich was initially launched in 2004 in the US, where there are currently 13 sites that serve the branded ‘World’s Greatest Hot Sandwich’.
The brand is now being brought to the UK by John Montagu, the current 11th Earl of Sandwich, together with restaurant entrepreneur Robert Earl. The London venue, situated near St Paul’s, will officially open on Monday 18th April.
If the concept is successful, the owners will be looking to roll the concept out nationwide, said Alex Garland, CEO for Europe.
“We have big plans to roll out. We’d like to establish a solid base in London fairly quickly, and if it’s successful, we’ll take it nationwide,” he told BigHospitality.
The group hopes to have “at least half a dozen” sites up and running in London within the next two years, followed by much more rapid expansion throughout the rest of the country.
“We want to get it absolutely right here, then we’ll be moving very fast,” Garland told BigHospitality.
The owners expect the concept will become successful in this market as its offering is different to that of its main competitors, Pret A Manger and Eat, he explained.
“Hopefully we’ll be original. The main concept is hot, fresh sandwiches made to order, which are prepared fast.”
“They’re also great value and quite substantial”.
Menu and venue
Located at 38-40 Ludgate Hill near St Paul’s Cathedral, Earl of Sandwich will sell 13 sandwiches, all priced at £3.95. They take approximately four minutes to make, from when the customer orders.
The menu includes The Original 1762, which is made with roast beef, cheddar cheese and horseradish sauce, and is named after the date when the 4th Earl of Sandwich invented the concept as a quick meal option.
Other items on the menu include The Full Montagu (roast beef, turkey, cheddar, lettuce, tomato, mustard), the All American (roast turkey, buttermilk ranch, cranberries, cheddar, lettuce, tomatoes), and The Earl’s Club (roast turkey, bacon, Swiss cheese, lettuce, tomatoes, sandwich sauce).
All sandwiches are made to order using artisan bread made with a “secret recipe”.
The site will be open Monday to Friday 7am – 6pm and Saturday and Sunday 10am – 4pm.
Other food available throughout the day will include fresh soups, salads, a selection of cold sandwiches and desserts, including a home-made bread and butter pudding.
There will also be a breakfast menu serving a choice of eight made-to-order hot breakfast sandwiches and porridge from 7am to 11am Monday to Friday and 10am to 11.30am on Saturday and Sunday.
The restaurant will offer both take-away and eat-in service, with seating for 41 customers available.
Earl of Sandwich, which was originally launched in Disney in Orlando, US, will also be launching in Disney in Paris, France, in June 2011.