Jason’s Deli has grown to 180 locations in 23 states, serving 90 sandwich varieties, including wrap and panini sandwiches, as well as other menu options.

Premier Business Partners:

Dr. Kracker Huhtamäki Foodservice Rubbermaid Commercial Products Salad Soulmates Dominion Forms Inc. Desert Glory Vending Nut Co.

Jason's Deli sells sandwiches, soups, salads and desserts, it is actually “in the people business,” President Joe Tortorice declares. “We [just] happen to be selling food.”

He explains that the 32-year-old company has nurtured a culture focused on service. “That’s what we’re truly here for – to serve our people,” Tortorice says, noting that he enjoys when the customers will rave about the service provided by his employees.

“That’s probably the highest compliment I can be given,” Tortorice states.

Serving ‘All Walks of Life’
Tortorice founded Jason’s Deli in 1976 with a single location at Gateway Shopping City in Beaumont, Texas. One decade later, he and partners Rusty Coco, Pete Verde and Pat Broussard formed its parent company, Deli Management Inc., to pursue franchising opportunities.

Today, the company has 180 locations located in 23 states. Tortorice notes that 76 of the company’s locations are franchised, while the remainder are company owned. In addition, Jason’s Deli serves a broad customer base, ranging from families to medical personnel.

“It’s really all walks of life,” Tortorice states. “One of our slogans is, ‘We’re for all tastes,’ and that’s truly a very good descriptor of our concept.”

At a Good Pace
Jason’s Deli also has benefited by staying privately owned, Tortorice says. “We’re not mandated by a third party to grow at a [specific] pace like many of the public companies,” Tortorice says, explaining that the company prefers to not outgrow its people. “[Instead,] we will grow at a pace by which we can supply quality management personnel to run these units.”

The concept has been recognized for its work. “In 2005, we were named the most outstanding restaurant concept by Restaurant & Institutions magazine,” he says, noting that the company also was ranked No. 1 in the United States in average unit volumes by QSR magazine.

A Growing Franchise
Over time, the size of Jason’s Deli footprint has grown, Tortorice says. While the original location covered 2,200 square feet, “Our typical prototype [now] is 4,500 square feet,” he says.

Its menu has also expanded. The very first Jason’s Deli offered eight to 10 sandwiches, but it now offers 90 varieties, including wrap and panini sandwiches and its signature sandwich, the New Orleans Muffaletta, which can feature ham, hard salami or oven roasted turkey with provolone and a homemade olive mix.

Tortorice notes that the menu also features breakfast items and salad bars with fresh and homemade dressings and a baked potato section. In addition, “Our meal at Jason’s Deli is complemented by an offering of complementary ice cream,” he says. “We have a little bit [of something] for everyone.”

Another component of Jason’s Deli is its catering business, Tortorice says. “We supply our products to various businesses throughout the markets that we’re in for business meetings [and] breakfast meetings,” he explains.

Taking the Opportunity
After 32 years, Tortorice says he still loves the business. “It’s not work,” he states. “When I come to the office every day, it’s an opportunity to serve others.”

Of his associates, he highlights his partners, including Coco, who “has been significant in developing our food offerings,” Tortorice says, adding that Coco has contributed to the company’s green initiatives.

In addition, “Pete Verde has been a customer service proponent and he’s taken our company to another level,” Tortorice states, adding that “Pat Broussard, my other partner, handles our facilities and ensures we have safe and attractive restaurants.”
 
Developing Associates
Tortorice says he is proud of the culture at Jason’s Deli, which is based on the concept of servant leadership. “Our leaders’ jobs are to support, to care for, to guide [and] to mentor the people they serve,” he explains.

While developing the culture of Jason’s Deli, “We came up with five principle core values,” he states, noting that those include:
•    Being a great place to work
•    Holding the highest personal standards
•    Providing “out-of-this-world” service
•    Serving the highest quality of food
•    Being a healthy, growing company

To promote this culture, Jason’s Deli has set up a leadership institute within its organization. The institute teaches courses in ethics, wellness, marriage and family, personal financial management and emotional intelligence.

“From the dishwasher position to our chief operating officer, the professional development of the human being has been the key to our growth for more than 30 years,” Tortorice said in a statement. “Our mission statement begins with the words, ‘We are a caring family.’

“Those words mean ‘It’s not just about corned beef and pastrami,’” he explained. “We are interested in developing our people in all walks of life, spiritually, physically and taught by the executive management team and ownership group.”

The courses at the leadership institute include “Ethics 20: Managing the Right Way When No One is Looking,” a one-and-a-half day course for managers that looks at ethics and moral decision-making processes. Business courses also include “Team Building 202: Building Stronger Teams and Relationships,” which examines effective and ineffective teams.

On a more personal side, the institute also offers “Marriage Matters: Strengthening the Bonds Through Reconnection,” a course which looks at communication, intimacy and conflict resolution between couples.

Tortorice notes that he teaches two courses at the leadership institute himself. “Our leadership institute has been a significant asset in developing our people,” he says. “It’s developing life skills, and if we make these people better human beings, then they will be better deli people.”

Givers Vs. Takers
Jason’s Deli holds high standards when recruiting its franchisees, Tortorice says. In addition to recruiting those with restaurant experience, “[We look for] people who are team players,” he says.

This has resulted in Jason’s Deli recruiting those people who are “givers” rather than “takers,” Tortorice explains. “We look for people that will bring new, fresh ideas and will help our concept,” he says.

Two Jason’s Deli franchisees Tortorice highlights are Scott and Diane Willis, who operate a Jason’s Deli franchise in Fort Myers, Fla. “They’ve set an example for the rest of our company,” Tortorice says.

Tortorice explains that the couple has set a high standard by contributing to charities, and participating in charitable and academic boards and the local chamber of commerce. “[They are] embedded in the fabric of the community,” Tortorice states.

Strong Support
To ensure its franchisees’ success, Jason’s Deli says it makes sure it provides them with a detailed and comprehensive training program. “Our management training for franchisees incorporates a 10- to 12-week training program for up to five franchisees per store,” the company states.

This training is held at one of the company’s corporate training stores, where they learn technical training, management development and marketing. “We also offer continuing development training so [our franchisees’] skills never get rusty,” Jason’s Deli says. “And after the franchise store opens, we will assist the franchisee in establishing an in-store program.”

So its franchises can benefit from the company’s 32 years of operational experience, Jason’s Deli says it has incorporated its franchise operations department with its corporate operations.

In addition, “Each franchise location is visited regularly by one of our field consultants, and all franchisees have a direct line to all corporate personnel,” Jason’s Deli states.

Jason’s Deli also provides its franchisees with site selection and construction support. According to the company, it aids franchisees with determining the best locations in their markets by helping them obtain market demographics, performing market orientation trips and broker referrals.

“Once [they] have an approved location, we will guide [our franchisees] through the entire construction process,” the company adds.

In addition, the company provides franchisees with support through Jason’s Deli Distribution, a division of Deli Management. Through this system, “We run our own trucks and we have our own warehouse,” Tortorice says.

New Options
With consumers seeking healthier options, Tortorice says Jason’s Deli has moved its menu in that direction. While its delicatessen products do contain saturated fats, it has already eliminated trans fats from its menu, he reports.

“When I say ‘eliminate,’ it’s completely eliminated from every product we serve, from soups to cookies,” Tortorice asserts, adding that the company is also trying to remove corn syrup from its products.

In addition, “We’re continuing to look at more organic products, because we feel like they’ve been carefully grown and nurtured without pesticides,” he states. “We feel that’s very important.”

Actively Responsible
Jason’s Deli also has been active with environmentally responsible initiatives, Tortorice says. For instance, “We are styrofoam-free in our stores now,” he states.

In addition, its new locations feature water-saving devices in its restrooms, while the company has installed solar panels on the rooftops of several locations, as well. “[We] hope to continue to do that,” Tortorice adds.

Its stores also utilize power-saving light fixtures, while Jason’s Deli also has a tree-planting program to replenish the non-recycled paper products it uses.

In addition, “We use organic products that limit synthetic fertilizers as much as we can,” Tortorice says, adding that the company is also planning to participate in recycling programs.

Serving ‘The World’
Jason’s Deli often contributes to charities, Tortorice says. For instance, “We sponsor the Susan G. Komen Race For Breast Cancer in several of our cities,” he says.

Tortorice notes that the company is also a significant supporter of several of the universities near its systems, including Lamar University and Texas A&M University.

Jason’s Deli is also planning to expand its menu, he says. Currently, the company is “looking into pastas,” Tortorice explains.     
        
“We believe that that’s a great, healthy product that we can develop for both dine-in and catering,” Tortorice says. “We’re also trying to add more to our breakfast offerings, and, at this point, our breakfast [service] is primarily [for] breakfast catering. We’re [also] looking into the possibility of dine-in breakfast at select locations.”

In 2008, “We should build an additional 25 to 30 units,” Tortorice predicts, noting that Jason’s Deli’s markets for next year  “include Chicago, Philadelphia, northern Virginia and the D.C. area, as well [as] Fort Lauderdale.”

However, Tortorice says he sees even wider growth ahead for the company. “We believe that we can be in all 48 continental United States,” Tortorice says, noting that the company plans to enter Canada and Mexico within the next 15 years. “Our vision statement is ‘people serving people throughout the world.’”