Sandwich inventor's noble heir to offer slice of history in cafe

Nation's Restaurant News, June 23, 2003 by Lori Lohmeyer

ORLANDO, FLA. -- Whether the fourth Earl of Sandwich devised his namesake creation in 1762 to feed hungry troops in wartime or to provide himself with sustenance during long card games, his legendary invention has become a menu staple worldwide.

Now sandwiches made by his direct descendant, the 11th Earl of Sandwich -- or at least by his company's soon-to-open cafe at Disney World here--soon will be feeding hungry tourists and laying the groundwork for a planned US. chain.

International restaurant executive Robert Earl, founder and chief executive of Planet Hollywood and partner in the Earl of Sandwich startup with the actual earl, John Montagu, is banking on the lure of the sandwich legend to help boost excitement for their chain venture.

Earl and Montagu, who is a member of the British Parliament's House of Lords, are spearheading the trans-Atlantic leap for the Earl of Sandwich brand, which Montagu's son, Orlando, launched in London a few years ago as an upscale sandwich catering, delivery and in-store kiosk concept.

According to Earl, the first Earl of Sandwich restaurant, scheduled to open this year in the Downtown Disney Marketplace mall, will be a 220-seat, 8,000square-foot operation serving a host of hot and cold sandwiches, salads, side orders and desserts.

Following the Florida debut, the company will open branches in New York and Chicago in 2004, he said.

"I think there are two things in life to a successful business," Earl remarked. "One is to have sufficient selling propositions and promotional elements. We obviously fill that job. Obviously, having the Earl of Sandwich is better than just opening a chain. But the more important element is the quality of the product."

The Earl of Sandwich's menu is slated to include 12 different sandwich fillings, among them English roast beef. Ham and pineapple is another variety. Each sandwich will be $5. The chain's flagship unit also will serve both wine and beer, Earl said.

Partly funded by a $2 million investment from Earl, the London-based Earl of Sandwich company began its extensive catering and retail business about three years ago. Founded by the Montagus, the company began delivering its sandwiches throughout London. It now also sells several thousand each day through a British grocery store chain, Earl said.

After Earl became an investor, the company began working on perfecting an English bread recipe that could be used in a restaurant. As it turned out, the new bread cooks in 90 seconds in a conveyor oven and allows the sandwich to retain its heat for up to 15 minutes, Earl explained.

"It is very exciting to be expanding into the United States and launching at Disney," John Montagu said. "Robert [Earl] and my family have worked together for more than a year to ensure that our food is second to none."

The restaurant, eager to capitalize on its historical namesake, will include dining-room displays of Montagu family archival materials, photos and displays from the National Maritime Museum in Greenwich, England. According to Earl, the new restaurant's decor will mirror the Earl of Sandwich's ancestral home, "down to the fireplace."

The interior also will include an exhibition kitchen and service area designed to afford a full view for customers.

Despite potential drop-offs in tourism in the Orlando area, Earl chose Disney World as the restaurant chain prototype's inaugural location because of the attraction it holds for visitors from around the world. According to Earl, approximately 10 million people per year will pass the new restaurant.

"We always are looking for unique, extraordinary experiences, and [the Earl of Sandwich] offered that up," said Ed Baklor, vice president of Downtown Disney. "We really try to keep everything unique."

The new restaurant is replacing the Gourmet Pantry, a food and concession shop operated by Disney. According to Bakior, employees from the Gourmet Pantry, which is slated to close in the next 30 days, will be given the option to work elsewhere in Walt Disney World.