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DUBLIN, OHIO - As proclaimed by its original tag line, "East Coast sub in a midwestern city," W.G. Grinders banked its success on the dearth of deli-styled concepts in the Columbus, Ohio, market when it opened in 1989.
"It's just the idea of a hot sandwich more than anything," said Mike Bellisari, founder and president of the concept. "In Columbus no one bad ever heard of the term `grinders,' and there really wasn't anybody producing a grinder here at the time."
The chain, which, for its debut, played up the angle of the concept's uniqueness in the central Ohio market, has continued to tweak that angle, if only by a few degrees, as it expands beyond Columbus.
The concept has grown to 21 units - nine of which are company-owned - and continues to refine its operations, while evolving from a "mom-and-pop" operation to a corporate culture. And the tag line since has been replaced by "Anything is halfbaked."
W.G. Grinders melds the chrome of '50s decor and blackand-white tiled floors with an airy, modern sleekness and features an extensive menu of 22 sandwiches as well as a variety of soups, salads and desserts.
Bellisari, while vacationing in Rehoboth Beach, Del., first discovered the "grinder" sandwich at a restaurant on the boardwalk there called Louie's Pizza.
A "self-taught" operator, whose previous experience consisted of work as a bouncer and bartender in restaurants and bars, Bellisari, after conducting some...