Editor's Note: This article has been updated to correct promotional details and timeline information.
Capriotti's is celebrating its 50th year with Las Vegas front and center, as the sandwich chain that started in Wilmington, Delaware, now leans hard on its Vegas base for the next phase of its growth. What began as a neighborhood sub shop has evolved into a franchising engine rooted in Southern Nevada, rolling out openings, sponsorships and anniversary promos all across the valley. The golden anniversary is landing as a blend of nostalgia, sports tie-ins and a full-throttle push to recruit new franchisees.
Las Vegas In The Driver's Seat
As reported by the Las Vegas Sun, Capriotti's is leaning into city-focused activations as the backbone of its 50th-year rollout. The company shifted its corporate headquarters to Las Vegas after Ashley Morris and Jason Smylie, then franchisees, bought the brand in 2008, a move detailed by the Las Vegas Review-Journal. That long-standing Vegas presence has helped build a tight cluster of local operators and given the chain a highly visible home base for national expansion plans.
Growth Spurs The 50-50-50 Franchise Push
On the growth front, Capriotti's is not exactly coasting into middle age. After what executives described as a breakout 2025, the brand closed dozens of deals, reporting franchise agreements for roughly 30 locations and 16 restaurant openings last year, with about 20 more expected to come online in 2026. To keep the momentum going, the company has rolled out a limited-time "50-50-50" incentive that can save qualified new partners up to $50,000, according to Fast Casual. Leadership says that program, paired with recent industry recognition, is designed to court both first-time operators and seasoned multi-unit developers as Capriotti's moves toward its long-term unit goals.
Sports, Esports And Stadium Spotlight
To stay in front of local fans, Capriotti's has stepped deeper into the sports world. The club has tagged the sandwich maker as the Official Sandwich Partner of Las Vegas Lights FC at Cashman Field, with halftime giveaways and in-stadium activations promised as part of the deal, according to the team. The brand is also chasing screen-first audiences, signing on as the official sandwich partner of FaZe Vegas in the Call of Duty League, per a company news release. In practice, that puts the Capriotti's name on jerseys and smack in front of crowds across both live-sport and esports arenas.
Menu Rituals And Anniversary Focus
For all the marketing, the chain is still banking on its bread and butter, or more accurately, turkey and stuffing. Capriotti's continues to spotlight the Bobbie, the cult-favorite combo of turkey, stuffing and cranberry sauce. The company says it slow-roasts whole Butterball turkeys every night and hand-pulls the meat each morning, according to the Capriotti's menu and website. For the 50th anniversary, the brand is focusing on franchise development initiatives, brand storytelling, and recognition of long-standing franchise partners, as reported by industry publications. Layer in limited merch, fresh menu drops and those stadium activations, and the celebration doubles as a carefully tuned growth play.
"This anniversary is about more than celebrating our past," Capriotti's CEO Ashley Morris said in a company statement, per Fast Casual. For Las Vegas, that translates to more store openings, more fan-facing events and a larger local footprint, all backed by a national brand that still traces its story to a Wilmington kitchen but now runs firmly through the desert.
