Hero Boy Sandwich Co. is growing beyond its original home, with plans to open a second location in Chastain Square in early 2027. The sandwich shop, known for classic Italian subs and cheesesteaks, will take over a 1,500-square-foot space at 4279 Roswell Road, Suite 106, bringing an open kitchen and diner-style design to the Atlanta neighborhood.
Co-owner Greg Abel told WhatNow Atlanta that he and his partners signed the lease for the Chastain Square space last month. Abel opened Hero Boy with Brad Kranz and Mike Giovine in Roswell in 2023, though a separate account from ToNeTo Atlanta places the chain's first and, at the time, only location at 1055 Mansell Road in Alpharetta, opened in September 2023. The two outlets differ on exactly where the brand got its start, but agree the restaurant has been serving the area since that year.
What's Coming to the New Space
The Chastain Square build-out is designed around visibility and nostalgia. The open concept will let customers watch sandwiches being built, according to the same report, while subway tiles and a diner-esque atmosphere round out the look. Abel said the restaurant aims for a bright look with a restrained nostalgic touch, per the outlet's account.
Abel also said customers from the area have been asking Hero Boy to open nearby, a detail that lines up with the demographics around the shopping center. Regency Centers, which manages the property, reports an average household income of $237,930 and a population of 105,298 within a three-mile trade area around Chastain Square.
A Familiar Face Already Nearby
Hero Boy won't be an entirely new name in the immediate area. Wing Factory, owned by Hero Boy co-owner Mike Giovine, already has a location near the forthcoming Chastain Square spot, the WhatNow report notes — giving the ownership group an existing footprint in the neighborhood before the sandwich shop even opens its doors.
Abel described the company's approach as deliberate rather than rapid. The owners say they're focusing on methodical, slow growth that takes a community-first approach, with Abel adding that the company seeks to participate in the neighborhoods where it operates rather than simply plant a flag and move on.
From One Shop to a Metro-Wide Presence
When Hero Boy first opened its doors in 2023, the menu promised around 20 fresh takes on classic Italian heroes, according to an earlier WhatNow Atlanta report. That original lineup has since grown into a brand with enough demand to justify a second storefront, and Abel has indicated the company plans to expand its presence across the Atlanta metro area over the next three to five years. For now, the Chastain Square build-out stands as the next concrete step in that slow-and-steady strategy, with an opening targeted for early 2027.
