Villa Enterprises, a global multi-brand restaurant operator and franchisor, renamed the 30-year-old quick-serve restaurant South Philly Steaks & Fries to South Philly Cheesesteaks & Fries, while also debuting a new prototype design.
The new South Philly Cheesesteak & Fries will open August 13 in the new SIMON Gloucester Premium Outlets in Morristown, N.J.
Developed by Ideation Design Group of Arizona, the new prototype highlights characteristics of industrial South Philadelphia, with metal corrugated siding, concrete counter tiles, exposed brick and graffiti-style graphics picturing the Philadelphia skyline and the Liberty Bell.
All new South Philly restaurants will also feature digital menu boards that include live action video of the famous cheesesteaks and fresh-cut fries being made. In a revision to the service-style, guests will be able to build their own cheesesteak or hand cut fries with a selection of toppings including classic Cheez Wiz, bacon, ranch dressing and more.
"Our goal is to bring the essence of authentic South Philadelphia to customers across the country. As existing stores come up for remodel we will retrofit to match the new prototype," said, Leslie Chinea, Brand Manager, South Philly Cheesesteaks & Fries.
Later next month, a second South Philly prototype restaurant will open in Central Valley, N.Y.