Try, Try Again Is Melt Shop Founder’s Motto
“It takes a lot of iteration” to make the perfect sandwich, says Spencer Rubin, Melt Shop’s founder.
How hard could it be to create the perfect grilled cheese sandwich? Spencer Rubin, founder of the Melt Shop whom I recently met in his New York City flagship store, says it’s far more difficult than you might think.
“We’ve figured out how to create the crispy exterior and pillowy interior,” he said, but it’s taken some eight years of menu development to get the Melt Shop ready to franchise and all its sandwiches ready for prime time. Aurify, Melt Shop’s parent company, plans six to 18 stores by the end of 2018.
In one experiment, Rubin purchased steel presses to cook the sandwiches, but it took 12 minutes, far too long for a fast-casual restaurant that was packed on a recent summer day, and the recovery times were off. “I was a kid at the time. I was like 26, and I was throwing away $30,000 in equipment. It was a good lesson,” he said.
Rubin, now the ripe old age of 32, has a great story, which I’ll tell in full in a future edition of Franchise Times, after another visit this fall to meet all the folks at Aurify. Meanwhile, he recommends the power of trying, then perfecting, then perfecting again until you have just the right flavor profile and cooking method. “It takes a lot of iteration,” Rubin said.