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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.

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Tom KaiserTom Kaiser is senior editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
Beth EwenBeth Ewen is editor-in-chief of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
Laura MichaelsLaura Michaels is managing editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at




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