How Cheba Hut Became a Hangout Destination By Expanding Its Munchie Menu and Stocking Its Full Bar

Cheba Hut isn’t just a restaurant. It’s a destination with a reputation for good times and good vibes.

After all, sometimes you wanna go where everybody knows that all the drinks have dank names.

With its full bar stocked with local craft beers and a slew of simple but unique cocktails, Cheba Hut has rolled into the fast casual segment and lit it on fire.

“I don’t know of any multi-unit sandwich franchises that are doing it at the level we are,” said Seth Larsen, Cheba Hut’s Chief Relationship Officer. “We’ve been doing the Fast Casual thing since before it was a stupid buzzword. We created our own lane and that’s what sets us apart.”

While most sandwich spots only put emphasis on speed, Cheba Hut is the place people go to take their time and get some food and drinks in them as they gear up for an awesome night out.

“We want to be a destination, and we have always prided ourselves on that,” said Larsen. “You see a lot of concepts adding kiosk ordering and setting up ghost kitchens to fulfill third-party orders. But that’s not in our DNA—we want to provide genuine hospitality and take care of people.”

Cheba Hut’s full bar is a major part of that. With best-selling drinks like the magical Ms. Parker that features Ole Smoky Blackberry Moonshine and fresh lemon juice and the refreshing Dirty Hippie with Deep Eddy Vodka, muddled fresh cucumbers and lemonade, Cheba Hut’s cocktail menu can cure any case of cottonmouth—all without breaking the bank.

“What further sets us apart is our affordability,” said Larsen. “You can come in, grab a 4-inch sandwich, share an appetizer, enjoy a cocktail or local craft beer and be at a price point you don’t typically see these days. The average ticket for our entire system is a little over $13.50—you can even grab a 4-inch sandwich and beer and close out for under $10. I don’t know any other place that can offer that in a Fast Casual setting. ”

The more frequently that customers take a hit of a Hot Box or a Bloody Mary Jane, the more franchisees benefit on the local level, too.

Alcohol helps drive sales for Cheba Hut franchisees for two reasons. For one, the highly localized selection of craft brews and on-brand, unique cocktails keeps folks hanging out for longer. They end up having such a great time they put off going to the next spot so they can snag one more drink and another appetizer or two.

Profits are also driven by the bar because it requires just one employee. “One bartender who’s back there hustling during their shift can execute bar sales single-handedly,” said Larsen. “We’ll always be a sandwich shop with a bar—not the other way around—but on the sandwich side, you need a minimum of four employees at any given time to execute the product the right way. So the bar is a great opportunity for sales.”

Cheba Hut recently expanded its Munchies menu to keep people’s attention—and keep ‘em thirsty. It’s a bite-sized model that the franchise has already perfected with its original 4-inch, 8-inch and 12-inch sandwich options.

“People eat differently now,” said Larsen. “We would love if everyone came in to order a 12-inch sandwich, chips and a drink. But that’s not how people eat today, nor should they—that’s a lot of food!”

Instead, today’s diner wants to sample a variety of flavors in one sitting—which means lots of sharing with the table.

“There are two types of people who decide where the whole group goes,” philosophized Larsen. “One has dietary restrictions, and the other wants to drink. We can handle both those types of groups really well.”

From Pretzel Nugs smothered in garlic butter to house-made jalapeno-cilantro hummus to Loaded Not’chos Doritos drizzled with ranch, Cheba’s shareable Munchies menu really does have a little something for everyone. The brand also recently debuted two new naan-style flatbreads: the OG with chicken, Signature Ranch, Jamaican Red hot sauce, jalapenos and pepper jack; and the Sour Diesel with chicken, BBQ, Signature Ranch, onions and cheddar cheese.

“All our appetizers are great for the beer-drinking munchies,” said Larsen. “That’s good news for us, and customers also definitely dig it.”

In today’s crowded market, Cheba Hut stands out as a seriously unique concept. The affordable bar and Munchies menu are a big part of that—and the lively cannabis theme doesn’t hurt, either.

“We’re creating a price point that allows people to come multiple times per week instead of once a month as with other concepts. And the levels of quality and hospitality you’re getting at that price point are really unmatched,” said Larsen. “To be a true destination, you have to offer something different than anyone else. That’s served us well for the last 21 years, and will continue to in the future."