Founder Sam Ballas Reflects on Key Lessons in Operations and Growth Strategy from Subway’s Fred DeLuca
A chance encounter with Subway founder helped steer Sam Ballas, co-founder and president of East Coast Wings + Grill, onto a successful path for the expansion of his wing concept. But at the time, Ballas didn’t realize that his conversation with Subway’s Fred DeLuca would lead to a consequential mentorship.
“I met Fred in the hallway at a convention. I had no idea who he was when we first started talking,” Ballas says. “I was simply making conversation. As we continued talking, it became clear that he was willing to offer advice and support as I was building our brand.”
One of DeLuca’s most significant lessons was about operational excellence, Ballas says, specifically on “establishing a ‘break-even’ calculator and putting together field inspection forms to maintain high standards across all locations. I’ve seen firsthand how strong unit-level economics are a direct result of this operational integrity.”
Smart Growth Strategy
DeLuca also preached the importance of smart growth, Ballas says. “Fred was a significant influence in my decision to grow East Coast Wings + Grill into a lifestyle brand rather than chasing rapid expansion,” he says. “Early in the brand’s development, Fred encouraged me to take a more thoughtful approach to growth, focusing on long-term success rather than short-term gains.”
DeLuca advised Ballas to concentrate on expanding to 20 stores and then to assess how that growth had affected the brand and himself personally. “That conversation marked a turning point for my leadership, shaping a more deliberate and responsible franchising strategy for East Coast Wings + Grill,” Ballas says.
East Coast Wings + Grill began in 1995 in Winston-Salem, N.C., initially as a small sports bar. The company has since grown and has expanded its menu offerings, developing a reputation “for our diverse flavor options and elevated food quality,” Ballas says. “Our brand culture centers around family, community, and quality, where guests can enjoy a great meal in a relaxed, welcoming environment.”
Expanding the company means finding the balance between growth and protecting the brand’s culture, Ballas says. “When entering new markets, we focus on localizing the experience, understanding the specific needs of the community, and ensuring our operations can meet those expectations without diluting our core values,” he says. “Fred DeLuca’s guidance emphasized the importance of sustainable, calculated growth. His insights reminded us to be methodical in site selection, scaling operations in a way that supports franchisees rather than overextending resources. We prioritize regional demand, market readiness, and the ability to uphold our brand standards while maintaining a strong unit-level economy.”
Preserving the company’s standards requires recruiting franchisees who are passionate about the brand and believe in hands-on management, Ballas says. “Our ideal franchisees are those who value community, are committed to guest experience, and possess an entrepreneurial spirit,” he says.
In return, the company supports new franchisees with real estate assistance, robust training, and marketing services.
“East Coast Wings + Grill stands out because of our strong franchisee support system, our attention to unit-level economics, and our adaptable business model,” he says, which includes having a wide-ranging menu with customizable choices.
Restaurant Industry Trends
Although the popularity of chicken wings peaks each year with the Super Bowl, with 1.45 billion wings eaten during this year’s game alone according to estimates from the National Chicken Council, wings are popular year-round. East Coast Wings + Grill serves more than 55 flavors of wings with seven different levels of spiciness to choose from. But the menu is much broader than chicken. “We’re not just a wing joint,” Ballas says. “We offer a full dining experience with diverse menu options that appeal to a broad demographic.”
The restaurant industry is evolving, he says, particularly in terms of guest expectations and the integration of technology. East Coast Wings + Grill is adapting by enhancing its digital platforms to meet the demand for convenience without compromising the core dine-in experience, he says.
Long term, the company’s goal is to focus on expanding responsibly to make sure that franchisee growth is sustainable. “We aim to grow our presence in targeted markets while maintaining strong unit-level economics. Fred DeLuca’s legacy of responsible, sustainable growth will continue to influence our strategy—ensuring we always grow in ways that support our franchisees’ success, stay true to our values, and maintain the quality that has made East Coast Wings + Grill what it is today.”
“I still remember the last time Fred and I crossed paths,” Ballas says. “He turned to his sister and said, ‘This kid hasn’t grown big, but he’s grown smart.’ That comment resonated deeply with me, and I credit much of my measured approach to Fred’s guidance. My decision to prioritize smart, responsible, and sustainable growth over rapid expansion is a testament to his wisdom. Fred knew the importance of learning from both success and failure, and for that, I’ll always be grateful.”
For more information, visit https://eastcoastwingsfranchise.com/.
