Sub Culture – not just another sandwich shop
Posted by Maroon Weekly on Wednesday, September 15, 2010 · 2 Comments
By Nichelle Jaeger
Photo by Gabe Chmielewski
Daniel Jackson ‘07, like many Aggies, was offered a great job after graduation. The job offered a decent salary with reasonable benefits and Jackson could not wait to jump into the working world. After he walked across the stage, Jackson packed his bags and moved to the big city of Austin, TX, where he quickly learned that a good job does not always equal happiness. In the midst of the recession, Jackson quit his job in Austin to move back to College Station and start a local fast-food sandwich shop, Sub Culture.
“When I was a student, I always talked about owning my own restaurant,” said Jackson.
Jan. 2009, the San Antonio native set out to do just that, own his very own restaurant. With a business plan inspired by Freebirds World Burrito, Jackson wanted to create a unique sandwich shop that would add to students’ aggie experience. He found an ideal location at 1411 Wellborn Road and his small business venture was underway.
In three short months, Jackson built this business from the ground up. First came the menu, which Jackson made himself. It allows people to choose their own bread, meat, toppings and condiments. Unlike other sandwich shops, Sub Culture does not have specific names for sandwiches; they simply make the sandwich exactly how you want it. The next step was equipment. The location on Wellborn Road was previously a restaurant, so Jackson made a smart business decision and purchased most of that equipment, saving him time and moving costs.
When it was time to choose a name for the restaurant, Jackson sat down with a friend and started brainstorming. The two talked about how Jackson’s long-term vision for his sandwich shop. Including how he wanted it to contribute to the community and how he could best serve future customers. The conversation led to culture and how people should have their own culture for what they eat; they should have their own sub culture. Now College Station has their very own Sub Culture.
Jackson said, “There is always going to be lots of hungry Aggies.”
With a fair-priced menu sure to please everyone, reliable equipment, and a catchy name there was only one thing left to do, hire employees. Jackson looked no further than local students to help him out. Jackson said that work force availability and the opportunity to contribute to the local economy made this undertaking that much more appealing.
In the last 18 months Jackson said he has learned a lot about owning a business and that customer service is truly the secret ingredient. Jackson said he and the staff make an extra effort to remember their customers and to initiate conversation because that is what builds a community.
Along with learning business protocol in the city of College Station, Jackson said that sometimes a person learns best by observation.
“I moved the cookie tray to a different counter and sales went up 110%,” Jackson said.
So what can you expect when you visit Sub Culture? Variety! No matter what you choose to build your sandwich with, customers can have their sandwich cold, hot, or even as a panini. There are several types of chips, cookies, smoothies and drinks that are sure to satisfy anyone. The prices are also satisfying. It is important to Jackson to keep his prices reasonable because he has a relationship with his customers and wants them to feel like they are getting a good deal.
“We offer something different that you create yourself,” he said.
When you head in to build your own sandwich, you will notice the inside of Sub Culture has a unique design. The walls are decorated with t-shirts signed by people from local organizations. Jackson said that organizations or teams that eat there often give him signed t-shirts, so he started hanging them up. The colorful t-shirts along with two chalkboards make a friendly dining atmosphere.
With a smile on his face, Jackson explained that he works more hours, makes less money and has virtually no vacation time, but that it did not matter because this is fulfilling his dream and now he is happy.
Although there is just one Sub Culture right now, Jackson hopes that in the next ten years he can expand within the Bryan/College Station area to two or three different locations. Sub Culture is open seven days a week from 11:00 a.m. to 10:00 p.m. and they also cater. To learn more about Sub Culture, join them on Facebook or visit their website at www.subculturesubs.com.
