Press 101Press 101

Alan Snel

HEADQUARTERS: Orlando, Fla.
MARKET SEGMENT: fast fine
MENU: eclectic
NO. OF UNITS: 2
SYSTEMWIDE SALES: $3.2 million annually
AVERAGE CHECK: $12 for lunch, $35 for dinner
LEADERSHIP: Bill and Orly Whitaker, founders
YEAR FOUNDED: 2005
METHOD OF GROWTH: franchising
TARGET MARKETS: Florida markets of Tampa, Orlando, Sarasota, St. Petersburg
WEBSITE: www.press101.com

A year after selling his then-28-unit salad and sandwich chain, Crispers, to Publix Super Markets Inc., Bill Whitaker turned his attention to a new concept born among the sidewalk cafes of France.


Press 101, a fast-fine concept specializing in sandwiches and wines, was inspired by the tasty wines, good food and relaxing ambience he and his wife Orly Whitaker enjoyed in the City of Light. The first Press 101 opened in Orlando, Fla., in 2005. A second unit opened in Lakeland, Fla., in June, and the Whitakers have plans to franchise.


“Bill loved the outdoor seating and the gathering over wine,” said Orly, who is originally from Tel Aviv, Israel, and has previously owned both nightclubs and restaurants. “I did the design, and before you know it, Press 101 was born.”


Press 101 was named for the machine that makes its trademark sandwiches, which include turkey and Brie for $9.25, blackened mahi mahi for $10.50 and French dip for $10.75. Salad plates range from Thai steak for $12, chicken and fruit for $11, asparagus for $10, and crab niçoise for $13.50. And flatbreads include ratatouille and cheese for $10, barbecue for $11, and fig and prosciutto for $12.


From 11 a.m. to 3 p.m. Monday through Friday, Press 101 offers a quick-service model with a $12 check average. After 3 p.m., the concept becomes a full-service restaurant, where customers choose from 85 wines and craft-beer brands to accompany the sandwiches, salads and flatbreads in an atmosphere that conjures up a European sidewalk cafe.


The wine list is presented in an unpretentious style, offering a simple description of each wine. For example, one brand of Pinot Noir is described as having “red cherry flavors.” The price per glass ranges from $7 to $13, while that of a bottle ranges from $20 to $50. The full-service dinner average check is $35.


A “Euro Brunch” is served both Saturday and Sunday from 11 a.m. to 3 p.m., while live music is played 7 p.m. to 10 p.m. Thursday through Saturday. 


So far, Press 101 is paying off. The new Lakeland unit, a 2,400-square-foot space that was put together from two former stores in a commercial district, is projected to generate $1.6 million in sales this year, and annual sales for the company are projected at $3.2 million, Bill said.


Bill, who grew up in south Ohio, worked as a Chili’s general manager in Florida before debuting his Crispers concept in 1989. He sold the chain in 2004 to Publix, which sold the now-36-unit chain in May to Miami-based Health Food Concepts LLC, an affiliate of Boyne Capital Partners. Terms of that deal were not disclosed. 


The Whitakers wanted the Press 101 concept to bring the feel of France, where Orly once lived, to the United States. Bill handles the back-of-the-house duties, and Orly, an interior designer, handles the front.


With a second unit open, the Whitakers plan to take their concept via franchising to other Florida settings, such as Sarasota, Tampa and St. Petersburg. They also are looking to open a second site in Orlando. Start-up costs are between $425,000 and $450,000, Bill said.


Nick Vojovic, former president of Beef ‘O’ Brady’s parent company, ex-director of the Florida Restaurant and Lodging Association and current partner in the Little Greek Restaurants chain, said he believes the Press 101 concept has tremendous franchising potential.


“I’ve been watching Bill Whitaker since he started Crispers, and he’s a visionary,” he said. “He elevated the quality of the food at Press 101 at reasonable price points in an amazing atmosphere. It has tremendous franchise growth potential.” 


But, he added, “It’s a unique niche segment. It has to be in the right location. It’s middle to upper scale.”

Contact Alan Snel at [email protected].