Miami Subs: A Journey of Cultural Fusion and Rebirth

Welcome to the 20th edition of "The Art of Making It."

Today, we dive into a fascinating story of cultural fusion, resilience, and rebirth revolving around an iconic fast-food chain — Miami Subs.

A couple of months ago, in the heart of Hollywood, Florida, one could find the last original Miami Subs architecture.

This glowing neon beacon was a nostalgic testament to a unique fusion of Floridian and Greek cultures.

The Birth of Miami Subs

In 1980, a spark of inspiration ignited in the heart of Gus Boulis, a young newcomer who had made Key West his new home.

He transformed his existing restaurant, Mr. Submarine, into something that would become an iconic part of Florida's culinary landscape - Miami Subs.

Boulis, with a heart full of love for his adopted home, decided to give his restaurant a makeover. He wanted it to reflect the vibrant spirit of Florida.

So, he brought in a local artist from Key West who used his brushes to bring the restaurant's interiors alive with scenes of tropical beauty and undersea wonders.

It was like stepping into a slice of Florida in the restaurant. But Boulis always remembered where he came from.

Though he was now a Floridian, he had Greek blood running through his veins.

And so, he decided to pay tribute to his Greek roots in the most delicious way he could imagine — by adding gyros to the menu.

This classic Greek dish stood out among the other items, a nod to Boulis' heritage amidst the Floridian ambiance.

The Rollercoaster Journey

In 1998, Miami Subs saw a significant shift in its journey when Nathan's Famous, Inc. paid $4.2 million to acquire a 30% stake in the company.

This transaction involved the sale of 8.1 million shares previously owned by Gus, who later stepped down from his role as Chairman & CEO upon completion of the deal.

The two chains also signed a letter of intent under which Nathan's was set to acquire the entirety of Miami Subs' remaining shares in a transaction estimated at approximately $9.8 million.

At this point, Miami Subs Grill operated approximately 175 locations, marking its presence far and wide.

However, the road ahead could have been smoother.

The chain encountered several hurdles, including instability in management, which proved to be a significant challenge.

In 2007, Nathan's Famous sold it to a private investment group, Miami Subs Capital Partner 1 Inc., for $3.3 million.

Reviving an Icon

Enter Richard Chwatt , a seasoned investment banker hailing from New York, renowned for breathing new life into once-iconic brands.

He was captivated by the allure and nostalgic charm of Miami Subs, a brand that had etched itself into the heart of Floridian culture.

Initially stepping in as a lender, Chwatt soon found himself irresistibly drawn to the challenge of reviving the brand.

He took the reins, ready to spearhead the massive undertaking of a complete brand turnaround.

Under his watchful eye, the chain underwent a transformative rebranding, emerging as the new Miami Subs. Chwatt rallied his franchisees, instilling a newfound sense of purpose and determination.

His message was clear and uncompromising:

Renovate, relocate, or terminate their contracts.

It was a call to action, a mandate that left no room for uncertainty. The contracts were on the line, and the stakes had never been higher.

This was the dawn of a new era for Miami Subs, one that promised a bright future ahead.

Miami Grill's "Worldwide" Expansion

The revitalization efforts didn't go unnoticed.

In 2010, some original Miami Subs locations were renamed The New Miami Subs Grill, while others remained Miami Subs.

Then, in 2012, Miami native Armando Christian Pérez , popularly known as Pitbull, joined the brand as a full partner, bringing his international fame and appeal to the local favorite.

Under Pitbull's influence, the company underwent another transformation in 2014.

Down to about 40 locations, the company announced another name change — dropping the word 'Subs' and adopting the name Miami Grill.

Modern elements like upscale furniture, flat-screen TVs, and healthier fare like multigrain bread, Caesar salads, and tilapia were introduced.

Pitbull's involvement in the design of Miami Grill was instrumental.

His transition from "Mr. 305" to "Mr. Worldwide" mirrored the brand's evolution from Miami Subs to Miami Grill, infusing the local favorite with international appeal.

Under the leadership of Richard Chwatt and with Pitbull's global influence, Miami Grill embarked on a worldwide expansion.

The company has signed deals with area developers to open more than 275 Miami Grill restaurants worldwide, including in Myanmar, Malaysia, and Saudi Arabia.

This marked the beginning of Miami Grill's international journey, promising a new chapter of growth and innovation for the iconic brand.

In the U.S., the first Miami Grill opened in Cutler Bay, Miami-Dade County, with plans for additional locations throughout Broward and Palm Beach counties.

From Setbacks to Success

In retrospect, the story of Miami Subs is a testament to the power of resilience and reinvention.

Despite facing setbacks, the brand reinvented itself, re-emerging stronger and more vibrant than ever.

It's an inspiring example of how businesses can adapt and thrive amidst changing times, underscoring that with the right vision and leadership, it's possible to breathe new life into what seems like a fading brand.

In a nutshell, Miami Subs Grill has transformed into Miami Grill. However, the influence of its past is still visible in its co-branded menu items, offering a unique dining experience that tells a story of its journey.

Similar to White Castle — Sometimes, it lies in the lasting impact of innovation and maintaining a brand's essence amidst an ever-evolving fast-food kingdom.

Happy Sunday,

Evan Morales

About Miami Grill

The vibrant brand that Miami Grill is today all started with a single restaurant in Key West, Florida in 1988: Mr. Submarine. From there, the brand experienced rapid growth as “Miami Subs” during the 90’s, garnering a cult-like following through its distinctive Miami-inspired design and delicious made-to-order meals like Wings, Cheesesteaks, Fresh Angus Burgers, and authentic Greek-style Gyros. But food was just the beginning.

In 2012, Miami Subs partnered with international music sensation Pitbull to truly take the brand ‘worldwide’. Far from just a sub shop, today Miami Grill continues to offer more to everyone, including grilled Mahi Mahi, Wraps and even beer and wine, all in a sleek new concept with a South Beach vibe. In other words, at Miami Grill, everything goes.