Primanti Bros. expands to Baltimore with new restaurant under Authentic Restaurant Brands
Authentic Restaurant Brands (ARB) has announced the opening of a new Primanti Bros. restaurant in Linthicum Heights, Maryland, marking the brand’s first foray into the Baltimore area and its 43rd location overall.
Primanti Bros., a 91-year-old brand known for its iconic sandwiches, has chosen Linthicum Heights as the site for its latest venture. This move is part of ARB’s strategic expansion plan using a concentric circle model, which aims to leverage local market scale and brand awareness to support growth into neighboring markets. The Baltimore area restaurant is the seventh new location opened since ARB acquired the brand.
The new Primanti Bros. location experienced unprecedented success during its first week, recording the highest opening sales in the brand’s history. The launch event attracted over 400 guests, with 250 fans camping overnight to be among the first to enjoy the restaurant’s offerings, including a year’s supply of Primanti’s legendary sandwiches.
Adam Golomb, CEO of Primanti Bros., expressed his enthusiasm about the expansion, “Locals have been asking us to bring Primanti Bros. to Baltimore for years. I credit our deliberate approach to localized growth for allowing our reputation to precede us and creating a local fan base before we even opened our doors.”
The new restaurant aims to become a part of Baltimore’s rich tapestry by celebrating local culture, sports teams, and history. This commitment is visually represented by a mural featuring local personalities, enhancing the dining experience at Primanti Bros.
Felipe Athayde, CEO of Authentic Restaurant Brands, commented on the successful opening, “We are thrilled to have received such a warm welcome from the Baltimore community for our Primanti Bros. opening. It speaks to the timeless appeal of the Primanti brand and how consumers are increasingly seeking a differentiated and authentic brand offering.”
Since its inception in 1933 in Western Pennsylvania, Primanti Bros. has been celebrated for its “Almost Famous Sandwiches,” characterized by grilled meat, provolone cheese, secret recipe sweet-and-sour slaw, fresh-cut fries, and tomato slices served on Italian bread. The brand’s strong sense of identity and community involvement has helped it maintain a loyal customer base throughout its expansion.
The expansion of Primanti Bros. into Baltimore underlines a strategic approach to growth that respects and incorporates local community values and preferences. This model not only enhances brand visibility but also ensures integration and acceptance in new markets. The success of the Linthicum Heights location could serve as a blueprint for future expansions, potentially influencing how regional brands approach growth strategies in competitive markets.