A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from December 20, 2007
“Funny Name, Serious Sandwich” & “Just one sandwich…it’s that good!” (Schlotzsky’s slogans)

Schlotzsky’s deli began with in south Austin in 1971 with just one sandwich—“The Original,” a version of the famous New Orleans muffuletta sandwich featuring three meats. Schlotzsky’s first slogan was: “Just one sandwich...it’s that good!” Franchising soon followed; Schlotzsky’s was sold, went into bankruptcy in 2004, and reorganized.

The name “Schlotzsky’s” is said to have no special significance and is not the name of an original owner. A 1995 slogan that is still current is: “Funny Name, Serious Sandwich.”

Schlotzsky’s maintains a presence in the Austin community and has featured Austinites in its advertising and has sponsored various local events.


Wikipedia: Schlotzsky’s
Schlotzsky’s is a privately held franchise chain of restaurants specializing in sandwiches. As of November 20, 2006, Schlotzsky’s has nearly 380 franchised and company-owned locations in 36 states in the United States and in six other countries around the world, generating $210 million in systemwide revenue. Most of the locations are across the south and southwestern United States. 

History
Don and Delores Dissman founded the company in 1971 in Austin, Texas. The initial menu consisted of a sandwich of mixed meats, cheeses and black olives toasted on a freshly made sourdough bun. The sandwich was called “The Original.” The bun was claimed to be Muffuletta bread.

About Schlotzsky’s Deli and Schlotzsky’s, Inc.
In 1971, a small shop on South Congress Avenue in Austin, Texas was home to a single, one-of-a-kind sandwich. The menu was succinct: one delectable sandwich composed of a unique combination of premium meats, cheeses, and marinated black olives served on hot Schlotzsky’s sourdough bread. From humble origins, The Original® created a passionate customer following.

Now more than 30 years later, Schlotzsky’s is an international franchise restaurant chain with locations in 35 states and six foreign countries.

In those 30 years, customers’ tastes have evolved, and so has the menu. The Original® sandwich is still the mainstay of Schlotzsky’s, but today you can also enjoy fresh baked bread, delicious hot sandwiches and panini, specialty pizzas, toasted wraps, freshly tossed salads, gourmet soups, and more!

Yet even with an expanded offering, and hundreds of franchises, our tastes remain true to our roots. Schlotzsky’s is still using the highest quality ingredients to make the world’s best sandwich. Stop by for a cup o’ joe, The Original®, or a low carb wrap—you may be surprised by what you find.

Schlotzsky’s - catering menu
The Original® - Lean smoked ham, Genoa and cotto salamis, and melted cheddar, mozzarella, and Parmesan cheeses layered with black olives, red onion, lettuce, tomato, mustard and our signature dressing on toasted Sourdough bread. 

Austin Chronicle (October 6, 2004)
Original History
by Amy Smith

In the beginning, there was this sandwich as big as your head. It came with three meats, cheeses, lettuce, tomato, olives and herb dressing on a delicious and perfectly textured sourdough bun. You could down one of those and sleep like a baby the rest of the afternoon. The $2.95 Original was the first and only child of Schlotzsky’s founders Don and Delores Dissman, who modeled the sandwich on the muffulettas they discovered in an Italian grocery store in the French Quarter of New Orleans. The couple introduced their own version of the muffuletta to Austin in 1971, setting up shop in a modest little space at 1301 South Congress. They came up with the name Schlotzsky’s for no other reason than it seemed to fit.

Schlotzsky’s became a big hit in South Austin, so the Dissmans decided to open a second store in Dobie Mall, targeting the hungry student population. In 1977, emboldened by the success of the two stores, the couple plunged into the strange new world of franchising, and before long the sandwich maker’s offspring began popping up in towns well beyond Austin’s borders.
(...)
The brothers took the company public in 1995 and it saw rapid growth throughout the Nineties, exceeding $400 million in sales. Along the way, the deli chain extended an exceedingly generous hand to local charities and nonprofit organizations, and generally established itself as an Austin-centric institution while continuing to expand its global reach. From its one-sandwich beginning, Schlotzsky’s has grown to nearly 20 menu offerings and expanded many of its hole-in-the-wall stores to spiffy “fast-casual” restaurants. But in Schlotzsky’s current bankrupt state, many old-timers find themselves longing for a return to the days of “One Sandwich. It’s That Good.”

Austin Chronicle (October 8, 2004)
The Life of a Sandwich
1971: Don and Delores Dissman open first Schlotzsky’s sandwich shop, 1301 S. Congress. The $2.95 Original – an 8-inch muffuletta stuffed with three meats, cheeses, lettuce, tomato, olives, and dressing on a sourdough bun – is an instant hit.

1981: John and Jeff Wooley and Gary Bradley pay less than $3 million for Schlotzsky’s, then with 100 franchise stores and $18 million in sales. (...)

(Trademark)
Word Mark SCHLOTZSKY’S
Goods and Services IC 042. US 100. G & S: Restaurant Services Specializing in the Sale of Sandwiches. FIRST USE: 19710811. FIRST USE IN COMMERCE: 19770516
Mark Drawing Code (1) TYPED DRAWING
Serial Number 73184241
Filing Date September 1, 1978
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition January 13, 1981
Registration Number 1150687
Registration Date April 7, 1981
Owner (REGISTRANT) Schlotzsky’s, Inc. CORPORATION TEXAS 5555 N. Lamar Austin TEXAS 78751
(LAST LISTED OWNER) SCHLOTZSKY’S FRANCHISE LLC LTD LIAB CO GEORGIA 200 GLENRIDGE POINT PARKWAY, SUITE 200 C/O FOCUS BRANDS INC. ATLANTA GEORGIA 30342
Assignment Recorded ASSIGNMENT RECORDED
Prior Registrations 1072416
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20010215.
Renewal 1ST RENEWAL 20010215
Live/Dead Indicator LIVE

(Trademark)
Word Mark JUST ONE SANDWICH...IT’S THAT GOOD!
Goods and Services (CANCELLED) IC 042. US 100. G & S: Restaurant Services Specializing in the Sale of Sandwiches. FIRST USE: 19790500. FIRST USE IN COMMERCE: 19790500
Mark Drawing Code (1) TYPED DRAWING
Serial Number 73229083
Filing Date August 27, 1979
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition March 10, 1981
Registration Number 1156796
Registration Date June 2, 1981
Owner (REGISTRANT) Schlotzsky’s, Inc. CORPORATION TEXAS 5555 N. Lamar Austin TEXAS 78751
Attorney of Record Michael T. McLemore
Disclaimer Applicant disclaims the word “Sandwich” apart from the mark as shown.
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Cancellation Date December 16, 1987

(Trademark)
Word Mark FUNNY NAME. SERIOUS SANDWICH.
Goods and Services IC 042. US 100 101. G & S: restaurant services. FIRST USE: 19950600. FIRST USE IN COMMERCE: 19950600
Mark Drawing Code (1) TYPED DRAWING
Serial Number 74662750
Filing Date April 18, 1995
Current Filing Basis 1A
Original Filing Basis 1B
Published for Opposition December 19, 1995
Registration Number 2041225
Registration Date February 25, 1997
Owner (REGISTRANT) Schlotzsky’s, Inc. CORPORATION TEXAS 203 Colorado Street Austin TEXAS 78701
(LAST LISTED OWNER) SCHLOTZSKY’S FRANCHISE LLC LTD LIAB CO GEORGIA 200 GLENRIDGE POINT PARKWAY, SUITE 200 C/O FOCUS BRANDS INC. ATLANTA GEORGIA 30342
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record William D. Raman
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20070505.
Renewal 1ST RENEWAL 20070505
Live/Dead Indicator LIVE

(Trademark)
Word Mark THE ORIGINAL
Goods and Services IC 030. US 046. G & S: Sandwiches. FIRST USE: 19830600. FIRST USE IN COMMERCE: 19830600
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 76657971
Filing Date April 6, 2006
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition November 21, 2006
Registration Number 3204908
Registration Date February 6, 2007
Owner (REGISTRANT) SCHLOTZSKY’S, LTD. Schlotzsky’s Holdings, Inc., a Texas corporation LIMITED PARTNERSHIP TEXAS 301 Congress Avenue, Suite 1100 Austin TEXAS 78701
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record William D. Raman
Type of Mark TRADEMARK
Register PRINCIPAL-2(F)
Live/Dead Indicator LIVE

(Trademark)
Word Mark FRESH-FROM-SCRATCH
Goods and Services IC 030. US 046. G & S: Breads, sandwich rolls, sandwich buns, pizza crusts, sandwiches, pizza. FIRST USE: 20050705. FIRST USE IN COMMERCE: 20050705
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 78665099
Filing Date July 6, 2005
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition July 18, 2006
Registration Number 3153384
Registration Date October 10, 2006
Owner (REGISTRANT) Schlotzsky’s, Ltd. Schlotzsky’s Holdings, Inc., a Texas corporation LIMITED PARTNERSHIP TEXAS 301 Congress Avenue, Suite 1100 Austin TEXAS 78701
(LAST LISTED OWNER) SCHLOTZSKY’S FRANCHISE LLC LTD LIAB CO GEORGIA 200 GLENRIDGE POINT PARKWAY, SUITE 200 C/O FOCUS BRANDS INC. ATLANTA GEORGIA 30342
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record Francis J. Duffin
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator LIVE

Posted by Barry Popik
Texas (Lone Star State Dictionary) • (2) Comments • Thursday, December 20, 2007 • Permalink


Schlotzsky’s food is really delicious.

Posted by green laser pointer  on  09/28  at  06:33 AM

This is really great article......

Posted by slogan  on  04/11  at  02:53 AM

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