Hero Boy Sandwich Co. is planning its first expansion. The spot will open in Chastain Square, taking over a 1,500-square-foot space at 4279 Roswell Road, Suite 106, co-owner Greg Abel told What Now Atlanta. It is expected to open in early 2027.
Abel opened Hero Boy with Brad Kranz and Mike Giovine in Roswell in 2023, bringing classic Italian subs and cheesesteaks to the Atlanta area. Giovine also owns the Wing Factory, which has a location near the forthcoming Hero Boy location in Chastain Square.
“He’s had the Wing Factory for 30-plus years there, so as you would imagine, the roots kind of run deep,” Abel said. “We know just about everybody around, and those folks that we have convinced into rolling up to Alpharetta to give Hero Boy a try have all come back with the exact same comment, which is that you guys need to open something down here ASAP.”
Abel said they signed the lease for the Chastain Square space last month. The space will feature elements of the existing location, bringing in subway tiles and a diner-esque atmosphere. The open concept will allow customers to watch the sandwiches being built.
“We like to be light, bright, and a little bit of a nod to nostalgia without overdoing it,” Abel said.
Over the next three to five years, they are looking to expand their presence in the Atlanta Metro area, focusing on methodical, slow growth that takes a community-first approach.
“We are very much people who like to be a part of the neighborhoods that we’re in, rather than being a tenant that is an outsider looking in,” Abel said. “Without that, you’re really blind, and that’s a big risk for the company, and even more so, it’s a tough sell for that community to be a complete outsider walking in.”
