PrimoHoagies Taps Madalyn Weintraub to Lead Brand Evolution

Weintraub arrives at the Philadelphia-based sandwich franchise with over 20 years of experience, most notably recognized for her role in scaling Rita's Italian Ice into a national presence. At PrimoHoagies, she joins a newly bolstered executive team that includes Senior Vice President of Development Angela Coppler and Chief Financial Officer Alex Chu. Together, this leadership group is focused on balancing aggressive growth with the preservation of the brand's core product standards, such as fresh-sliced meats and signature seeded rolls.

The "We're Built Different" campaign serves as the cornerstone of Weintraub's strategy, shifting the narrative away from discount-driven competition toward the craftsmanship of the product. By centering the brand story on CEO Nicholas Papanier Jr. and the company's 1992 origins, the campaign seeks to formalize the authenticity that has historically fueled customer loyalty. The effort prioritizes three pillars: communicating brand heritage, leveraging product quality as a competitive differentiator, and providing local franchisees with the resources to drive community engagement.

With more than 120 locations currently in operation and 40 units in development, the company is positioning itself for a disciplined push into new markets. For the executive team, the objective is to ensure that as the footprint expands, the brand identity remains consistent with the standards established under Papanier's family stewardship.