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FOODFARE


Substantial Growth


Two of the most venerable sub shops on Absecon Island — the WHITE HOUSE in Atlantic City, and DINO’S in Margate, will make many people happy when they open branch locations in 2011.


By SHERRY HOFFMAN B


oth very small restaurants, which have long had their loyal legion of fans, have long resisted all attempts to expand, license or franchise the operations beyond their original and only locations. TheWhite


House, anAtlanticCity institutionsince 1946whose sandwiches have national TV credits, will move uptown from its anchor store at Mississippi and Arctic avenues to open a second store in the Trump Taj Mahal. “We’ve been approached numerous times by other casinos to bring our


product into their venues,” said Mary (Sacco) Conley, an owner of White House Sub Shop and a member of the business’ founding family. “The timing is right and the opportunity to open our second location


at (the Taj) seems a natural fit, pairing two Atlantic City icons together in one location,” she added. Conley expects the casino store to open in late winter or early spring


of next year. Just a few miles Downbeach on Ventnor Avenue in Margate, Leo


Heintzelman, owner of Dino’s Sub Shop, confirmed that he’ll be opening a second store, this one located on The Boardwalk at 10th street in Ocean City. Heintzelman, who was born in Margate and grew up across the


street from Dino’s, called the expansion to the Cape May County resort “the opportunity of a lifetime.” “Ocean City has a very busy business district, and I am going to take


full advantage of it,” he said. “Right on the boardwalk, next to the Atlantic Ocean. I was up there and I was amazed at the amount of people there.” Although we’d like to think Atlantic City introduced the sub to the


world, it was actually invented by Benny Capalbo. He arrived in the states from his native Italy in 1913. By 1920 he had set up a small grocery store in New London, Connecticut and began selling the sandwich he had been sharing with friends back home. In 1926 he started selling his sandwich to workers at a nearby submarine base. The rest is history. But there’s no doubt this submarine-shaped sandwich, stuffed with a


variety of fillings and served hot and cold, was perfected here, and the White House has been leading the way for over 60 years, serving about 5,000 subs a week in the height of summer, the same as Dino’s. Conley pointed to the White House’s commitment to freshness as


perhaps the biggest contributor “Our steaks are cut five days a week, and we never use prepackaged,”


njlifestyleonline.com LIFESTYLE | January 2011 51


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