THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Friday, November 4, 1994 TAG: 9411020167
SECTION: CHESAPEAKE CLIPPER PAGE: 10 EDITION: FINAL
SOURCE: BY SCOTT McCASKEY, CORRESPONDENT
LENGTH: Medium: 75 lines
JIM TABB MADE his first submarine sandwich in 1972 at Zero's sub shop across from the Old Dominion University campus in Norfolk. Today, he and his wife, Annette, own two successful Zero's franchises in Chesapeake. Their recipe for success is a proven product and an eye for location.
``Zero's introduced the hot, oven-baked sub to the area,'' Jim noted. ``When the owners decided to start franchising, I opted for a site in Churchland. I saw the growth potential Chesapeake offered.''
The couple purchased the store in 1991. Both Norfolk natives - Jim and Annette actually met in the Zero's near ODU - they soon moved to Chesapeake to be closer to work. Though the site had been a successful operation since 1980, they increased volume by 25 percent in their starting year. The store has prospered ever since.
``I felt things were going to grow with the coming of Interstate 664 and Tidewater Community College development,'' Jim Tabb explained. ``I think Chesapeake is the boom area of Hampton Roads for the future.''
The Tabbs opened their second location in May of 1994, across from Chesapeake Square shopping center. Volume has steadily increased. ``It's doing well for a new store, growing every month,'' said Tabb. ``We see new faces each day.''
Though the locations are only 15 minutes apart, they don't draw from the same customer base, as the Tabbs had initially feared they might. The Churchland location attracts a lot of the nearby medical community. It also brings in many area families. With 2,000 square feet and an upstairs loft, the owners hold chess club meetings, soccer parties and various youth sports banquets.
``We're involved with the community. The Churchland store is almost a kind of landmark,'' Tabb said.
The Chesapeake Square site is 1,100 square feet. It draws much of its clientele from Portsmouth, also including many families. There are no Zero's in that city.
Though the locations have proved to be prime, it's the subs that are the main attraction. The grinder is the marquee sandwich. With Genoa salami, other assorted meats, provolone cheese, lettuce and tomato, onions, oil and vinegar, Zero's special dressing and served preferably hot, it is a full meal at $4.20. The menu offers more than a dozen varieties of subs, pizza and select sandwiches.
The first Zero's was opened in Virginia Beach in 1967. Since then, owners Gene and John Schmidt and Marty Palacious have expanded to more than two dozen sites from Nags Head to Richmond. All of the stores' menus are virtually the same, using many of the original homemade recipes created by the Schmidts' mother. The Churchland site was among the first franchises.
``I was looking for something new when they offered me the store,'' said Jim, 41. ``I knew I couldn't go higher in a family business.''
Jim had been a district manager for eight years when he took over the site. Six months after buying the store, the Tabbs had purchased a house near Chesapeake Square and started a family of their own. They have two young children, Sarah and Jimmy.
Their schedule is hectic. Jim takes the lead in business operations. Annette works lunches and does more of the child rearing. She is also pursuing a master's degree in special education at ODU and hopes to return to residential counseling.
``My priority is my family, and I'll do whatever I can to support Jim,'' explained Annette Tabb, 38. ``The business is his forte. I would like to eventually get back into counseling, but in the meantime I wouldn't have it any other way.''
``We're scrambling right now, but it's been a very successful venture,'' Jim Tabb said. ILLUSTRATION: Photo by SCOTT McCASKEY
Jim and Annette Tabb own two Zero's, one in Churchland and one
across from Chesapeake Square mall.
by CNB