From press release

Charley’s Grilled Subs, a global leader in hot and made fresh Philly Steaks, has launched a one-of-a-kind restaurant concept in Rockford. With headquarters in Columbus, Ohio, and locations in 41 states and 13 countries worldwide, Charley’s latest addition will be the second restaurant for the brand in Rockford.

Rockford’s original Charley’s franchise has been operating inside the CherryVale Mall since 1994. The new Charley’s “Philly Steaks” will be at 7038 Walton Road—2 miles from the existing location. Unlike the CherryVale store, the Walton Road restaurant is in a strip center building. Both franchises are owned and operated by the Souvannasane family.

The new Charley’s Philly Steaks features a simple menu, new logo, and cool décor package. The added twist: all sandwiches are now prepared with more meat and more cheese. The original Philly Cheesesteak sandwich features White American Cheese.

According to Des Souvannasane, the general manager of both the CherryVale and Walton Road stores, the new restaurant features the (same) freshest ingredients and made to order sandwiches.

“I believe in the product,” Souvannasane said. “Everything is of premium quality, 100 percent USDA Choice Steak, gourmet fries, and all-natural lemonade…the sandwiches grilled right in front, so you know there’s nothing to hide. It’s an outstanding product, and we’re proud to serve it to our customers.”

For now, the Rockford location will be the only location featuring the new look and feel.

James Pa, vice president of Brand Management for Charley’s, said the revamped concept was “a testament to Charley’s outstanding franchisees and their commitment to grill the hottest Philly Steaks. Not only are we very proud of this exciting opportunity, but we are deeply honored to open our first Charley’s Philly Steaks in Rockford with the Souvannasane’s.”

Souvannasane’s original location inside Rockford’s CherryVale Mall consistently ranks in the top 20 of Charley’s 387 locations worldwide. “We are confident we’ve teamed with the right owner/operators to continue our journey: to strengthening our neighbors with the joy of serving premium food with premium service,” Pa said. “We feel it’s a win for everyone involved, especially our guests.”

Souvannasane cited loyalty as the reason his franchise accepted the challenge of opening the first rebranded store in Rockford.

Primarily, they wanted to give back to their customers and the Rockford community.

Souvannasane said: “We have customers who come in every single day. We’re on a first-name basis with them, we remember their orders. We just wanted to acknowledge that loyalty and reward them for it, so it was the right decision to accept the offer to launch the new brand concept.”

Rockford residents who want to be among the first to experience the new Charley’s brand and its menu will find Souvannasane behind the counter, talking with his regulars about his newest establishment.