Son of Submarina Founder Opens Newest Murrieta Location

When Jeff Warfield retired his suit and tie in 2009 after working as CEO and president of Submarina—a company co-founded by his father, Les Warfield in 1976—he didn't go far.

Warfield, 45, returned to the front lines in true "Undercover Boss" style, becoming an area developer for Submarina California Subs. He oversees 18 stores in Southern California and has franchisee ownership in three of them—the newest being a Submarina that is scheduled to open Thursday at Antelope Square in Murrieta.

"There is a family legacy involved in this," said Warfield. "There is a certain amount of history; this company has been around for 35 years."

His father, Les, and partner, Ron Vickers, both postal workers at the time, opened the first California-inspired Submarina shop in Poway in 1976, when Warfield was 12.

Warfield graduated from Poway High School and left for a 10-year Military stint. Then in 1999, his father asked him to join the company. He worked his way up to CEO/president and in the process took the San Marcos-based company from 12 stores to 80. There are now locations in Guam, Texas, Oklahoma and New York, he said.

In between, however, were some tough years for the food service industry, he said.

"From 2008 to 2010, those were rough years," Warfield said.

During that time, he said he helped a failing Lancaster franchisee come back from the brink.

"I put up capital and brought him back," he said, noting he also has ownership of a Santa Clarita location.

Warfield, who has lived in nearby Menifee with his wife and children since 2006, said he has had his eye on the center at Antelope and Scott roads in Murrieta for at least four years.

Work on the shopping center stalled in 2008, New businesses opening up include a nail salon, a sushi restaurant, a barbershop and a pizza place.

Warfield said he was able to re-up his commitment at a lower price and for a better location. Submarina is at the far south corner of the center, where a Starbucks was originally slated to go in.

He stressed the location is family-run. It will be managed by his wife, along with business partners Julio and Mauricio Gomez, who are brothers. Warfield's children will also work in the store.

As for stepping away from running the company on a corporate level, Warfield said he has not regretted it.

"I am still very active in the company and I don't have to wear a suit and tie," he said. "I have been looking under the hood, and seeing what was economically-driven and what was operator error. We are taking it into a new generation."

Some of the new concepts include bread baked fresh onsite, whereas it is typically delivered fresh each day, he said. There will also be a grill at the Murrieta location. And guests can watch two TVs while taking in their meal.

"It is going to be an area gathering place," he said.