Famed Boston Roast Beef Restaurant Chain Poised To Expand Into CT

CONNECTICUT — The Boston-based inventor of the "North Shore roast beef sandwich," Kelly’s Roast Beef, is "targeting" Connecticut for growth as it continues its expansion "across New England and beyond."

The announcement was made Thursday.

Officials for the restaurant chain said Kelly's is looking to capitalize on its fame Massachusetts by securing "multi-unit franchisees who will fulfill the mission of sharing the signature roast beef and seafood menu items with communities in Connecticut."

Through market research, Kelly’s Roast Beef estimates the state can support up to 20 new locations, with a goal of 12 units in the next six years, officials said.

Potential locations were not disclosed.

"Connecticut has been a state at the top of our list for expansion for a while now," said Neil Newcomb, the CEO of Kelly’s Roast Beef Franchising. "Connecticut is an integral piece to the Northeast due to its large economy and population. Kelly’s would do fantastic in this market because it has been very receptive to new business concepts, is a 12-month weather climate, and is close to our headquarters, where the brand has undeniable name recognition and the signature products we sell fit the New England market."

The Kelly’s Roast Beef sandwich has become a local legend within Massachusetts.

Officials said the process begins with a carving machine that thinly slices 25-day aged, medium-rare roasted sirloin-tip meat. The sirloin is then placed on a buttered, "griddled" hamburger roll, and topped with "any condiments the customer desires," plus a slice of cheese.

A small sandwich gets 5-to-6 ounces of roast beef, while a large can get anywhere from seven-and-a-half to eight-and-a-half, officials said.

A busy location during its peak season can sell upwards of 20,000 roast beef sandwiches a month and, across the chain's multiple locations, and Kelly's officials estimate that 1 million sandwiches are sold over the course of a year.

Kelly's officials said that, even in the face of that volume, the chain has not reverted to "a commissary set-up." Instead, each location roasts its beef in-house throughout the day, therefore "ensuring that sandwiches can still be carved to order as they have been for decades."

Said Newcomb, "That, in and of itself, is the hallmark of a Kelly's sandwich. It's never sitting. It's a medium-rare, melt-in-your-mouth, roast beef sandwich."

He added, "We are thrilled to continue expanding our brand's unique concept into new markets throughout the country, especially in our home region where we’ve gained a loyal following. Our restaurants' food and atmosphere are enjoyed by all different kinds of people and families, in both suburban and urban demographics, and we can’t wait to provide the highest-quality experience to communities in Connecticut."

Kelly's has gained national attention on the Food Network’s show, "$40 a Day with Rachael Ray," on a PBS Special called "Sandwiches You Will Like," on "Robert B. Parker's Wonderland by Ace Atkins," on NBC's three-time Emmy award-winning "30 Rock," and on the silver screen in the Oscar-winning film "Good Will Hunting."

In 2019, Thrillist named Kelly's one of "11 New England Chains the Entire Country Needs" and Business Insider said travelers "shouldn’t leave Boston without trying the roast beef sandwich at Kelly's."

Officials said that, including a franchise fee of $40,000, the total initial investment to open a Kelly's franchise is $1.8-$3 million.

Kelly's was founded in 1951 and has been franchising since 2020.

There are five locations open in the Boston metropolitan area.