Kelly’s Roast Beef eyes New Hampshire expansion

The iconic Massachusetts chain is looking to open more locations in the Granite State

Kelly's Roast Beef eyes New Hampshire expansion

Revere, MA ( Boston inventor of the North Shore roast beef sandwich, Kelly’s Roast Beef, is looking to continue expanding in the Northeast United States with a focus on growth in New Hampshire. The beloved chain plans to capitalize on their fame in their home region by securing multi-unit franchisees who will fulfill their mission of sharing their roast beef and seafood menu items with New Hampshire communities. As Kelly’s prepares to open its first stateside location this October in Salem, the brand aims to open 12 more restaurants in New Hampshire over the next six years.

“When we set out to expand into New England, New Hampshire was definitely at the top of our list, so we’re excited to finally open in Salem next month,” said Neil Newcomb, CEO of Kelly’s Roast Beef Franchising. “Because our brand is so well known in this region, we are confident that the Salem location will be successful and create more fans throughout the life of Kelly’s.” Once locals get a taste of our roast beef sandwiches, they’ll be back for more in no time and the demand to expand across the state will increase.”


Kelly’s Roast Beef sandwich has become a local legend in Massachusetts. The process begins with a carving machine that thinly slices the 25-day aged medium-rare roast. The tenderloin is then placed on a buttered hamburger roll, grilled and topped with whatever condiments the customer wants plus a slice of cheese. A small sandwich gets five to six ounces of roast beef, while a large can get anywhere from seven and a half to eight and a half. Today, a busy location during its peak season can sell up to 20,000 roast beef sandwiches a month. Across its multiple locations, Kelly’s estimates they sell a staggering one million sandwiches a year. The numbers are impressive, but just as impressive is the fact that, even in the face of tremendous volume, Kelly’s hasn’t moved toward a commissary setup. Instead, each location roasts its beef in-house throughout the day, ensuring that sandwiches can still be carved to order as they have been for decades. That, in itself, is the hallmark of a Kelly sandwich, Newcomb said, “It never sits. It’s a melt-in-your-mouth beef sandwich, medium-rare.”

“There’s a reason we’ve been a local staple for more than 70 years: No other fast-casual concept compares to the high-quality food and customer service that Kelly’s delivers every day,” Newcomb said. “We are committed to maintaining our reputation and look forward to finding more franchise partners to help us do so in a new market like New Hampshire.”

Kelly’s franchise opportunity has been a long time coming. Over the years, Kelly’s has gained national attention on the Food Network show $40 a day with Rachael Raya PBS Special called “Sandwiches You’ll Like”, Robert B. Parker’s Wonderland by Ace Atkins, NBC’s three-time Emmy winner 30 Rockand on the silver screen in the Oscars Good Will Hunting. In 2019, excited named Kelly one of “11 New England Chains The Whole Country Needs” and Business Insider said travelers shouldn’t leave Boston without trying the roast beef sandwich at Kelly’s.

Including a $40,000 franchise fee, the total initial investment to open a Kelly franchise is $1.8-3 million.

About Kelly’s roast beef

Founded in 1951 and franchised since 2020, Kelly’s Roast Beef is the inventor of the North Shore roast beef sandwich. Kelly’s roasts its beef in-house throughout the day, serves everything fresh and made to order, and estimates that it serves a staggering one million sandwiches a year. The brand has become a symbol for Boston and has been referenced in pop culture, including 30 Rock and Good Will Hunting. Today, there are five locations open in the greater Boston area. For more information, visit

Hayley Ryback
Franchise elevator PR
[email protected]