Pittsburgh’s Strip District is getting a new sandwich shop.

The city’s first PrimoHoagies site is set to open in the Terminal Building on Smallman Street on Thursday.

The first 100 customers in line after a 9:45 a.m. ribbon cutting can get a free Primo-sized hoagie. After that, customers in the rewards program can get Primo-sized hoagies for $6.99 during opening day.

“Pittsburgh is obviously a sandwich town, but I don’t think Pittsburgh has that quintessential top-quality type of sandwich hoagie,” said Brian Hurowitz, a local entrepreneur who is opening the Pittsburgh franchise location.

That’s where PrimoHoagies comes in, Hurowitz said. They use freshly sliced Thumann’s gourmet meats and cheeses, as well as seeded rolls that are baked fresh throughout the day, he said.

“It’s in the name — Primo meaning first or best,” he said.

The chain originally opened in South Philadelphia in 1992, and has since expanded to locations throughout Pennsylvania, Delaware, Florida, Maryland, New Jersey, North Carolina and South Carolina. Locally, there’s a PrimoHoagies in McMurray.

The location will be open from 10 a.m. to 8 p.m. daily.

Though Hurowitz now resides in Pittsburgh’s South Side neighborhood, he said he grew up near a PrimoHoagies shop in Dresher.

“For me, one of the things that makes Primo so special is that it’s a brand that I grew up with, that I know, that I love,” he said. “There’s a PrimoHoagies within walking distance from my parents’ house.”

For people who have never tried PrimoHoagies before, Hurowitz said he recommends the Italian hoagie, which is made with provolone cheese, prosciutto, ham, salami and a choice of toppings.

Hurowitz — who has worked in restaurants in Melbourne, Australia, and various locations throughout Philadelphia — said he was eager to bring a longtime personal favorite chain into Pittsburgh. The location in the Strip District, he said, is a prime spot to attract customers during the day, in the evening and on weekends.

“In the Terminal Building, where you have all the foot traffic, all the businesses around there, all of the events around there, it puts us in a position to offer our products to people at all times of day, and not just at lunchtime,” he said.

The 1,800-square-foot store will employ about 15 people.

The menu includes hot and cold hoagies, as well as cheesesteaks, wraps, vegetarian options, antipasti salads, chips, drinks and cookies.

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