Farhad Assari wants to start a franchise empire. The former Washington, D.C.-based investment banker envisions a day when his SÃ¢uÃ§Ã¡ brand is stamped on restaurants, clothing lines, music and even sauces in the grocery store. For the time being, however, the ambitious entrepreneur is content to sell his SÃ¢uÃ§Ã¡ street food out of a truck.
But this isn’t the roach coach of Health Department legend. Assari’s franchise, which opened in March 2010 and currently has four trucks in the D.C. area, is wildly popular, with lines sometimes 50 people deep and franchise inquiries up and down the East Coast.
“This is gourmet food. It’s very good quality,” Assari says. “My idea was to bring street food from around the world to the U.S. People in the U.S. see street food as dirty. I knew if I cleaned it up and made it sanitary, people would like it.”