There’s nothing quite like a delicious homemade grilled cheese sandwich paired with a warm bowl of soup — unless, of course, someone else is making it for you. When Trew and Jennifer Quackenbush, Jenny Rachford, and Corey Ward started serving the classic combination of grilled cheese and tomato soup from a pop-up tent in Cincinnati’s Fountain Square in 2009, it became an instant hit, prompting them to establish a full-scale business.
The grilled cheese concept was initially conceived by Trew Quackenbush, a chef, and Corey Ward, a graphic designer, during a backyard barbecue. Besides their tomato-and-cheese creation, which inspired the brand’s name, they also introduced a distinctive signature item: the grilled cheese donut, replacing traditional bread with a glazed sweet treat. (Alternatively, you can opt for flaky croissants in place of the usual grilled cheese bread).
While juggling full-time jobs, the four members of the team worked at the tent to save funds for their first permanent location of Tom + Chee (the original brand name), which opened in 2010 on Court Street in Cincinnati. Just six months later, they launched a second restaurant at Newport on the Levee. Their business received its first dose of television exposure when Adam Richman featured them on his Travel Channel show in 2011. After months of negotiations via email with the show’s producers, Quackenbush and Ward appeared on “Shark Tank” seeking investment to elevate their brand further.
Tom & Chee gained investment on Shark Tank but later encountered financial difficulties that led to the closure of their restaurants.
Tom & Chee was featured in season 4, episode 26 of “Shark Tank,” airing in May 2013. At that time, the company had already sold one franchise and operated three restaurants with a staff of 70 individuals. To facilitate further expansion, Trew Quackenbush and Corey Ward sought a $600,000 investment in exchange for a 10% equity stake.
While the Sharks were initially skeptical about the idea of a grilled cheese donut, they were impressed with the brand’s financials, noting that it had generated over $1.5 million in revenue. Barbara Corcoran offered $300,000 for a 15% share but wanted another Shark to contribute the total investment amount that Tom & Chee was asking for.
Kevin O’Leary and Robert Herjavec both proposed $100,000 for 5%, but eventually, Mark Cuban agreed to partner with Corcoran, matching the remaining $300,000 for a 15% stake. “Everything in my bones [is] saying this is a runaway hit,” Corcoran boldly stated regarding the grilled cheese venture (via YouTube). The duo was pleased to partner with Corcoran and Cuban, satisfied with the deal they secured.
Tom & Chee enjoyed fame and growth after their appearance on Shark Tank, broadening their unique grilled cheese and tomato soup concept.
Following the airing of the episode, the company received a tremendous surge in interest. By the following Monday morning, after the episode aired on a Friday night, Tom & Chee had received 2,400 franchise inquiries, a figure that skyrocketed to over 9,000 in the subsequent months.
However, the “Shark Tank” deal did not unfold as anticipated post-show. Mark Cuban withdrew his support, believing that Tom & Chee should focus on corporate locations rather than franchises. Barbara Corcoran remained as an investor but with a reduced deal and lower equity stake, allowing the business to continue flourishing. By 2016, Forbes recognized it as one of the top 10 businesses emerging from “Shark Tank.” At that point, Trew Quackenbush and Corey Ward operated four restaurants and had an additional 31 franchises.
A “Shark Tank” update in season 8 featured Quackenbush and Ward at their franchise conference, with Corcoran serving as a keynote speaker. Seven years after their humble beginnings in a pop-up tent, Tom & Chee achieved $47 million in sales and created over 500 jobs. The menu expanded to include more than a dozen sandwich variations alongside several soups and specials, in addition to custom sandwich options.
Is Tom & Chee still in business?
Tom & Chee remains operational, though it has faced numerous challenges. In 2014, the company acknowledged its rapid growth and had to lay off several employees while also resorting to borrowing funds. With store closures starting in 2015 and down to just 23 locations by 2017, the brand’s assets were acquired by GSR Brands, the parent company of Cincinnati’s Gold Star Chilli.
In 2019, following the takeover, GSR began streamlining the operation by simplifying the extensive menu and rebranding from Tom + Chee to Tom & Chee. A new prototype, launched in 2020, concentrated on smaller locations, utilizing high-speed ovens instead of traditional grills for faster sandwich preparation. Unfortunately, the pandemic then necessitated a shift to to-go dining.
By 2021, the company was prepared to embark on another expansion phase with new locations opening. The restructured menu transitioned from the classic grilled cheese sandwiches to include melts, which Roger David, president and CEO of Gold Star Brands, believed would provide greater value to customers with their enhanced protein content.
What are Tom & Chee’s future plans?
Tom & Chee intends to continue focusing on smaller branches with shorter menus. There are now fewer than 10 melts on the menu, alongside a limited selection of soups and salads — with the beloved grilled cheese donut remaining available. In November 2023, the brand introduced a special melt named The Golden Cheese Touch, topped with mac and cheese and barbecue sauce on parmesan-crusted bread, to raise funds for a cancer charity. Upcoming seasonal specials for summer 2024 will feature a strawberry peach salad with goat cheese and gluten-free loaded baked potato soup. Furthermore, the brand plans to further diversify its food offerings and appeal.
This new approach appears to be yielding positive results. The Cincinnati Enquirer recognized Gold Star and Tom & Chee as a recipient of the Greater Cincinnati and Northern Kentucky Top Workplaces 2024 Award, employing a total of 1700 individuals. The brand also reached the finals in the grilled cheese category for the Greater Cincinnati 2024 Family Choice Awards, while the franchise model continues to attract new entrepreneurs interested in launching their own Tom & Chee locations, with franchise costs ranging from $339,700 to $704,000.
However, it seems the founders have moved on. Trew Quackenbush’s LinkedIn suggests he has been a culinary instructor at a high school since July 2018, while in 2022 Corey Ward started a new company called Planet-B Games, though by May 2024, he was seeking employment opportunities on Facebook.