Story by MARY MERRITT – Variety Editor
Edited by RIGEL TURNER – Broadcast Staff
Filmed by NICHOLAS BYRNE – Broadcast Managing Editor
In an attempt to bring a business back to life, a couple rebrands an iconic Athens restaurant as a family eatery.
As you pass through the large glass doors of locally owned pizzeria Transmet West the warm smell of baking bread floods your nose and a friendly smile is there to greet you. Most likely it is the smile of owner Ashley Christiansen that meets your gaze, who welcomes each new face as a part of her new Transmetropolitan family.
Transmetropolitan was established in 1999 in downtown Athens as a New York-style pizza joint, but in 2008 expanded to a second location on 1550 Oglethorpe Ave., now known as Transmet West, which was shut down due to poor business in January of 2014.
However, in May of 2014, Ashley and her husband Shawn re-opened the restaurant as a franchise. Since May, the couple has since given the location new life, transforming it into a completely new family establishment through renovations, menu changes and staff management.
“ I have definitely noticed that (Transmet West) has changed. The whole atmosphere has generally improved and is more welcoming,” freshman Troy Deslatte said.
Ashley does not take much of the credit however and describes the work in rebranding Transmet West as a group effort.
“I have an excellent crew here that I get along with very well. We care for each other– we’re a family. It’s a family environment, an extension of (our) family at home. And every customer that walks in that door has the potential of becoming another member of that family as well,” Ashley said.
The Christiansens are taking on a large task in opening up Transmet West, their first franchise, but they have not done so unprepared. In fact, Ashley has had her foot in the door of the food industry since she was just a 12 years old, working at a friend’s restaurant on the weekend. Three years later, Ashley began working for a corporate chain and was promoted to manager at the mere age of 16. Ashley continued working for corporate until she was 23.
This past spring, Ashley finally decided it was time for her to branch out on her own, so she and her husband began looking for a local franchise to purchase. After looking around, the couple saw that Transmet had become available, and they jumped on the opportunity.
“(The owners) weren’t actually interested in doing a franchise, but we suggested it and continued talking about it until they finally agreed,” Ashley said. “The reason that we wanted to go with Transmet above any other franchise is because they permitted us the freedom to run it the way we wanted to. I didn’t necessarily have to conform to all of their ideals, but I could choose some of them, and then grow and develop from there.”
Since re-opening, Ashley has made major renovations to the building including a waterfall out front, a 9-foot television in the dining area and a pergola on the balcony. In fact, even the menu is set to undergo modifications.
“We will offer menu items that are not offered downtown because we’re more of a family side of town. We’re not necessarily just for the college kids who just want to go in and get a slice of pizza. Our pasta options are being developed, and we also offer brunch on Sunday which is becoming quite successful,” Ashley said.
Transmet West has been open for around 6 months and Ashley admits it has been a learning process, but there are certain systems that Ashley has established to help things run more smoothly.
“We wear uniforms and hair is pulled back. We call it the ‘Three C’s of Ashley:’ consistency and communication eliminate confusion. We go by that every day, and it helps us to have the mindset we need to to be successful,” Ashley said.
Although Transmet West is moving forward, it hasn’t all been easy. Ashley and her husband are constantly having to overcome obstacles, especially as a new business.
“Unfortunately, a bit of a poor reputation had been established for this store. You know, not intentionally, but over time. It’s been an uphill battle, but we’re working very hard and it’s showing through our work. It’s showing through the crew and the food that they put out everyday and the service we provide to our clientele as they come in,” Ashley said.
Still, Ashley points out that Transmet West faces the same challenges that any other restaurant must go up against. Sometimes the hardest part of being an entrepreneur is simply getting and maintaining a steady flow of traffic.
“I’d say the biggest challenge of all is just getting people in the door like it is with any restaurant. We’re slightly off the beaten path, but we do these things with the community as well to make sure that people know we’re here. But that’s it. Once we get people in the door retention is very easy,” Ashley said.
Ashley and Shawn are very excited for their new business endeavor, but more than anything they are excited for the opportunity to get to interact with and give back to the Athens community.
“We’re a bit more involved in the community because we have different opportunities being located here. (At the) Downtown (location) they couldn’t exactly have a block party,” Ashley said. “Right now we’re working to do something with Wounded Warrior in a month or so. Both my husband and I are veterans, so those types of things are important to us to connect with the community. Those kinds of things set us apart (from other restaurants).”
