BECKONING BREADSTICKS GROWING SAN DIEGO-BASED PIZZA CHAIN SET TO MAKE REGIONAL DEBUT.

Byline: Brent Hopkins Staff Writer

GLENDALE - Pat & Oscar's will fire up its first pizza ovens in the San Fernando Valley area this weekend.

Saturday's grand opening of the quick casual joint, a subsidiary of Sherman Oaks-based Worldwide Restaurant Concepts Inc., marks its first local location, on the outskirts of Glendale at 2921 Los Feliz Blvd. Founded 12 years ago by Pat and Oscar Sarkisian in San Diego and acquired in 2000 by WRC, the chain has grown from a San Diego favorite into a 19-store operation throughout Southern California and Arizona.

Though still a small player in the quick casual scene, which blends the speed of fast food with the comforts of slightly more upscale spots, the chain has developed a strong reputation with consumers, all built around one product.

``The company is built around the breadsticks,'' said Bob Holden, quoting the company's motto, Pat & Oscar's president and chief executive officer. ``You have got to have them, that's really our signature item. It's just like a Krispy Kreme doughnut - when they're fresh out of the oven, you'll crave them. It's not very hard to have three before you know it.''

The company indeed positions itself completely around the 'sticks, from its tag line to its Web site, breadstick.com. While constructing a concept off a non-entree item is unusual in the restaurant business, it's proved solid for the chain. The garlic, butter, salt and ``top-secret ingredients'' set it apart from its segment competitors, from Koo Koo Roo to In-N-Out Burger, enough to drive sales to $9.9 million in WRC's most recent quarter.

``People don't sit out in their living rooms saying, 'let's go out for breadsticks,''' said Randall Hiatt, president of restaurant consulting firm Fessell International in Costa Mesa. ``It's not something you think of in terms of the cuisine, but it really makes you think of the value of the place when you're walking out with a bag of them in hand.''

In addition to the steaming starches, the chain offers pizza, ribs, chicken, pasta and other fare. Aiming to entice lunching business-people and time-strapped families to stopping in, the chain trades on low prices and large portions - a family dinner with half a slab of ribs, half a chicken, a pizza, salad and breadsticks runs $27.95.

``It has attributes that have shown themselves to be popular,'' said Richard Martin, managing editor of the trade magazine Nation's Restaurant News. ``They've got the quick service to pay at the counter, table service to get the food and self service for beverages. It's good value and speed.''

Parent company WRC originally sought out the chain in 2000, acquiring 82 percent from the Sarkisian family. It has since bought an additional 5.2 percent and has called in the final 12.8 percent of shares but has yet to complete the deal. The final acquisition has been delayed by a lawsuit from former CEO John Sarkisian, the founders' son, who's suing on allegations of wrongful termination and fraud.

``It was a neat concept, and we thought it was where the dining public was going right now,'' said Keith Wall, WRC's chief financial officer. ``With their variety of foods, we saw them as the ideal mix for quick casual niche. Also, we know that pizzas travel well, and the salads do, the ribs can be reheated, and the chicken can be eaten cold or hot. Everything lends itself to both eat in and take out.''

After opening locally this weekend, the chain will continue its expansion slowly throughout the region. A spot in Torrance will follow next week, along with six more throughout Southern California by year's end.

``We like slowly moving from one community to the other versus getting on planes to fly across the country,'' Holden said. ``We get better word of mouth that way, so Los Angeles seemed like the natural place to go.''

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2 photos, map

Photo:

(1 -- 2) Above, Nick Cazahes serves customers in the dining room at Pat & Oscar's in Glendale, the San Diego-based chain's 19th site. Juan Valencia prepares breadsticks. The Glendale location has its grand opening on Saturday.

John McCoy/Staff Photographer

Map:

PAT & OSCAR'S COMES TO TOWN

Breadsticks and pizza specialist Pat and Oscar's has opened its first location in Glendale.