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Earl of Sandwich to Open on West 52nd Street

By Jill Colvin | July 8, 2011 6:59pm | Updated on July 8, 2011 11:09pm

MIDTOWN — A new sandwich chain that claims links to the actual Earl of Sandwich is about to open its first outpost in the city.

The Earl of Sandwich, which has been taunting hungry lunch-goers in Midtown with its billboard in Times Square for months, is set to finally open in early August on West 52nd Street between Fifth and Sixth avenues, company spokesman Jay Strell said.

The Quiznos-esque chain claims to have been launched by a direct descendant of John Montagu, the Earl who legend says created New York's lunch-time staple by putting meat between two pieces of bread in 1762.

In fact, the sandwich has been around since at least biblical times.

While those hailing from Texas and Florida, or who frequent airports including Newark Liberty, may already know the chain, those who don't "should expect the world's greatest hot sandwich,” promised Kurt Kotzin, the company's director of construction, as he took a break from working to prepare the new space for its fast-approaching opening.

It's signatures include "The Original 1762" made from freshly roasted beef, cheddar cheese and creamy horseradish sauce, and "The Earl's Club" that stacks roasted turkey, smoked bacon, aged Swiss cheese, lettuce, Roma tomatoes and sandwich sauce.

In addition to sandwiches made with artisanal breads, roasted meats and cheeses, the Earl of Sandwich will also serve freshly made salads, wraps, soups, desserts and beverages.

The company, which is affiliated with Planet Hollywood, is also planning to open a second location in the city, the Earl's Court food court, with Earl of Sandwich as its anchor, in late August or early September in the Financial District.

News of the new location was first reported by food blog Midtown Lunch.