Nosferatuesque Chick-Fil-A founder sells pizza

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Upscale Pizza will not carry Chick-fil-A sandwiches. It will feature pizza, hot dogs, soups, sandwiches, salads and shakes.

The hot dog has been under-appreciated by the restaurant industry, Cathy said. He fondly remembers eating hot dogs, not hamburgers, as a child and has always liked the Varsity's hot dogs.

"We've dwelled on hamburgers all this time," he said, lamenting the lack of attention to hot dogs.

The restaurant will have a self-serve section and a section where customers can be waited on.

Like Chick-fil-A, Upscale will be closed on Sundays and will not serve alcohol. The staff also will be instilled with the same attention to customer service, Cathy said.

"Courtesy is very cheap, but it pays great dividends," he said, repeating one of his basic tenets for business.

Success, though, is not guaranteed, Cathy said. Two years ago, he closed a higher-end restaurant, Marko's, in Port Orange, Fla. It was hard to compete in that category and stick to his rule of not serving alcohol, he said.

"People came into eat," said Cathy, who gave the restaurant five-and-a-half years. "The first thing they ordered was a beer. We had to tell them we didn't serve alcohol. It hurts you when they get up and leave, but you can't talk them out of it."