Rocky Gupta – Cheba Hut “Toasted” Subs

When guests walk into a Cheba Hut “Toasted” Subs, they’re immediately immersed in an experience that’s part sub shop, part stoner sanctuary, and entirely authentic. Walls are adorned with hand-painted murals, and hip-hop or punk music blares through the speakers—even in the bathrooms—and the air buzzes with a relaxed energy. It’s a cannabis-themed sandwich joint where the theme is cheeky, but the execution is all business. And behind every new location bringing this distinctive brand to life is Rocky Gupta, senior director of design and construction for Cheba Hut Franchising, Inc.

From the moment a lease is signed to the day a franchisee makes its first White Widow, Gupta is the force steering the development process. With nearly two years in the role and a background that spans civil engineering, commercial construction, and restaurant ownership, he’s building more than just sandwich shops—he’s building infrastructure for scale.

Founded in 1998 and headquartered in Fort Collins, Colorado, Cheba Hut is the original marijuana-themed sub shop. Its mission goes beyond dank sandwiches and chill vibes; the brand offers a core-values-driven, inclusive space where all walks of life are welcome to chill, connect, and satisfy their munchies. Every location comes with its own flair, featuring full bars and a strong dose of counterculture. But while Cheba Hut celebrates a relaxed, cannabis-adjacent vibe, it doesn’t provide it—it’s more about community and personality than anything else.

“We want people to come in, feel good, and have a damn good sandwich,” Gupta says. “But to get there, we have to do the work behind the scenes.”

A chill brand with serious strategy

To support Cheba Hut’s goal of reaching 200 units and $420 million in sales by 2030, Gupta and his team have taken the development process in-house. Previously managed by third-party firms, design and construction are now overseen entirely by Cheba Hut Franchising. That shift has allowed for tighter coordination, stronger vendor relationships, and a more franchisee-friendly approach to expansion.

Gupta is involved before a lease is even finalized, assisting with landlord letters and guiding lease execution to ensure a smooth handoff into development. Once the ink dries, his team helps franchisees select local contractors, navigate design approvals, and manage the entire construction lifecycle. Typical projects take nine to twelve months from lease to open, including about four to five months of buildout.

The process is far from cookie-cutter. Each store incorporates custom murals, community flair, and thoughtful layouts that reflect the brand’s quirky, welcoming identity.

“No two shops are exactly alike, and that’s intentional,” Gupta says. “It’s part of the experience.”

Streamlining the highs & lows

With expansion heating up—especially in stronghold markets like Texas and recent wins in Cheyenne, Wyoming—Gupta’s focus has been on making the path to opening smoother and more scalable.

“When I joined, our processes were fragmented, both internally and externally facing. We’ve since implemented clear systems and documentation so franchisees know what to expect at every step,” he says.

That predictability pays off. Most franchisees operate multiple stores, and with a standard three-store agreement in place, replicating success across locations is crucial. One operator has grown their portfolio to over 20 stores—some acquired, others built from the ground up.

However, Gupta doesn’t just want growth for the sake of growth.

“We’re incredibly protective of our culture,” he explains. “We turned off franchise sales for almost two years to focus on supporting the operators we already had. That decision gave us the time to get our development department right.”

Now that the foundation is strong, the focus is on expansion—but in the right way, with the right people.

Partnering for long-term munchies

A significant pillar of Gupta’s strategy is building a national vendor network that delivers consistency, quality, and value across markets. From signage and millwork to furniture and kitchen equipment, these vetted partners help reduce costs, eliminate headaches, and make life easier for franchisees.

“When we bring on strong national vendors, it’s not just about efficiency—it’s about giving our franchisees a competitive edge,” Gupta says. “It’s white-glove service from start to finish.”

These partnerships also support consistent branding and guest experience, which are central to Cheba Hut’s appeal. The company doesn’t rely on gimmicks—it depends on authenticity. That includes loud music, custom art, and laid-back employees who wear what they want and speak from the heart.

“We’re not professional stoners,” Gupta says with a grin. “We’re stoner professionals. We take hospitality seriously, and we want every guest to feel that from the second they walk in.”

Come for the food, stay for the vibe

At its core, Cheba Hut is more than just a sandwich shop—it’s a place where people hang out, recharge, and feel like they belong. And while the marijuana theme sets the tone, it’s the food and service that keep people coming back. Subs are served on proprietary, “best-in-the-business” bread and packed with sliced meats and cheeses—not pre-packaged ingredients. The quality is high, even if the jokes are higher.

Still, Gupta knows that in this business, it’s not just about what’s on the menu—it’s about what’s in the atmosphere.

“We’re a hospitality company first and foremost, not just a food brand,” he says. “We want our guests to feel good and have fun. And that starts with building the right environment.”

With a well-oiled development machine, a culture of realness, and a team that values both vibes and viability, Cheba Hut is primed for national growth—and Gupta is leading the charge, one “toasted” sub at a time.