Chris Fulvio Offers an ‘Unique’ Experience at the Fractured Prune
The Fractured Prune, at 48 West High Street in Elizabethtown, has been for open a little over a year now but is already a favorite stop for many commuters, community members, and college students alike. While The Fractured Prune’s fresh, warm, donuts and coffee have been a favorite in Ocean City and surrounding beaches since 1976, it is a relatively new eatery to our area. Chris Fulvio (owner of the Elizabethtown franchise) decided to treat the area to an east coast Maryland favorite.
Fulvio, an area native since 2000, had worked at T.J. Rockwell’s as a server, cook and bartender; but what made him seriously consider opening his own restaurant was helping to construct the second T.J. Rockwell’s, located in Mechanicsburg.
“It really made me think, hey I can do this.” Fulvio recalls. Fulvio looked into a few other franchise opportunities, but only seriously considered The Fractured Prune, citing it to be the most affordable, and the most unique opportunity.
“At the time of opening there was not really any other [direct] competition” said Fulvio, “but what I really liked [about the Fractured Prune franchise] was the experience it gave the customer.” Fulvio compared his restaurant to his former employer T.J. Rockwell’s, in that both deliver an experience unique to themselves.
It is easy to understand what he means when he mentions an experience; walking into the Fractured Prune is a bit like being a child and walking into a candy shop. You are greeted by a beach themed interior, complete with a surfboard bench and a purple/green-checkered floor. But the real experience lies in the food itself; the donuts are any flavor imaginable, such as blueberry hill, sundae, or O.C. sand. However, if you are feeling creative, you may order any combination of flavors as well. Customers first pick from an assortment of 20 glazes, and then as many or little toppings as they wish, finishing off with powdered, granulated, or cinnamon sugar coating. The donuts are then ready to be eaten still warm, something that is signature to the Fractured Prune.
With such great donuts, it is easy to forget that the Fractured Prune serves lunch as well, but according to Fulvio, “it is the biggest kept secret.” The secret? The Fractured Prune cuts their deli meat fresh. Fulvio says he got the idea from a sandwich shop in Philadelphia.
“They cut the meat right in front of you, sure it takes a little longer, but people are willing to wait for the extra freshness.” Explains Fulvio. The Fractured Prune also offers daily lunch specials, which include a sandwich, chips, pickle and a drink for $6.99.
Chris Fulvio’s business continues to do well despite an economic downturn; he contributes a lot of his success to adapting to consumers and understanding he needs to stay relevant. “A lot of [small business] owners do well and see the cash in the register and take a vacation.” Says Fulvio.
Fulvo ends the interview with some advice to business potential business owners; you have to adapt to your consumers, such as his 5% discount for college students, or selling coffee and donuts behind his restaurant for rushed commuters.
by Ben Brewer
