Brothers give Sammy's shake shop new name, spin

Brothers give Sammy's shake shop new name, spin

(Courtesy of Isaac Ames)


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PROVO — A popular shake shop in Provo is being rebranded as two brothers take over ownership.

Formerly known as Sammy’s, the restaurant located at 27 N. 100 West was renamed “Zeek’s Pieshake Parlor” in January. The spot has long been known for its pie shakes, which consist of pieces of pie mixed into shakes.

Isaac Ames, 22, and Alex Ames, 25, both worked at Sammy’s before taking the business over from previous owner Sam Shultz. They own both locations in Provo and Rexburg, Idaho. The name Zeek's comes from a nickname Alex Ames had for his brother Isaac when they were younger.

“Our main focus has been on improving the food quality and we’ve been getting a lot of positive responses,” Isaac Ames said. “People really like the change. We understand there’s a sense of nostalgia and memory with the old name, but we want to show people this is a good change.”

Alex Ames worked as a marketing intern for Shultz before helping his younger brother get a job flipping burgers at Sammy’s in Provo. Eventually Isaac Ames transferred to the Rexburg location where he became a manager, then financial manager and finally general manager while attending Brigham Young University-Idaho.

Courtesy of Isaac Ames
Courtesy of Isaac Ames

The two brothers said they noticed Sammy’s wasn’t getting the attention it deserved and approached Shultz about taking the business over. Around the same time, allegations arose against Shultz that checks given to employees for wages were bouncing. Since signing an agreement, the Ames said they have cut all ties to the former owner.

“That’s the chief reason of changing name,” Alex Ames said. “The bottom line is the former owner did not have a good reputation with students and professionals alike, to the sense that in order to progress and expand (we need) to have our own identity.”

Despite the name change and new decor, the brothers said most of the menu items will remain the same and the restaurant will continue to be associated with Provo’s Rooftop Concert Series.

“The only thing we have changed is the quality,” Alex Ames said. “So instead of ingredients coming from your local Sam’s Club, they are coming from very professional vendors.”

Sammy’s had become a part of the local university experience, according to the brothers, so they aim to improve its standing as a spot for people to gather. Isaac Ames, who is a junior at Brigham Young University applying to the business program, is in charge of restaurant operations while Alex Ames, who is studying sales and marketing at Utah Valley University, does business relations and marketing.

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