Bill's is a place I've been going to since I was a kid. I'm not a kid anymore and have recently come back to my home town of Phoenix after 9 years away. Obviously, I am extremely biased so take this review for what it's worth.
Captain Bill's is a great sub shop. The atmosphere is "must see" fun. Their sub's are first rate made to order and service is always friendly.
Now that I'm back home no other sub shop will get my business. Even as biased as I am, I believe a business must be something special to win my loyalty to the extent that Bill's has.