- [Joshua] All of the sandwiches we serve
are very meaningful to me.
They all have a purpose.
We don't do them just because we have to have
this obligatory sandwich.
We do them because they are significant in my life
in some way, shape, or form.
Every sandwich that we have created
is something that we are really excited about,
something that we want to share,
something that we want to celebrate.
We started with like, eight sandwiches:
four hot and four cold.
It was, like, this romantic vision.
I'll build a brand of meat,
and then I'll build my first customer.
They'll have to be codependent on each other,
and it'll be great, and anything that happens
after that will be gravy.
I was born in North Carolina,
I was raised in New Jersey,
and so I was exposed to pork roll at a young age.
Now, I'm a Jewish Southern boy, living in New England,
and so I thought it would be fun to introduce
pork roll to New England.
So one of our signature breakfast sandwiches
is a pork roll, egg & cheese.
The pork roll itself is really interesting
as a breakfast meat, because it's a combination
of our breakfast sausage and our bacon ground together.
We add maple syrup, and we run it through
a fermentation process for about 12 hours,
and then we fully cook it.
The eggs aren't just eggs, but we add cream to them,
and the cream helps the eggs to soufflé.
Then you have to have American cheese, in my opinion,
on a true breakfast sandwich.
I have an obsession with Tabasco.
So a little bit of Heinz ketchup, little bit of Tabasco,
and you need the perfect vessel to deliver
all of this goodness.
So we found these Wolferman's English muffins
out of Oregon, which take a great sear.
For me, that's the ultimate,
take-you-through-from- breakfast-to-lunch sandwich.
No one really celebrates bologna anymore,
but if you look at the components that go into it,
it's almost like giant hot dog; it's awesome.
We can control the amount of smoke,
and it's beef and we use wagyu beef,
and mix with a little bit of grass-fed beef,
a little bit of pork.
And so it's all these wonderful meats.
I wanted to create a sandwich
that was just super-nostalgic.
Remember when you were in school, and you were
puttin' the chips on your sandwich just to,
you know, just to give it that extra edge?
So we did.
When we first opened the deli,
'cause I was like, "Oh if you have a sandwich,
you gotta have chips.
What if we made our own and put
a little truffle salt on there?"
Now, you've got this bologna sandwich
that's on white bread with American cheese,
French's mustard, jalapeño relish,
truffle chips, and then piled high with bologna.
It becomes this creamy, salty, spicy,
crunchy sandwich that's like, wow, people dig it.
The banh mi is like, super-special to me.
One thing I always noticed, it was like a ton of vegetables
and a little bit of meat on this wonderful
little French baguette, and so I was like,
I want to kind of re-think that one a little bit.
I kinda did some research as to the composition
of a banh mi, and it's really when France occupied Vietnam
and how that influenced their cuisine.
So I said all right, well let's come up with
a creamy texture. So we're gonna do
the chicken liver mousse.
Then, I've seen them with a lot of pate,
so we have slices of the country pate,
and then we put some ham, some smoked ham
because it's very French, and so
all these super-French components.
Then we have to do some sort of pork belly.
So we'll do a Sriracha pork belly.
We sear it on the plancha.
Now all of the sugar's in it, on the outside,
caramelized, and the inside stays unctuous,
and then now we have to introduce the Vietnamese pieces.
So we have these super- crunchy, awesome vegetables,
cucumbers, daikon, carrot,
and then piles of cilantro and mint leaves
on there just to cram it in there.
So now your sandwich with all this creamy, dense,
rich meat and then this awesome vegetable explosion
of like, now you're doin' some good for yourself, right?
Prior to opening the deli,
I was working in restaurants, and
in every restaurant I ever worked in,
I would do some aspect of charcuterie.
That was the thing that always stressed me out
about charcuterie was that, you know,
you'd try to do it in a restaurant setting,
and you'd have to hide it from the health department.
When we first started making the meats,
we did it here in the deli,
and it was such a great point of pride
to create a federally inspected
charcuterie manufacturing facility.
Now, we have a 10,000-square- foot manufacturing facility
where we're doing thousands of pounds a day.
You know, and that's pretty special.
Every single protein that we work with
has a special story.
The salts we use, the meat we source -- all very important.
I get to showcase 180 different types of meat.
When I walk in here, every single day
for five years now -- never gets old
to see your culinary history.
That first pate you made at 19,
still making it 20 plus years later.
The pastrami you did at the golf course
when you worked in Tahoe.
The, you know, the salami you first made
hanging off of a PVC pipe in the mountains.
All of those things, it's just so cool.
And it's all in one spot.
People still can't get their head around
every single meat in here, we make.
They're lookin' for other labels, but all our label.