How did Sandwich Sandwich go from being a local favourite to national fame

Just six months after launching its first London store on Gresham Street, Sandwich Sandwich has opened a second site at Mark Lane. Founded by Nick Kleiner in 2012, the once-small shop has grown rapidly with the support of his son, Josh, earning the title of Restaurant of the Year 2023.

Looking back on the early days, Nick Kleiner, founder of the family-run eatery business Sandwich Sandwich brand, recalls starting out with a small sandwich shop in Bristol called the Cotton Sandwich Company.

He says: “My father came down to check it out, and he loved it. He said, ‘We should bring this to a bigger audience in the centre of Bristol.'”

Taking his father’s advice to heart, Kleiner found a spot in BS1, right in the heart of the city’s office district. “We opened a medium-sized shop there, and it did really well,” he recalls. “It wasn’t what you see today, but we made lovely, homemade fillings and nice sandwiches. People loved it, but it wasn’t the kind of insane demand we’re seeing now.”

Kleiner took over a small shop that had been vacant for seven years. The space was so tiny it could only realistically serve as a one-man office or a small sandwich bar. With his hospitality background, the choice was clear. “We opted for the sandwich bar,” he says. “And that’s how it all started.”

For years, business continued steadily with a focus on office catering and the shop itself. Then in 2017, Kleiner’s son, Josh, joined the company. “Josh started playing around with Instagram and social media,” Kleiner says. “At first, it was pretty small scale.”

But then came Covid. “We had four shops in Bristol by that time, including three small ones near the university district. When Covid hit, we shut down for nearly nine months. Our catering side vanished overnight — no meetings, no office workers. It was tough.”

Determined to adapt, the duo turned to delivery platforms. “We partnered with Uber Eats to generate revenue.” It was a slow climb, but we managed. We only fully closed during the first lockdown. After that, we kept going with takeaway. But it was far from easy,” Kleiner says.

In early 2021, a new opportunity emerged. He recalls: “We had the chance to move from our Baldwin Street shop to a space four times the size just around the corner. We took it, and that move changed everything.

“Offices began reopening, and social media started driving more attention to the brand. By 2023, things were really taking off. Then, in November, we won Uber Eats Restaurant of the Year. That was huge for us. We got loads of national press, our social media footprint exploded, and, of course, we won £100,000 in prize money.”

The win attracted family investors, paving the way for the brand’s expansion into London. “That was the catalyst,” he says. “And now, here we are, growing faster than I could have imagined.”

While Covid posed significant challenges, the business not only endured but continued to grow. However, reflecting on the brand’s success Kleiner states that “it’s difficult to pinpoint what exactly boosted the brand’s growth”. 

He says: “Social media has played a huge role, not just in the number of followers on Instagram, but in building a real community. The interaction we have is massive.”

Beyond the digital presence, he believes the brand’s distinct identity has been a key factor. “We’ve created something that captures people’s imagination,” he says. “But it’s not just about the brand image or going viral on social media. The sandwiches themselves have to live up to the hype — and we believe they do.”

Sandwich Sandwich’s social media presence soon  garnered attention from the likes of Tyson Fury, Gordon Ramsay, and Lewis Capaldi, to name a few.

Kleiner states: “It was great to meet these guys and interact with them. However, what drew them to us? You’d have to ask them. I don’t know — they’re no different from any other member of the public. Just because they’re celebrities doesn’t mean their tastes are any different. I believe celebrities love what everyone else loves.”

As the business expands and plans to open new sites, it also faces sector-wide challenges, including staff shortages and difficulties in securing suitable properties. Kleiner states: “Recruitment is always a challenge. It’s important to look after your team, ensuring continuity and retaining staff. Hospitality is notorious for high turnover, but we work hard to keep our team on board for the long run.”

“Finding premises is another hurdle. You often need to bring in external resources to help with that. Every day presents a new challenge, but we tackle them head-on,” he adds. 

Kleiner attributes much of the company’s continued success to those around him. “Believing in your team is key,” he says. “Since expanding to London, we’ve built a strong head office team across operations, finance, recruitment, and human resources. We’ve invested a lot of time and money into that, and I trust the team around me completely.”

Family also plays a crucial role in the business. “My son Josh handles social media and marketing, while my other son manages internal finance. They love the business as much as we do,” Kleiner shares. “Surrounding yourself with experienced, quality people makes all the difference.”

Looking ahead, Kleiner plans to add three more London sites to its existing portfolio. “For the next four years, our focus is purely on London,” he states, ruling out any immediate international expansion. 

The group has also recruited its first development chef. He says: “With the help of our development chef, we’re constantly working on new fillings, both hot and cold. In fact, we came up with a brand-new filling just yesterday. I can’t reveal the details yet, but it’s something we believe will be incredibly popular when it launches in the next few weeks.”

As for the bigger picture, Kleiner remains committed to growth. “The main goal for this year and next is more sites,” he says. “We’re keeping the momentum going and moving forward every step of the way.”