Sandwich Sandwich Founder Nick Kleiner talks Values, Growth and Innovation

On October 30, 2024, we attended the Propel Multi Club conference at the Millennium Gloucester Hotel in Kensington, London. In a room full of high-ranking food industry professionals, we had the unique chance to network and hear directly from leaders pushing boundaries in food innovation. The highlight of the day? Hearing Nick Kleiner, founder of Sandwich Sandwich, share the inspiring story behind his company’s growth and vision.

Building a Brand Rooted in Family and Quality

Nick Kleiner’s keynote was more than just a story of business success; it was a deep dive into the values that have propelled Sandwich Sandwich from a modest 90-square-foot shop in Bristol into one the country’s most exciting brands. Started in 2010 as the Cotham Sandwich Company, Sandwich Sandwich’s core mission was clear from the beginning: to make memorable, flavour-packed sandwiches using fresh, locally sourced ingredients. Now with three Bristol locations and their first site in London, the family business has earned a devoted following, garnering over 200,000 Instagram followers and prestigious awards like the Uber Eats Restaurant of the Year for the UK and Ireland.

In the post-keynote Q&A, Kleiner gave credit to his son Josh, who has driven their social media presence and brand identity to new heights. The digital presence Josh has built was instrumental in drawing immediate attention when their first London store opened. Kleiner shared that customers queued down the block at their Gresham Street location, an impressive sight for a Bristol-based brand entering the bustling London market.

Innovations in Service and Expansion

Kleiner’s talk revealed Sandwich Sandwich’s approach to balancing quality with scalability. Currently, 70% of their sandwiches are made fresh to order, with the remaining 30% as grab-and-go options—a mix that helps maintain quality while adapting to London’s fast-paced lifestyle. For Kleiner, grab-and-go will be an important part of the brand’s growth strategy, particularly in transport hubs and high-footfall areas.

As their expansion unfolds, Sandwich Sandwich is also developing its delivery and catering channels. Delivery platforms like Uber Eats and click-and-collect services were delayed initially due to overwhelming in-store demand. However, with productivity improvements, these services are now being rolled out alongside office catering, which has proven successful in Bristol and is expected to grow even faster in London.

Meeting Challenges with Purpose

The Q&A session brought to light some of the challenges Sandwich Sandwich faces, including balancing growth and quality, meeting high demand, and choosing ideal locations for expansion. Kleiner was candid about the potential pressures that come with scaling but made it clear that they remain focused on their Bristol roots. While multiple franchise offers have come in, Kleiner and his team are taking a strategic approach, with plans to open 20-25 locations within the next five years, most of them in London.

One of Kleiner’s most compelling points was about Sandwich Sandwich’s zero-waste policy, where any unsold food is donated to charities or taken home by staff. This commitment to sustainability is woven into their brand ethos, aligning with their focus on community; a value they strive to uphold, whether through outreach events in Bristol or their partnerships in London and beyond.

Looking to the Future

Kleiner’s keynote underscored Sandwich Sandwich’s ambition. With a second London location set to open in early 2025, they’re carefully crafting their expansion plan to ensure that each new site upholds the quality and experience that have made them a favourite. When asked about potential growth beyond London, Kleiner hinted that the U.S. could be on the horizon, a bold goal that speaks to his vision for the brand’s long-term impact.