TABLE OF CONTENTS
THE CORE
THE SET-UP
Build-Your-Own
Made-to-Order
Euro Deli Case
THE EXPERIENCE
Packaging & Smallwares LTOs
Add-Ons & Upsells
Execution Tips
HEARTH & RYE AT A GLANCE
THE CORE
Let’s get the basics right—every time.
Your deli station doesn’t need a long menu to stand out. It just needs to be consistent, well-executed, and built on a strong foundation.
Here’s what every station should include no matter the size or setup:
ALWAYS FEATURE ELEVATED SANDWICHES
ALWAYS MAKE COMPOSED SALADS IN-HOUSE
ALWAYS OFFER FLAVORED SPREADS
SPACE CONSIDERATIONS
Big or small make it work for you. Whether you ’ re working with three pans or a full-length counter, there’s a smart way to deliver quality, flavor, and flow. Make the most of the space you have by using these tips.
SMALL SPACES, BIG IMPACT
KEEP THE MENU TIGHT
Offer at least 3 signature sandwiches that are easy to execute and visually different.
LIMIT SIDES TO 1-2 MAX
Choose composed salads that hold well and add color and texture.
USE VERTICAL SPACE
Stack signage, store breads in towers, and place upsells near eye level.
LEAN ON THE MENU BOARD
Let your signage do the talking–fewer items mean you can highlight each one.
Sometimes, your “deli” isn’t a full deli and that’s okay. It might just be a corner of the café with a few drop-in wells. Maybe it transforms throughout the day like serving avocado toast in the morning and sandwiches at lunch. The key? Think creatively, use what you have, and make it feel intentional.
BIG STATION, BIG POTENTIAL
A big station doesn’t mean doing more of everything. It means creating a lineup that feels fresh, organized, and easy to navigate. Keep it clean, keep it flowing, and let the food shine.
DIVERSIFY THE MENU
You’ve got the space - run 5+ sandwiches, with a mix of hot, cold, and vegetarian.
ADD THE BUILD-YOUR-OWN FEATURE
Feature a signature sandwich menu and allow guests to build their own. Just keep it whole sandwiches only.
HIGHLIGHT SIDES
Offer 2-4 composed salads that bring color, texture, and something unexpected to the station.
DOUBLE DOWN ON UPSELLS
Make upsells like chips, drinks, and cookies feel like part of the station–not an afterthought. Use tiered displays or an add-on zone near the end of the line.
MENU TYPES PICK-TWO
Every station is different. The menu you run should match your space, your team, and your setup. Whether you need something simple, or have room to go big, these flexible formats help you find the right fit.
Flexible & Familiar:
Pre-portion ½ salads ahead of time
Guests pick any two: ½ sandwich, ½ salad, or soup. Helps build variety and value.
Best for medium to large stations with prep space.
Pricing”
SANDWICHES ONLY
FEATURES
Simple & Streamlined
Best for small stations or limited prep space.
Focus on 3–5 bold, high-quality builds. Keeps execution simple and fast.
AVAILABLE FORMATS
11" x 17" | Individual or Group
pricing (print via FedEx)
Digital | Horizontal and Vertical
SANDWICHES & SIDES BUILD-YOUR-OWN
FEATURES
Balanced Variety
Best for deli cases or medium to large setups. Drives upsells and rounds out the plate.
AVAILABLE FORMATS
8.5 x 11" Printable
Digital | Horizontal and Vertical
FEATURES
Custom Made
Can work in any size station—it’s all about how you apply it.
In small or limited-labor setups, it can be used as the main menu.
In larger stations, it works best alongside a signature sandwich menu.
AVAILABLE FORMATS
8.5 x 11" Printable
Digital | Horizontal and Vertical
SETTING UP YOUR SPACE
The layout of your deli impacts everything from how guests move through the line to how your team preps and serves. Whether you ’ re running a made-to-order line, a build-your-own setup, or a deli case, the goal is the same: keep it fresh, full, and flowing.
BUILD YOUR OWN
Here, guests take the lead. That means your ingredients need to be clear, accessible, and easy to navigate.
STICK TO WHOLE SANDWICHES ONLY
No halves–this keeps it simple for the team and clear for the guest.
SET THE LINE IN BUILD ORDER
Bread → protein → cheese → toppings → spreads → extras. No backtracking!
USE SIGNAGE TO GUIDE GUESTS
Help guests move confidently with category headers and simple signs.
MAKE IT INTENTIONAL
Don’t offer every ingredient in the kitchen. Stick to a clean, curated lineup.
THINK BEYOND LUNCH
Running a build-your-own deli? Use that same setup in the morning with a BYO avocado toast bar or feature a seasonal breakfast LTO. Same station, new daypart.
MADE-TO-ORDER
This setup keeps everything behind the counter and ready for each order to be built by the team. It’s great for guest interaction, quality control, and a clean, polished look. Just make sure your line flows in the right order and don’t overcrowd it.
DESIGN FOR SPEED + FLOW
Set up the line so sandwiches are built in order no jumping around.
KEEP THE LINE TIGHT AND CLEAN
No air gaps, no clutter. Guests should see a polished, organized setup.
SUPPORT THE MENU WITH SIGNAGE
Feature the signature lineup prominently so guests don’t have to ask “what’s on it?”
TRAIN FOR CONSISTENCY
Same portions, same build every time. Consistency builds trust and repeat orders.
DELI CASE
The deli case should feel like a showcase not a storage bin. Display prepped items attractively, keep everything full and fresh, and never use fake garnishes. Let the food speak for itself.
KEEP IT FULL AND FRESH
Low or picked-over trays send the wrong message replenish often and rotate as needed.
SHINGLE WITH INTENTION
Arrange sandwiches neatly—angled, overlapping, and layered for max visual impact.
LABEL IT CLEARLY
Use clean, professional signage to identify each item and keep guests informed.
NO FAKE GARNISHES, EVER.
Skip the plastic lettuce, fruit, or decorative grass. Let the real food be the star.
THE EXPERIENCE
It’s more than just the sandwich it’s how it’s served. From the packaging you use to the add-ons you offer, every little detail adds up. A polished deli station doesn’t just taste good it looks good, feels intentional, and makes it easy for guests to come back for more. Keep it clean, consistent, and craveable.
SMALLWARES
Smallwares might seem like a small detail but they send a big message. Matching utensils, proper pans, and the right serving tools make your station look organized, intentional, and guest-ready. Don’t let worn-out gear drag down a great sandwich.
INVEST WHEN YOU CAN
Use the upgraded smallwares program for a sleek, modern look when budget allows.
PACKAGING
Packaging is part of the guest experience whether they’re dining in or grabbing to go. It sends a message about freshness, quality, and care. Too big, and it feels empty. Too small, and it’s messy. Use containers that hold the right amount and keep everything looking full and neat.
CONSISTENCY IS EVERYTHING
Everyone should be wrapping, labeling, and packing the same way!
LIMITED TIME OFFERS
Limited Time Offers are the perfect way to break the monotony and bring something fun and exciting to your guests. Use the branded marketing it’s what makes the station POP.
PUT LTO’S TO WORK
Feature 1 at a time to keep focus and make execution easier
Use branded marketing to make it feel official and on-brand
Promote in advance so guests know what’s coming
Place the theme sign front and center. DISPLAY
Stay colorful - include seasonal produce. FRESH GARNISH Toppings matter. Go Bold.
ADD-ONS & UPSELLS
Don’t stop at the sandwich. Chips, drinks, cookies, spreads these little extras can turn a quick bite into a full meal. And when they’re visible and easy to grab, guests are more likely to say “ yes. ”
USE THE BRANDED MARKETING
Don’t let it sit in the back room. The signage is there to help you promote add-ons in a polished, on-brand way.
MAKE IT VISIBLE
Guests can’t buy what they don’t see. Use trays, baskets, or shelves so they stand apart.
HIGHLIGHT THE UPGRADE
Feature premium options like house-made cookies, kettle chips, or bottled drinks. Make it feel like a step up not an afterthought.
POSITION WITH PURPOSE
Place upsells where decisions are made beginning of the line, end of the line, or directly next to featured sandwiches. Make it easy for guests to grab and go.
EXECUTION TIPS
The little things make a big difference. A great deli doesn’t just start strong it stays that way all day. From how the food is stocked to how your team runs the line, solid habits keep everything tight and guest-ready.
KEEP IT FULL
Don’t wait for empty pans. Refill often so the station always looks fresh and inviting.
CLEAN AS YOU GO
Wipe it down, tidy it up. A messy station sends the wrong message keep it clean, always.
LEAD THE STANDARD
Set the tone. Show your team what “great” looks like, then stay consistent.
NO DELI, NO PROBLEM
You can still serve up deli vibes without a full station.
Try these easy plug-ins:
Rotate a “Deli Day” at the grill or chef’s table with one signature sandwich.
Bundle Grab & Go sandwiches with chips or cookies to make it feel curated.
Use the salad bar for a BYO cold sandwich feature using existing ingredients.
Offer a daily sandwich special at the grill think Reuben Monday, Club Wednesday.
VISUAL PLAYBOOK 2025 EDITION