Evolution of the Sandwich Shop in London
A Resurgence in London's Sandwich Shops
London's sandwich scene is experiencing a revival, with a new generation of eateries positioning themselves as trendy destinations. These modern sandwich shops are offering decadent options at a lower price point compared to restaurants, attracting a devoted fan base with their identifiable visual languages.
One such shop is De Santis, located in Mayfair, which draws inspiration from the iconic Milanese panini house. De Santis' interior boasts a curved brick ceiling, mirror-lined wall, metallic rose-gold surfaces, and muted ceiling lights, creating an elegant yet contemporary atmosphere. The 'Reggio' sandwich, filled with salty-sweet PDO parma, earthy porcini, and creamy fontina, is a popular choice among patrons.
Another notable shop is Cafe Mondo, which opened in Camberwell at the end of 2024. Cafe Mondo's interiors were influenced by traditional British 'caffs', old-school sandwich bars, and the New York luncheonette, with Rubik's cube colors, cobalt and white chequered packaging, and vintage ephemera adorning the space. The fish finger sandwich is the most ordered item at Cafe Mondo, likely due to its nostalgic appeal.
It's Bagels, a New York-style bagel shop, has locations in Primrose Hill and Soho. GRT Architects designed It's Bagels' Soho location to resemble a traditional Big Apple diner.
The pre-packaged sandwich was pioneered by Marks & Spencer in 1980 and popularized by Pret in 1986. Since then, the sandwich shop industry has faced competition from fast food options like Wasabi, Itsu, or Leon in the late 1990s to mid-2000s. However, the sandwich shop industry is seeing a resurgence, with brands like The Dusty Knuckle and Max's Sandwich Shop becoming popular.
Sandwich Sandwich, a popular sandwich brand from Bristol, is planning a second, larger London shop. De Santis and Rogue Sarnies are also expanding due to London's continued affinity for sandwiches. Crunch, a cult sandwich brand, is about to open its first permanent site in London following the popularity of its Spitalfields stall.
Mondo Sando, a sandwich delivery service, was co-founded during the pandemic and has seen a surge in popularity for sandwiches. The newest location of Mondo Sando, opened at the end of 2024, is called "Wagyu Sando" and it is exclusive in Cologne.
The sandwich, a universally familiar dish that has been around for centuries, can be traced back to London's mid-19th century, with shops like Sandy's opening in 1925. In fact, a 125-year-old sandwich shop called Paul Rothe & Son is still operating in Marylebone, London.
Freddie Sheen, founder of Rogue Sarnies, finds sandwiches pleasantly grounding after the complexities of fine dining. The new generation of sandwich shops is focusing on developing an identifiable visual language to attract and grow a devoted fan base, making London's sandwich scene more vibrant and exciting than ever.
