The big interview: Sandwich Sandwich

In an era where convenience food dominates the culinary landscape, one sandwich shop has stood out for its extraordinary take on a staple we all know and love: the humble sandwich.

For Nick Kleiner, founder of Sandwich Sandwich, it was the seemingly modest idea of elevating the sandwich that propelled him to create one of the most popular sandwich shops in Bristol, and now, London. Through a blend of fine dining expertise, a family-driven business, and a sharp eye for innovation, Kleiner’s Sandwich Sandwich has become more than just a place to grab a bite — it’s a destination spot for foodies seeking something new for their next social media post. 

From wine bars to fine dining

Nick Kleiner’s career in food service didn’t start with sandwiches, though it was always rooted in hospitality and a love for quality ingredients. “When I started, I had a wine bar in London between 1994 and 1999 where we did some food as well,” Kleiner says. His wine bar experience, though brief, laid the groundwork for his understanding of what it takes to succeed in hospitality — creating an inviting space and offering quality food and drink that people enjoy. 

However, after five years with his wine bar, life took him in a different direction. “I moved to Bristol because my wife is from there,” Kleiner explains. It was in Bristol that he would take his first step into fine dining. In 2000, he opened his first restaurant, a fine dining establishment that he ran successfully for 12 years. During this time, he honed his culinary skills, mastering the art of balancing flavours, textures and presentation, all of which would later play a pivotal role in his sandwich venture.

Yet, it wasn’t in the world of fine dining that Kleiner found his calling. Instead, it was a small empty shop next to his restaurant that sparked the idea. “I just had an idea of doing some really nice, interesting sandwiches,” he says. That little shop turned into the Cotham Sandwich Co. and marked the beginning of what would become a beloved Bristol institution. “And that’s how the first sandwich shop opened.” His entrepreneurial spirit and desire to create something new led him to pivot away from fine dining and fully commit to sandwiches. After running both the fine dining restaurant and sandwich shop simultaneously for a couple of years, Kleiner decided to focus solely on the sandwich business, selling the restaurant in 2012. He moved Cotham Sandwich Co. into the heart of Bristol, where it gained popularity on the high street.

A new take on an old classic

While many see sandwiches as simple, convenient meals, Kleiner saw an opportunity to bring his fine dining expertise into the deli world. “My background’s always been fine dining,” he says. “But we just felt that sandwiches were not very exciting anymore, and we just wanted to bring out that fine dining knowledge and try to put it between two slices of bread.”

This philosophy of using high-end culinary techniques and ingredients to create next-level sandwiches was the foundation of Sandwich Sandwich. It wasn’t just about throwing together a few ingredients on bread; it was about crafting sandwiches that delivered an elevated experience — rich in flavour, balanced in texture, and always fresh.
“The ratios of the fillings are crucial,” Kleiner emphasises. “Not too much protein, not too much salad. The flavour profiles have to be delicious — the right sort of sweetness, acidity, texture. We like crunch in our sandwiches as well. There are lots of boxes that need to be ticked for the perfect sandwich.” For Kleiner, making a great sandwich is as much an art form as cooking a fine dining meal, and this attention to detail has been key to Sandwich Sandwich’s success. Whether it’s the rare roast beef or the chicken Kyiv, every sandwich is a carefully thought-out creation that elevates the dining experience, even if it’s just a quick lunch on the go.

Initially, the menu focused on both savoury baked goods like pies, quiches and cakes, as well as cold sandwiches. “We still bake fresh quiches and pies every day in Bristol,” Kleiner notes, but over time, the focus of the business shifted more toward sandwiches. The idea of using fine dining techniques to elevate sandwiches resonated with customers, and soon, Sandwich Sandwich became a local favourite.

Family matters

At the heart of Sandwich Sandwich is not just great food, but a strong sense of family. For Nick Kleiner, family is integral to the business and this dynamic has played a significant role in its growth. In 2016, his son Josh joined the business, and with him came a wave of new energy, particularly in the realm of social media and marketing.
“Josh started taking over the social media, and he started doing some stuff with different bloggers,” Kleiner shares. One particular collaboration with a blogger led to the creation of the now-famous loaded sandwiches — an innovation that has since become a defining feature of the Sandwich Sandwich menu. “One blogger said, ‘I really want to come down and create my own sandwich with loads of different things,’ and that’s how the layered stack sandwiches were born, really.”

These loaded sandwiches, with their towering layers of meat, cheese and fresh vegetables, quickly became a sensation on social media, helping to catapult Sandwich Sandwich into the spotlight. 

To read the full interview, turn to page 16 of our December issue. 

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