It was instead what Haussman said to his business partner when he thought of the idea: “Let’s just make some regular-ass sandwiches.” The name of the restaurant wasn’t initially intended to be its brand. “They’re all a little nervous, looking for traditional things that bring them comfort.” “I don’t think people are looking for anything intense,” Haussman said. Roast beef is roast beef, and the mayo-horseradish-lemon-juice horsey sauce that comes with it isn’t too far removed from what you’d get at Arby’s. The best and most distinctive of sandwiches, in some ways, is the thick-stacked pimento and ham, made with a molten half-inch layer of the same pimento cheese they make for Handsome Biscuit across the street.īut for the most part, the sandwiches are designed as comfort, not revelation.
Brown’s Root Beer and an ever-expanding array of sides: oatmeal pies, cold rotini salad that tastes like your 1980s aunt brought it to the picnic, sea salt kettle chips, or a packet of Big League Chew. The sandwiches at Regular Ass Sandwich are resolutely what they say they are, regular sandwiches served on wheatberry bread with the satisfying but occasional crunch of grains.Ī $10 club sandwich meal from Regular Ass Sandwich, with root beer and pasta salad (Ro Reyes)Ī meal is $10, complete with LaCroix or Dr. “We sent out 50 sandwiches yesterday,” said Haussman - a viable business in a lunchtime kitchen already being used to prep sauces and condiments for their other restaurants. With little marketing, their business keeps growing. “It was rocky,” said Haussman, “kind of difficult to handle the highs and lows in terms of prep and execution.”īut the timing has so far seemed right for Regular Ass Sandwich, Haussman said.
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Haussman and Porter briefly tried out the idea two years ago with a ghost kitchen called Sandwich Madonna, but couldn’t figure out how to give the idea traction. Restaurateurs nationwide, including Hausmann and Porter, have been flirting with this idea for the past couple years, ever since the rise of delivery apps transformed many takeout spots into supply stations for DoorDash drivers.īut up to now, the business model has been a little bit spotty: Famed New York chef David Chang has opened, and closed, multiple versions of a ghost restaurant. “We thought we could maybe take advantage of this.”Īnd so Regular Ass Sandwich began this June as a “ghost” or “cloud” restaurant - a restaurant that exists virtually, even though the food is real. “People are looking at delivery apps seriously or intentionally, trying to stay out of contact with other people” Hausmann said. In its early weeks, Regular Ass existed online only, and on delivery apps.
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