The front of my local childhood deli is today unrecognizable. What was once a ghost town with the occasional Nonna telling you the best recipe for carbonara, is today filled with people all over the world, all here for one thing: a foccia sandwich.
We often hear about how social media is a tool for businesses to establish a name for themselves and build a brand; however, it can also be used to revitalize small businesses decades into operation
Raineri’s deli has sat inconspicuously on Great North Road in Sydney’s Five Dock for the last four decades. It enjoyed its status as a local and Italian migrant secret for the last 40 years. But now it’s a hidden gem shining brightly for all to see, thanks to social media.
It’s not every day that a humble family-owned Deli in Sydney’s Inner West reaches international fame.
“There was a couple here from China that just landed and they said ‘give me a foccia’- its just amazing. They’re coming from everywhere its unbeliveable, and thats the social media part of it, its spread like wildfire.”
The owner’s son, Sam, has been working to future-proof his parents’ legacy for the next generation.
In recent years, he’s introduced the option of fresh sandwiches, a coffee machine, tables and chairs, as well as other Italian-sourced produce.
Social media might be getting the word out, but it’s Sam’s intent to establish a connection with every customer- that keeps them coming back. “9/10 people I see every week now, and I use it as a joke to be like ‘oh see you next week!’ if I’ve just met them. Sure enough, no matter where they live in Sydney, they’re here every week.”
Sam has managed to strike a perfect balance between drawing in new faces through social media while ensuring longevity through a community-based experience.
“we dont have a menu and we do that on purpose, because I want people to come in here confsued and by the time they leave they know me, they know my brother and my mum and they’ve walked out with the best foccia they’ve ever had”
Naturally, he made me a sandwich. It was delicious, of course. But it was Sam’s hospitality and charm that made for the true 5-star dining experience.
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