Klein’s Deli
Restaurant Creation | Recipe & Menu Development | Kitchen Design | Operational Materials Creation
How do you successfully transplant a neighborhood deli right in the middle of an international airport?
30+
RECIPES DEVLOPED
2
LOCATIONS IN SFO
$4M+
REVENUE PER LOCATION
What were the aims of the assignment?
Klein’s Deli is a beloved San Francisco neighborhood institution known for classic deli sandwiches and a welcoming atmosphere. The challenge was to translate that experience into the fast-paced airport environment. The goal was to preserve the soul of the original deli while adapting the concept for speed, convenience, and operational efficiency.
How do you engage consumers with the new concept?
Airport travelers have different needs than neighborhood diners. Some want a quick grab-and-go option, while others have time for a satisfying sit-down meal. The concept was designed to address both occasions, giving travelers clear choices and quick access to quality deli food while reducing friction and wait times.
How do you evolve the menu to achieve the business’ objectives.
Airports demand speed, efficiency, and the ability to serve large volumes of guests. A key challenge was accommodating both grab-and-go and made-to-order customers. The solution was a dual-queue system with separate cashier stations, ensuring each service mode could operate efficiently.
What were the business outcomes?
The redesigned concept delivered strong commercial performance. Intentional design touchpoints focused on layout, service flow, and menu strategy resulted in more than a tripling of sales. The initial concept’s success enabled Klein’s to expand its presence at San Francisco International Airport and demonstrated the scalability of the brand.
