Experience Design / Menu Strategy / Kitchen Design

How do you successfully transplant a neighborhood deli right in the middle of an international airport?

30+

RECIPES DEVELOPED

1

SFO LOCATION ADDED

22%

SALES INCREASE

Klein’s Deli was founded in 1979 as a neighborhood haunt perched atop Potrero Hill. It quickly garnered a reputation for its California-style deli sandwiches and the enviable view of the city that it calls home. Over the years, Klein’s grew to become a gathering place for the local community and, ultimately, a San Francisco institution, serving up “good eats and neighborly service.” For several decades, Klein’s Deli proved to be the ultimate good neighbor. City dwellers could depend on Klein’s for their hearty sandwiches, fresh salads, and familiar faces.

So how does that beloved local restaurant double down on comfort and nostalgia when expanding to an airport, a destination defined by transience and turbulence? Klein’s Deli did what was only natural; they turned to their neighbor: TCE.

We knew Klein’s success would be defined by our ability to retain the soul of this San Francisco favorite, while appealing to visiting and returning travelers. We identified that the most common traveler pain points are timing anxiety and food quality concerns. So, we tasked ourselves with creating solutions for both.

We fully redesigned the restaurant’s layout with two essential functions in mind: craveable grab and gos and classic made-to-order deli favorites. Two queues and cashiers allowed hurried travelers quick bites and expedient service while guests wanting to enjoy a Klein’s signature sandwich could luxuriate in a familiar space.

By leveraging the model that we designed, each category was celebrated and streamlined, garnering a 25%+ sales increase while offering Klein’s the potential to expand its airport footprint. Klein’s Deli has since opened an additional location in the SFO Airport and has been acquired by Taste on the Fly. Klein’s is so successful that it’s one of the few airport concepts that is open and active during COVID-19.