2025: A Year in Review — Our First Year Owning the Deli
How Our First Year Unfolded
If you had told us a year ago what 2025 would look like, we probably would’ve laughed, panicked a little, and then jumped in anyway. This was our very first year owning Executive Deli & Cafe — a year of learning, experimenting, and discovering that a deli can hold far more chaos, laughter, and learning curves than we ever expected.
We walked into this year with hope, grit, and a willingness to figure things out as we went. What we didn’t expect was how much this place would change us, how much we’d grow, and how many stories we’d collect along the way — from new menu creations to a long California‑to‑Washington trek with an overly curious cat.
Here’s the story of our first year behind the counter in Mission Valley, San Diego.
Learning the Rhythm of the Deli
Owning a deli is a crash course in everything — food, systems, customer service, equipment, timing, and patience. We spent much of 2025 learning the flow of the San Diego lunch crowd, building structure where there wasn’t any, and slowly shaping the deli into something that feels like “us.”
What We Added This Year
We didn’t just maintain the deli — we expanded it.
improved and expanded our soups and lunch specials
added a larger variety of snacks and drinks
bought new beverage refrigerators
introduced smoothies, ice cream bars, and soft serve
launched a full grab‑and‑go section for busy Mission Valley workers
simplified our online menu through Clover
repainted and redecorated
upgraded to digital menus
Every change made the deli more welcoming, more efficient, and more fun to run — especially for our Hotel Circle neighbors and regulars who stop in for a quick lunch.
How Our Menu Evolved
Looking back at our 2025 soups and specials calendar is like watching our growth happen in real time. In January, our menu was simple and familiar. By fall, we were running global flavors, seasonal bowls, new sandwiches, vegetarian options, and more adventurous soups than we ever imagined. It’s amazing to see how much more confident and creative we became as the year went on.
Standout Soups & Specials of 2025
Throughout the year, a handful of soups and specials really made an impression — on us, on our customers, or both. Some became fast favorites, and others were fun experiments we loved trying out. These dishes helped shape our reputation as a go‑to lunch spot in Mission Valley:
Egg Drop Soup — our most‑requested soup of the entire year
Roasted Poblano Corn Chowder — creamy, comforting, and always in demand
Jalapeño Popper Chili — rich, spicy, and bold
Chimichurri Bliss Ciabatta — bright, bold, and packed with flavor
Thai Red Curry Meatballs — a fusion dish that is oh‑so‑good
Harvest Bowl — a fresh, seasonal favorite that earned a lot of compliments
Pickleradish Sub — tangy, crunchy, slightly spicy, and a surprise hit (even for me, a former horseradish skeptic)
Creamy Tomato Basil Meatballs — cozy, comforting, and amazing
And of course, our Tomato Basil Soup & Grilled Cheese remained the steady classic that people came back for week after week — easily one of the most loved comfort‑food lunches in San Diego.
Arianna’s Wedding — Perfect Timing
One of the biggest blessings of the year was the timing of Arianna’s wedding on December 27th. It landed right in the slowest part of the deli season, giving us space to breathe, celebrate, and be fully present. Watching her marry Ryan was a bright, beautiful pause at the end of a whirlwind year — a reminder of why we work so hard and what truly matters. We’ll certainly miss her, but we’re also excited to see her and Ryan start this new chapter in their lives.
Ollie’s Big Adventure
And then there was Ollie.
Our fluffy, dramatic, deeply curious cat traveled with us to Washington so he could move into his new home with Arianna and Ryan. He handled the trip like a seasoned traveler — inspecting hotel rooms, supervising luggage, hopping out of the car to stretch, explore, and get his picture taken. Everyone he met knew immediately that he was the star of the show.
Our Favorite Parts of the Year
Chris’s Favorite Moments
For Chris, the highlight of the year was the people — getting to know our regulars, learning their stories, and building relationships one sandwich at a time. He also loved experimenting with new foods and discovering new favorites along the way.
Natalie’s Favorite Moments
For me, the best part was the end‑of‑day conversations — when the rush slows, the line clears, and I finally get to step out front. Hearing feedback, chatting with customers, and seeing familiar faces became some of my favorite moments of the year.
And yes… getting the coffee bar going is high on my personal wish list. I need it just as much as anyone.
Our Wish List for 2026
As we head into our second year, we’re dreaming bigger and planning smarter. Here’s what we hope to bring to the deli in 2026:
launch the coffee bar
expand the smoothies menu
grow the soft serve dessert menu
experiment with new foods
add customer‑requested items to the menu full‑time
improve our exterior visibility with better signage and advertising
create paper menus and brochures for nearby offices and hotels
reach more of the neighboring community
hire 1–2 more team members to support the growing workload
Looking Ahead
2025 stretched us, taught us, and shaped us. It was exhausting, exciting, overwhelming, and rewarding — sometimes all in the same day. But we wouldn’t trade it.
Thank you for being part of our first year. For showing up, for supporting us, for cheering us on, and for letting our family become part of your routine.
Here’s to 2026 — more food, more growth, more community, and more stories worth telling.
Keep Reading
Want to know what led us to take over the deli?
In Part Two of our story, we share the leap of faith, answered prayers, and vision that keep us going — even on the hard days.
Our Day-to-Day Stewardship
Read: Waste Not, Welcome More — Our Partnership with Too Good To Go
Next in the Series
Read: Part Four: Chris’s Parents & Banana Bread — The quiet support and sweet legacy that show up twice a week (coming next)