About Us


Adam Fleischman is back after reimagining burgers (Umami), pizza (800 Degrees), coffee (Cold Cocked Coffee Co.). This time, he and his famous eating partner, Jeffrey Merrihue, who gained notoriety for his XtremeFoodies.com network and the only man to have dined at all of the world’s 50 best restaurants since 2010, have teamed up with award-winning Roman Chef Barbara Pollastrini to reinvent the classic Italian Hero, a sandwich which hasn’t changed since it was invented over 100 years ago.

Heroic Deli will combine the finest imported Italian Salumi, Prosciutto, Mortadella, other premium cuts and cheeses with the freshest local California produce and serve them on warm, freshly baked bread to provide a next-level sandwich experience for adventurous eaters. Signature menu items will include the O.M.G., a classic hero made with imported Italian meats and cheeses with gourmet giardiniere and served on light, crusty bread, QUISISANA with house-made pesto and market fresh tomatoes as well as a re-invented version of avocado toast served on crunchy polenta instead of bread. The deli will also feature other craveable items with extreme flavor such as SMOKED MOZZARELLA-STUFFED POTATO FRIES and offer limited-edition specials like THE MILLIONAIRE with salmon, crème fraiche, saffron aioli and caviar. House-made condiments like giardiniere, Calabrian chile, truffle mayo, and pesto will be made fresh and be available for purchase in store.