Today we’d like to introduce you to Rob Zilla.
Rob, can you briefly walk us through your story – how you started and how you got to where you are today.
I grew up in a sandwich shop. My parents owned a grocery store with a deli counter in University Heights, and growing up I swore I’d do anything BUT that for a living. In school, I studied communications and dove into a radio career that started at Channel 933 in the late 1990’s. I was part of the team that launched Wired 96.5 in Philadelphia in 2003, then came back to San Diego the next year as the Promotions and Marketing Director of Z90 and Magic 92.5 until 2009. Then the economy imploded. Then I was diagnosed with lung cancer. Survival mode kicked in, and I needed something to focus my energy on. Somehow I convinced my parents to come out of semi-retirement and the three of us opened Crossroads Deli in March of 2012. Somewhere in all of that, I managed to launch a locker-based dry cleaning and laundry company called SoapBox, and I’m still on the air here in San Diego (you can find me on the weekends and fill in on Sunny 98.1 and KYXY 96.5)
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I think every family business has its challenges. Where does one draw the line between family and business? Luckily, over the years, my Mom, Dad, and I have learned to play to each other’s strengths in how we function operationally, and it works.
Please tell us about your business.
We’re the real deal mom & pop sandwich shop. A simple menu, fresh ingredients, food made with love. My 73 year old dad, Al, makes every sandwich we put out. My mom, Nelly, is the heart and soul of the kitchen. (Me, I focus on the boring operational stuff.)
Ultimately, every sandwich shop is trying to sell you meat, cheese, and vegetables between a couple of slices of bread. Nobody is reinventing the wheel over here. We just happen to be passionate about great sandwiches, and we hope it shows.
So, what’s next? Any big plans?
You never know what the future may hold, but right now we’re just loving the fact that we get to welcome San Diegans into our family one sandwich at a time.
Contact Info:
- Address: Crossroads Deli
9085 Judicial Drive
Suite 100
San Diego, CA 92122 - Website: www.crossroadsdeli.com
- Phone: 858-458-0921
- Email: crossroadsdelisd@gmail.com
- Instagram: crossroadsdelisd
- Facebook: crossroadsdelisd
- Twitter: LJXDeli
- Yelp: https://www.yelp.com/biz/crossroads-deli-san-diego-3
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