San San solves sandwich problem
The creative sandwich bar is as much about the experience as it is about the food.
Jade Massaad created sandwich startup San San out of frustration, having struggled to find a great sandwich in Sydney.
“We tried a few good ones around Sydney, but they always kind of fell short for us,” the entrepreneur, who founded the company with his brother and sister-in-law in 2019, told QSR Media. “Some were soggy, and some just made you feel a bit heavy after eating it.”
Determined to change that, the trio launched San San to fill the gap between cheap, underwhelming sandwiches and expensive, high-quality ones.
They chose their first branch in Revesby with the local community in mind. “We wanted to cater to the locals and give them something that they’ll love and be proud of,” Massaad said via Zoom.
The trio’s combined expertise—Massaad in marketing, her brother in food development, and her sister-in-law in staffing and operations—gave them an edge. More importantly, they wanted to build a creative sandwich bar that is as much about the experience as it is about the food.
“You come for the good food, but you stay for the vibe,” Massaad said. “We’ve got our own San San playlist. Our sandwich artists are making sandwiches right in front of you.”
He said each sandwich’s flavour combinations are carefully considered, a process that takes about six months. “We’ve got ingredients like double-crunch chips, sweet jams, our speciality, house-made sauce, and even our house-made desserts, and that kind of gives us that point of difference.”
Whilst many food startups are chasing artificial intelligence, automation, and ghost kitchens, San San is taking an old-school approach—hype and branding.
“We’ve put our money where it matters—branding and marketing,” Massaad said. “If no one knows about you, you don’t exist. Our following has grown organically because people love the brand, not just the food.”
San San’s menu features items such as Spicy Salami ($18), Mortadella ($19), San San Deli ($21), and OG Schnitty ($21). For their pizzas, pastries, and cakes, the brand offers items such as Hot Honey Pepperoni Pizza Slice ($12), San San Salad ($19), and Deli Plate ($20).
With demand skyrocketing, expansion is on the table. Whilst franchising isn’t on the cards yet, a second store by year’s end and possibly a third soon after are in the works.
“We have a few suburbs in mind, ones with high catchments, high residential, and high commercial,” she said. “So right now, we are still kind of scoping out a few locations.”
San San does not stop at sandwiches. Limited-edition drops, including Korean fried chicken and a modern Banh Mi twist, are in the pipeline, tapping into two of Australia’s most beloved food trends.
“There’s a massive gap between sit-down restaurants and fast food,” Massaad said. “People want affordable, high-quality food in a cool space—that’s exactly what we’re giving them.”
