Sandwich Sandwich: The family business on the path to being a national brand

When the credit crunch hit in 2008, Nick Kleiner’s fine dining restaurant in Cotham, Bristol, struggled. Forced to find other revenue streams, Nick and his wife started selling sandwiches in a small kiosk next door. This began a growth story that has seen Sandwich Sandwich gain national attention. The brand now has big plans for expansion and HSBC UK is supporting the business every step of the way.

Bristol and beyond

The first Sandwich Sandwich shop was opened in the centre of Bristol in 2012. “Next to our restaurant was a little tiny half shop that was so small, it was almost unlettable,” recalls Nick. “We took it and began selling some really nice sandwiches; that’s where it all began.”

Its popularity led to three further sites being opened across the city. Then in 2016, Nick's son, Josh, joined the business, spearheading their social media efforts. The result was the creation of their distinctive "cross-section big sandwich", which rapidly increased brand recognition in Bristol and beyond.

While the impact of COVID-19 meant the business had to adapt and diversify, its subsequent partnership with Uber Eats for home delivery culminated in Sandwich Sandwich winning the Uber Eats Restaurant of the Year award in November 2023. This, alongside moving to a showcase space in the centre of Bristol, was a pivotal moment. The restaurant went viral on social media, there was national press coverage, celebrity chefs visited, and the brand had more social media followers than other household sandwich names. It was the springboard to expand into London. But how to fund that ambition?

Funding the leap to London

HSBC UK Relationship Manager Seb Rosengren approached Josh in mid-2023. While Sandwich Sandwich already had a long-term banking relationship with HSBC UK, Seb wanted to help the business move to its next phase of expansion.

Nick and his brother Richard, an investor and corporate finance expert, were looking at options to fund their expansion plans and spoke to Seb to see how HSBC UK could help.

“Seb came to see us, and he was really keen to be part of the expansion. He came along at such a great time for us. He is from the area, he’s a big fan of ours, and we’re a big fan of his,” says Nick.

To fund the initial site in Gresham Street in the City of London, Seb identified that the UK Government’s Growth Guarantee Scheme was the best fit for the business. These loans are designed to support viable businesses that lack traditional security, particularly in sectors like hospitality. HSBC UK takes a 70% guarantee from the government, allowing the bank to fund businesses that have ‘stretching’ growth plans and periods of temporary loss-making due to expansion costs.

“This is a great example of what this kind of financing should be used for. It is focused on enabling growth and supporting the stretch, while giving the bank a bit more comfort,” Seb notes.

Backing the brand

Sandwich Sandwich in Gresham Street opened in 2024 and was an instant hit. As Nick puts it: “We were a Bristol company, no footprint in London whatsoever. We had 200 people queuing on day one. It was honestly overwhelming.”

The brand has since opened a second location in London and is preparing to open its first West End site, both supported by HSBC UK funding. The new Tottenham Court Road restaurant is a big shift from the more predictable traffic of office workers but is a testament to Sandwich Sandwich’s belief in its product and brand.

“There's always risk in expansion,” says Nick. “You don't want to run out of money. Site selection is so important. There are lots of pitfalls and banana skins along the way. But we believe that our product will cut through the noise.”

As the business grows, the solutions HSBC UK provide are evolving with the company, from providing digital payroll capabilities, to franchise expertise and alternative financing options. And throughout this journey, Seb continues to support the business.

“Having someone like Seb is so important to us because he gets us, he believes in us, and he will be the first person to come to us and say: ‘Nick, we need to move from this to this now.’ And that's all you could want from a banking partner.”

Nick’s tips for business growth

1. Adapt and diversify in challenging times
   When faced with macroeconomic challenges, find new revenue streams and ways to adapt to market demands.
2. Leverage social media for brand recognition
   A strong social media presence can boost brand visibility – especially in a highly visual sector like hospitality. Our "cross-section big sandwich" campaign helped us gain recognition beyond our local market, leading to national attention and increased customer engagement.
3. Build strong relationships with financial partners
   Having a supportive banking partner who understands your business and offers tailored solutions that might work for you – such as government schemes – can help you fund your expansion plans effectively.
4. Strategically plan for expansion
   Expanding into new markets requires careful planning and risk management, such as site selection, financial planning, and understanding the target audience. Our move into London followed a well thought out business plan and our belief in the product.

Lending is subject to status. Eligibility criteria and T&Cs apply