When David Kubach opened a new deli on Park Avenue in Madison around the beginning of May, his marketing strategy involved about $1,000 worth of sandwiches.
He made about 20 sandwich platters and brought them to businesses in the area with menus.
Since then his new venture, Mimi's Deli has a steady stream of customers who come for hot and cold sandwiches and daily specials.
Kubach said he operates the deli—which gets its name from his fiancee, Mary Santacross', nickname—with the premise that the deli should be run the way he likes the delis he visits to be run. And that involves fresh and local food.
Mimi's uses Thumann's meats and gets its bread from Zizza's in Florham Park and coffee from TM Ward in Chatham, Kubach said.
Kubach renovated the building at 114 Park Ave. over the course of a couple of months after he bought the location, formerly Neil's Deli.
He said he wanted a "neighborhood place with good food and drinks."
Kubach previously ran a deli in Boca Raton, Fla. The deli is his second Madison-based business. He also owns DK Tree Experts.