Business: Ellie’s Deli
Address: 924 W. 75th St., Naperville
Phone/website: 630-355-3354; www.myelliesdeli.com
Owner: Bobby Sweiss, 40, of Naperville
Years in business: 13
What does your business do? “We serve the neighborhood with a unique style of food,” Bobby Sweiss said. “We are known for our Rueben. The Brazilian steak sandwich is phenomenal. We created a new version of the Philly cheesesteak. It’s not the thin slices. We throw some peppers in there and we add chunks of beef. It’s delicious.
“We took the idea of a deli and expanded on it. It’s not your typical ‘walk in and order a cold cut sandwich.’ There’s heart and soul in each sandwich. The Brazilian, the process of it is a day or two. … A lot of the sandwiches we make are not off the rack. … Our mayo we make from scratch. Our salad dressings.”
Is this a family business? “My mother, Margo, is the mastermind behind the ingredients. She’s our catering queen. … My dad, Bob, is the hands in the kitchen. … My sister and brother help too.”
What’s your philosophy? “If we don’t eat it, we don’t sell it,” Margo, 68, said.
“We have to love it before we even consider putting it on the menu,” Bobby added.
How big is your menu? “The menu now has over 80 sandwiches, variations of each sandwich,” Bobby said.
Any sandwiches did not make the cut? “We tried a pizza panini. It got complicated. People started ordering pizza on a sandwich,” Bobby said.
What should folks know? “We bake our own bread. Fresh bread. Bob does the baking,” Margo said.
What’s the background? “This business was around four years before us. … I wanted to have a business. It was that time in life, I wanted to get the next step going. We saw this as a beautiful opportunity. We’re happy,” Bobby said.
Is 75th Street a good location? “Beautiful. I spent a year looking for a new location. … We moved here eight years ago,” Bobby said.
What were you doing before? “I worked in sales in furniture. It wasn’t me. … I wanted to go in a whole different direction. We grew up around good food. It was such an easy decision.”
“I worked in bridal, but I always loved cooking and entertaining,” Margo said.
What about competition? “People love seeing who they see when they walk in,” Bobby said. “Seeing my dad in the kitchen is a relief for them because the last time they had (that sandwich), it was delicious. My mom being the greeter, she’s so warm. They fall in love with her personality. … The food is fantastic, but at the same time, it’s almost like they walk out feeling like family.
“We notice how many new customers walk in. It’s almost 50% are new. For us, it’s amazing. And they turn into returns.”
“To be honest with you,” Margo said, “what made us in the beginning were school kids. They’d come in, a safe haven after school. Of course, the parents wanted to know where they were.”
Where do you find ingredients? “All the grocery stores. Dad will only pick the veggies and meats that are top quality,” Bobby said.
How do you do that? “I look for the best every day, and I enjoy doing it every day,” Bob, 69, said. “That’s his playground,” Margo added.
How did you survive the pandemic? “COVID-19 really boosted our online presence. We were on the web. But when that hit, that’s the reason our website and online service took off. People discovered us simply searching for (take-out) food,” Bobby said.
Any favorite stories? “(Late Naperville) Mayor (George) Pradel used to be a regular. He’d hang out for hours. He loved us,” Bobby said.
“When I needed surgery, he said, ‘Why don’t you go get it and I’ll work here,’” Margo recalled.
“He is one of the best people I’ve ever known in Naperville,” Bob added.
Will you add a location? “I’m mulling it over. … To make a decision that significant it will have to be a full commitment, all hands on deck,” Bobby said.
When are you busiest? “Lunch, between 11:30 and 3 o’clock,” Bobby said. “We’re open Monday through Saturday, 11 to 6. Sunday 11 to 2.”
What’s it like working with family? “It’s nice,” Margo said.
“Kitchen disagreements are always going to be there. They never go away,” Bobby said with a laugh.
What’s your advice for someone starting a business? “Make sure you do your research. It’s important to know what you’re getting into. Talk to people in the industry. You have to have a target,” Bobby said.
“Honesty,” Margo added.
Steve Metsch is a freelance reporter for the Naperville Sun. If you know of a business you’d like to see profiled in Down to Business, contact him at metschmsfl@yahoo.com.
