Behind the counter at Chalkboard Deli, 1146 Garnet Ave., Suite A, hangs a long chalkboard listing two dozen sandwiches, salads and smoothies.
But on Tuesday, April 1, the prices of the nine sandwiches that were on the original menu will be erased and replaced with their 1996 equivalents in honor of the deli’s 12th anniversary.
The nine original sandwiches, all named for famous people or characters with a clever connection to the fixings, will be priced between $3.50 and $4 that day.
Phyllis and Bill Thomson, partners in the deli and in marriage, have a lot to celebrate, since this year also marks their 20th wedding anniversary.
Bill, a native San Diegan, met Phyllis when she lived next door to him in Mission Beach after growing up in Dallas-Fort Worth. They married in 1988 and still live in Mission Beach. When they decided to pair Phyllis’s background in business with Bill’s retail management experience, they could see the handwriting on the chalkboard.
“I wanted to be in charge of my own destiny,” Bill said.
Phyllis runs the front counter and Bill makes the sandwiches. “It’s worked out fine ” you stay on that side, and I’ll stay on this side,” Phyllis laughed. “We wanted to keep it small, so it was just us.”
“Let’s just say that on my days off, I can play as much golf as I want,” Bill smiled. And both enjoy riding their bikes to work.
The deli has added 14 more sandwiches, salads, smoothies and freshly squeezed juices to the menu over the years, but the major change was when the couple decided to serve Boar’s Head meat after the first year.
“Boar’s Head is what all the New York delis use,” Phyllis said.
They began offering Boar’s Head turkey and added more meats, cheeses, pickles and mustard according to customer demand.
“Once we went healthy, there wasn’t any turning back. People will come in here just because we have that,” she said.
Almost on cue, Chris Waldron from Pacific Beach and Danielle Knoff from New York came in for sandwiches.
“Sure, I know Boar’s Head ” don’t they have that out here?” Knoff asked.
Another first-time visitor was Jordan Ivanov, a Rancho Bernardo resident.
“I need a big healthy sandwich,” he told Phyllis. Ivanov chose the deli because it was casual, local and had a lot of healthy ingredients.
Occasionally the deli will have contests to name new sandwiches. “Fidel Castro” won for the No. 17 ” “Salsalito” turkey breast marinated and cooked in salsa. The newest addition is the No. 21 Donald Trump”because he knows how to bring home the bacon, lettuce and apparently the tomato as well.
“This is a lot more healthy than bar food; it’s real food,” said Larry Rafou, who came in on his lunch break. He chose the No. 2 “Trevor Hoffman,” made with ham, turkey, roast beef and cheese.
Hoffman visited the deli on a thrilling day for the Thomsons, who are loyal San Diego Padres baseball fans. They also offer a home plate of “Tony Gwynn,” with Boar’s Head choice roast beef.
“My husband thinks that sandwich is top-notch, and so is Tony,” Phyllis said.
The No. 11 chicken salad, made from scratch by Bill, was named for Ted Giannoulas, the San Diego Chicken sports entertainer who appeared at countless Padres games.
Although he has yet to name a sandwich, Robert Hodges, a Pacific Beach resident for 32 years, is a big fan of the deli. “I come here more than anywhere else, sometimes three times a week, sometimes twice a month,” Hodges said. “All of their sandwiches are great.”
Although tourists do visit the deli, Phyllis said the shop’s survival depends on local residents and customers from surrounding businesses.
“During the week, a lot of businesses call in orders for their whole shop,” Bill said.
Phyllis said she and Bill enjoy meeting young people, either locals or visitors.
“The kids are so well-mannered and courteous,” she said. “One day, somebody left their wallet on the deck outside, and someone turned it in. These are honest and kind people.”
And those customers, regulars and visitors, are the reason the past 12 years have gone by quickly, according to Phyllis.
“We originally said we were just going to do a five-year plan. But the people make it worth it.”
Chalkboard Deli is now open summer hours, Tuesdays through Saturdays, from 11 a.m. to 5 p.m. For more information, call (858) 274-8819.