Blamo! Cuttin it up with Uncle Paulie
Mar 9, 2026
Uncle Paulie James, chef and founder of Uncle Paulie’s Deli known for East Coast sandwiches and cult merch. He recounts launching the deli in LA, building community-focused hospitality, and how his merch went from uniforms to celeb sightings. Conversations touch on streetwear roots, The Bear cameo, Japanese denim love, and balancing family, routine, and growth.
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Keep The Menu Simple And Source Fresh Locally
- Keep menus simple and true to your roots while using high-quality local ingredients to elevate the product.
- Paulie sources fresh roasted turkey and roast beef weekly and daily-baked bread to create a premium but familiar sandwich.
Name Came From A Nickname And Built A Persona
- The Uncle Paulie's name came from John's wife suggesting Paulie's existing nickname; Paulie embraced being the face of the shop despite initial hesitation.
- His approachable counter presence and hospitality (learned from his mom) created loyal regulars within months.
Community And Hospitality Create Lasting Loyalty
- Community focus is the deli's differentiator: consistent events, donations, and neighborhood rapport build loyalty beyond food quality.
- Paulie organizes fundraisers, hospital events, and regular gatherings to keep the shop rooted in service.