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The next time you want to grab a sandwich or healthy lunch, consider Hidden Deli, one of Poway’s newest eateries, located in the Stein Mart center.

The wide variety of sandwiches feature top-quality Boar’s Head meats and cheeses and are all cleverly named after popular movies and TV shows.

The “New York, New York” sub includes five different Italian cold cuts. The “Police Academy” is a traditional BLT (bacon, lettuce, and tomato). The “Rocky” features slow-roasted tri-tip beef, and “The Godfather” offers roast beef, salami, pepperoni, mortadella and smoked turkey.

All of Hidden Deli’s sandwiches include a hefty 5-to-6-ounce portion of meat, with the exception of the “Braveheart,” which features a half-pound of pastrami plus jalapenos, tomato, and horseradish cheese.

In addition to sandwiches, Hidden Deli’s menu of over two dozen items includes wraps, gourmet salads and homemade soups. The deli also makes it own sweet potato chips.

“We offer a different taste,” said Hidden Deli owner Bret Geernaert, noting the food’s high quality and nutrition and freshness. As an example, spring mix with arugula and spinach is used in sandwiches, rather than iceberg lettuce.

The menu also has a “Build Your Own” option, where customers can completely customize the sandwich — bread, meats, cheeses, vegetables, and unique spreads. Geernaert even invites customers to suggest creative combinations, which can be selected as a special sandwich offered monthly.
“We tell people if you have an idea for a sandwich, we’ll name it after you,” Geernaert said, noting a regular customer recently suggested a meatloaf sandwich. Hidden Deli will soon feature one with homemade meatloaf and garlic mashed potatoes.

Hidden Deli has a dining room that seats 30 and outdoor patio seating for 15.

In addition to high quality, Hidden Deli’s goal is to provide personal and friendly service. The owner said he and his employees talk to every customer and try to get to know everyone.

“My goal is to have myself and my staff know everybody by name,” Geernaert said.

Geernaert isn’t a stranger to the restaurant business. He operated Giovanni’s Firehouse Pizza in Carmel Mountain Ranch for six years until September 2010, serving pizza, sandwiches, pastas and salads and preparing lunches for local private schools. The lease expired for Giovanni’s, and he decided to move out of the high-rent area to open Hidden Deli in December.

Geernaert, a longtime resident of Poway and Carmel Mountain Ranch, continues to provide school lunches, including for Maranatha Christian School in 4S Ranch and St. Michael’s School in Poway, using organic fruits and vegetables. Hidden Deli donated 20 percent of its gross receipts in a Jan. 27 fundraiser to Garden Road Elementary School in Poway. The deli plans to do more fundraisers for two other local elementary schools.

“For us, it’s important to donate back to the schools because times are lean right now, and we’d like to try to help as much as possible,” said Geernaert.

Hidden Deli caters parties ranging from 20 to 8,000 people. Not limited to sandwiches, recent catering events have included high-end cuisine such as prosciutto-wrapped asparagus, fruit kebobs, and lemon chicken piccata.

The deli is open Mondays through Saturdays 10:30 a.m. to 5 p.m. In March, the deli will expand to breakfast, offering burritos, sandwiches, coffee and homemade muffins.


We’ll cater all types of events! From Office lunch to Wedding, you name it and we’ll take care of it!



(858) 513-0140
Fax: (858) 513-0160



*CO² results were derived from estimated gallons of oil provided by the restaurant that can be recycled in to B100 fuel; or estimated fuel consumption by the company. Emissions are compared to Diesel #2 fuel and are based off EPA's life cycle analysis. Engine year/type may cause variation in results.

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