In 1986 James used his knowledge, ability and passion for
good food to launch his first sandwich shop in a suburb
of Birmingham. His reputation for providing the finest quality,
freshest, distinctive and best presented sandwiches soon
spread and customers came from far and wide to sample his
sandwiches. In 1991 James' innovative approach was recognised
and rewarded with the accolade of runner-up in the prestigious
Volvic Perrier Sandwich of the Year competition.