CJ’s Deli keeps prices low, quality high in Burlingame

Kiniris said that he’s stayed in the restaurant business for more than 25 years because he loves the high-energy environment and personal connections. So CJ’s, a lively deli with a quick 10-minute drive from his family home in Burlingame, seemed like just the place to “set up shop and continue on with my restaurant aspirations.”

After purchasing the establishment, Kiniris slimmed the menu down to streamline the ordering process — but retained the well-loved staples.

“There were 60 items. Guests would walk in, first-timers … and [get] kind of overwhelmed by the menu,” he said. “So I changed the menu a little while back, dropped it down to about 15 signature items, the top items that have sold over the last 20 years. And then I added a few items, some fresh items that [have] really taken off.”

So what should a customer order at CJ’s? Kiniris said that the number one — the Chicken Lickin’ with chicken, bacon, tomato and avocado — and the number two, the Ciao Bella with roasted chicken and portobello mushrooms, are popular options.

But if that isn’t up your alley, CJ’s is happy to customize.

“I think what separates us from other delis, in this area at least, is that our guests feel comfortable ordering whatever they feel like they want, to make it how they want,” Kiniris said.

Burlingame resident and loyal CJ’s customer Nadim Yehia personally recommends the tuna melt or grilled cheese, but said that customers should go before closing time because CJ’s is so popular they can run out of bread.

“It’s a good sandwich at an affordable price,” he said. “You can get a sandwich at the price it used to be.”

Set sandwich menu prices range from $9.99 to $10.99, but customized sandwiches might vary.

Six-year CJ’s employee Maria Bavila also likes the tuna, which is made fresh every one to two days. And she said she’s stayed in the job so long for the same reason she believes CJ’s attracts loyal repeat customers — the people.

“The people definitely,” she said. “I’m gonna tell you that I like the area. My boss is a really good boss. That’s what kept me here for so long.”

Kiniris also emphasized the importance of staff-customer relationships as a key to successful business.

“Maria, for instance, will remember guests’ names, their sandwiches the second they walk in, and it’s simple things, but guests really appreciate that,” he said. “Or you get to know them, and you get to ask about their families and what they’re doing, and what they want to know about you.”

Aside from a customer service experience where guests feel “connected and where they feel noticed,” Kiniris said that staying true to the business model is also an integral secret to restaurant success.

“You have to be genuine about what you’re providing to the guests, have their have their concerns in mind whenever you’re dealing with them,” he said. “You can’t just try to impose ... your thoughts or your desires … you have to stay true to what you provide for the guests. That’s my secret to a long, long-term success.”

While the COVID-19 pandemic was a rough patch for CJ’s, Kiniris said that the support from the community and city allowed them to adjust to distanced service. Now that things are mostly back to normal, he’s looking to the future.

“I’m looking now to take this to another level as well. In the future, you might see a similar menu, but with some tweaks here and there, I might offer something different, some additions that I think the community would be appreciative of,” he said.