New Business Week: Primo’s Deli

Celebrating New Business Week:

Discover Primo’s Deli: A Neighborhood Gem in the West End

As part of New Business Week, we’re highlighting exciting new ventures that bring something special to the community. Primo’s Deli is one of those businesses, offering delicious, handcrafted sandwiches in a welcoming neighborhood setting. If you haven’t been yet, now is the perfect time to stop by and see what makes this local gem special.

A Dream Turned Reality

Primo’s Deli isn’t just another sandwich shop, it’s a passion project brought to life by three dedicated owners. Mischa Decter, one of the co-owners, has worked in the food industry since he was 15, always dreaming of owning his own restaurant. That dream started as a catering pop-up and later found a home at Goodwill Social Club before finally landing its permanent spot at 686 Portage Avenue in June 2024.

The vision? To create a casual, neighborhood deli where the flavors of Jewish and Italian culinary traditions meet, honoring the backgrounds of its founders. “I grew up in Wolseley and River Height and live in the West End, so I was really interested in bringing a nice neighbourhood spot to the West End,” said Decter.

What Sets Primo’s Apart?

At Primo’s, every detail is deliberate. From house-braised brisket to sandwiches inspired by childhood nostalgia, the menu is built with passion and personal history. The owners aren’t looking to franchise or expand into a chain, they’re focused on quality over quantity, ensuring every dish gets the care and attention it deserves.

Must-Try Menu Items

Not sure what to order on your first visit? Let Mischa guide you:

• The Randy Newman – The flagship sandwich, featuring brisket braised in-house, Swiss cheese, mustard, and tahini slaw. It’s their most popular item and a must-try for first timers.
• The Ray Romano – A mortadella sandwich with a personal touch. Inspired by Mischa’s childhood lunches, it’s his take on the classic mortadella, mayo, and mustard sandwich. Elevated, of course.

Rooted in the Community

For Mischa and the team, Primo’s is more than just a restaurant, it’s a reflection of the West End’s vibrant community. Many of their customers live or work nearby and we’re looking for a new lunch spot.

“We know the people around here, we know the community, and we know what people want. For us, it was about filling a hole that we saw in the community” said Decter.

Primo’s isn’t just a place to grab a sandwich—it’s a place to connect, reminisce, and enjoy great food made with care.

“Uncle Abi” Sandwich – Lots Of Salami, Provolone, Spicy Mayo, Marinated Eggplant, Iceberg, Red Onion, Sub Sauce

Giveaway Contest

Enter the contest for a chance a gift basket of artisan West End items.  Visit any of the participating businesses and submit your entry. Each participating business has a draw box where you can enter your name for a chance to win! No purchase is necessary; for full contest details, please click here. 

Participating Businesses

• Balmoral Health Clinic at 555 Balmoral Street (Open Monday to Friday) 
• Primo’s Deli at 686 Portage Avenue, #100-B (Open Monday to Saturday) 
• Faspa Catering & Food Market at 1316 Portage Avenue (Open Monday to Friday)
• Battle 204 at 850 Erin Street (Open Monday to Friday) 
• King Cob Market Pub at 540 Ellice Avenue (Open Tuesday to Saturday) 

Age requirement: you have to be 18 or older to participate.

Contest running period: The contest will run from April 7th to 11th. You can visit the participating businesses anytime between these dates. The operating hours will vary for each business, so plan accordingly.

Winner Announcement: The winners will be announced on April 14th and contacted through the provided phone number and/or email address on the card.