Local Pour - Fitzroy Deli, Auckland CBD

If you work in Auckland’s CBD, chances are you already know Fitzroy Deli. It’s the sandwich deli people talk about when they’re short on time but not willing to compromise on quality. 

Freshly made, high-end sandwiches are the headline, built to order and designed for busy city days. The space moves quickly, the service is warm and familiar, and everything about it feels intentional without being overworked. 

Fitzroy Deli is owned by Scott Kennedy, a Melbourne-trained hospitality operator with more than fifteen years of experience across cafés, restaurants, and coffee roasting. That background shows up in the details, a tight menu, clear decisions, and an approach built around what actually works in a CBD setting. 

“I spent about 15 years in Melbourne in the industry,” Scott says. “Mostly cafés and restaurants, but I also did some roasting too.” 

Finding a gap in the Auckland CBD

The CBD isn’t always an obvious place to talk about community, and Scott is quick to call that out. But what it does offer is rhythm. Predictable flows of people, tight lunch breaks, and a demand for quality without fuss.

“I noticed a bit of a gap in Auckland for sandwich delis,” he explains. “New Zealand has a massive culture around sandwiches in display cabinets, but I really wanted to focus on freshly made, high-end product.”

Fitzroy Deli was built around that idea. A place that respects people’s time without cutting corners on what ends up in their hands.

What to expect when you walk in

Spend five minutes inside Fitzroy Deli and you’ll see the pattern. Orders move quickly, names get remembered, and there’s a steady hum of regulars who know exactly what they’re there for.

“Very friendly service,” Scott says. “Our crew get to know your name pretty quick. Everything’s speedy too, we mostly service business people who are on a quick break.”

And if there’s one thing Scott wants Fitzroy Deli to be known for, there’s no hesitation.

“Sandwiches,”

Staying strong, while staying flexible

Like any good café operator, Scott holds a clear vision but continues to evolve this idea as the area does, adjusting the offer while staying true to its core.

“You always have an idea of what things will look like,” he says. “You should stay strong on that, but you also need to evolve and pivot a little as well.”

Choosing The Alternative

When it comes to plant-based milk, Scott’s approach is refreshingly straightforward. 

“I blind taste all our milks with our brew and rank them. Then I look at the pricing and see what’s right for us.” 

Performance and taste matters here at The Alternative Dairy Co.  

One last question

We couldn’t let Scott go without throwing in a curveball. If he could sit down for a brew with anyone in history, who would it be? 

“Kurt Cobain,” he says after a pause. “I’m sure that dude has some hectic stories to tell, and I’ve always loved his music.” 

Fitzroy Deli is a reminder that good hospitality needs to be thoughtful, consistent, and genuinely tuned into the people it serves. Whether you’re there for a sandwich, a latte, or a quick moment of familiarity in the middle of a busy day, it’s a place that knows exactly what it’s doing. 

Make sure if you’re in the area to drop by!