“If you’re not having fun, you’re doing something wrong!” – uncover the evolution of Groucho’s Deli
Embedded in hard work, perseverance, and a passion for great food, family-owned Groucho’s Deli’s journey (Groucho’s) is a true American success story. Founded by Harold Miller in 1941, the business was established under the premise that a deli should be more than just food – it should also be a community hub. A much-loved character in his community, Harrold Miller – who was often compared to the late comedian, Groucho Marx – opened his first sandwich shop in Columbia, South Carolina, and it took the neighborhood by storm. Since then, the ‘Groucho’s Deli’ name has become synonymous with bold flavors and community spirit. Today, the company continues to channel Miller’s personality and charm, remaining committed to empowering its local communities across its markets and franchises.
Next year, Groucho’s will celebrate its 85th anniversary – a milestone that reflects its continued innovation and excellence. In honor of the upcoming anniversary,
Food Chain sits down with Deric Rosebaum, President of Groucho’s, and Bruce Miller, Franchisor and also Harold’s grandson, to learn more about how the company has evolved over the years and what its next chapter may hold. Bruce begins our conversation by sharing insight into what makes Groucho’s’ menu so special.
“Our menu is a balance of classics and Groucho’s originals. Signature, trademarked items like the Apollo® Dipper, the STP® Dipper, and My Wife’s Salad, paired with our legendary Formula 45® sauce, have been fan favorites for generations,” Bruce enthuses. Deric elaborates: “But what makes us different isn’t just the food: it’s the culture and the legacy behind it. For more than 80 years, we’ve stayed true to what works: quality ingredients, consistency, and keeping it simple – no gimmicks, no shortcuts, just hearty, dependable food. We like to say we’re the meat-and-potatoes of the deli business, and that’s exactly why guests don’t just come for a sandwich; they come for the Groucho’s experience that’s stood the test of time.”
Quality, flavor and freshness
As Bruce describes, Groucho’s food philosophy is centered around three things: quality, flavor and freshness. Since its inception, the company has prided itself on using fresh proteins – never frozen and never pre-cut, free from soy byproducts and fillers. Each dish, from its specialty sandwiches and subs to its healthy salads, is prepared daily to ensure that its customers only receive the highest standards of freshness and deliciousness, making Groucho’s a great choice for lunch, dinner, and beyond. Deric and Bruce reveal their personal favorites.
“I love the Slaw Reuben — it’s hearty, bold, and a true Groucho’s classic,” Deric says. “And if I’m looking for something lighter, I’ll go with the Arcadian Chicken Salad, with house-made Danish Bleu Cheese, of course.”
Bruce’s dish of choice ties back to fond memories, highlighting Groucho’s familial legacy: “I have always enjoyed our iconic STP® Dipper. Not only is it a hot blend of premium roast beef, turkey, bacon, and Swiss, served with Groucho’s Famous 45® Sauce, but it was a family collaboration between my father and grandfather. We ate this delicious soft sub creation on holidays and family events.”
Technology integration
Whilst keeping its traditional values close to its heart, Groucho’s adaptability has helped it to evolve and modernize with the changing market. Today, technology forms a key part of Groucho’s DNA, allowing it to provide an even better experience for its customers, drive greater operational efficiency for its teams, and further augment its brand personality.
“Technology isn’t just a tool for operations anymore – it’s the central nervous system of the business. In restaurants and franchise systems, it drives guest experience, operational efficiency, and scalability, enabling scalable growth across the franchise system. Sandwiches might feed people, but technology feeds the system that delivers consistency, speed, and personalization at scale,” Deric elaborates.
Perhaps Groucho’s most significant, recent technological innovation is its Unified Commerce Ecosystem, which is powered by a Universal Omni-Channel Menu. Ensuring consistency in products and pricing across its multiple channels and third-party marketplaces, the system allows Groucho’s to update its menu items and prices in real time, which builds greater efficiency and trust amongst its guests and franchisees. Such innovations also build a seamless customer experience where guests can make digital orders, redeem their loyalty points, and become fully immersed in the Groucho’s experience.
“By connecting ordering, payments, loyalty, and gift cards through a unified commerce stack (Square as the hub and source of truth), you get more than just a transaction; you get actionable intelligence from the contextual data. But the linchpin here is a Universal Omni-Channel Menu. Without it, your ecosystem fragments – digital channels drift from in-store boards, third-party menus show outdated pricing, and loyalty campaigns fail when the item names don’t align,” Deric explains.
“Online and app-based ordering remain critical. The key isn’t just the ordering flow, but how well it integrates into the broader system. Smooth handoff to the kitchen, synced menu updates, and loyalty recognition all make sure the digital guest feels as valued as the in-store.”
Additionally, the Unified Commerce System will provide in-depth insights on customer communications and consumer trends, which will help to revolutionize Groucho’s analytics recording and personalized marketing initiatives.
“Where things really get interesting is layering in Bikky as a Customer Data Platform (CDP). Bikky stitches together guest interactions across touchpoints, whether that’s an in-app order, a walk-in sandwich redemption, or a catering inquiry, and creates a single view of the guest,” Deric continues. “With unified data flowing through Square’s API’s enriched by Bikky, personalization becomes scalable. Marketing automation ensures the right message hits the right guest at the right time without extra lift for operators. Think automated win-back campaigns for lapsed guests and tailored offers for loyalty members based on redemption patterns.
“Tech isn’t the back office anymore. It’s the brand engine. The combination of a unified commerce stack, integrated ordering, and CDP-driven personalization turns every guest touchpoint into a growth opportunity for both franchisees and the system. We walk a fine line: we’re old-school enough to celebrate scratch-made favorites from 1941, but forward-thinking enough to invest in digital infrastructure, social storytelling, and unified commerce systems. The key is that tech and marketing will never replace Groucho’s DNA – they amplify it, allowing Groucho’s teams to put the ‘human’ back in hospitality.”
Consistency and adaptability
Blending its close-knit company values with its continuous focus on innovation, it’s clear that the sun shines brightly on the future of Groucho’s Deli. Looking to the years ahead, the business intends to expand its franchise support systems with agentic tools and deploy AI technologies to further enhance the guest experience. In line with its people-centric ethos, Groucho’s will also be investing further in the training and development of its team, making sure that its brand remains consistent as it continues to grow and prosper. With its 85th anniversary on the horizon, Bruce and Deric reflect on the journey thus far, sharing the secret recipe behind Groucho’s longevity and success.
“Reaching 85 years in 2026 isn’t an accident. The secret? A mix of consistency and adaptability,” Bruce and Deric affirm. “We’ve honored our founder’s legacy while not being afraid to modernize, whether that’s introducing tech-driven ordering systems, refining franchise operations, or expanding thoughtfully without losing authenticity. At the core, our longevity is built on people: franchisees, team members, and multigenerational guests who feel like family.
We plan to make our 85th a year-long celebration. Expect limited-time throwback menu items, community events, and a campaign that honors Groucho’s guests and franchisees who’ve kept the brand thriving across generations. Every anniversary is a tribute to our founder and his legacy.
“In five years, we see Groucho’s as a stronger regional force, anchored by technology, culture, and franchisee success. We’ll expand smartly, grow deeper roots in existing markets, and ensure Groucho’s remains relevant for the next generation of guests,” Bruce shares, optimistic for the future.
“Groucho’s isn’t just a deli; it’s proof that a brand with character, heart, and a willingness to evolve can thrive across nine decades. We’re proud of where we’ve been, but even more excited about where we’re headed,” Deric concludes.