Trio behind Secret Smash Society to open a new deli in Memphis. Here's what to expect.

A new deli created by three of the best young chefs in Memphis is coming to the Edge District this year.

Friends and co-owners Harrison Downing, Cole Jeanes and Schuyler O’Brien are creating Hard Times Deli. The trio had previously created the wildly popular burger pop-up Secret Smash Society, and now they’re ready to open a permanent location to share their next idea with Memphians. Hard Times Deli will open its doors at 655 Marshall Ave., just a block down the road from Sun Studio.

Though only in their early 30s, there’s extensive experience in the restaurant industry between the three. O’Brien, 34, has worked at many local restaurants like Catherine & Mary’s, Hog Wild and City Silo, where he currently oversees all food and beverage operations.

Once he graduated from L'École Culinaire, Jeanes, 34, also jumped around the Memphis restaurant scene at places like Comeback Coffee, where he designed the food menu. Now, he’s both owner and chef of the newly opened Kinfolk in Harbor Town.

Downing, 33, started out working at Jim’s Place Grille before moving to Denver, where he worked at various spots in that city's restaurant scene. Eventually he returned to Memphis where he learned under O’Brien at Hog Wild. The two became friends, and soon after Downing introduced him to Jeanes. From that friendship, Secret Smash Society would be born. “Cooking kind of brought all of us together,” Downing said.

They were very intentional with the naming of Hard Times Deli, which harkens back to the initial reason they wanted to create the restaurant.

“It kind of came from a conversation Cole and I had — we both were just getting wrecked by the industry, we were super down on how hard we were working and just the justification we were getting back from our hard work wasn’t very rewarding,” Downing said. “It was a hard time for us mentally, and we just said, 'Man, we need to do this for ourselves.'”

Jeanes said it became clear that a better work-life balance was necessary — the extensive hours they were working in the industry left them with very little time to spend with their families.

“I want to figure out how we can have a life and also be financially stable,” Jeanes said. “And it's like, those two worlds don't line up a lot of times. So that's our goal, figure that out.”

Downing began exploring other employment options like real estate as he considered if his passion would be able to support the life he wanted for his family. But once Secret Smash Society gained a loyal following so rapidly, they knew success from their passion was not only achievable, but well within reach.

“We kind of just looked at each other and we were like, if we're going to do this, now's the time,” Downing said. “I think I would always regret it if I never gave it a shot. And having a team like Cole and Schuyler, it's the time for us.”

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As far as food goes, Downing said they’re going for the upscale deli feel. A meticulous amount of care and attention to detail will go into the sandwiches at Hard Times Deli — even the thickness of tomatoes or the placement of toppings and condiments on the sandwich is kept in mind when crafting them.

“We're bringing our fine dining backgrounds or upscale cooking backgrounds to food that people can eat daily,” Downing said. “Everything's done by hand, all the sauces are made from scratch and it’s something that the city hasn't seen before.”

From their prior experience testing different types of sandwiches, they know what customers are drawn to. Still, they enjoy experimenting.

“I think all three of us really enjoy kind of pushing people a little outside their comfort zone when it comes to food,” O’Brien said. “So there'll be some familiar stuff. But then there also be some things where people [will say], 'Oh, I've never seen things like that put a sandwich before.'”

Downing said every aspect of the interior design is purposeful. The restaurant, created by local architecture firm cnct. design, will evoke a traditional deli feel, and include a retail area with “grab and go” items like Hard Times’ merch.

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“I think we're going to go very clean, like kind of that old school deli vibe. A lot of exposed wood, cool tile,” he said. “It looks like a deli. It’s clean and crisp, and it's very appealing to the eye.”

Downing said they’re aiming for a late fall opening, but if that tentative deadline passes, they’re still confident in a 2024 opening.

"We’re all in for Memphis,” O’Brien said. “And if we can help make the city better, where we all grew up, just by making good food then I think that's a really big part of it too.”

Jacob Wilt is a reporter for The Commercial Appeal. You can reach him at jacob.wilt@commercialappeal.com.

This article originally appeared on Memphis Commercial Appeal: Hard Times Deli to open in Memphis: What to expect at new restaurant