97 Deli & Grill is a Bodega in Brooklyn. Next door is another sandwich shop that’s twice as expensive, with fancy branding, touch screen kiosks, and 40k Instagram followers.

97 isn’t trendy and they don’t have millionaire investors, but they have one thing their competitors can’t fake—authenticity.

Signs celebrating their charming quirks and originality in a city crowded with dime-a-dozen sandwich shops.

Reward locals and return customers with hand made hats and tote bags.

Missing cat posters that directed you to go meet the Bodega cat covered lampposts and bulliten boards in Greenpoint.