In Sydney's inner west, a modest family-run Italian deli has transformed into the city's most surprising culinary destination, drawing crowds who wait patiently for hours to sample its celebrated $15 sandwiches. Raineri's Continental Delicatessen, nestled on Great North Road in Five Dock, has been a local fixture for over four decades, but recent online buzz and word-of-mouth acclaim have propelled it to cult status.
The Social Media Phenomenon
What began as a neighbourhood secret has exploded into a city-wide sensation, largely driven by social media platforms like TikTok and glowing online reviews. NSW Liberal Leader Kellie Sloane recently documented the frenzy in a Facebook video, showcasing queues that snake along the footpath "all day every day." In her clip, Sloane selected the now-famous mortadella sandwich, describing it as "absolutely incredible" and awarding it a five-star rating, further amplifying demand.
A Unique Dining Experience
Raineri's defies modern sandwich shop conventions with its refreshingly simple approach. There is no printed menu or pre-set combinations; instead, customers are guided by the Raineri family behind the counter, who have been perfecting panini since 1981. This personalised service has led fans to affectionately dub the experience an "omakase panini," where trust is placed in the experts' hands.
Inside the deli, glass cabinets overflow with premium Italian-sourced ingredients: cured meats like cut-to-order salami and San Daniele prosciutto, cheeses including buffalo mozzarella, and antipasti such as marinated eggplant, capsicum, olives, and sun-dried tomatoes. These are artfully stacked onto warm, toasted focaccia, creating sandwiches that food blog PEGFeeds praised for their phenomenal balance of flavours and generous portions.
Affordable Luxury
Remarkably, despite using premium ingredients—some prosciutto costs over $120 per kilogram—every sandwich is priced at a consistent $15. Sam Raineri, whose parents Rosaria and Peter opened the deli more than 40 years ago, explained this philosophy: "My father always made affordable panini. $5, $10 and now $15, and we want to keep that." This commitment to value has remained unchanged even as popularity has soared.
The Queue Culture
On any typical weekday, lines begin forming around 10:30am and persist until mid-afternoon. Customers travel from across Sydney, with one telling the Sydney Morning Herald they spent $20 on tolls just to reach Five Dock. The spectacle has left some bystanders incredulous, with one passer-by questioning, "So, it's just a sandwich?"
Regulars have noted there are actually two distinct queues: one for paninis and another for deli goods like cheese and antipasto. Reddit users have been quick to remind newcomers that Raineri's is first and foremost an Italian deli, not merely a viral sandwich stop, praising the owners' warmth and old-school hospitality.
From Humble Beginnings to Viral Fame
Long-time locals have watched the transformation with a mixture of pride and disbelief. One recalled being teased at school for bringing Raineri's sandwiches, while others reminisced about pre-TikTok days when rolls cost as little as $6 and queues were manageable. Despite the hype, the heart of the business remains unchanged: Rosaria and Peter, now 88, still frequent the deli most days, while their sons manage operations.
Recent additions like a coffee machine and communal table allow diners to enjoy their meals surrounded by shelves stocked with pasta, olive oil, and passata. For the Raineri family, the social media boom has done more than drive sales—it has helped future-proof a small business built on tradition, quality, and genuinely delicious food.
