From Shack to Shangri-La

Snarf’s Sandwiches celebrates 30 years with the same great food and nearly 50 locations

By Kate Jonuska

Though you may not know their names, chances are you’ve met Sam, Chip and Bev. They’ve been minor local celebrities for 30 years, having watched over generations of customers from their place in the logo of Snarf’s Sandwiches and in the cartoon murals on the sandwich shops’ walls. You’re probably less familiar with the man behind the characters, founder Jimmy “Snarf” Seidel, who made a long bet on a dream when he arrived in Boulder three decades ago with only elbow grease and a love of sandwiches to invest.

“I moved to Boulder in 1995, having not really ever worked the restaurant business before and without a bunch of money in my pocket,” says Seidel, who, for his first location, was eventually able to land a tiny “shack” of a restaurant that started its life as an A&W in the 1940s.

“We called it ‘the shack’ because it was a shack,” he says. “You came in one door, ordered and walked down the line, picked up the sandwich and walked out the other side.” He adds that lines often stretched out the door, rain or shine, because “there were no tables in the place, and the width of the dining room was eight feet.”

While that shack no longer stands, a photo hangs in its honor at every Snarf’s location. Although running a business of this magnitude might not always be paradise, Seidel is proud of the company’s 30-year history and nearly 50 Snarf’s Sandwiches locations across Colorado, Missouri and Texas. 

“Yes, I was thinking this far ahead when I started. I really believed in it,” Seidel admits, being the sort of fellow who takes the time to get things right. For instance, he tested three of four bakeries and then worked with one baker for two years to develop Snarf’s house bread. Though they now offer a gluten-free version, that recipe has not changed since.

Nor should it! Crusty on the outside, tender inside and always fresh, the quality of the bread is the foundation of Snarf’s success, followed by sourcing the best quality ingredients to add atop. Impressively, the menu, too, has remained mostly the same since the shop’s inception. No sandwiches have been dropped, and only a handful have been added since the ’90s. From opening day to today, the three bestsellers, in order, have been Italian, turkey and meatball. Perhaps the trio never ages because Snarf’s dedication to creating the best possible version of each classic hasn’t waned, either. 

“Whatever we’re serving—roast beef, a hot dog, turkey—I try to create the best version,” Seidel says. “When you think of the best turkey sandwich, I want you to think about Snarfs turkey.” Similarly, when you imagine a meatball sandwich, Snarf’s wants you to crave the generous stretch of melty mozzarella they toast into every bite. When you think of an Italian sub, Seidel wants you to crave the zing of his giardiniera, the house-made spicy pickled peppers that are so good! Consider picking up a jar of your own for home. Note, if you don’t eat meat, know the eggplant parmesan is the perfect deep-fried vegetable canvas for those same spicy peppers.

“I think my corned beef is as good as any in New York City,” brags Seidel, who performed extensive research to hone his version. (Translation: He eats sandwiches every day. If not from Snarf’s, at their many competitors.) Served with a bright but approachable sauerkraut, he prefers his corned beef served “big fat,” meaning with twice the meat.

Another unexpected Seidel favorite worth trying comes from the “not on the menu” menu in the form of the “farmer,” which combines turkey, egg salad, bacon and Thousand Island dressing to create a comfort food that also feels fresh. Much like Seidel as a founder, who prefers to be the tastebuds behind the scenes and let his cartoon friends serve as his public face, the sandwich is perhaps unassuming but a home-run success.

Snarf’s is celebrating its big anniversary by opening five new locations in Texas, each customized to its neighborhood but boasting the same perfected sandwiches. Of course, even the best new locations could never rival the beloved “shack,” but each will boast the same world-class sandwiches. Find your favorite flavors and a location near you at eatsnarfs.com