Beyond reports on the success of New Brook Street Deli which having just marked five years in business is gearing up for a busy festive period.

When mother and daughter team of Sally Brumfitt and Amy Metcalfe opened the doors of their new deli in the midst of the Covid lockdowns of 2020, there were a few raised eyebrows and questions whether the dream of running their own business would soon turn into a nightmare.

But five years on and the pair who started their venture with zero hospitality experience have not only survived but seen their business in the heart of Ilkley go from strength to strength.

And as they gear up for their fifth Christmas, the pair can reflect on the past five years with a huge sense of pride having built up an award-winning catering business that is now one of the most popular and successful in town.

Looking back Amy says she is not sure how they survived such a tough start but puts their success down to an incredible team spirt, a loyal customer base and some amazing Yorkshire suppliers who ensure nearly everything they sell comes from God’s own Country.

She said: “When we started out, we had zero hospitality experience but what we did have was a passion for good food, great coffee and a determination to succeed and that’s why we decided to give it a go and thankfully we’ve never looked back.”

Having opened just two weeks before the second lockdown, right in the middle of the chaos that was 2020 when facemasks were the new fashion accessory, and two metre distancing was the norm, Amy and Sally were only allowed a handful of customers in at a time.

Sally said: “Back then our original plan was simple: to create a little takeaway sandwich shop and deli that served great food and drinks but given the restrictions in place when we opened we didn’t think we’d even survive six months.”

But as soon as restrictions lifted, they were inundated with customers desperate to get out and socialise again and within weeks of lockdown ending, the pair decided to introduce tables and chairs so their growing army of customers could sit and enjoy their sandwiches and coffee.

Amy added: “It was the best decision we ever made and by the end of the first year in business we were attracting a huge breakfast and lunch time crowd and expanding further by offering outside catering for parties and events.

“Since then, we’ve faced just about everything the world could throw at a small business, including an energy crisis, inflation, cost hikes and four prime ministers, but we’re still here. Still brewing the coffee, still making the sandwiches and still laughing through the madness and we couldn’t be happier or prouder.

“We genuinely couldn’t have done any of it without our amazing customers, our brilliant suppliers, and our fabulous team past and present who have all played such a massive part in helping us reach this milestone, and for that we’ll be forever grateful.”

The team are now gearing up for another bumper Christmas and there’ll be plenty to choose from if you’re looking to stock up on delicious treats, mouth-watering hampers and plentiful platters.

Because as well as being a favourite destination to pop into for coffee and lunch, the popular deli has plenty of gift ideas for food lovers to indulge in.

Their bespoke hampers, which customers can design themselves to whatever value and style they want are set to be another big hit and Amy and Sally have stocked up on numerous Yorkshire-sourced products and treats which will make the perfect present.

For the fifth year running, they will once again be teaming up with Tarbetts fishmongers of Chapel Alperton, Harrogate, Wetherby and Skipton to supply their delicious Fish Platters – perfect for that ultimate Christmas Day or New Year showstopper.

The platters come in four different sizes and price options and are now available to order in the deli alongside a wide selection of individual artisian products and gift vouchers which are ideal for the foodie fanatic in your family.

Alongside their in-house offering, the talented team are also on hand to provide outside catering for your festive gathering or private party and will be happy to discuss all your requirements.

Pop in to see Amy or Sally and get ready to enjoy the most deli-cious Christmas imaginable.

New Brook Street Deli
5-7 New Brook Street, Ilkley, LS29 8DQ
T: 01943 968440