Diplomat Deli

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Photo by Katie Turpen.

Diplomat Deli

The Ambassador sandwich consists of roast beef, longhorn Colby cheese, lettuce, tomato, mayo and mustard and is served on an onion roll.

Business partners Brice Hendrick and Terry Green were looking for a restaurant to invest in when they found the Diplomat Deli, but they had no idea of the lasting journey on which they were about to embark.

It was more than 31 years ago when Hendrick and Green started the process of buying the deli from its previous owner of only one year. Situated at the end of Park South Shopping Center on Montgomery Highway South, the Diplomat Deli was in the ideal location: visible from the road and close to its customers in Vestavia.

In April of 1982, the Diplomat Deli opened its doors under new management. A third business partner, John Virciglio, joined the partnership after Hendrick and Green purchased the restaurant. After buying the yearling business, Hendrick and Green allowed much of the established menu to remain; however, they added several specialties that would become some of the most requested entrées by customers over the years. These specialties gave the restaurant an identity that would carry their business through the decades.

With ties to New Orleans, Hendrick and Green developed an affinity for Creole cuisine that they tied into several of their specialty sandwiches, soups and sides. One of these specialties is the Central Grocery-inspired Muffaletta, a hot sandwich packed with salami, ham, pastrami, Swiss cheese, provolone, mustard and olive salad on French bread. The French bread and olive salad used for the Muffaletta are still purchased from Central Grocery in New Orleans.

Another highlight of the menu, available exclusively from September to March, is homemade chili. 

“Our chili is made from scratch,” Hendrick said. “We make over 500 gallons a year from September to March. On cold days we sell anywhere from 15 to 20 gallons.”

The deli’s seafood gumbo is also in high demand but is available only on Fridays and Saturdays. 

Among all of the specialties at the Diplomat Deli, the one sandwich that has always been the top seller, no matter the month, is the Reuben. 

The restaurant also has a large selection of wine, liquor and more than 200 different types of beer, Hendrick said. Although part of the deli is considered to be a package store, Hendrick said that the focus of the deli remains in the quality and vending of its specialty sandwiches.

“We concentrate on putting out a great product with fast service,” Hendrick said.

Being a part of the “close knit community” of Vestavia Hills has contributed greatly to the restaurant’s success, Hendrick said.

 “It’s a home thing,” he said. “People have been coming in here for 30 years. I have watched them bring their children in here in a carrier, and now the children are bringing their kids in here.” 

Although many of the customers are locals, Hendrick encourages anyone who may be in the area to come by and experience what his restaurant has to offer.

“If someone hasn’t tried us and they’re in the neighborhood, I would say stop in and have a good sandwich,” Hendrick said. “They won’t be disappointed.”