Groucho's Deli brings 85 years of tradition into its next chapter with Per Diem

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For more than eight decades, Groucho's Deli has done something remarkably rare in the restaurant industry. While menus, technology, and customer habits have changed, the company has stayed true to the same philosophy Harold "Groucho" Miller established when he opened the original deli in Columbia, South Carolina, in 1941: Quality is the most important ingredient in a sandwich.

What began as a neighborhood deli known for its fresh meats, homemade potato salad, and signature dressings has grown into one of the Southeast's best-known sandwich brands. Formula 45 sauce, perfected in 1945, remains part of the experience today, while favorites like the Apollo Dipper continue to connect generations of guests with the recipes that built the business. Over the years, Groucho's has expanded across South Carolina, North Carolina, and Georgia, without losing the neighborhood character that made people line up at the original store.

Today, that same attention to guest experience is shaping the brand's newest chapter.

Groucho's Deli has partnered with Per Diem to launch its new branded mobile ordering app, giving guests a faster way to order ahead while preserving the experience that has defined the brand for generations. The app is now available on the App Store and Google Play.

Rather than building around more features, the project focused on something simpler: removing unnecessary steps between deciding what to eat and placing an order. Guests can customize meals, order ahead for pickup or delivery, and move from opening the app to checkout with fewer taps and less waiting.

"We just launched a new ordering app at Groucho's Deli with Per Diem, and the focus from day one was efficiency," the Groucho's team shared following the launch.

That philosophy closely reflects the way Groucho's has approached its broader technology strategy under President Deric Rosenbaum. After joining the business in 1999, Rosenbaum helped lead its operational and technology evolution, focusing on systems that simplify operations and improve the guest experience rather than technology for its own sake. His work has helped modernize the franchise while protecting the traditions that have made Groucho's successful for more than 85 years 

The app represents another step in that journey. It gives Groucho's a direct way to stay connected with guests while allowing customers to order in the way that best fits their day. Whether someone is grabbing lunch between meetings or planning dinner for the family, the experience is designed to feel as effortless as walking into their neighborhood Groucho's.

For Per Diem, the partnership reflects a growing number of established restaurant brands that are investing in branded ordering experiences instead of relying entirely on third-party marketplaces. Legacy brands like Groucho's are proving that convenience and tradition are not competing ideas. When thoughtfully designed, technology can strengthen the same relationships that independent restaurants have spent decades building.

About Per Diem

Per Diem builds mobile ordering and online ordering products for cafés, bakeries, and restaurants that use Square point of sale. The company helps merchants create branded ordering experiences that strengthen direct relationships with their guests.

Per Diem is a technology partner for cafés and restaurants that use Square point of sale.

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