Story of EARL: From Humble Beginnings to Oahu Sandwich Hot Spot

While you may know EARL today as a top sandwich shop and fast casual lunch spot in Honolulu, you might be surprised to learn about its humble beginnings and journey throughout the years. We’ll take a look back at the history and heart behind EARL through the story of our founder, Justin. It's a tale of passion, perseverance, and of course, a love for all things sandwiches.

Cooking Up Restaurant Dreams in Waikiki

As a young manager and line cook in Waikiki, Justin always had a dream of opening his own restaurant. During the early 1990’s in Baltimore, he’d grown up watching his father run his own booming pizza and sub shop, The Original Papa Leo’s. Initially Justin was going to open up a pizza shop too, but he couldn’t afford it on his kitchen wages at the time. So he set his sights on opening a sandwich shop instead. Every spare moment not spent in the kitchen or saving up money was dedicated to fine-tuning his business plan, seeking the ideal opportunity to bring his sandwich dreams to life.

Opportunity Meets Preparation One Day in Kaimuki

One day while Justin was cruising around Kaimuki on his trusty moped, fate intervened. He spotted a prominent "for lease" sign gracing the window of a tiny hole-in-the-wall storefront. He knew this was a chance to transform his Honolulu restaurant dream into reality, and dialed the number on the sign immediately. A man named Ted greeted him, and just 20 minutes later, Justin found himself standing inside the 300-square-foot space that would become the very first EARL location in Kaimuki.

EARL’s original Kaimuki location was a tiny hole-in-the-wall space of just 300 square feet

From Kitchen Employee to Sandwich Shop Owner and Entrepreneur

Fueled by his passion for food and belief in the vision, Justin made the life-altering decision to hand in his notice at his job. With the unwavering support of his father Jose, Justin took the leap of faith and opened the doors of “Earl Sandwich” in that small Kaimuki space. Jose moved to Hawaii to help get Earl off the ground, even running around the parking lot to hand out flyers. He was the OG street team and Earl’s #1 fan.

Justin (right) with his arm around father Jose (left), EARL’s #1 supporter and OG street team member

In those early days, Justin and his dad pretty much had to run the show on their own. Thankfully, there were a lot of friends that helped them open, and they soon had a really close knit team. Justin recalls that those first two years were a rough start. A restaurant manager and a business owner are two very different things, so what made him a good manager didn’t translate at first. The shop’s biggest weakness was its tucked-away Kaimuki location, forcing them to develop strong marketing and social media skills. What started as a disadvantage became a great catalyst to hone essential skills that have helped EARL grow to what it is today.

How “Earl Sandwich” Became the Legendary “E.A.R.L.”

Another lesson Justin learned: choose your business name wisely. When he discovered “Earl Sandwich” was no longer an option he could use, he was forced to come up with a new alternative. He and the team thought going Madonna-style with one word would be pretty cool, so they tried to think of acronyms for E.A.R.L. One day while they were brainstorming out loud, a customer who was eating lunch looked up and said, “I’ve got it! Eat. A. Real. Lunch.” It was perfect. EARL’s always been and always will be for the people, so the fact that our name came from one of our customers says it all.

Justin (far left) and the early EARL crew were a close-knit team working hard to get the original Kaimuki location off the ground

Early Makings of a Top Sandwich Shop in Honolulu

Justin admits that in the very beginning, the sandwiches weren’t so good. He had a lot to learn and not a lot of equipment, but as time went on he got a lot better and grew from customers’ feedback. While Justin was initially excited to try out creative flavor combinations and innovative sandwich ideas, he learned the hard way that it’s not what he wants, it’s about what the customer wants. And it turns out, what customers want is classic, familiar food. When EARL started serving Cubanos, it was the first time the shop got overwhelmingly great feedback. EARL got really popular when Justin brought avocado toast to Hawaii (one of the first) and again when he started doing specials. Over time, word spread about EARL’s tasty sandwiches, the perfect blend of classic East Coast subs and creative sandwich options. Luckily, from year 3 on it was always busy, kicking off an epic sandwich journey that would captivate the taste buds of Oahu locals and visitors alike.

EARL was one of the first restaurants to serve avocado toast in Hawaii, and it was a huge hit

EARL Brings Quick Lunch and Gourmet Sandwiches to Kakaako

As the popularity of EARL soared, fueled by quality ingredients, customer loyalty, and dedication to exceeding customer expectations, expansion became inevitable. In 2019, five years after EARL’s debut, Justin opened a second location in the vibrant neighborhood of Kakaako, expanding EARL's presence in Honolulu. He’d initially intended to open in Chinatown, but that option fell through. Luckily, Kakaako proved to be a great hub for East Coast sandwich lovers and casual lunch goers alike. Kakaako is a foodie hot spot and EARL’s sandwiches and catering have become a go-to for downtown Honolulu businesses and hungry professionals ever since we opened there.

EARL’s popular sandwiches and awesome team fit right in among Kakaako’s hip and hungry crowd

Solidifying Our Sandwich Identity and Expanding on Oahu

In 2022, Justin relocated EARL’s Kaimuki shop to Market City, repurposing the original location into a burrito shop. That experiment turned out to be short-lived, as we discovered that we’re really sandwich people after all. Learning from that experience, we decided to focus on what we do best and where EARL can add flavor to the Oahu fast casual food scene. In 2023, our look and taste got an upgrade with a full rebrand and menu expansion into burgers and fried chicken, in addition to East Coast sandwiches. In June 2024, EARL will also open a third location in Kapolei at Ka Makana Aliʻi shopping center. We have lots of fans on the West side of Oahu, and we’re excited to serve those customers at a location that’s closer to home!

EARL’s Story Continues to be Written

Today, EARL’s continued popularity and growth stands as a bright testament to Justin's relentless pursuit of his dream all those years ago. From humble beginnings, EARL has carved a special place in the hearts and taste buds of sandwich enthusiasts who flock from all over Oahu and beyond. Whether satisfying cravings for classic East Coast subs, indulging in gourmet specials or delectable burgers, or savoring the crisp perfection of our fried chicken creations, EARL fans still rave about the passion and dedication infused into every bite. Just check out our reviews on Yelp, Uber Eats, DoorDash, and Postmates! Our people continue to fuel our growth and give us feedback that makes us better and better. It’s because of them that we’re able to stand proud among the top sandwich shops in Honolulu, Oahu, and Hawaii as a whole.

Join us at EARL, where the story began with one line cook’s dream and determination, and has evolved into a growing Oahu sandwich empire. Become a part of the ohana and get $5 off by joining our sandwich lovers’ loyalty program, and spread the love with an EARL gift card or get one at Costco for 20% off. Skip the line anytime and order online to enjoy a mouthwatering meal at our Kaimuki, Kakaako, or (soon) Kapolei locations. Here’s to team EARL, many more years, and even more delicious sandwiches to come!