Corner Kitchen: How a run-down sandwich shop turned its fortunes around and became a viral success

A once “run-down and unloved” sandwich shop in Rotherham has been transformed into a thriving local business - driven by local dialect and a focus on simple comfort food.

Joz Wootton took over the Kimberworth shop four years ago, revitalising a business that has been part of the area for more than four decades.

It has also become a viral success online, even attracting customers from abroad.

“This has been a sandwich shop since I believe 1981, about 43 or 44 years,” he said.

“I used to come here as a child 30 years ago - my dad used to bring me.

“Over the years it became a bit run-down and unloved.

“I saw it was available four years ago and thought I could do something with it - and now here we are serving ‘pewerk’ to thousands of people.”

At the centre of the brand is “pewerk” - Joz’s viral 90% pork herb sausage meat patty, famous for his pronunciation.

The word is rooted in local dialect that has become synonymous with the shop.

“Pewerk is just the dialect where I’m from. It’s an old man’s way of pronouncing words,” he said.

“I was brought up in an area that still uses that dialect and it sort of caught on.

“It’s now become our thing -I’ve trademarked the word and I’ve even got a ‘pewerk’ reg plate on the car.”

The journey has not been without its challenges.

“The transition initially was difficult - we went from not doing very well, to doing well, to very well, to now doing exceptionally well,” he said.

“We’ve had to update equipment, electrics, opening hours, staff.

“It’s been difficult, but it’s been a ride that we’ve loved and we hope it continues.”

The shop focuses on hearty, affordable meals, with its oversized breakfast sandwiches becoming a major draw.

The signature sandwich includes “two rashers of griddle back bacon, two 90 percent pewerk herb sausages and meat patties, two steak Canadian, two hash browns, fried bread dipped in baked beans, a bit of pepper, a bit of HP sauce, all in a large breadcake”.

But for Joz, the experience is just as important as the food.

“I don’t take things too seriously - I like to have fun with people,” he said.

“We’ve got a game where if you land on one second, you get your entire order for free - whether it’s £2 or £50.

“We’ve just had a guy who ordered a £12 sandwich and said he wanted to pay 50p, so he paid 50p.”

He added: “I just like to have fun with it. I don’t take life too seriously.

“The rapport with customers means they keep coming back, and it helps us reach more people but it’s not always about the money.”

Despite its growing popularity, he remains firmly rooted in Kimberworth.

“My family’s from Kimberworth - we’ve probably been here about 200 years,” he said.

“So it’s great that this little shop is doing something for the area.

“We stay in our lane - we’re not famous or big - but what we’ve done, not many places have done something like that. I’m very proud of us.”

Looking ahead, he believes expansion could be the next step.

“If we continue on the same trajectory we have over the last six to 12 months, we’d be silly not to look at franchising,” he said.

“Or opening another location within Yorkshire to test it and see how that goes. You’ve got places like Subway, but there’s nothing really out there for a sandwich shop franchise, so maybe we could be the first.”

This is only the beginning for this little kitchen on the corner, in Kimberworth.