With so many incredible local businesses on the Gold Coast, one begins to wonder: how did they all come to be? In our series, ‘The story behind…’, we chat with local founders and owners about how their business started, their biggest learnings and their tips for other self-starters.
This time, we caught up with Patrick Killalea, founder of Joe’s Deli, ahead of their new location opening at Robina Town Centre.
When did the idea for your business first come about? And how?
The idea for Joe’s Deli had been in development for over two decades before we officially launched in 2022. I’ve always loved the culture of old-school delis and bodegas in New York – places that weren’t just about food, but also personality, energy and service. I felt like there was a gap in the Australian market for a quick-service brand that led with quality, had a strong identity and created a real experience for customers. Joe’s Deli is actually named after my dad’s middle name, Joesph, and a lot of the values behind the business come from him – hard work, integrity and connecting with people.
Where did you start?
We opened our first Joe’s Deli at Pacific Fair on the Gold Coast in 2022. From day one, the vision was to create something that felt iconic and transportive – somewhere that gave people a little taste of New York while still feeling very much part of the local Queensland lifestyle. The Gold Coast was the perfect place to launch because people here are really open to fresh concepts and brands that do things differently.
What were some of the challenges you faced in the beginning? How did you overcome them?
Like most hospitality businesses, there were definitely challenges early on – everything from building the right team to handling high volumes trade while maintaining consistency and refining our offering. We launched with a very clear brand identity and high standards, so there was a lot of pressure to get every detail right from the menu to the guest experience. I think the biggest thing was staying patient and trusting the process. We focused heavily on creating a strong culture internally and making sure every guest interaction reflected what the brand stands for.
What has been your biggest learning since starting the business?
One of the biggest learnings has been how important brand and community are in hospitality now. People want more than just a product – they want to feel connected to a business and understand what it stands for. Social media has changed the game as well, so you have to constantly evolve and think creatively about how people engage with your brand, both online and in-store.
And what about your biggest ‘I’ve made it’ moment?
Honestly, seeing people line up for Joe’s Deli and watching guests become genuine regulars has probably been the biggest moment for me. Opening our Sunshine Coast store earlier this year and seeing the response there was also really special. But I never really feel like “I’ve made it” – there’s always so much more to do, refine, improve and build on.
What does a working day in your life look like?
No two days are really the same. A typical day can involve everything from menu development and meetings to site visits, branding, managing cashflow and operations. I’m very hands-on with the business, especially as we continue to grow. A big part of my role is making sure my team is happy and motivated as I can’t do this without them. Their experience directly shapes the guest experience, and keeping that consistent across every location is critical, while still pushing forward on what’s next for the brand.
What do you love about the Gold Coast community, especially as a business owner?
The Gold Coast has an incredible energy to it. There’s a real sense of ambition and creativity here, and people genuinely support local businesses. It’s also a city that’s evolving quickly, especially in hospitality, so there’s an appetite for concepts that feel exciting and different. We’ve built such a loyal following here and that support has played a huge role in our growth.
So, where to next? What’s in the pipeline for your business?
We’ve got some really exciting growth plans for Joe’s Deli. After opening on the Sunshine Coast in April, we’re now preparing to open our second Gold Coast location at Robina Town Centre. We’re also ready to launch a Brisbane International Airport Terminal location, which is set to open at the end of the year. Queensland has been a huge focus for us because the response to the brand has been so strong. The goal is to continue building Joe’s Deli into one of Australia’s most recognisable quick-service brands while keeping the quality and experience at the centre of everything we do.
What is your biggest tip for local business owners?
Focus on building a strong brand and stay consistent with it. Trends come and go, but people connect with authenticity and businesses that have a clear point of view. Also, never underestimate the importance of guest experience – the small details and the way people feel when they walk into your shop are what keep them coming back.
