Today we’d like to introduce you to Dennis Friedmann.
Hi Dennis, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
“Our story really started long before we opened the doors to The Rustic.”
My wife Jannette and I were born and raised in Germany. In our mid-twenties we moved to Switzerland for work and adventure, and a few years later — when we were expecting our daughter — we returned to Germany again. That was the moment when the idea of building a new life in America began to take shape.
Food has always been a big part of our lives, but in very different ways.
Jannette actually grew up in the industry — her parents owned a small pub where snacks and simple dishes were served, and she helped out from the time she was still in school. She learned early how a small food business works, how guests need to feel taken care of, and what good hospitality really means.
I, on the other hand, didn’t come from a culinary background at all. I simply loved to cook. Cooking was my hobby, my way to relax, and my way to bring people together. I was always experimenting at home, trying new recipes, hosting dinners for friends, and imagining what it would be like to create something of my own one day. Somewhere along the way, that passion grew into a dream.
We had been vacationing in Florida for years — especially in the Cape Coral area — and we fell in love with the community, the atmosphere, and the people. Over time we built strong connections: a great realtor, an immigration attorney, and eventually even the landlords who now rent us our deli space. One thing that impressed us from day one was how warm and genuinely helpful Americans are. We felt welcomed right from the beginning.
In 2023 we purchased the business. It took until February 2024 for our visas, permits, and paperwork to be approved, but once everything was in place, we opened our doors with a mix of excitement and nerves.
In the beginning, my vision was big — like many new entrepreneurs. I imagined a large, fully equipped location with room to “go big” right away. Thankfully, our realtor gave us valuable advice:
“Start small. Learn the culture. Learn the products. Learn your community.”
Looking back, that advice saved us from many missteps.
We discovered very quickly that ingredients in the U.S. — even basics like flour, cheese, or baking powder — behave differently than what we were used to in Germany or Switzerland. So we adapted, we tested, and we built the menu we have today.
Now we run a small deli, and we love the simplicity and the heart behind it. We have a growing base of loyal regulars who stop by not just for the food, but for the small talk and the personal connection. I’m at the deli every day, and I truly enjoy talking with guests, learning their names, hearing their stories, and building relationships. That’s the part of this business that has surprised me the most — and the part I love the most.
Jannette handles our bookkeeping, social media, the household, and our daughter, and she still jumps in at the deli whenever we need help. And even our daughter loves being part of it. She’s growing up bilingual, thriving in her kindergarten, and she often helps make Lavazza coffee, prep sandwiches, mix salads, or proudly bring food to a table. Seeing her enjoy it makes everything worth it.
No matter what the future holds, we know she’s getting a wonderful start in life — a mix of two cultures, two languages, and a community that has welcomed us with open arms.
The Rustic may be a small deli, but it’s full of passion, personality, and heart. And for us, it’s the perfect beginning.
When I was going through the photos for the article, I couldn’t help but smile. There are pictures of us late at night in the empty deli, setting up plants, choosing the floor at Home Depot, putting up wallpaper — every single detail we decided and thought through ourselves. We designed the logo together with a web designer, but all the ideas and every little touch really came from us.
And then those small moments: one photo shows our daughter carefully cleaning the fridge with a tiny sponge. She’s been part of it from the very beginning. In every corner, in every sandwich, there’s so much heart, time, and love.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The hardest part was definitely the permits and the visa process. Mentally, we were ready to start long before we were actually allowed to. You’re full of energy and ideas, but you can’t move forward until every department gives you the official ‘go.’ That waiting period was the toughest part.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
“At The Rustic, we focus on one thing: really good sandwiches made with care and quality ingredients — prepared fresh in front of our guests. Every sandwich is handcrafted: meats and cheeses are sliced to order, toppings carefully added, and many items are made in-house, from our homemade meatballs and marinara sauce to marinated chicken, schnitzels, and fresh salads.”
“We also offer catering, and take orders through our website, as well as through UberEats, DoorDash, and GrubHub. Our commitment to freshness and quality was recognized in 2024, when we won the Cape Coral Community Choice Award for Best Sandwich.”
“What sets us apart is not just the food — it’s the personal experience. We love getting to know our guests, seeing familiar faces, and building a community around our deli. Every detail, from selecting our ingredients to preparing everything from scratch, is about giving people the best possible meal and experience.”
Any advice for finding a mentor or networking in general?
“For us, networking doesn’t happen in one specific place — it happens every day. Every guest and every local business brings new ideas, inspiration, and different perspectives. We don’t see similar businesses as competition; we believe there’s room for everyone, and collaborating often helps the whole community grow.”
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One great example is Bread Pete German Bakery & Café, just down the same street. They offer sandwiches, breakfast, and coffee as well — yet instead of competing, we regularly sit together, share ideas, talk about what guests are asking for, and support each other. In fact, this interview opportunity came from their recommendation. Thanks again to Gerhard for that.
Contact Info:
- Website: https://www.The-Rustic.com
- Instagram: https://www.instagram.com/the_rustic_capecoral?igsh=OWp4c3ZwbmQwczgx&utm_source=qr
- Facebook: https://m.facebook.com/therusticcapecoral/
