This New York Deli's Viral Sandwich Has Ditched Bread For Pickles

It seems like every week, another food becomes TikTok-trendy. The latest item to have its moment in the spotlight is a pickle sub, and I have to say, I'm a little suspicious. Everyone in the comments on the original TikTok video that's causing all the commotion seems to think it looks amazing, but I'm over here thinking, "Isn't the pickle trend over already?" Guess not. Anyway, the deal (or the dill, haha) is that back in January a Long Island Deli called Seven Brothers Gourmet Food Market started selling subs stuffed into oversized pickles. The sandwiches didn't begin blowing up, however, until a TikTok content creator known for her food reviews posted about them in May.

The creator, who now calls herself "Pickle Sandwich Girl," has since posted a bunch of videos of herself eating different Seven Brothers pickle-wrapped creations, and two of these videos have over four million views each. Not only are the videos popular, but so is the sandwich — as of late June, Seven Brothers reported selling around 250 pickle sandwiches a day, some of them to people who have traveled from other states. Most of the crowd, the restaurant says, consists of teenage girls, since they seem to be the target demographic for TikTok food fads. In order not to drive off regular customers, though, the deli created a special line just for pickle sandwich orders so customers wanting plain old breadwiches can be served before the loaves go stale.

Seven Brothers didn't invent the picklewich

While Seven Brothers may be in the spotlight at the moment, it's hardly the first to come up with the idea of using pickles instead of buns. A New Jersey deli known as Elsie's Sub Shop actually went into business as a pickle sandwich popup offering sandwiches served on scooped-out kosher pickles. When the proprietors opened a brick-and-mortar location in 2019, at first they were selling around 300 picklewiches per day, but five years later, the thrill may have worn off. By now, bread buns are the standard order at Elsie's, while pickle buns have been relegated to a low-carb option available at a slight upcharge.

Another food vendor known for putting things in pickle buns is The Tikki Turtle, which runs stands at fairs and festivals in New York State. One of its signature items is a Reuben picklewich, while another is a hotdog with sauerkraut, hot sauce, ketchup, and mustard (but no relish) all on a pickle bun. Even out in Omaha, Nebraska, a deli called Pickleman's was offering picklewiches back in 2018, but then, Omaha always has long been ahead of the trend when it comes to all things deli. This city, after all, can also lay claim to being the birthplace of the Reuben sandwich.

You can easily DIY your own picklewich

Even though the idea of using pickles as sandwich buns may be getting a lot of media attention at present, it's pretty simple and easy to DIY. In fact, a number of websites have posted recipes for picklewiches, some of which predate the current craze. Pickles make for a flavorful low-carb bread replacement. You don't even need a recipe, since all you do is take a pickle, cut it in half, and scoop out the pickle guts. After you've eaten these (it's a shame to let food go to waste), stick some cheese and deli meat in the hollow, slap your pickles together, and you have your very own picklewich.

The only problem you may run into is creating a sufficiently sizable sandwich if you can't find extra-large pickles. Mini pickle subs would be cute, though, plus they'd combine two TikTok food trends: picklewiches + the tiny foods that were so popular circa 2020 (Anyone remember itty-bitty pancake cereal?). You could also use thin sandwich-sliced pickles to make wraps or roll-ups. Get as creative as you'd like with these picklewiches — me, I'll just be over here with my boring old lettuce wraps. Lettuce, at least, allows me to taste the fillings, and in my opinion, unobtrusiveness is an underrated but valuable quality in sandwich vehicles.

Next Up

Peanut Butter, Ranked From Worst To Best

Whether spread on bread for a delightful PB&J, stirred into a Thai curry, or just scraped out of the jar and licked off the spoon, there are few products as ubiquitous in the American kitchen as peanut butter. Crunchy, creamy, sweet, or salty, the beloved nut butter takes many forms, so we made it our mission to test and rank them.

The Takeout tested 10 brands commonly available at most supermarkets, though it's admittedly a non-exhaustive list. While many are fans of crunchy peanut butter, we stuck with the creamy side of things based on availability and for the sake of consistency. We tasted for flavor — peanuts, salt, sweetness — as well as texture.

One of the greatest takeaways is that peanut butter preference is based largely in nostalgia. What brings you back to those childhood memories of a hot day at camp? What did your mom put on celery and line with raisins as an after-school snack? Still, there are some brands that clearly are doing it better than others. Here are 10 of them, ranked from worst to best.

10. Once Again

It's ironic that this peanut butter is called Once Again because I would consume it never again. The health-food-chic glass jar with a cartoon raccoon poking its head out from behind the label is charming, but like raccoons in the wild, you can appreciate its cuteness from afar rather than choosing to mess with it. 

This spread is intensely bland — to be fair, the label does warn it's unsweetened and has no salt added — and the consistency in the jar remained drippy and clumpy no matter how hard I tried to stir it. Once again, there is no scenario in which I would reach for this jar a second time.

9. Smucker's Natural

This is what happens when brands try to get greedy. Smucker's has a good thing going already with its jams and jellies (especially its nostalgic snack Goober Grape), so why colonize the whole sandwich? This natural peanut butter has a whole lot of neutral-flavored oil, but the peanuts themselves taste burnt. This spread is dark, grainy, and unappealing. So, with a name like Smucker's, it probably shouldn't be in the peanut butter business.

8. Peter Pan

Peter Pan was the first major American peanut butter company, and while this might be the flavor of your childhood, you might want to try it again with a critical eye. While the texture has some redeeming qualities — it's super light and creamy, with almost a whipped consistency — the flavor is ultimately bland, bordering on nonexistent. 

This is the lowest-ranking peanut butter on the basis of flavor, because at least with Smucker's burnt-tasting spread, you taste something. The yellow-capped jar might have some fond memories associated with it, but it never really grew up.

7. Whole Foods 365 Organic

As I have often found to be the case with Whole Foods products, from french fries to yogurt, and ketchup to salsa, this 365 brand peanut butter leaves much to be desired. It falls into the trap that often plagues natural peanut butters, namely separated oils and solids, but this separation seems even more extreme, and impossible to emulsify. 

The flavor here is fine, kind of like a handful of raw peanuts chewed for a long time, but with none of the salt or sugar that wakes those flavors up. This is by design, of course, but it doesn't make for an enjoyable spread.

6. MaraNatha Organic

MaraNatha kind of sounds like the founders couldn't agree on whom to name the company after. Similarly, this peanut butter doesn't seem to land on what it wants to be. At first, it seems runny, like the caramel drizzle you might put on an ice cream sundae. 

But then you learn that runny consistency is a Trojan horse; as soon as you taste it, the peanut butter turns into a sticky cement that glues your mouth shut. The flavor saves this one a little, with a nice sweetness and natural peanut flavor, but the deceptive texture leaves it out of our top five.

5. Reese's

Okay, this is actually a pretty damn good peanut butter. Its branding is big and bold and inviting: We are made by your favorite candy brand, it declares. And it is on the sweet side, of course, but it isn't candy-like or cloyingly sweet. 

There's still a strong, peanut-forward taste, and you could easily use it in a savory preparation, but it could also be a go-to for a sweet dish, such as a whipped buttercream frosting. Part of that might be the branding, but it is also because of the spread's light and almost fluffy texture. It's not the most elevated of peanut butters, but it certainly gets the job done.

4. Justin's

I once ran into Steven Tyler, of Aerosmith fame, in a Whole Foods. He asked me which peanut butter to buy, so I pointed him toward Justin's because it was the most expensive. I can now confidently say I didn't steer him wrong — there's a lot to love about this peanut butter. 

It's smooth, with just a little grit to remind you that it is, after all, made of peanuts. The only thing this spread is missing, for me, is a pinch of salt to brighten the flavor all around.

3. Jif

Jif (which was never Jiffy, despite what the Mandela Effect might have you believe) is one of the granddaddies of the peanut butter world, and it's been America's favorite for nearly 40 years, surpassing Skippy in the '80s. It's a classic, with all the nostalgic flavor we've come to expect — and believe it or not, it's also owned by the J.M. Smucker Company! Which makes you wonder how the company feels about the peanut butter that bears its name being so vastly outperformed by Jif. 

This is the most savory of the leading peanut butters on the list, and it has a light, creamy consistency that earns high marks. It only falls short of the top two because there is less overall peanut flavor.

2. Teddie

The top natural peanut butter on the list, Teddie, hits all the marks: sweet, salty, strongly peanutty, nicely spreadable, and adorned with a teddy bear suggestively lying on its side. Like Justin's, the texture of Teddie has a slight grit to it, but it still manages to taste creamy, which I appreciate. 

The flavor leans on nutty, savory notes while eschewing any sweetener, so you can easily spoon it into your mouth at midnight without wondering if it'll keep you awake. (This is a common problem, right?)

1. Skippy

Don't let the weird squeezable pouch pictured above fool you — this is the same Skippy peanut butter we all know and love. For those who like the no-stir, factory-emulsified experience, Skippy clearly takes the cake. It's like the platonic ideal of peanut butter. 

Sure, you might get the sense that it was made in a fluorescent-lit lab and not hand-ground on a prairie farm somewhere, but the results speak for themselves: thick and creamy without getting stuck in your cheeks, and sweet and salty in perfect balance. Its peanut flavor is much stronger than many of the non-natural leading brands, too. 

The wide world of peanut butter is rooted in nostalgia, but no matter what you grew up with, Skippy takes the crown.