A line drawing of Rhea’s storefront on Valencia and 19th: the oval Rhea’s Market & Deli sign above the open doors, shelves of drinks and snacks and a Beer & Wine sign inside, and Rhea’s Deli sandwich posters in the side windows

the Choi family, since 1993

A family counter on a Mission corner.

On the corner of Valencia and 19th, Rhea’s Deli & Market is part of the everyday rhythm of San Francisco’s Mission District. It’s a neighborhood market, a sandwich counter, and a familiar stop before an afternoon at Dolores Park.

The Choi family’s chapter began in 1993, when James Choi’s parents took over the store. James initially imagined a different path. He studied computer science and pursued a corporate career before returning to help his father with the family business. Taking responsibility for Rhea’s eventually gave him a chance to pursue something he loved: cooking.

800 Valencia, through the years.

1993
The Choi family takes over
James Choi’s parents took over the store, and the Choi family’s chapter at Rhea’s began.
2009
The sandwich menu grows
James introduced an expanded sandwich menu, bringing deli classics together with Korean flavors and vegetarian options.
Today
On the corner
A neighborhood market and sandwich counter at Valencia and 19th, and a familiar stop before an afternoon at Dolores Park.

Rhea’s founder smiling outside the shop under the oval Rhea’s Market & Deli sign, holding a sandwich cut in half out toward the camera

In 2009, James introduced the expanded sandwich menu that would help build Rhea’s reputation. His approach brought deli classics together with Korean flavors, vegetarian options, and combinations that quickly found an audience beyond the neighborhood. The Korean steak sandwich became an early signature, earning attention from KQED’s Check, Please! Bay Area and NPR’s Sandwich Monday.

That variety remains part of Rhea’s identity. Turkey and havarti, hot pastrami and Swiss, vegetarian BBQ chicken, pickled vegetables, and garlic aioli all have a place on the menu. Sandwich names carry their own personality, borrowing from San Francisco streets, sports, and the people around the store.

Some of those names tell a neighborhood story of their own. The @Studio_Dad honors longtime customer and music producer Patrick Brown, whose work at nearby Different Fur Studios connected Rhea’s with years of musicians and friends.

Come find us at Valencia and 19th.

800 Valencia Street
San Francisco, CA 94143

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A family counter on a Mission corner.

800 Valencia, through the years.

The Choi family takes over

The sandwich menu grows

On the corner

Deli classics, Korean flavors.

Come find us at Valencia and 19th.