SCORE Pitch Hits the Spot for Etown Deli

It’s rare for an employer to hire with the intent of helping staff gain experience and find a better job opportunity. But that’s the mindset for Kristin and Ed Cunningham, owners of The Spot Hometown Deli.

Ed, a former police officer and Kristin, a nurse of nearly 25 years, have decades of experience “dealing with broken people” as they re-enter the workforce after an incarceration, post-recovery, or amid homelessness.

“This is just a different way for us to serve that community while also serving the community at large,” Ed said of their decision to open the business in April 2023. “We could take people who other businesses wouldn’t hire, bring them in and get them the experience that they need so that they can go and get a better job somewhere else. We want to give them the hand up, give them what they need to go and do more.”

Becoming part of the Elizabethtown community and giving back was the impetus behind starting the deli, Kristin said.

“The truth is, really opening a restaurant, although it was a dream, it didn’t make much sense,” Ed said, recalling his days as a line cook 35 years ago and Kristin’s work as a server some decades earlier.

Soon after opening, the couple began working with SCORE, a nationwide nonprofit supporting small businesses through free mentoring. Their mentor, who has since retired, was instrumental in helping the Cunninghams perform a budget analysis, and brainstorm ideas to increase sales. He even spent some early mornings with Ed as The Spot was rolling out its breakfast menu.

“He spent three or four mornings in here teaching us how to flip eggs and make hash browns,” Ed said. “SCORE has really helped us figure out our way.”

With their breakfast offerings finalized and bagel sandwiches selling increasingly faster month-over-month, the couple sought to take their eatery to a larger audience via SCORE’s 60th Anniversary Pitch Competition. Out of more than 2,200 small businesses, The Spot Hometown Deli secured third place in the Philadelphia event, earning a $5,000 prize.

Contestants were narrowed down to 60 finalists who pitched their business ideas live before panels of judges at five regional events. Participants were matched with SCORE mentors to refine their pitches, strengthen their presentations, and hone their business plans.

The Cunninghams collaborated with SCORE mentor Rhanisha Hill, of the Susquehanna chapter, who has experience with pitch contests.

“While we did click instantly we hadn’t worked together long before their pitch,” Hill said. “I coached them through the process.”

Ed said they had not realized how large the competition was or how many other businesses they had competed against to advance to the finals.

“We thought we were top 10 out of 20 or 30. It really gave us a bit of confidence,” he said. “The other good thing was the connections that we made. We ended up becoming partners with four of the other competitors and we’re selling their products. We used it to really make lasting relationships.”

Next to building relationships with fellow entrepreneurs and throughout their Lancaster County community, the Cunninghams are hyper-focused on crafting the best food possible from high-quality ingredients.

“The club sandwich is our best seller,” Ed said. “We’re becoming famous for our Reubens and Rachels.”

Another noted offering, the Man Cave, features corned beef, aged provolone and a BBQ beer mustard.

Monthly and weekly specials rotate and include such mouth-watering eats as spaghetti and meatballs on garlic bread with mozzarella. Ed recently perfected a recipe for Reuben soup, which features corned beef, sauerkraut, homemade rye croutons and shredded Swiss cheese on top.

“There’s three of us that have culinary training,” he said. “We stand in the back and say, “what about this?”’

Similar to their love of providing opportunities to community members in need, the Cunninghams too are committed to giving back to their employees. In addition to purchasing new refrigeration equipment with the pitch contest winnings, the couple earmarked funds to “give a little bit back to two top managers,” Kristin said.

To learn more about SCORE, request a mentor, or volunteer to be one, visit score.org.

About SCORE

Since 1964, SCORE has helped more than 17 million entrepreneurs start, grow, or successfully exit a business. SCORE’s 10,000 volunteers provide free, expert mentoring, resources, and education in all 50 U.S. states and territories. Visit score.org.