In 1986 James used his knowledge, ability and passion for good food to launch his first sandwich shop in a suburb of Birmingham. His reputation for providing the finest quality, freshest, distinctive and best presented sandwiches soon spread and customers came from far and wide to sample his sandwiches. In 1991 James' innovative approach was recognised and rewarded with the accolade of runner-up in the prestigious Volvic Perrier Sandwich of the Year competition.