Year of Eating Differently (14): Shelly's, Dean Street

So, next door to Make Mine and kind of its personable alter ego. Again, you can specify what you want and somebody constructs it for you, but somehow they have recognisable personalities and actually recognise you if you go back a few times. Ah, the halcyon days when they knew to make me two marmite bagels every morning... And Ian Hislop (he of Private Eye) has a 'usual' when he goes there.

Shelly's tricolore gets toasted in a panini press, and possibly that, combined with somebody not slapping on the oil like their life depended on it, gives you a sandwich that's not half as oily. Ok, it's slightly bland compared to the Make Mine experience, but you don't have that feeling of oh my god I'm going to die soon from this sandwich that Make Mine can inspire. Plus the pesto, the sundried tomatoes, the cheese, the avocado are all perceptible flavours within the hole, rather than the sledgehammer effect of their rivals.
On the downside, service can be a little slow, but you can expect a queue anywhere at lunchtime in Soho. 4.00 for the sandwich.