When Geneva Franciskovich finally struck a deal to purchase an old boba spot on Pomeroy Avenue, she thought, “Holy shit. This is crazy.”
That night she was out to dinner with her family, reveling in the feat. She’d just pushed six years’ worth of savings into buying space on one of the most competitive streets in Pismo Beach.
Franciskovich’s journey wasn’t linear, though. Before reaching the deal, she had a few frustrating trials. Some ideas didn’t fit into the Pomeroy atmosphere and one deal soured. But it all prepared her to open Swell Sandwich Shop in April this year.
“I’ve grown in ways that I never thought that I would have, even though I knew I would grow as a person through this,” Franciskovich said.
Coastal cold cuts
Visit Swell Sandwich Shop daily from 11 a.m. to 4 p.m. at 231B Pomeroy Ave. in Pismo Beach. Follow on Instagram @swellsandwichshop.
The 23-year-old dreamed of being an entrepreneur for years. Her parents were always self-starters, teaching her the ins and outs of small business life during dinner-table conversations. Franciskovich even worked for their retail business for about a year leading up to the debut of Swell. Her parents “hammered in” lessons about logistics and decision-making, priming Franciskovich to one day be her own boss.
“It’s something I knew I wanted to do. Even when I was 19, 20 [years old],” she said. “So, I kind of knew I wanted to do something on my own for sure.”
A couple of years at Cuesta College convinced her that she enjoyed the hustle and bustle of professional life much more than sitting in a classroom.
Growing up in San Luis Obispo County, Franciskovich’s first food industry gig was a three-year tenure at Rosa’s Italian Restaurant in Pismo. She showed up as a high schooler with her résumé and started work the next day.
“I got kind of catapulted into this restaurant life,” Franciskovich remembered.
She was then on staff at Giuseppe’s Cucina Italiana, and without recognizing it, the seeds of Swell Sandwich Shop were planted.
Franciskovich found herself wanting to grab a quick lunch during long shifts but was met with lines of tourists at the downtown Pismo restaurants. A half-hour break wasn’t long enough for a sit-down meal, either.
She said she wished a place like Swell had been open back then.
“Everybody pretty much on this street in particular is tourist-forward. I’m going to do it the other way, and I’m going to go local-forward,” Franciskovich said. “And still, of course, be super cool with the tourists and have them in. I love having them in, but I was like, ‘I want to make this a local spot since I am local too.’”
So far, the business owner has noticed a large part of her customer base is people who work at the nearby restaurants, hotels, and retail stores. She enjoys serving them because she was in their shoes not long ago.
Even when they’re not mid shift, local employees come by for a quick lunch. It’s a classic beach town move: grab a deli sandwich, chips, and soda to take to the beach. Franciskovich has done it countless times.
“Going to get a sandwich on a day off and then going to the beach with my book and then jumping in the water without the surfboard, … like, this is the life,” Franciskovich said. “It makes me super stoked because some people do the same when they come in here.”
As it was, the options for a sandwich near the pier were slim. Swell Sandwich Shop specializes in the build-your-own masterpiece.
Franciskovich makes near daily grocery and bakery runs. Keeping a simple menu means less food waste and a higher level of execution.
“It’s just me in here. Every day, it’s just myself,” she explained. “If I get somebody else, it would be super easy to train them.”
‘Everybody pretty much on this street in particular is tourist-forward. I’m going to do it the other way, and I’m going to go local-forward.’
—Geneva Franciskovich, Swell Sandwich Shop owner
Ingredients are limited but fresh. Salami, turkey, and ham. Provolone cheese. Lettuce, pickles, pepperoncini, onions, and tomatoes, along with French bread from Edna’s Bakery in San Luis Obispo. Diners mark their orders on a paper form, hand it over, and watch Franciskovich assemble.
“Especially the tomatoes and the lettuce, I try to slice that almost per order,” Franciskovich said.
Nobody ordering in the late afternoon will be eating tomatoes sliced when she opened at 11 a.m.
Credit: PHOTO BY MADISON WHITE
It’s almost like going over to a loved one’s house for lunch, if they lived in an elevated, chic surf shack. Her two boards are propped up in the back of the shop. She had to remove a ceiling tile to stand the long board up straight.
One wall is dotted with covers from vintage surfing magazines, and the inside pages are cut up in collage form on the opposite side of the store. Jack Johnson and Sublime are likely heard over the speaker.
“It’s been the most easy and fun part for me,” Franciskovich said about decorating the shop.
The name Swell evokes a coastal vibe, too, matched by cool blue and yellow tones inside.
However, it was never all sunshine and easy breezes. The young business owner overcame a heavy dose of external doubts and arched eyebrows. Who opens a sandwich shop at 23?
Franciskovich did. ∆
Sun Staff Writer Madison White’s perfect day off also includes a sandwich at the pier. Share yours with her at mwhite@santamariasun.com.
This article appears in July 16-23, 2026.
