Mr. Pickle’s Sandwich Shop, a Valley based sandwich brand known for its craveable menu and loyal following, is bringing its signature sandwiches to Peoria with the opening of its newest location. The restaurant, located at 9940 West Happy Valley Parkway near Lake Pleasant, spans 1,207 square feet and is open Monday through Sunday from 10a.m. to 9 p.m.
The Peoria restaurant will be led by family franchisees and proud Peoria residents Tim and Julie Severson, a husband-and-wife team whose journey to entrepreneurship was shaped by decades of corporate leadership, a commitment to family, and a desire to invest in the West Valley community they call home.
Tim Severson moved to Phoenix from Lansing, Michigan, in 1995, arriving within days of completing college. Drawn west by opportunity and climate, he earned a degree in business management from Western Michigan University and found his footing in apparel retail.
What began as an entry level role evolved into a 30-year corporate career. Severson advanced through leadership positions at major retail apparel brands including spending a decade with PacSun, where he served seven years as a district manager and three years as a regional director overseeing 72 locations across nine states. He later joined Tillys, spending 13 years as a regional director responsible for 58 locations across nine states and a region generating approximately $150 million in annual revenue.
While professionally rewarding, the corporate career required extensive travel. For more than 16 years, Severson logged between 90 and 100 flights annually. In 2021, the cost of those miles prompted a reevaluation of priorities and a desire to build a business closer to home.
That reflection led the Seversons to franchising in the restaurant world. They signed an area development agreement with Nékter Juice Bar and currently own two West Valley locations. As opportunities for growth narrowed across the West Valley, the couple began searching for a complementary brand that aligned with their operational experience and desire to stay local.
The opportunity emerged in early 2024 when Tim and Julie attended a multi-unit franchise conference in Las Vegas. Though the intent was exploration rather than commitment, they connected with the Mr. Pickle’s team and were drawn to the brand’s people focused culture and Arizona roots. After returning home, the couple visited a Mr. Pickle’s location and quickly recognized the appeal, from the high-quality ingredients used in the sandwiches to the thoughtful store design and strong investment in technology.
The Peoria restaurant is uniquely personal for the Seversons. Located at Four Corners, just down the street from their home and directly across from their Nékter Juice Bar, the site allows them to operate two complementary concepts within the same neighborhood. They have lived in Peoria since 2011 and raised their family in the community.
Julie Severson brings extensive leadership experience of her own, having spent 17 years as a general manager with Victoria’s Secret and six years in a corporate position with Target. She left the corporate world in 2024 to join her husband full-time, marking a new chapter as an entrepreneurial couple building a business together.
The Seversons plan to grow the Mr. Pickle’s brand across multiple locations around the West Valley over the coming years, prioritizing community connection, operational excellence, and balance.
“Since 1995, Mr. Pickle’s has been a premier full-service sandwich shop specializing in innovative sandwiches, salads and catering,” said Mike Nelson, chief executive officer and longtime customer who purchased the brand in 2020 when original founders Frank and Michele Fagundes retired. “During its first three decades, thanks to its company culture, incredible recipes and all its fans, the brand grew exponentially. In 2021, we moved our headquarters to Arizona and launched the brand here to tremendous support.”
Mr. Pickle’s sets itself apart by avoiding big box vendors for core ingredients, instead partnering with artisan bakers, regional farms and ranches to source its products. The result is a menu built around specialty breads and thoughtfully crafted offerings rather than standardized sizes.
“You will not see six inch and footlong sizing from us, more specialty breads than uniform options,” Nelson said.
A leader in online ordering technology, Mr. Pickle’s partners with DoorDash and has invested in Paytronix Systems Inc., a digital guest experience platform that enables direct ordering and delivery through its website. The brand also offers an extensive catering menu, ranging from individually wrapped deli boxes to premium large-scale spreads, salad selections and health-conscious wholesome box options.
The launch in Peoria marks Mr. Pickle’s eighth location in Arizona and follows what has been 18 months of exponential growth. Recently, the brand was named among Restaurant Business’ “Future 50” for the first time in its 30-year history, earning the No. 31 ranking nationwide based on systemwide sales and responsible growth. In addition, the brand was named among the top 100 Movers & Shakers in the United States by Fast Casual in 2024, coming in at No. 66. In 2025, Mr. Pickle’s also reimagined its menu for the first time in the brand’s 30-year history, along with the launch of three new wraps.
The new trio of wraps includes the chicken fajita wrap, featuring chicken breast, pepper jack cheese, Baja sauce, bell peppers, red onion, jalapeños and tortilla strips; the buffalo ranch wrap, with chicken breast, pepper jack cheese, hot sauce, ranch, tomato, red onion and lettuce; and the chicken cranberry wrap, made with chicken salad, Swiss cheese, cranberry sauce, tomato, red onion and lettuce.
Mr. Pickle’s recently rolled out a redesigned menu layout organized by protein type — Turkey, Chicken, Roast Beef/Pastrami, Fan Favorites and Mother Nature.
“We evolve with our guests and after 30 years, we’ve reimagined our menu layout to better showcase our options and give guests what they have been asking for,” says Nelson. “By grouping items by protein, we’re simplifying the experience and satisfying cravings without ever cutting corners on the quality that has defined the brand for 30 years.”
That quality, Nelson adds, is the result of Mr. Pickle’s ongoing partnerships with artisan bakers, regional farms and ranches that source their products and make every item unique to the brand. Mr. Pickle’s has also teamed up with a premier bakery out of San Francisco whose mother dough dates back more than 150 years to make its custom ultra-specialty rolls and sliced sourdough.
For more information or franchise opportunities, visit mrpickles.com.
