A Massachusetts transplant named James "Big Jim" Jones brought North Shore-style roast beef sandwiches to the West Coast when he opened Big Jim's Roast Beef, an American sandwich shop at 4508 Cass St, Suite B, 92109, in September 2023. Jones moved from New England to San Diego in 2016 and cut his teeth in local kitchens at Ono Grinds, Wicked Maine Lobster, and the Little Italy sushi bar Cloak & Petal before launching his own concept during the pandemic in 2020. The idea started when he picked up a deli slicer on OfferUp and began slow-roasting beef at home for friends, which led to pop-ups at Poor House Brewing in North Park and booths at the Ocean Beach and Oceanside farmers markets. The signature Super Beef features slow-roasted top-round beef piled high on a griddled caramelized onion bun with James River BBQ sauce shipped from the East Coast, white American cheese, and mayo. Sports fans on Cass Street often pair a Super Beef with drinks at Sandbar Sports Grill nearby. All meats are cooked in-house and sliced fresh daily, and house-made sauces—including a horseradish mustard and cherry pepper relish—set the menu apart from standard sub shops. Big Jim's earned the number 33 spot on Yelp's 2025 Top 100 Places to Eat list and was featured on San Diego Magazine's Happy Half Hour podcast in early 2026. American comfort food fans exploring the Cass Street corridor will also find hearty options at Firehouse American Eatery & Lounge. Jones still pops up at the Ocean Beach Farmers Market on Wednesdays and the Oceanside Sunset Market on Thursdays, keeping the business connected to the community roots where it started.