East Coast Comfort Food Meets West Coast Vibes at Big Jim's Roast Beef in Pacific Beach

Chef James 'Big Jim' Jones brings his favorite Massachusetts-style roast beef sandwich to Southern California

Apr. 1, 2026 at 11:21pm

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After moving from Massachusetts to San Diego, Chef James 'Big Jim' Jones opened his own restaurant, Big Jim's Roast Beef & Subs, to introduce his favorite regional sandwich, the North Shore 3-Way, to the West Coast. The restaurant has found success with its East Coast-inspired roast beef sandwiches and sides, as well as its community involvement in the Pacific Beach neighborhood.

Why it matters

Big Jim's Roast Beef & Subs represents the blending of regional food cultures, as an East Coast specialty finds a new home and loyal following on the West Coast. The restaurant's ability to thrive in a competitive market and connect with its local community showcases the power of bringing unique culinary experiences to underserved areas.

The details

Jones opened Big Jim's Roast Beef & Subs in Pacific Beach after moving from Massachusetts, where he grew up cooking and working in restaurants. During the COVID-19 pandemic, he purchased a deli slicer and started selling his favorite roast beef sandwiches, the North Shore 3-Way, out of a pop-up. The 3-Way features thinly sliced, rare roast beef piled high on a buttered, toasted onion roll with mayonnaise, white American cheese, and a tangy, peppery barbecue sauce. The restaurant's menu also includes other regional favorites like the French Dip and Steak & Cheese sandwiches. Big Jim's has found success, doubling sales each year for the first four years and earning recognition as one of San Diego's best sandwich spots.

  • Jones moved from Massachusetts to San Diego in October 2015.
  • He started selling sandwiches out of a pop-up during the COVID-19 pandemic in 2020.
  • Big Jim's Roast Beef & Subs opened its brick-and-mortar location on Cass Street in Pacific Beach about 2.5 years ago.

The players

James 'Big Jim' Jones

The chef and owner of Big Jim's Roast Beef & Subs, who grew up in Massachusetts and brought his favorite regional roast beef sandwich to San Diego.

Big Jim's Roast Beef & Subs

A Pacific Beach restaurant that specializes in East Coast-inspired roast beef sandwiches, including the signature North Shore 3-Way.

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What they’re saying

“If you aren't using James River, you're not doing it right.”

— James 'Big Jim' Jones, Chef and Owner

“It's been almost six years doing this, and I could still eat a 'Super Beef' every single day. They're very well constructed, with the tanginess of the barbecue, the soft flavor of the beef, served on a crispy onion roll made with a butter and beef tallow mixture that we grill all the buns in, made in-house.”

— James 'Big Jim' Jones, Chef and Owner

What’s next

Big Jim's Roast Beef & Subs plans to continue expanding its presence in the Pacific Beach community, with the chef exploring opportunities to open additional locations or partner with more local businesses and organizations.

The takeaway

Big Jim's Roast Beef & Subs showcases the power of bringing unique regional cuisine to underserved markets. By blending East Coast comfort food with West Coast sensibilities, the restaurant has found success in building a loyal customer base and becoming a beloved part of the Pacific Beach community.