I tried the new Italian sandwich shop in Dublin that has crowds queuing’ – The Irish Times
Ciaran McGonagle’s Morso, a new Italian sandwich shop on Dublin’s Drury Street, sold out within 24 hours of opening, prompting long queues and a 10-minute wait after receiving a buzzer, according to The Irish Times. The former Mani pizza spot, which relocated across the street earlier this year, became a viral sensation after its first customer, with the Chicken Parm sandwich described as “the very best such sandwich” the publication has ever tasted.
The shop, which opened on Friday, posted a sold-out sign by 2:15 p.m., leaving latecomers disappointed. McGonagle, a Donegal native, previously ran Coppinger Row, a nearby restaurant that closed during the pandemic. He pivoted to a food truck selling Roman-style “al taglio” pizza, which gained popularity before he opened Mani in 2024. Morso, his latest venture, focuses on made-from-scratch sandwiches with fresh bread, roasted meats, and house-made sauces, though service times average 20–30 minutes.
Why It Matters
The rapid success of Morso highlights the resilience of small businesses adapting to post-pandemic consumer trends. McGonagle’s shift from catering to a physical sandwich shop reflects a broader movement toward hyper-local, artisanal food experiences. The shop’s reliance on Irish ingredients and its “build-the-plane-in-the-air” approach to operations underscore the challenges of balancing quality with speed in a competitive market.
What May Happen Next
McGonagle has indicated the 20–30 minute service time could improve as operations stabilize, though he emphasized prioritizing quality over speed. The shop’s reliance on social media buzz, particularly from Instagram followers, suggests future growth may depend on maintaining its viral momentum. However, scaling the “everything-from-scratch” model could test the team’s ability to meet demand without compromising standards.
Frequently Asked Questions
What caused Morso to sell out so quickly? The shop’s rapid success was driven by pre-opening social media hype, particularly from followers of McGonagle’s previous ventures, and the novelty of its made-from-scratch sandwich model.
How long is the typical wait time? Customers report a 10–30 minute wait after receiving a buzzer, depending on the volume of orders and the complexity of the sandwich.
What makes Morso’s sandwiches unique? The shop uses freshly baked bread, roasted meats, and house-made sauces, with a focus on Irish ingredients. The Chicken Parm, in particular, was praised as “the very best” by The Irish Times.
Could the long wait times deter future customers, or will the quality sustain demand?