“As you enter, we want you to get a sense of warmth and coziness. We emphasise personal service and making our guests feel welcome, as if they are visiting friends. Public deli is much more than a restaurant — it is an experience,” says Drífa Daníelsdóttir of the restaurant and shop she founded with her husband Kristinn Skúlason two years ago.
Loved by locals and travellers alike, it offers a variety of outstanding food made from the freshest top-quality ingredients. And what’s more: it is also a shop offering a curated array of culinary products, including local produce.
“We have always had a passion for food and retail. Through the years, we have traveled around the world and been inspired by so many different places. Coming across this concept of enjoying a meal as well as shopping for fresh produce sparked our vision for Public deli,” Drífa explains. “In fact, we see this as the future. People want easy, practical, and comfortable solutions that allow them to eat well, shop for necessities, and feel a sense of community at the same time. This idea of combining comfort, experience, and human connection is exactly what we are building here at Ásbrú.”
Located on the Reykjanes Peninsula, only a few minutes’ drive from Keflavik Airport, Ásbrú was the obvious choice for the couple. “It has quite a diverse community of people and businesses, but before Public Deli’s arrival, it lacked both a restaurant and a store. We spotted an opportunity to offer a service that improves the lives of the locals, and it turns out that we were right. This is just the beginning.”
„To us, this isn’t work, it’s a passion, and a life project that keeps us young at heart”
A passion and a life project
After decades of successful retail and business ventures, most might choose to retire but Drífa and Kristinn weren’t quite ready to settle down. “A few years ago, we decided to take a moment and consider our next move. We could have retired, but that isn’t in our DNA. We are brimming with energy, experience, and creativity, and we felt the need to harness that into something new and exciting. For a long time, we had dreamt of launching our own venture, combining food, community, and experience. To us, this isn’t work, it’s a passion, and a life project that keeps us young at heart,” she says enthusiastically. “The big a-ha moment came when Kristinn — born and raised in the region — found this location. Then we knew that this was what we were meant to do.
This place has such a rich history and character — the Ásbrú area used to be a US Army base, and here was its very first dining establishment: Viking Restaurant. After that, another restaurant was here for many years. We felt this was our chance to create something unique, so we transformed the dining hall and the kitchen, which today is among the biggest and best-equipped in Iceland. From the beginning, this project has been both demanding and exciting. We are certain that it was the right step. On February 1st, 2026, we will celebrate Public Deli’s second anniversary, both thankful and proud.”
“The Ásbrú area used to be a US Army base, and here was its very first dining establishment”
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A varied menu of flavour and freshness
What makes Public Deli stand out?
“Here, everything is made from scratch, for example, our sourdough bread, sauces, pesto, oils, and soup. We take pride in a varied menu suitable for everyone, whether you wish to grab some food to go or enjoy a cozy meal at the restaurant. We also have a fantastic team that has been with us from the start and helped us create a unique atmosphere. We are especially proud of our popular Public Deli sourdough sandwich, our fresh salad, and our béarnaise hamburger, which has been a major hit. Everything is made from top-quality ingredients, emphasising flavour and freshness; these are the dishes that people come back for and enjoy again and again. We have been inspired by so many places, and every dish carries a fraction of experience, passion, and memories shaping us both as people and as entrepreneurs.”
“Here, everything is made from scratch”
How do you successfully cater to both locals and travellers?
“By emphasising variety and flexibility. Our menu caters to both locals seeking wholesome, tasty everyday fare and travellers seeking an authentic experience. Our spacious dining hall enables us to receive both individuals and large groups, with everyone finding something to their liking.”
“Our menu caters to both locals seeking wholesome, tasty everyday fare and travellers seeking an authentic experience.”
Like a little family
Asked what it is like to be partners both privately and professionally, Drífa points out that that is really all they know. “We have worked together for so many years and learned to make the most of each other’s strengths and abilities. We divide responsibilities, trust each other, and allow ourselves to enjoy what we do best. Being able to share such an endeavour with one’s spouse is quite precious. It requires trust, communication, and a sense of humour, but the reward is so much greater. This journey has taught us that we are stronger together. We have grown as individuals and as a team, learned to make decisions together, solve problems, and balance our professional and private lives. This venture has taught us patience, resilience, and to enjoy the small victories every single day. We get so much joy and energy from interacting with our patrons and our staff, and watching everyone enjoy good food and a positive atmosphere. Our kitchen is the heart of the business, and watching it come to life day after day is quite extraordinary. Public Deli is like a little family consisting of our employees and our patrons.”
What has been the biggest challenge so far, and how did you overcome it?
“As with every new project, we have had to prove our worth to both our customers and ourselves. Our biggest challenge has been building trust and customer loyalty. We achieved that by means of maintaining stability, professionalism, and keeping our promises. Our steady growth demonstrates that we have kept the right course, and people appreciate our efforts.”
What is on the horizon for Public Deli?
“We have only just begun creating a dining experience that brings joy, strengthens the community, and allows us to wake up every day with a smile. Now, our dream is to further expand Public deli, and possibly open more outlets — maybe Reykjavík is next?”
Public Deli is HandPicked by picky locals
INSIDER TIP
Er eitthvað sem er í nærumhverfinu ykkar sem hægt er að benda ferðalöngum á að gera og prófa. Eins og kaffihús og þá hvað er það sem þið elskið á þessu kaffihúsi. Eða sundlaug, gönguleið, Verslun eða annað sem þið getið mælt með og gerið sjálf. Má vera tveir eða fleiri hlutir með smá lýsingu af hverju.
