Before Franklin Mercantile Deli moved into 100 Fourth Avenue North, an antique store occupied the space. Graeme and Corrie Asch and Annie and Darryl McCreary bought the property in 1999, removing dusty knick-knacks and Lincoln's prenuptial agreement to make way for homey wooden tables and wingback chairs. The opening year, Southern Living magazine profiled the owners and their early successes; it lauded the deli's "comfortable shabby-chic atmosphere" in measure with its "even more appealing" menu, which teeters on the brink of gourmet. Although sandwiches have familiar titles, many have an unexpected twist: the BLT gains an evocative flavor from a slather of sun-dried-tomato cream cheese, and the flank steak balances beefy notes with a bright basil dressing.

The restaurant dabbles in live music and is fully committed to showcasing the works of local artists. Photographs and paintings decorate the dining room, along with a few handicrafts from the founding partners—Annie slipcovered a sofa, and Graeme and Darryl built the counter and shelves.