At bustling Italian cafe Assaje, Sicilian baker Dani is winning fans one tray of freshly made focaccia at a time.
There’s a point most days outside Assaje when people walking along Glossop Road suddenly stop in their tracks.
The reason is usually sitting in the window. Freshly baked focaccia, golden and still warm, has a habit of catching the eye. For co-owner Dani, that reaction never gets old.
“People see it in the window and you can see it takes their eye,” he tells Exposed. “Many people will come straight in after that, and some ask me if I sell focaccia on its own.”
While the Italian café and deli has built a loyal following since opening, Dani is keen for more people across Sheffield to discover what has become its signature offering. And after spending time talking to him, it’s clear that focaccia is more than just another menu item – it’s a craft he has spent years perfecting.
Born and raised in Sicily, Dani grew up surrounded by baking. Before moving to the UK at the age of 24, he worked as a baker and pizza chef in his hometown, learning culinary skills that would later serve him well as the city’s focaccia maestro.
Unlike many cafes and sandwich shops that rely on bread delivered from elsewhere, Dani makes his focaccia fresh every day. It’s baked specifically for service, meaning customers arriving around lunchtime are often getting bread that has come straight from the oven only moments earlier.
It’s one of the reasons Assaje’s focaccia sandwiches have become the café’s bestseller. Customers returning from holidays in Italy regularly tell him they are surprised to find something so authentic in Sheffield.
The menu itself has evolved over the past year. They originally focused on a build-your-own format, allowing customers to customise every sandwich. While that option remains, the café now also offers a selection of traditional combinations for those wanting a quick lunch without having to make lots of decisions.
The emphasis throughout is on quality ingredients and generous portions. Dani is particularly keen to challenge the idea that authentic Italian food must come with a hefty price tag.
“Some people might think it’s expensive,” he says. “But you can build a £7 or £8 focaccia that has no comparison with other products you’ll find around here because it’s always freshly made and top quality.”
And despite appearances, queues move quickly. One thing Dani wants readers to know is that even freshly prepared sandwiches are assembled in minutes, making Assaje a popular option for the local students, hospital staff and workers grabbing lunch during a busy day.
The food offering extends well beyond sandwiches too. Alongside Italian coffee made using Caffè Vero beans, there are classic Sicilian treats including cannoli, as well as homemade cheesecakes and other desserts prepared in-house. An alcohol licence means customers can also enjoy a beer or spritz while taking a break from the bustle outside.
The name Assaje means “a lot” in Italian, and in many ways that reflects the generosity behind the business. Dani now runs the café alongside his wife, Chiara, who helps with everything from social media to management and design. Together they have created a family-run venue built around the sort of hospitality Dani grew up with in Sicily.
“There aren’t many places run by family owners,” he says. “When it’s a family-owned business, you are at the centre of the attention. Warmth and welcome is the main thing here – you will never be just another number coming into the shop.”
That personal approach has helped Assaje earn a devoted customer base and an impressive run of five-star Google reviews since Dani took over the business. He takes pride in remembering regulars, learning their orders and making sure nobody feels like just another transaction.
“I’ll get to know you,” he says. “It doesn’t matter if you’re the 50th customer of the day.”
The café’s future remains firmly rooted on Glossop Road. While some business owners dream of multiple sites, Dani tells Exposed he is more interested in continuing to build what he has created here. There are incoming plans for occasional Italian food evenings and aperitivo-style events, but the focus for now remains the same: good food, warm service and focaccia made properly.
