When people think of Traversos most think of wine. But now that the store is in its new digs in the Fountaingrove Village shopping center the sandwich seems to be upstaging the wine. Yes, it appears people are developing a sandwich palate.

On the first day Traversos’ opened — right after Memorial Day — the shop ran out of bread at 3 p.m. The second day it ran out of bread at 5 p.m. and on the third day, with twice as much bread ordered, the supply barely made it to its 7 p.m. closing time.

Co-owner Bill Traverso said “We’re working on a case of pre-made sandwiches (made in the morning) because we have such a big volume.” Deli clerk Bill Thompson said there’s four times as much sandwich business as when the store was downtown at 3rd and

B St

. The signature sandwich – for 28 years running – is the Prosciutto Caprese, a sourdough roll with imported prosciutto, fresh mozzarella, tomato and a basil leaf, all on a spread of basil aioli.

The store, now at

2097 Stage Coach Rd.

, is Traversos’ fourth location in Santa Rosa, with the first at 4th and

A St.

in 1932. You could call the shop an institution – one that appeals to the likes of 79-year old Jack Miller who has been a loyal customer for 50 years. “I like the people, the atmosphere and the bloody food is terrific,” he said with a wink.

Despite the sandwich mania, wine continues to have the biggest play in the new shop with rows filling most of the space. Naturally there’s a good showing of local wines, as well as sparklers and champagnes. And of course, Traversos wouldn’t be Traversos if it didn’t have a great selection of Italian imports.