SHOSHONE - Shelley Braatz, the former owner of Shelley's Deli in Hailey, is not afraid to launch a business in this troubled economy.

Braatz is steering the ship as manager of Cup of Joe, a new coffee and espresso restaurant that features a wide variety of sandwiches and baked goods in the Wild West Business Park north of Shoshone.

Her recipe for defying the economy is the "Cheers" approach. She offered the example of the popular television sitcom where "everybody knows your name."

"We're trying to capture the local people as well as the commuters. We want to be the place the locals go to hang out," Braatz said.

One of the advertisements for Cup of Joe depicts a man wearing a cowboy hat and work shirt and reads, "No neck ties allowed."

She created an eclectic and homey décor that includes comfortable decorations like framed coffee sacks, a flat screen television and free Wi-Fi for wireless Internet connections.

Bakery treats including scones, muffins, baguette rolls and pumpkin and banana breads are baked fresh daily.

A drive-up window for express service is the only resemblance to fast food eateries. Egg and sausage breakfast sandwiches, biscuits and gravy and baked goods are available for morning commuters as early as 5:30 a.m.

Featuring espresso drinks that include lattes, cappuccinos and mochas, there is also regular coffee, fresh fruit smoothies and Coca-Cola products.

The signature hot sandwich is the pork carnitas on a baguette roll with avocado, green onions, pepperoncini, cilantro and fresh lime squeezed on top.

Another unique sandwich is the Godfather, with mayonnaise, spicy mustard, hard salami, bologna, cotto salami, red onions, tomatoes, pepperoncini and melted provolone.

Braatz said no prepackaged meats, cheese or produce are used and everything is sliced fresh daily.

"Our goal is to have fresh local produce," Braatz said. "We use the freshest, best ingredients we can. We'd like to start using locally grown products as much as possible."

She said she is hoping to get more locally produced foods including meats furnished by local farmers.

Wild West Business Park owner Jerry Turco owns the deli and it serves as an anchor for the small shopping center that was built in 2008.

John Plestina may be reached at jplestina@magicvalley.com or 208-358-7062.