Walk into Mad Grocer & Deli at Crosstown Concourse, and you’ll step into a scene that feels alive. Office workers swing by for a quick deli sandwich, high schoolers raid the snack aisle for chips and honey buns, and apartment tenants grab groceries on their way home. Music blares from a boom box, the smell of something delicious lingers in the air, and the counter bell rings—your sandwich is ready.
But Mad Grocer isn’t just a grocery store or a deli. It’s the manifestation of a dream—one fueled by a whirlwind love story, a longing for home, and a deep desire to build something that balanced passion with family.
At the heart of it all are Josie and Max, a husband-and-wife duo whose journey to Memphis was anything but predictable.
Their love story began in post-Katrina New Orleans—Josie, a bartender, and Max, a seasoned chef, met when he’d stop by after his shifts.
“He courted me for a few weeks, we went on a date, and two weeks later, he moved in,” Josie recalls with a laugh.
That whirlwind romance has lasted 19 years, through cross-country moves, financial uncertainty, and moments that would break even the strongest couples.
“It was bad after Katrina,” Josie remembers. “The city was a mess, everything was uncertain, and we just needed to get out.”
So they did.
They moved four times, navigating everything from car breakdowns on Christmas Eve in Alabama to scraping by in North Carolina during peak winter. In San Francisco, Max worked on a Michelin-star restaurant project, but the relentless grind and sky-high cost of living made staying—and leaving—equally impossible.
When a chef opportunity led them to Memphis, they took the leap, not knowing what the city had in store for them.
For Max and Josie, corner grocers in New Orleans weren’t just stores—they were neighborhood staples. They were places where you could grab a po’ boy or a last-minute ingredient and end up staying a while.
That’s the feeling they wanted to bring to Memphis: a grocery store and deli that felt personal, creative, and welcoming.
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Since opening, Memphis has embraced Mad Grocer & Deli in ways they never expected. Their dedication to quality and creativity has led to collaborations with some of the city’s best chefs—like their banh mi-style sandwich featuring Amelia Gene’s duck terrine, a special born from a mutual connection with Chef Nate Henssler.
Their reputation has grown, with features in Edible Memphis and The Daily Memphian highlighting their commitment to pushing boundaries in the local food scene.
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Food writers have taken notice too—Jennifer Chandler praised their Reuben as “the real deal,” and Joshua Carlucci couldn’t resist trying multiple sandwiches in a single visit.
Josie and Max have also used their platform to give back.
A pig roast dinner last January raised $3,600 for Special Olympics Tennessee and Special Olympics Memphis.
“We’re not just running a business,” Josie says. “We’re part of something bigger.”
Even as they’ve built a life in Memphis, their New Orleans roots remain a constant influence.
“We carry it with us,” Max says.
You can taste it in their ever-changing specials board, where seafood gumbo or crawfish andouille regularly make an appearance.
And then there’s the Mempholatta—their take on the classic muffuletta—a staple that brings a taste of home to Memphis.
But it’s not just in the food.
Step inside, and you’ll find shelves stocked with knickknacks and oddities that wouldn’t feel out of place in a quirky French Quarter shop.
“We’re not normal,” Josie says. “You’ve heard our story. And before Memphis? He had a whole other life—just as wild.”
(Let’s just say Max’s time in San Francisco involved cooking camels, pythons, and an unforgettable experiment with an entire goat and a lot of yogurt.)
Through all the chaos, one thing has remained constant: their love for each other and the madness they’ve built in Memphis.
“Since opening Mad Grocer, we get to have family dinners every night. Sundays off with our kid,” Josie shares. “That’s something we never had before.”
Next time you’re at Crosstown, stop by and check them out. One bite of Max’s creations, and you’ll be saying it too—“We’re all mad here.”
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