This is as local-business as it gets - this deli has been around for decades. For Phoenix, that's like a millenium. I've been to Cheese and Stuff for lunch about 8 times in the past year, and I've always had a delicious sandwich. They have a huge menu and I'm sure if you want something that's not listed, they'll make it for you. I can't remember the owners' names, but they are always friendly and happy to see you. The dining room does leave a bit to be desired so plan to take your sandwich to go - the only suggestion I'd make for cheese and stuff is perhaps tout yourself as to-go only, lose the tables altogether and make a little more room for unique German gifts and such. Perhaps add a delivery service instead? Okay, now I'm dreaming.
PS in the summer time you can get a fresh squeezed 32 ounce lemonade for a dollar. It is FANTASTIC. And the iced tea is delicious and always fresh.