I can't figure out why so many people rave about this place!
The store itself is pretty wonderful, I agree: unusual offerings in the meat (helpful butchers), dairy (mmm...cheese), and treat (yay for European chocolate!) departments. If you like wine, the selection looks good, but don't take my word for that. Do take to heart this review of the deli's food: greasy, unhealthy, unappealing, unsatisfying! Even the salad was disappointing, with its lackluster lettuce and plastic-packaged dressing. I've been coerced into trying breakfast and lunch over the years, but assume dinner is a duplicate.
The main reason to go is its proximity to the Carlsbad Ranch Market! Opt for their hot and cold food bar for a healthier alternative to Tip Top, and get a sample of their freshest fruit while you're in there.