The Stoler Report – Survival of the Deli Business: Passing On the Tradition


♪ [THEME MUSIC] ♪>>>IT’S CALLED DELI. IT’S CALLED SMOKED MEAT, IT’S CALLED PASTRAMI, IT’S HERITAGE OVER HERE. AND TODAY I’VE BROUGHT TOGETHER A THIRD GENERATION AND A FIRST GENERATION DELI MAN, BAGEL MAKER TO PROVIDE US GENERATIONS TO GENERATIONS AND FAVORITE SUBJECT IN NEW YORK, DELI. SO MY GUEST INCLUDE JAY PARKER, PROPRIETOR OWNER OF BEN’S BEST DELI AND CATERING RESTAURANT, FOUNDED IN 1945. >>CORRECT. >>AND FROM MONTREAL CANADA, THE MAN WHO BROUGHT MONTREAL SMOKED MEAT TO NEW YORK CITY, NOAH BERNAMOFF OF MILE END DELI AND BLACK SEED BAGEL AND GRAND ARMY. SO WHAT DID YOUR PARENTS SAY WHEN YOU SAID I’M GOING TO LAW SCHOOL AND I’M GOING TO OPEN UP A RESTAURANT IN NEW YORK CITY WITH SMOKED MEAT, WHICH IS SIMILAR TO PASTRAMI, BUT IT’S DIFFERENT, CORRECT?>>CORRECT.>>FOR MY AUDIENCE, THIS IS SMOKED MEAT AND THIS IS PASTRAMI.>>WELL, MY PARENTS WERE PRETTY SHOCKED, YOU KNOW, BY MY DECISION TO DROP OUT OF LAW SCHOOL AND TO OPEN A DELI, BUT AS MY MOTHER SAYS FOR HER THE MOST IMPORTANT THING IS THAT I’M HAPPY. IF THIS WAS GOING TO MAKE ME HAPPY, THEN SO BE IT. >>I KNOW MONTREAL IS THE HOME OF SMOKED MEAT, BUT I MEAN THIS WAS SOMETHING YOU ALWAYS ATE?>>IT WAS ONLY BECAUSE THE CHOLESTEROL WAS IN MY BLOODSTREAM FROM EATING SO MUCH SMOKED MEAT. NO, IT’S NOT IN MY HERITAGE FROM A FAMILY PERSPECTIVE, BUT CERTAINLY IT’S IN MY HERITAGE AS A MONTREAL JEW. AND, YOU KNOW, IT’S JUST SOMETHING THAT REALLY RESONATED WITHIN ME. AND I WANTED TO BE PART OF IT. >>SO THE SMOKED MEAT IN MONTREAL, IT’S KOSHER STYLE ALL OF IT?>>MOST OF THE — THE DELIS THAT SERVE SMOKED MEAT TEND TO BE KOSHER STYLE, BUT NOT KOSHER. >>OKAY. NOW WE GO TO THE THIRD GENERATION DELI MAN. OKAY. JACOB FIRST, BEN SECOND AND THEN JAY WITH DEGREE FROM HARPER AND ALSO MASTERS WHO WENT INTO THE BUSINESS. WHAT’S GOING ON TODAY IN THE DELI BUSINESS? 73 YEARS LATER. >>73 YEARS LATER AND WE’RE STRONGER AND BETTER THAN EVER. THE FUTURE IS LOOKING GREAT. THINGS HAVE CHANGED A LITTLE BIT, BUT ALL I CAN SAY IS FOR THE KOSHER END OF IT WE SEE SOME GREAT THINGS HAPPENING. NEIGHBORHOODS ARE CHANING BUT WE SEEM TO BE ON TOP OF THAT.>>HERE’S THE QUESTION. THE PRODUCTS — OKAY, YOU BOTH OPERATE SEVEN DAYS A WEEK. WHAT ARE YOUR HOURS?>>8:00 A.M. TO 11:00 P.M. >>AND YOU?>>9:00 TO 9:00. >>SO WHAT IS THE PRODUCT PEOPLE ARE COMING IN FOR? I MEAN, YOU SAW A VARIETY OF THINGS BESIDES THIS BECAUSE YOUR DAIRY AND YOUR MEAT SO YOU’RE NOT LIMITED TO WHAT HE’S DOING FOR ONLY MEAT. WHAT’S THE MAIN PRODUCTS PEOPLE COME IN FOR? AND WHAT ARE THEY LOOKING FOR?>>MOST PEOPLE COME IN FOR SMOKED MEAT SANDWICH OR A CORN BEEF SANDWICH, CORN BEEF REUBEN, BAGELS, TRADITIONAL STUFF. WE ALSO SELL SOMETHING CALLED POUTINE WHICH IS A MONTREAL SPECIALTY WHICH IS ABSOLUTELY HAS NOTHING TO DO WITH JEWISH DELI. IT’S FRENCH FRIES, CHEESE CURD AND GRAVY. AND IT WAS ON OUR ORIGINAL MENU — IT COMES WITH A SIDE OF, YOU KNOW, HEART MEDICATION. >>LIPITOR, YEAH. >>BUT, YOU KNOW, IT’S NOT FOR THE FAINT OF HEART, BUT PEOPLE COME IN AND EAT A LOT OF IT. AND A LOT OF PEOPLE ORDER SMOKED MEAT SANDWICH AND A SIDE OF POUTINE BELIEVE IT OR NOT. AND IT’S BECOME INTERESTINGLY A PART OF HOW OTHER FOLKS HAVE VIEWED DELI. AND IT’S INTERESTING AS OTHER DELIS, NEWER DELIS HAVE OPENED UP AROUND THE COUNTRY, I’VE NOTICED ON THEIR MENUS POUTINE IS THERE. AND I ASK MYSELF, WOW, THAT’S REALLY ODD.>>I DON’T FEEL SO BAD. I THOUGHT I WAS KILLING THEM WITH KNISHES BUT THIS GUY TAKES IT TO THE NEXT LEVEL.>>DO YOU HAVE KNISHES?>>WE DO HAVE KNISHES.>>WHAT ABOUT STUFFED DERMA. >>WE DON’T HAVE STUFFED — >>THAT’S WHERE WE GOT YOU. >>SO WHAT’S THE MAIN ITEM TODAY? THE POPULATION HAS CHANGED, THE NEIGHBORHOOD HAS CHANGED, BUT WHAT’S THE MAIN ITEM TODAY?>>STILL THE CORN BEEF AND PASTRAMI. I REMEMBER YOU CAN GO ANY DINER OR PLACE AND GET CORN BEEF ON THE MENU. IT’S PART OF THE CULTURE, PART OF WHAT AMERICANS EAT THESE DAYS. I DON’T CARE WHAT PART OF COUNTRY YOU GO TO, YOU CAN STILL FIND IT. BUT WHEN YOU NEED THE REAL STUFF, THE REAL DEAL, YOU HAVE TO COME TO PLACES LIKE OURS. >>HERE’S THE QUESTION. YOU’VE BEEN PROFILED ON DINERS, DRIVE-INS AND DIVES.>>NOT SURE WHICH ONE WE ARE.>>YOU WERE ALSO IN THE MOVIE DELI MAN. >>YES. >>OKAY. AND RECENTLY IN THE MOVIE THE COMEDIAN. OKAY. I DID SEE THE MOVIE DELI MAN, YOU HAD THE GUY IN TEXAS WHO BASICALLY — ARE THERE MORE DELIS BEING OPENED? I MEAN, SINCE YOU’RE BOTH IN THIS BUSINESS, DO YOU SEE PROLIFERATION OF DELIS AROUND THE NATION?>>THE ANSWER IS YES. ONE OF MY FRIENDS IS A WHOLESALER, EDDIE FROM A TO Z, CALLS ME UP SAYS HE HAS SOMEONE WHO WANTS TO OPEN A KOSHER DELI IN LOUISVILLE. CAN HE COME FOR A WEEK OR TWO TO NEW YORK. AND LET HIM SEE HOW MY OPERATION RUNS AND THE ANSWER WAS YES, HE CAME FOR A COUPLE OF WEEKS, HE WORKED. >>WAIT A SECOND, THIS COULD BE LIKE AN INTERNSHIP RESIDENCY. >>RIGHT?>>THE TWO WEEK RESIDENCY PROGRAM IN THE DELI BUSINESS.>>HE TOOK IT BACK TO LOUISVILLE.>>WHO ARE YOUR CUSTOMERS TODAY IN THIS STORE? BECAUSE WHEN YOU ORIGINALLY OPEN — I MEAN, WHEN YOUR FATHER OPENED, YOU HAD HOLOCAUST SURVIVORS, PREDOMINANTLY JEWS, NOW IT’S CHANGED.>>WELL, WE’RE STILL A RESTAURANT. SO ANYBODY WHO’S INTERESTED IN EATING RESTAURANT FOOD IS OUR POTENTIAL CUSTOMER. YES, WE SPECIALIZE IN THINGS THAT MIGHT BE, YOU KNOW, EASTERN EUROPEAN, PASTRAMI, STUFFED CABBAGE, GOULASH, THINGS LIKE THAT, BUT STILL TURKEY, ROAST BEEF, ALL THE ITEMS YOU MIGHT WANT. THE KITCHEN IS BETTER THAN EVER. WE HAVE THE SOUPS AND SAUCES ALL TERRIFIC. SO THERE’S NOBODY WE CAN’T — >>ARE YOU ATTRACTING TO THE MILLENNIALS?>>DESPERATELY TRYING TO, YES. THESE ARE PEOPLE WHO LIKE FOOD AND ARE FOODIES. AND THEY’RE NOT PRICE SENSITIVE. I’VE SEEN SOME OF MY OLDER FOLKS LOOK AT THEIR CHECK $15 A SANDWICH, WHAT ARE YOU A THIEF? AND THEN, GEEZ, GIVE ME TWO, IT’S PRETTY CHEAP.>>AND YOUR CUSTOMERS TODAY?>>WE’RE DEFINITELY APPEALING TO MILLENNIALS. WE ALSO APPEAL TO YOUNG FAMILIES WHERE THE ORIGINAL DELI IS IN BROOKLYN IS VERY MUCH A YOUNG SORT OF LIKE A FAMILY ORIENTED EXPAT COMMUNITY FROM THE WEST VILLAGE. >>RIGHT. BUT WHEN YOU OPENED IN 2010, BROOKLYN GENTRIFICATION WAS TAKING PLACE BUT NOT TO THE LEVEL IT’S HAD THE LAST COUPLE YEARS. >>WELL, CERTAINLY IT’S RAPIDLY INCREASED IN THE LAST FEW YEARS. 2010 IT WAS A SLIGHTLY DIFFERENT CUSTOMER WITH SLIGHTLY LESS AFFLUENT WHO’S A YOUNGER CUSTOMER, ACTUALLY. WHEN I OPENED I WAS ONLY 27 YEARS OLD AND I ATTRACTED A LOT OF PEOPLE — >>WELL, YOU KNOW, I WAS ATTRACTING PEOPLE THAT WERE EXACTLY WHO I WAS. PEOPLE LIVING IN THE NEIGHBORHOOD WITH ROOMMATES, RENTERS, PEOPLE WHO ARE STUDENTS OR VERY, VERY EARLY ON IN A PROFESSIONAL CAREER. >>SO HERE’S MY QUESTION. AS I WAS SHOWING MY AUDIENCE, THERE ARE TWO BAGELS. THIS ONE LOOKS NICE AND FAT. BUT THIS IS A MACHINE MADE BAGEL. THEN THERE’S ANOTHER BAGEL OVER HERE WHICH IS HAND MADE IN WATER AND HONEY. WHY DID YOU THE 27-YEAR-OLD WHO WANTED GO INTO SMOKED MEAT BUSINESS GO INTO THE BAGEL BUSINESS?>>IT WAS A NATURAL PROGRESSION FROM DELI TO BAGELS. WE SERVED BAGELS WHEN WE FIRST OPENED THAT WE ACTUALLY IMPORTED OURSELVES FROM MONTREAL, WHICH WAS OBVIOUSLY A POINT OF CONTROVERSY. WHAT, THERE AREN’T GOOD ENOUGH BAGELS IN NEW YORK FOR YOU? SO ME IT WAS A REPRESENTATION OF MY EXPERIENCE IN GROWING UP AS A MONTREAL JEWISH GUY. AND THESE WERE THINGS THAT FELT VERY PERSONAL AND FAR MORE FAMILIAR TO ME THAN A BAGEL IN NEW YORK OR PASTRAMI SANDWICH. SO, YOU KNOW, WE GREW FROM THAT DESIRE TO BRING THOSE FAMILIAR ITEMS FROM HOME. SO IT ONLY MADE SENSE IF I WAS GOING TO ENDEAVOR TO BAKE THE BAGELS MYSELF IN NEW YORK INSTEAD OF THIS FRANKLY, YOU KNOW, STUPID IDEA OF BRINGING THEM DOWN FROM MONTREAL, IT WASN’T STUPID JUST VERY COST INEFFECTIVE. AND SO I DECIDED, YOU KNOW, WE SHOULD REALLY ENDEAVOR TO BAKE OUR OWN BAGELS THAT TAKE THE BEST QUALITIES OF ANY BAGEL FROM ANYWHERE, BRING THEM TOGETHER AND TRY TO PRODUCE. I MEAN, PEOPLE LOOK AT THESE AND SAY, OH, THOSE LOOK LIKE MONTREAL BAGELS. THE TRUTH IS MONTREAL BAGELS ARE A LITTLE DIFFERENT FROM THESE BAGELS AND THESE ARE — THIS IS A — >>A HYBRID?>>THIS IS A HYBRID BAGEL. CONTAINS SALT, WHICH MONTREAL BAGELS DON’T CONTAIN.>>YOU SAID YOU NEED A SPECIAL CREAM CHEESE, WHICH IS OVER HERE, WHICH MAKES IT A LITTLE BETTER. >>IT DOES MAKE A LITTLE BETTER. IN CANADA WE HAVE A VERY ROBUST DAIRY INDUSTRY. AND SO YOU’RE ABLE TO FIND FRESH — A LOT MORE IN THE WAY OF FRESH CHEESES THAN YOUR AVERAGE GROCERY STORE. I DECIDED WE NEEDED TO STEP UP THE CREAM CHEESE GAME AND TO FIND — >>GO TO THE NEXT LEVEL. >>ISN’T IT THE SAME WAY WITH MUSTARD?>>OH, MUSTARD IS A WHOLE OTHER STORY. MUSTARD IS 400 DIFFERENT TYPES OF MUSTARD. >>YEAH, BUT DELI MUSTARD. >>AGAIN, WE USE THE SAME ONE FOR THE 73 YEARS WE’VE BEEN THERE. >>THE SAME. >>IT’S PERFECTION.>>AND YOU? WHAT KIND OF DELI MUSTARD DO YOU USE?>>YOU KNOW, IN MONTREAL DELI SMOKED MEAT IS SERVED WITH YELLOW MUSTARD. THERE’S NO SUCH THING AS BROWN DELI MUSTARD.>>THEY’RE THROWING US OUT. >>BUT SO JUST FOR THE RECORD, WE DO USE — WE USE GOLDEN BROWN DELI MUSTARD AS OUR BASELINE MUSTARD. BUT WE ALWAYS KEEP A CONTAINER OF FRENCH’S YELLOW MUSTARD TUCKED AWAY IN THE BACK IN CASE A TRUE MONTREALER COMES IN AND SAYS I WANT A SMOKED MEAT SANDWICH ON RYE BUT I WANT THE YELLOW MUSTARD. >>WE ONLY USE BAKERS BRAND MUSTARD. THAT’S IT. ANYTHING ANY KOSHER DELI’S EVER USED. >>SO IS THAT THE OFFICIAL — >>YOU CAN’T BUY IT ANY PLACE ELSE. YOU CAN ONLY FIND IT IN DELIS, BAKERS BRAND. YOU’LL NEVER SEE IT IN THE SUPERMARKET.>>SO HERE’S THE QUESTION, HAVE YOU SINCE YOU ARE THE PASTRAMI WHICH TAKES APPROXIMATELY AS YOU SAID TO ME SIX HOURS. >>IT’S 21 DAYS TO PICKLE AND THEN WE HAVE TO SMOKE IT. >>21 DAYS TO PICKLE AND THEN TO SMOKE IT. >>RIGHT. >>OKAY. HAVE YOU EVER TASTED CANADIAN SMOKED MEAT?>>THE ANSWER IS YES, THERE USED TO BE A PLACE IN MONTREAL CALLED BEN’S. >>TAKE A LITTLE TASTE AND THEN I WANT YOU TO TASTE. THERE’S A NAPKIN OVER HERE. >>I’M NOT DOING THE CREAM CHEESE. >>YOU’RE NOT DOING THE CREAM CHEESE. >>THE CREAM CHEESE IS NOT MEANT FOR SMOKED MEAT.>>JUST TAKE A LITTLE — >>TAKE A NAPKIN AND GET A PIECE. >>ALL RIGHT. I’LL TRY SOME. >>IT LOOKS DELICIOUS. >>IT’S A REALLY NICE RICH PIECE OF MEAT, HAS A LOT OF FAT INSIDE OF IT. SO WHEN YOU SMOKE IT OUT, THE FAT LEAVES AND YOU HAVE THIS NICE SOFT TEXTURE PIECE. IT’S NICE. COMES RIGHT APART.>>SWEET KIND OF SMOKY FLAVOR IN THE BACK.>>MEANS A GOOD AMOUNT OF SUGAR IN OUR CURE, WHICH HELPS.>>THEN BRING BACK A LITTLE BIT OF SPICE.>>SO MY QUESTION IS — >>IT’S GOOD. >>I’M HAPPY EACH ONE IS COMPLIMENTARY ON THE SERVICE. WHAT IS THE DIFFERENCE FROM THE CONNOISSEURS WHO YOU’VE BEEN IN THIS FOOD BUSINESS FOR MANY YEARS, WHAT’S THE DIFFERENCE IN TASTE AND HOW A PRODUCT IS MADE?>>WELL, FIRST, IT’S TWO DIFFERENT PRODUCTS. THEY SAY IT’S LIKE SAYING — >>OKAY. I’M NOT TALKING STEAK. I KNOW THEY’VE HAD ON SOME OF THE TRAVELER SHOWS AND OTHER SHOWS COMPETITIONS, OKAY. AND I KNOW THAT — HAVE YOU EVER BEEN IN A COMPETITION?>>I DON’T DO COMPETITIONS. I ONLY JUDGE COMPETITIONS.>>YOU ONLY JUDGE COMPETITIONS. >>YEAH.>>WHAT COMPETITION HAVE YOU JUDGED?>>I’VE JUDGED A FEW AMATEUR COOKING COMPETITIONS. I’VE ALSO — I WAS A JUDGE ON A FOOD NETWORK COMPETITION.>>I ONLY JUDGE BEAUTY CONTESTS BUT NOBODIES ASKED ME SO, I’M AVAILABLE.>>WELL, I THINK THE — THERE ARE SOME SUBSTANTIAL DIFFERENCES BETWEEN PASTRAMI AND SMOKED MEAT. SMOKED MEAT I’LL SPEAK FROM A SMOKED MEAT PERSPECTIVE. SMOKED MEAT IS NOT PICKLED THE SAME WAY THAT A PASTRAMI OR CORN BEEF IS. IT’S ACTUALLY CURED IN A DRY SETTING. SO WE DON’T HAVE — IT DOESN’T GET PLUNGED INTO A WATER BATH, A BRINE IF YOU WILL. IT IS COATED WITH SALT AND SUGAR AND A SLEW OF OTHER SPICES AND HERBS. WHICH BASICALLY JUST LEAVE IT TO ITS OWN DEVICES FOR ABOUT TWO WEEKS. SO RIGHT THERE RIGHT OUT OF THE GATE YOU’RE GOING THROUGH THE FIRST PROCESS RIGHT THEN AND THERE IS PRETTY DIFFERENT BETWEEN THE TWO ITEMS. YOU KNOW, EVEN BEFORE YOU GET TO THAT POINT, PASTRAMI IS TYPICALLY — TRADITIONAL PASTRAMI LIKE YOU MAKE IS MADE FROM NAVAL AND TRADITIONAL SMOKED MEAT IS MADE FROM WHOLE BRISKET, WHICH IS A COMBINATION OF THE FLAT PORTION OF THE BRISKET WHICH WE TYPICALLY SEE MADE INTO CORN BEEF AND THE POINT, WHICH IS THE KIND OF BACK PORTION WHICH IS WHERE THIS PARTICULAR MEAT IS FROM — >>THIS IS ONE AND A HALF YEARS OF LAW SCHOOL RIGHT?>>THIS IS WHAT YOU LEARN IN CONSTITUTIONAL LAW.>>LET ME GET TO THE REAL QUESTIONS OVER HERE. YOU CAME IN WITH A NEW PRODUCT. YOU’RE IN A BUSINESS THAT WE’VE SEEN THE DECLINE OVER THE YEARS IN THE CHANGING OF THE WORLD. WHERE DO YOU SEE THE FUTURE IN YOUR PRODUCT BEING IN THE CANADIAN AND ALSO IN THE COMPETITION AND OTHER PLACES THAT ARE OPENING UP? DO YOU SEE A LARGE CHANGE? DO YOU SEE DELI GROWING IN NEW YORK AND AROUND THE COUNTRY?>>I DON’T KNOW IF I SEE DELI ITSELF GROWING, BUT I DO SEE PEOPLE TURNING BACK TO THE FOOD OF A FORMER GENERATION. I SEE PEOPLE BOTH WITH DELI FOOD AND WITH OTHER FOODS OF ETHNIC ORIGINS PEOPLE ARE REGAINING AN INTEREST IN EXPLORING THOSE FOODS AND UNDERSTANDING THEM BETTER. SO, YOU KNOW, I’M NOT CHINESE AND I’M NOT ITALIAN, BUT I HAVE A GREAT INTEREST IN HAVING VERY AUTHENTIC SESHUAN FOOD AND VERY AUTHENTIC RED SAUCE. I THINK CONVERSELY — >>ITALIAN RESTAURANTS ARE NOW OWNED BY THE ALBANIANS. YOU’RE INVOLVED IN THE KOSHER FOOD INDUSTRY.>>THE ANSWER IS I THINK ONE OF THE REASONS WE’RE IN THE CONDITION WE ARE AS THE INDUSTRY CONSOLIDATED, WE BECAME LESS RELEVANT. SOMEBODY SAY, YOU KNOW, THE CARNEGIE JUST CLOSED DOWN IS THAT GOOD FOR YOU? AND MY ANSWER IS, NO, IT’S NOT GOOD FOR ME BECAUSE YOUR MARGINALIZING EVERYBODY ELSE. DRIVE DOWN THE STREET SEE 14 PIZZA SHOPS. WHAT DO YOU WANT FOR LUNCH? I WANT PIZZA. IF YOU DON’T SEE US, YOU DON’T THINK ABOUT US. BUT I AM HAPPY TO SAY TO YOUNGER FOLKS COMING UP AND OTHER BUSINESSES OPENING THAT THERE’S A RESURGENCE AND THERE’S NO REASON WHY THIS CAN’T BE AS POPULAR TODAY AS IT WAS BACK THEN. AGAIN, WE HAVE TO GROW THOSE PEOPLE TO UNDERSTAND SOME OF THE PRODUCT. WHEN MY GRANDFATHER CAME, HE UNDERSTOOD THE STUFF. AND HE WAS SELLING TO PEOPLE WHO UNDERSTOOD IT. SO NOW WE HAVE TO EDUCATE PEOPLE AND — >>IN ADDITION TO BROOKLYN NOAH HAS TWO OTHER LOCATIONS, REALLY ONE — OKAY. SO SOHO, RIGHT?>>UH-HUH. >>WHERE DO YOU SEE THE NEXT OPPORTUNITY?>>IT’S PROBABLY NOT IN NEW YORK. IT’S PROBABLY IN OTHER MARKETS THAT DON’T HAVE EVEN THE WEALTH OF DELIS THAT NEW YORK STILL HAS.>>WE WERE TALKING ABOUT TRADITION ESSENTIALLY WITH GOING BACK TO HERITAGE AND SO ON. AND PEOPLE ARE LOOKING A LITTLE BIT MORE, YOU KNOW, GENEALOGY AND THEY WANTED TO FIND OUT ABOUT US. DO YOU THINK IT HAS TO BE IN A CITY WHERE THERE IS A LARGE JEWISH POPULATION? OR IS IT JUST THE DELI IDEA? BECAUSE CARNEGIE HAD BEEN IN VEGAS AND SO ON. >>WELL, CARNEGIE STILL IS IN VEGAS DESPITE CLOSING THE NEW YORK STORE. AND I THINK THE QUICK ANSWER TO THAT IT’S CERTAINLY HELPFUL TO BE IN A MARKET WHERE THERE’S A NOTEWORTHY JEWISH POPULATION, ESPECIALLY ON THE CATERING SIDE OF THE BUSINESS WHERE YOU’RE DOING FAMILY LIFE CYCLE OCCASIONS AND, YOU KNOW, HOLIDAYS, THINGS LIKE THAT OF COURSE. BUT I THINK THAT ULTIMATELY, YOU KNOW, THE DELI IS PART OF THE AMERICAN LEXICON, THE NORTH AMERICAN LEXICON OF FOOD. >>THERE AREN’T TOO MANY DELI COOKBOOKS. >>THERE ARE VERY FEW DELI COOKBOOKS BECAUSE WE CAN TOUCH ON THIS AFTERWARD WHICH IS THE IDEA THAT DELI HAS FOR VERY LONG TIME BEEN OPERATED BY INDIVIDUALS WHO ARE IN COMPETITION WITH ONE ANOTHER INSTEAD OF COLLABORATORS. >>DO YOU FEEL THAT WAY?>>NO. WELL, I WAS ON ASSOCIATION FOR YEARS UNTIL IT CLOSED AND EVERYBODY WAS VERY CONGENIAL. YOU MAKE THESE FRIENDS AND IF YOU RUN OUT OF PRODUCT, I WOULD CALL THEM AND SAY CAN I BORROW COUPLE HUNDRED POUNDS OF PASTRAMI, SOMEBODY BROUGHT IT DOWN.>>THERE’S A CAMARADERIE IN THAT GENERATION. OKAY. A DIFFERENT TYPE OF SITUATION. THE RESTAURANT BUSINESS IN GENERAL, THE FAILURE RATE IS SO HIGHER. BUT I THINK THE CAMARADERIE, BUT I HAVEN’T SEEN HAS A NEW KOSHER DELI OPENED UP IN NEW YORK CITY IN THE LAST COUPLE YEARS?>>ON THE GLOUCESTER SIDE, YEAH. SEEN A LOT OF NICE ONES OPEN UP. AGAIN, IT’S THE LEVEL OF THE FOOD PREP AND THE SERVICE. IF IT WASN’T FOR THE YAMIKAS YOU WOULDN’T KNOW THAT IT WAS THAT KIND OF — LET ME CLEAR THAT UP. YOU KNOW, PEOPLE COME TO THE EXPECTATION THAT IF A PLACE IS KOSHER THAT IT CAN’T BE THAT GOOD. AND I HAVE TO TELL YOU I’VE EATEN KOSHER RESTAURANTS WHICH RIVAL ANYTHING. >>A GOOD EXAMPLE A PLACE CALLED MIKE’S BISTRO ON EAST 54th STREET. THE CHEF IS A CULINARY — YOU KNOW, WENT TO THE CULINARY INSTITUTE, HE’S A VERY FINE CHEF. AND THE PLACE IS FINE. IT’S NOT THE TRADITION WHAT YOU THOUGHT. BECAUSE AS YOU JUST SAID AND BASICALLY A LOT OF THE MILLENNIAL, THE ORTHODOX MILLENNIUMS WANT A PLACE. >>A PLACE IN QUEENS ON MAIN STREET, BEDFORD, IT’S EXCELLENT. I THINK THEY HAVE A PLACE IN CALIFORNIA AS WELL.>>REALLY, REALLY FINE PRODUCT. >>SO HERE’S THE QUESTION FOR BOTH OF YOU. THIRD GENERATION, FIRST GENERATION, WHAT’S NEXT FOR YOU? OKAY. YOU’RE INTO DELI, YOU HAVE A COUPLE OF STORES, YOU’RE INTO BAGELS, WHERE DO YOU SEE GROWTH?>>WE’RE GOING TO KEEP PUSHING ON THESE FRONTS. AS I MENTIONED I’M INTERESTED IN OTHER MARKETS AND WE’VE BEEN EXPLORING OTHER OPPORTUNITIES OUTSIDE OF NEW YORK CITY. AND ME PERSONALLY I DO LOVE THIS BUSINESS. AND BY BUSINESS I MEAN THE RESTAURANT BUSINESS AND THE DELI, YOU KNOW, WHAT WE DO AS A DELI IS PART OF THE BROADER — MY BROADER INTERESTS IN THE RESTAURANT BUSINESS OVERALL. SO I’M GOING TO CONTINUE TO OPEN UP RESTAURANTS IN ADDITION TO HOPEFULLY CONTINUING TO OPEN UP MANY MORE DELIS AND BAGEL SHOPS.>>JAY. >>WELL, WE ARE ALL OVER THE COUNTRY SO WE’RE GOING WITH THAT. WE’VE ALWAYS BEEN A SINGLE STORE CONCEPT AND PUSHED OUT A LOT OF MERCHANDISE THROUGH THAT SINGLE STORE. I JUST THINK THERE’S SO MUCH OVERSIGHT INVOLVED THAT TO GET IT RIGHT EVERY SINGLE DAY YOU’VE GOT TO BE ON TOP OF EVERYTHING.>>SEE, I THINK THERE’S A MARKET FOR BOTH OF YOU. A COUPLE OF YEARS AGO WITH THE HELP OF MY FRIEND DREW NIEPORENT TALKING ABOUT SPORTING ARENAS AND AS YOU’VE SEEN AT MADISON SQUARE GARDEN, AT CITI FIELD, THEY HAVE ADDED DIFFERENT ITEMS LIKE SHAKE SHACK AND THE KOSHER DELI, THE NON KOSHER DELI’S, SO I THINK THAT’S ANOTHER MARKET THAT’S OUT THERE. I THINK WHEN YOU LOOK AT DIFFERENT AVENUES AND AS WE WERE SAYING BEFORE IN THE SHOW, YOU’RE IN TWITTER, INSTAGRAM AND FACEBOOK AT MILE END.>>AT MILE END DELI AND BLACK SEED BAGEL. >>YOU’RE ALSO->>BEN’S BEST. >>BEN’S BEST. FACEBOOK AND INSTAGRAM AND SO ON. AND PEOPLE, WHEN THEY GET A PICTURE OF THIS, WHICH THEY’LL GET ON INSTAGRAM LATER ON, I THINK PEOPLE WILL SEE THE PRODUCT. AND PEOPLE WANT IT. AND AS WE WERE SAYING BEFORE, TRUE THE VEGANS, BUT YOU GET VEGANS IN YOUR RESTAURANT. >>BUT LET ME JUST SAY, ON OUR LAST MENU WE PUT IN GF, GLUTEN FREE ITEMS, THEY’RE CIRCLED, THEY’RE NOTATED, AND VEGETARIAN ITEMS ARE NOTATED AS WELL. WE UNDERSTAND THAT PEOPLE COME IN PARTIES OF FOUR. NOT EVERYBODY EATS MEAT SO WE DO HAVE OTHER OFFERINGS.>>SO I THINK, IN CONCLUSION, EVEN THE DELI BUSINESS IS GOING TO SURVIVE AND GROW. AND I THINK BEN’S BEST WHO’S BEEN AROUND SINCE 1945, OKAY. AND MILE END WHO’S BEEN AROUND SINCE 2010 WILL CONTINUE TO GROW. I HOPE YOU ENJOY THE FOOD. AND I KNOW THAT MY STAFF AND TEAM WILL ENJOY IT AND SEE YOU NEXT WEEK. ♪ [THEME MUSIC] ♪

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