Despite last year's false rumors, this time it sounds pretty real. Just three years after closing, and a year after reopening (not on 2nd Ave), the 2nd Ave Deli is giving birth to a 2nd (possibly on 2nd Ave, but no hints yet). According to Save the Deli, it'll be somewhere "on the deli starved Upper East Side."
Says Jeremy Lebewohl, heir to the 2nd Ave Deli throne:
My intentions are to basically build another 2nd Ave Deli. The UES is a different neighborhood, with a different client base, and different eating habits. A realistic goal is that I would ideally like to be open before the Jewish holidays at the end of this year. That’s now my target.
You can call me stupid and/or crazy for doing this, but I’ve got a great product, I'm not bashful to say it. Even with a second location, that same flavor that you have at 33rd St, you’ll feel the same haymish relationship, just as you did on 2nd Ave. That feeling’s just as important to bring to the location as the food is. You’ll feel like you’re walking into a family run business up there. I promise”
I have no problem with pastrami mini-empires.
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