While the deli remains intact, Wise Sons lost its commercial kitchen in the fire. Photograph: Flickr
Beloved San Francisco deli Wise Sons is scrambling to rebuild its catering and wholesale businesses after a devastating fire in early February destroyed the building that housed its commercial kitchen.
The fire — which killed one person and injured six, according to news reports — also forced the delay of offshoot Wise Sons Bagels, which partners Leo Beckerman and Evan Bloom had planned to launch this week. After months of testing, Wise Sons’ commissary kitchen was finally ready to bake bagels for wholesale accounts and branded retail outlets it had planned to open across San Francisco, SFGate.com reported.
Still, Bloom told the Forward that Wise Sons will emerge from the disaster even stronger. “In six months, we’re hoping we’ll be saying, ‘Yes, we made it through the fire,” Bloom told the Forward. “We have to find a new place. And the market for real estate in San Francisco is abysmal. But we know more about our business now. And our staff has really come together. I’m a micromanager. Suddenly, you can’t worry about a lot of little things. The staff has really shown us they can do it.”
For those who may have been wondering whether new tastes would arrive at the Contemporary Jewish Museum in San Francisco with its new director, there is now an answer. While Lori Starr will not officially become the museum’s new executive director until June 10, word is already out that Wise Sons will be moving into the downtown museum’s vacant restaurant not long afterwards.
Wise Sons’ Evan Bloom and Leo Beckerman, who are among the leaders of the Jewish deli revival of recent years, told j., the Jewish news weekly of Northern California, that they were very excited to open a second location at CJM. “It’s the next logical step for us,” Bloom said about the projected mid-to-late June opening.
To accommodate the additional food production involved in expanding beyond their restaurant at the corner of 24th and Shotwell Streets in the Mission District, Bloom and Beckerman have leased a new space that will allow for the increased production of baked goods and cured meats.
San Francisco is famous for its many coffee shops, book stores and taquerias but a good Jewish deli is hard to find. To my surprise, I’ve encountered two delis that have only opened in the past year and that deliver Jewish deli foods with a California twist – pastrami sandwiches and matzo ball soup prepared with a West Coast sensitivity to freshness and good quality ingredients.
Wise Sons deli only serves food for a couple of hours once a week, but it typically draws a line that wraps around the block and often sells out of their signature pastrami as early as noon. As part of Off the Grid, a group of mobile gourmet food vendors that park in different places around the city, Wise Sons “pops-up” on Saturdays from 9 am to 2 pm at Jackie’s Café in the Mission. Much like Mile End in Brooklyn, or Caplansky’s in Toronto, the chefs of Wise Sons, two U.C. Berkeley grads Leo Beckerman Evan Bloom, house cure and hand slice their own meats, prioritizing quality and flavor over quantity and variety. Beckerman says, “The main thing is that it all has to be delicious. We’re trying to revive, refresh and educate people about this food.”