The Jew And The Carrot

Wise Sons' Deli Brings Pastrami to SF Jewish Museum

By Renee Ghert-Zand

Courtesy of Evan Bloom
Wise Sons: Evan Bloom (left) and Leo Beckerman serve up nouveau deli sandwiches at their shop in San Francisco and soon at the city’s Jewish museum.

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.

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Two San Francisco Spots Are Reinventing the Jewish Deli, California Style

By Rachel Allen

Rachel Allen
Hungry diners await Wise Sons’ signature deli sandwiches.

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.”

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