Save the Deli

Treyf Delicatessen Coming to SF

treyflogo.JPG

Considering San Francisco doesn’t have a kosher delicatessen, in theory, all its delis are treyf. But that doesn’t seem to be clear enough for Evan Bloom and Leo Beckerman, who will soon open Treyf Delicatessen in San Francisco.

Now before you call the local rabbi and start protesting, know that the name is tongue in cheek only. While not kosher, Treyf is going to be a classic Jewish deli in every sense, with nary a slice of pork in sight. The project’s evolution is outlined on the duo’s blog sfdelicatessen.blogspot.com, which includes the following mission statement:

It is our belief that San Francisco (and the Bay Area), home to some of the finest food and restaurants in the world, needs some good pastrami, pickles, and Babka (among other things). While we appreciate the Deli that exists here, we long for steaming hot, housemade pastrami cut by hand; would plotz for some earthy, shmaltz laden Kasha Varnishkas; would die for a decent black and white cookie.

There’s even photos detailing the home curing and smoking of their pastrami:

This looks promising. There’s been so much potential for a great roots delicatessen in San Francisco, though many have failed in recent years (the California Street Deli in the JCC, or the SF-NY Kosher Deli coming to mind). Could this be the one that hits it big? The actual opening is still months away, as Bloom and Beckerman seek out investors for the deli. If you’ve got some cash kicking around (and who doesn’t these days), perhaps this is a safer bet than those CDOs you’ve been eyeing.

72 Responses to “Treyf Delicatessen Coming to SF”

  1. aaron levy Says:

    Good to hear that a good deli is being planned for SF. However, the name leaves much to be desired. There is enough Treyf in the in the world, especially in the US to feed everyone who craves it. Nonetheless, Good Luck to the duo with many years of success.

  2. Pastramiking Says:

    The Bay….on the cutting edge, yet again.

  3. Evan and Leo Says:

    This is a new restaurant concept that delivers authentic deli cuisine made with the best possible ingredients served in a design oriented environment that takes cues from the deli of days gone by.
    We’ll serve authentic Jewish dishes made with the care & technique of a modern kitchen. Almost everything will be made in house; We’ll smoke our own pastrami, roll our own bagels, and bake our own bread. Much of our produce will be locally grown and we’ll incorporate products from local artisans on our menu and for sale in our deli case. While the name and logo are still works in progress, we are dedicated to bringing delicious, house smoked pastrami and the fluffiest matzo balls to San Francisco. Currently in the planning phases, we welcome your comments, suggestions, and requests. Feel free to contact us at sfdelicatessen@gmail.com

    Leo and Evan

  4. Big Guy Says:

    Let’s face it, we’re all a little treyf…

  5. Joe Says:

    I say it’s a about time! SF is aching for some serious quality home made pastrami, and I think Evan and Leo are the guys to do it. Looking forward to that Pastrami on Rye!

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  7. Hebrewzzi Says:

    Looking forward to Treyf East! Perhaps in Brooklyn? :-)

  8. Lisa Says:

    Make some kishka -stuffed derma – we are sorely lacking that in the bay area – LA has plently but here nada!

    Good chopped chicken liver would be nice too :)

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    Rugelach! The real stuff. I can’t find it in the bay area except for the packaged stuff.

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  20. Catering Bern Says:

    Recognizing San Francisco doesn’t have a fit deli, in principle, all its stores are treyf. At the same time that doesn’t appear to be clear enough for Evan Bloom and Leo Beckerman, who will soon open Treyf Delicatessen in San Francisco

  21. Marco Kuster Says:

    I heard the Reuben here is pretty out of this world. After spending some time here, I might agree. The pastrami was perfectly peppery, sliced thick, juicy as hell on sandwiched between two pieces of perfectly buttered rye toast.

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    The city needs another Deli but only with great products and REASONABLE prices. Having worked in the city for years lunch is a rip off sometimes.

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