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Wise Sons Deli Gives Soma A New Shot of Jewishness

Carolyn Alburger | July 26, 2013 | Story Restaurants

“I’m really excited about the coffee,” was the first thing out of Wise Sons Delicatessan co-owner Evan Bloom’s mouth on yesterday’s tour of the deli’s second location. It opens today at the Contemporary Jewish Museum in SoMa, slinging a menu that’s a lot like the one in the Mission, but focused on sandwiches, soups and salads. Take a first look at all the goods right here.

A year and a half ago, Bloom and his business partner Leo Beckerman opened the first Wise Sons to lines around the corner. But this new breakfast and lunch, 30-ish-seat café will be an entirely different beast, with a new neighborhood to win over.

“This is much more a deli for SoMa than for patrons of the Jewish Museum,” says Bloom. The first way they hope to grab the people inhabiting the buildings towering overhead? Coffee. Beckerman and Bloom did a blind taste of beans, before landing on De La Paz as their local brand of choice. “It was by far the smoothest,” says Bloom. “When we start breakfast in a week, we’ll be selling bagels [from Beauty’s Bagel Shop], bagel sandwiches, and coffee in the mornings staring at 8 a.m. It’s going to be great.”

Beckerman is equally jazzed about the new sandwiches. There’s an egg salad sandwich, and a “very exciting” turkey sandwich, which comes on a seeded whole wheat bread that has flax and sunflower seeds inside and sesame seeds along the crust. “When you toast the bread, the sesame seeds toast up too,” says Beckerman. “It’s like a healthy bread that doesn’t taste healthy,” adds Bloom.

What else is new? A retail section will sell Wise Sons’ pickled products, jams, fresh-baked bread, and other nostalgic Jewish treats like Lipton Onion Dip mix.

The new Wise Sons at The Contemporary Jewish Museum opens today at 11 a.m. and hours will be from 11 a.m. to 4 p.m. next week. Breakfast will probably launch in early August, at which time the window facing Market Street will open up at 8 a.m., serving bagels, coffee and other Jewish-style breakfast treats.

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