Return to Ike's Sandwiches, Chick N' Coop Closes, Deli Board Moving

Happy August my pastrami fans! I have some good news and some bad news for you, as well as a pastrami sandwich review.

My first bit of news is a bit sad. The Chick-N-Coop on Taraval has officially flown the coop. There are still the two locations in Daly City and the Outer Mission...but this is the first Chick-N-Coop that I knew, partially because my first apartment was down the block. This was way before the pastrami blog, but I still remember getting the corned beef sandwich on the regular from the Coop. It was definitely a bit of a dive and normally you'd end up eating your dinner next to an elderly couple or a bunch of cops who spillover from the Parkside Police Station. When I first went there, there was this girl working behind the counter that was gorgeous and it kept me coming back. I used to talk to her and see her at campus on SFSU and then one day I went in there and she was gone. Her father was always there though. He was the owner and he had big, bushy eyebrows and an imposing presence...he wasn't mean...he just emanated a "don't mess with me" attitude. Sadly this is the guy that closed the shop as he no longer wanted to keep it open. He retired. That's that. Taraval will never be the same.

The Deli Board has shut its doors for right now until - but don't fret, it's not for long. The Board will be back in its new spot on Folsom Street, right around the corner from where their smaller location was for over a year. It's sad I can't get the sandwiches for lunch today, but I know Adam (the owner of Deli Board) is working extra hard in preparing his new spot for use to enjoy even more than we enjoyed the original location. He said they'll be open hopefully in early September. It's going to be tough to wait it out.

The sandwich pictured above is from Ike's Place, the world famous sandwich shop on in the Castro, SF. Ike's is one of the most reviewed (overwhelmingly positive) on yelp and recently won the ESPN Fanwich competition with their sandwich named the "Matt Cain". The pastrami blog was pulling for the Carmelo sandwich from Carnegie Deli when I first saw the competition...but after trying my "Paul's Reuben" at Ike's sandwiches I finally understand why so many people loves their sandwiches. #1 reason = They're delicious.

I pulled a small piece of the pastrami out of the sandwich to give it a try by itself, without the dirty sauce, veggies and cheese and was pleasantly surprised by the taste. I think I said something like "Oh that's very good". It was sweeter than I expected, but not overly so and had a nice fat content that marbleized the pastrami just a bit to add more flavor. The bread was very fresh and a lovely dutch crunch and the fixings are quite unique to Ike's with the dirty sauce (kinda like Italian dressing).

I called this a return, because the first time I went to Ike's it was way crowded and I was unable to get a sandwich before it was soggy. The only reason I would mention this is because they have made it so much better. The owner, Ike, is a really friendly dude who cares about his customer base and understood he was getting too well known to quell the demand for his might sandwiches - so he got a new, larger spot and hired more people. The result is a smaller wait time and a never soggy sandwich. Kudos to Ike for being great owner. I have yet to meet him, but I talked with him via text/e-mail and told him how great his sandwich was and how awesome his staff was to me when I came in. Give it a try if you haven't - it's a unique SF experience.

My next post will likely be about an article that is going to be on Chow.com on pastrami. I was interviewed by a food critic about the status of Pastrami in San Francisco. Hopefully his story is still on and I will have something to post for you about it. I also have a sandwich shop in Antioch, California that I will be reviewing. Drop me a line at Pastramiking@gmail.com. Twitter = @pastramiking. Please like my Facebook fan page at the top of the website. Thanks!

Bloomberg says "Yelp!" , The Deli Summit

 Pastrami Burger from Miller's East Coast Deli

The first days of Summer are here! The sun is shining and you should have had at least one pastrami sandwich in the past few weeks...and if you haven't - c'mon now!!! Get your lunch crew ready and hit up your deli for your favorite pastrami any way you like it. I won't hate on you if you like Boar's head with jalapenos on a soft-roll - just enjoy the sunshine with a sandwich as a favor to me and to yourself.

Since my last post I have been quoted in two major online publications - we're going to cover the news article I was quoted in entitled "Yelp's Online Reviewing Mafia" as well as the editorial done by SF Gate. My quotes were both in Bloomberg News and SF Gate (San Francisco Chronicle) and the yelp drama that comes with any story involving yelp was soon to follow. First I'd like to give a shout out to my boys as Wise Son's Deli. They got a big break and they were featured in a NY Times article - here. Also check out Wise Son's web page for breakfast, lunch specials here.

 Deli Summit icon - Awesome!

The owners of Wise Sons, Leo and Evan, are already so well respected in the deli community that Evan was asked to speak on the panel at the Deli Summit - which happened on last month, mid-May at the JCC in Berkeley and also featured some of the owners from Mile End Deli in Brooklyn, Kenny and Zukes in Portland, Oregon and our very own East Bay delight - Saul's Deli in Berkeley (I think they organized the event). That is a pretty heavy panel of deli experts! Check out the video of the first ten minuted of the discussion on Saul's deli web blog which I already linked above. I really enjoyed reading this particular article written about the Deli Summit from the Zester Daily. The writer has some pretty choice quotes from from Evan that I enjoyed reading his anecdotes about "Salvador Deli".


I have to really hand it to Leo and Evan for creating a buzz for their deli. It's only open one day a week - but they seem to have taken the SF pastrami scene by storm and I have to say they have the best rye bread in San Francisco. The big news coming from Wise Sons this week is they have changed their location - they will no longer be at Valencia street and Duboce - but rather 10 blocks down the Street on Valenica at 24th Street at 1270 Valenica street (inside of Heart Wine Bar). Same time, new place.Have you tried it yet? If not - make it a summer mission to get down there on a sunny Saturday.

David Sax - Sandwich Physician

I would like to thank my buddy David Sax from Save the Deli one more time for coming to the Bay Area, writing this article on Yelp, and quoting me in the article. You're the man, David

David was contracted to write an article for Bloomberg Businessweek on yelp - which he entitled "Yelp's Online Reviewing Mafia". Take a look at the link - but the part you really want to read is on the second page -

For others, the rewards are personal. San Francisco architect and amateur pickled meats expert Theodore Ordon-Yaussi, 26, was tapped in 2010 after attending the "Elite Prom" as a plus-one. "My reviews are definitely read more now," says Ordon-Yaussi, who writes under the nom de plume The King of Pastrami. "I get more random messages from people I don't know. I have 20 new fans who follow my reviews." That can be invigorating.

Amateur pickled meat expert - that's Hot! SF Chronicle went on to publish a similar article in the newspaper as well as online at SFgate.com - read it here.

Reaction to the Article

I received mostly positive attention from people congratulating me on the quote. However, the two articles have garnered some criticism from the Yelp community. If you check the web boards, comments below each article - it's absolute anarchy - with people getting into verbal fisticuffs. LA, SF, and NYC all had separate threads discussing the validity and value of the article. Some think the article was spot on and there seems to be a backlash against the Yelp Elites on the web boards as a few people see them as people who would sell their souls for some free wine and food. Other voiced that non-elites are really the best writers on the website and contribute better written reviews. I've met some really cool people on Yelp and for the most part, I think people are generally cool, fun people when you meet them in real life. There are many faceless trolls which won't show up to events (I could be better about attending events to be honest) and there are even more accounts that have no value what-so-ever with 3 reviews complaining about waiter service. This is getting people to start to worry about Yelp combined with the fact they've been repeatedly accused of offering to take down bad reviews of businesses for money. I'm going to keep on doing my thing on there and I think I'll be happier for it. I like reading the reviews, I love going to the Yelp softball games, and I enjoy the talk threads too much. Damn the haters - because I was quoted in two major online publications because of my Yelp status and that sits very well with me.

Please check out my yelp page at Pastramiking.yelp.com. E-mail is Pastramiking@gmail.com and you can leave me a message - I love hearing from people all over the country. @Pastramiking on twitter and I have a Facebook fan page that you can "like" as well. Thanks for reading!

Wise Son's Pastrami Sandwich, Yelp Praise

Hey there pastrami fans. I hope you had an awesome Mardi Gras. This past weekend, I finally was able to try the Wise Son's pastrami sandwich...and boy was it awesome.

This sandwich was a bit hard to obtain...as Wise Son's is only serving on Saturdays as a pop-up inside Jackie's Cafe on Valencia (@ Duboce). The pastrami was sweeter than most of the pastrami I have tried - more salty/sweet than spicy. The slices were larger, thicker hand cut slices - which I normally prefer over the machine-sliced, thinner slices of pastrami. The brine had a large fat layer on it that let you know without a doubt in your mind that this was pastrami and not corned beef. I have never seen a corned beef with that type of brine on the outside, although it did have pinkish hue (not as ruby red) that some corned beef has. The rye bread was very good, the rye crust was chewy and crispy...but it still wasn't as good as the double-baked rye of Langer's. A very lovely presentation and a tasty pastrami - a definite 5 star in my book. Can't wait to try it again!

Speaking of Langer's....I had a guy harass me a bit when I ordered my sandwich @ Wise Son's with Swiss cheese and coleslaw. He said "That's not kosher, it goes against the grain." I smiled....this guy is 40+ years old and screams East Coast...but I'm confident in my deli ordering skills. I'm confident because I know the first deli I ever went to - Langer's in Los Angeles - has been proclaimed the best deli in the world by many, many people. "I'm not Jewish, I'm Polish. I do not adhere to Kosher law." I replied - then with a question to him "Where do you like to get your pastrami, usually?" He told me he was a a big fan of Max's Opera Café, but that he's from Brooklyn and "nothing beats Brooklyn." I have a bit of an issue with this statement. Many people try to claim Brooklyn when claiming the best deli food, but more often than not - I ask them which deli and where and their response is some small place I've never heard of or they give me an Italian deli instead of a Jewish Deli as an example. I know of some delis in Brooklyn - Mile End comes to mind as well as David's Brisket House and Ben's Best (Queens) - but I do think it's a cop out to claim Brooklyn without backing any claims. At least give me the name of the place that makes Brooklyn unbeatable. After he claimed Brooklyn, I responded "Oh yeah - Max's Opera Cafe uses Robert's Corned Meat in the city, they do good business." He looked at me like how the hell did he know that? then following up "and if you're going to claim Brooklyn on me - I'm going to have to claim LA. You ever been to Langer's? Best pastrami in the world." He told me "no" and I told him he's "missing out" and I hand him my Pastrami King card. Yes - I can tell a old Jewish maven from Brooklyn he's missing out on the best deli food without flinching - because I am the Pastrami King!

I got some awesome love on yelp this past few weeks - two awesome reviews. The first review was from a a girl named Tram, from San Jose, who reviewed the Deli Board. Check out the review here, but my favorite part is in the beginning.

"Theodore.. if it weren't for your review, I wouldn't have ordered the Boca sandwich.. I came here from San Jose w/ a one track mind: I MUST get Boca or else my heart would stop instantly."

Nice! Thanks a bunch Tram. I'm glad that Boca treated you well and I'm sure the owner of the Deli Board will be happy to know I'm sending him pastrami lovers. The second review that mentioned me was from a friend Luis A. We went to Miller's East together and he was blown away by how good it was. Check out Luis' review here.

A small excerpt "I was referred to this place by 'THE PASTRAMI KING' and now I know why he is called that. This guys truly knows his craft and was not kidding about the food here." I'm blushing from all the praise on yelp. It's amazing to see how many people have reached out and talked about how I led them to a great deli experience.

I got some news David Sax, writer of the book "Save the Deli", will be in the Bay Area to do a story on yelp and yelp elites. I'm not sure he knew I was yelp elite, but he does now and I'm hoping to have some pastrami with him sometime next week. Hopefully will get some pictures for the blog of David. I am also planning on going to Los Angeles at the end of the month and will be trying a few places there (hopefully).

My e-mail is Pastramiking@gmail.com. Follow me on Twitter @Pastramiking. My yelp stuff is always pastramiking.yelp.com. and please, join my facebook fan page. There is a link at the top of the page for "liking" the fan page - do it!