I walk past Heidi’s Brooklyn Deli twice a day on my way to and from work. I don’t work in New York. The Deli opened with much fanfare about a year ago, and I remember going there on opening day with some co-workers. The management and staff were excited with the turnout. I could see some sparkle in the owner’s eyes as he tried to get his staff to churn out New York/Jewish deli style sandwiches.
Having actually had a Jewish-deli sandwich in Manhattan, I was not impressed. The prices were not very good either, but the worst part was for the two-block radius around my workplace (my campus has 9000+ workers) there are six other sub shops. Heidi’s brought absolutely nothing, except a shadow of a New York reuben, to the lunch scene. I could get a cheaper lunch at the two equi-distant Subways or the Potbelly’s, a larger lunch at Jimmy John’s or Quizno’s, or a meatier lunch at that cheese steak place. What we needed was a McDonald’s, or an Indian buffet, or a BBQ place; not another deli-meat sandwich shop.
So is it any wonder that they closed yesterday? I walked past the shuttered windows this morning, and I felt some sadness. I was there at the start, and all that is left is a show of failure. I knew it was inevitable though, the stink of death had been there for weeks. My only hope is, as always, the next risk-taker doesn’t just copy what is already permeating the successful local lunch culture.
on the other hand, you have different fingers