When married couple Jennifer and Ben Johnson and their partner, chef Todd Ginsberg opened The General Muir in Atlanta in 2013, they weren’t aiming to redefine the old-fashioned Jewish deli. As that N-Y Historical Society show “The Art of the Jewish Deli” demonstrated in December, the Jewish deli was fading.
As Jennifer Johnson described it, “Original deli customers were aging, dispersing, assimilating and a new generation wasn’t taking up those seats.” Many of the Jewish deli aficionados were veering away from high-calorie, overly fatty, pastrami and corned beef sandwiches.
Hence, The General Muir has a much more diversified menu than traditional deli food in order to appeal to a wider audience.
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