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The General Muir: A New Type Of Jewish Deli/Bagel Shop Flourishes In Atlanta

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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