“I’ve lived in San Diego a long time, and have always been surprised that you can’t find authentic, New York style deli food on the West Coast,” said Jay Margolin, co-owner. “I’m talking about lean pastrami that is brined, aged, smoked then steamed, hand-made knishes, and authentic blintzes – you just haven’t been able to get the quality that those of us who love New York deli food are accustomed to. That’s why we decided to bring that quality to San Diego.”
Margolin, with his partner and chef Rich Huarte, have been rolling down San Diego streets for about a month. Everything is house-made, hand-made or hand-treated – from house-made mustards, dressings and cole slaw, to aged meats and cheeses, and the highest quality bread from Bread and Cie Bakery. The truck features pastrami and corned beef sandwiches, Reuben sandwiches, roast beef and turkey sandwiches, Corned Beef Hash Burritos, Knishes, hand-cut Kennebec fries and weekly specials which can include soups and blintzes.
The deli-on-wheels has quickly built a following, with more than 200 fans on Facebook and a steady Twitter following. They churn out about 100 lunches each day during weekdays. They service a different office each day, including those in Carmel Mountain, Del Mar Heights, Sorrento Valley and Carlsbad.
“Once we’ve established a following with our deli truck, we plan to open a deli restaurant, giving the same care and quality to each dish,” Margolin said. “Also, we’re about to launch our catering division.”
To find New York on Rye, visit www.newyorkonrye.com, Facebook at https://www.facebook.com/