2nd Avenue Deli Opening 2nd Location on Upper East Side?

Rumors are swirling that the family who owns the 2nd Avenue Deli, which reopened in Murray Hill last year after losing their longtime home in the East Village, will be opening another location on the Upper East Side. Co-owner Jeremy Lebewohl tells Save the Deli blog that he's about to close on an unspecified uptown location: "I'm going to try to maximize the space to its fullest...The UES is a different neighborhood, with a different client base, and different eating habits. A realistic goal is that I would ideally like to be open before the Jewish holidays at the end of this year. That’s now my target. You can call me stupid and/or crazy for doing this, but I’ve got a great product, I”m not bashful to say it." Hey, if you've got it, flaunt it! According to the agenda for a January 7th Community Board 8 meeting, Lebewohl & Co. are applying for a liquor license to operate at 1442 First Avenue (@ 75th Street)—a location currently occupied by the Wicked Wolf, a casual neighborhood restaurant and pub. A manager there would not comment when asked about the sale. Photo Cred.

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By John Del Signore in Food on January 13, 2009 12:20 PM

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Mr Mel

Get the one on 33rd Street running perfectly before you start opening other locations. Rapid expansion along with under capitalization can bury any business. You expand too fast and the unions, immigration, the Health Dept and the help will all want a piece of you. Make sure you've got the formula down pat and that's got to take a couple of years at least.