to pitch to your Jewish parents. To hammer this point home, another name they considered was “Doctors and Lawyers” so that when the relatives asked about their jobs, Bloom and Beckerman could say that they were, well, doctors and lawyers.

But even though they aren’t doctors, lawyers, or rabbis, no Jewish mother could disapprove of the way these boys have brought their childhood experiences of food and community to Wise Sons. The walls are covered in old photos of their families, and even before you walk in the door, someone has offered you a sample of the chocolate babka—at least twice. Patrons line up and wait for their orders to be called while sipping coffee on the sidewalk on a Saturday morning. Even if you’re just stopping in for a loaf of bread or babka, baked fresh by Danish-born baker Jesper, Wise Sons is a meeting place, a hub for the diverse channels of the Mission to mingle and nosh.

Bloom and Beckerman have taken the recipes of their parents and grandparents and elevated them using professional kitchen techniques and imaginative San Francisco flair. Highlights include pastrami fries —french fries topped with shredded pastrami- a melted Swiss cheese sauce, caramelized onions, Russian dressing, and pickles, which may become your new junk-food favorite—as well as old deli standards like the noodle kugel or the corned beef hash. There was even a vegan smoked trumpet mushroom Reuben that could easily tempt meat eaters.


    Dine at Wise Sons Deli
    3150 24th Street
    San Francisco
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This article was published:
Food Issue - Released October 2012
Issue 6 / Version 2 | Buy print copy here
Issue 11
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