In Los Angeles, it always isn’t easy for a chef to differentiate his new food concept from all the others out there. So when concepting a chef needs to ask what hasn't been done or what can be done better or what twist can be put on something familiar. Often what hasn't been done is a more modern and twisted version of something familiar utilizing better sourced ingredients.
This is chef Adam Gertler’s approach to his Gertler’s Deli. His concept is a modern take on a Jewish deli that will feature on premise smoked meats as well as hand crafted twists on deli classics made with premium products carefully sourced. Unlike Italian or Japanese, Adam’s cuisine hasn’t been explored this way too frequently in Los Angeles. Also unusual, Adam’s future brick & mortar food will be both accessible and aspirational. For example, a Gertlers’ Wurst on a roll will be more affordable than cold smoked tuna pastrami with rye and dressing priced higher.
Gertler’s Deli- starting today this Thursday the 24th and running through Sunday the 27th in Silver Lake- allows Adam to test out a version of his concept featuring those items with premium ingredients on Adam’s menu. The five course meal at fifty ($50) dollars includes the following courses:
- KREPLACH duck confit, harissa, parsley, spiced yogurt
- GEFILTE FISH pacific cod, beet, carrot, horseradish sprouts
- PASTRAMI ON RYE cold-smoked tuna, caper, 1000 island, rye toast
- KNOCKWURST short rib, pickled brussels sprouts, mustard
- BABKE pain perdu, chocolate, streusel
Each course is an updated take on a Jewish deli classic made with well sourced ingredients that aren't normally associated with these dishes.
The pastrami, for example, made with sashimi grade tuna is cured in brine and crusted, in a similar way that's done for traditional pastrami, before being cold smoked in a smoker at a temperature not higher than one hundred degrees for approximately four hours. The tuna is salt cured like lox or gravlox, not cooked. In the deconstructed build your own sandwich presentation; this tuna pastrami will be plated with rye toast and a caper lemon thousand island dressing. This dressing for fish replaces a more familiar thousand island dressing. So this course is a modern twist on a traditional classic. For this dish like the others, a lot of the emphasis is on the prep, while the plating is more simple and modern.
Adam’s ultimate goal is to have multiple locations for his concept. Some in more exclusive areas may lean toward these premium food items like those on this five course menu for “this is not a pop-up”. Though, in general at his modern deli, Gertler’s Deli, he plans to have a range of food that appeals to a wide variety of customers. So not only does Adam’s concept from a food perspective help to differentiate itself from all the other concepts out there, but his product and pricing strategies do as well.
To learn more about Adam click this here for an earlier profile. Please also follow Adam on twitter @adamgertler .
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