SAN FRANCISCO — For Leo Beckerman and Evan Bloom, it all started with a pastrami sandwich. Not one that they ate, but one that they didn’t. Brussels sprouts chips and celery root remoulade were easy enough to find in San Francisco, their hometown, but when it came to tracking down pastrami on rye and other stick-to-your-ribs essentials that anyone who grew up Jewish might call “Yiddish soul food,” they came up empty-handed.
And so Bloom, 27, who has a degree in architecture, and Beckerman, 29, who worked on health care in developing countries, embarked on a quest to put kneidlach, kugel, and nosh on the Bay Area’s culinary map with Wise Sons Jewish Delicatessen. It’s working.