Earlier in the week I was walking along Queen Street (minding my own business, of course) when a stranger stopped me. “You aren’t writing your blog anymore?” he asked. “Did you forget about us?” Stuff like that kinda weirds me out. I’m a little uncomfortable thinking that people I don’t know read and care about this blog. Obviously at least one person does so this one’s for you, sir.
I’m thrilled. Happy as a clam. Feelin’ groovy. And here’s why: life is good.
All’s well in my world. The renovation in the deli has worked out brilliantly. The business logic behind it was to boost the take-out business but we also too the opportunity to fix some equipment and logistical issues that have been bugging us since Day 1. A lot of this stuff is too mundane to go into but it all works so well right now.
Speaking of working well, the team we have built at the Deli has never been stronger or more cohesive. Since Tenzin took over as the Manager last Spring he has put together the most fantastic group of people in the kitchen, on the floor and down in the prep/baking area we have ever had.
Tenzin and I focussed on the first Dragons Den show as an opportunity for a “do over” and made sure we’d be ready when the crowds came. We needed to make sure that people got the highest level of food and service we could provide with a healthy dose of sarcasm from me. It worked. The crowds came in November and they keep coming back.
The Dragons Den experience was wonderful for us. The first show in November drew over a million viewers and got repeated in February. Then we were featured on a follow-up show and a million more people saw us prove the Dragons wrong. Jim and Arlene even tweeted that they regretted not doing a deal with us and I felt completely vindicated by the experience.
Of course, the show was all about Thunderin’ Thelma, our Delimobile. She’s been rockin’ it on Queen East through the winter and is set to have a rocking summer. The truck will be at festivals, concerts, sporting events, weddings, bar mitzvahs, basically wherever there’s a hungry crowd, you’ll find my big blue truck feeding people.
The only thing I can’t figure out is why the City hasn’t moved to embrace food trucks. Maybe after they see us on FoodTV’s “Eat Street” show in a few weeks, they’ll ‘get it’. People love the convenience and fun of finding great food where and when they want it.
You’ll see us featured in a PayPal promotion for a new product/service they’re launching next week. I can’t tell you exactly what it is but I’m thrilled to be included and can’t wait for you to see it. It’s a North American first and it will revolutionize… stuff. Sorry but they made me promise to keep this secret and I figured for once in my life I should see if I can not blab. It’s a game changer though.
Speaking of game changers, watch this space for some really exciting news in the coming weeks and months. 2012 will be a pivotal year and I’m so grateful for all the love and support I’ve gotten from you, yes YOU, that I promise to announce a few new projects on this here blog. Stay tuned, deli lovers.
Last, a couple of shameless self-promoting announcements:
1. We will hold our Second Annual Second Seder on April 7th. Once again, there will be two seatings: 5pm and 8pm. Many of out guests last year have reserved spots so I urge you to book soon to avoid disappointment.
2. We now deliver by car or bike anywhere in the city. I often do these myself so don’t be surprised if I show up at your doorstep bearing deli treats.
3. Sunday evening, March 11 @ 8 pm we’ll be celebrating the first anniversary of Storytelling at the Deli. This has become my favourite night of entertainment and you can be pretty sure I’m going to take the microphone at some point in the evening to tell a story. I don’t know any other place that packs as much entertainment into 90 minutes on Sunday nights and IT’S FREE. Special thanks to the Wex’s for hosting. I love those two.
Thanks for reading, caring and supporting deli in Toronto, you lovely people.
