Feldman’s Deli has filled the void of a kosher-style Jewish deli in Salt Lake City for more than a decade, bringing towering pastrami sandwiches, hand-rolled bagels, and a warm, welcoming atmosphere to Utah. Now, as founders Michael and Janet Feldman enter semi-retirement, a new generation has picked up the Reuben sandwich and run with it. Meet John Feldman, the new face of this family-run deli.
A Family Tradition of Great Food and Hospitality
When Michael and Janet Feldman first opened the doors of Feldman’s Deli in 2012, their goal was simple — to create an authentic delicatessen that reminded them of the flavors they grew up with in New Jersey and New York. With no true Jewish deli in the region, they saw an opportunity to bring hand-sliced pastrami, matzo ball soup, and twice-fried French fries to Salt Lake City.
Over the years, Feldman’s has grown into a neighborhood gathering place — a spot where regulars come for lively conversation, to listen to Michael and other’s music, and newcomers discover the flavors of a classic East Coast Jewish deli. Through it all, the Feldman family has poured their hearts into the business, ensuring that each dish served meets their exceedingly high standards.
Transitioning to the Next Generation
Michael and Janet’s youngest son John took over day-to-day operations of Feldman’s in May of 2023. In June, his mom left the kitchen. Alongside dedicated longtime staff members, John stepped up to continue the Feldman legacy with the same commitment to quality food and customer experience as ever.
“The passion that Janet and I had for the business is well represented in John,” Michael beams.
John has spent half his life learning the ins and outs of the business, having worked at the deli since he was 13. Now, as part owner and general manager, he’s bringing new energy and ideas to Feldman’s, alongside a deep respect for the deli and those who support it.
Yet the transition hasn’t been an easy one. At only 26, John worried that the employees might not accept him taking over, but he was warmly welcomed. Because his mom and dad trusted him, so did they.
The biggest challenge however, was, “My mom can just touch anything and it turns to gold. I had to think about it a little bit more, especially when I didn’t know how to cook.”
He sat with his mom, watching her make all the menu items and creating recipes. He had to pay attention, especially since Janet cooks in the Yiddish style of “a little bit of this and a little bit of that,” John explains. “That was very difficult. I was constantly getting Michael to test food, getting our regular customers to test food to see if I’d gotten it right.”
He also enrolled in Park City Culinary Institute. “This is something I need to do,” he said, “because as much as I can try and mimic a recipe, I need to figure out how to make recipes and understand the difference between adding garlic here or salt here.”
Today, John is the primary bagel maker, hand-rolling and baking 2 dozen each day and 42 bagels on Saturdays. He’s been working on some soups and specials to bring his own touch to the menu. Yet customers can rest assured that their favorite classics — the Rachel and Sloppy Joe sandwiches, latkes, and whitefish salad — aren’t going anywhere.
And there’s plenty of opportunity to grow, says Michael, explaining that about 60% of their business comes from lunch. “If John can get specials more consistent, perhaps we can grow our dinner business. If we’re doing more dinner specials during the summer, we can have a light summer menu.”
The family also hopes that a possible expansion opportunity could allow them to better serve the community that keeps them so busy. John foresees a time when they have the oven space to bake more bagels each morning and sell meats and other deli items in bulk.
Ultimately, both Michael and John know they are fortunate to have such a loyal customer base that includes regulars who’ve been dining there for breakfast, lunch or dinner since the very beginning.
It was this support that made John decide to give deli life a try. When he was tasked with accepting a dining award, he remembers, “At least 500 people came up to me to say how awesome the deli was and how great they were doing. It just made me realize, I don’t want to take that away from this community.”
As the next chapter of Feldman’s Deli is written, one thing is clear: its heart and soul remain unchanged. The dedication to quality, the love for authentic New Jersey style-deli fare, and the sense of family — both among staff and customers — are stronger than ever. With the next generation at the helm, John is carrying on the tradition of serving up Salt Lake City’s best sandwiches — one perfectly stacked bite at a time.
Feature Image: John Feldman, new owner of Feldman’s Deli. Photos by John Taylor.
