Wise Sons co-founders Evan Bloom and Leo Beckerman smoked their first pastrami in a San Francisco backyard in 2010. The two Los Angeles natives were frustrated by the dearth of deli food they’d grown up with, and realized there was only one solution: they had to make their own.
Eager to test out their evolving recipes, Bloom and Beckerman gathered folks together for deli dinners, and when these parties quickly exploded from 20 to 200 people, it was clear they weren’t alone in their desire for good deli food.
Bloom and Beckerman launched Wise Sons as a series of pop-up events around San Francisco, and were overwhelmed by the long lines that quickly formed. They’d known the interest was there, but had seriously underestimated the passion people felt for Jewish deli food.