“I was a businessman in my retirement,” said owner Fred Boldaji, “but they called me up and offered me a challenge.”
Three years ago the George Washington University didn’t have a kosher restaurant on campus. Even today, many students still don’t know the 5th Avenue Deli exists.
“Jewish kids come by and say ‘we didn’t know you were here,’” Boldaji explained.
But things are changing for the solely certified kosher restaurant on campus.
“We started off slow, but we’re doing better and better each month,” the owner stated.
The strategy is simple: if one person has a good experience, Jewish or not, kosher or not, he or she will come back.
“The word-of-mouth” is very important, explained Boldaji, adding that more needs to be done to increase communication among the Jewish and kosher community.
So far, things seem to be working out.
Sam Aram, an employee at a local law firm, stops by the deli because he enjoys the “variety.”
“I like eating kosher-I’m Muslim. I also think the food is clean,” he said.
Freshman Mahika Kapoor agreed.
“I think the cafeteria is pretty gross,” she explained, adding that the “cleanliness” is what attracts her to the 5th Avenue Deli.
For Yoel Moore, the deli’s easygoing mashgiach, or official kosher certifier, these words mean a lot to him.
His goal is to offer students a better option, different from the rest of the restaurants in the Marvin Center, he explained.
For Yoel, it’s all about “presenting kosher food to the students” that is respectable. The way things are going right now, “I’m loving it,” he said.
Providing an authentic kosher experience isn’t easy, but, it seems, the 5th Avenue Deli, on the ground floor of the Marvin Center, has mastered one Jewish delicacy: the bagel.
Freshman Casey Wood praised the quality of bagels available, adding that it’s what keeps him coming back.
For sophomore Kevin Mikus, getting a bagel has become a custom.
“It’s my morning ritual-chocolate milk and a bagel with cream cheese,” Mikus says. “They are really high quality.”
High quality, however, comes with a price.
According to Boldaji, all of the food is guaranteed to be high quality, which can be expensive.
A normal pound of roast beef costs $2.99, but because “we choose ‘first quality’ grades,” a pound can be as high as $9.99, Boldaji explained.
Though “the meat is more is expensive,” don’t criticize the 5th Avenue Deli, the owner states.
“It’s not just limited to 5th Avenue. It’s not just GWU either-college food is more expensive,” he pointed out.
For now, higher prices for higher quality seem to be paying off-and not just among kosher Jewish students.
“Only 15 percent of our customers are kosher Jews,” Boldaji says. “The rest are Muslims (who keep halal), non-kosher Jews, and Christians.”
This shocking fact provides hope for the owners of the 5th Avenue Deli: if more kosher Jews learn about the restaurant, business will only get better.
“Only 15 percent of our customers are kosher Jews,” Boldaji says. “The rest are Muslims (who keep halal), non-kosher Jews, and Christians.”
This shocking fact provides hope for the owners of the 5th Avenue Deli: if more kosher Jews learn about the restaurant, business will only get better.
While it might seem strange to some that a kosher restaurant depends on non-kosher students, it’s one of the quirks that makes the 5th Avenue Deli so unique.
Fred Boldaji, a career restaurateur, having managed several “specialty restaurants,” entered the food industry at age of 17.
Boldaji was in his retirement when the university contacted him, offering him the chance to run one more “specialty business.” His three previous successes had been “vegetarian, a vitamin shop, and health food, but never kosher.”
But why him?
“The reason I’m here is that they wouldn’t give a kosher certification to a big corporation,” Boldaji said.
Boldaji was in his retirement when the university contacted him, offering him the chance to run one more “specialty business.” His three previous successes had been “vegetarian, a vitamin shop, and health food, but never kosher.”
But why him?
“The reason I’m here is that they wouldn’t give a kosher certification to a big corporation,” Boldaji said.
What’s strange about Mr. Boldaji is that he isn’t Jewish.
The affable, charismatic, middle-aged restaurateur, always standing within feet of his deli chatting with customers, occasionally jokes about his uncommonness.
“I’m an Iranian, Muslim-born, who married a Catholic girl, has Catholic kids, and runs a kosher Jewish deli,” he said with a wide grin.
For Fred, the lifelong businessman, and his friend and coworker Yoel, thinking ahead is critical to expanding the business.
Recently, the deli began selling hot food after it acquired a Turbo Oven at the beginning of the year.
It’s not enough, however, Boldaji explained.
“The goal is to get a grill with a hood and ventilation,” Boldaji said. “We want to offer a wider variety of food, such as shawarma, burgers, and falafel.”
He said he expects to achieve this goal because “the school has been very nice to us, helping us get the proper equipment.”
So far, Fred Boldaji believes he is living up to the challenge of running a kosher business. “I love the school atmosphere,” he stated with his trademark smile.
The affable, charismatic, middle-aged restaurateur, always standing within feet of his deli chatting with customers, occasionally jokes about his uncommonness.
“I’m an Iranian, Muslim-born, who married a Catholic girl, has Catholic kids, and runs a kosher Jewish deli,” he said with a wide grin.
For Fred, the lifelong businessman, and his friend and coworker Yoel, thinking ahead is critical to expanding the business.
Recently, the deli began selling hot food after it acquired a Turbo Oven at the beginning of the year.
It’s not enough, however, Boldaji explained.
“The goal is to get a grill with a hood and ventilation,” Boldaji said. “We want to offer a wider variety of food, such as shawarma, burgers, and falafel.”
He said he expects to achieve this goal because “the school has been very nice to us, helping us get the proper equipment.”
So far, Fred Boldaji believes he is living up to the challenge of running a kosher business. “I love the school atmosphere,” he stated with his trademark smile.
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