Wexler’s Deli has earned its reputation in Los Angeles by adhering to traditional, painstaking methods of preparation that few other delis still practice. By curing, smoking, and hand-slicing all of its meat and fish in-house, the deli offers an authentic taste of Jewish culinary classics that has now successfully expanded to the bustling Las Vegas Strip.
Obsession with Traditional Craftsmanship
Owner Michael Kassar firmly believes that the deli’s hands-on approach is the crucial element contributing to the superior flavor and quality of its offerings. He detailed the significance of this dedication, particularly when it comes to fish: “For example, you’ll often find lox over salted. By curing, smoking and hand-slicing all our own lox, we can make sure all of the delicious nuances in its flavor shine.” Kassar summarized the ultimate goal: “Bringing tradition, craftsmanship, and quality to our meats means a better, authentic flavor for the guests.”
The deli’s core philosophy is not about reinventing familiar favorites but perfecting them. “We’re obsessed with craftsmanship at Wexler’s,” Kassar stated. “We don’t do new-age takes on deli classics, but rather strive to perfect deli classics.” He insists that this dedication to tradition is what drives the business. “These classics are classics for a reason, and our care and attention to detail is what sets our sandwiches apart.” He believes the timeless appeal of Jewish deli cuisine lies in its very nature: “Deli food is really comfort food. Whether you are Jewish or not, a perfect pastrami sandwich, toasted bagel, and hand-sliced lox never go out of style, and always feel like a big hug. There’s no need to keep it ‘exciting’ as food like ours will always be relevant and hold a special place in people’s hearts.”
Adapting Quality from Santa Monica to Las Vegas
Wexler’s Deli maintains its commitment to quality across its diverse geographic locations, while tailoring the experience to fit each market. “Whether in Santa Monica or Las Vegas, you can always expect the same top-notch quality, care and traditional craftsmanship from Wexler’s,” Kassar confirmed.
The physical constraints of each location dictate the menu size and format. “Our space in LA is larger and has a larger menu to match, with a variety of options for everyone,” he explained. In contrast, the Las Vegas spot had to adapt to the fast-paced nature of the Strip: “Meanwhile, our spot at Proper Eats makes the most of its smaller space by offering the greatest hits from our full menu for a streamlined experience that fits The Strip.”
Looking to the future, Kassar intends to expand the brand’s reach by capitalizing on its unique in-house production model. “We have big plans for the future of Wexler’s,” he shared. The immediate goal is to scale their process: “Before the end of the year, we’re planning to open up our own smokehouse where we’ll cure, smoke and hand-slice our proprietary recipes not only to be used at our Wexler’s Deli locations, but also to sell all across the West Coast.”
