A Morning with Bruce Weiss, Owner of Northshore’s Beloved New York-Style Deli
By Emily Patton
Tucked beneath the Fraizer Avenue storefronts, the River Street Deli is a hidden gem, marked only by a neon sign and a whiteboard displaying the day’s specials. Lying beneath a set of blue stairs, to enter the Deli feels like stepping into another world—one that’s alive with the vibrant energy of a bustling city, filled with lively conversation and the rich, savory aromas of a true New York deli. Literally steps from the natural beauty of Coolidge Park, a visit to the Deli transports you straight to the heart of the Big Apple.
This morning, as the staff prepares to open, the Deli is tranquil, a calm before the storm of the day. In the quiet of early morning, it’s easy to see why this place is so affectionately known simply as “the Deli.” The traditional deli counter dominates the room, inviting you to approach with its warm display of freshly prepared ingredients. The friendly workers behind the counter greet you with smiles that make you feel like part of the family.
Today, instead of ordering my usual bagel, I follow the owner, Bruce Weiss, to a table in the back to chat about his journey to Chattanooga and why he’s made this city his home. Over 20 years ago, Weiss moved from New York to Chattanooga for a corporate job. When the job ended, rather than returning to the corporate world, Weiss boldly walked into Chef’s Underground Cafe and asked for an apprenticeship under the late head chef, Neville Forsythe. As he recounts this story, I laugh in amazement at his audacity. He quickly offers a lesson in two Yiddish words, “chutzpah” and “saykhel,” explaining that guts and common sense are essential in navigating life’s twists and turns.
With a background in corporate management, a flair for graphic design, and a solid restaurant education, Bruce Weiss embodies the perfect mix of skills to run a neighborhood staple like the Deli. Yet, he insists that these qualifications mean little without chutzpah and saykhel. For Weiss, these guiding principles are the key to success in life and business, they are “everything you need.”
When asked why he chose to stay in Chattanooga, Weiss points to the unique niche the Deli fills. It offers a slice of New York right in the heart of Chattanooga. Open since 1998, the Deli has become a beloved fixture in the Northshore community. Regulars, and increasingly visitors from all over the world, return for their favorite sandwiches—the Elena Ruz, the pastrami, the brie with prosciutto—reminding Weiss that the Deli holds a special place in the hearts of many.
But the Deli isn’t just a piece of New York; it’s a reflection of Bruce Weiss himself. The walls are adorned with his original artwork, and the sandwiches showcase his creativity and culinary background. This isn’t a trendy spot with catchy slogans or Instagram-ready lighting. At lunchtime, the Deli transforms from a peaceful morning retreat into a bustling eatery, with a line to the door, orders being taken, and the air thick with the scent of roasted meat.
As a New York-style deli, it upholds a reputation for delicious, fresh food and excellent service. But as a true Northshore business, it embodies the authenticity and spirit of its owner. Just like Weiss, the River Street Deli is loud, bold, and one-of-a-kind—an experience you won’t find anywhere else.