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For Immediate Release 9-27-03
Shelly’s Café, is that you? Ten years old and suddenly, totally new.
For its 10-year anniversary, owner Noam Sokolow didn’t give Shelly’s Vegetarian Café the traditional diamond anniversary band. But the complete makeover it received is just as sparkling.
The new décor strikes a balance of modernity and coziness. The paneling is painted cobalt blue and decorated with metal accents, and the walls are a textured cream that nicely displays the fine art by contemporary artists. One very welcome addition: booths line the walls, decorated with purple cushions and pastel-patterned upholstery. (A note to those who always wondered about the mysterious wall separating counter from seating area: it is no longer.)
The new menu is proof positive that the changes are more than cosmetic. It is less than half its previous size, and as is often the case, less is more. Chef Thomas Rhee has painstakingly produced, from scratch, a repertoire that rivals the trendier cafes across the GWB. The result is a sampling of Mediterranean, Italian and Asian influences, and a few guaranteed-to-please basics – often with a twist. And of course, a kids menu; Shelly’s is still a family restaurant, after all. So whether you’re hungry for sophistication (Panzanella, Acacian Honey Soy Chilean Sea Bass) or comfort (French Onion Soup, Brick Oven Pizza) you’ll find it at Shelly’s Café.
Shelly’s Vegetarian Café is located at 482 Cedar Lane, Teaneck. For more information, click on www.ShellysCafe.net.
For Immediate Release 9-20-03
An Exclusive Prepaid Gift Card for…Pastrami on Rye?
You’d expect it from an upscale department store or a swanky spa. But now Noah’s Ark, a Glatt Kosher Deli in Teaneck, is making gift cards available to their customers. And they’re giving new meaning to the phrase, “conspicuous consumption”.
Dubbed “VIP Cards”, the cards are the size and shape of a credit card, with a magnetic strip on the back. Functionally, they’re more akin to a debit card, only instead of debiting money from a bank account the cards are prepaid by the givers.
The advantages the new cards have over conventional gift certificates are numerous. (But first, a caveat: looking at the full-color collage of deli meats on the card will make your mouth water. Don’t take it out of your wallet unless lunchtime is imminent.) They’re available in any denomination, $18 and up. Recipients can use up as much or as little as they want at a time. They never expire. They’re refillable. And they can be used at all three of the restaurants operated by owner Noam Sokolow: Teaneck’s Noah’s Ark and Shelly’s Café, and his newest location, Noah’s Ark on the Lower East Side.
For all the above reasons, a Noah’s Ark VIP Card makes a terrific birthday, anniversary or holiday gift for your favorite deli lover. But uses extend beyond gifts. One example: parents going on vacation who want to entrust teenagers at home with responsibility for their meals, but not with wads of cash.
For more information about Noah’s Ark or Shelly’s Café, go to www.noahsark.net.
For Immediate Release 9-15-03
Welcome Back Kosher, an authentic Glatt Kosher Deli returns to the Lower East Side!
The Lower East Side (also known as LES) is no longer just the multi-cultural downtown neighborhood. It’s also a scene where some of the most desirable bars, lounges and eateries in the city are located. But once upon a time, it was known for being a neighborhood of mostly Eastern European Jews who settled here to start families and open businesses. At the end of September, Noah’s Ark Deli (399 Grand Street, 212-674-2200) will open, fulfilling owner Noam Sokolow’s dream of bringing Glatt Kosher (Star- K Supervision) food back to the Lower East Sid.
Noah’s Ark has seating for 60 in a carpeted dining room with waiter service, full service take-out counter, and additiona<
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