Stepping into Smallman Street Deli on Murray Avenue is an experience that ignites all the senses. The vibrant atmosphere immediately envelops you – a feast for the eyes with the bustling deli counter overflowing with a tempting array of sandwiches, deli salads, and delectable treats. A gleaming glass display showcases freshly made culinary delights, while above, a chalkboard menu wraps around the walls, advertising mouthwatering, hot-off-the-grill options. And if you’re seeking the perfect beverage to complement your meal, a curated selection of seasonal and local craft beers awaits in the wall-mounted refrigerators. Simply put, Smallman Street Deli offers everything you could desire from a top-tier deli.
For 18 years, business partners Bill Wedner and Jeff Cohen have cultivated Smallman Street Deli into a premier destination in the heart of Squirrel Hill. Their vision? To deliver an authentic New York-style deli experience, reminiscent of “the way it used to be.” This is a place where the community gathers – neighbors and friends connecting over exceptional food in an establishment that prioritizes product quality above all else. With ample seating, from intimate tables for two to larger arrangements accommodating groups of ten, and even an inviting outdoor dining area, Smallman Street Deli caters to all.
Freshly prepared deli selections at Smallman Street Deli Murray Ave in Pittsburgh. Discover authentic New York style deli options at this popular Squirrel Hill eatery.
On any given Sunday morning, especially during brunch hours, you might encounter Ben Margolin, a loyal patron easily recognizable by his Pirates baseball cap. Ben has been a fixture at the deli since its opening eight years prior in September 2005, frequenting it on Saturday evenings and Sunday mornings. A man of routine, Ben’s orders are consistent: a healthy egg beater omelet with a side of fresh fruit on Sundays, and comforting stuffed cabbage on Saturday nights. Over the years, he’s developed a warm rapport with owners Jeff Cohen and Bill Wedner, becoming a true testament to the deli’s welcoming atmosphere and consistent quality.
Cohen and Wedner’s journey in the food industry extends beyond Smallman Street Deli. Since 1995, they have operated Weiss Provision Company, the wholesale arm of their business, specializing in meat manufacturing. Five years before establishing their Squirrel Hill location on Murray Avenue, they launched their first deli on Smallman Street in the Strip District, which serves as the central hub for meat cutting and production. This foundational experience in meat production is a cornerstone of their deli’s success.
“IT’S A FACT THAT THIS AREA HAS SUCH A GREAT TRADITION WITH DELIS.”
BILL WEDNER
Wedner explains that the unique character of Squirrel Hill was a significant draw for opening Smallman Street Deli on Murray Ave. “It was the fact that this area had such a great tradition with delis,” he stated. “It was the fact that our deli clearly has a Jewish connotation to it, and this is still the center of Jewish life in Pittsburgh.” This deep-rooted connection to the community and its culinary heritage is central to their business philosophy.
Bill readily acknowledges that neither he nor Jeff are traditional restaurant experts. Gesturing to the extensive menu board that spans half the deli, he jokes that a typical restaurant consultant might advise them to simplify, to “come in and say you’re making this too difficult – cut back, do less.” However, their unconventional approach, prioritizing customer desires and building a comprehensive, “pretty well-rounded menu,” has been instrumental in their sustained success.
“We produce most of our own product. We control everything about that product,” Wedner emphasizes. “We knew that we could put out better product, better sandwiches, better take-home deli than most other places, and we stand on the strength of our product.” This commitment to in-house production and quality control sets Smallman Street Deli apart in a competitive market.
And the Squirrel Hill community has indeed taken notice of the exceptional quality Bill and Jeff champion. Longtime regular Ben affirms, “the food is decent, the staff is very helpful,” estimating that “close to half of Squirrel Hill comes in here on any given day, usually on the weekends.” He even boldly declares Smallman Street Deli as “the only bona-fide deli in the area,” a strong endorsement from a dedicated local.
Wedner’s connection to Squirrel Hill is deeply personal. Growing up just five blocks from their Murray Avenue location, attending Taylor Allderdice High School, and later studying at the University of Pittsburgh, his familiarity with the neighborhood and its residents is profound. This local insight has been crucial in establishing the deli as a thriving community hub, welcoming not only the Jewish community but all who call Squirrel Hill home.
“We’re certainly here to service the Jewish community – make no mistake about that,” he clarifies. “We have all the traditional favorites – we make a lot of the things that people don’t make anymore, or forgot, or were family recipes that got lost through time. The Jewish holidays very much focus around food, and they know we’re here and we’re gonna have what they’re looking for for the holidays.” Smallman Street Deli on Murray Ave becomes an essential resource during holidays like Rosh Hashanah and Yom Kippur, ensuring community members have access to traditional and high-quality foods.
But Smallman Street Deli is more than just a holiday destination. It’s the perfect spot for a casual meal, catering a special event, or simply stocking your refrigerator with quality deli provisions – and conveniently, they are open 365 days a year. The deli also attracts a younger demographic, with Wedner noting Squirrel Hill’s “very large contingent of young people that are very focused on the food scene and fresh food that’s made well.” This broad appeal cements its position as a neighborhood staple.
Jeff explains their core mission: “trying to get people good quality food and service coming in all the same time. We try and make sure they get their money’s worth. It’s quality food [and] good friendly service.” This dedication to both quality and customer experience is palpable.
The positive atmosphere at Smallman Street Deli is infectious, stemming from the owners’ active involvement. On any given Sunday afternoon, Bill and Jeff can be found working alongside their staff, ensuring smooth kitchen operations and timely catering deliveries. This hands-on approach is a key ingredient in their success.
“Part of what we feel our success is that we’re constantly trying to do more, not less,” Wedner concludes. “That’s what keeps us going. Our customers know that – they see an owner there. They see we’re involved, [that] we’re very hands on.” This customer-centric philosophy and unwavering dedication are undoubtedly why Smallman Street Deli continues to flourish, even as other delis have faltered in the same competitive Murray Avenue area.
“We take pride in the fact that we have so many loyal repeat customers,” Bill states with genuine appreciation. “They’re here in the community. It doesn’t matter the weather, they know we’re gonna be here. That’s really what this neighborhood is all about.” This deep connection to the community and unwavering commitment to quality and service solidify Smallman Street Deli’s place as a beloved institution on Murray Avenue.
