NORTHAMPTON — Last summer, the opening of the Lichter & Levin Delicatessen in Northampton marked the culmination of a dream spun from a viral Instagram post. Half a year later, that dream already seems to be fading.
The Jewish deli announced on its social media on Friday that they would be closing on down this Sunday, Dec. 14 — the first night of Hanukkah.
“As much as we wish we could continue, the reality is that operating a restaurant is incredibly challenging,” the deli wrote on its Facebook page. “Without the financial runway needed to keep moving forward, we have been faced with the difficult decision to close.”
Inside the deli on Monday, many patrons said they were surprised and dismayed at the announcement of the deli’s closure. Barry Goldstein and Sue Stubbs, who said they ate regularly at Lichter & Levin, said there are usually lines waiting to order when they come.
“It’s terrible. It seems to be such a success,” Stubbs said. “It’s hard to believe there aren’t willing investors for this place.”
Goldstein, who is originally from New York City, said he had missed having a Jewish deli while living in the Pioneer Valley. He acknowledged that the prices for some of the deli’s specialties seemed expensive, but said they were reasonable compared to delis in New York, such as the famous Katz’s Delicatessen in Manhattan.
“We come often, and we usually wait in a long line, so it’s confusing,” he said. “I was talking to some of the staff about it, and they seemed taken aback by the news.”
Also in the deli on Monday was Matt Ouilette and Chelsea Pritzker, Holyoke residents who had recently relocated from the Boston area and said they were visiting the deli for the first time.
“We thought we’d come down and commiserate,” Pritzker said. “We”re excited to finally find a Jewish deli out here, and disappointed to know that it’s closing.”
They deli was the brainchild of Emily Lichter and Ben Levin, both veterans of the music industry who met while co-managing the female folk band I’m With Her. While on tour, they began talking about how there was no local Jewish deli in the area and started joking about opening their own, even going so far as to design their own logo for the imagined business. When a post made by the duo on Instagram in 2019 depicting the logo ended up going viral, with many residents clamoring for more details about when this supposed deli was to open in their city, Lichter and Levin started thinking about making the business a reality.
Though the pandemic put a hold on those plans for a few years, it resumed motion after the duo teamed up with Robyn Wynn, the owner of the former coffee shop The Roost, and Alex Hanley, a chef from New York City. With that team in place, the Lichter & Levin Delicatessen opened in July at the corner of Bridge and Market streets, where the Roost had formerly been located.
The menu features the standard Jewish deli fare, such as corned beef and pastrami sandwiches, matzo ball soup and knish. But the deli also offers vegan and gluten-free versions of certain foods, such as vegan lox and gluten-free bagels. Traditional Jewish desserts like Linzer tart, rugelach and babka are also featured on the menu.
The deli’s opening quickly attracted customers, with long lines during lunch hour. On Monday, the deli continued to be busy with customers around noontime. The deli’s owners did not immediately respond to requests for comment regarding its closure.
Leslea Newman of Holyoke, who was in the deli on Monday having matzo ball soup, said she remembered watching the building’s outside being spray painted in preparation for its opening.
“It was very exciting, waiting for it open and then waiting for the crowds to thin out,” Newman said. “It’s very sad to see it go. It was a great addition to the Northampton experience.”