109 Spicy Gourmet Deli: 24/7 Comfort Food in Morningside Heights
Store Overview
109 Spicy Gourmet Deli Inc., at 990 Amsterdam Ave, New York, NY 10025 (π 212-280-7329), is a 24-hour deli and gourmet grocery store that’s been feeding Columbia students, locals, and night owls for years. Located just north of Columbia University and across from Morningside Park, the deli is a classic neighborhood spot with bright signage, shelves packed with snacks and drinks, and a full-service grill ready to turn out sandwiches, platters, and breakfast any time of day (or night).
The vibe is utilitarian but lively—customers stream in at all hours: students cramming for finals at 2 AM, construction workers grabbing coffee and egg sandwiches at 7 AM, and families picking up quick meals in the evening. It’s the type of deli that feels like a lifeline in a neighborhood where late-night food options can be scarce.
The deli maintains an online presence with its website (order109spicygourmetdeli.com) and is available on all major delivery apps—Seamless, Grubhub, DoorDash, Uber Eats, Delivery.com, and Postmates.
Menu & Services
What sets 109 Spicy Gourmet Deli apart is its variety and around-the-clock service. Customers can order a simple bacon, egg, and cheese at 3 AM, a hot gyro platter for dinner, or even grab a smoothie and fresh juice after the gym.
Menu highlights:
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Breakfast Sandwiches – starting around $4.00, with eggs, bacon, sausage, and cheese options
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Gyros & Platters – lamb, chicken, or falafel with rice and salad
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Grill Specials – burgers, Philly cheesesteaks, and chicken sandwiches
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Smoothies & Fresh Juices – healthy options popular with Columbia students
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Prepared Foods – fried chicken, salads, and grab-and-go snacks
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Everyday Deli Staples – bagels, croissant sandwiches, wraps, cold cuts
The deli also stocks essentials—milk, chips, beer, candy, and convenience groceries—making it a one-stop shop for the neighborhood.
Review Summary
Positives:
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Open 24/7, rare and valuable in this part of Manhattan
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Wide selection of hot/cold foods plus groceries
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Great for late-night orders and quick takeout
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Friendly staff, described as neighborhood staples
Negatives:
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Seating is minimal, not designed for dining in
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Service speed can fluctuate during late-night rushes
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Quality of hot food (like wraps or platters) varies depending on who’s cooking
Human Commentary
In New York, the mark of a good deli is reliability—and 109 Spicy Gourmet Deli hits the mark. While it may not be gourmet in the fine-dining sense, its “always open” status makes it indispensable in Morningside Heights, especially for Columbia University’s late-night student population. The deli’s smoothies and juices also reflect the area’s mix of health-conscious residents alongside those just looking for greasy comfort food.
Location & Accessibility
The deli sits on Amsterdam Ave between 108th and 109th Streets, right in the Morningside Heights/Upper West Side corridor.
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Subway Access: 1 train at Cathedral Parkway (110th St) or 1/B/C trains at 103rd St.
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Bus Routes: M7 and M11 run directly along Amsterdam Ave.
Nearby landmarks that feed its customer base:
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Columbia University – Students and faculty drive demand for cheap meals and late-night snacks.
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Morningside Park – Families and joggers stop by for smoothies, sandwiches, and quick snacks.
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Cathedral of St. John the Divine – Tourists visiting one of the world’s largest cathedrals often pass through this strip.
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Barnard College – Another steady stream of students, especially late-night study groups.
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Riverside Church – Visitors and staff create daytime demand for quick takeout.
Each of these landmarks contributes to customer flow: students late at night, tourists in the afternoon, families and workers in the morning. The deli’s 24-hour schedule is a perfect match.
Genius Marketing Analysis
GI (Genius Insight):
The deli’s strength is being everything to everyone at any hour—a survival hub for students, workers, and neighbors alike.
MDA (Marketing Action):
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Reinforce the “24/7” brand with “Midnight Meal Deals” marketed on social media.
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Push smoothie/juice offerings to health-conscious locals—stand out from nearby bodegas.
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Offer student discounts or meal bundles to strengthen Columbia/Barnard ties.
Genius Ideas (10)
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Student All-Nighter Combo – Coffee + egg sandwich + snack bar for $6, marketed during finals week.
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Midnight Meal Deal – 10 PM–2 AM discount on burgers, gyros, and fries.
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Campus Ambassador Program – Hire Columbia/Barnard students to promote deals on social media.
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Smoothie Punch Card – Buy 9, get the 10th free. Appeals to gym-goers and park regulars.
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Tourist Snack Pack – Sandwich, black-and-white cookie, and bottled water for cathedral visitors.
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Preloaded Columbia Cash Cards – Parents preload for students, usable in-store or online.
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Delivery Blitz Campaign – Free delivery on first orders through Grubhub/Uber Eats.
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Faculty Lunch Packs – Pre-assembled sandwich/salad boxes for professors and staff meetings.
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Late-Night Comedy Tie-In – Partner with nearby open-mic/comedy spots to promote post-show meals.
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Neighborhood Wall of Fame – Photos of loyal customers, especially students and staff, to build a sense of community.
Conclusion
109 Spicy Gourmet Deli isn’t flashy—it’s functional, dependable, and woven into the daily rhythm of Morningside Heights. Its 24/7 availability makes it more than just a deli; it’s an anchor for students, families, and anyone who needs a sandwich, smoothie, or snack at odd hours. In a city that never sleeps, this deli lives up to the NYC standard by always keeping its lights on.
Q & A
Q: Is 109 Spicy Gourmet Deli really open 24/7?
A: Yes, it operates around the clock, seven days a week.
Q: What’s the price range?
A: Breakfast sandwiches start around $4, while platters and specialty items range from $8–$14.
Q: Do they deliver?
A: Yes, on all major apps (Seamless, Grubhub, Uber Eats, DoorDash, Delivery.com).
Q: What’s the best-selling item?
A: Breakfast sandwiches and gyros are customer favorites, but smoothies have a loyal following too.
Q: Is it a good place to sit and eat?
A: Seating is limited—it’s primarily designed for takeout, delivery, and quick stops.
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