Shelsky’s of Brooklyn Appetizing & Delicatessen: Old-World Flavor, Brooklyn Attitude
Store Overview
Shelsky’s of Brooklyn Appetizing & Delicatessen, located at 141 Court Street, Brooklyn, NY 11201 (☎ 718-855-8817), is a modern take on the traditional Jewish deli, known for its exceptional smoked fish, bagels, and sandwiches stacked high with pastrami and personality.
Nestled in Cobble Hill, Shelsky’s brings the spirit of the Lower East Side’s legendary appetizing shops to Brooklyn—with a twist of creativity and humor that feels perfectly at home in today’s borough. The storefront is compact but stylish: gleaming cases of lox and whitefish, shelves of imported pickles, and the unmistakable aroma of smoked salmon and fresh bialys that hits you the moment you walk in.
Founded by chef Peter Shelsky and Rudi Shenk, the shop’s mission is clear: to keep Jewish appetizing culture alive for a new generation. Their official website, shelskys.com, offers online ordering, catering, and holiday platters for everything from Yom Kippur break-fast to Brooklyn brunches.
Menu & Services
Shelsky’s menu celebrates New York Jewish deli classics while playing with inventive combinations that honor tradition without getting stuck in it.
Signature Items:
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Smoked Fish LAX Sandwich – Layered with smoked salmon, scallion cream cheese, tomato, onion, and capers ($12.99).
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Whitefish Salad Bagel – A smoky, savory favorite ($10.00).
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Classic Pastrami Sandwich – Slow-brined, perfectly spiced, and hand-sliced ($18.99).
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Matzo Ball Soup – Rich broth with tender matzo balls and carrots ($17.49).
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Brisket Sandwich – Juicy, tender, and piled high ($17.99).
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Bialy or Bagel with Lox Cream Cheese – Soft, chewy perfection ($8–12).
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Pletzel & Knishes – Traditional sides rarely seen outside the city’s oldest delis.
Bakery & Grocery Additions:
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Housemade babka, rugelach, challah, and pickles.
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A full range of smoked fish, herring, sable, and nova.
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Locally roasted coffee and artisan teas.
Services:
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Dine-in and takeout
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Catering platters for events and holidays
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Local delivery via Seamless, DoorDash, and Grubhub
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Special holiday menus (Rosh Hashanah, Passover, Yom Kippur)
Review Summary
Positives
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4.5⭐ (Google) and 5⭐ (Grubhub), with hundreds of glowing reviews.
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Customers praise the variety and freshness of smoked fish, particularly the lox and whitefish.
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Pastrami and brisket sandwiches get high marks for quality and portion size.
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Friendly, knowledgeable staff—many regulars by name.
Negatives
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Slightly higher prices than average delis, justified by quality.
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Small space; lines form quickly on weekends and holidays.
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Limited seating (primarily takeout and catering-focused).
Human Commentary
Shelsky’s of Brooklyn succeeds by reviving a fading tradition and modernizing it without losing soul. The deli feels both nostalgic and alive—a place where generations overlap over bagels, smoked salmon, and brisket. For Brooklynites, it’s not just a deli—it’s a culinary anchor of neighborhood culture.
Location & Accessibility
Transportation
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Subway: F/G to Bergen Street, 2/3/4/5 to Borough Hall, or A/C to Jay Street–MetroTech.
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Centrally located between Cobble Hill, Boerum Hill, and Brooklyn Heights, with easy access for locals and weekend visitors.
Nearby Landmarks
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Brooklyn Borough Hall – Office workers stop by for lunch sandwiches.
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Brooklyn Bridge Park – A picnic destination for smoked fish platters and knishes.
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Cobble Hill Cinemas – Pre- or post-movie meals keep weekend traffic steady.
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Trader Joe’s on Atlantic Ave – Grocery shoppers often pair errands with a deli stop.
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St. Francis College – Students and faculty frequent the shop for quick breakfasts and catering orders.
The mix of professional, family, and foodie traffic keeps Shelsky’s busy seven days a week, especially during Jewish holidays and Brooklyn weekends.
Genius Marketing Analysis
GI (Genius Insight):
Shelsky’s emotional strength lies in heritage and authenticity. It sells more than bagels—it sells cultural memory. Its branding perfectly blends humor, reverence, and Brooklyn-style swagger.
MDA (Marketing Action):
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Emphasize “Old Tradition, New Brooklyn” as a central tagline.
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Offer limited-time collaborations with local bakeries or breweries (e.g., smoked salmon bagel paired with craft beer).
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Develop short-form video content highlighting the art of slicing lox and hand-rolling bagels.
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Leverage Goldbelly for national delivery and expand brand awareness beyond NYC.
10 Genius Ideas
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“Lox & Learn” Workshops: Teach customers about smoked fish history and preparation.
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Sunday Brunch Box: A ready-to-eat platter for 4–6 people, featuring lox, whitefish, bialys, and rugelach.
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Heritage Sandwich Series: Rotating specials inspired by different Jewish immigrant traditions.
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Neighborhood Partnerships: Offer combo deals with nearby coffee shops and bakeries.
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Holiday Gift Baskets: Smoked fish, babka, and branded tote bags for festive seasons.
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Instagram “Smoked Fish Spotlight”: Weekly behind-the-counter stories showing staff prep.
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Shelsky’s Loyalty Program: Points for every sandwich or smoked fish order.
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DIY Bagel Kit: Sold online or in-store for out-of-town fans.
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“Smoked & Spoken” Events: Deli-themed storytelling nights featuring local artists and food tastings.
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Late-Summer Pop-Up at Brooklyn Bridge Park: Outdoor picnic service featuring deli classics.
Conclusion
Shelsky’s of Brooklyn Appetizing & Delicatessen is not just another deli—it’s a living preservation of New York’s Jewish appetizing culture, reborn with Brooklyn energy. Its dedication to craft, humor, and hospitality has made it one of the city’s essential food landmarks.
In a borough that prides itself on reinvention, Shelsky’s proves that the best way forward is sometimes through the past—with a bagel, a slice of smoked fish, and a sense of home.
Q & A
Q: What are the hours?
A: Open daily from 8 AM to 5 PM (closed evenings).
Q: Price range?
A: Around $10–20 per person.
Q: Does Shelsky’s deliver?
A: Yes—via Seamless, Grubhub, and DoorDash.
Q: What’s the signature dish?
A: The Smoked Fish LAX Sandwich and the Classic Pastrami on Rye.
Q: Does it cater?
A: Yes—specializes in holiday platters, brunches, and family gatherings.
