
Photo by Rich Schmitt, Staff Photographer
It didn’t take more than a day for the first shift at Fire Station 69 to grab lunch at Lenny’s Deli Tuesday morning. Four hungry firefighters showed up at 11:30 a.m., marveling at the extensive new menu. The Swarthmore restaurant opened Monday morning at 7 a.m. stocked with plenty of food’favorite deli items and home-baked bakery goods; a trained wait staff and chefs’many from the old Mort’s Deli and the Pantry; and, as it turned out, a computer system that bollixed up any hopes of fast service. ‘Everything that didn’t go smoothly was my fault,’ said owner Lenny Rosenberg, referring to a sophisticated computer system that incorporates the cash register with a touch-screen menu that relays orders to the kitchen. ‘You’d have to have a doctorate from MIT to use the cash register,’ said Monday’s manager, Randy Plaskoff. The day started off with a steady stream of customers, all of whom enjoyed a 50-percent-off menu. But by 3 p.m. all orders were halted in order to catch up with the backlog of orders, with a promise that the restaurant would reopen at 6 p.m. ’By 15 minutes to 6, every table was filled,’ Plaskoff said, adding that a line had formed outside the restaurant well before 6, so he let customers in early. But with 23 tables ordering simultaneously, service once again fell behind and continued that way as customers kept pouring in. Plaskoff finally discovered that the computer was not communicating correctly with the kitchen. For example, an order for scrambled eggs, a side of potatoes and white toast came out as a scrambled, egg-white omelet. By the end of day one, the bugs had been worked out and the flow of customers was moving well; the kitchen was still serving food at 9:15 p.m. Rosenberg and his business partner Jack Srebnik have extensive restaurant experience. Srebnik, who owns two pizza places in West L. A. and three restaurants in the Palm Springs area, became acquainted with Rosenberg two years ago when he sold 17th Street Caf’ to him. Rosenberg had previously operated several bakeries in the New York area, and Nosh in Beverly Hills. Rosenberg, anxious to get his new deli up and running, skipped a traditional soft opening in favor of Monday’s ‘we’re in business’ opening, and he admits he was stunned by the number of people who came through: over 1,000, he estimated. He was also surprised by the number of take-out orders, ‘especially at dinner. There was a line of take-out customers that flowed into the room for about two hours.’ Summarizing the day’s events, Rosenberg was convinced that with polite service and a good product, there would be repeat business. ‘We appreciated that people understood our glitches,’ he said. ‘They know we’re here for the long haul.’ In addition, he reiterated his philosophy concerning menu changes. ‘My view is that anything customers want, let’s try it,’ Rosenberg said, adding that the kids’ menu will be in place for three months, as a test. There are already have requests for whole-wheat pasta, vegetable sides and chicken tenders.