Gio's Serves Up a Puzzler With Salmon Pastrami

Categories: Eat This

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Everybody knows pastrami. Everybody knows lox. But Lisa Giannopoulos, owner of Gio's Café, a new deli in North Dallas, reports even customers who cut their teeth on knishes are baffled by pastrami lox.

"It's new to them," Giannopoulos says of the Nova-style salmon that's prepared like pastrami.

Rarely seen outside New York -- and considered esoteric there -- the fish is rubbed with sugar, salt and lots of pepper, creating a peppery crust. Giannopoulos' husband learned the recipe from a Russian Jewish caterer.

"I was hesitant to put it on the menu, but it's going over like crazy," Giannopoulos says.

Fearing that customers might be shy about ordering an unfamiliar lox, Giannopoulos drew on her background at Lawry's to fashion an informal marketing strategy.

"I was like, 'Guys, let's do an amuse bouche,'" recalls Giannopoulos.

Customers adored the complimentary sample, says Giannopoulos, who reports the restaurant ran out of pastrami lox this weekend.

"I don't know if it's ever going to replace Nova, but people are loving it," Giannopoulos says.

Location Info

Gio's Cafe and New York Deli

12817 Preston Road, Dallas, TX

Category: Restaurant

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5 comments
Kirk
Kirk

I'll try it out. I had a pastrami sandwich at Gio's recently, and was underwhelmed by the rye. But maybe they will find a better source or recipe sometime soon.

Kirk
Kirk

Have you tried Gio's yet, Hanna?

Hanna Raskin
Hanna Raskin

Kirk, I haven't begun to crack the menu there, but stopped by for Sunday morning bagels and lox (not of the pastrami variety, which I didn't then realize was an option.) I'm looking forward to a follow-up meal that includes a corned beef and chopped liver sandwich -- my benchmark for a Jewish deli.

Kirk
Kirk

Their chopped liver is good. I haven't tried it on a corned beef sandwich ... at Gio's or anywhere else, I am afraid. But I will definitely try it out if you think that it is the ne plus ultra of delicafressen.

Hanna Raskin
Hanna Raskin

It's all about the proportions -- and the accompanying Dr. Brown's black cherry soda. My favorite versions are at Canter's Deli in L.A. and Zingerman's in Ann Arbor, which has wisely listed the sandwich as #1 on a list of nearly one hundred numbered sandwiches: http://www.zingermansdeli.com/...

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