Lobel’s Original, the latest venture from the iconic Lobel’s of New York butcher family, has landed in the heart of Rockefeller Center; 30 Rockefeller Plaza’s Rink Level to be precise. This new 50-seat sandwich restaurant offers a refined take on classic deli fare, showcasing slow-roasted USDA Prime meats alongside vibrant vegetable-forward options as well as decadent all-day breakfast sandwiches.
Founded in 1954, Lobel’s of New York carries a rich legacy that stretches back six generations to 1840s Austria. Now helmed by fifth and sixth generation Lobels — Evan, David, Mark, Brian, Joey, and Michael — the family has brought their renowned expertise from their Upper East Side shop and Yankee Stadium outpost to this new modern deli-inspired concept.
The menu is a love letter to Americana delicatessens, reimagined for today’s New York diner. Star dishes include the Prime Steak Sandwich, with tender USDA Prime beef slow-roasted and sliced thin, dipped in au jus, and served on sesame bastone from Bronx-based Nicosia’s Bakery. Other highlights include the Berkshire pork Roasted Pork Sandwich; upstate New York turkey breast; and a fiery Broccoli Rabe sandwich topped with house-made chilli and garlic rabe. Salads, seasonal soups, and desserts like banana pudding and double chocolate cake round out the offering. Breakfast fans can enjoy egg sandwiches all day, from the smoky B.E.C. to the sweet and savoury P.E.C.
Dolan Design Group crafted the interiors with nods to both iconic New York’s delis and Rockefeller Center’s world-renowned Art Deco heritage. Caramel leather banquettes, saddle-toned 1950s bar stools, checkered floors, white tiled walls, and pops of deep red reflect the brand’s palette and spirit. Flat screens and framed family photos add a lived-in appeal.
The drinks list pairs classic craft cocktails — think Proper Manhattan and Espresso Martini — with local New York beers and approachable wines, while non-alcoholic options keep things equally enticing.
A veritable NYC institute that seems set to continue building on its already enviable heritage, Lobel’s Original offers a fresh take on the city’s deli culture, balancing tradition and modernity with style and taste.
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Lobel’s Original Photography, Noah Fecks.
