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A ‘Jewish luncheonette’ returns to the Flatiron District, with a killer egg cream
(New York Jewish Week) — It’s just after 1 p.m. on an unseasonably warm autumn day, and the line at the recently opened Flatiron restaurant S&P, which describes itself as “a new place for a very old lunch counter,” is out the door.
Fortunately for my rumbling stomach, the crowd is mostly due to the tight quarters within: Many customers are simply waiting for takeout orders of pastrami sandwiches and matzah ball soup. The barstool seating at the vintage marble counter means space near the entrance is at a premium, and my dining companion (none other than Shannon Sarna, the editor of The Nosher) and I are quickly seated at a two-top in the cramped yet convivial rear, which is dominated by a long green banquette.
S&P officially opened Sept. 28, the latest venture from Eric Finkelstein and Matt Ross, the founders of hip local sandwich mini-chain Court Street Grocers. It’s the newest iteration of an old-school luncheonette at 174 Fifth Ave., which first opened in 1928 and had been known for decades as Eisenberg’s Sandwich Shop.
I myself had once been a regular Eisenberg’s customer: At the tail-end of the ’90s, my first “real” job in New York was at the Flatiron Building across the street. To me — and, clearly, to many other New Yorkers — Eisenberg’s was the kind of place that seemed to be entwined with the very fabric of the city, like pigeons, hot dog carts and subway cars. I can’t say the food was particularly good at Eisenberg’s, but washing down a tuna melt with an egg cream in the vintage environs always felt special.
After a series of owners, Eisenberg’s shuttered for good during the pandemic in March 2021. Finkelstein and Ross — who first met as undergraduates at the Rhode Island School of Design, where they graduated in 2003 — were tapped to take over the space this spring, as the building’s landlord was committed to having a tenant who would preserve the vibe (if not the name, due to legal reasons) of Eisenberg’s.
The partners have spiffed up the interior and the menu a tad — but not enough so that the eatery feels unrecognizable. In fact S&P very much feels the same as Eisenberg’s always has, even if the floor is new and dishes such as bananas and sour cream are recent additions. As Finkelstein, 40, who grew up in a Jewish family in Hollis Hills, Queens, told me in a phone interview: “This is the kind of food I grew up around and with.”
In an effort to preserve the space’s long history, the new owners settled on a name that honors the restaurant’s original owners, Charles Schwadron and Rubin Pulver. “You can see that these two guys, Schwadron and Pulver, had built this place out right when the building was erected, and they were going to run a restaurant together,” Finkelstein said, explaining research that included scouring old lawsuits and tax documents. “In a 1940 tax photo, which is how we found out it had been called S&P, you can see five other sandwich shops on the same block.”
Following a hectic weekday lunch rush, I spoke with Finkelstein about the luncheonette’s legacy, its Jewish influences and how to make a perfect egg cream.
This interview has been lightly edited for length and clarity.
New York Jewish Week: Eisenberg’s felt like the kind of place that’s been around forever — and the new S&P still does. The nostalgia is there, but at the same time, the restaurant really feels like a living, breathing part of the city. Is that what you were aiming for?
Eric Finkelstein: This kind of place has always been really important to my business partner, Matt [Ross], and I — and to, obviously, a lot of people in New York. It’s the kind of place that people associate with New York. When you think about the city, you assume that these places are everywhere — and they should be. There are a number of reasons why they aren’t; some of them are organic, and some of them aren’t.
We found ourselves with an opportunity to help the city retain this one. And I think, fundamentally, what we really wanted to do was just make sure that if we were going to do this, that we did it in a way that was honest — where we tried to make the best food that we can, and try to provide the most appropriate level of service that we can, and that it’s not, to use a phrase Matt uses, a “theme-park version.” Because we definitely feel that this kind of thing is timeless, and it’s not, you know, it’s not an exercise in nostalgia to try to keep this place open.
Were you familiar with Eisenberg’s before you opened S&P?
I wasn’t aware of Eisenberg’s as a kid. My father definitely knew of it; my great-grandparents worked in the neighborhood, where there were a ton of places like Eisenberg’s. When we opened Court Street Grocers [in 2010], Matt and I used a number of things as a model for what we wanted to do [and this was one of them]. Like everybody else, I was kind of bummed to see the place had declined so precipitously in those last couple of years, then even more devastated to see it close.
I should say, obviously, that we are not Eisenberg’s. We don’t have the right to use that name. S&P is a different business. But one of the things that I loved so much about Eisenberg’s is that it was a lunch counter, that, you know, there were hundreds, or maybe thousands of lunch counters exactly like it in New York, with the same exact specs for the marble countertop and the mirrored back bar.
There are a lot of traditional Jewish foods on the menu, like latkes and matzah brei, but you also have things like cheeseburgers and bacon. Would you consider S&P a Jewish deli, or do you see it as Jewish in any way?
I would consider it a Jewish luncheonette. I think a deli has counter service, like a deli counter. Maybe a deli food case, and you could order food to go, or you could sit down at a table and maybe get a table service. But I think the lunch counter aspect of it makes it not a deli but a luncheonette.
It’s obviously not kosher. But, you know, I think there’s a tradition of this kind of lunch counter in New York that was Jewish inflected. And even a lot of diners have a lot of traditional Jewish food on their menus, for whatever reason, just because it’s New York.
I read that S&P’s desserts are made by your relatives. I love how this is a family business — a lot of the classic Jewish restaurants in the city, like Katz’s Delicatessen and Russ & Daughters, are generations-old family businesses. Do you feel like you’re recreating some of that, with something new?
My father makes the rugelach and both of Matt’s parents make the carrot cake.
The Court Street Grocers business, we’ve always thought of it as a kind of mom-and-pop-style operation. Decisions are made based on what’s actually happening with interactions between the customers and the staff, versus just kind of coming up with what people call “a concept” and executing it. These places should be living and breathing things that change.
Bonus question: I ordered a tuna melt and an egg cream at S&P, just like I used to at Eisenberg’s. I like egg creams OK but I don’t generally love them. But the one I had at S&P was by far the best egg cream I’ve ever had. What’s your secret?
First of all, we have good seltzer — we made sure that we had a good seltzer system put in, with the right amount of carbon dioxide, pressure, and a way that we can get it cold enough, which is a big deal. We’re using good milk, and we’re using Fox’s U-Bet [chocolate] syrup. So it’s sort of the same ingredients that everybody uses. I don’t know if ours is better, but the order of operations is really important. Before we opened we tried, over and over again, different ways of making it, like you put the chocolate syrup and then the milk. [Or] you put the milk and seltzer and then syrup. We’ve gotten to a place where we’re really satisfied. The amount of syrup is really important — I think it’s just proportions and order of operations, and then doing your best to try to not beat out all the carbonation.
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‘A collapse’: Number of Israelis who believe Trump prioritizes Israel’s security falls to new low, poll finds
(JTA) — The share of Israelis who believe that Israel’s security is a central consideration of President Donald Trump fell to a record low as Democratic support for Israel in the U.S. continued to decline, according to two new polls Tuesday.
A new poll from the Israel Democracy Institute found that, amid widening disagreements in Israel over U.S. efforts to broker a new nuclear deal with Iran, the share of Israelis who believe Trump prioritizes Israel’s security had seen a “collapse” from 44% in May to 28% in June, pollsters said.
The survey, which polled 603 Jewish respondents and 151 Arab respondents from June 28 to July 1, found that among Jewish respondents, the belief that Israel can fully rely on Trump has plummeted by 38 points between March and June 2026.
Just over one-third of Israelis said they believed Israel’s strategic security situation is better today than it was before the war with Iran. The margin of error was 3.57 percentage points.
Another survey released Tuesday, conducted by the Associated Press-NORC Center for Public Affairs Research from June 11 to 17, added to a growing number of polls showing waning support for Israel among U.S. adults.
The AP poll, which surveyed 3,040 people, including 1,022 Jewish adults, found that 40% of U.S. adults believe America is “too supportive” of Israelis, while 39% believe the U.S. is “not supportive enough” of Palestinians. While the survey included a large sampling of Jewish adults to allow for more reliable estimates of their opinions, the survey was weighted to ensure their views weren’t overrepresented in the findings, the pollsters said.
Among Democrats, the poll found that 58% now say the U.S. is “too supportive” of Israelis, up from 45% in an AP-NORC poll in January 2024.
The share dropped among Republicans, of which just 21% said they believed the U.S. was “too supportive” of Israelis. The share of Republicans who say the U.S. is “not supportive enough” of Israel has shrunk from 39% to 15% since 2024.
It also found that a third of American Jewish adults believe that Israel has committed genocide in Gaza, while another 49% said that it has not.
Among U.S. adults overall, the poll found that about one-third believe Israel has committed genocide, including roughly half of Democrats.
The poll also found that the favorability of Israeli Prime Minister Benjamin Netanyahu and New York City Mayor Zohran Mamdani was split. It found that, among U.S. adults, 38% have an unfavorable view of Netanyahu, while just 28% of U.S. adults have an unfavorable opinion of Mamdani.
Among Jewish adults, about 6 in 10 view Netanyahu unfavorably, while just 39% view Mamdani negatively and 44% view the New York City mayor positively.
For the AP poll, the margin of error for adults overall was 2.8 percentage points, and the margin of error for Jewish adults was 5.0 percentage points.
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The iconic crest worn by Messi and Argentina’s soccer team was designed by a Jewish superfan 50 years ag
(JTA) — BUENOS AIRES — Soccer fans around the world are familiar with the crest worn by Argentina and its star Lionel Messi: a vertical shield with laurel branches symbolizing victory and glory at the bottom and three stars at the top representing the team’s three World Cup titles.
But few are aware that the crest has its roots in Argentina’s close-knit world of Jewish sports clubs, where its designer developed his affinity for soccer.
Norberto “Toto” Rud was in his late 20s and a member of Club Náutico Hacoaj, a Jewish club, when he proposed the crest in 1976, drawing on the branding acumen and graphic design skills he would use throughout his career as a businessman and soccer aficionado in Buenos Aires.
Rud has long been credited with developing the crest after observing that while many European soccer teams wore distinctive emblems, his own beloved Argentina’s jerseys were notable only for their sky blue-and-white colors.
Watching international soccer in the era of black-and-white television, Rud noticed that supporters could instantly recognize teams such as West Germany by its eagle or the Soviet Union by its CCCP lettering, but Argentina could easily be confused with clubs wearing similar striped shirts. He concluded that the national team needed a visual identity equal to its footballing tradition.
Rud prepared approximately 20 design proposals and submitted them to the Argentine Football Association, in a proposal that reached its president and executive committee. The crest made its debut on Nov. 28, 1976, just days after it was approved, in a 0-0 friendly against the Soviet Union in Buenos Aires.
Fifty years later, the crest is basically unchanged and is one of the most widely worn team logos in the world, as Messi jerseys are popular across the globe.
“As a son and a member of the Jewish community and as an Argentinean, it’s a source of pride,” Toto Rud’s son Oliver Rud told the Jewish Telegraphic Agency. He added, “Every time I see Argentina’s national team crest, it still amazes me.”
Toto Rud got to see Argentina wear his crest to two World Cup championships, in 1978 and 1986. But he did not live to see the third in 2022. He died in 2010 at age 61 and is buried in Buenos Aires’ La Tablada, Latin America’s largest Jewish cemetery.
Oliver Rud said his father’s mother came to Argentina from Ukraine, a common pathway for Jewish migrants in the first half of the 20th century. Toto Rud was born in March 1948 and was a longtime member of Hacoaj, where he played club soccer himself.
Founded in 1935 by Jewish immigrants to Buenos Aires, Club Náutico Hacoaj is a sports and cultural club with around 10,000 members and five facilities, one in Buenos Aires city and four in Tigre, a city in the north of the Buenos Aires province. Hacoaj, which means “strength” in Hebrew, has been the launch pad for a number of prominent Jewish athletes, including tennis star Diego Schwartzmann. Oliver Rud said a tree dedicated to his father is planted on Hacoaj’s sprawling campus.
“For Hacoaj, it is a tremendous source of pride that one of our members was the creator of the Argentine Football Association’s crest,” the club’s president, Osvaldo Ofman, told JTA. “His design not only represents the jersey of the Argentina national team, the reigning World Cup champions, but also gives us the feeling that a small part of Hacoaj and the Jewish community lives on in an emblem recognized around the world.”
Now, Argentina will face off in the Round of 16 against Egypt, whose coach Hossam Hassan waved a Palestinian flag after defeating Australia in a 4-2 shootout on Friday. Footage of him walking across the field with the flag while chants of “Free, free Palestine” were heard quickly went viral. In a post-match interview, Hassan said his “heart and soul” were with the Palestinian people and dedicated the win to both Egyptians and Palestinians.
Tuesday’s match represents something of a de facto Israeli-Palestinian showdown in a tournament in which neither the Israelis nor the Palestinians are playing. In addition to the show of support for the Palestinians from Egypt, the Argentine government staunchly supports Israel, which Messi, a Catholic, has visited. And a recent poll by an Israeli magazine found that Argentina was the clear favorite among Israeli World Cup viewers, named by 38% of respondents as the team they hope wins the tournament.
The knockout game comes a decade after Messi ignited a backlash in Egypt after announcing on an Egyptian television program that he was donating his shoes to a charity in Cairo. Presenters on the TV show accused Messi of being Jewish and aligned with Israel, which he had visited three years earlier.
“I know he’s Jewish, he donated to Israel and visited the Wailing Wall and whatever,” then-Egyptian Football Federation spokesman Azmi Mogahed phoned in to say. “We don’t need his shoes and Egypt’s poor don’t need help from someone with Jewish or Zionist citizenship.” Mogahed died in 2020.
Messi, who plays for Inter Miami during the regular season, is 39 and is widely expected not to play in another World Cup after this one, meaning that an Argentina loss could be his last game in international competition.
For Oliver Rud, the game will be an opportunity to reflect not only on Messi’s contributions but on his father’s, as well.
“Every time I see Argentina’s national team crest, it still amazes me,” he said. “In fact, my brother Guido and I were just talking about it the other day — how incredible it is to think that Toto designed the crest for the national team some 50 years ago. It’s really extraordinary. Every time I see the crest, I feel a little piece of him in my heart. It’s a beautiful way to remember him.”
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Abdul El-Sayed has refused super PAC funding. An anti-AIPAC PAC says it will spend for him, anyway
(JTA) — A super PAC formed to counter the influence of pro-Israel political action committees confirmed that it will boost Abdul El-Sayed in Michigan’s Democratic U.S. Senate primary, despite the candidate’s pledge to refuse all super PAC funding.
A spokesperson for American Priorities PAC, the anti-AIPAC PAC, told the Jewish Telegraphic Agency on Tuesday that its vow two days earlier to “do whatever it takes” to help El-Sayed “means spending.”
The move would put El-Sayed, who has mounted an popular insurgent campaign for a seat viewed as a must-win for Democrats, in the company of other progressives this election cycle who specifically railed against pro-Israel super PACs when swearing off corporate funding — while also benefiting from spending by the newly created pro-Palestinian super PAC.
Super PACs have no limits on fundraising but by law are prohibited from directly coordinating with a campaign — so American Priorities could theoretically raise money to run ads and other get-out-the-vote operations to boost El-Sayed without his consent.
El-Sayed has yet to comment publicly on American Priorities’ plans.
A physician and former county health director, El-Sayed is scheduled to debate his opponent, U.S. Rep. Haley Stevens, on Tuesday night in Grand Rapids. A third candidate, state Sen. Mallory McMorrow, dropped out of the race over the weekend, which American Priorities said motivated its pledge to help El-Sayed. The primary is set for Aug. 4.
El-Sayed has made refusing PAC money a key element of his platform. “Money out of politics” forms part of the slogan that brands many of his yard signs. A new ad released by his campaign on June 30 claimed he was “the only candidate for Senate” who has taken “No Corporate PAC Money.”
The American Priorities spokesperson did not immediately respond to a follow-up to clarify what El-Sayed’s anti-PAC pledge would mean for the group’s spending plans. Requests for comment to the El-Sayed and Stevens campaigns also were not immediately returned.
Stevens, a pro-Israel moderate who has welcomed PAC support, has so far had at least $10 million in AIPAC-affiliated funding directed to boost her campaign, according to Federal Election Commission data. AIPAC-affiliated ads for her have trumpeted policies, including proposed restrictions on immigration enforcement, that AIPAC-funded ads in different races this year have lambasted.
American Priorities has complicated the narrative for the progressive wave of the 2026 primary cycle, which has made pro-Palestinian causes and opposition to corporate funding twin priorities while treating AIPAC as a particular bogeyman.
American Priorities also spent to help democratic socialists Claire Valdez and Darializa Avila Chevalier in their successful primary runs for New York congressional seats last month, even as Valdez pledged to “end Citizens United,” the 2010 Supreme Court decision that allowed unlimited political spending by corporations and unions, and Avila Chevalier called to “abolish Super PACs.”
The spending allowed the candidates’ opponents to accuse them of hypocrisy but failed to derail their success at the ballot box. American Priorities also spent heavily in favor of Adam Hamawy, a doctor who served in Gaza who won his crowded New Jersey congressional primary in June.
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