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New Italian Deli Contender Takes On Santa Monica’s Legendary Bay Cities

Heroic Deli is now open

Heroic Deli
The tuna sandwich at Heroic Deli
Heroic Deli
Farley Elliott is the Senior Editor at Eater LA and the author of Los Angeles Street Food: A History From Tamaleros to Taco Trucks. He covers restaurants in every form, from breaking news to the culture, people, and history that surrounds LA's dining landscape.

Santa Monica has a new deli contender in its midst, and the place certainly isn’t pulling any punches. The name is Heroic Deli, and it has landed with a bang inside the former Erven space on Santa Monica Boulevard.

Heroic Deli is the brainchild of Adam Fleischman (Umami Burger) and longtime eating partner Jeffery Merrihue, and it’s aimed pretty squarely at the existing Westside Italian deli market. The biggest name in that universe is, undoubtedly, Bay Cities nearby, so it certainly seems eyebrow-raising to see Heroic bill itself as having “the world’s best Italian heroes” right on the website.

The casual newcomer does more than just Italian subs. The company’s Instagram page is awash with shots of short rib sandwiches and farro salads, and there are plans to offer a variety of pastas on the quick and cheap as well, though on that front they’re competing with the bustling Uovo in Santa Monica not far away. As for the space, one Food Talk Central user shows off a shot of the interior complete in all its blonde wood, tiled backsplash glory.

So far the restaurant has mostly kept its opening quiet on social media. Eater reached out for more info on hours of operation and a full menu, but so far has not heard back. Fleischman remains working on his ever-evolving ventures, including Cold Cocked Coffee in Koreatown, PBJ.LA in Grand Central Market, and a possible reintroduction of ChocoChicken, his chocolatey fried chicken restaurant that suffered a truncated run in Downtown.

Heroic Deli. 516 Santa Monica Blvd., Santa Monica, CA.