clock menu more-arrow no yes mobile

Filed under:

Serial Restaurateur Adam Fleischman Unveils New Italian Deli in Santa Monica

New, 10 comments

Segreto and Heroic Deli open September

Heroic Deli
OMG Italian Classic sandwich at Heroic Deli
Jeffrey Merrihue
Mona Holmes is a reporter for Eater Los Angeles and a regular contributor to KCRW radio. She has covered restaurants, dining, and food culture since 2016. In 2022, the James Beard Foundation nominated her for a Jonathan Gold Local Voice Award.

A split-restaurant concept from Umami Burger’s Adam Fleischman is in the works, with an Italian sandwich spot named Heroic Deli, and Segreto, a tribute to Roman pasta and seafood. Fleischman took over the shuttered Erven in Santa Monica, chopped it into two restaurants, and designated September 1 as its opening date.

Fleischman and partner Jeffrey Merrihue, whose claim to fame is eating at every restaurant on World’s Fifty Best list, recruited chef Barbara Pollastrini to reinvent breakfast and lunch, Roman style. Think Italian meats and cheese, and fresh California produce on crusty bread, avocado toast with polenta instead of bread, and smoked mozzarella potato fries. For early hours, Pollastrini created a breakfast lasagna, a carb-free version with eggs and crispy prosciutto. Coffee, salads, and gelato also made the cut, with house-made condiments like giardiniera, Calabrian chiles, truffle mayo, and pesto available for purchase.

Once the lights are off at Heroic Deli, Segreto opens on the opposite side in the evening. Fleischman says the name is unofficial and describes it as a Roman speakeasy that serves comfort food, wine, and beer. Pollastrini will prepare Roman pastas and seafood until midnight.

While designer Alexis Readinger puts final touches on the 3,000 square foot space, initial plans are for lunch service, then to expand to breakfast and dinner later in the year. Hours for Heroic Deli will be from 7 a.m. to 6 p.m., and Segreto from 6 p.m. to midnight.

Heroic Deli and Segreto. 516 Santa Monica Boulevard, Los Angeles, CA


514-516 Santa Monica Blvd, Santa Monica, CA 90401 (310) 260-2255 Visit Website


403 W 12th St, Los Angeles, CA 90015 (213) 403-1786 Visit Website