Spotlight Business: Ben’s Best Deli (Rego Park)

Jay Parker, a 3rd generation deli-man, runs Ben’s Best Kosher Delicatessen, a 70 year-old eatery in Rego Park the way he lives his life.

“You only die with one thing – your reputation,” he says.

He strives to live up to the deli’s name and be the “best”: to provide the best product possible, to be the best businessman possible, and to be the best person he can be to customers, employees and community members. His does this for his reputation, and his business.

“You’ll never say we did anything wrong to anyone,” he says. “It is very important for me to make sure the product is 100%, 7 days a week, 24 hours a day. You have to have pride in it. People say ‘step back, take it easy, 99 is good’… you’re shooting for 99 you get 80, you shoot for a 100, you get 99.”

One way he does this, is by creating an environment that keeps his workers around for decades, providing him and customers consistency and loyalty.

“I’m only as good as my employees,” Parker says. It’s this philosophy that has allowed him to prevail over high turnover common in the restaurant industry.

“This is like family. These people will actually get together outside of business. Richie (who is in year 29 of work at the deli) throws parties. What we do here is never a job for anyone. It’s a home,” says Jay.

Years ago, Jay realized that he could use his financial background and expertise – he was a municipal bond trader on Wall Street and has a masters in finance – to help his employees. Jay provides a unique benefit to his employees; money is invested for them throughout the year through a defined benefit pension plan.

“Someone has to watch out for them. They watch out for me. I watch out for them,” he says.

With staff feeling appreciated and retention extremely high, he focuses on business growth. “Business is like being a shark. If you’re not moving forward, you’ll die,” he says.

Parker tries to identify what no one else will do. He developed a catering branch which caters events from local Bar Mitzvahs to lavish events in Washington D.C. When the opportunity came up to be on Guy Fieri’s television show “Diners, Drive-ins and Dives” he enthusiastically took it, even though it meant closing the deli for 3 days without revenue – a risky move that ultimately paid off with increased sales.

“We had to become a destination restaurant,” he says.

Parker stresses the importance of differentiating your business from the competition and always having alternate ideas. “Life is a crapshoot. Always keep thinking. Always have another plan,” he says. “When people ask what I do for a living, I tell them I solve problems.”

Parker believes that strong work ethic is a trait that all workers can have so he doesn’t count out anyone when making a new hire. “It’s the person, not the age,” he says. “Everybody has their strengths and weaknesses… everybody plays to their strengths.”

Countermen like Marty, 74, and Jay, 62 work alongside younger employees like with Alex, who’s in his 20s.

While Parker acknowledges some changes and physical limitations as one ages, he has found easy solutions. In the past, if they had a large catering event, they would have done the manual labor themselves, but now they simply bring in younger workers. If extra staff are needed, employees feel comfortable letting him know because he’s built a strong climate of respect. “You’re not here to work yourself to death,” he says.

Parker sees the deli as part of the fabric of Rego Park. “We’re part of the community,” he says. He is involved with Queens Way, the Merchants Association and Jewish Park Center, as well as many charities. During holidays such as Rosh Hashanah, even though it is one of his highest volume weeks, he discounts products because he feels that is when people in the community need them the most, he says.

Although he had never planned on joining the family business, Parker enjoys running the deli and has no plans to retire anytime soon. He’s in the process of negotiating a 20-year lease.

His daughter may eventually take over. She recently represented Ben’s Best at a city pastrami contest when Parker was out of town. “When the time comes I’ll hand you the key,” he’s told her, but he would also be at peace with selling the deli eventually.

“I’m at peace with selling it. We have to be here for the Jewish community. We’re not just another restaurant. There are other people you have to consider.”