Todd A.
Yelp
Like me, Angelina's owner Angie Rando had very fond memories of visiting old Italian delis with her pop when she was a wee girl. The butcher would welcome her with a slice of salami and a smile. This is what inspired her to open her own Italian-style delicatessen. (By the way, it's not as expressively Italian as Genova's in Walnut Creek or Alimento's in SF. In fact, I had to ask what style of deli they were.)
Luka (son, 15) and I pulled up to Angelina's out in SF's Richmond District on a cloudy Sunday in mid-September. A quaint little spot on California Street just south of Presidio. The line was short and I got the spicy roast beef sandwich on Dutch crunch (my new favorite bread). It came adorned with horseradish-cheddar, lettuce and roasted tomatoes.
The bread was stale. Tough, dry, sock-like. Plthtew. Yuck. A very disappointing experience. A waste of time, really. The cheddar horseradish combomint (condiment combo) was intriguing and might've been considered an excellent idea if it hadn't been served with stale bread. Stale bread ruins everything. It just does.
The tomato also struck me as mealy and overripe until I realized that it was roasted. Because you see, since the bread was stale, I immediately assumed that all of the ingredients were on the geriatric side, too. See how that works? Nevertheless, the mushy roasted tomato didn't taste roasted... or like a tomato... or like anything at all.
Luka got the Italian sub and found it to be essentially on par with a grocery store delicatessen - not special in any way. Your basic okay sandwich.
As I was ordering, I was trying to chat up the counter staff and they were not having it. Too busy, please move along. Which struck me as odd, given that the owner's fond childhood memories that served as the inspiration for this deli prominently featured a counterman's smile and generosity.
This got me thinking about how hard it is as a delicatessen owner to hire and train staff that will deliver memorably good customer service while making hardly more than minimum wage (delicatessen workers in California make just $32K a year on average) and being the occasional recipient of nasty, even brutish customer behavior. That can't be easy and I very much empathize. But it is imperative to crack that nut. I've looked at my personal copy of The Restaurant Manager's Guidebook (more than 1,000 pages) to see what they had to say about hiring and training and it was awfully thin on details. And what the authors did cover was pretty perfunctory.
Several Yelp reviewers also commented on the blunt, cold service at Angelina's. I take negative Yelp reviews with several grains of salt, but there is a discernable pattern of one- and two-star reviews that complain about the rudeness of the staff. One said, "Staff has an attitude as if they are the customer and you are supposed to serve them." That's a far cry from Angie's own childhood Italian delicatessen experience that she said, "made me feel special for the rest of the day," You might say it was the opposite experience. What gives, Angie?
But while customer service may be a weakness, Angie is shockingly good at employee retention. There was a painted sign on the window that listed off employee names and their tenure there at Angelina's. The place opened in 1983, and some of the staff had been working there for 10, 20, and 30+ years. Impressive... but then again, perhaps it's time for some of them to seek other opportunities.
Angelina's serves a bunch of Italian-style and non-Italian mains, sides and salads. Chicken parm, lasagna, meatloaf, roasted vegetables and more. I got the Eggplant Napolean to go with my stale-bread sandwich and it was actually pretty decent. So there was that. They also have a big spread of candy for the kiddos and, as I said, the soft serve.