By BERNIE BELLAN

When Bernsteins Deli first opened its doors in the

Corydon Village Mall (on Corydon between Lanark
and Renfrew) 28 years ago, Aaron Bernstein was
three years old. Marla Bernstein (Aarons mother)
had been running the deli on her own since 1999.
The oldest of three brothers and now 31 years old,
(His two younger brothers are Jason, 28; and
Steven, 24.) although Aaron had grown up in the
deli, it wasnt until quite recently that he made the
decision to become involved in the business full
time.
There was a combination of factors that led to my
becoming a partner in Bernsteins, says Aaron.
After acquiring a Bachelor of Engineering degree
from Concordia University in Montreal (specializing
in mechanical and aerospace engineering), Aaron began working for the
well-known company Aero Consulting Services.
I had been working in the aerospace industry for nearly four years,
Aaron notes, but I wasnt really enjoying it.
Last year Aaron won the HSC Lifestyles Lottery 50/50 prize and his
newly won prize ($350,000) afforded him the opportunity to forge a
major career change. It allowed me to reflect on where I was headed in
my career. I bought my own house two blocks from the deli and quit my
job a few months later.
Then, in March of last year, the long-time cook and manager at
Bernsteins Deli Shari McDonald, passed away suddenly and tragical-
ly, and Marla, who had been running the deli largely on her own, found
herself in a difficult situation.
I made the decision to approach my mother about joining the family
business and she was very encouraging and accepting of the idea,
Aaron explains.
With his engineering background, Aaron immediately saw areas in
which he could enhance the customer service aspect of the deli opera-
tion.
I had ideas how we could do things differently, he notes.
For instance, instead of the previous system whereby customers in the
restaurant would receive a slip noting what they had to eat, which they
would have to bring up to the cashier, who would then have to start tab-
ulating the bill, theres now a computerized till system that produces
bills.
Were intent on speeding up our service, Aaron says. Im also con-
sidering reducing the size of the restaurant slightly in order to make seat-
ing arrangements more flexible.
As well, Aaron
understands the
importance of social
media. In addition to its website (BernsteinsDeli.com),
there are now active Facebook and Twitter accounts for
the deli all of which keep customers posted as to the lat-
est changes. Social media administration is shared among
the three Bernstein brothers.
But any deli that has been around 28 years has to
be mindful of what made it successful in the first place.
Now the only Jewish-owned deli in the entire south
end, Bernsteins has become a favourite meeting place
for different generations over the years.
With all the traditional Jewish favourites and a host of
specialty items (including a tremendous variety of
home-made soups), Bernsteins is not only a popular
place to eat, it has a take-out and catering operation as
well and many Winnipeggers are able to enjoy
Bernsteins foods in the comfort of their own homes and
offices.
Now that Aaron is involved full-time in Bernsteins operation, he says,
his mother Marla will be able to concentrate more upon food prepara-
tion which is what she really prefers to do, rather than having to worry
about the day to day administrative effort.
Aaron, however, is eager to hear your ideas how to improve
Bernsteins. He says that he is more than happy to receive any sugges-
tions. Contact Aaron at aaron@bernsteinsdeli.com, call him at 204-960-
5206, or come in and say hello to him at the deli.
Lifestyles MAY 2013 11
Served Monday-Saturday from 8:00 am, Sunday from 9:00 am
YOUR NEIGHBOURHOOD DELI FOR OVER 28 YEARS
Visit our website: www.BernsteinsDeli.com
Like us on facebook
Follow us on Twitter@BernsteinsDeli
F
R
E
E
W
I-F
I
OVER 20
SANDWICH CHOICES
ON OUR MENU
EAT-IN OR TAKE AWAY
20 VARIETIES
OF DELICIOUS
SOUPS TO
TAKE HOME!
Bernsteins Deli undergoes major change as son Aaron joins the business
DOWNTOWN
529 ELLICE AVE
774-9892
ITALIAN CUISINE
PIZZA SALADS PASTA
LICENSED
Dine In Take Out Deliveries
Ducky`s Fish & Chips
884 hotre 0ame Ave.
7725GOO
OpenMonday-Friday
11:00A.M.-8:00P.M.
Saturday&Sunday
1:00P.M.-8:00P.M.
SLRVlNG
WlNNlPLGGLRS
SlNCL 1937
Fnr appnIntmcnts, p!casc ca!! 204 582-2364
247 5ELKIRK AVENUE
YU WLL ALWAYS KU 1U SKV LNN'S KUL1S.
BRIS MEALS
BAR & BAT MITVZAH
CATERING
WEDDING CAKES &
PASTRY TABLES
SHIVA MEALS
BREAKFAST TRAYS
LUNCHES
Uote-/oq /o- o// occos/oos
AARON BERNSTEIN
now a partner in
Bernsteins Deli