Gothamist
A non-profit newsroom, powered by WNYC.
Gothamist
Listen Live
Food
Mile End Owner Lashes Out At "Mob Wives" Customers, Apologizes
By
John Del Signore
Published Nov 27, 2012
Modified Nov 27, 2012
Share
FacebookTwitterRedditEmail
Never miss a story
Email address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .
By
John Del Signore
Published Nov 27, 2012
Modified Nov 27, 2012
Share
FacebookTwitterRedditEmail
We rely on your support to make local news available to all
Make your contribution now and help Gothamist thrive in 2026. Donate today
Gothamist is funded by sponsors and member donations
Mile End deli, the successful local purveyor of Montreal style smoked meat, suffered a heavy blow as result of Hurricane Sandy, which knocked out the deli's production facility on Pier 41 in Red Hook, submerging it under four feet of salt water and sewage. Owner Noah Bernamoff, a Quebecer by birth, tells us the production facility "was without power for three weeks" and left with "four construction containers of spoiled food and equipment." Increased operating costs have forced him to raise prices, and that hasn't gone unnoticed by some of his customers.
Last night a flame war erupted on Mile End's Facebook page, where Bernamoff lashed out a customer who had a problem with her order. The customer in question, Sarah Oster Shasha, wrote on Facebook, "I was really disappointed last week to get a Beauty bagel for takeout, only to have it not be toasted and not be a Montreal bagel. You guys still charged $13 for it...I understand that things are tough with the hurricane, but that's like stealing." It seems the "stealing" analogy triggered something in Bernamoff, who subsequently blasted the customer and others who frequent his Boerum Hill flagship:
That Facebook post has since been deleted, as has the one at top here, in which Bernamoff berates the "misinformed mob wives" who "think this is some systematic issue of customer service at mile end." We reached out to Bernamoff about the comments, which generated a heated backlash on the Mile End Facebook page. "I don't like being accused of stealing especially at a time when I have had much taken away from me as a result of natural circumstances," Bernamoff tells us. "So I got snarky and told her she should take her business elsewhere.
(Noah Bernamoff)
"And now I'm being attacked on facebook by a slew of her 'friends' who have nothing to do with this petty argument but somehow feel a right to say whatever they want, however misinformed they may be. It's just so stupid and such a waste of my time and yet I can't stop stabbing back." Of course, getting stabby with "mob wives" in this part of Brooklyn is never a good idea and Bernanoff has since folded up the rhetorical switchblade. The Mile End Facebook page now features this apology:
I apologize for having offended a customer who was trying to voice an opinion. The subsequent use of unprofessional language to fend off her army of facebook friends was clearly not in my best interest. Mile End has always been a very chill place with a staff that works hard to please its customers as most of you who have visited can attest.
This past month has pushed and prodded the emotions o
f everyone at Mile End in ways that, unfortunately, too many of us can now truly understand. The business faces new challenges; the way we address them will define who we are and what we hope to be.I have always welcomed constructive criticism -- When constructive qualities are traded for mere snark, however, the line between what's personal and what's suggestive can be blurred. That said, I recognize that I crossed those same lines in response and for that I am sorry, particularly to our customers, fans, and facebook followers.
Now maybe we can all get back to focusing on what's important: the smoked meat, which finally returned to Mile End last week. The Local East Village reports that Noah is brining and smoking the meat at Fleisher's upstate. The smoked meat sandwich now costs $14, up from $12. And don't worry, Bernamoff "isn't putting a gun to anyone’s head" to make them order it.
Tagged
hurricane sandy
meat
mile end
noah bernamoff
original
John Del Signore
Originally from the Albany area, John Del Signore has called NYC home since 1995. In addition to his thousands of meticulously-crafted bespoke blog posts for Gothamist, his writing has also been published in The Awl, Deadspin, The Nervous Breakdown, and performed at The Brick Theater in Brooklyn.
Read more
Gothamist is funded by sponsors and member donations
Gothamist is funded by sponsors and member donations
MORE food
Why NYC restaurants are playing coy about sustainability
Though it has multiple benefits, the practice remains popular for one basic reason: it saves money.
By
Samantha Dady
Published Oct 26, 2026 at 10:01 a.m. ET
Where are the cheapest drinks in NYC? A new report details the city's average prices.
The median price of a cocktail in the city is now $16, and $9 for a draft beer.
By
Hannah Frishberg
Food
Where are the cheapest drinks in NYC? A new report details the city's average prices.
The median price of a cocktail in the city is now $16, and $9 for a draft beer.
By
Hannah Frishberg
North African restaurants are rare in NYC. These 10 are the best.
By
Robert Sietsema
10 dishes that demonstrate the delicious diversity of curry in New York City
By
Robert Sietsema
Frozen yogurt is back in New York City. So are the super long lines.
By
Sonia Rao
Never miss a story
Catch up on the most important headlines with a roundup of essential NYC stories, delivered to your inbox daily.
Sign upEmail address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .