41teiVie
H
one store, and would mesh retail and
restaurant in the way New York's Stage
and Carnegie delicatessens had not
\-done.
/- "But we didn't want to be the Stage
Deli of Ann Arbor," said Saginaw.
"When people told us it [the con-
cept] wasn't good, we knew we were on
to something," he said.
Saginaw admits that the partners
first thought was to open a gay bar,
but their bankers were somewhat
appalled by the proposal. Saginaw, who
had tried his hand at managing an "old
man's health club" like his grandfather
used to attend, had by now bought
(with partner Mike Monahan) a fish
market in Ann Arbor's Kerrytown area.
Monahan still runs the market.
From the beginning, the partners
wanted their deli to become a destina-
tion spot. They found their answer in
the form of a 1902 grocery on Detroit
/Street at Kingsley, about a 10-minute
walk from the University of Michigan
central campus.
The partners borrowed $20,000 to
open the business, and promptly spent
$14,000 on equipment. They soon
found that their suppliers were harder
to deal with than their bankers. "The
idea was not to put the money in fix-
tures, but in food," said Saginaw. The
H
/ partners also agreed it was vital to
, choose quality over speed. They cor-
rectly believed their customers would
be willing to pay a premium, the
whole idea being to build a culture.
Originally, the deli was to be named
Greenberg's in honor of one of
Saginaw's regular fish market cus-
tomers, Hannah Greenberg, a 4'2"
„buyer of smoked fish who often
--showed up in house slippers. The part-
ners incorporated as Greenberg's and
ordered a neon sign which they placed
in their window.
Then came a phone call asking for
Mr. Greenberg. When the caller was
told there was no one there by that
name, he said, 'Yes, I know that,
I because the name is mine and you
_can't use it.' It was his surname, and he
had incorporated a few days before.
The man told Saginaw that he planned
to open deli franchises all across the
nation, including one in Ann Arbor,
and demanded the partners change the
name.
Mr. Greenberg's deli scheme failed a
few years later, but Hannah Greenberg
is still immortalized at Zingerman's
Hwith a sandwich named after her.
The partners had to get a new name
and a new neon sign up just a few days
before opening. They wanted a tele-
phone book listing starting either with
I
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127