Cape Town’s much-loved deli culture is getting a new waterfront address, with Kleinsky’s opening its latest branch at the V&A Waterfront.
The move takes the Sea Point-born brand into one of the city’s busiest visitor and dining destinations, bringing its signature hand-rolled bagels, pastrami, rye breads and deli bakes to a mix of locals and tourists.
The new opening was highlighted by TimeOut Cape Town in its latest coverage of the restaurant’s expansion.
Founded by brothers Adam and Joel Klein in 2014, Kleinsky’s began on Regent Road in Sea Point with a menu inspired by the Jewish delis of New York.
Over the years, the brand has built a following around slow-fermented bagels, deli sandwiches and nostalgic baked treats, while expanding beyond its original neighbourhood. For the Waterfront branch, the focus is deliberately narrower.
A smaller menu, bigger focus
Rather than replicating the full offering available at its larger restaurants, the new store concentrates on the food that has become synonymous with Kleinsky’s.
That means bagels, sandwiches, rye bread, deli bakes and New York-style classics take centre stage.
‘We’ve always said we’re a New York-style deli, and we try to be as authentic as the delis you find there, but we also want to introduce what we do to a broader audience, and that’s why the V&A is such a great move for us,’ Adam Klein said.
With restaurants competing for attention throughout the Waterfront, Kleinsky’s says it wants to make its identity clear rather than trying to match every offering around it.
‘The new store is really about specialising in what we’re known for,’ Klein added.
‘Especially in a place like the Waterfront, where there is so much variety, it’s easy to blend in. We want to stand out and be the best at what we do.’
Bagels made where you can see them
One of the new branch’s defining features is its open kitchen, with the bakery positioned behind glass so customers can watch the bagels being boiled, seeded and baked.
It is a nod to the visual experience of New York bagel shops, where the preparation is part of the appeal rather than something hidden from view.
The Waterfront branch will also feature about 10 cream-cheese flavours at a time, ranging from familiar options to more unusual combinations.
Among the additions are biltong, rosemary and honey; spring onion and lamb bacon; pistachio; and blueberry.
‘The sweet cream cheeses are really popular overseas,’ Klein said.
The bakery offering will also be visible, with staff preparing rugelach, babka and the Russian honey cake that has become one of Kleinsky’s recognisable desserts.
From Sea Point to the Waterfront
The new opening marks another step in the brand’s expansion from its Sea Point beginnings.
Kleinsky’s now has branches in Johannesburg and London, while its Cape Town footprint has also grown with the Constantia location at High Constantia Centre.
The Waterfront store, however, is aimed at introducing the brand to people who may not have encountered it at its neighbourhood locations.
‘We didn’t want to only be connected to these very specific neighbourhoods, so to be in a place like the Waterfront is a great visual space for us… It allows us to introduce the brand to people who haven’t experienced it before. It’s a real mix of locals and tourists,’ Klein said.
That combination is particularly relevant to the Waterfront, where Cape Town’s resident dining crowd overlaps with a steady stream of domestic and international visitors.
There is also more room to sit down and stay awhile, as the new restaurant seats about 50 people indoors, with another 40 seats available on the outdoor terrace overlooking the harbour.
The design continues the familiar Kleinsky’s look but has been adapted for its new surroundings, with booths, a deli counter, fridge and display areas forming part of the interior.
‘We always try to fit in with the landscape and the area, but with this store we said: it needs to feel like you’re sitting in New York,’ Klein said.
‘So we really pushed the décor. The booths have been refined, along with the deli counter, the deli fridge and the display. It has kept all of the Kleinsky’s elements, but in a way that feels special.’
For a brand that started with a neighbourhood deli in Sea Point, the Waterfront opening represents a notable shift in scale and audience.
Yet the proposition remains familiar: bagels, pastrami, cream cheese and baked goods, served with a distinctly New York-inspired identity in the middle of Cape Town.
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Picture: Kleinsky’s/Instgram
