Katz's Deli's Veggie 'Pastrami' Sandwich: Our Review
For over 130 years, Katz's Delicatessen has been serving up mouthwatering pastrami sandwiches from their iconic Lower East Side location in New York City. Generations of New Yorkers and tourists alike have made the pilgrimage to Katz's to get a taste of their legendary smoked meat sandwiches piled high on rye bread.
But on one special day this past November, Katz's made history by offering something you'd never expect from such a traditional New York deli - a vegetarian pastrami sandwich. This limited edition sandwich was made possible through a collaboration with Row 7 Seed Company, who developed a special variety of beets to mimic the taste and texture of meaty pastrami.
We were lucky enough to get our hands on one of these exclusive vegan sandwiches during its extremely limited run. Keep reading for our full review and impressions of this pioneering plant-based take on a tried-and-true Katz's classic.
A Brief History of Katz's Delicatessen
To understand how momentous this vegetarian offering was, you first need to understand the legendary status of Katz's Delicatessen in New York City. Katz's first opened its doors in 1888, originally starting out as a grocery store run by the Iceland brothers. In 1903, the Iceland brothers sold the business to the Katz family who turned it into a full-fledged deli serving up German and Eastern European fare.
In its early days, Katz's became a popular gathering place for many of the immigrant groups that populated the Lower East Side at the turn of the century. It was passed down through generations of the Katz family until finally being sold in 1988. Despite several ownership changes over the decades, not much else about Katz's has changed. Step into their Houston Street location today, and you'll feel like you've traveled back in time to the classic New York delis of yesteryear.
Beyond just serving award-winning sandwiches, Katz's has become ingrained in New York's cultural fabric. Their classic neon signage and old-school charm exemplify that throwback "New York tough" attitude. Katz's embraces its deep roots unapologetically - as their famous slogan says, they've been carving pastrami for over 130 years. Simply put, Katz's is an institution. They even had their big film debut, playing a key role in that famous "I'll have what she's having" scene from When Harry Met Sally.
Given its venerated status, you can see why the idea of Katz's offering a vegetarian pastrami sandwich might turn heads. But the collaboration with Row 7 Seed Company made it possible to capture the quintessential Katz's flavor in an plant-based package.
The Vision Behind Row 7 Seed Company
Row 7 Seed Company was founded in 2011 by Irwin Goldman, a vegetable breeder and professor at the University of Wisconsin-Madison. Goldman had long been researching ways to use plant genetics to improve human health and sustainability. He was driven by one guiding question - how can we get more people eating healthy fruits and vegetables?
Goldman knew that superior flavor would be the key. After all, if it doesn't taste good enough, why would anyone choose vegetables over meat? He assembled a team of fellow plant breeders and chefs to create Row 7's innovative seed varieties, balancing nutrition, sustainability, and most importantly, craveable flavor.
A big breakthrough came in 2016 when Row 7 introduced their proprietary Badger Flame Beet to the market. This vibrant purple beet was engineered specifically to mimic the taste and texture of meat when prepared properly. Badger Flame beets owe their exceptionally meaty flavor to high levels of glutamic acid and natural umami flavors. They are plump, juicy, and meaty with a complex flavor.
Goldman saw huge potential for vegetable products that could truly replace meat, not just serve as an inferior substitute. Row 7's beets caught the attention of chefs and food companies, eager to experiment with these versatile ingredients. The Badger Flame beet was perfectly poised to recreate the taste and texture of cured meat classics like pastrami or corned beef.
Crafting the Special Vegetarian 'Pastrami'
When the folks at Katz's heard about Row 7's earthy, meaty beets, they knew it presented an opportunity to expand their offerings. Together with Row 7's culinary team, Katz's set out to develop a plant-based pastrami that would do justice to their legendary sandwich.
The process started with sourcing high-quality beets specifically bred for optimal flavor. The Badger Flame beets were brined and slow-roasted to concentrate their savory umami taste into pastrami-like layers. Then they were smoked with classic deli spices like coriander, black pepper, and mustard seed. After cooling, the beets were hand-sliced to order and served on toasted rye bread with spicy brown mustard.
The vegetarian pastrami sandwich would be offered for one day only on November 3rd, 2022 as part of a promotional event. Customers could enjoy these exclusive sammies at Katz's Houston Street location in Manhattan. However, the meat-free masterpiece would be available in limited quantities - Katz's expected high demand from both loyal patrons and vegans making a special trip.
As self-proclaimed pastrami fanatics, we knew we had to be there to witness Katz's meatless milestone. Read on for our first-hand account of tasting this innovative veggie sandwich.
Tasting the Brand New Sandwich
When the big day finally arrived, it felt like there was an electric buzz in the air outside Katz's Deli. We joined the eager crowd lined up outside Katz's well before opening time, waiting for the doors to open at 10:30 am.
Once inside, we made a beeline for the counter to order the vegetarian pastrami sandwich. Luckily we arrived early - the plant-based sandwiches completely sold out by 2 pm that afternoon!
We grabbed one of the few remaining tables in the packed dining room. As we unwrapped our sandwiches, our first impression was that the beets convincingly mimicked the look of traditional cured meat. They had that familiar deep reddish-pink hue and marbling from the smoking process.
We layered the beet pastrami onto rye bread along with a satisfying smear of spicy mustard. After snapping the requisite food photos, we took our first tentative bites. Immediately our taste buds were wowed by how much the flavor profile tasted like the real thing! The beets had a remarkably similar dense, chewy texture as meaty pastrami.
The irregular marbling from the smoking gave the sandwich a sophisticated depth of flavor. We could detect those iconic Katz pastrami spices like garlic, coriander and black pepper mingling with the beet's natural earthiness. There was a subtle sweetness rounding it all out.
The rye bread provided a perfect contrast with its signature sour tang. The mustard added a nice zip that paired beautifully with the umami of the "pastrami."
As we ate more of the sandwich, we gained an even greater appreciation for Row 7's technical mastery. The way the beets play off the classic spicing is sheer genius. This was not just a purple beet sliced up and slapped between bread - the brining and smoking process elevated the beets into something truly special and pastrami-esque. They managed to transform an unassuming root vegetable into deli perfection.
We were thoroughly impressed at how this plant-based sandwich captured the satisfaction of noshing on an overstuffed pastrami sandwich. From the texture, to flavor, to smell, the experience felt shockingly similar to Katz's trademark meat sandwich.
If we hadn't known better, we wouldn't have guessed this was derived from beets rather than beef. It had that craveable depth and addictiveness you expect from Katz's cured meats. We never felt like we were missing out - except for perhaps a little pool of deliciously fatty juice!
Public Reception and Impact
Judging by the lightning fast sellout, we clearly weren't alone in our appreciation for this inventive vegan offering. The collaboration generated lots of buzz on social media and press coverage. Some die-hard Katz's loyalists were skeptical at first, reluctant to see such a drastic diversion from their old-school meaty menu.
But just like us, most patrons walked away pleasantly surprised at how good the plant-based version turned out. One customer told the New York Times, “If I didn’t know this was made from a beet, I would think it was real pastrami.”
Another patron who had been vegetarian for over 10 years said the Row 7 sandwich “brought me right back to the pastrami sandwiches I grew up eating as a New Yorker.”
Beyond just impressing taste buds, the offering indicated shifting attitudes about plant-based diets. With skyrocketing demand for veggie options, even established food institutions are taking notice.
The Katz's collaboration shows that vegan can appeal to more than just niche health foodies. Their brand has legitimate mass market appeal. When done right, vegetable products can stand toe to toe with beloved meat classics. They don't have to be second class substitutes relegated just to hardcore vegans.
The overwhelmingly positive response almost guarantees that more Katz’s vegan specials are likely on the horizon. In fact, Irwin Goldman hinted that a plant-based Katz’s corned beef sandwich could be in development!
For now, the Row 7 pastrami sandwich will live on more as legend than reality. Its fleeting availability only added to its mystique and cult status. But this limited edition specialty broke down barriers and showed the surprising versatility of vegetable ingredients.
We feel honored to be one of the lucky few who got to taste this pioneering plant-based pastrami. It provided a completely new perspective on vegan sandwiches - one we won't soon forget.
Why Go Plant-Based? Benefits of Vegetarian Pastrami
Beyond just tasting delicious, the vegetarian Katz's pastrami sandwich points to some of the advantages of opting for plant-based ingredients:
More Sustainable - Beets have a much smaller environmental impact to produce than beef. Going plant-based for just one meal a week can significantly lower your carbon foodprint.
Specialized Breeding - Companies like Row 7 are continuously improving plant varieties to maximize nutrition and taste. Through breeding beets designed specifically to mimic cured meat, the end result is far superior to typical beets. This innovation will only accelerate to make veggies even more satisfying.
Healthier Option - Swapping out processed meat for antioxidant and nutrient-dense beets offers some health advantages. The fiber, folate and other nutrients in beets make them a nutritious substitute.
Inclusive for All Diets - Well executed vegetable pastrami can appeal to carnivores and herbivores alike. The sandwich catered to Katz's fans of all dietary preferences.
Creative Culinary Potential- Chefs and scientists are just scratching the surface of using produce in groundbreaking new ways. The Katz's collaboration provides a glimpse of a future where plants can transform into almost any meaty texture and flavor.
Final Impressions: A Must-Try Specialty Sandwich
As iconic deli connoisseurs, we couldn't help but have high expectations for a Katz's pastrami sandwich. But this inventive vegetarian version employing Row 7's brilliantly engineered beets blew us away.
The attention to detail in replicating the flavors, texture and preparation of classic Katz's pastrami was evident in every remarkable bite. Had we not known better, we would have thought this plant-based sandwich came straight from the same smoky meat legacy as the rest of Katz's menu. It was a satisfying sensory experience from start to finish.
From Katz's generations-old culinary traditions to Row 7's innovative plant science, this collaboration merged old school and cutting edge beautifully. It's sure to inspire more creativity within the deli and plant-based worlds.
The overwhelmingly positive response to the creeping encroachment of veggie options into carnivore territory is telling. There is clearly mainstream demand for high quality, craveable vegetable preparations that deliver the meaty experience.
We feel lucky to have been among the few to enjoy this exceptional specialty sandwich. While it may have only been available for one day, the Katz's vegetarian pastrami made a lasting impact and added an important page in their storied history. This uniquely New York sandwich will live on in infamy!
Frequently Asked Questions
Still curious about Katz's daring dive into plant-based pastrami? Check out answers to some commonly asked questions:
When and where was the Katz's vegetarian pastrami available?
The specialty sandwich was served exclusively at Katz's Delicatessen Houston Street location in Manhattan on Thursday, November 3rd, 2022. It sold out by 2 pm.
What exactly was in the veggie pastrami sandwich?
The star ingredient was Row 7's proprietary Badger Flame beets. They were brined, slow-roasted, then smoked with traditional deli spices. The beets were served on rye bread with mustard.
Why is the Badger Flame beet ideal for imitation pastrami?
Through specialized breeding, the Badger Flame beet was engineered to have exceptionally high glutamic acid. This gives it a savory, meaty umami flavor when prepared properly. The beet has a similar texture to cured meat.
How does the vegetarian sandwich compare to Katz's regular pastrami?
Most patrons agreed the flavors and textures were remarkably close to Katz's traditional beef pastrami, especially considering it's plant-based. The complex smoky spices paired beautifully with the beets' earthy sweetness.
Will Katz's offer the veggie pastrami sandwich again?
No dates are set yet for it to return. But the highly positive response suggests Katz's will likely partner with Row 7 in the future for more specialty vegan menu items.
Where else can I find Row 7's engineered vegetables?
Row 7 products have been incorporated into dishes served at restaurants like Superiority Burger and Saxon + Parole. But for now, the Katz's pastrami sandwich was the most high profile showcase of their meaty beets.
Why would a traditional deli like Katz's decide to do this?
Katz's saw an opportunity to expand their customer base by offering an appealing plant-based option. With the rise of veganism, even old-school institutions are realizing the demand for quality vegetarian fare.
In Conclusion
The Katz's Deli x Row 7 Seed Company vegetarian pastrami sandwich collaboration was an inspired culinary experiment that delivered in every way. This sandwich merged old-world New York tradition with innovative ingredients and techniques - a winning combination.
The level of care put into honoring Katz's legacy was obvious, while also gently pushing boundaries. It expanded perspectives on what plant-based food can be.
We feel grateful to have experienced this design-forward specialty sandwich during its ephemeral availability. It highlights the unlimited future possibilities when two pioneering brands join forces.
