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30 | March 22, 2018 | The glencoe anchor Dining Out glencoeanchor.com NO DRUGS. NO SURGERY. NO PAIN. Updated Max’s Deli menu boasts fresh, healthy options Megan Bernard, Editor OVER 93% SUCCESS RATE Get connected to the most innovative pain treatment. Give your knees the cushioning and relief they need. FDA Approved treatment. Covered by Medicare and most insurances. Glenview, Highland Park, Vernon Hills, Bloomingdale & Hinsdale APPROVED 847.243.6744 Max’s Deli has been a long-standing establishment in the North Shore for more than 25 years. To be successful for more years to come, its owner is revamping the menu with more health-conscious and fresh dishes for the future. Joey Morelli, a trained chef, and his brother opened up Joey’s Brickhouse in Chicago in 2004. After a seven-year run, they were ready to take over their grandfather Bernie Katz’s business, Max’s Deli, at 191 Skokie Valley Road in Highland Park. At first, like the saying goes, if it wasn’t broke, they didn’t fix it — so nothing changed menuwise at the restaurant. They did, however, eventually add a full-service bakery, so Max’s produces cupcakes, cookies, pies, bagels, bailies, among other baked goods, just behind the counter made fresh for customers. When 22nd Century Media visited last in 2015, the deli owners said they were open to new ideas and responsive to community preferences. For example, we reported that Max’s rolled out a blueberry cream cheese that they said was perfectly delicious, but the community didn’t take to it. Later, the cooks concocted a jalapeno cream cheese and it was then one of the top sellers. Now, Morelli is ready to make some more changes to better the restaurant and keep up with the times. Morelli inspires to turn his “old-school Jewish deli” into a “fun and The egg-in-the-hole bagel at Max’s Deli in Highland Park features a sunny-side up egg surrounded by a fresh bagel in a flavor of your choosing. Jacqueline Glosniak/22nd Century Media hip” eatery to welcome a younger crowd and more families, slightly changing the dynamic from the older clientele. “It’s been a process. There is nothing fun and hip about Max’s Deli because it’s been here for more than 25 years, but to evolve to the next level, we are going to have to reinvent ourselves or we’ll die,” Morelli said. The reinvention began about eight months ago, Morelli said, when he switched over the restaurant’s chicken fingers on its children’s menu by trading the “mystery meat” with tenders from Harrison’s Chicken, coating them in extra fine flour and frying them in clean canola oil. “But the kids wanted the same chicken because they were so used to it so I had some backlash,” he said. “I hesitated and got scared. A couple months later, I talked to enough customers and just said ‘Screw it. If someone wants to get mad at me for this then they will have to just be mad.’” The revamping spread to other parts of the deli’s menu, including the mac ’n’ cheese, which previously was shipped to the store with a pre-made cheese pouch. Now, Morelli makes the dish homemade with his own cheese sauce (quality American cheese, milk and butter) and boiled noodles. Other new items include: chicken and waffles, an egg-in-the-hole bagel, a turkey burger made from the scraps of turkey they roast in-house and a veggie burger made with 12 different vegetables. There are now also a couple gluten-free menu options and a new crowdpleaser: make-your-own omelets. Looking forward, along with the reinvention, Morelli plans to host a milkshake bar in the summer for families and children. Read the full story at GlencoeAnchor.com.
glencoeanchor.com Real Estate the glencoe anchor | March 22, 2018 | 31 The Glencoe Anchor’s SPONSORED CONTENT of the WEEK What: Four bedrooms, four baths Where: 1015 Eastwood, Glencoe Amenities: Classic Hemphill home on almost a half acre. Rehab or build new — great potential in desirable location. Gracious rooms just waiting for today’s updates. Price: $879,000 Agent: Gloria Matlin, Coldwell Banker, (847) 951-4040, gloria. matlin@cbexchange.com To see your home featured as Home of the Week, email John Zeddies at j.zeddies@22ndcenturymedia.com or call (847) 272-4565. FOR ALL YOUR MORT<strong>GA</strong>GE NEEDS 664 N. Western Ave., Lake Forest, IL 60045 Phone: (847) 234-8484 thefederalsavingsbank.com
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