smith and deli

The owners of popular vegan restaurant Smith & Daughters in Fitzroy have now branched out to a delightful Jewish-inspired deli just around the corner on Moor Street. Dubbed Smith & Deli, the new-age convenience store will be a haven for vegans, vegetarians and curious omnivores.

smith and deli

Smith & Deli is housed in an old brick factory and I love the retro feel to the place, from the mint-green furnishings thanks to Callum Preston (who also designed Smith & Daughters) to the 50s rock tunes.

smith and deli

Smith and deli

The store’s focus is on take away food, provisions, fresh produce and take-home meals and the shelves and cabinets simply groan with neat rows of tempting food.

smith and deli

smith and deli

I was invited to visit Smith & Deli ahead of their official opening this Tuesday 16 June and had a lot of fun sampling their goods. I should preface my comments with the fact that I’m not vegan – so I’m comparing vegan dishes with their non-vegan originals. If you are limited to vegan choices then I think Smith & Deli will be a gastronomical broadening of horizons. If you’re not vegan, it’ll be eye-opening though in some cases I admit I’d prefer to eat the non-vegan versions.

smith and deli

I was offered a pre-made lunch box to try ($15) consisting of a half a Reuben sandwich, a noodle salad and a slice of apple crumble slice. I also gave way to temptation to buy up their baked goods – a croissant, doughnut, dill pretzel, passionfruit tart, honey cake and challah.

The highlights were the spongy glazed doughnut with ‘custard’, the surprisingly flaky croissant and the bready but not too chewy dill pretzel. Let’s just say they got the tick of approval from a 4 year old omnivore!

smith and deli

I didn’t love the dry pastry of the passionfruit tart though the filling was creamy and sweet or I’d much prefer the chunky meatiness of a proper Reuben sandwich.

smith and deli

Intrigued by the possibility of a vegan take home meal I bought a ready made pastrami pizza and margherita pizza ($16 each). The pizza base was light and fluffy and the flavours were true – it was just the curious un-melted texture of the ‘cheese’ which signalled its vegan origins. My kids loved it…but give me mozzarella instead.

smith and deli

There’s no seating on site so it’s strictly take-away service. Whitlam Square and Condell Reserve all offer nice places to sit and eat and if you’re studying in Fitzroy Library it’s just a handy diagonal stride across Moor Street.

Smith & Deli is a unique concept – a friendly grocery store where dishes have been converted to plant-based fare without sacrificing flavour. I did think in some cases the texture of meat and dairy simply couldn’t be replicated, but I’m curious enough to return, especially for the house-made vegan pastrami and salami (their slicer wasn’t working yet).

Smith & Deli, 111 Moor St, Fitzroy

Tue-Sun 8am-7pm

Opening Tuesday 16 June 2015

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