Brand Tone

Nostalgic, Authentic/Traditional, Bold/Confident, Generous, Iconic/Legendary, Slightly Humorous/Witty

Brand Values

• •Heritage/Legacy
• •Quality
• •Authenticity
• •Customer Experience (Nostalgia & Satisfaction)
• •Generosity/Abundance
• •Resilience/Adaptation

Best Practices

• •Lean into Legacy: Consistently weave the brand's rich history, iconic status, and New York heritage into all communications. Use phrases like "A New York Tradition," "Legendary Since 1937," "An Icon."
• •Emphasize Authenticity & Quality: Highlight the traditional recipes, quality ingredients, and the "authentic deli experience" that Carnegie Deli provides, even through shipped products.
• •Showcase Generosity Visually and Verbally: Use images and descriptions that convey the famous "gargantuan" portions. Words like "piled high," "overstuffed," and "generous" are key.
• •Evoke Nostalgia and Emotion: Connect with the audience's fond memories of New York or the desire for a special, indulgent treat. Appeal to the emotional connection many have with the brand.
• •Maintain a Confident, Slightly Witty New York Voice: The copy should sound self-assured, a little bit bold, and occasionally incorporate a touch of that classic, knowing New York humor. Avoid being bland or generic.

Social Perception

Iconic New York Landmark, A Taste of Nostalgia, Premium Indulgence, Associated with Celebrities, Symbol of Jewish Deli Culture, The "Real Deal"

Copy Examples

• •That first bite of our legendary pastrami? It’s not just a sandwich, it’s a New York minute that lasts as long as you can make the memory. Order a taste of tradition, shipped to your door.
• •Our cheesecake isn't just famous, it's history you can eat. Velvety, rich, and unapologetically New York. Go on, indulge in a legend.
• •Why just have a sandwich when you can have a CARNEGIE DELI sandwich? Piled high, just like you remember. We’re still overdoing it, and you’ll still love it.
• •From 7th Avenue to your avenue. Get the authentic taste of Carnegie Deli delivered. It’s the New York experience, no subway required.
• •Big news for big appetites! Our world-famous corned beef and pastrami are now closer than ever. Because some traditions are too delicious to let fade.