Viral TikTok Provides a Boon For Iowa’s Only Kosher Deli

By Sruly Meyer – COLlive

On the 28th of Tammuz, Rabbi Yossi Jacobson sat down and wrote a letter to the Rebbe with deep concentration and contemplation. The occasion was his birthday, and he asked for a blessing for his work as the Chabad Shliach and Director of Lubavitch of Iowa for the last 31 years.

“I wrote a letter to the Rebbe, asking the Aibishter to grant myself, and all the Shluchim in Iowa, continued strength to elevate their outreach efforts, kashrut education, and community involvement,” he told COLlive.com. “Especially during this Shnas Hakehl, that every Shliach in Iowa should have their break and go higher!”

Rabbi Jacobson and his wife Chani Jacobson have been on Shlichus in Des Moines for 31 years. They have raised 7 children and direct activities and programs, among them Maccabee’s Kosher Deli, the only kosher eatery in the state.

Just two days after his birthday, an employee reached out to Sarah Booz, a TikTok creator who had recently moved from New York to Iowa. Booz has been visiting and reporting about local venues. She agreed to visit the deli.

The result was a 1-minute video in which she states, “I found a New Yorker-owned Jewish deli in Des Moines, and I am so happy.” Booz humorously spoke about her interaction in the deli, with Rabbi Jacobson knowing what she wanted before even saying it.

Her video speaking about discovering “a taste of home” garnered over 275,000 views. Her enthusiastic endorsement of the kosher deli’s delicious food and welcoming atmosphere quickly caught the attention of fellow Jews and food enthusiasts alike.

Booz told COLlive: “I did a TikTok about why I moved, and a culture writer from a Des Moines local newspaper reached out to me, and said, ‘We’d love to hear some of the places where you have visited since you moved here’. Since I was writing about interesting spots in Iowa, I guess the Deli read it and reached out.”

VIDEO: The TikTok of Sarah Booz that went viral

The deli has been catering to the Jewish community for over 22 years, providing not just food but also Judaic needs, kosher groceries, wine, and as the Rabbi puts it, “a one-stop shop for mitzvahs, spirituality and a good kosher sandwich.”

With their commitment to using only the highest quality kosher ingredients and sourced locally from Postville, home to Agri Star Meat & Poultry, the deli ensures that each dish is a reflection of Jewish culinary heritage. The mouthwatering menu includes classic favorites like a hot pastrami on rye, corned beef sandwiches, and comforting matzo ball soup.

But the deli is more than just a place to enjoy delectable kosher cuisine. Rabbi Jacobson has fostered a sense of community and warmth within the deli, making it a place where people can come together, share their experiences, and feel a sense of Jewish pride.

The success of the viral TikTok about the deli and the subsequent influx of customers illustrate how social media can become powerful tools in sparking renewed interest in Jewish culture. This unforeseen exposure has brought joy to many, as evident in heartwarming stories of individuals reconnecting with their Jewish roots.

“I recently met a man who hadn’t put on Tefillin since 1980,” Rabbi Jacobson shares. “We helped him put on Tefillin in the shop and recite the blessing. It was quite an emotional experience for him.”

“The deli’s name itself, Maccabee’s, evokes the spirit of resilience and dedication to Jewish values, reminding us of our sacred mission to go forth and bring light to the world, one sandwich at a time,” Rabbi Jacobson says.

He continued, “We learn Hashem told Avraham ‘Lech Lecha,’ this is a message to us, if we go out, Lecha, if we walk the path of their forefathers, spreading this light, we will embrace our Shlichus (mission) with open arms, open hearts, and offering a stack of delicious deli sandwiches to the locals!”

That good taste is leading to new connections and repeat business. Sarah Booz, who is currently traveling, adds, “I’m looking forward to going back, meeting with the rabbi, and having another sandwich! I can’t wait to visit again!”

VIDEO: WOI-TV reports about the deli’s popularity