The Enduring Charm of Jack's Wife Freda in New York City

Since opening its first location in Soho in 2011, Jack’s Wife Freda has captivated New York City residents. Owners Dean and Maya Jankelowitz have since expanded, adding another successful spot in Greenwich Village.

The couple aimed to create a specific kind of establishment. Dean Jankelowitz shared their initial vision: “We were hoping to find that true New York quintessential cafe, a place that thrives from breakfast to dinner, that’s accessible, open, giving, and reliable.”

A Menu Rooted in Memory and Culture

Jack’s Wife Freda’s menu offers diversity, spanning from breakfast service right through to dinner. The cuisine draws heavily from childhood memories and the broader culinary landscape of New York.

Maya Jankelowitz explained their approach to the food. “We took this combination of childhood favorites and city staples and revised it to reflect our culinary palate,” she stated. The focus remains on fresh ingredients and beautiful plating.

Honoring Grandma Freda’s Legacy

The restaurant’s name pays tribute to Dean Jankelowitz’s grandmother, Freda. The couple strives to embody her spirit of generosity and warmth in their daily operations.

Freda Jankelowitz was known for ensuring plentiful food, embodying the classic generous Jewish grandmother. Reflecting this, Dean noted, “Nothing gives us more pleasure than happy and well-fed guests.”

From Immigrant Dreamers to Downtown Community Builders

Dean and Maya arrived in New York as hopeful dreamers, ultimately finding love, community, and family in the downtown area. Before launching Jack’s Wife Freda, they gained experience working in various downtown establishments.

Their restaurant evokes the feeling of returning home to be welcomed by loved ones. The menu tells a story, blending dishes from their childhoods in South Africa and Israel with New York’s Jewish food traditions.

Spotlight on Signature Dishes and New Offerings

Dean Jankelowitz expressed surprise at the immediate popularity of one dish. “We were truly astounded by how people took to the Shakshuka. Seeing diners clean their plates for the green sauce has been such a meaningful experience,” he said.

The restaurant recently introduced a new dinner snacks menu for March 19th, featuring shareable items such as:

  • Fried zucchini chips with smoked paprika aioli
  • Mixed-grill skewer
  • Prego roll and chicken Prego
  • Durban mussels
  • Rigatoni bolognese, fish and chips, and steak au poivre

New signature cocktails accompany these snacks, including The Bianca (vodka, raspberry, lemon, mint) and The Green Dean (gin, cucumber, lemon, mint).

With the new additions, the owners hope guests will enjoy the mixed grill platter for two. The Durban mussels are versatile, offered as either an appetizer or an entrée, bringing vibrant coastal African flavors.

The Philosophy of Consistent Work

The growth of the brand is sustained by a core philosophy. Dean and Maya often reference the Zen proverb: “chop wood, carry water.”

Maya Jankelowitz elaborated on its meaning for their business. “It speaks to the discipline of showing up — doing the simple, necessary work every single day. Repetition becomes ritual. Ritual becomes practice. And this became ours.”

Growth Through Dedication and Warmth

What started over 15 years ago with a small team has expanded to five restaurants across the city. This growth stems from a deep commitment to hospitality, welcoming every guest individually.

Staff training emphasizes teamwork to ensure diners feel genuinely welcomed into a home environment. The hiring process focuses on how employees treat one another, which they believe generates the restaurant’s essential energy.

As the 15th anniversary of the 2011 opening approaches, the couple reflected on challenges. During their second anniversary, a crisis struck when the front security gate failed, trapping guests inside during plumbing work.

Instead of panicking, they channeled the moment into art, writing a poem on a napkin titled “Sunday Thoughts.” The poem concluded that accepting inevitable problems allows focus on making everything else right, listing issues like undercooked burgers, broken toilets, and unexpected guests.