The Team

Evan Bloom, Co-Founder

Evan founded Wise Sons with Leo Beckerman and his brother Ari in 2010. Today Evan serves as the company President and oversees the company’s day-to-day operations with a specific focus on culinary and brand direction. An architect by training, he spent the first years of Wise Sons leading the kitchen team at our original Deli location on 24th St. An accomplished chef and entrepreneur, Evan is widely regarded as one of the leaders in the modern Jewish Food movement. 

Ari Bloom, Co-Founder

A veteran of the food and retail industries, Ari brings his deep operational experience to the family business and, as company Chairman, focuses on company strategy, finance, and business development. Since founding Wise Sons with Evan and Leo, he has quietly worked behind the scenes to help launch and build what has quickly become one of the Bay Area’s most beloved food brands.   

Leo Beckerman, Co-Founder

While studying Public Health at UC Berkeley, Leo began to see the important role food plays in culture and social interaction. After being frustrated with office jobs, Leo decided to merge his passions for food and people. Since co-founding Wise Sons with Evan and Ari, he has been able to bring people together for Jewish cooking with quality ingredients and flavors, a hint of nostalgia, and a strong sense of comfort. Leo managed company operations for its first five years and currently sits on the Board of Directors.

Jeff Decker, Director of Operations

Jeff leads the growing restaurant and wholesale/retail business for Wise Sons as Director of Operations, joining the company in late 2015. He has 11 years of experience in the foodservice industry, having cooked in Michelin-starred kitchens and consulted with national chain restaurants. Jeff brings a wealth of culinary and operations knowledge to the team and he is excited to help grow the Wise Sons brand by bringing delicious and authentic deli fare to the masses.  

Chris Salcedo, Regional Manager

Chris has a passion for food that goes back to his childhood, working in the kitchen with his mother and father cooking family recipes on a nightly basis. After working as a journalist for a year abroad he came to San Francisco in search of something new and found himself falling into one of the busiest kitchens in the city, loving every crazy second of it.

Danny Gonzalez, Creative Director

Danny and Ari met in LA working on a retail launch while Wise Sons was still hosting pop ups and dreaming of the initial 24th Street Deli.  Ari invited Danny to check out his brother’s pop-up, and Danny quickly saw a kinship with the way that diners were reacting to the Wise Sons menu.  Now having designed three Wise Sons locations, with more to come, Danny aims for each restaurant to have a sense of place, while also honoring the nostalgic nature of the cuisine.  Each location is a marriage of inspiration, innovation and sense of place – making each eatery unified yet still independent.