Recently, fans of the Bronx bomber have been raving about Lobel’s renowned steak sandwiches, which were exclusively available at Yankee Stadium.
Now, even Mets fans and others in New York can get a taste of these sandwiches, as Lobel, a historic butcher from the Upper East Side, is opening a new sit-down restaurant called Smack in Midtown.
The bright new location on Madison Avenue, which has been around for 160 years, sits underneath Rockefeller Center, attracting a bustling crowd of corporate types and regular visitors.
“Every day since we opened, someone says, ‘I couldn’t wait for you to open.’ They’ve been waiting a long time,” co-owner Mark Lobel shared.
Visitors to their Upper East Side store often ask, “Where can I get that sandwich?”
Previously, those craving a sliced steak sandwich with an au jus side had to wait for game days to indulge.
This family-owned business, one of the oldest of its kind, started in 1954 shortly after the Metropolitan Museum of Art opened its doors at Madison and East 82nd Street.
Mark Lobel has been a part of the business since he was a child, working alongside family members.
They opened at Yankee Stadium in 2009, and their sandwiches quickly became a game day favorite. There was a long line, which prompted the stadium to invite them to expand.
Adam Billig, a loyal fan of Lobel, refers to their offerings as a “unique treat at Yankee Stadium.” He frequently visits when he attends games.
“I really enjoy Lobel,” he expressed. “It’s definitely one of the best options at Yankee Stadium.”
Now, he doesn’t have to make that trek to the Bronx anymore. “I’m pretty excited,” he added.
The Lobel family has ambitions to open more sandwich spots across the city. They felt the space under 30 Rockefeller Center was the perfect fit.
“This area has a great mix of people, which we found appealing,” Mark explained, noting the mix of tourists and locals is similar to the atmosphere at Yankee Stadium.
However, Yankees fans should note that the menu at Rockefeller Center differs slightly from what they find at the stadium.
No 99 burgers, which honor the judge’s jersey number, or filet mignon dishes, at least for now. The Midtown menu focuses on the essentials—steak ($24), roasted pork ($18), turkey ($18), and broccoli rabe ($15) sandwiches served with homemade au jus, and those “extras” if requested.
Interestingly, Mark mentioned he was surprised at how many people went for a turkey-chopped vegetable salad when he expected a focus on meat.
Breakfast sandwiches like bacon, egg, and cheese are also on the menu for $12.
Kim Low, 28, a fan of both the Yankees and steak sandwiches, expressed her excitement about the new eatery. “I can’t get it often, so I always look forward to it during games!”
The cozy 50-seat restaurant features bright decor and comfortable seating, resembling a classic American delicatessen. Breakfast service starts at 7 a.m., closing at 7 p.m. for the after-work crowd.
There’s also a quick-service section that allows diners to grab meals easily, with tech to streamline the ordering process.
In terms of meat quality, they emphasize excellence. The founder, Stanley Lobel, who worked there until his passing last year, developed several recipes and patents over his career.
They source only USDA Prime beef, which makes up just 2% of beef sold in the U.S., ensuring high-quality cuts for all their offerings.
With a shipping business that has drawn in customers from around the globe, Mark recounted how a family from San Francisco was thrilled to discover the new spot while visiting.
Just weeks after opening, it seems Lobel’s is already making a strong impression.
“Everything is top-notch, but you really need to try it for yourself,” Mark emphasized. “I believe in tasting.”
