For five generations, the Lobel family has been selling premium meats at its landmark butcher shop on Madison Avenue in Manhattan. On Sunday, they’ll be selling USDA prime dry-aged steaks on sandwich rolls at the Super Bowl.
Though the Lobels have had concessions at MetLife Stadium for the past four years (and at Yankee Stadium for five), the Super Bowl brings in a whole new crowd of people. There will be two stations at the stadium selling Lobel’s signature steak sandwiches and tangy barbecue chicken kebab sandwiches, both for $17.50 apiece.
But amid game-day preparations, they’ve still got a butcher shop to run — and customers who have preparations of their own to worry about. Mark Lobel, who lives in Purchase and is one of the co-owners, says customers have been coming in for weeks asking what to serve for their Super Bowl party.
“People don’t just go over for one meal on the Super Bowl, they want to eat all day long!” he says. “I tell them to buy a whole ham because you can leave it out all day with some spicy mustard and rye bread, or do a little burger bar with sliders.”
We chatted with Lobel about what it’s like behind the scenes of the shop and the stadium as New York prepares to host the big game.