Despite being the capital of Jewish life in the UK, London has been pretty poor when it comes to kosher deli-style restaurants.
For years, Londoners have come back from New York and said they wished they could have a New York-style deli in London and why doesn't London have anywhere good to go for salt beef or pastrami?
Well now, there's no need to moan and complain about getting hold of good deli food - Zvika is now here.
Located in London's West End, just off Oxford Street and near to trendy Soho, Zvika offers a full range of deli delights at very appetising prices.
Set on three levels, it is not the biggest of restaurants to eat at. Upstairs holds around 25 diners while downstairs manages about a dozen and the ground floor has bar stool seating that holds five.
Portions are generous.
Chicken soup which costs £4 comes in a huge bowl filled almost to the top and they even give you three medium sized matzo balls, that in itself with some bread could be a meal.
Other starters include boiled Gefilte Fish (£5.95) and Latkes with apple sauce (£5.95).
When it comes to mains, there is no shortage of choice, from deli sandwiches including Salt Beef (£7.95) to Stuffed Cabbage (£9.95). Many of the main courses can also be shared.
They've even given celebrity names to a range of sandwiches. Pop queen Madonna is honoured with a combo of turkey and pastrami while footballer David Beckham's namesake consists of salami and pastrami.
Food is home-style and fresh. When you model yourself on being a New York deli, you set a high standard for yourself and Zvika has risen to challenge.
By marketing itself as a New York-style deli which happens to be kosher rather than kosher first and deli second, Zvika will attract a diverse audience. It has realised that kosher is not always associated with the best and by raising the standards in the UK, Zvika has truly given Jewish London somewhere good to go.
Its location is outside of the main Jewish areas which means you make an effort to get there. During the week, it will certainly appeal to passing trade and its location will make it ideal for workers in the area. This is a place where Jews can take non-Jews and not feel embarrassed, it's standards are very high but its prices are reasonable given the quality of the food, size of portions and location of the restaurant.
The only let down is lack of accessibility for those who are disabled or have limited walking mobility as there is a need to go upstairs or downstairs to eat in.
Also at the moment, the restaurant does not offer any beer or wine but they plan to do so in the near future.
If you are in the West End and hanker for something kosher, Zvika is the place to go for eat in or takeaway which is around 15-20% cheaper.
For more information, www.znydeli.co.uk