Tagliaferri's Deli to Take Over Peet's Coffee Spot

After Peet's moves into a new building on Redwood Boulevard in downtown Novato, 'Tags' will move from the Square shopping center to the location at Grant & Seventh.

After a few years of scoping out possible new digs, one of Novato's best-loved delicatessens has found the perfect location.

Western Novato's loss will be downtown's gain when leaves the Square shopping center and takes over the spot currently occupied by at the Downtown Novato shopping center at Seventh Street and Grant Avenue.

Peet's is moving about a mile to the east to a new spot on Redwood Boulevard as soon as (at the site of the former Mills Restaurant), and Tagliaferri's will be moving about a mile to the east as well.

Brian Tagliaferri, a Novato resident who founded the deli with his father, Al, in 1997, said their lease was up at the Square in October and the time was right to cut ties with the shopping center, which lost its main tenant three years ago and is more than half vacant.

"We had a lot of offers around town ... people contacting us about whether we'd like to move here or there ... but we wanted to stay as close to our existing location as possible," said Brian Tagliaferri, 43. "We want to be able to serve the customers who have supported us forever."

Good visibility and plenty of parking were other attractive traits of the Peet's location, he said. The father-son team looked at several other spots but decided against them mostly because of parking issues.

"We're primarily a lunch spot, so people have got to be able to get in and out," he said.

Al Tagliaferri, 64, grew up in upstate New York and spent 22 years in the mortgage business. The family moved to Novato in 1985 and the deli was opened 12 years later after Brian finished with studies at Long Beach State and worked in the hotel industry for several years. Most of the deli's Italian recipes are straight from Al's grandparents, Brian said.

Greg McCollum of Hoytt Enterprises, the property manager for the Downtown Novato shopping center, said he believes Tagliaferri's will be well-received in the 1,600-square-foot spot adjacent to .

"They're going to fill a need and benefit from the visibility, so we feel pretty good about it," McCollum said. "They have an established track record, and the relocation here is going to create some new possibilities for them that they don't have now."

The Peet's building was constructed specifically for Noah's and Peet's in 2000, McCollum said. Although the space is smaller than the 2,400 square feet Tagliaferri's has at the Square, the kitchen and cafe areas will be about the same size. The new spot won't have a huge walk-in refrigerator or a big office. "We don't really need this much space," Al Tagliaferri said Tuesday while working behind the counter at the deli.

Brian Tagliaferri said the Peet's location would just need a coat of paint and some redecorating to make Tags customers feel at home. The cooler cases and shelving will be hauled to the new location.

It will not be an emotional departure from the Square, Brian Tagliaferri said. The property manager and owner have not made much progress in finding a new anchor tenant over the past three years since , and more businesses at the center have .

"We never thought we'd be moving, but sometimes you've got to make a change," he said. "We'd like to say thank you to all the neighbors in that area for their support through the years, and hopefully they'll follow us to our new spot. It's only about a mile away."

The new lease starts Nov. 1 and the target move-in date is the middle of November, Brian said.

Bobbie Henry August 29, 2012 at 04:29 PM
I'm so happy to hear the news that Tag's is moving to the Peet's location! Just a mile down the road is nothing for us to continue to do business with the best deli around. We have been in the "neighborhood" for 34 years & have been concerned with the downturn of The Square shopping center, a derelict shopping center in our opinion, and the owner's lack of concern of the businesses located there. We've seen so many close over the past few years and had hoped that Brian & Al would be able to hang on until the owner did something to rebuild the center or until they found a new location. Congrats Tag's on a new chapter!
Brent Ainsworth (Editor) August 29, 2012 at 04:39 PM
Bigger question about the Square is whether Novato needs another grocery store at this point. Whole Foods, Trader Joe's, Grocery Outlet and Paradise have all opened in the span (or close to it) since DeLano's closed at the Square.
sheri August 29, 2012 at 05:17 PM
I think we need a Big Lot's back in Novato instead of another grocery store. DK whether that location is so great though. There last one was fantastic yet they chose to close.
sheri August 29, 2012 at 05:18 PM
The Square shopping center is really creepy. I've wanted to try Tags but just found the area unwelcoming. I'm glad their moving and look forward to trying them.
mike jones August 29, 2012 at 05:22 PM
Hey I have a deli question for anyone who knows the answer. Why is a whole sandwitch $7.99 and a half sandwitch $5.99? you would think a half sandwitch would be half the price right? I never was able to get the gig.
dave August 29, 2012 at 06:09 PM
Maybe Roger Wilco, Happy Steak and TG&Y will come back...
Ventress Dugan August 29, 2012 at 06:20 PM
I am very happy fo Tag's move, they are very fine people. I wish there was a way to hold the owner of the shopping center responsible for maintaining the property. I do business with the rest of the businesses in the Square and they deserve better. The owner charges high rent and gives nothing in return. They should be ashamed of themselves.
Carole Bennett August 29, 2012 at 06:27 PM
Perfect move! I am all for it! Hopefully another vacancy in the center will send a message to the landlord. I look forward to visiting Tag's in the new site!
michele west August 29, 2012 at 07:29 PM
I <3 Tags, great News
Novatan August 29, 2012 at 07:32 PM
Maybe the Fratelli brothers will come back to that location.
Brent Ainsworth (Editor) August 29, 2012 at 07:35 PM
My guess: Very few businesses are OK with being located that far off the beaten track. The Square is a long way from the highway and the main area of traffic, so only folks in the neighborhood go there. So it has to be a business that can survive on super local patronage.
Brent Ainsworth (Editor) August 29, 2012 at 07:36 PM
Tell me about that business, Novatan ... never heard of it.
Mark Burnham August 29, 2012 at 08:12 PM
two or three other delis resided in the spot at the novato square previous to the tagliaferri incarnation. i think one might have been fratelli and another, i believe, was benjamino's.
mike jones August 29, 2012 at 08:22 PM
Does anyone remember pumpernickels??
mike jones August 29, 2012 at 08:25 PM
I heard the guy that owns the square shopping center is trying to drive everyone out because he wants to sell the lot a an low income housing company who will build low income housing.
Ventress Dugan August 29, 2012 at 08:39 PM
That way the owners will get a BIG tax break......and we home owners in the area are affected by lowering our home prices!! So it is my business. If I do not take care of my property, allow teens to hang out in my drive-way, allow them to drink alcohol, stay late into the night, doing whatever.....I am sure that I will be held responsible lawfully and financially...so why not the Square Shopping Center?
Christina Scherer August 29, 2012 at 09:18 PM
ME August 29, 2012 at 09:20 PM
NO BIG LOTS!!!!!!! Lots of cheap junk and low lifes.
ME August 29, 2012 at 09:22 PM
We can only hope.
ME August 29, 2012 at 09:22 PM
I think a bowling alley or indoor kart racing would be nice there.
mike jones August 29, 2012 at 09:39 PM
Bowling ally or indoor kart track? Me. put the crackpipe down.
Pal August 29, 2012 at 09:46 PM
Too bad they couldn't bring the Farmers market over there one day of the week. They call it the square, why not turn it into a family oriented area like an old fashioned town square? There's plenty of parking and maybe some cute shops..places for friends to come and meet socially. Put in a coffee/ wine bar with a few restaurants with outdoor seeting? I am sure that Sloats gerden center could help spruce the place up into an inviting space. We used to live out on Sutro and I remember what a pain it was to go all across town just to go grab a bite or get out for a few hours.
ME August 29, 2012 at 10:33 PM
sorry I wouldn't know what a crackpipe is but apparently Mike Jones does. Just looking for a family entertainment area. Who pissed in your Cheerios today?
Karen August 29, 2012 at 11:06 PM
Or very specialized shops that people from other towns would seek out.
anonymous August 29, 2012 at 11:51 PM
I had heard rumors that the new owners of the shopping center was raising rents, so that the tenants would move out, so they could sell the lot as a whole to the city for the affordable housing project. Henry's closed as a result of the raised rent and change in lease terms...at least that is what I heard. I'm bummed Tags is moving, but also glad they found a spot better suited for them.
sheri August 30, 2012 at 01:40 AM
Big Lot's was WAY better than all the garbage Dollar stores popping up all over Novato. At least they had more decent close out items. Stuff you buy in regular stores but much lower price.
Pal August 30, 2012 at 02:53 AM
Anyone know who those owners are?
mike jones August 30, 2012 at 05:14 AM
ME im just playing around with you chill girlfriend.
Will Lamers September 12, 2012 at 06:33 PM
Probably because it takes the same amount of labor to make a half sandwich. So the difference in price is the materials...
Todd Lemmon February 07, 2014 at 03:22 PM
Does anyone remember Pumperdink's address?


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