Katz's Deli is Now Shilling for Google With a Neon Sign on East Houston

Katz's Deli is the kind of New York institution expected to never ever change. But that doesn't seem to be the thinking these days of young gun owner Jake Dell. He recently sold the air rights over Katz's (though no one is sure how exactly they will be used) and now he's allowing Google to advertise in the deli's window, reports Bowery Boogie. A new neon sign in the already crowded glass that looks onto East Houston reads: "Ok Google, what is Katz's Deli Slogan? Ask the Google App." For the record, the answer is: "Send a salami to your boy in the army."

The sign is part of a new hyperlocal Google ad campaign, which is also covering the black and white mural outside of the late, beloved Yaffa Cafe, which sadly announced its closure yesterday.