BY JANE BLOODWORTH ROWE
BACK BAY — Back Bay Market and Deli is a go-to spot for all things local – from homegrown collards to salads based upon recipes from church cookbooks.
Owners Steve and Jennifer Keough opened the market this month at the site of the former Brinkleys Market at the intersection of Gum Bridge and Charity Neck roads. The business offers a variety of sandwiches, salads and side dishes, including the traditional ham sandwich inspired by the former owner of the original Brinkleys, Elizabeth Brinkley.
For the new Back Bay Market and Deli owners, opening the shop is the culmination of a dream. Jennifer Keough fell in love with the quaint building, which was vacant when she moved to the community a few years ago.
“I thought, ‘Why is that vacant?’” she said. “It’s so cute. We dreamed of opening this.”
Steve Keough grew up in southern Virginia Beach and worked in restaurants locally and in Palm Beach, Florida. He said he had been interested in owning his own business since he was a very young adult. Then, last summer, the couple saw their opportunity and seized it.
“We dreamed of opening this, but then we put it out of our heads,” Jennifer Keough said. “When we saw that it had opened and closed, that dream came back into our heads.”
Brinkleys Market, which had been vacant for several years, re-opened briefly in June under that name, but owners Jerry Moulton and Sulli Monterroza closed it soon after the opening.
Steve and Jennifer Keough decided that the time was right for them, and they’ve devoted the last six months to getting the building ready to open.
The menu is inspired by traditional, local foods, including Elizabeth Brinkley’s signature country ham sandwich on white bread with lettuce, tomato and Duke’s Mayonnaise.
Steve Keough also serves Hatteras clam chowder made from
The menu features ice cream and homemade desserts, including cakes, pies and puddings.
“We developed some of our own recipes,” Steve Keough said, “but, to be honest, about 50 percent of the recipes that we use were taken from church cookbooks.”
The menu includes the chicken salad that’s traditionally served at Tabernacle United Methodist Church’s Lotus Luncheon as well as other salads and side dishes from local church cookbooks.
The deli offers collards that are grown locally and prepared according to a traditional recipe, and market items include locally raised eggs, Red Rooster Coffee and snacks such as Route 11 chips from Virginia businesses.
“We like to support small businesses,” said Steve Keough.
While the menu is inspired by traditional local foods, some of the items do have a different twist. In addition to traditional coleslaw, the deli offerings include wasabi coleslaw and some items feature sauces, including the French dip, a roast beef sandwich served with a house au jus. The chicken salad is offered on cranberry bread, and Jennifer Keough said that her favorite item is the smoked mahi salad, which she eats with crackers “and just a dollop of hot sauce.”
Chance George, kitchen manager and sous chef, said he enjoys preparing his own spreads and sauces for the shop.
“I have a lot of liberty to add my personal flair,” he said.
“It’s amazing. They have everything from sandwiches to homemade desserts,” said Andrea Lewis, a customer visiting the market recently. “We were so excited to have it open-it’s so local and convenient.”
“We’re really excited to be here for the community,” Jennifer Keough said.
Back Bay Market & Deli is located at 4100 Charity Neck Road. Hours are from 11 a.m. to 7 p.m., Tuesday through Saturday, and 11 a.m. to 5 p.m., Sunday. Call (757) 613-0221 to reach the market.
© 2023 Pungo Publishing Co., LLC
Hi John Henry, glad to see that Princess Ann Independent News (PAIN) is still in business. Your friend from SCORE Hampton Roads-Allen Goldstein
Sir, Thanks so much. I hope you are well. My wife is still letting me do this.
I wish the owners the best of luck.
As a regular customer, for over 15 years, of Back Bay Gourmet (right down the road), it is concerning that they didn’t come up with a unique business name. Adding the words “Market and Deli” doesn’t differentiate enough. What’s next? Blue Pete’s Market & Deli? Bee & the Biscuit Market & Deli? Taste Market & Deli? There is a lot of growth on the south side and room for everyone to succeed. There is no need for brand confusion.
Brenda- surely you jest… there are at least 20 businesses with the moniker ‘Back Bay’ in them. Back Bay Gourmet is more than 6 miles away from this business and in the middle of a large shopping center. This business is actually IN Back Bay. You should stop by sometime.
Good point! Besides the fact that there are a lot of companies with BACK BAY in their names…there are also many many market and deli places. There’s enough room for all of them. I send best wishes to all those brave enough to open their own business and am thankful to have such a good place so close to home, for all!
P.s. does it count that this place is really actually IN BACK BAY?
No one is going to assume that Back Bay Boxes, Back Bay Farms, or Back Bay Brewing decided to open a restaurant. It is quite likely that some may assume that Back Bay Gourmet, Market and Bistro opened up another location in the form of a deli. Using such a similar name for a similar business is the issue. Proximity, or any other weak justification will not ease the confusion.
Meanwhile, I am happy to see businesses opening up in that area & wish them success. I’ll def stop in next time I am out that way and check it out.