After years of serving plant-based comfort food at pop-ups and brewery events across Long Island, chef Tiffany Gordon has opened the first brick-and-mortar location of Secret Vegan Kitchen, in Oceanside, bringing vegan deli staples and meat-free comfort food to a community she once called home.
The new deli, at 3116 Lawson Blvd., officially opened March 7 following a series of soft openings that drew larger crowds than Gordon expected. The 48-year-old chef said the response from the community has been overwhelmingly positive, even among customers who aren’t vegan.
“People have been really supportive, really nice, really interested in what we’re doing,” Gordon said. “Even if they’re not vegan, they’re really into trying the food.”
Gordon, who grew up in Island Park and now lives in Fresh Meadows with her husband, Dominick, said the deli represents the culmination of a business initiative that began during the pandemic.
A professional chef with a culinary degree from the Natural Gourmet Institute for Food and Health and a bachelor’s degree in clinical nutrition from CUNY Lehman College, which she earned in 2007, Gordon spent years working in restaurants and private homes across Long Island and New York City.
When the pandemic shut down restaurants and limited dining options, she began recreating vegan versions of comfort foods at home.
“My husband and I had both gone vegan, and everything was closed,” Gordon recounted. “I started making the food we used to go out to eat at home.”
At first she shared her creations with friends and family and posted them in local online food groups. Interest quickly grew, and in 2021 she launched Secret Vegan Kitchen as a pop-up business serving plant-based dishes at events and breweries.
The business developed a loyal following through regular appearances at locations including Barrier Brewing Co. and Cove Pizza in Oceanside. Those events, Gordon said, helped her test recipes, connect with customers and prepare for the fast pace of operating a permanent location.
“The pop-ups were good for getting to know our customers and seeing what people really wanted,” she said.
The feedback helped shape Secret Vegan Kitchen’s menu, which features vegan versions of deli classics and comfort foods including Reubens, cheesesteaks, fried chicken sandwiches, corn dogs and Italian heroes.
The deli also offers house-made vegan cold cuts such as turkey, roast beef and prosciutto, along with dishes like chickpea tuna salad, carrot lox and macaroni salad.
Many of the recipes, Gordon said, were inspired by requests from customers — and by her husband’s experience transitioning to a vegan diet as an adult.
“I haven’t eaten meat since I was a little kid, so I wasn’t looking for replacements,” Tiffany said. “But when my husband went vegan, I realized people missed foods like chicken cutlets and salami and pepperoni. That opened my eyes to what customers wanted.”
Developing realistic vegan deli meats proved challenging, she said, especially because she had little firsthand experience with many of the foods she was recreating.
“I did a lot of research on flavor profiles, and just tried everything,” Gordon said. “We use only natural ingredients, and no artificial flavors or food coloring.”
While the sandwiches are designed to replicate the taste and texture of traditional deli fare, the food also offers health benefits. “There’s no cholesterol, no nitrates and no saturated fat,” she said. “You don’t have to be vegan to enjoy plant-based food.”
The Oceanside location fills a niche in an area with relatively few fully vegan dining options. Opening the deli close to where she grew up, Gordon said, made the experience especially meaningful.
“Growing up, it was hard to find vegan food nearby,” she said. “Being able to bring this back to the community feels like a homecoming.”
Opening day was emotional, she said, particularly after years of building the business through pop-ups and temporary kitchens. “It was really exciting and really scary,” she said. “This is something I wanted for a long time.”
Despite economic uncertainty and challenges facing many small businesses, Gordon said she hopes Secret Vegan Kitchen can continue growing while introducing more people to plant-based eating.
“At a time when so many vegan businesses are struggling, success for us means staying open and continuing to grow our customer base,” she said.
Looking ahead, Gordon plans to expand the menu and turn the deli into more than just a restaurant. She hopes to host community events such as trivia nights and open mic performances while continuing to partner with local animal rescue and environmental organizations for fundraising events.
“Our goal was always to give back,” Gordon said. “We want this to become a community space.”
