Charley’s Deli in Petaluma becoming neighborhood hangout

Petaluma was a different town back in 1975 when Charley Terzian opened his deli and liquor store. The population was less than half of what it is today, and lunch options were hard to come by, especially for those looking for a hearty deli sandwich.

Upon opening, word spread quickly that Charley’s was a great place for good deli sandwiches, in addition to affordable beer, wine and liquor, as well as one of the better places to watch a televised sporting event.

After 2001, Charley’s had become more of a convenience store and less of a deli and neighborhood hangout. With mediocre quality counter food and nothing out of the ordinary in the beer cooler or wine aisle, Charley’s faded into obscurity throughout the 2000s and into the mid 2010s.

However, this all changed when Charley’s daughter and son-in-law purchased the business in 2015. Stacey and Ron Badaglia jumped at the opportunity to revive, renew and revitalize Charley’s to its former glory. But with so many great food options in current day Petaluma, and twice the population as when Stacey used to the work the deli counter as a kid, the Badaglias faced a stiff challenge.

They knew that in order to succeed, they were going to have to set themselves apart, and since day one, they have been doing just that.

The first thing they did was get rid of all the items reminiscent of a convenience store, like the cigarettes, lottery tickets and low quality liquor. They cleaned up the interior, uncluttered the aisles and added an outdoor picnic area. They also rebranded it “Charley’s Deli, Wine, and Spirits.”

Next, they filled their shelves with food and drink items one likely would not see elsewhere. Because Stacy’s family has deep roots in the community, she was in the perfect position to utilize all her local connections. And as the owner of Stink clothing on Kentucky Street, along with Ron’s background and connections through years of selling real estate with Century 21 Bundesen, both had the requisite business knowledge and customer service experience to take on the challenge of bringing luster back to the Charley’s brand.

“I like wine, Ron likes beer, and we both like food,” said Stacey. “But we know that doesn’t make us experts.”

However, it does give them the passion to know their end goal, and to commit the energy required to make sure their customers have the best possible choices available to them.

During a recent lunch visit, we sampled all we could, including the bacon-topped meatloaf, sausages and an incredible meatball sandwich. The meatball recipe comes straight from Ron’s Italian family back in Bensonhurst, Brooklyn, and all these dishes capitalize on Fallon Hills Ranch’s meats.

We also tried Charley’s signature turkey and tri-tip sandwiches. Because they take the time to brine their turkey before roasting, it is as moist as can be. They then top it with cheddar cheese and a healthy coating of Fallon Hills Ranch’s Bourbon Bacon Jam. I normally steer clear of turkey sandwiches because I find them either bland or dry, but I would order this sandwich again in a heartbeat.

The tri-tip is prepared to perfection, applying Charley’s custom rub before grilling it on low heat, then letting it rest for long enough to bring out all its flavors and finally cutting it thin for a better mouth-feel. Combined with caramelized onions, horseradish sauce and a garlic toasted bun, this may be the best tri-tip sandwich in town.

Frequent customers can settle into regular specials such as Tuesday’s French dip, Thursday’s turkey, cran and gravy, and Friday’s barbecue grill specials, while wild cards come up on other days. These included turkey salad sandwiches made from the cut ends of their fancy brined and roasted turkeys and corned beef from Roberts Corned Meats, San Francisco’s oldest corned meats company.

Roberts has been supplying markets such as Andronico’s, Mollie Stone’s, Lunardi’s, Harvest and United, as well as legendary restaurants like Brennen’s, Tommy’s Joint and Mel’s Drive-in for more than 100 years.

Stacey and Ron plan to restart Charley’s Thursday night tastings once their kids are settled back into school. Coupled with their custom deli food, the $10 entrance fee is a bargain, especially considering guests can apply their $10 towards purchases of the wine or beer that are on tap that night.

Stacey and Ron have taken great care to create a space where guests are guaranteed to get the true local experience. They are on a first name basis with the majority of customers that stream in and out of the shop, and graciously welcome in new visitors.

With both owners on hand regularly, plus high quality deli items, rare and hard to find local food and drink products, and a great wine and beer tasting program, Charley’s is poised to be one of Petaluma’s great new neighborhood hang-outs, welcoming both locals and visitors.