Gilbert Frank and Salvatore Ercolano - the duo behind Iconic Eateries Group - has spent the last several years quietly assembling a portfolio of legacy restaurants across the county, focusing on long-running establishments whose original owners are ready to retire but want their businesses to survive beyond them. Their acquisitions include The Butcher Shop in Kearny Mesa, the decades-old Godfather Restaurant, and the famous Studio Diner built on the former Stu Segall Productions lot. Each purchase reflects a consistent business philosophy: preserve what locals love, modernize what needs updating, and steward these restaurants so they continue into their next generation.
Milton’s fits the model precisely. Opened in 1995 by Barry Robbins and David Levy, the deli grew into one of North County’s most recognizable restaurants - a landmark off the I-5, a post-Del Mar Fair ritual stop, and the birthplace of the well-known Milton’s brand of packaged breads and crackers. With Robbins now 70 and Levy already retired, the future of the deli was uncertain until Frank approached Robbins directly. The longtime owner decided the time was right to step back, staying on only as a minority silent partner.
For Frank, Milton’s isn’t merely another acquisition, it’s a personal one. He grew up eating at the Del Mar deli and sees the restaurant as a piece of San Diego culinary history, one that deserves protection rather than reinvention. He and Ercolano are expected to maintain the full core menu, from hot corned beef to fresh bagels and challah, while exploring improvements in execution and consistency. The goal is evolution without disruption, honoring the memory of a restaurant that has served generations while ensuring it can thrive under new leadership.
Frank and Ercolano’s pattern of acquiring legacy restaurants has made them increasingly influential figures in San Diego’s dining landscape. Their record shows a preference for nostalgia-driven establishments with devoted followings, allowing them to step in where succession plans don’t exist and keep these classics alive. At The Godfather Restaurant, they kept the famous Italian family recipes intact. At Studio Diner, they preserved the 1940s film-set aesthetic that made it a Food Network favorite. At The Butcher Shop, they revived a fading steakhouse without stripping away its old-school charm.
Frank and Ercolano’s pattern of acquiring legacy restaurants has made them increasingly influential figures in San Diego’s dining landscape. Their record shows a preference for nostalgia-driven establishments with devoted followings, allowing them to step in where succession plans don’t exist and keep these classics alive. At The Godfather Restaurant, they kept the famous Italian family recipes intact. At Studio Diner, they preserved the 1940s film-set aesthetic that made it a Food Network favorite. At The Butcher Shop, they revived a fading steakhouse without stripping away its old-school charm.
Milton’s is arguably their most high-profile addition yet - not because it is the flashiest, but because of its deep roots in Del Mar and its reputation as a multigenerational gathering place. As the deli prepares for its transition on January 2, 2026, longtime customers are watching closely, hopeful that the heart of the restaurant will remain unchanged even as new energy moves in behind the scenes.
Milton’s Delicatessen is located at 2660 Via De La Valle within Flower Hill Promenade in San Diego's North County city of Del Mar. For more information, visit miltonsdeli.com.
Milton’s Delicatessen is located at 2660 Via De La Valle within Flower Hill Promenade in San Diego's North County city of Del Mar. For more information, visit miltonsdeli.com.
Originally published on December 9, 2025.
