The Waterbury Democrat., 1937-04-07
In New York

BY GEORGE ROSS

New York, April being MAN
hattans Typical Broadwayite" Is a
business with Arnold Reuben, genial
boniface and restaurateur whose
dining room is the gathering place
of New York's celebrities, from dusk
to dawn.
The sign on the windows reads
'Reuben's-That's ALL" But Ar
mold Reuben has travelled a long
way from the tiny delicatessen
where he waited on the Gus
toners himself attired in a long
white apron, to his present $l75,-
600 modernistic premises. And
though he probably calls more
world-famed theatrical folk by their
first names than any other man in
town, Reuben is proudest of the
lofty pinnacle to which he has ele-
waited the lowly sandwich. He was
the first delicatessen man to charge
a dollar for a sandwich and get
away with 1T.
1t was Marjorie Rambeau, one Of
his Oldest customers, who urged
Reuben to try Broadway. She was
his first theatrical customer. But
Reuben really rode to fame on two
cuts Of rye bread-and the gnawing
appetite of Miss Annette Sellos, q
screen star Of the old silent days.
Miss Sellos came into Reuben's one
night and demanded a sandwich
large enough to replace table d'hote
dinner. More as joke than self
recommendation, Reuben construct
ed one of ham, cheese, turkey, cole
Slaw and dressing. Miss Sellos
partook Of this epicurean delight,
and told her footlight friends about
1t. The glorflication of the sand
wich was under way.
Reuben christened his Skyscraper
connection, 1.-THE Annette Sellos
Special" Miss SelIos probably rode
to greater fame on his midnight
mean than her celluloid exploits
achieved for her.
Feeding Stars Vanity
Shortly thereafter. Reuben found
his little delicatessen jammed
nightly with such current notables
as Miss Rambeau, AL Jolson, George
Jessel, Charlie Chaplin, Peggy Joyce,
Ina Claire, Ted Lewis, Fanny Brice,
Texas Guinan and Fay marble. They
sat around on the counter and boxes
in the rear of the store and ex-
changed Broadway gossip of the day.
Reuben learned to know their likes
and dislikes; comedians tried out
their latest gags on him; leading
ladies whispered feline condolences
in his ear; and Reuben became a
nocturnal father confeSSor TO
Broadway's show folk.
s. Jay kaufman, then. a Broad
way columnist, came every night
and tremendously outlinde recipes
for his own sandwiches. One night
Reuben offered to do 1t for him.
Let your customers alone" Kauf-
man advised, land maybe someday
you'll go from a sandwich to an in
Stitution."
It was q phrase Arnold Reuben
remembered. Today his rendez-
vous Is known by 1t. He has pub
licized the idea from coast-to-coast.
The fable along Broadway is that
no stage, screen or radio satellite
has really arrived" until he has
christened a sandwich In his or her
name. His menu reads like the
who's who of the entertainment
world: Reuben Is not without a
sense Of humor. Sandwiches named
after several actors and actresses
are composed with good, thick ham.
Final Accolade -
Reuben has moved his restaurant
six times within the past twenty
five years. each time to a more lux
uriouS location. There was time
when he considered it good business
to attend all the first nights SO that
he would know all the celebrities
on sight when they walked through
his door,. The tables have turned.
If Arnold Reuben now knows you
by sight-in Broadway jargon--
you belong"
He also makes 1t q practice to send
congratulatory kilograms toAhis the
atrical clients. actors, actresses,
playwrights and producers before the
premieres Of their shows.
a Guru?
8. who was Pietro Francesca
R~Ya :. Z