By Jeff Sherman Staff Writer Published Jul 17, 2009 at 10:15 AM

Owner Dave London tells me that he's changed the concept at his second Philly Way location, 222 W. Wells St.

I walked past it the other day and noticed new signs, so I shot London a message. He replied, " I re-tooled it and re-named it The 5ive Dollar Deli. We still have The Philly Way Cheese Steaks, but we expanded into a deli."

London opened the location as a Philly Way (his original location is on S. Second St.) about a year ago. He explained the change to me like this in an e-mail," I had some research done and found out it was mostly Subway (located two doors west). People want a "deal" in this economy. I'm 2 days into this change and we are doing great! As a matter of fact, the Subway owner came in yesterday and seemed a little upset that we were packed at lunch and he was not. He asked me how I could sell a cheese steak for $5, looked at the menu board and left with a few choice words."

I haven't been inside the new deli, but hope to get there soon. Menu items are priced right and this concept might just be the right call for today's Downtown lunch diners.

If you've been there, chime in via the talkbacks.


Jeff Sherman Staff Writer

A life-long and passionate community leader and Milwaukeean, Jeff Sherman is a co-founder of OnMilwaukee.

He grew up in Wauwatosa and graduated from Marquette University, as a Warrior. He holds an MBA from Cardinal Stritch University, and is the founding president of Young Professionals of Milwaukee (YPM)/Fuel Milwaukee.

Early in his career, Sherman was one of youngest members of the Greater Milwaukee Committee, and currently is involved in numerous civic and community groups - including board positions at The Wisconsin Center District, Wisconsin Club and Marcus Center for the Performing Arts.  He's honored to have been named to The Business Journal's "30 under 30" and Milwaukee Magazine's "35 under 35" lists.  

He owns a condo in Downtown and lives in greater Milwaukee with his wife Stephanie, his son, Jake, and daughter Pierce. He's a political, music, sports and news junkie and thinks, for what it's worth, that all new movies should be released in theaters, on demand, online and on DVD simultaneously.

He also thinks you should read OnMilwaukee each and every day.