I was in the area and swung by for a late lunch just before 3pm, it was still decently busy. Greenspan was there overseeing the orders going out. My fist impression is that it's not a deli at all and anyone thinking he is saying he is re-inventing the Jewish deli will be sorely disappointed. It's a Kosher sub shop (and right next door to Sweet Rose Creamery)
I had the Jaffa and liked it, the bread is par baked and crisped up a bit before being filled. The falafel itself was on point, just wish they had some zhug on the side for it. They aren't at the level of Wax Paper but I think it will be a good neighborhood place.
I do have a picture if I can figure out how to upload it from my phone!