Saw a little television commercial Sunday morning... not a lot of production values, minimal annimation and a less-than-catchy jingle... for Goldberg's Famous Deli in...
"Southampton ... East Hampton ... Montauk"
...and that was it, as the locations animation rolled out. No Westhampton Beach!
Poked around a bit and learned that there's no relation between the trio of Goldberg's Famous Delis east of the Canal, and the Goldberg's Famous Deli on Main Street at the foot of Sunset Avenue.
(Disclosure: I have been patronizing our local Goldberg's for several years, always ordering same thing: a whole wheat everything with nothing... the price goes up 5¢ each year, and is now $1.00.)
And they've come a long way from an inauspicious beginning 5½ years ago.
The location at 65 Main Street is not part of a chain, and the only thing wrong with it is that it's not open year 'round.
So, the answer is that in the eyes of the New Jersey Goldberg's in the more fashionable Hamptons of 11968, 11937 and 11954, 11978 isn't so much chopped liver as another Goldberg got here first.
It seems that the Goldberg's of WHB should take steps to police their mark.