Melting Moments to seek new location

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After 26 years in its 313 E. Grand River Ave. home, Melting Moments’ owner has closed its retail operation to focus on its vending sales.

Owner Mark Geovjian said a physical store didn’t make financial sense, adding the place was too large for the small share of company’s business it provided. With a majority of its sales coming from vending at festivals and events — including MSU sports — Geovjian said he will look for a downsized spot to relocate.

“We’ve got two or three options but haven’t pulled the trigger on it yet,” he said. “We’re taking the company on a more wholesale event direction. A number of these events we’ve been doing for years and we’ve got a much bigger lineup for this year.”

Melting Moments used to occupy all of its original location, but renovated in 2006 and 2007 to allow Backyard Bar-B-Q to move into the store’s rear.

In June or July, State Side Deli, 3552 Meridian Crossings Drive, will open its second location where Melting Moments formerly resided. State Side Deli owner Spencer Soka said he noticed an increase of East Lansing citizens and MSU students making the voyage to his Okemos restaurant and decided there was a market for deli sandwiches in the community.

“There’s not this kind of deli (in East Lansing),” Soka said, adding he will bring a surprise element unique to Michigan.

“Anyone can call themselves a deli; it’s a food. But is it real kosher style that you go to New York for? That’s what this is.”

State Side Deli’s Okemos location has more than 50 sandwiches on the menu and could bring some variety to a deli- deficient area, said Kelly Desmond, a computer engineering freshman.

“I think it’s good that we’re getting healthier food on campus rather than just the fast food, normal places that we have,” he said.

“There aren’t a lot of delis around here so it would be good to get one.”

But with Melting Moments being a part of the Grand River Avenue and East Lansing landscape for more than a quarter century, some people are disheartened to see a deli set up shop in a community favorite’s old home.

Even though Melting Moments plans to find a new location, human biology senior Marcus Dhillon said it would be tough to beat its previous spot.

“In downtown East Lansing, it was one of the top ice cream places around here,” he said. “I think it needs to come back. I don’t see a deli doing much business around here.”

But from interaction with his East Lansing regulars, Soka said he believes he will succeed. He said the fact students would make the drive from the campus area to his little-known shop is a testament to his product.

“It told me that people appreciate the quality,” he said.

“They love that it’s fresh and they said there’s not that fashion of food (in East Lansing).”

And although Melting Moments might be a proverbial vagabond today, Geovjian said ice cream carts and the company’s 20-foot concession trailer will be around to serve treats the community has enjoyed for the past 26 years until it finds a new location to lease.

“We’ll be around at all the events we’ve been doing and many more,” he said. “We’re looking to be a part of East Lansing for many years.”

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