After being in business since 1997, Jay Nazzal will close the doors to his cheesesteak restaurant on 21st and Valencia at the end of the month.

When Jay’s Cheesesteak opened in 1997, Nazzal was 27, freshly married, and expecting his firstborn child.

“I drove around the neighborhood and I saw every type of food except cheesesteaks,” he said, referring to a sandwich of cheese, steak and an assortment of vegetables. “And then I sat down with my cousin, made a menu, and all I had to do was turn the key and it started working.”

Nazzal said he’s closing because he’s seen a decline in business over the years. 

“They put these e-bike stations in front of the building that blocks, like four parking spots,” he said. “And people go around looking for parking, they go once, twice, and then they give up. They find somewhere else to eat.”

Nazzal also noted “the neighborhood is just not the same anymore.” 

“It’s starting to get tough to make money,” he said. “It was a damn good business for me. It did everything: put my kids through college, bought me a house. I have all the things I want. I’m not really struggling, but it’s sad because of my customers and I love the neighborhood to death.”

Nazzal grew up in the Sunset, but said his favorite food is a cheesesteak, so it was only natural that he open a cheesesteak restaurant. 

Jason Nazzal, Jay’s cousin and owner of neighboring Sidewalk Juice, said their businesses “fed off of each other.”

“People would get a cheesesteak and then they’d go next door and order a juice. So it’s worked out for us for years,” he said.

Jason’s father also opened Valencia Whole Foods, across the street from both businesses, 36 years ago. He said Jay’s closure feels like the end of an era for the family.

“It’s been my father, myself and my first cousin on that corner for all I can remember,” he said.

Ryen Motvek, president of the Mission Merchants Association, got word of Jay’s closure yesterday. 

“It’s an institution,” he said. “It’s a heartbreaker and I’m sad to see it go. And it’s a very special block right there.”

Motvek said the first time he tried Jay’s was about 20 years ago. 

“I had a friend that was like, dude, they’ve got these insanely bomb seitan cheesesteaks. And I’m a vegetarian, so it was good for me. And they’re amazing.”

Eric Viana, Nazzal’s neighbor in the South City, was a patron of Jay’s before becoming neighbors with him.

“I’ve always known him as Jay’s Cheesesteak” he said “Even though he’s like my brother now, I have him as Jay Cheesteak on my contact list.”

Viana’s go-to order has always been a classic Jay’s cheesesteak, although he’s gone through phases. 

“I’m a simple guy, but when I was going through a health kick, I was doing tuna melts, and he would wrap them in lettuce for me.”

Viana said Nazzal is a recognizable figure in the community. 

“People see him and they go, ‘Oh there’s Jay’s Cheesesteak,” he said. “I belong to a motorcycle club and when we do fundraisers or events, 100 percent of the time, Jay has been a sponsor for us. From softball to kids baseball, you name it, he’s donated.” 

Viana and Motvek also noted Nazzal’s resemblance to Vin Diesel. 

“We call him Toretto,” said Viana. “I had a big old gaudy chain with a cross and I’ve made him wear it to, you know, play into it.”

Motvek said that Jay’s business “spoke to the heart and soul of the Mission District.”

“The Mission is not homogenized by any means,” he said. “We have the Latino Cultural District and American Indian Cultural district, and we love our Mexican restaurants, but it’s not only Mexican restaurants. The neighborhood, more so than other neighborhoods in the city, embraces diverse cultures.” 

Nazzal said a customer who’s been going to Jay’s since he was a toddler, now an influencer, published an Instagram video yesterday after learning of the closure. The effect was immediate. 

“People have been calling me, coming in to have their last sandwich, last cheesesteak. My heart is full.”