New 'do for Jerry's: rebuilt Studio City spot set to open, chain getting a makeover.

The original Jerry's Famous Deli in Studio City will reopen in two weeks after a fire destroyed much of its building more than 15 months ago.

Instead of restoring the damaged Ventura Boulevard building, which was created by joining a flower shop and an adjacent cocktail lounge 25 years ago, the company decided to raze the structure and start anew.

While the traditional red booths remain, much of the restaurant won't be as familiar to former patrons, according to Guy Starkman, president of Studio City-based Jerry's Famous Deli Inc.

Among the highlights: a bigger bar, more marble and the, and new custom-made light fixtures. "My architect went a little nuts," said Starkman, who is married to actress-model Cindy Margolis. He estimated the project has cost $4 million.

Starkman is so pleased with the new design that he has decided to remodel all the older restaurants in the Los Angeles region, starting with the Encino, Marina del Rey and West Hollywood locations. "The stores will remain open the whole time," he said. "It's just a cosmetic thing."

Starkman expects the renovations to take 18 months, although he didn't know how much they would cost. "I'm a little scared to add it all up," he said.

Jerry's Famous Deli operates seven "New York-style" dells of the same name around L.A., as well as the Solley's Dell and Bakery in Sherman Oaks. The company also has two Rascal House dells in Miami and Boca Raton, Fla.

Jerry's is known for its celebrity following that has included Gene Hackman, Shaquille O'Neal and the cast of "Seinfield." TV writers would routinely set up shop in one of the large booths at the front of the Studio City restaurant.

Still, the chain has had its share of bad publicity. Four years ago, a former NBC executive and crew members from the TV show "Frasier" were awarded $431,000 when a jury agreed that the restaurant had served them tainted cold cuts during a catered event.

The company's stock was delisted by Nasdaq in 2001 for failing to meet the minimum required float of $2.5 million for trading on the exchange. At that point, Chairman and Chief Executive Isaac Starkman already had launched a buyback program as part of a plan to take the company private. Jerry's went public in 1995 in order to fund a national expansion, but its stock never performed as expected.

Beyond the interiors, Jerry's is trying to spruce-up its image with its designs mad logos. "I'm moving away from using Jerry's Famous Deli and just using the word 'Jerry's'," Starkman said.

While the company is trying to change its appearance, Starkman said there are no plans to tinker with the menu. "We're trying to step up the ambiance to make it more current and a more classy place," Starkman said. "The concept and the food will be the same."