I used to live in NY and while that may not make me a New Yorker, I think I know a little something about a real New York deli. Hero Factory is the ONLY real New York Deli in Phoenix. Every detail from the Metro ripping by outside to the obnoxious broad behind the counter calling my sandwich "naked", you almost feel like you are on Long Island.
The best part of Hero Factory is the bread. They have some secret recipe for it that makes you want to buy it in bulk. Anything they put on it is great but the top item is the chicken salad. I know that is weird to say because, at a deli, you expect cold cuts. While all of the hot and cold sandwiches I have tried are good, the chicken salad is better than anything around.
The other thing about this place that makes it so great is the location. Not only did they go under the Orpheum Lofts, giving them some instant credibility, but they helped keep the corner of Monroe and 1st Ave alive after Nick's 101 went under. They have some competition next door but the line is always coming out into the street by 11:30 during the week.
Biggest disappointment - they close too early.