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Dinner, Events, Food, For Kids/Parent, Lunch, Peninsula, Review, San Francisco, South Bay, Street Food, Travel

The Nom Nom Truck: SoCal Comes to NorCal

Posted on Monday, September 12, 2011Friday, September 9, 2011 by virgoinwonderland

It’s amazing what a reality show can do for your food truck.

Second place finishers on the Food Network’s “The Great Food Truck Race” and Los Angeles food truck staple, Nom Nom, have spread their love to the Bay Area.

Co-owners Jennifer Green and Misa Chien met during their time at UCLA. It was also during that time that they realized they could fill a niche in the growing food truck scene.

Nom Nom Truck owners: Jennifer Green and Misa Chien.

“It started in 2009 when we had a lot of Kogi BBQ trucks around the UCLA campus and their popularity grew out of nowhere,” says Jennifer. “I made a lot of Vietnamese food for my friends on a regular basis and I realized the lack of Vietnamese restaurants in the West LA area. Then it clicked.”

Green and Chien chose the classic Vietnamese baguette sandwich, banh mi, as their truck’s specialty not only because there was a lack of places that served it in their area, but because it’s easy to eat.

“It’s portable, it’s fast and has a fresh taste that you can’t get from a burrito or hamburger,” states Jennifer. “The great thing is that we can also put a little bit of our gourmet twist on it too. One of the most traditional banh mi ingredients is grilled pork and I grill it with honey, which is a little different than the traditional. We also have Lemongrass Chicken and Vietnamese tacos, which are like a banh mi in your hand.”

“We also work with Le Boulanger to have our bread baked especially for us from a recipe I worked really hard on.”

Deli Banh Mi sandwich.

Indeed, the perfectly crusty on the outside, pillowy on the inside French bread roll is key to a good banh mi, and it was the highlight of the sandwich when I got a chance to sample their Honey Grilled Pork version. The pickled carrots and daikon that topped the sandwich were flavored well and super fresh, but I wish I’d gotten more of them to create more of a textural and taste contrast to the sweet pork. And I missed the lack of fish sauce flavor that brings it all together.

All in all, it seemed like something similar enough to what I could get in a Vietnamese Mom and Pop shop. So what’s the big deal?

First, the size of this sandwich is double the size of one you’d get at a typical brick and mortar. Coming in at 12 inches long, it’s a torpedo of a dish. But more importantly, Nom Nom is obviously trying to appealing to those who have never had a banh mi before.

“It’s exciting to see how many people who have never had one before try it and see their reaction, says Misa. “It’s like an introduction to Vietnamese food for those who have never had it. We’re appealing to the American palate.”

Their popularity has grown steadily, peaking when they started showing up on the Food Network reality show.

“We went into it wanting an adventure and it was a great way to expose our truck to a larger audience. People totally embraced us and it was great to see that feedback,” says Misa. “To see a small town embrace a food dish they’d never tasted like banh mi was a great experience.”

“We were bummed we came in second, but deep down we had to tell each other it was just a reality show. And the great thing was that we won the chance to travel and it was amazing,” says Jennifer.

Nom Nom recently acquired their third food truck and their next move was up north…at least for Misa.

“We decided on San Francisco because it’s a real foodie town and it’s been a dream of mine, personally to live up here,” she says. “We have two trucks in LA and one in San Francisco, now. I’m not complaining that I had to move up here! And the response has been great. People up here come to the truck, whereas in LA, you have to go to the people. They’re a little lazier down there.”

For now, Green and Chien don’t have any other plans to expand. “We have three babies right now and we’re focused on them,” says Jennifer.

For two women fresh out of college, running several food trucks in two major cities can be a challenge, but their goals are clear.

Misa says, “At the end of the day, we want to make people happy through our food. And as employers we want to hire staff that will work together to create an amazing company and work environment. Plus I get to build a great business with my best friend!”

Nom Nom
Twitter: @nomnomtrucksf
Facebook: Nom Nom Truck SF
Various locations throughout the Bay Area (no regular schedule)

Dinner, Events, Food, For Kids/Parent, Peninsula, Review, San Francisco, South Bay, Street Food

Move Over Off the Grid: Moveable Feast Comes to the Peninsula

Posted on Tuesday, July 5, 2011Tuesday, July 5, 2011 by virgoinwonderland

Three popular trucks at 5:45 = MoBowl, Babaloo, and House of Siam on Wheels

Moveable Feast is to the South Bay and Peninsula, what Off the Grid is to San Francisco. But the vibe is most certainly different.

Held this past Friday on July 1st, Moveable Feast felt way more like a county fair than OtG’s hipster foodie hotspot. The San Mateo Event Center location also had plenty of grassy areas for the suburbanite families in attendance to have a dinnertime picnic. There was also a pricier flat parking fee of $10 per vehicle, though that didn’t seem to deter most people from checking out the inaugural event.

Moveable Feast Operator, Ryan Sebastian in front of his truck “Treatbot”

Moveable Feast (formerly called “SJ Eats”) is the creation of Ryan Sebastian. This former transportation planner always had plans of creating community spaces, and he knew food was a great catalyst to make that happen.

“My family always had big gatherings growing up in San Jose and I loved it. And my wife has a culinary background, so it happened pretty naturally.”

It started this past April with their first food truck gathering in San Jose. Their first time out was huge, but not exactly a success.

“I own the Treatbot ice cream truck with my wife, so I knew a lot of other trucks in the area. I knew the San Pedro Square Market in San Jose had enough parking space, so we ended up there on a Saturday with about 10 trucks and spread the word through Facebook. The demand was so much higher than we ever expected and it got out of control. There was overcrowding, the wait times for food were ridiculous and we got slaughtered on Yelp, afterwards.”

Three months later, after a lot more planning and organization, the San Jose event goes off in the same place every Saturday, without a hitch.

Their success eventually caught the attention of the folks at the San Mateo Events Center, who actually called Ryan to ask if he’d be interested in doing a similar event for the Peninsula.

“This is the biggest food truck event on the Peninsula, ever. Twenty-five trucks is pretty big. We’re gonna be here the first Friday of every month from here on out.”

Lines are getting long in front of the “An The Go” truck at 5:45

And attendance was pretty big too. Though the event was supposed to start at 5:30, there were plenty of folks checking out the scene at 5:15. By the time I had left at 6:15, the lines for some of the more popular trucks had gotten about 20 people deep, and I estimated anywhere from 1000-2000 people total with many more streaming in. Add to that some local live music on-site, and you’ve got a huge suburban block party.

3 popular trucks at 5:45 = Mama’s Empanadas, Hiyaaa, Curry Up Now

The line-up of trucks is intentionally made up of mostly Peninsula and South Bay-based food trucks like Curry Up Now, Mama’s Empanadas, Hiyaaa Naked Chorizo and BBQ Kalbi. That’s the main difference between Moveable Feast and Off the Grid. OtG features trucks from all over the Bay Area.

But Off the Grid organizer, Matt Cohen had talked a few months ago ambitiously about starting an OtG on the Peninsula. Is there room for both of them?

I estimated at least 1000-1500 people by 6pm.

“People in the Peninsula know there’s a huge demand for this and that the food coming out of these trucks is fantastic. This is America and there’s room for both of us in a metropolis of seven million people. I have nothing but respect for Matt. OtG is awesome!”

And Ryan has faith that mass food truck events like his are here to stay. “Ultimately, the idea of informal eating is not a new concept and it’s not a fad. When we provide legitimate marketplaces for these entrepreneurs to do business, it helps all of us do better.”

Moveable Feast
San Pedro Square, San Jose, Every Saturday 5-9pm
San Mateo Events Center, First Friday of every month, 5:30-10pm

Facebook:MVBLfeast
Twitter: @MVBLfeast

*Cross posted on Bay Area Bites

Dinner, Food, Lunch, Review, San Francisco, Travel

Is Tyler Florence’s Wayfare Tavern Worth the Hype?

Posted on Monday, June 20, 2011Monday, June 20, 2011 by virgoinwonderland

Open kitchen at Wayfare Tavern

Okay, I’ll admit it: I was never a big Tyler Florence fan. Sure, Forbes recently reported that he’s worth more than 50 million dollars, but I always saw him as more of a television personality than a chef. Before 2010, he never even ran his own restaurant and now he’s got THREE in less than two years! (Wayfare Tavern, Rotisserie and Wine, & El Paseo) He’s clearly cashing in on his television fame.

These days, he’s getting plenty of press attention, both good AND bad. And I haven’t taken the critic’s giddy reviews over his flagship restaurant, Wayfare Tavern, very seriously. He used to be a spokesperson for Applebee’s for goodness sake. It must be his over 290,000 fans on Twitter making a big deal about this new hotspot for local celebrity sightings. They’re the ones raving about how the Fried Chicken and Macaroni and Cheese are to die for.

Wait, did you say Fried Chicken and Macaroni and Cheese? Maybe I should check this place out.

The atmosphere of the restaurant is classic old world San Francisco with its golden eagle emblem, black and dark colored wood accents, brushed metal plates and cushy booths. The service is as welcoming as Tyler Florence’s television persona, itself. Our server was at once knowledgeable, warm and genuinely excited about the food coming out of the kitchen. All this positivity was starting to wear off on me.

The menu is a greatest hits compilation of sophisticated American comfort food with a slight French slant, ranging from Deviled Eggs to Steak Tartare to Pork Hash.

Avocado and Hearts of Palm Salad

The meal started with a homemade popover that was light, tangy and just plain impressive. Then we ordered the Organic Butter Lettuce Salad with the Palace Hotel’s Green Goddess dressing, and the Avocado and Hearts of Palm Salad with shaved red onions, cucumbers and lime-cilantro dressing. The Green Goddess dressing and radishes were the perfect foil for the delicate butter lettuce. But it was the combination of the fresh, citrusy dressing and creamy, buttery avocado that really sang to me. It was a delightfully bright yet simple salad.

Buttermilk Fried Chicken

Then came the much hyped Buttermilk Brined Fried Chicken that came with a mound of fried herbs, including rosemary and sage, and a wedge of lemon. I’d seen Tyler Florence make fried sage on his show Tyler’s Ultimate, but never expected to enjoy the mellow almost nutty flavor to pair so well with the chicken’s perfectly thin, crisp crust. The flavorful chicken benefited from the buttermilk brine, creating a moist, tangy meat. I’ve tried a lot of fried chicken at various places around San Francisco, but this was clearly the best in my book.

Macaroni and Cheese

We paired the chicken with an order of Macaroni and Cheese, made with jack cheese and perfectly toasted garlic breadcrumbs; and fresh local Grilled Asparagus with chive blossoms.

The Mac and Cheese was smooth and creamy, just the way I like it. I’m not a fan of baked, clumpy, greasy versions of the dish. And the mild yet distinct garlic flavor was prevalent in the breadcrumbs, which is a good thing. I wish, though, that the cheese had more kick and depth. The jack cheese didn’t give it enough flavor power like I’d hoped. Regardless, it was still a decadent pleasure.

Carrot Cake

Since we were clearly going for gluttony, we finished our meal off with three different desserts: the Key Steamed Lime Pudding Cake with Buttermilk Ice Cream, Gooseberry Goat Cheese Cheesecake, and Carrot Cake.

The goat cheese cheesecake was a bit intense for me, though it was lightened by the gooseberries. And though the buttermilk ice cream was absolutely delicious, the pudding cake was a little grainier than I’d expected. I wanted something smoother, though the flavor and creaminess was there.

The most impressive dessert was the Carrot Cake, not because of the cake itself, though it was rich and moist the way it should be, but because of the pool of carrot syrup that surrounded it. Everyone at the table wanted to drink it straight! It tasted like spiced cider, rich with cinnamon and cloves. It was sweet, spicy and heavenly.

I’d mentioned to our server in passing that one of my dining companions was celebrating a birthday, and she smiled and proceeded to bring over my friend’s dessert with the obligatory lit candle on it. But it was the accompanying notecard signed personally by Tyler Florence, that impressed us. He wasn’t even in town let alone in the restaurant at the time of our meal, but it’s these personal touches in the service, the food, and décor that make this restaurant standout.

Notecard signed personally by Tyler Florence

I didn’t want to prove myself wrong, but I have to say, I enjoyed every minute of it. And yes, I might just have become a fan of Chef Florence.

Dinner, Events, Food, For Kids/Parent, Lunch, Peninsula, San Francisco, Street Food

Toasty Melts Food Truck is Grilled Cheese Goodness

Posted on Saturday, May 14, 2011Monday, August 15, 2011 by virgoinwonderland

The mere mention of a grilled cheese food truck tends to evoke one of two responses:

1) How hard can it be to make a grilled cheese at home? Why do you have to find a truck to go get it?
2) Damn, that sounds good.

Sure, you can make it yourself at home. But can it be easier, not to mention tastier, if you get it from the folks at Toasty Melts.

Business partners, Tiffany Lam and Alex Rando, started the Toasty Melts food cart in 2009 after being inspired by other popular carts like The Magic Curry Cart and The Creme Brulee Man. They also figured they could donate a portion of their earnings to the San Francisco Food Bank, where they were frequent volunteers.

So why switch from part-time food cart hobby to full-fledged food truck? “Matt Cohen wanted us to come to Off the Grid, but we weren’t that ambitious because we both had day jobs,” says Lam. She was a project manager for Marin company, Republic of Tea, and has since quit to devote herself completely to Toasty Melts. Rando is still at his day job. “We heard rumblings last year that the permit process was going to change. So last September, we finally started looking for a food truck to transition to,” says Lam.

Just this past March, they finally debuted their shiny new bright red food truck, ready to take on the already crowded food truck space.

But here’s the kicker: neither of them have any professional culinary experience. None! And that’s exactly how they came upon the decision to focus solely on the simplistic grilled cheese sandwich. “There’s no way we could do something fancier. It was definitely something we could execute. If we could do it, anyone could do it! It was the most realistic food avenue for us to take. But it’s also very versatile. We could be creative with the grilled cheese sandwiches and blend quality ingredients to make different variations.”

This simple sandwich requires no special equipment. They make the sandwiches on the truck’s grill, cooking up evenly and to a perfect golden brown.

I tried their two signature sandwiches: The ABC, which has thin apple slices, bacon from Zoe’s Meats and cheddar cheese; and the 3 Cheese, made up of smoked gouda, jack and cheddar cheeses. Both were served on Panorama bread, made locally in San Francisco. Most of the cheeses they use are from Kerrygold.

Both had the perfect amount of toastiness with the right amount of crunch. But the interior of the bread was also soft and pillowy with just enough buttery goodness.

The 3 Cheese stood out because it was amazing to me how distinctive all three cheeses were even when melted together. The jack cheese was smooth and creamy, the cheddar gave it the classic flavor, and the smoked gouda provided a wonderfully sharp punch that made it stand out. I absolutely loved it.

I have to admit, though, that I wanted more from the ABC. The best thing about it was the thinly sliced apples, which gave the sandwich additional texture and a subtly sweet contrast in flavor. The bacon, unfortunately, was a bit dry and rubbery. I would’ve loved if it were more crunchy. And I longed for a cheese with a tad more flavor. The jack cheese just couldn’t hold its own.

Regardless, their sandwiches are still worth going back for, especially if you’ve got a hankering for a good grilled cheese. It’s fresh, perfectly toasty and gooey, affordable at $4-$6 a pop, and easier than making it yourself. “Who would want to shred and blend three different cheeses for one grilled cheese at home? We also provide the novelty and the convenience,” says Lam.

For now, you can find them at Off the Grid on alternating Mondays at Civic Center Plaza and on alternating Tuesdays at UN Plaza, along with possible regular stops in San Mateo and Brisbane. Lam wants to have a firm presence in San Francisco, though, despite the food truck permit drama that seems to happen frequently these days.

“We’re going to continue to pursue all our permits for various locations in San Francisco. And Alex and I would love to expand our menu at some point. For now, it’s just the one truck. My Dad owned a restaurant and I don’t know if I really want to own a brick and mortar restaurant. This one truck takes every ounce of my energy!”

Toasty Melts
Off the Grid Mondays and Tuesdays & other various locations pending
www.toastymelts.com
@ToastyMelts
Facebook.com/ToastyMelts

*Cross-posted on Bay Area Bites.

Dinner, East Bay, Events, Food, For Kids/Parent, Lunch, San Francisco, Shopping, Travel, Wine Country

Aida Mollenkamp’s Top 11 Spots for Bay Area Foodies

Posted on Tuesday, April 26, 2011 by virgoinwonderland

Aida Mollenkamp. Photo by Julie Michelle

Recently named one of the eight sexiest women on TV cooking shows, Aida Mollenkamp also happens to have a wealth of culinary expertise and knowledge in addition to being a hot TV food personality.

The host and co-creator of the television show “FoodCrafters” and “Ask Aida” she attended Cornell University and then the esteemed Le Cordon Bleu in Paris where she studied culinary AND pastry arts. She ended up in San Francisco when she became one of the editors of the online food magazine, CHOW. Currently, she’s working on her first cookbook, tentatively titled, “Keys to the Kitchen,” due out in 2012.

She recently took some time out of her hectic schedule to tell me about her love of food and the top spots in the Bay Area she’d recommend for food fiends like herself (that aren’t restaurants).

Elaine: You call yourself a “long-time food fiend.” Where does your love of food come from?

Aida: Oh, that’s a hard one. It’s like asking me why I like to dance (she’s a former classical dancer) — it’s just the way it is and always has been. My family showed me to respect food and through gardening and shopping with my mom, I also learned where my food came from. But, I guess there was this kismet moment in my teen years where I realized that food was like a cipher to understanding various cultures. From that moment on, I’ve looked at cooking as a means of traveling through my tastebuds.

Elaine: Where did the idea for your show “FoodCrafters” come from?

Aida: My friends would say the show is just an extension of how I naturally live as I’m constantly hunting down new tastes and food stories. The real story is that it is a creative collaboration with a producer I worked with on “Ask Aida.” We shared a passion for good quality food and would constantly trade stories about the latest tastes she hunted down in Brooklyn and those I had found in San Francisco. “FoodCrafters” became this natural fit of a show where my passions could be explored while giving the small guy the spotlight as we uncover foods, flavors, and stories from around the nation.

Elaine: You’ve lived in some of the best food areas in the world: Los Angeles, New York, Florence, Paris, and now San Francisco. How is the Bay Area different from all of them, food-wise?

Aida: Each city I’ve lived in has its own culture, and with it, its own food personality. San Francisco’s food scene is integrated into our daily lives in a way that I’ve only seen in Europe, but it’s also decidedly Californian as we’re simultaneously playful, respectful, and creative.

Aida Mollenkamp. Photo by Julie Michelle

Elaine: What are the Top Eleven places in the Bay Area that you’d recommend for food lovers?

Aida: Here’s my list:

The Pasta Shop — 1784 Fourth St., Berkeley
I don’t remember the first time I went to The Pasta Shop, but I do recall that I liked the selection so much I considered convincing them to let me live there. Everything from 4505 Meats‘ chicarrones to sodas I’ve never seen this side of the Atlantic, they do a marked job curating their food and everyone on the staff is highly knowledgeable.
Cheese Plus — 2001 Polk St., S.F.
When I first moved to SF, I lived in Pacific Heights and would walk to work and quickly got in the habit of making a detour to Cheese Plus. As the name suggests, there’s not just cheese and I’ve also discovered instant favorites like crackers from The Fine Cheese Co. I’d spend the majority of my meager start-up salary on all the treats in there and have my friends laughing that instead of buying designer shoes, I was splurging on rare cheeses.
Bi-Rite Market — 3639-18th St., S.F.
It’s a 5-minute walk from my place to Bi-Rite Market, so I have become a regular there. In fact, I credit my many trips to Bi-Rite — where I discovered new foods and their backstories — as the source of my idea for FoodCrafters.
Miette Confiserie — 449 Octavia St., S.F.
With décor right out of the pages of a Roald Dahl book, Miette is as aesthetically pleasing as it is tasty. I lived in Hayes Valley when the confiserie opened and was immediately drawn to the carefully selected sweets, including chocolates from all over the world.
City Beer Store — 1168 Folsom St., S.F.
I arrived in San Francisco a wine drinker, but have been versed in the world of cocktails and beer thanks to knowledgeable places like City Beer Store, where there are always new beers to discover.
Nest — 2300 Fillmore St., S.F.
When I first moved to the Bay Area, I was over in Pacific Heights and would longingly walk by the eclectic boutique, Nest, everyday. When CHOW went from print to online, I treated myself by buying a set of hobnail glasses that I’ve kept to this day.
Heritage Culinary Artifacts — Oxbow Market, 610 First St., Napa
The Ferry Plaza is unparalleled — except perhaps by downtown Napa’s Oxbow Market. There’s an antique store there, Heritage Artifacts, that I became addicted to when we filmed in the market for last fall’s FoodCrafters.
Heath Factory Store — 400 Gate 5 Rd., Sausalito
Heath has a cult following among the food and prop styling crowd, but it’s not all that affordable unless you go to the factory store. When I first found out about it, I headed over in an absurdly large van thinking there was no way I needed all that space. But a few dollars and a couple of hours later, I filled the van to the brim with boxes and boxes of discounted, yet still gorgeous plateware.
McEvoy Olive Oil Ranch — 5935 Red Hill Rd., Petaluma
There’s moments when you travel somewhere and the environment has just as much impact as the food. The McEvoy Olive Oil farm in Sonoma is one of those places. But be warned: by the end of their tour, you may be considering olive oil farming as a new career.
The Marshall Store — 19225 California 1, Marshall
Definitely the farthest I’ve ever driven for oysters, The Marshall Store is as out of the way as it comes but is worth the trek. Fresh oysters, tangy BBQ sauce, and cold beer — need I say more?
The Tourist Club — 30 Ridge Ave., Mill Valley
It’s the hidden gems of the Bay Area that make it ever more interesting and Tourist Club is one of those very places. A few miles deep into the Muir Woods, the Tourist Club is a century-old German brauhaus that is closed to the public, except for a few hours each weekend. After an exhausting hike of Mt. Tam, there’s nothing better than pitchers of draft beer with friends on the Tourist Club’s sunny deck.

*Cross posted on Bay Area Bites

Dinner, East Bay, Food, Lunch, Peninsula, San Francisco, Shopping, South Bay

Foodies Have Their Pick of Online Coupon Sites

Posted on Friday, April 15, 2011Sunday, April 17, 2011 by virgoinwonderland

collage of online coupon websites

Courtesy of Bay Area Bites/Wendy Goodfriend

It’s no secret that online coupons are exploding in popularity, especially for foodies looking to spend less on a great meal. I’ve purchased more than my fair share. And a recent study released by BlogHer even states that 51% of all women online are using coupon sites like Groupon and LivingSocial.

However, a recent New York Times article discussed whether restaurants actually benefit from the online coupon trend. It seems to be a trade-off with some establishments finding them a positive marketing tool while others claiming the discounts do not boost profits.

Let’s breakdown the different types of online coupon sites recently popular with food lovers.

Sites like Scoutmob and Blackboard Eats offer users a discount passcode to various eateries that they can access on their mobile phones and use the next time they frequent that business. There’s no pre-purchasing a certificate or gift card, involved. Blackboard Eats, however, does charge $1 for each passcode you want, or a fee of $20 for unlimited access to their discounts for one year.

Restaurant.com allows you to purchase gift certificates to a large list of pre-determined restaurants affiliated with the site, at a huge discount. Many times, you can find a discount code online for up to 80% off the listed price, which can bring a $25 gift certificate down to $5. There are many restrictions, though, and they differ with each restaurant, so it pays to read the fine print before you confirm your order.

That brings us to sites like DealPulp, TownHog, LivingSocial and Groupon, which require you to pre-pay for a largely discounted deal at a variety of different merchants, including eateries. Deals are usually 50% off or more, and have less restrictions than a certificate from Restaurant.com. Deals change daily, so you have a limited amount of time to purchase it.

There have been horror stories of some merchants being overwhelmed by the popularity of their online coupon or discount, and not being able to handle the response. But the owner of Milkshake Werks, Leslie Widmann in Redwood Shores had a great experience working with one of these sites.

“Groupon helped us set up a structure that would be good for our business. It was a great experience for us. The result was almost instant increased awareness of our business. Even folks who didn’t purchase the offer came by because they didn’t know about us. Now many of them are regulars.”

But success in the world of online coupons for a merchant doesn’t necessarily translate into dollars. It’s more about marketing.

Widmann explains, “You have to look at it in terms of effective advertising and where you’re going to spend your ad and marketing dollars. We’ve done some print ads and the effect was very subtle. The urgency and instant name recognition of a site like Groupon sparks excitement and people feel like they have to take advantage of the deal right away.”

Scoutmob’s social media manager, Nicole Jayne, has a similar theory for why online coupon sites are so successful.

“In the past, for a local small business, the only advertising options they had were billboards, radio, television and print. There was no real way to measure the success of that type of marketing. Online coupon sites allow these businesses to measure the effectiveness of getting their name out there almost instantly and translate that into traffic and revenue.”

There’s also no doubt the popularity of these sites is due in part to the recession and unstable economy. However, couponing is no flash in the pan trend, says Denise Tanton, the senior community manager at BlogHer. She, herself, recently started writing a popular series of blog posts about extreme couponing. “I started noticing couponing blogs more and thought this was a new trend. But after researching, I realized it wasn’t new, it’s just that the media has caught on because of the recession. And now TLC has latched on to it with a new show.”

She says coupons have been popular since the seventies. Even with the slowly improving economy, coupons will never go away, just evolve.

“I think we’re going to see more e-coupons, texted and mobile coupons. As smartphones become more pervasive, we’ll see more companies offering digital and smartphone based coupons. Companies will get more control over their offers that way.”

As for the money-saving food lover like me, there are three rules I live by before I hit “purchase”:

Would I actually go to this eatery, even if I didn’t have this coupon? If I don’t answer yes, I’m out.
Did I read the fine print? Some of these places don’t allow you to use your offer on a Friday or Saturday, have restricted times, or have expiration dates that are sooner than you’d like.
It’s not a deal, unless you actually use it.

Dinner, East Bay, Events, Food, For Kids/Parent, Lunch, Peninsula, San Francisco, South Bay, Street Food

Off the Grid is Making Street Food Mainstream

Posted on Wednesday, April 13, 2011Sunday, April 17, 2011 by virgoinwonderland

Off the Grid at Fort Mason Center. Photo courtesy of Off the Grid

Almost every food craving you could ever think of could be satisfied by at least one of the food trucks at any given Off the Grid location in San Francisco. In just a couple of years, OtG in Fort Mason has become the single largest weekly block party for foodies in the Bay Area.

But with almost every food category being represented there, is there fear of street food being a trend that’s reaching oversaturation? Off the Grid’s man-in-charge, Matt Cohen, says absolutely not.

“I think of Asia and how prolific street food is and how it’s a part of people’s lives. Will all of them launching right now stay in business? Probably not. But there’s a long way to go before we hit the saturation point. The rest of the world has experience with street food and we were so far behind here in the Bay Area. People had to think of them not as roach coaches, so we just had to catch up.”

Cohen fell in love with street food while living in Japan as an English teacher. When he returned to the States, he tried to start his own food truck in 2007. His plans got halted after the recession hit, and he decided to turn his experience with getting a mobile food business started, permits, rules and all, into a food truck consultant business in 2008. Eventually, the idea of Off the Grid got off the ground.

“My clients were asking how we could find better locations and how trucks could group together at different locations. There was obviously a need and it was clear that no one truck could handle the task alone. Off the Grid is more of a curation of these food trucks.”

There are now six Off the Grid (OtG) events throughout the week in San Francisco, and possible OtGs in San Mateo, the South Bay and East Bay expected to be announced within the next six weeks. But is all this street food too much?

“What we’ve learned is that the only ‘destination’ OtG is Fort Mason in the city, where people from all over the Bay Area come to visit. Most of the other current locations are driven by locals and their needs in those areas. We like to create and attract community in the places we go, and those spots seem to have a need. And we try to make sure we switch out the trucks so it’s never the same experience every time.”

Cohen says they have 30-40 food trucks on their roster right now, but expect that number to DOUBLE by the end of the season! And there’s no threat of too much culinary overlap, either.

“No one would argue that we don’t need more fusion taco trucks and cupcake trucks. But there are a number of burger, sandwich, soup, pizza and salad food trucks coming soon.”

It’s only been about four years since food carts, trucks and the like hit the Bay Area, but the category has seen a lot of evolution since 2007.

“I think we’re sort of entering a third wave with the food truck scene here. There were guerrilla street food carts for a while with the Magic Curry and Crème Brulee Karts. They brought a lot of attention to the fun and whimsy of eating on the street. Plus, they really knew how to cook.”

“Then the second coming was when those guys, along with formal chefs, saw a demand for it but realized you couldn’t make a living with underground street food. It’s not a long term job, it’s a hobby. And experienced restauranteurs liked the simplicity of the truck.”

“Now, there’s a third wave happening, where people are taking that blueprint of the mobile food truck and going in all sorts of directions, like Rib Whip and Le Truc. There’s a ton of new trucks coming out now.”

Street food may still seem new to us, but there’s no reason why it can’t be here to stay, much like it is in other parts of the world. Of course, Cohen has a business stake in it all, but he’s attracted to this type of culinary experience for personal reasons too.

“I love eating outside! We can all try different foods and sit outside, have a great time, run into friends, and it’s affordable. Your kids can run around, you can bring your dog, and run into people you haven’t seen in a while. It’s a community space.”

As for the food truck he bought in 2007, he’s still got it, and just recently decided to start renting it out.

“We actually just started using the truck I bought back in 2007. We’re not serving food off of it, but it’s great for demos for chefs who are considering starting their own street food business, or for someone who wants to try it out before considering buying one for themselves. And it’s got televisions attached to it so it’s great for broadcasting Giants games.”

Off the Grid
Various locations throughout San Francisco. Check out their website for exact days and locations.
@sfcarts
facebook.com/offthegridsf

Food, San Francisco

Life After Gourmet is Good: A Chat with Ruth Reichl

Posted on Friday, April 1, 2011Monday, April 4, 2011 by virgoinwonderland

Ruth Reichl is one of the most influential names in food. Her storied career includes stints at the Los Angeles Times as a restaurant critic and food editor, as well as the restaurant critic for the New York Times. She is also the author of five bestselling books, the recipient of six James Beard Awards, and spent 10 years as the Editor-in-chief of the now defunct Gourmet magazine.

But as any resilient woman will tell you, when one door closes, a few other doors open. She’s now an editor-at-large for the mega-publisher, Random House, is currently writing three new books, and on April 6th, will make her debut as one of the new judges on Top Chef Masters.

She was kind enough to carve out some time to chat with me while on a recent trip to Palo Alto for a speaking engagement. I asked her about how life has changed since the closing of Gourmet magazine, how she feels about food bloggers, and what she really thinks about Ruth Bourdain.

ELAINE: What was life like after Gourmet magazine shut its doors?
RUTH: At first I thought, “Oh my God, I’ll never have another job!” and I immediately made a deal to write three books, which I’m working on, and that’s great. I’m finishing my first fiction novel, and I promised to write a cookbook and then a memoir about my time at Gourmet and its closing.

But then about eight months after the magazine closed, I was literally getting a job offer a day. The most interesting is one I can’t talk about. Let’s just say it’ll be the food magazine of my dreams. I’m very lucky. (NOTE: We know now that Ms. Reichl will be running the Gilt Groupe’s “Gilt Taste” website.)

ELAINE: And you’re going to be on Top Chef Masters! What made you want to take that offer?
RUTH: I just thought it would be fun! I was kind of curious about how reality shows worked and it seemed like a learning experience. But I had already agreed to be a fellow at Dartmouth, so I’m not in every single episode.

ELAINE: What was the experience like?
RUTH: Top Chef Masters was such a surprise. They could not have been more passionate and respectful of the chefs, judges, guests and I loved every minute of it. And they take it all very seriously. I thought the judges would surely have to lean on the producers to make the decisions about who gets cut, and the producer probably would’ve liked a different outcome in some cases, but I never heard it from them.

And Curtis Stone (the new host) is so good looking, you’d think he had to be an idiot. But he’s so smart and has a heart of gold. He’s honestly one of the sweetest people I’ve ever met. He insisted on cooking for the entire crew a multi-course meal after the show wrapped. He’s totally for real. I was so sorry when it was all over. It felt like family. You really get to know everyone. It’s very intimate.

ELAINE: What are your thoughts on the new Gourmet Live app for the iPad?
RUTH: …I’m not going to say. It is what it is.

ELAINE: What do you think about the new generation of food bloggers? Are they changing the landscape of food writing in general?
RUTH: A lot of them are really, really good. I think it’s changed for restaurant critiquing in particular. You can read 30 reviews and make up your mind yourself. A professional restaurant critic’s word shouldn’t matter that much. People should bring their own intelligence to it. What real criticism should do is give you a better way to appreciate food and give you the tools you need to enhance your experience, good or bad. And food bloggers have put the burden back on the professionals to be good educators and good writers, and maybe even be a little bit more humble about their own opinions.

ELAINE: You’re fairly active on Twitter. Why do you use it?
RUTH: I just don’t have time to keep up with so many blogs. But if someone I follow on Twitter tells me to read something on a blog, I will! I love the social and political aspects. There are people I don’t see much but I keep up with them on Twitter. And as a writer, I feel like there’s a voice that I didn’t know I had using Twitter. There’s a real discipline to putting something into 140 characters. I’m trying to actually make a word picture in 140 characters and it’s been really fun for me. It turns out to be a very natural voice for me.

ELAINE: What do you think of Ruth Bourdain getting nominated for a James Beard Award this year for Humor?
RUTH: I think it’s great! I agree with Tony Bourdain! If we can’t have fun with food, what are we gonna have fun with? I hope he/she wins so they’ll have to get up and accept the award!

But I actually think it’s a “he,” and I don’t think it’s any of the people that have been talked about. I think all the theories about who this person is are all wrong.

ELAINE: As a former Bay Area resident, what do you miss about the area?
RUTH: At the moment, if you go to the farmers market in New York there’s not much. In the Bay Area you’re spoiled with fresh produce year round. I really miss that. And there’s an incredible energy with farmers and food producers here. There’s a great artisan food community here that you don’t get anywhere else.

Dinner, Food, Lunch, San Francisco

Bar Tartine Is Worth the Wait

Posted on Monday, March 28, 2011Monday, April 18, 2011 by virgoinwonderland

Brunch nirvana. That’s what this was.

First off, I’d like to say that it’s so nice to see a restaurant that’s totally deserving of all the hype it’s received.

Second, I feel like I’m the last foodie in the Bay Area to go to Bar Tartine. Regardless, this is now my favorite brunch place in San Francisco, despite it’s location in one of the most hated parking neighborhoods in town. Fortunately, there’s a parking lot on Hoff and 16th Street that you can take advantage of, or just arrive before 11am and park on Dolores. You’ll do just fine.

With places like Delfina, Bi-Rite Creamery, Delfina Pizzeria, Farina, Luna Park, and Andalu all within a four-block radius of both Tartine Bakery and Bar, it’s no wonder this part of the Mission/Valencia is swamped with cars.

Anyways…

It started with the welcoming and gracious host. He was so welcoming it felt like we’d just come to his house for brunch. Even our waiter, once we were seated, was genuinely and surprisingly friendly.

We debated for a while and then finally decided on the French Toast with Marinated Apples and Walnuts, the House Cured Bacon Tartine (like a panini) with Roasted Potatoes, and the Eggs Benedict on Brioche with Arugula and Ham.

Awesome. Just awesome.

When a place is this famous for its bread products, it’s really the cornerstone of all their dishes. Fortunately, it’s also what makes them phenomenal.

And the elements on the plate were deliciously simple, fresh and perfectly prepared. Nothing was overcooked even a smidge, undercooked even a second, carelessly plated even an inch. And what was truly amazing was that this was true from the service to the food.

But what’s even better is that it’s all served up casually, effortlessly, and without pretension. It feels like your neighborhood cafe, but the food, the ingredients and the styling all taste like they came out of a 4-star kitchen.

The poached eggs on my Eggs Benedict were wonderfully runny and a bright yellow, the arugula superior in freshness and the brioche was soft, fluffy and subtly sweet. It was prettiest, simplest and far and away, the best version of this dish I’ve ever had (and I order it A LOT).

I also got to try some of the French Toast, which was amazingly light and only subtly sweet, letting the excellent bread shine through. The accompanying apples were still firm, not mushy. A great way to highlight the beauty of the fruit.

And the Bacon Tartine was the perfect blend of smoky meatiness. I loved how it wasn’t too salty, which is how 80% of the bacon I’ve ever eaten tends to be. And a less than crispy, crunchy panini is always a disappointment. No problem here. And a little ripe avocado added the perfect creamy textural contrast and freshness.

And the dessert was literally the icing on the cake for our dining experience. I was almost afraid it wouldn’t live up to the rest of the meal. I also appreciated how honest our waiter was, telling us the sorbet with prosecco was a little on the sweeter side for a brunch dessert. We promptly decided on the Lemon Pudding Cake with Huckleberry Compote and Hazelnut Biscotti. Again, just divine. The texture of that cake was a cross between the creamiest cheesecake and a moist lemon cake. I don’t know why or how they do it, but it was “just” tart enough, “just” sweet enough, and “just” the right portion.

It was simply the best brunch I’ve had in years. Period.

Dinner, Food, For Kids/Parent, Lunch, Peninsula, San Francisco

Shanghainese Food: What to Get and Where to Eat

Posted on Monday, March 21, 2011Thursday, March 17, 2011 by virgoinwonderland

For most Americans, Chinese food is about Fried Rice, Chow Mein and the occasional Kung Pao Chicken. But China’s a big country, and just like in the States, each region has its own specialties.

For example, the food in Northern China is very different from Southern China. You’ll find a lot of stir-fries and rice dishes in the South, which is much more common in American Chinese restaurants.

Up North, though, the winters are longer and colder, hence their food is richer and tends to be a little heavier (braised meats and doughy noodles and dumplings). It’s good comfort food.

The food from Shanghai is no exception. Here are some tried and true favorites you’ll find at a typical Shanghainese restaurant. If they do these dishes well, you’ll be golden.

Lion’s Head Meatballs are named aptly for the way this dish was supposed to look. The dish usually has three ginormous pork meatballs, and is served on a bed of greens, which resembles the lion’s mane.

You can usually find this dish as a soup or braised. I prefer it braised, personally. The sauce is much richer and deeper in flavor. They start with ground pork and add in some finely chopped shiitake mushrooms and sometimes water chestnuts for texture. But a truly good version of this dish will also have the addition of anise, cinnamon and cloves, usually from a five-spice powder blend. The meatballs are then fried and braised. The flavors are very different, yet the ingredients are totally familiar. It’s such a fabulous dish that has a lot of warmth from the spices and goes great with some steamed white rice.

Pork Chop Rice With Greens is a very traditional homestyle meal. What makes this dish different is that chopped bits of baby bok choy and smoky ham are all cooked together with white rice to get a wonderful melding of all three flavors and a stickier rice. Add to that some golden fried pieces of pork chop and you’ve got a one-pot meal, Chinese style.

This is a wonderfully unusual take on veggies. Here, soybeans (edamame) are stir-fried with preserved mustard greens that add a nice tang and crunch. For protein and even more texture, tofu skin strips are thrown into the mix. It’s a dish that’s both mild and flavorful at the same time. It’s great mixed into a bowl of soup noodles, too.

Soup Dumplings (or Xiao Long Bao) are probably the most recognizable Shanghainese food item to those even remotely familiar with the cuisine. They’re called soup dumplings for the pocket of meat juices that end up on the inside of that delicately thin dough. If the doughy exterior is too thick, that’s a restaurant you don’t want to go back to. Getting the perfect mix of thin dough and flavorful meaty interior is an extremely difficult task. And you want to eat these babies when they’re fresh out of the steamer, otherwise they get gummy.

For novices, just place one dumpling very carefully (so you don’t rip the dough) onto your Chinese spoon. Take a small bite out of the skin and let the soup spill into your spoon. Yummy soup is another good sign of a great dumpling. After you slurp that up, dip the dumpling into the accompanying black vinegar and ginger sauce.

Enjoy…and if it’s good, you definitely will.

So if you love Chinese food, you might want to think outside the takeout box and look for more regionalized Chinese fare. You’ll never look at Kung Pao Chicken the same way again.

Shanghainese Restaurants I’d Recommend:

SHANGHAI DUMPLING SHOP (Michelin recommended in 2010)
455 Broadway, Millbrae
(650) 697-0682
Must try: Soup Dumplings (Xiao Long Bao), Braised Lion’s Head Meatballs, Stir Fried Rice Cake

HAPPY CAFE
250 South B St., San Mateo
(650) 340-7138
Must try: Pork Chop Rice, Spicy Dry Cold Noodles w/Cucumbers & Pork, Boiled Chicken w/House Dressing

SHANGHAI DUMPLING KING
3319 Balboa St., San Francisco
(415) 387-2088
Must try: Soup Dumplings (Xiao Long Bao), Lion’s Head Meatballs Soup, Soup Noodles w/Pork and Preserved Vegetables

*This post is cross-posted on KQED’s Bay Area Bites.