Taking a page from Paula Dean, Food Network’s super chef known for her Southern home cooking, McDonald’s is offering free Southern Style Chicken Biscuit with a purchase of a large drink. Today only. Dubbed the a.m. style biscuit, two home made biscuits between a chicken patty. The p.m. version is a sandwich. For full details, click on this link.I am not too crazy about the idea. First, it is nothing innovative. Chicken and biscuits, where’s the gravy. Now, a ladle of gravy (lumpy) poured over my chicken biscuit, now that’s an idea. But wait, that won’t get past the legal department. Gravy too hot! Remember, a few years back. The infamous coffee spill. Hot coffee spills on a patron. She sues and granted a few hundred thousand dollars. So, no gravy.
Here is your dose of Law and Order: Food Division. For details of the court case, click here.
Consultant hat.
Well, lets break down the food cost of this commotion promotion. First, biscuits are not worth much, mainly flour. Chicken is one of the least expensive meat. Sure, you’ll end up buying a large soda that is probably worth $.15 cents in food cost. Soda is cheap. Carbonated water + syrup. The cup will cost Mickey D’s about $.5. So, the “meat” of the cost is in the marketing. Think human behavior. The goal of McDonald’s is to have your happy feet walk through those doors. Reminisce about your childhood, playing with the Mario Brother Happy Meal toy. In sales, it is called a lost leader. Retail stores simply have it down to a science. Patrons are lured in through the door and end up spending more than they thought they would. BigMac, french fries, and apple pie. For the record, my favorite sandwich was the McRib. Tangy BBQ sauce smothered in a tender pork patty. View the McRib commercial. A cross promotion between NFL Broncos team and McDonald’s. After being in the food marketing business for many years, I consider McDonald’s a champion in the real estate and marketing company.
My idea of a great breakfast are some great eggs, hazel nut coffee, hash, and corn beef.
Jack in the Box, the King of fast food advertisements, sits on a throne far apart from the McDonald’s and Burger King. Using humor as a tool, the commercials command attention and portray a blunt silliness. After all, Jack is a clown. Ads aim to create two goals. Commercials that stick (can be remembered) and ads that create word of mouth buzz. Eventually, this leads to sales. At least, that the very idea. Harsh competition is an understatement in terms of the fast food world. Imagine having seven bucks for dinner. With a panoramic glance, one twirl around the food court at the mall gets me confused-too many choices. Like any great poker game, Jack has increased the ante. With creative innovation, Jack had created a video game to introduce their new BBQ Sirloin Burger.
It is a Western shoot them up game. Point, and shoot. At the end of the round, you’re rewarded a coupon to sample the beefy burger, the BBQ Sirloin Burger. Times are changing, and this is a pivotal example. Fast food once focused on food, but with the advent of the internet, fewer and fewer people are watching television. In the past, the commercials would feature customers biting into a juicy burger. Now, the primary goal is to build attention. More information about the food product can know be found online. Our human behavior is that we want to eat things instantly (fast food) and watch things we want to.
Try Hulu.com. It is collaboration with a few major studios including Fox and NBC that allows internet users to view free television shows and some movies. Essentially, fast food advertising spending will increase exponentially as the internet continues to grow. So, what the heck does this mean for you. Sure, we learned from economics 101 that competition is good since it keep prices low and consumers become king. More importantly, the fast food industry can no longer rely on food products as their core attraction but the need to add a dash of interactive games, a sprinkle of humorous skit in commercials, and a shower of contests just to draw our attention. So be ready, the beginning has arrived and the end is not near.
Consultant hat.
When I was the marketing manager for a Hawaiian franchise, I knew that we could not compete against these multi-million dollar fast food companies with a big budget and year of brand equity (a big word for what a brand is worth). Instead, I strategize and focused on targeting high schools. I emphasized on hiring the captain of a football team. After all, he is the jock of the school and an influencer. He draws the crowd. A great company that followed this strategy is UnderArmour.Once the David in against the Goliaths (Nike, Reebok) in the athletic apparel business. They focused on grassroots efforts marketing to high school sports. Soon enough, their apparel known to stay dry in sweaty conditions grew.
Overall, Americans love entertainment and the creative ad guys know this so the extinction of these creative viral adds is not near. With the over selling of fast foods, the rebirth of diners has sprouted. A niche of patrons finds create value in a neighborhood eatery serving homemade meals and where waiters know your name. It is not surprise that Diners, Drive-ins and Dives on Food Network is a big draw. Don’t forget to give Guy most of the credit, his high impact energy makes the show a crowd pleaser. Road food as they call it is now a sensational hit. Visit Roadfood.com for a list and let me know if you stumble upon some of these.
(Bordain at El Bulli. Top notch fine dining restaurant)
(Bordain eating fetal duck egg: I ate it before in high school. My braces caught a few feathers)
It’s late past midnight. But I will sleep well tonight, thanks to Bordain. In the past few years, guilt lingered through my soul each and every time I tasted foie gras. Whether at Gary Danko or Ritz Carlton Dining Room, I had to have the treasured delight. The buttery texture amplified by a sharp nutty note best describes the goose pate. Stumbling upon the foie gras video, I rest at ease knowing that the goose was not harmed just to please my insatiable palate. The video is not only entertaining but confirms the many reasons Bordain has a cult following. Aside from writing Kitchen Confidential, this brash host has gifted many food viewers a rare treat into tasting food as an adventurous daring journey. Sure, he fluently blends humor along with cultural back stories. But he sets himself from other food show with his down to earth and in your face blunt narrative. As somewhat intelligent beings, we can see through the marketing fluff on most packaged goods. A few minutes ago, I just ate Cheetos White Cheddar. On the top left corner, advertised “limited time only.” Coming from the marketing world, this is just bull crap.
If the food chefs were all on a race track, I would bet on Bordain to have one of the most highly rated shows. Like notes in a hip hop song, his narration is fast and unpredictable. In the rhetorical world, ladies often ask “do I look fat in this dress?” For once, I can imagine a food show host that would set aside all surface level chatter and say “yes, you do look fat in that dress. Now lets go fill out that dress even more with some chicken curry.” With his skunk colored hair, chopsticks in his right hand while puffing a cigarette in his left, Bordain can be considered one of the pure upstaged food show host I have seen thus far. So rarely, can an entertainer draw the audience and mystify them in a food horror show. Sure, he has eaten cow testicles and fetal duck eggs, but viewers have been introduced to the true ethnic cuisines of the world. My take is that the American palate is very Kosher and safe. Hot dogs and hamburgers make up the meat of the industry. If you have been looking for Bordain, look no further. He left the Food Food Network and now has his own show on the Travel Channel keeping most creative control.
Consultanat hat.
Behind the initiative of every food show, are ratings. High ratings result in the networks ability to demand more money from advertisers. Bourdain has a cult following because he is authentic and says anything on his mind without caution. He sings the perfect note for a niche group of people who sickly enjoy the adventure of devouring unique finds from testicles to frog sashimi. This feat itself has created a sensational word of mouth advertisement for Bourdain as the chef that eat grotesque delights. His weakness surely is that he does not teach you how to cook since no recipe is revealed. Instead, sit back and relax. Enjoy a world mystified by foreign delights.
Looking through the beautiful models in People magazine, my esteem lowers like boiling temperature in a once confident robust oven. With plump lips, flawless skin, and abs to die for, it is no wonder that many Americans worship these celebrities. But I took major relief when I viewed pictures of celebrities with out make up. The matter of fact is that we are visual animals and are attracted to beautiful things. Many people forget that food also needs some make-up. In the industry, we call this food plating or food styling. Unlike the cover of Gourmet magazine, I don’t use any artificial substances to shoot any of my photos. I’m the real thing. What you see is what you get. After all, I want to be able to eat my creations. In food styling, photographers often us glue as milk or clay to mold into different food items. Not me, all 100% natural.
Yearning for something tangy and cool, I opened a pack of Myojo cold noodles. At $1.19 a pack, you can find them at your local Asian grocer. The noodles are chewy and only need to be blanched (quickly boiled) for no more than 3 minutes. The sauce is a great pungent mustard sauce with tangy taste from vinegar.
Adding character to the dish, I scramble some eggs. The trick is to fry eggs at medium heat and then use the end of wooden chopstick to create bright yellow curds. Add mirin (Japanease rice vinegar) and a pinch of salt & pepper for taste. Add contrasting color with walls of seaweed. Add extra virgin olive oil in pan and brown oils until they caramelize on low heat.
Plating is key. Never overwhelm a dish with too many ingredients. Noddles play center stage right fully so. A few onion slices for crunch and sliced grape tomatoes add sweetness. Not only refreshing, but he dish is light and flavorful.
Consultant hat.
Restaurant owners rely heavily on word of mouth to generate new business. Food presentation is key since it separates you from the competition. Also, diners love to share their food photos with their friends. Remember, the key is to provide an experience and food plating enhances this.
Give me a quickie. Irritated from the 80 year old lady talking so loud at YMCA hot tub, I needed release. To be more exact, I need comfort food. Racing home, I grab my bag of Ajinomoto gyoza’s. Put a few, 12 to be exact, and wait 5 minutes for these miniature delights to cook. Hearing the sizzle only increases my hunger. Backpacking in Tokyo a few years ago, I learned more about gyoza. After an exhausting ten hour work day, the Japanese salary men/women dine out with co-workers as a social event. Really, to bad mouth there superiors or complain about the mundane life. One thing I can count on in Japan are eateries that master a specific dish. Tempura houses have mastered frying shrimp and vegetables to a science. Cripsy buy not greasy. As for gyoza houses, they are quick meals best served with a bowl of boiled edamame beans and a bottle of Japanese beer.
Cooking instructions:
To pan fry, add four oz. of water. Cover with a lid and cook for 5 minutes. The water will evaporate and a create a crispy bottom. The skin is chewy and the tender meat is seasoned well. These bites are minature in size and I can easily eat 15 in one sitting.
Sauce: Dip gyoza into Ponzu (Japanese citrus sauce) and a few sprinkles of lime to round out the dish. Chop some green onion for added crunch.
Food consultant.
Skip down the isle of your frozen food sections and there are hundreds of items to choose from. Frozen foods are great industry since spoilage is not high. Spoilage are food items that must be thrown away because they simply rot and become bad. As oppose to growing lettuce that spoils in a few days, manufacturing gyoza’s can last long. There are two keys to increasing your sales. One is distribution. Ling Ling’s potstickers has done a great job getting into Costco. Attend a frozen food trade show and find a broker that can present your product. Also, sampling increases the chance that a person will buy your product. It works. Go to Costco and you can see stations of food manufacturers giving out samples. I would target the college campuses. College students are stressed out with exams and time is a big constraint.
In the past weeks, I have had horrible dining experiences with poor service. Like Indiana Jones searching for the Holy Grail, hope is the only element I can truly count on. After an exhausting search, wiping the sweat off my forehead, I found one. Truly, a first-rate dim sum restaurant along with a welcoming staff is hard to find. Mayflower Restaurant delivers all of this and at a neighborhood price. Walk through the fresh seafood tank, and you will find a sea of diners sipping tea, searching for their next dim sum conquest, and reading Chinese newspaper. Although parking is scarce and the wait may be long, the delicious end prizes are well worth the wait.
Ambiance: When our number was called, a smiling host escorted our party to the table. A few selections of tea are available, but jasmine with just the right level bitterness and cooling effect pairs well with dim sum. Loud noises fill the restaurant as patrons holler to get attention of the dim sum servers dressed in charming vests. Aside from discussing food, the staff and patrons cheerfully chat with each other from topics such as politics to the high cost of housing. From the numerous times I have been at Mayflower, the servers welcome questions and offer suggestions according to taste and texture.
Best Seat: March toward the corner table by the window for a panoramic view of the neighborhood Russian church and local street business. Fried: Meant to be eaten family style, dim sum encompasses not just different flavors and textures, but distinct cooking methods are used to enhance taste from steaming to pan frying. Near the side wall, a mini pan fried station serves made to order pan fried dishes. Crispy on the outside and soft on the inside, the rice noodle roll with a few sprinkles of dried shrimp acting as a savory enhancer ($2.15) is served best with a touch of sweet hoisen sauce. Filled with shrimp and bamboo shoot mixture, the crisp spring roll ($2.15) skin shatters with one bite. Steamed: Served in a bamboo rack like most steamed items, the siu mai (mushroom and pork mixture topped with fish roe wrapped wonton skin-$2.15) cleverly demonstrates a chewy texture from the wonton skin that goes well with the meaty filling. Soaked in a sweet and savory sauce with a slight bitter taste from black bean, the steamed chicken feet ($2.15) resemble the texture of bone marrow. Slightly sticky translucent skin wrapped in a plump shrimp and bamboo filling, the shrimp dumpling ($2.75) heightens with a slather of yellow mustard. With a buttery texture, comfort food lovers should order the steamed turnip cake (diced turnip served in a sweet soy sauce -$2.75) which literally melts in your mouth. Dunked in black vinegar for tartness, the shao lung boa (minced pork filling wrapped in a thin wonton like skin -$2.75) allows patrons to experience a rushing burst of scorching soup surprising the palate caused by the slightest puncture. House special: Served uniquely at Mayflower, the chef shows their creative side by combing two dim sum dishes into one spectacular bean curd rice noodle dish. The perfect combination of soft and crispy, the deep fried bean curd shrimp roll ($4.75) is cleverly wrapped in rice noodle accented with a sesame sauce for required sweetness. For a rustic selection, the rice clay pot (marinated chicken with sliced mushroom-$3.90) rounds out a good meal. The rice is flavored from the aroma of earthy mushroom and seasoned chicken during the cooking process. The pineapple crusted pork bun ($2.90) demonstrates the balance of sweet and savory flavor. The sweet flaky crust blends well with the inside filling, chopped pork bathed in sweat, sour, and tangy BBQ sauce. Rewarding my taste buds after a few passages through savory town, a silky tofu bathed in a sweet thin brown sugar syrup ($2.15) makes a great light dessert. Dim sum industry: Albert Yau, manager of the Mayflower Restaurant group, explains that dim sum has been popular because it offers “small portions and more choices.” Diners can sample a myriad of flavors and textures at reasonable prices. For the entire meal, I spent $36 for three people. The Mayflower décor does not exhibit luxury or gala. Instead, it serves as a casual gathering place to experience delicious dim sum in a neighborhood setting without the hefty price found at Koi Palace or Yang Sing.
Consultant hat.
The margin for dim sum is very high. Food cost is around 20% for most dishes. Take the shrimp dumpling as a good example.
Lets do the math. Comes in four per bamboo pricing around $2.50
(20% X 2.50) = $.50
Meaning, we have $.50 for food cost.
$.03 =wheat flour and potato starch
$.20 = filling (shrimp,bamboo shoot)
$.12 = labor (.05 for salary .05 for workers insurance)
$.05 = plate cost (use of bamboo steamer)
$.10 = fixed cost (rent, electricity, water, gas)
Total equal $.50
so for every shrimp dumpling order, you get $2.00 in net profit. Although margins are high, great dim sum chefs are hard to find. Their salary will likely range range from $55,000 to $65,000. Dim sum is an art. Shrimp dumpling requires the right consistency.
Restaurants such as Mayflower serve dim sum not as a profit maker but to build branding and loyal customers. Most of the money is made from filling tables for dinner.
(video source: Youtube,photos: click on thumnail to enlarge)
As a published food writer and blogger, I often am asked “can you cook?” In my British accent I answer, “but of course.” “But of course” has been a line made famous from the marketing genius of Grey Poupon. Walk through the condiment section of your local super market, and there are hundreds of choices. Grey Poupon has cleverly created a marketing strategy that has broken through the noise and clutter in the condiment industry.
Differentiate.
Differentiate or die is the truth behind the food business. Grey Poupon package their dijon mustard in glass bottles to portray a premium brand so that they can charge more. A hint of wine is also added to create a distinct flavor. Kraft has done a great job in maintaining Grey Poupon as a premium mustard brand. I think they should produce a new rendition of the classic Rolls Royce commercial.
Food.
Traveling around the world, I learned how to make food that taste great but with ease. Try buying short ribs which are around $1 for each rib. Layer a thin coating of Grey Poupon on. Next, a dash Kosher salt, not table salt, on the ribs and add sliced garlic. Pop into oven and broil 350 degree for 20 minutes. Let it rest for 6 minutes. The result: meat that is tender, juicy, just like prime rib. And the process, “set it, and forget it.”
Also, try a great light dressing. Combine 1 tablespoon of Grey Poupon with 3 sprigs of chopped mint, fresh ground pepper, pinch of Kosher salt, 6 oz of extra virgin olive oil, and 1 tablespoon of mirin. Mix and serve. The result: light tangy dressing. This dressing is also great drizzled over oysters on a 1/2 shell on a BBQ grill.
Food Consultant.
You have seen it on Food Network. Yes, you can bottle your own sauce, manufacture it, market it, and make a fortune. Not so fast. There are bizillions of sauces in America. First, ask you yourself this. Are you filling a demand or creating a supply? A few years ago, I was the marketing manager for a Hawaiian BBQ restaurant. They thought about bottling their sauce. But was there a demand? No. Listen carefully to your friends. Look for trends. To succeed, the food business is like basbeall. Anticipation is key. By the time the ball comes your way, it’s too late. If you’re serious about the industry, read trade journals. The association for sauces and dressing is a great way to start.
Lets break it down.
1st base: recipe. Start small. Try your sauces at Farmer’s market. Get feedback and make your mistakes there. I don’t know any successful entrepreneur that has not “failed their way to success”. When you ask feedback, be specific.
-How much would you spend on dressing?
-What is your favorite brand?
-Do you look at the nutrition labels?
As a bootstrap entrepreneur, your Research and Development is the people you meet. 2nd base: contact manufacturers. A bottling facility may be around your area. Don’t focus on $800,000 on buying your own bottling plant. Instead, talk to smaller bottling groups and ask them to bottle your sauces for you. They have the fixed cost of equipment and labor so let them take the risks. 3rd base: attend trade show for sauces. You will meet distributors that may be interested in being a representive for you product. These rep have relationships with buyers from Costo,Target, and other big box stores. Be seen, be heard. Home run: 1st year, set you goal of being part of a number of people who will distribute your products.
Trends: Green is in. No doubt. Are you able to produce packaging that is 100% recycled. Organic. People want to eat more healthy and live longer. Using orgainic ingredients may cost more, but you’re targeting a certain niche. Fun. Don’t forget the fun factor. Make a dressing that combines pineapples and mint, great for reducing heat from buffalo wings. Name it “Fire Extinguisher.”
Hint: Avoid the crowd. If you’re making an Asian sauce, don’t market your sauce in Asian. Try the Midwest. Consumers they are thirsty to taste ethnic “pie.” Chinese chicken salad is popular in the Midwest, not Asia. I remember being in Chicago for work a few years ago. A white co-worker from Minesota told me he love crab rangoons. Potstickers filled with cream cheese and fried. That is not real Chinese food, most of us are lactose intolerant. Funny story.
note: I left a lot of details with financing, marketing, and sales. Feel free to comment and email me if you want more advice. Don’t forget about your exit plan. In the long run, do you want a bigger food company such as Kraft to buy our your sauce company.
I dined at Pagolac for the first time around four years ago. Jen H, my resident Vietnamese food expert, introduced me to Pagolac. Just like visiting an old high school friend, things have changed but for the better. A newly remodeled decor yet the food remains exciting. In the past few blogs, I have ranted about bad service. Thankfully, I can say without hesitation that the service at Pagolac is not only great but worthy for many restaurateurs to follow.
Pagolac has arrived to provide an authentic Vietnamese restaurant experience in San Francisco. Vietnamese cuisine may be familiar to many San Francisco diners, but chef owner David Chan’s stirring dishes with alluring flavors could only be found in his restaurant. Served uniquely at Paola, Bo Mon 7, the seven course beef set meal, steals the show.
Embedded in a seedy neighborhood, patrons could easily sidestep the modest signage on the streets of Tenderloin. Once past the squalid street entrance, candles, mahogany tables, and chestnut walls create the feeling of a sanctuary. With dimmed lights and Billy Holiday in the background, the ambiance is modern and serene.
Food.
Typically served at weddings, Bo Mon 7 ($16) literally translates to “seven courses of beef” in Vietnamese. Manager Thomas Chan kindheartedly introduces each dish and suggests assembling techniques. I start my culinary excursion with Bo Tai Chahn. Purple onions and peanuts provide a nice crunch, while rare beef with marshmallow texture is marinated in lemon juice resulting in a sweet and vinegary flavor.
I then jump right into the next two beef dishes: the do-it-yourself courses. A vibrant medley of vegetables and herbs arrives. Coriander, mint, sprouts, cucumber, and lettuce act as cooling agents contrasting the sizzling beef. A plate of rice paper for wrapping and a bowl of hot water arrive. Dip the rice paper into the hot bowl of water, the rice paper turns translucent and soft in a matter of seconds. Now, its time for the assembly line.
In the Bo Nhung Dam, blushing beef sliced paper thin is lightly boiled in a vinegar and water mixture. Patrons control the wellness of the beef. The rice paper cleverly wraps the vegetables, herbs, and beef together. The chewy texture of the rice paper goes well with the filling. A slight dunk into the fish sauce provides a sweat and sour flavor boost. For an extremely pungent enhancer, dip the beef roll into the nuoc man sauce. Made from anchovy and pineapple bits, nuoc man heightens the rolls with a salty anchovy taste.
The next dish, Bo Nuong Vi, resembles the American steak. Swirled in a salty butter, thin slices of beef are cooked over a rustic grill. Skip the dipping sauce, the buttered beef is best admired with a few sprigs of mint. The remaining beef courses are cooked by the chef. A trio of beef skewer dishes arrives. My favorite is Bo La Lot, beef sausage wrapped in pepper leaves resulting in a smoky flavor. The sausage is chewy in texture, similar to a bratwurst without the casing. The natural spiciness from the pepper leaves round out the dish. The Bo Cuon Mo, grilled beef cloaked in carmarlized scallion marries tenderness with sweetness. With a beef jerky texture, the Bo Lui is a skewer of well done beef marinated in a sweat and savory glaze. Yearning a subtle flavor to balance the savory jerky skewer, milky beef rice porridge arrives (Cha Obo). Toasted broken rice creates a slight nutty taste that compliments the sweet minced beef perfectly. End the meal with Chuoi Chien Kem ($3.50), a dessert that focuses mainly on the contrast of texture and temperature. Four scorching and crunchy fried banana nuggets surround a scoop of chilly coconut ice cream.
Owner bio.
Behind this humble neighborhood restaurant, Pagolac has gone through some challenging times. In August 2005, owner Phuong Thi To died from a tragic automobile accident nearby the restaurant. As a tribute to their mother, To’s children continue to run the restaurant. As the head chef, David replicates her mom’s recipe while James, sous chef, artfully plates the dishes. With a constant smile, Thomas serves as a great wait staff. James said, “the restaurant filled the hole as a gathering place. It’s a place to heal. Mom was the center of the universe.” The union of an attentive wait staff, elegant décor, and exciting food makes this a great destination for Vietnamese food at neighborhood prices.
Food consultant.
After interviewing James, it is clear that his vision is to keep his mom’s legacy as oppose to expanding to make a small fortune. James shared an emotional story. After a San Francisco newspaper wrote a review about the restaurant, readers supported his family by dining at his restaurant after reading about the tragic death of his mother. I often advise mom ‘n pops not to spend their money on advertising. But instead, focus on great food, service, and provide customers with a dining experience like no other. Food writers want to write about magnificent finds. Surely, Pagolac can blossom in a less seedy area. With the drug, prostitution, and homeless problem, many patrons may hesitate to visit Pagolac in the Tenderloin. I can only imagine the bustling business if they located in a shopping plaza. Pagolac has differentiate themselves from other Vietnamese restaurant by specializing in the 7 beef tasting menu. Restaurant owners should take notes and do the same.
655 Larkin St (at Ellis St)
San Francisco, CA 94109
(415) 776-3234
Cash Only
Hours: Closed Mondays. Open for dinner only.
Tue-Sun 5:00 p.m.-10:00 p.m.
In the past 10 days, I broke my own record. Performing my civic duties, I dined out eight times contributing to our restaurant economy. Here is the list: San Tung/In -N- Out Burgers/Ming Tai/Hong Kong Mayflower Lounge/Gordo’s burritos/Shanghai Dumpling House/Yan Yan.
Today, I feature Hong Kong breakfast which is foreign to most people. Hong Kong breakfast is best described as a turbo charger for a round of hectic day. The British formerly colonized Hong Kong, so hints of British taste have influence the cuisine. This includes buttered toast and milk tea. This past Friday, I dined at a hole in the wall in the foggy Sunset district. Although this won ton house is famous for their noodle and meat ball sized won ton, they also serve value breakfast. I order the breakfast special for only $3.45 available only Monday-Friday. The special includes a choice from their “A” and “B” panel. Note: You will have to know how to read Chinese, this place does not cater to non Chinese population. Also, vegetarians need to stay clear from this place. I had trouble ordering but thankfully I was with someone who can read Chinese.
(partial list)
A Menu
- macaroni noodles in chicken broth
- ramen noodles
- Poridge
B Menu
- daikon cake
- fried Chinese doughnut wrapped in rice noodle
- rice noodle with dried shrimp
Ambiance. Hole in the wall. Waitress with an expressionless face. Think Chinese zombie. She looked so tired as if she woke up at 6a.m. from the rice paddy field. Come here for a taste of Hong Kong breakfast and atmosphere.
Food. For lunch, the won ton noodle soup (~$6) features a few meatball sized won ton and noodles in a broth. For breakfast, I tasted four dishes. Lacking salt and seasoning, the seafood porridge were showered with a few rounds of Chinese fried donuts. With a better savory touch, the preserved egg porridge was a better choice. The rice noodle with dry shrimp was nominal. The fried doughnut wrapped in rice noodle stole the show. Contrasting soft rice noodle, the crispy fried donut. A quick slather of the hoi sin sauce added needed sweet flavor. For better tasting porridge, try Hing Lung Restaurant in Chinatown on Broadway.
(674 Broadway,San Francisco, CA, 94133(415) 398-8838)
Consultant hat. Look around. There are very few Hong Kong breakfast places that have been successful reaching to the Chinese and non Chinese crowd. Margins are very high. Porridge is just mainly rice and water. Although the rice noodles are high in margin, labor cost is high. Very few chefs have mastered rolling rice noodles. It is an art. I enjoy Hong Kong breakfast but wish that their menu was more accessible. Customers who can not read Chinese warp them to a land of “lost in translation.”
P.S.: As you have noted, I take food personally. Food is the culturally language that unites people while politics may divide. Thus, I think that restaurant owners can truly show their ethnic pride and introduce their food to different customers. Financially, it makes no sense for restaurant owners to hoard their great Chinese food to only people in their community. Instead, make things accessible. An English menu would not hurt but only help their business. A great example is Din Tai Fung, one of the best pork dumpling places but they also have given birth to a community of diners that are non Chinese. (Read Ding Tai Fung Post). Thats just great. As a global traveler around the world, food is the closest thing I have to knowing a culture. During my college days at Berkeley, I love it. Berkeley is diverse in culture and the jazz tune was “down to earth.” Visiting Blue Nile, an Ethiopian restaurant, I learned about their food and culture. Behind every restaurant, there is story and an anatomy of culture.
2455 Noriega Street
(between 31st Ave & 32nd Ave)
San Francisco, CA 94122
(415) 681-0430
Its simple to stimulate your taste buds and activate your dance beat, dine at Cha Cha Cha. As festive as its name suggest, Cha Cha Cha serves flavorful food that represents flavors from Caribbean, Puerto Rico, and Cuba. Its not a surprise that customers would over look their mile long wait list. The triple crown offerings of delicious well-priced tapas, high-energy atmosphere, and perky sangria creates a loyal following.
Ambiance.
Located in the colorful Haight district, one step into the restaurant will transfer patrons to a Latin infused eatery. Don’t be overwhelmed by the long wait, instead salsa your way to the bar and order a pitcher of sangria, a Spanish wine punch flavored with fruits, at their minuscule bar. Reminiscent of a rock concert, the noise level makes intimate conversation impossible. Despite a raucous environment, the urban looking kind wait staff will meet your needs. Adorned altars devoted to saint gods of Santeria provide a sense of funky charm that matches wells with exotic dishes. Despite the loud noise, patrons can hear the clanging of pots and pans as chefs busily cook delights in their open kitchen.
Food.
Patrons are welcomed by a basket of bread and tortilla chips. Bypassing the entrée options, I dive into the strongly suggested tapas to enhance the festive spirit. Meant to be shared, tapas have been known as the “Spanish dim sum.” Fried till golden brown, the fried calamari (l-$6.75,d-$8) pairs well with the creamy garlic aioli. Tender black mussels (l-$6.75,d-$8.75) steamed in a saffron broth with onions for crunch moistens the palate. For a tangy citrus surprise, the ceviche (poached assorted seafood, in spicy lime vinaigrette served over a bed of mixed greens,l-$7.25,d-$8.75) cools the palate. Served in a iron skillet, the under seasoned Cajun shrimp (l-$7.25,d-$9) bathes in spicy milky cream sauce great for dipping in bread.
Mushrooms sautéed in olive oil, garlic, and sherry make a great subtle vegetable starter (l-$6,d-$7.75). Skip the house spring mix salad (greens served with coconut vinaigrette dressing-l-$4.75,d-$6), it lacks unique appeal and is merely an assembly of indgredients. For an inventive contrast of sweat and savory, caramelized fried plantans (sweet tropical banana,l-$6.25,d-$7.50) pairs great with buttery black beans chilled by dallops of sour cream. With a crispy carmalized skin and soft inside, the fried new potatoes (l-$5.25,d-$6.75) receives a flavor boost with the chile aioli. Served with a slight shower of coconut flakes, the caramel flan ($5.75)
Owner bio.
Owner Leon Pak, credits the success of his restaurant with hard work and a food critique that leading to a reversal of fortunes. In 1953, Pak, of Chinese decent, immigrated to Cuba by himself to assist with his grandfather’s Cuban restaurant. As an observant entrepreneur landing on American shores, Pak decided to open a Cuban restaurant in San Francisco since he saw too many competition in the Chinese restaurant industry. Lacking business the first two years, a food critic in 1985 awarded Cha Cha Cha with a five star food review and catapulted his restaurant to instant success. Pak acknowledges that listening to customers is a key to a restauranteur’s success such as reducing the level of spiciness in certain dishes. Cha Cha Cha clearly sets the mood for great night out of town.
Consultant hat.
Disneyland does not sell amusement park tickets, instead them sell family experience. Cha Cha Cha does the same. They don’t just sell food, they give customers a festive dining experience. For a few hours, diners get a glimpse of the fast pace and raucous environment of a hip environment attracting stars such as Santana. Their menu is simple and their food is in range. This means that their tapas include ingredients that are familiar to us. Calamari, beans, potatoes. The exotic touch comes from the sauces and decor.
