It’s not too soon for the L word. The different between craft and commodity is that a craft is made by someone who loves it. Names it. Talks to it.
Craft has a story to tell, and by serving up fresh perspectives on traditional recipes, we get to be a part of it.
When it’s told right, it almost sings. It makes you dance. At the very least, it gets you talking. So we treat every menu item like a conversation. Most people don’t know that the Banh Mi is both French and Vietnamese, or that 1 out of 10 Shishito peppers is a spicy rascal. If you didn’t, now you do. There’s something infinitely more satisfying about a meal with a story than a mouthful of supply chain opportunities.
When Chef Brandon Price discovers a recipe, he opens a history book and recrafts it with the reference arsenal of a Wikipedia article. If people love it, we bring the recipe to our teams, select ingredients to standard and source local where possible. Oh, and give away a sandwich every time we sell it.