Results for articles with tag 'anthonymyint' (2 total)
08/09/2024 02:05:17 PM 
1. Tell us a brief history of how Mission Street Food came into being?
The current incarnation of MSF came about in a rather piecemeal and organic way. I was happy working at Bar Tartine, but had been there for a long time and had learned each station and seen the chef's repertoire for more than one cycle through the seasons. I started to think about ways I could still work at BT, but keep learning. I sublet a taco truck which, historically, parked near my house on Friday and Saturday, on Thursday--my day off. Some friends wrote food blogs publicizing the endeavor and, much to my surprise, there was a line before I had even set foot in the truck. After a few weeks of increasing popularity a real estate mogul complained and basically harassed us and continually called the police. We decided not to get into a fight about it, and went door to door in the neighborhood looking for space to continue. After the Chinese restaurant operation was successful we decided to invite guest chefs to join us--as both a way to keep things interesting and also to make things manageable for me (in terms of sheer volume of food preparation--I was working full-time during this whole process). Eventually I left BT amicably to pursue MSF full time and opened for a second day. We also introduced the charitable element, which I'll address later.
2. Do you see Mission Street Food as part of a new movement for eating out and do you see it being replicated in other parts of the country/world?
SF has already seen the emergence of gourmet street food or occasional restaurants, which is not surprising, given both the current economic climate and that it is a natural niche. I have a received a few emails from people interested in starting similar things, and asking for advice, so maybe. In terms of what we have called "an indie chef movement" though, I don't know because we are not even overwhelmed with interest by cooks.
3. If you had more resources available to you, what would you do?
I originally wanted fine dining experience to make good (technical) but affordable food in a chain setting with the profits going to charity. MSF was never intended as a realization of that goal--just a thing on my day off. As it grew in popularity we just added that charitable element. That said, I would love to expand, and in doing so, possibly start a movement in which charity is the next "green"--that is, a viable marketing strategy.
4. How do you select the non-profits you work with and why do you feel this is a vital part of what you do?
The specific non-profits are hunger related because it seems like a good resonance with a food business. Also, I don't know if we try to reinforce this line of thinking, but if it were like cancer research, a customer's donation might account for like 0.0000000001% of an eventual cure or progress, whereas with hunger it's like your meal just bought a family groceries for a week or something. Like I said though, we don't really talk about it because it seems maybe a little preachy.
5. Who and what inspires you?
I don't really know. I think being disappointed in a lot of things (like say sandwich shops in SF), or just seeing a lot of overrated things (like MSF has become) motivates me to try and do some of those things better. Maybe also the desire to do some kind of good, even if only an arbitrary one--you know ease the ol' conscience for living a cushy middle class American life while half the world suffers.
Posted by Ed Cotton
08/02/2024 03:30:51 PM (4)
(4) For the last six months, it's been the talk of the town and way beyond, because it shows an almost telepathic understanding of what the twenty-something crowd is looking for from food right now.
Here's how it works.
MSF "leases" a Chinese restaurant on Mission Street for two nights of the week and invites guest chefs to come in and create menus and prepare meals.
What Can Brands Learn from MSF?
1. The Power of Surprise
MSF is based on a pretty smart assumption, people like to try new restaurants all the time, which makes it hard for a single concept to gain traction and gain a group of loyal customers. In a world of hyper-instant gratification, people are constantly demanding for and seeking out the new.
How does your brand surprise its audience?
What are you doing to prevent brand fatigue?
2. Partnerships and Collaboration
MSF partners with a Chinese restaurant to host the events, it gets access to its kitchens and staff and it also partners with guest chefs every night. MSF is really a facilitator to the process.
Who is your brand collaborating with to add value?
3. Understanding the Audience
MSF gets who it's audience is and what they want. They know this is an audience that is easily bored and is looking for culinary surprises. They know they are prepared to trade off ambience for food quality.
Does your brand know its audience?
Do you know what they are looking for from you now?
4. The Concept of Value
MSF gets value right. This is of course not about low prices, but instead the combination of price and quality. The interesting items on the menu are priced perfectly to acknowledge the audiences understanding of value. There's no sense you are paying for the priviledge of eating there.
Does your brand have its pricing right?
Do you know what people are prepared to pay?
Do you have value add and do you know what it's worth?
5. Giving Back
MSF gives back profits to local organizations and non-profits giving diners another reason to eat.
What is your brand giving back?
How are your causes tied to your brand?
How open are you about your contributions?
6. A Story
MSF has enough layers to build a great narrative including its original incarnation as a taco truck.
What's your story?
How do you share it?
How are you building on it?
Posted by Ed Cotton
Articles for tag anthonymyint (2 total).