Celebrities are often part of
advertisement campaigns as ad agencies tend to believe that people attracted to
those celebrities will also decide to buy products used by them. Most of these
celebrities often come from the show or music business and only more recently,
mainly since the success of the Food Network channel, we have started to see
chefs as main characters in some advertisements. Most of these celebrity chefs,
like Mario Batali or Bobby Flay, have become such household names even to
people who are not really interested in food that their images somehow got
detached from cooking itself. Customers
recognize them as being involved with cooking but most people will have problems
to actually specify in more detail what kind of cuisine and cooking they
represent. At the same time in today’s world of increasing importance of a
diverse set of social media, ad agencies have recognized that it might have
many advantages to do more focused ad campaigns addressing only a selected
subset of potential customers. Using this approach also means that the “face”
of the product doesn’t have to have such a broad recognition throughout the
population but that he/she has to have a connection with the product. Instead
of using for example a mainstream music band a more unknown band with a unique
music style might be more attractive - or instead of celebrity chefs choosing
chefs which are actually cooking and trying to push the boundaries of their
cuisine.
There is of course a large number
of excellent restaurants and chefs in Southern California but to stand out
nowadays it is necessary to have a very unique, creative cooking style but also
noticeable business model beyond your “standard” restaurant. Over the last few
years three chefs have shown for us this distinction – Ludo Lefebvre with his
pop-up restaurant LudoBites, Laurent Quenioux with the different incarnation of
Bistro LQ and Craig Thornton (also known as Wolvesmouth) with his Underground
Dinner Series. Born in Orange County Craig Thornton started going into the
cooking business by working and learning from Thomas McLaughlin at Serratto in
Portland/Oregon. He subsequently went to cooking school at Western Culinary and
started to work at some restaurants including Bouchon in Las Vegas and as
private chef for Nicolas Cage. Over the
years he more and more realized that the conventional way of serving dinners in
a restaurant setting isn’t the best way to fully explore his creative visions
and so over time he developed his own Underground Dinner Series at his own loft
in LA also known as Wolvesden. These turn out to be more or less very exclusive
dinner parties for 12 people each time and are some of the most sought-after
reservations. Craig is doing most of the
shopping, prepping, and cooking by himself with some help from friends and since
the first time we have seen descriptions and pictures of one of his tasting
menus we were more than interested to participate in one of those nights.
A few weeks ago we were contacted
by David Brigandi from Edelman that Chef Thornton teamed up with a well known
beer brand (“most interesting man in the world” – Dos Equis) and that they were
planning to have a few private dinners
with a six course tasting menu in San Diego reminiscent of the Underground
Dinners during Comic-Con and if we would be interested to join. It didn’t take
much contemplating and we immediately accepted the invitation.
The dinner took place at a
penthouse in Little Italy close to State Street. Once you entered the building
you were greeted and escorted to the private elevator for the penthouse. The
elevator opened up to one long room which had two large tables in the center.
Before the dinner started the about 30 guests had the chance to mingle and have
some small talk with a sitar player providing relaxing background music.
Not surprisingly the penthouse
had floor to ceiling windows and even though it was already late night just
seeing the myriads of lights from downtown to Little Italy to Point Loma gave
you already a good idea about the fantastic view one would have during the day.
The kitchen was unexpected meagerly
equipped for such a large dinner and Craig mentioned when we talked before the
dinner that he had to improvise and that this kitchen wasn’t by far on the same
level as he is used to in his Wolvesden. Two pieces he brought with him was an
immersion circulator and a deep fryer. Outside on the patio was also a grill
which would play a role in our first course.
1st Course: Ribeye
cap, grilled spring onion, pimento cheese, fritter, sweet 100, arugula
Normally tasting menu start
slowly with some light first courses but Craig decided to go full steam ahead
already with his first course. Ribeye cap is perhaps one of the most overlooked
cuts of beef in a restaurant setting. Also known as “butchers butter” it
combines the best of both worlds by having the great flavor of a ribeye and the
tenderness of a filet. In this dish it was even elevated more by being expertly
finished on the grill to give it the right amount of smoky flavor – clearly
discernable but not overwhelming the natural beef flavor. The homemade pimento
cheese was a fitting companion with its slight heat and creaminess. Pimento
cheese is often paired with grits which here took the form of some fritters. The
sweet 100 completed the dish with their bursts of sweetness. Overall a really
great start to the tasting menu.
2nd Course: Corn soup,
crab, agretti, buttermilk, jalapeno, corn
Summer time is also peak time for
some of our favorite produce, like corn. Now is the time when fresh corn has
this characteristic sweetness and freshness you can’t get from frozen or canned
versions. Craig with his market driven cooking approach not surprisingly
decided to showcase corn in one of his dishes. Smooth corn soup with some
subtle tartness from the buttermilk was the foundation for this chowder-like
dish. The crab pieces were a natural addition to it and the corn kernels added
some texture to the dish. The inclusion of agretti was interesting and the
first time that we tasted this well-sought after Italian vegetable with its
acidity.
3rd Course: Halibut,
gnocchi, squash, zucchini, zucchini blossom, tomato, pesto ricotta
This was an Italian inspired dish
with the different components well executed in itself and pure, unadulterated
flavors – moist, flaky fish, lightly grilled vegetables, sweet tomatoes,
Roman-style gnocchi with the earthiness from the semolina. What brought this
dish together was the pesto. The saltiness and vibrant freshness of the pesto
paired well with every single other component on the plate and so you dipped
everything into the pesto before you ate it. At the same time the pesto was
balanced enough that it didn’t overwhelm the other flavors but just amplified
them - one of the highlights of the night.
4th Course: Romano
beans, yellow French beans, haricots verts, peach, potato, beet, pistachio,
coffee soil, nectarine, saba, lemon oil, horseradish
It’s a good trend to see more and
more chefs not shying away from focusing on produce alone as key driver for a
creative dish and ignoring meats altogether, and Craig is no exception. Here we
had a selection of different types of beans with different textures and flavors
accompanied by peaches, potatoes and beets to broaden the flavor spectrum. The
pistachios and the ubiquitous “soil” (it seems every upscale place currently
uses some homemade soil on their menu) provided some textural balance to the
dish. Similar to the pesto in the previous course the horseradish cream tied
this plate together.
5th Course: Pork
belly, avocado, grilled pineapple, radish, sopes
An interesting and successful take
on a deconstructed taco – sous-vide pork belly which was so tender that you
didn’t need a knife, sopes for the masa flavor of the tortillas and different
fillings like pineapple, avocado and radish. The sauce was a surprising mix of
pork reduction, burnt tomatoes, ginger, soy sauce and pineapple juice which
combined to a very complex taste covering sweet, sour, salty and tart.
6th Course: Tres
leches cake, dehydrated strawberries, strawberry pop rocks, green tea-lime cream
The tasting menu was completed by
a tres leches cake which itself would have been an adequate finish. Dehydrating
the strawberries helped to intensify their flavor and sweetness and the green
tea-lime cream with its tartness ensured that the dessert didn’t end up overly
sweet.
There is always some skepticism
going to such kind of dinners where you don’t know anybody or if they are even
interested in food and facing the possibility of just an advertising event. But
reality couldn’t be further from these doubts. The night turned out to be a
very relaxing event where people with very different backgrounds, most of them
connected through Comic Con, had a chance to experience interesting
conversations and unique, creative food. It was interesting to see that such a
broad range of personalities, covering screen writers, comic book artists,
actors, engineers, former NFL players etc., had no problems to immediately
connect. It was also interesting to experience that even though we had many
interesting discussions covering movies, books, art and science the
conversation always circled back to food once we had a new course in front of
us – the unifying power of creative, thought-provoking food.
We had the chance to talk to
Craig Thornton before the dinner and got some ideas about the logistics to set
up the tasting menu in San Diego as he had to transport all the ingredients
from his trusted vendors at the Wednesday Farmer’s Market in Santa Monica by
refrigerated truck. He also explained that he got no limitations for this dinner
in San Diego about what dishes he would cook but at the same time also admitted
that some of them might not have the same level of uniqueness as he would
normally present at his regular dinners in LA. And this also reflects our
impression of the dinner – a successful night with creative and interesting
courses covering some unusual flavor combinations but compared to some of the
reports and pictures we read and saw about his LA dinners he seemed to hold
back a bit and played safer than usual which is not surprising considering the
circumstances of the dinner. For us it was more of a teaser to experience his
cuisine for a first time and raised our interest even more, and we see this
dinner as a prelude to a real Wolvesmouth dinner in the Wolvesden in the
future.
4 comments:
Great review as usual! I especially like that you had a chance to speak with Chef Thornton and give us a lot of insight to how the meal came together and what he is planning in the future. I hope he will be able to do more regular things in San Diego.
Everything looks great, and I'm still incredibly jealous of the invite. But the dishes did strike me as slightly scaled-back in comparison to what I've seen from the LA events. Hopefully he'll be able to continue to make it to SD and find some so that he can prepare meals with no limitations.
James - He sounded quite optimistic that he will have future dinners in SD. Let's hope for the best
Rodzilla - I agree that the dishes were not on the same level as some of his stuff at the regular Wolvesmouth dinners. But the audience at this dinner was very different than usually for him and he had to adjust his dishes accordingly.
Nice blog on uses of immersion circulators.
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