Care to share the content of the e-mail? I'm not on the list, but every time I've visited San Diego I've had an awesome time at Toro, and I too would hate to see it go. So, I'm interested.
Good morning. If you've been in the bar in the last couple of days, you've noticed a big change at the Toronado. We've run a kitchen, with varying degrees of success, for the whole 11 years that we've been open. Over the last few months, the success part has definitely been on the lower end of the spectrum. Like everyone else in San Diego, we've been struggling with higher costs, and we've tried to adapt, but ultimately that resulted in a smaller menu with less choice for our customers And let's face it: you, the drinking & eating public have a ton of options, especially here in North Park. So as we weighed all of the possibilities (and we mean all of them), we hit on the idea of turning the kitchen over to someone else. And just like that, I got a phone call from Patrick Murray.
I met Patrick in 2005 when we worked together at the infamous Liars' Club in Mission Beach. I had just moved down from San Francisco (and the Toronado there) and Patrick trained me when I started, and we became good friends. When I opened the Toronado here a couple of years later, I hired him to bartend here. After a couple of years, P wanted to do his own thing, and it turned out that his own thing happened to be starting a pop-up food stand in the parking lot right across the street from the bar. Every weekend for a couple of years, he served late-night food, street-style. He also started worked the farmers market circuit, basically busting his rear, and garnered a devoted following for his plant-based sandwiches, wraps and tacos. I was impressed with how hard he worked, and when two years ago he opened his own restaurant, Anthem on El Cajon Boulevard, I thought that if anyone could pull off opening a restaurant in these difficult times, it would be him. The restaurant was super popular, but two weeks ago he had to make the decision to close (see "costs" above). In the ensuing days he and his crew, and for that matter, my crew, have busted their asses and as of yesterday, the Anthem menu is officially up and running here at the Toronado. They "quietly' sold more food yesterday than we had in a couple of years.
The decision to go to a plant-based menu was ultimately something I felt was going to work. I realize that some of you will be disappointed to see things like our Tuesday night supper and some of the more constant menu items that we've had over the years go away, and that's something I gave a lot of thought to. I mean, some of you have been reading these emails for a decade, and all of your loyalty to the Toronado has enabled us to stay open for what will be 11 years on the 24th of May. And that's not something I take lightly. But in the end, something had to change, or 11 would have been the end. The bottom line is this: This move enables both Patrick and me to keep what doing what we love doing. And I'll admit that my discouragement over the last couple of years has negatively affected the quality of the experience at the Toronado. I'm sorry for that. This move allows me to focus on the beer, which has always been what I've been interested in. And the only way this move affects the way we order beer is that I'm going to be more aggressive to get the best beer I can get my hands on. Like the pallet of fresh Cellarmaker kegs that arrived last night. At the end of the month, I'm heading up to Paso Robles to join Firestone Walker owner David Walker & brewer Matt Brynildson and the PNC gang, and we'll be making not one but two new PNC beers. First week of May, we're having a night of Humble Sea, The Rare Barrel and Temescal beers on tap. And of course our 11th anniversary later in the month. So, I'm excited, and I was super happy to see that my staff was excited about the change too. And let's face it, it's kind of hysterical that after a solid decade without, you can finally get french fries at the Toronado... So come on out, and check us out. I'll be the guy having a Cellarmaker Cantaloupe Island IPA when we open today at 11:30. Thanks for reading, and thanks for supporting us for all these years. I think you're going to like the change. I'll see you here.
Ian Black