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Loco’l: A review

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Daniel Patterson’s first attempt at this Oakland space (2214 Broadway), which he called Plum—located at ground zero of the city’s hot Uptown District–was a failure. Plum just didn’t work for Oakland. It’s true that Commis, James Syhabout’s Michelin-starred restaurant on nearby Piedmont Ave., had succeeded with expensive conceptual food, but there’s probably just enough room in Oakland for one such place. Besides, Piedmont, about a mile away, has an entirely different vibe from Uptown: whiter, less edgy, and more receptive to upscale dining; Bay Wolf was there for decades. Uptown was scruffy Downtown until a few years ago, when the Chamber of Commerce types reinvented it. Still, for the fancy new moniker, Uptown remains a little scroungy and rough, which is the way we like it. It’s most successful fooderies for years have been Ike’s Place (awesome sandwiches to go) and Luka’s Taproom, a neighborhood pub, where the old Hofbrau used to get all rowdy on Raider nights.

Daniel Patterson eventually learned—third time’s the charm–from looking around at his neighbors. What Uptown likes is good but casual food, served up in a friendly environment that reflects the town’s urban sensibility. Plum, which was fussy and precious if not pretentious, had none of that. As Eater explained in 2014, Patterson “struggled to find [his] footing,” which made it hard for it to establish a consistent voice.” If Patterson hasn’t exactly pulled a Syhabout*, he has at least paid homage to the concept that a Michelin chef can also sell street food, with pride.

After Plum closed, other restaurants (including Patterson’s Ume, which featured haut-Japanese fare) tried their hand, unsuccessfully, at the space, which is just off the busy Broadway-Grand Avenue intersection. Patterson, though, apparently is not a man to accept the sting of defeat. He still runs Plum Bar, just next door, in the same block, and now, he has opened Loco’L,

LocoL

which he dubs “revolutionary fast food.” With nothing on the menu more than $7, it goes to the opposite extreme of the old Plum: to get cheaper food, you’d have to go to Subway, around the corner.

Patterson’s (and co-founder Roy Choi’s) concept with Loco’l is to compete with the likes of McDonald’s and Burger King, especially in low-income neighborhoods.” The idea, says the San Francisco Chronicle’s Paolo Lucchesi, is bringing good food to the state’s food deserts – on a large scale.” Another Loco’L supposedly is set to open in San Francisco’s seedy Tenderloin District, with a third launching in L.A.

I don’t particularly see Uptown as “low-income” or a “food desert”—if anything, it’s just the opposite, especially judging from the legitimate concerns on the part of locals that they’re getting gentrified out of Oakland. Just two blocks down Broadway from Loco’L is the new Uber headquarters, while kitty-corner across the street are two of Uptown’s most expensive and prestigious restaurants, Pican and Ozumo. Still, the neighborhood (let’s define it as ten blocks in all directions) has plenty of people who are looking for a good deal. They will appreciate good food at Loco’L’s prices. And judging by the crowd last night–largely ethnic and young–that’s exactly what Loco’l is going to draw.

And what of the food? You order at the register—soon you’ll be able to do it from a countertop computer—then stand in line beside the counter until they call your number.

LocolLine

Even though the line was getting long, service was fast. But there are a few wrinkles to iron out. For instance, there’s no alcohol served in the restaurant. I asked an employee about that, and she said I could take my food—“pack it out,” in her words (put it into to-go containers)—

PackItOut

and bring it next door to Plum Bar.

PlumBar

Which is exactly what I did, only to be told by Plum Bar’s bartender that this was not allowed. So clearly, this is something for Daniel to rule on. (Please, Daniel, let us eat at the bar!!!) Besides I’m not sure that I’d like to eat at Loco’l’s seating, which is rather fundamental (the seats are hard upright rectangles and so are the tables).LocolSeating

At the bar, I ordered my standard Vodka Gimlet ($12) and set myself up.

MealAtBar

I had three things: a carnitas foldie ($3), a noodleman bowl ($7),

Noodleman

and a chicken nugs crunchie ($4), for a total of $14 before tax. The foldie was awesome: A soft, flat tortilla-type dough, stuffed with spicy meat, greasy and endlessly satisfying. The noodleman was a bit of a disappointment: filling enough, with spicy, chile-hot noodles, scallions and carrots, but it could have had more flavor. Then there were the crunchies, which I devoured: your basic fried, breaded chicken nuggets, but super-good, filled with dark meat flavor, moist and savory. For fifteen bucks and change, this was a hearty, satisfying and delicious meal. Nothing fancy, but fun and oh, so Uptown. I think this time Daniel has got it right. Loco’l will be a huge success. I just hope (memo to Daniel) they let us take the food and eat at the bar.

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A few years ago, James Syhabout opened Hawker Fare, an inexpensive joint featuring the Thai street food of his youth. It’s about two blocks from LocoL; nothing costs more than $18.

 

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