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SF-Chef Food Trucks "Soft Launch" to Save South Side, Thursday

By Ted Friedman
Friday July 13, 2012 - 11:36:00 AM
Cars clog Telegraph/Haste Thursday as "soft-launch" of Chef food trucks begins nearby.
Ted Friedman
Cars clog Telegraph/Haste Thursday as "soft-launch" of Chef food trucks begins nearby.
Opening of Thursday's food-truck event at Telegraph/Haste was jam-packed.
Ted Friedman
Opening of Thursday's food-truck event at Telegraph/Haste was jam-packed.
Never-ending four-hour line at Southern Sandwich Co., by 8:15 I was able to get to the counter to order, but I'm not as patient as the students, who routinely  stand in line waiting for books, classes, and ice-cream sandwiches on Teley.
Ted Friedman
Never-ending four-hour line at Southern Sandwich Co., by 8:15 I was able to get to the counter to order, but I'm not as patient as the students, who routinely stand in line waiting for books, classes, and ice-cream sandwiches on Teley.
Berkeley Police Chief Michael K. Meehan, and his wife, Becky rated their BBQ five star. Zatgat rated it (Southern Sandwich Co.--"we cater"--one of five best in SF.
Ted Friedman
Berkeley Police Chief Michael K. Meehan, and his wife, Becky rated their BBQ five star. Zatgat rated it (Southern Sandwich Co.--"we cater"--one of five best in SF.
Closing and Chef-trucks still selling Thursday evening. Many items sold out, and all "sold steadily."
Ted Friedman
Closing and Chef-trucks still selling Thursday evening. Many items sold out, and all "sold steadily."
Ken Sarachan, left, discusses plans for Cody's recently, with an architect. See last four paragraphs of our story.
Ted Friedman
Ken Sarachan, left, discusses plans for Cody's recently, with an architect. See last four paragraphs of our story.

Off the Grid, a federation of chef-operated, moderately priced food trucks rolled onto Haste and Telegraph to help save Berkeley's besieged center, Thursday 5-9 p.m., and packed in the crowds (as many as 5,000, mostly students, over four hours). 

Serious money was made by chefs and promotors, who charge 10% of gross profits for their marketing, and a flat $50 a truck fee, according to one chef, who likes the arrangement. 

According to Off the Grid's founder, Matt Cohen, the chefs may have grossed more than $2,000 each. There were nine trucks, who will be replaced with nine different trucks next Thursday, rotating each Thursday. 

The trucks "hard launch" Wednesdays 5-9pm, Shattuck Ave. at Rose St., near Berkeley's Gourmet Ghetto, where, according to Cohen, the "curated" truck-fare tries to compete with the likes of Chez Panisse with even fancier fare than on Telegraph. 

Thursday's south-side Grid was a "soft launch." 

Not a warm-up, opening, or prelim, according to Grid's marketing director, but a "soft-launch." 

A delegation of city officials from the city economic planning department, the Berkeley police chief and his wife, and Telegraph businessmen, who hope to benefit from the crowds, all turned out for the transformational event. 

Although all but one of the chef-trucks were SF based and deployed, the one, Sunrise Bakery, has a Bancroft store. 

The profits may go to SF, but Teley merchants are on-board for the ride. Craig, Becker owner of the Cafe Meiterraneum said that 'in the long run" Teley businesses would benefit from the hordes hounding the Ave. for chef-concoctions served out of elaborate truck-kitchens. 

"We just have to find a way to promote ourselves, during Off the Grid…" feed, Becker said. 

Moe's Books and the Cafe Mediterraneum donated their toilets for the event. 

Could the feeds, with their big drawing power, save the burned out hole that has become Teley/Haste? It saved it Thursday night, but what about in the future? 

Grid founder, Matt Cohen said that Grid, which has expanded to 19 locations (two in Berkeley ,one in Larkspur, and the rest in the city) is not interested in setting up daily at Haste/Teley. 

A city planning department official said that Remy's Mexican restaurant, on Haste next to People's Park, might add a beer garden to Grid, but couldn't afford to match the costly chef-trucks, and that Sequioia owners' plans to revive Intermezzo have fizzled--seemingly dashing hopes for a permanent fix to the bleak scene at Teley/Haste. 

Ken Sarachan, owner of four teley businesses, including Rasputin's, and the Cody building is still awaiting various approvals for his proposed housing at the quarter-century vacant Berkeley inn site. 

But he is stepping in to personally revive Cody's site as a "performance space," hoping to stage a Jewish comedy night Christmas Eve this year at the Cody Bldg. 

Perhaps if we say it often enough, Berkeley's Center at Teley/Haste will once more shine, as it shone, Thursday, bringing crowds not seen since Bill Clinton signed books at Cody's. 

 


Our South-side "voice" assures us, he will follow the Teley/Haste Revival until Hell freezes over.