When we first started selling expensive coffee in the 'burbs, it was a big risk. We were higher priced than anyone, we were talking about flavor notes in coffee that wasn't artificially flavored, we preached specific brewing parameters and invested in people who could enter and win barista competitions. Very little of this made sense to people who just wanted a dose of caffeine. It was just coffee, after all, right?
In the ensuing years, a handful of shops caught up and pushed the boundaries of what coffee can be even further. Those people have our respect and should be appreciated, even if they're competitors. Today there's a weekly coffee column in the P-G. Few other cities have that. So congratulate yourselves on making a difference by coming here for coffee or going to the others on the short list who pay attention to excellence. You're raising the tide for all those little boats that are still stuck on the supermarket coffee sandbar.
With that said, right now nobody is taking a bigger risk in the Pittsburgh food scene than Kevin Sousa. He's taken up residence at Yo Rita on the South Side (Carson & 11th) and has turned a "normal Pittsburgh" taco menu into a something of a degustation menu of $5 tacos.
Those who know and follow Kevin (and while not best buds, we're certainly acquainted) trust the guy implicitly to serve something that's wonderful, even if it's nothing they'd ever considered putting in their mouths before. And he's running with that concept as if he expects Andrew Zimmern or Bourdain to show up any minute for some offal on a tortilla.
Belle, Frank, Michelle and Rich were at Yo Rita last Friday noshing on tacos filled with things like eel, pork mole and apple, huitlacoche (corn fungus), tongue and beef marrow.
It was all delicious.
Was it Mexican? Yes and no. All the ingredients are common in Mexico. But it's doubtful they've ever been assembled the way Sousa did.
Thankfully we weren't the only ones there. Yo Rita was crowded. Not line-out-the-door crowded like it deserves to be, but no open tables. You're not going to eat better at $10 a plate (two substantial tacos) anywhere.
We're hoping other Mexican restaurants take note and start adding things to their menu that aren't the same old stuff deemed "safe" for Pittsburgh palates. We're grownups. We can take it.
And while we're at it, we'd love to see every ethnic restaurant start challenging us more than they have been. If we never see General Tso's Chicken at the top of the "House Specialties" section again it'll be too soon.
Tacos are more than ground beef and chili powder with pink tomatoes and some iceberg. Coffee is more than Folgers or Starbucks.
Support the folks who are trying to elevate food and comestibles instead of just taking your money for something quite mediocre. Life is too short to be ingesting the merely average.
Rich-
Excellent post and although I couldn't agree with you more, I must make a couple of comments or shall I say, observations.
1. You used the word "safe" and that word sums up not only Pittsburgh's Palates, but Americans in general. Safety, reliability, consistency are all words that keeps all major food/beverage chains in business.
2. The economy is also affecting the way we spend our dollar. Many will put more thoughts into their spending habits, BUT it could also make an individual less apt to try something new and unusual because of the same reason... so again, they may go for that "safe" choice in fear of being "dissapointed".
3. In the end, as a food lover myself and believer in local and simple things, I think it's great that people like Kevin Sousa are challenging people's thoughts and tastebuds. However, it still comes down to people's personal preferences, as well as their willingness to go above and beyond their realm of knowledge regarding what a real taco is.
And I speak for our beliefs in our shop. Although I may think a coffee is best enjoyed black and sans cream & sugar, I certainly can't question my customer's preferences, even if it sounds like we're standing behind a counter at SBUX. Don't get me wrong, we have a few rules or shall I call them recommendations ( i.e.; no espresso to go), but beyond that, if you come in, pay for it, and like it and come back. Kudos to all of us, including the customer.
;)~
Just my 2cents. hehe
Posted by: Amelie | July 14, 2009 at 07:00 PM
All good points - and that's what makes Kevin's taco menu at Yo Rita so brilliant and amazing - there's only one taco (soft shell crab) over $5, so the financial commitment is negligible - anyone can try something new. "Gourmet" food for the people.
Obviously not everyone is going to like every taco on the menu. But we believe that once you've had a $3 or $5 taco at Yo Rita, you will feel that the $0.99 tacos at the chains are wildly overpriced.
Lots of small steps = big movement!
As for coffee, we come down on your side of the fence. There are tons of options and nobody's really wrong unless they're trying to rip us off (which does happen, but thankfully not often).
Posted by: Rich | July 14, 2009 at 08:42 PM
I will have to check Yo Rita out ASAP!! is it BYOB?
Posted by: Amelie | July 15, 2009 at 12:55 PM
Not byo - they have a full bar and a tequila menu.
Posted by: Rich | July 15, 2009 at 01:40 PM