Hungry for some Sloppy Joe pot pie? How about a fish and chips grilled cheese sandwich with a side of cupcakes? Several local eateries are trying to reel in customers with ultra-niche menus that are sure to make adventuresome foodies excited and play-it-safe types gag at first glance. For the past four years, the restaurant industry has struggled under the weight of a tough economy and independent restaurants have been especially hard hit. In an effort to beat the odds, Valley restaurant owners stepping on the scene have discovered innovative ways to attract foodies and give larger chains a run for their money. While cupcake and yogurt shops have inspired entrepreneurs over recent years, new concepts such as gourmet hot dogs and grilled cheeses are quickly developing a following. Valley newcomer Republic of Pie in North Hollywood has latched onto one traditional dessert — pie — and developed an entire menu around the flaky treat. Another new eatery, North Hollywood’s Grilled Cheese and Cupcake Co. derived its title from its unusual comfort food combination it offers consumers. Sherman Oaks-based Brats Brothers, which has been in business about four years, features gourmet sausages ranging from traditional favorites of the Polish and German variety, as well as exotic brats made from alligator and kangaroo. The eatery’s line-up has garnered attention from the Food Network and was featured on popular food program Diners, Drive-Ins and Dives. Consumers today are becoming more adventurous when it comes to food, sparking some innovation and creativity within the industry, said Bonnie Riggs, restaurant industry analyst for The NPD Group. “Consumers are much more willing to try new flavors and expand their flavor profile,” Riggs said, noting the niche movement is taking hold in regions where there is a diverse population. Finding a niche The niche restaurant movement allows restaurateurs to focus on a single concept and execute it well, said Jon Stocking, owner and executive chef of Republic of Pie, which opened a couple of months ago and is already developing a strong following of customers. “Ninety percent of our business is regulars,” Stocking said. Stocking developed the eatery when searching for a way to augment a traditional coffee shop concept, a category which has struggled. While cupcake shops have been a booming trend over recent years, Stocking said he decided to push pies because of the lack of presence in the industry. Another reason: the dessert invokes a “cerebral” emotion in consumers, he said. “When people are down in the dumps, they have a piece of pie,” Stocking said. “With this economy, people are not in a great mood right now.” The new eatery serves up classic pies such as apple and pumpkin, as well as savory dishes such as macaroni and cheese pot pie and Sloppy Joe pot pie. Grilled Cheese and Cupcake Co., which opened a few months ago, also is offering an unusual combination of sweet and savory items. The restaurant sells the classic Grilled Cheese sandwich as well as innovations such as the Fish and Chips Melt and the Jack Daniel’s Chicken Melt. Jack Dan, the shop’s manager, called the combination of grilled cheese and cupcakes “an amazing marriage.” The shop’s Valley location was an ideal environment for the focused concept, he said. “L.A. is the home of cheese,” Dan said. “Grilled cheese is huge here.” Customers are flocking to sites such as Yelp.com to sound off on their Grilled Cheese and Cupcake experience. “I got ‘The Feast’: turkey, avocado, gruyere (cheese), basil and tomatoes on wheat, and my friend got the Mac Daddy & Cheese, which is just what it sounds like — grilled cheese macaroni and cheese,” Vanessa W. wrote on Yelp.com. “You can also customize your own sandwich. If you’re a gourmet grilled cheese fan, you have to go to this place right now!”
Valley Restaurants Get Adventurous with Niche Menus
