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David Nayfeld, the chef-owner of Che Fico, is embarking on a journey that’s deeply personal: opening a fast-casual restaurant in Menlo Park highlighting the flavors of the Jewish Diaspora.
Replacing Nayfeld’s former Italian grocery store il Mercato di Che Fico in the Springline development, Bubbelah will offer mezze, soups, salads, housemade breads, fish, meats, sides and desserts beginning mid-May. Freshly prepared and packaged grab-and-go items as well as popular Che Fico retail products such as its pomodoro and arrabiata sauce will be available. Additionally, the gelato window formerly operating at il Mercato di Che Fico will return, likely in late May, according to Nayfeld.
“I always wanted to do food that was representative of something very personal to me,” Nayfeld said, noting that the menu at Che Fico in San Francisco marks certain menu items with the Star of David to designate dishes that are reflective of cucina ebraica, or the Jewish Italian tradition.
Nayfeld’s parents and brother immigrated from Belarus, and while they weren’t allowed to bring cookbooks out of the country, Nayfeld grew up eating pelmeni, borscht and matzo ball soup at home, as well as Middle Eastern and Mediterranean food out of the home. He hopes Bubbelah encapsulates the diversity of Jewish cuisine.
“People have this preconceived notion that Jewish cuisine is matzo ball soup and smoked salmon and latkes, and it is, but that’s one very narrow view of it,” he said. “Jewish cuisine spans the world, and they’ve played an integral part in putting their own fingerprints on the cuisine of all sorts of different countries.”
Standout dishes include the whole harissa rotisserie chicken and the poppy seed chicken schnitzel, which are both available a la carte or as a wrap, pita or plate, said Nayfeld. Hummus will be made twice a day, falafel will be ground daily with fresh herbs and spices and naturally leavened pita will be made in house. The rotating soup selection includes beet borscht, Turkish tomato and potato, Ashkenazi split pea and more.
“(Rotating soups) make me really happy because I love a good soup,” Nayfeld said. “That’s something I think is very underrated.”
The price point is meant to be affordable, with a full meal, including tax and tip, costing under $25, Nayfeld said. Seating for up to 50 will replace il Mercato di Che Fico’s shopping aisles, outdoor seating will be available, and the color scheme will feature yellows, blues and browns.
“This is going to be a place where people can grab a quick lunch, grab a quick dinner, but also they can come for a date, and eat and have delicious food in a nice ambiance and have wine and dessert,” Nayfeld said. “I think this is going to be a really great family place.”
Nayfeld permanently closed il Mercato di Che Fico April 19, about a year after debuting the concept. He said that it had become apparent that the community didn’t need a high-end grocery store.
“There was a lot of engagement with the products that we made, but there was just not as much engagement with just the everyday groceries,” he said. “You can’t force people to want what you want for them.”
Bubbelah, 1300 El Camino Real, Suite A, Menlo Park; Instagram: @bubbelahmpk. Beginning mid-May, open daily from 11 a.m. to 7 p.m.
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With Oct. 7th and the bay area’s issue with antisemitism, I am so glad a restaurant sharing Jewish culture is opening in Menlo Park. Its well overdo. I hope Nayfeld uses ingredients imported from Israel to support citizens who are struggling.
Can’t wait! I will eat there often! Yum.