DINER: After A Year Off The Radar, Chef Anthony Sedlak Returns…For Cheesesteak?
I didn’t see this coming. After backing out of the Corner Suite Bistro De Luxe prior to its Olympic opening, young Food Network star Anthony Sedlak sort of disappeared off Scout’s radar. He has apparently returned to open a cheesesteak restaurant called The American Cheesesteak Co. at 781 Davie at Howe. Their latest tweet has them open tonight (officially at some point in November) and, from the looks of the visuals on their website (screenie below), I suspect that their conceptual designer went to Meat & Bread and Commune Cafe a few times.
It’s not clear from the PR if this is the beginnings of a chain (looks like the first move in a franchise attempt) or if Sedlak is an owner. Either way, they’re pushing his name heavy, so expect to see a lot of press. What to make of it? British Columbians enjoy places that do one thing exceptionally well, and nobody has done a really good Philly cheesesteak (that I know of) since Overtime in Victoria back in the early 90′s. The time is especially ripe for the indulgent tradition to tear us all a new one, and hitching a concept to a young star like Sedlak is smart politics. Prediction: double platinum. PR after the jump…
The American Cheesesteak Co. Opens the Door to a Philadelphia Tradition
Restaurant is Vancouver’s first to pay homage to an authentic cheesesteak experience
(Vancouver, B.C. - October 24, 2011) One of America’s most iconic food experiences arrives in Vancouver as The American Cheesesteak Co. opens in the heart of the city’s downtown entertainment district (781 Davie Street at Howe) in October 2011.
From the streets of Philadelphia to Canada’s west coast, the legendary melt-in-your-mouth Philly Cheesesteak has been given a fresh, contemporary take. Serving classic and specialty versions of the iconic sandwich, using all-natural, locally-sourced ingredients, The American Cheesesteak Co. is Vancouver’s first restaurant dedicated to a genuine cheesesteak experience.
Chef Anthony Sedlak – a Vancouver native and host of Food Network’s The Main – spent nearly a year developing the menu for The American Cheesesteak Co.
“We went straight to the streets of Philadelphia to find out why cheesesteaks are so popular, and then created our own exclusive menu,” explains Sedlak. “Our cheesesteaks are true to the Philly spirit – they are incredibly satisfying, gutsy comfort food. We’ve kept the authenticity of the original, while maintaining Vancouver’s high standards for fresh, nurturing food appealing to a wide range of tastes.”
The American Cheesesteak Co. is a throwback to the old-style “steak” joints found throughout Philadelphia, serving a hearty slice of Americana in a fun and inviting, diner-style atmosphere.
The restaurant offers traditional cheesesteaks made from tender prime rib shaved fresh daily, savoury cheeses and proprietary seasonings, and served piping-hot on freshly baked bread. Guests will also be tempted by decadent specialty, vegetarian and chicken versions that bring together tantalizing flavours. These include The High-Roller, which showcases wagyu beef, forest mushrooms, truffle aioli and fontina cheese; the Chicken Milanese, made from hand-breaded, crispy chicken breast; and The Good Earth, a sumptuous vegetarian option combining sautéed vegetables, crumbled feta cheese and home-made pesto mayonnaise.
The menu would not be complete without irresistible sides – the perfect finishing touches to a cheesesteak: signature, twice-cooked fries, skinny onion rings, market salads, and hand-scooped, all-natural milkshakes or ice-cream sandwiches.
“Philadelphians have had a love affair with the cheesesteak since the 1930s – it is tried and true fare,” adds Sedlak. “We use simple, real ingredients to re-create this soulful classic. The American Cheesesteak Co. will be an experience that warms the stomachs, heart and spirit of Vancouver.”
The American Cheesesteak Co. is fully-licensed with sit-down dining in the restaurant and year-round patio. Open daily from 11:30 a.m. till very late, the restaurant invites lunch, dinner and late-night crowds to discover why cheesesteaks are such a time-honoured tradition, capturing the hearts of Americans for more than 75 years. www.americancheesesteak.com
Interviews with Chef Anthony Sedlak and press kits are available upon request.