Here are some snippets I overheard while I sat with my computer and a lackluster sandwich at the new café/panini shop/ Italian import market, Affettati, on 7th St. between 1st and Ave A., in the course of about one hour, last Friday:
(paraphrased)
Owner: “Yeah, our panini press isn’t really working yet.”
Customer: “Oh. Aren’t you a sandwich shop? I mean, most of your menu is paninis.”
Owner: “Well, we really weren’t ready to open, but we went ahead anyway.” (awkward laugh) “We can heat up the sandwich by toasting the bread a bit.”
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T.J. Siegal, proprietor of The Mercury Dime, new high-profile café located a few blocks away, walked in to inquire about a particular pecorino for which he’s been searching. Turns out Affettati isn’t carrying it.
T.J: “Hey man. I had to stop in and see what you guys were doin’ here. Welcome you to the neighborhood.”
Owner (frantically fussing with his sleek new Faema E61 espresso machine): “Oh, cool. I’m totally crazy…opening this place; my wife just had a baby…I sold my cigar-lounge business…I have a whole other full-time job selling specialized medical equipment..and I don’t know how to use this espresso machine. I’m kinda goin’ crazy!”
T.J.: “Well, I just purchased that exact machine and my place specializes in coffee, so I’ve been figuring out the quirks. May I?” (He steps behind the counter and graciously gives Owner a lesson in how to use his own machine). “Now, for cappuccinos, are you goin’ for the old-school, thick, dry foam, or the new, creamy, incorporated—“
Owner: “I don’t know. Old style, I guess. I really don’t care if the milk goes first, or the espresso, or whatever.”
T.J.: (slight wince)
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Owner (lecturing the green staff): “Now listen, we are not putting a lot of meat on these sandwiches. That’s not what this place is. Like five thin slices, or whatever. Not too much meat! Just a little of everything, okay?” (Sandwiches are priced $8.50-$10.50) “And stop putting olives on the plate as garnish, okay?! Just a few little greens. Not like a salad, or anything, just a few greens spread out to make the plate look full.”
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I was disturbed by all these conversations and I couldn’t believe the Owner was so careless as to let them occur in front of his new customers. Namely, me!
“What the fuck, man?” I thought. “Haven’t you ever heard of a pre-shift meeting? Or a preview opening?!”
My background in the theatre has taught me the value of preview performances. You buy yourself a lot of favor with an audience when you just acknowledge that there may be rough patches, but you’re excited for them to be there, in their seats, lending their energy to the production’s development. I was so disappointed by the Owner’s attitude: telling people about his personal life to explain why his panini shop doesn’t have a press!, and lecturing the staff on not being overly generous with the ingredients. But he’s gonna have a real problem, in my opinion, if he doesn’t care how his coffee turns out, despite investing in a fancy new machine. He is blocks away from some of the most fastidious coffee purveyors in the city, including the new Mercury Dime, and he better watch his back…
P.S. Kudos to T.J. for being such a good neighbor. We’ll see if I’ll be as kind and make a second visit to Affettati.
April 7th, 2008 - 10:31 PM
Doesn’t sound to me like you gave this place much of a chance. I would rather have heard you elaborate more about your supposedly lackluster sandwich than your personal account of conversation snippets you “overheard”.
Having spent much of yesterday afternoon at Affettati, I can say I wholeheartedly disagree with your review. I had a sandwich on toasted focaccia made with Tellegio cheese, walnuts, apples, and chestnut honey, and it was outrageous! Perfect amount of all ingredients – so perhaps the Owner was warning his staff to keep the sandwiches from being OVERSTUFFED, a problem which runs rampant in the city. I was almost too full to finish it but didn’t want to stop eating. I was there with a large group and we were all very happy with the place and each of our dishes. And to address your concerns on the coffee – our cappuccinos were fantastic! I know I’ll definitely be going back again.