Jeffrey Zurofsky

I knew you were going there.

I like to hug people.

I love physical contact.

I think it's missing in our world and I just love to physically connect.

I've learned over the years from friends and

and some pretty smart people on how to give good hugs.

Oh, wow.

That's a long time ago, but you know, for years, for years, a bunch of us and still to this day,

We're cooking in a very authentic manner, right?

We were shopping at the green market.

We're cooking food that was fresh, that was seasonal, that was local.

And it was just the way we were conducting our business.

It wasn't something that we thought about from a marketing perspective or that there was scale involved.

And then I think right around the time that we opened, there were a couple other people who were sort of thinking along the same lines, which was, well,

instead of just bringing this to a fine dining environment, why don't we bring this to a much more accessible audience?

And so the ideas of how would you do that kind of started to spring up.

And for us, it was, you know, I loved sandwiches.

I loved shopping at the green market.

I loved stuff that was in season and getting creative on how you can put that between two slices of bread.

And at the end of the day, it's not about making things too fancy.