Eater Investigates: Why Isn't Anyone at Out the Door?
Wednesday, October 3, 2007

2007_10_outthedoorempty.jpg
Insert your "out the door" pun here.

Sometimes we wonder about you, San Francisco.

When we first heard word that Charles Phan was disappointed in the performance of Out the Door, the first true offshoot of the venerable Slanted Door, we can't see we were incredibly shocked. After all, it's in the basement food court of a mall—an upscale mall, yes, but a mall nonetheless—and when it comes to turning dinner tables, the Westfield San Francisco "Centre" isn't an ideal location. But at the same time, it's Charles Phan, people, and there is no reason that Out the Door should be wasting away during the dinner hours, especially when the rest of the food court has lines aplenty.

Needing to see it with our eyes, the Eater Investigative Staff was dispatched to the mall. Arriving around 6:30pm, the mall food court was still abuzz with a motley crew of mostly after-work shoppers, some young people and a small handful of tourists. Upstairs, Lark Creek Steak had a pretty decent business dining crowd for a Tuesday, both at the bar and in the main dining room.

But back to the downstairs quandary. Only about half of the two dozen tables in the back area of Out the Door were filled, with a lone person ordering take out at the register. What gives? By contrast, most of the other, more "mall-foodie" booths in the food court at lines up to 10 people.

2007_10_westfield.jpg

Witness the above flurry of activity at the Buckhorn Grill and Coriander Thai. No offense to the aforementioned pair, but can they really hold a candle to the Charles Phan machine?

But the question remains. There is a market of diners. why isn't Out the Door being embraced more? Blame it on the tourists? Mall-goers? Does anyone have an outside-the-box theory?

Discuss.
· Out the Door [Official Site]
· Charles Phan only now realizing he opened his new restaurant in the MALL FOOD COURT. Ahem. [Covers]



Reader Comments (8 extant)

1.

I get food from the one in the Ferry Building all the time. I think it's delicious, and the line is always long, so I have no idea what's wrong with the mall one.

By Alison at October 3, 2007 4:52 PM

2.

The whole thing seems not the smartest idea, but I point the finger at bad design.

The takeout counter, I presume, was designed so it looks like one of the food court booths, but the way it is place beyond what would be perceived as the reception/host area in the "restaurant" entry hall, it intimidates your average food court patrons from just casually walking up and browsing the menu.

Also, the size of that entry hall is perhaps too ambitious (cocky?). I can imagine the conversation..."hey, let's make the area in front of the take out counter the size of a football field because we are going to have soooooooooo many people in line, and we want each person to have pllllenty of room..." The result? The place always looks empty from the outside, and who'd want to walk into a place that looks so empty all the time (no matter how kind-of-cool the water feature is on the glass looking into the kitchen)?

Trying to have a real restaurant in a mall is bad enough, but in the basement food court? C'mon!

By CaffeineAfter5pm at October 4, 2007 12:18 AM

3.

Out the Door at the Westfield is one of SF's best-kept dining secrets. I frankly prefer it to the crowds and noise of Slanted Door, and love that I don't have to wait too long for a table - most of the time. I go there at least twice a month for dinner, and there have been a number of occassions when I've waited 30 minutes for a table. The food and service are both solid - really great place for dinner before seeing a movie upstairs.

By Emma G. at October 4, 2007 12:50 PM

4.

Was there this evening (Thursday) around 7 and the place was about 90% full. Every time I have gone it is crowded but efficient. Must have been some sort of fried food convention in town the night you took that snapshot. Much prefer Out the Door to the scene at Slanted Sophisticats. Even more, I really enjoyed the Valencia digs way back when.

By Smugly at October 4, 2007 10:04 PM

5.

The first time I went to check it out it was a bit confusing with the takeout/sit down areas. However once I ordered a veggie bun, I was sold. It's location isn't the best in the food court, it feels sort of "tucked" in the back corner away from the buzz "proper" which may be why people don't venture that way.

It could also be that the Beard Papa's egg pastry smell overpowers any wonderful smell you get from Out The Door.

By High Rise Harry at October 5, 2007 9:50 AM

6.

It is one of favorite places to eat when I want something quick but not too quick when I eat there. The take out is good too as are the ready to cook meals. Every time I have eaten there, it is packed. Will never be as busy as the slanted door though because it doesn't have a bar. Perhaps they should reconfigure the area in the picture that shows the vast waiting area for take out with the ready to cook in the back. Maybe they could put in a wine bar and move the takeout/ready to cook area to the front.

By Andy at October 5, 2007 4:09 PM

7.

The food is really very good. And much better than most mall fare. But, for a mall it's just too expensive. Dinner for two with appetizers and beer is almost $50. FIFTY DOLLARS! For mall food. That's why it's empty half the time, as if you needed me to actually explain it...

By paddy at October 5, 2007 7:34 PM

8.

3PM Saturday 10-06 the dining area was almost full of very happy people. Sadly, you can't see it from the entry- and if no one's at the counter ordering, the place looks even more bleak. They need to rethink the plan. Excellent food.

By Rocco at October 6, 2007 4:47 PM




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