Ken Lowe decided to softly shutter his Jovino cafe on Union Street on Sunday and have another go at it with Joe's American, a new casual concept he refers to as an "urban American diner." Joe's officially opened for business yesterday as the new signs you see here were put in place. Lowe says Jovino's breakfast, brunch and cafe business was ok, but he wants to keep that going while grabbing more of the Marina and Cow Hollow locals for dinner. (And if you can make that happen, why not?) He's added an eight-seat bar with six frozen beer towers and tacked a slew of Niman Ranch burgers onto the menu, so it now covers a crowd-pleasing spectrum in the same vein as nearby two-month-old Brixton.
The all-day offerings include soup, fries, truck-style tacos, healthy salads, grilled sandwiches, entrees, "scramlets" and deals like a chicken quesadilla with a six pack of Mamma's Little Pils for $29. Completing the ode to laid-back Americana, Lowe added vinyl tablecloths one tipster describes as "picnic looking" and a TV in both dining rooms. Read more about it and check out the hours of operation on the Facebook page here. Then drop those early readings right here in the tip jar .