Falafill: Restaurant as Marketing Concept, Me as Idiot

Falafill: Restaurant as Marketing Concept, Me as Idiot

My oldest daughter, Abigail, who many of you have met at parties and picnics, as a infant evinced many signs of verbal precociousness. Her first phrase was “marketing concept” (pronounced “marking concet”) and her first sentence, spoken to directly to me, looking me in the eye, was “I don’t like you.” No kidding. You can ask her. All my children, when they’re children, have disliked me, thinking me an idiot, and not in the Dostoyevskyian sense; as they get older, they understand just what a wonderful human being I am. Abby and I are now good friends.

Anyway, last night The Wife and I went to Falafill, and the words “marketing concept” keep echoing in my head (along with other words like “Don’t listen to the dog – he’s crazy,” “Put that knife down!” and “Bad!Bad!Bad!”), because this place seemed so…concept-driven. Now, most restaurants -- even L2o, oops, sorry to bring that up -- have a controlling idea and a marketing plan, but others (the late, and nowhere-near-great Minnie’s comes to mind) seem like a highly manipulative effort to appeal to a certain tendency or “weakness” in the buying public. So, the buying public for this particular restaurant are the young and the lusty, the backpacked and the big bellied, with high metabolism and huge hunger. Check the demographic:





The Wife and I fit right in. My backpack helped.

The basic idea is, you buy yer falafel and you load it with condiments, some of which – like harissa and pickled turnips – were pretty good, if somewhat salty and not exactly tasty together. Here’s the huge bunch o’ condiments they laid out for us citizens to ladle over our fried chickpea balls:





Now, here’s why I am, indeed an idiot. Ecco, dinner:



The Wife, who saw me with my twenty-something body, younger than Abby is now, as I ate servings of food three times as huge as this, now said “Wow, you really piled it on.” And at Falafill last night, that was a huge mistake, because all that wet stuff loaded on top those six fried falafel balls made them, not surprisingly, very uncrisp, mushy, and almost indistinguishable from the chaos of condiments all around them.

But it’s called FalaFILL, and so I filled up. Idiotically. Because it’s what I do.

A more complete review of the food itself is coming in the Reader.

Falafill
3202 N. Broadway Ave., Chicago
773.525.0052

The place does have that collegiate institutional cafeteria look to it. I wonder if just focusing on Falafel is a viable business concept? It is sort of like those baked potato places that cropped up a decade ago (are there any left in business?).

That room looks like a repurposed Cereality.

But I can definitely see myself checking it out. I love stuff like this and there's not too much else to eat in that neighborhood anyway. The salads look fresh and tasty, so unless the falafel itself sucks (we will have to await a more temperate investigator to find out), I'm all over this. What's the pita situation? Fresh-baked?

That's my contender for Most Ugly-Ass Plate of Crap of the Year. What, they were out of candy-colored sprinkles?

Though the name alone would be enough to keep me away.

Makes "I Dream of Falafel" look inspired.

http://www.idreamoffalafel.com/

I went to a more interesting version of this place in Amsterdam on a spring break trip in college. I think it was called something like "All You Can Eat Falafel Balls the Whole Day." Same concept, get a pita with some falafel balls and fill it yourself with a whole range of crap. Given the time, place, and circumstances this was pretty much the greatest restaurant ever.

Mike G wrote:That's my contender for Most Ugly-Ass Plate of Crap of the Year. What, they were out of candy-colored sprinkles?

Another entrant for what seems to be your annual competition: the Taiwanese Shaved Ice with Green and Red Beans, Jackfruit, Longans and Lychees from Joy Yee Plus tonight:



Ready for the closeup? Here you go. Sweet dreams:

Man, it's like whoever picked out the art for the Leo Burnett lobby is buying you dinner, too.

cilantro wrote:That room looks like a repurposed Cereality.

But I can definitely see myself checking it out. I love stuff like this and there's not too much else to eat in that neighborhood anyway. The salads look fresh and tasty, so unless the falafel itself sucks (we will have to await a more temperate investigator to find out), I'm all over this. What's the pita situation? Fresh-baked?

The salad-like condiments were, actually, quite fresh, though the pickled items (e.g., turnips) had a bit of a tinny flavor.

I don't believe the pita was fresh-baked, though some of the condiments could quite definitely have been prepared in-house.

jesteinf wrote:I went to a more interesting version of this place in Amsterdam on a spring break trip in college. I think it was called something like "All You Can Eat Falafel Balls the Whole Day."

I think I went to that same place in Amsterdam.

Actually, wait -- I think the falafel part was missing.

Im sorry but when I saw the sign for this place coming, I thought I was in the Tribeca neighborhood. Then I thought, "wait am I in Wicker Park" then something else came to mind...Then I said-ahh sh*t why not Maoz*?

* If anyone has any info on how to get their attention so I can make money off BT/WP too then please let me know

When I noticed Hammond's post about this place, I rushed right over and had lunch today. I am a big fan of the genre, which REB and I refer to as "Amsterdam-style falafel." This style is marked by a toppings bar, the quality of which, in my opinion, is almost as important as that of the falafel balls themselves.

I learned to love Amsterdam-style falafel in the early 90s in (where else?) Amsterdam, at the Maoz chain mentioned upthread. Many years later, a Maoz location opened in Philly, and REB and I roadtripped from DC to see if it tasted as good stateside. It did. Then, we were blessed with Amsterdam Falafelshop knocking off Maoz and setting up a few blocks from my DC apartment. Not quite as good as Maoz, but only a few blocks from my home.

So... Falafill... another Maoz knock off... I rushed right over, and I really enjoyed my lunch. The falafel balls aren't perfect. They're a little dense and a bit underseasoned to my taste. And no, they aren't nearly as good as fresh, hot, $.25 falafel balls at Salam. And the pita is fine, but nothing special. Yes, so? Falafill's execution of the toppings bar is excellent. A few toppings that I remember: thick, lemony tahini; deep, spicy harissa; minted cabbage salad; pickled wild cucumbers; cilantro/jalapeno yogurt; oil-cured olives; Moroccan spiced carrot salad; tabouli; toum; pickled turnip; and a lemony radish, cilantro, and onion salad. It goes on forever. All fresh, all very good.

5 or 6 falafel balls and shredded iceberg in a pita - 5 bucks. One visit to the toppings bar - complementary (and the best part).

I'm also pleased to see that Falifill is open late -- until 10pm Su-Thu, and 2am F-Sa. Thanks, David for bringing Falafill to my attention. Great to have AMS-style falafel in town and great to have another good, cheap, late night option.

--Rich

David Hammond wrote: Another entrant for what seems to be your annual competition: the Taiwanese Shaved Ice with Green and Red Beans, Jackfruit, Longans and Lychees from Joy Yee Plus ...

Yup - very chic place, very cute stuff...but sadly, IMO, food was only OK. (Sparky sure polished off CrazyC's heavily-teriyakeed yakitori chicken skin, though.) I was curious when I saw the option for your particular order, thanks for confirming that a yogurt with fruit was the right way to go.

Mhays wrote:

David Hammond wrote: Another entrant for what seems to be your annual competition: the Taiwanese Shaved Ice with Green and Red Beans, Jackfruit, Longans and Lychees from Joy Yee Plus ...

Yup - very chic place, very cute stuff...but sadly, IMO, food was only OK. (Sparky sure polished off CrazyC's heavily-teriyakeed yakitori chicken skin, though.) I was curious when I saw the option for your particular order, thanks for confirming that a yogurt with fruit was the right way to go.

Oh, I'm of your opinion...and sorry to crossfade restaurants; the Taiwanese Shaved Ice was from Joy Yee Plus, and I didn't have the yakitori chicken skin...though I was ga-ga for gizzards.

You missed out if you didn't get the mochi. They really completed the picture: at a glance they strongly resemble raw bay scallops.

i made my first visit to falafill this weekend. i thought the falafel were terrific. freshly fried, crisp on the outside and moist inside. my friend says the prices have gone up. it's now $5.50 for a pita with 4 falafel and whatever toppings you can cram into the pita, as you get no bowl. i had the bowl (6 falafel, tender pita, $7.50). the toppings seem to be the same as in earlier pictures posted. most simply arent to my taste, but i enjoyed the roasted beets, garlic paste, tahini sauce, cilantro/jalepeno sauce, as well as the curry aioli i took from the dispenser that appears to be for the french fries. next time, i'll stick to the falafel only, but i will go back if i'm in the neighborhood. the staff were very pleasant, the room was clean; i didnt care for the bolted down backless stools and the tables jammed together. justjoan

in case anyone is more interested in the salad bar than the falafel--you can request fewer balls in the bowl option (i'd assume you could do same for the pita) leaving you more room for salad. I also put all of my sauces in containers to minimize the glop factor and leave even more room for stuff. It's really quite delicious if you layer correctly...don't knock it til you try it

Falafill is not going to blow anybody away in terms of excellent Middle Eastern food - no way - but there's something to be said (and very positively so in my opinion) for a fast food place in a neighborhood which is generally packed with the likes of Subway and which offers a freshly fried, and pretty tasty falafel sandwich. Sure, the pita could be a lot better but the falafel balls themselves offer a good flavor (no, not a lot of spice or complexity but still good). And they're always fresh, crisp (but too dense) and the salad/toppings bar is really fresh and well maintained. And some of the toppings are pretty damn tasty.

I think it's a great concept that appeals to many people who might be intimidated by Middle Eastern food but want something different and a little healthier.

This will probably get me banned, but I'd rather have lots more places like this around than all the new and exciting BBQ spots.

I've been a couple of times and basically agree with BR: the best part's the falafel itself, which is not outstanding but still good. What keeps me from going more often is:

1) The pita's been stale and revolting every time. (From justjoan's post it seems like this has been remedied.)
2) The salads, toppings, etc. are kept ICE COLD. This is unbelievably stupid.
3) This was the perfect spot for a quick meal before or after the Lakeshore Theater. Now....

[
1) The pita's been stale and revolting every time. (From justjoan's post it seems like this has been remedied.)
2) The salads, toppings, etc. are kept ICE COLD. This is unbelievably stupid.
3) This was the perfect spot for a quick meal before or after the Lakeshore Theater. Now.... :([/quote]

on my only visit the pita (i got the white) was warm and soft. i dont think they have any choice about keeping the toppings on ice- health regulations, etc. i would love to see more fast food places like this, and less mcdonalds.

cilantro wrote:This will probably get me banned, but I'd rather have lots more places like this around than all the new and exciting BBQ spots.

I've been a couple of times and basically agree with BR: the best part's the falafel itself, which is not outstanding but still good. What keeps me from going more often is:

1) The pita's been stale and revolting every time. (From justjoan's post it seems like this has been remedied.)
2) The salads, toppings, etc. are kept ICE COLD. This is unbelievably stupid.
3) This was the perfect spot for a quick meal before or after the Lakeshore Theater. Now....

Why would you be banned for saying you'd like to see more places that serve food that you apparently don't like very much?

I'm guessing the salads and toppings are kept very cold due to health code requirements; regular salad bars might keep their food similarly cold, but the coldness is maybe more obvious when you're putting it on warm falafel balls.

I like it fine. It's far from my favorite falafel spot in town, but it's a great addition to the neighborhood.

I don't know, maybe I'm just a big wuss with the cold toppings. I remember putting on something -- I think it was some kind of beet salad -- and it was like *frozen* beets, not refrigerated. Not very appealing.

I like Falafill. A lot.

Of course I'm a sucker for gluttony and all you can eat. Does not mean I don't very much enjoy a big plate of that stuff. And I mean plate. How can one get it in a sandwich as there's not nearly enough room for the stuff. And I try some times to segregate the stuff but it always just blends together. That alchemy of salads, falafel (pretty much always made to order) sauces, and pickles is the epitome of sum is greater than the parts. It makes my mouth happy.

It is not Westwood's Falafel King, but then again I cannot get a Stan's donut afterwards either. Yet, I find myself going to Falafill about anytime I am near that area.

I happened to drop in when they were just opening. I ate in, and quickly realized that the table next to me was occupied by the partners. For a while I eavesdropped on them (though by now I've forgotten most of what was said), and as I prepared to leave, they all jumped me and quizzed me in detail on what I felt about every aspect of my experience. They seemed very interested in honest response and very proud of their food and not merely "marketers."
Obviously there's a lot of concept involved, but I'd say that they've picked a type of food that serves, and is decently served by, the concept they've wrapped it up in.
As others have observed, the stuff on the bar is fresh and good and they seem to keep it well stocked and wiped down, so it's always inviting.
I actually scope out the counter when I go in and slip into line when I think my order will coincide with a fresh batch of felafel. So far I've been very happy with every order.
I do think the whole container-condiment bar process could use some tweaking and re-thinking for all the reasons enumerated up-thread. I like all that stuff, but I don't want to bury my felafel under it.
But it's a place I'm glad to have there doing its thing and I wish them well. There are culinary deserts in Chicago where a bright little storefront with good fresh food like that would be a huge blessing, not just a welcome addition. And maybe even financially viable to boot.