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(Ends Today Thursday 4/24/2008)

(L-R:roti,corn fritter,beef rendang,Chef Ming,curry noodle)

It’s 2am and I am craving Ming’s curry noodle. It’s true though, it is often said that quality food cannot be found at neighborhood prices. Lime Tree, where customers can expect exciting Southeast Asian food that includes flavors from Indonesia, Malaysia, Singapore, and the Philippines, is an exception. Ming, a former chef at Singaporean restaurant Straits Café, now serves delicious meals at Lime Tree. This cozy and modest below street level restaurant in the inner Sunset serves dishes that range in unique texture and flavor. Lime Tree sets itself apart from other Southeast Asian restaurants with its value pricing and friendly service.

The ambiance: The lime colored wall presents a modern feel. Patrons immediately smell the aroma of pungent spices upon entering the restaurant. Customers will find a simple menu organized mainly by side dishes and entrees. The cost of a meal is kept low as patrons gather their own utensils while awaiting their meals. After seeing patrons a few times, chef Ming intentionally gets to know their names and will kindly make suggestions based on his customers’ preferences.

Sides: Unlike most Asian restaurants, the menu of Lime Tree is kept quite simple. Roti Pratha ($2.50) is a famous Singaporean dish. The bread is flaky and delicate like a croissant but also chewy like Indian Naan. The roti is complimented with a flavorful curry dipping sauce. Be sure to get an order of the corn fritters ($3.50). Corn puree is mixed with whole corn and minced prawn before being fried. The result is a light, sweet, and fragrant side dish. The dipping sauce is a mayonnaise paprika that adds kick to the fritters without overwhelming the sweet flavor of the corn. Potato cakes ($2.50), mashed potatoes mixed with shredded mushroom and nutmeg, make a nominal vegetarian side dish.

Entrees: One of their house specials is the Singaporean Curry Noodle ($4.99). Glass noodles and shredded chicken are mixed in curry sauce. The translucent bean thread noodles cleverly soak up the curry sauce. The few shreds of marinated chicken in the dish allow the curry and glass noodles to remain center stage. The fresh squeezed lime juice gives a slight citrus taste to this savory and sweet entree. Beef Rendang ($6.99), is a great comfort dish. Beef cubes are slow cooked on low heat for over three hours to create soft tender meat covered with dark pungent gravy sauce. The tofu and shrimp special ($6.99) with lime is a great rice dish. Flash fried tofu is served with shrimp and chopped spinach. The ingredients are ordinary but the flavor is unique. The curry is composed of curry spices, coconut milk, tamarind, coriander, and lemongrass resulting in an aromatic and pungent dish. The rich and creamy curry is perfectly paired with white rice. The roasted chicken ($4.99), a great dish for the less adventurous, includes a slight over salted drumstick and thigh. The sweet and lightly spicy flavors mainly come from the sweet chili dipping sauce. Basil makes the tofu and shitake mushroom ($4.99) a light vegetarian dish worth trying.

Asian American Connection: The anchors behind this bargain eatery are Chinese Indonesian chef and owner, Siok Ming Djong, and his business partner, Angela Pranoto. Training at a culinary school in Bali confirmed Chef Ming’s passion for cooking. He immigrated to the United States from Indonesia in 1996 to search of the American dream. After working at well known Bay Area restaurants and cruise ships, Ming challenged himself by opening Lime Tree one and a half years ago to fill in what he observed to be a gap – authentic Southeast Asian cuisine. His restaurant is a combination of great food and a friendly family atmosphere.

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Ming became teary eyes as he revealed the most challenging part of owning a restaurant: his limited time with his three year old son. At the moment, Ming can only promise his son the latest toys in exchange for limited play time with dad. Despite sixteen hour days at the restaurant, Ming is constantly motivated when he sees customers leave with their plates empty. Ming is just one of many Bay Area Asian restaurateurs struggling to strike a balance between family and the business. I not only learned about Southeast Asian cuisine, but also got a glance at what continues to drive an aspiring Asian chef on his journey in living the American dream.

Consultant hat.
Location, location, location. It’s obvious that location plays a major role but what if we can’t find that treasured spot due to cost or other issues. That’s the case for Lime Tree. If it was located in a plaza, no doubt it would thrive. The reality is, life is never a rose garden. So if you’re in a bad location, focus on building even more value.
Some ideas.
1) Negotiate a structured payment with the parking lot management company so that customers get discounts on validated parking.
2) Parking is though around Irving and may take around 1/2 hour. Acknowledge this. When the patron arrives, talk to them.

Customer: I’m late for my reservation. I couldn’t find parking.
Restaurant owner: I understand, you’re not the only one. Here is a map (laminated) of the neighborhood. I suggest finding parking on Lincoln Way right before Golden Gate Park.

There, you built trust and value. Remember, useful information creates value.

3) Identify hubs. UCSF, one of the largest employers in San Francisco, needs to be targeted for catering services. Meetings/club activities = increase in revenue
Lime Tree serves sandwiches and this is appealing for customers who are on the go and time is a constraint.
4) Just like going to Disneyland, people dine at restaurants for the dam experience. So it’s crucial that owners create a great one. After all, San Francisco has over 5,000 restaurants. Make your customers feel special. Ming does a great job doing the meet and great thing.
5) Don’t sweet the small stuff. I have seen restaurant owners charge $.25 for an extra packet of sweat and sour sauce. Instead, look at the big picture. Provide value, service, and great food. The tips will make up for the lousy $.25.
6) 95% off restaurants I see are not innovative. I don’t blame them. Owners focus on the operations working 7 days a week and long hours. Consider starting a blog and ask diners to comment on food. Listening creates value. In the old days, comment cards and boxes were used. Those days are long gone.

Lime Tree
450A Irving St. (@6th Ave.)
San Francisco, CA 94122
Tel: (415) 665-1415
Open Tuesday to Sunday
Tue-Fri: Lunch 11am-3pm, Dinner 5pm to 9pm
Closed Monday
Prices: $$ ($7-$15 per person)

60% off Gift Certificates at Restaurant.com. $25.00 Gift Certificates for $4.00 with code FLAVOR.

(Ends Today Thursday 4/24/2008)