PROFILE: Midtown Lunch’er “Sisha Ortuzar” Plus ‘wichcraft Book Giveaway
Every Tuesday I turn over the site to a different Midtown Lunch’er for his or her recommendations for the best lunch in Midtown. This week, I’m pretty excited to welcome Sisha Ortuzar, the cofounder of ‘wichcraft, which has many Midtown locations. Whether or not you love or hate ‘wichcraft, Sisha is an amazing chef who has cooked in some of ML’s favorite cities- including Chile, New Orleans, and of course NYC (at Grammercy Tavern). And he co-wrote the brand new ‘wichcraft book (along with Tom Collichio). We actually have 5 copies to give away at the bottom of the profile.
Name: Sisha
Age: 36
Occupation: Restaurant owner, so it depends on the day (sometimes chef, sometimes designer, sometimes architect, sometimes marketer, sometimes dishwasher, etc.)
Where in Midtown do you Work?: ‘wichcraft (several locations in Manhattan, a lot of them in Midtown)
Favorite Kind of Food: I like almost everything; it really depends on the day. The food that I find most interesting tends to be spicy (Szechuanese, Korean, Indian) but I also like simple and straight forward food. One of my favorite things to eat is toast with butter.
Least Favorite Kind of Food: Puerto Rican food. It just seems very bland and one-note to me.
Favorite Place(s) to Eat Lunch in Midtown: Bar Zippeto (on 6th btw. 56+57th) for espresso. The halal meat cart on 6th Ave. and 49th for meat on a stick. A cheeseburger from the Burger Joint at the Parker Meridien (on 56th btw. 6+7th), and Yushi (on 47th btw. Park+Lex) for a healthy snack.
“Go-To” Lunch Place You and Your Coworkers Eat at Too Often? ‘wichcraft. It’s kind of convenient.
If you could work anywhere (just because of the lunch) where would it be and why? Singapore. Those hawker food centers look really good.
Is there anything you’d like to ask the Midtown Lunch readers? How can ‘wichcraft make you happier? (I know I’m setting myself up for abuse with this one.)
Well, unlike previous lunchers, at least he knows he’s in for some abuse! Alright… so here is how you win your own copy of the new ‘wichcraft book by Tom Colicchio and Sisha Ortuzar. Just comment below… a ‘wichcraft suggestion, or whatever, and you’re entered to win. 5 winners will be drawn at random on Friday (4/17) at Noon. Please be sure to include your email address so we can contact you if you win. (Don’t worry, it won’t show up on the site.)
I’ll start… make the sandwiches cheaper and/or larger! That way us fat guys won’t have to resort to “menu strategies” like this one.
And as always if you want to be next week’s Profiled: Midtown Lunch’er (or know somebody you’d like to nominate), email me at zach@midtownlunch.com.
Posted by Zach Brooks at 11:45 am, April 14th, 2009 under 'wichcraft, PROFILE: Midtown Lunch'er.
96 Comments | RSS comments feed for this post
96 Comments
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As someone not in the ‘wichcraft target demo, I can just tell you that in two years of working by your store, never once did I feel compelled to even try it. But judging by the lines at ‘wichcraft in the summer, it seems like you guys do a good job hitting your target demo. And knowing the Chef Tom empire, pretty sure you guys wouldn’t lower the prices anyway, except maybe on a Wednesday in a separate kitchen or something.
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Serve deep-fried hotdogs, can I have to book now? :)
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I would try wichcraft too if the astronomical prices came down.
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Make the sandwiches bigger! I don’t mind paying extra for something I know is good and fresh…but I always appreciate a sandwich that is more than a “snack”
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I’d agree with either lowering the price or throwing something free in. I’ve got a ‘wichcraft right by my work, and I’ve been put off trying it since I’m usually famished by lunch and end up opting for Koreatown goodness.
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Agree with lots of other commenters that there should be more combos or deals- with desserts or drinks or soups. Or at least – if the majority of sandwiches are going to be expensive, have a deal of the day with a rotating more affordable sandwich.
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Personally, I think you are positively yummy.
Sad that you are involved in a coven, however.
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Forget about ‘freebies’ like paltry chips or a drink. What would sell the sandwiches is making them more substantial. Even if the ingredients and combination are above average, it is ridiculous for the vast majority of people to pay $10 for a sandwich that doesn’t even make a full lunch.
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“PUERTO RICAN FOOD IS BLAND”? That statement just boggles my mind; puerto rican food is absolutely delicious; different types of peppers, oregano, garlic, mojo, vinegars, citrus, cilantro, onion…all are key ingredients in puerto rican food, and if you have had bland puerto rican food, it was most likely the result of poor cooking or catered to a blander palate. I love spicy & flavorful food: indian, thai, korean, etc…but I am puerto rican and for me, puerto rican tops every other type of cuisine…:)
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Yes, where is your Midtown Lunch Sandwich Challenge??
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Bland Puerto Rican food? Does that exist? The place you went to for Puerto Rican food did you dirty… or they might not have been puerto Rican.
Puerto Rican food… bland? Ha! Visit my grannies kitchen dude. NOT Bland at all. -
Wait… maybe a puerto rican sandwich for ‘wich craft! yeeeeah
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Though I should add: Very nice pressed shirt and eyeglasses, Shisha.
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I would love to see an osso bucco sandwich.
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I’m still waiting to hear what Puerto Rican food he had that was bland and one note… That comment spits in the face of what Puerto Rican food is all about… colorful, spicy, tasty, variety of flavors…
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Food is good, way to small for the money, bigger sandwiches. More pork, that is always good
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On withcraft, clearly the food is overhype, too small of portions and to pay $10+ for sandwich I would demand either table service and ors d’heuvre or a half off coupon for the next sandwich. You need to be able to provice cheap delicious food, if not you shouldn’t even be allowed in this website.
And seriously, Puerto Rican food is bland??? Where have you been eating food?? Such blasphemy is like saying that Zach loves lunch over $10……
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Uh oh sisha, you have raised the ire of the puerto rican midtown lunchers
Watch out… they carry knives
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They are on the expensive side but it’s worth it for me. Sometimes you’ve got pay for quality. I’d actually like to see a daily or weekly special sandwich.
Send us some ‘wichcraft love in the 50s east of Park! I would go there all the time if it weren’t a fourteen block walk from where I work up at 59th & Lex.
Please don’t make your sandwiches bigger. It would be nice if you could offer some cheaper options with cheaper but quality ingredients, but… Under $10 is cool with me as long as there is enough protein to keep me sated.
P.S. No one has mentioned your oatmeal, but I miss the oatmeal I used to get from your stand in Bryant Park so much.