Description:
In 1993 Brad and Veva were working at Embarko Restaurant. Brad was a frustrated chef, and Veva was a frustrated artist and line cook. Both shared the dream of a restaurant where the food was great, the service attentive, and the atmosphere magical, where the employees were interesting and kind people, who were encouraged to be themselves and honestly offer a great dining experience. They dreamed of a restaurant where the customers felt like they were at a friend’s house for dinner and that friend just happened to be a great cook. Brad and Veva were indeed dreamers, but more importantly, they were inexperienced and naïve enough to believe they could actually pull it off.
Birth
They began searching for a place with a stove and room for some tables and chairs. What else could you need? They already had a name. After weeks of constant brainstorming and countless bad restaurant names, Brad called Veva one night and said "Firefly?" and both immediately knew that it was perfect. They walked into the restaurant known as La Roca, which in its prime was a bustling, immensely popular Latin seafood restaurant. But under different ownership, it was nearly empty every night. Both Brad and Veva really liked the setting, nestled in the blustery far-reaching outskirts, away from what most people perceive as Noe Valley. After looking around for about two minutes, Brad was ready to walk out. This was one ugly restaurant! Veva took out her sketchpad and begin making some little scribble drawings. Brad said, "let’s go". Veva said, "it could work". Besides, it was the only place they had seen that they could afford to buy.
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