The American Cheesesteak Co.

Transcription

1 The American Cheesesteak Co. Born in the city of brotherly love from working class Italian immigrants, the cheesesteak is a Philly tradition and iconic Americana food experience. And now a Philadelphia tradition comes to Vancouver 781 Davie Street Vancouver, BC V6Z 2S Anthony Sedlak, Concept and Food Program americancheesesteak.com Media Contact: Andrew Poon Publicist T: E: vanfilmbuff@novuscom.net

2 History of the Philly Cheesesteak Americans have had a love affair with the Philly Cheesesteak since it was first created by Italian-American immigrants in Philadelphia in the 1930s. A hearty concoction of beef and melted cheese on bread, this iconic sandwich satisfies the largest of palates, while comforting enough to warm the soul. It is a quintessential piece of Americana. Brothers Pat and Harry Olivieri are credited with serving the first Philly Cheesesteak at their hot dog stand near South Philadelphia s Italian Market in Featuring sliced steak on hoagie buns, their delectable creation captured the hearts of so many that the pair stopped selling hot dogs altogether. Their renowned Pat s King of Steaks opened in the same location as their hot dog stand, and the restaurant continues to serve up Philly Cheesesteaks today. Philadelphians truly love their legendary sandwich. There are more than 2,000 restaurants in the city dedicated to the Philly Cheesesteak, while 17 per cent of Philadelphians indulge in the melt-in-your-mouth experience of a cheesesteak once a week. And now...a Philadelphia tradition comes to Vancouver.

3 What is The American Cheesesteak Co.? The American Cheesesteak Co. is founded on a passion for the mouth-watering beef and melted cheese concoction first created in Philadelphia in the 1930s. It is Vancouver s first restaurant dedicated to an authentic gourmet cheesesteak experience, enticing guests with traditional cheesesteaks as well as specialty versions that fuse a tantalizing range of flavors. Located at Davie and Howe, in the heart of downtown Vancouver, The American Cheesesteak Co. recalls the iconic steak joints of Philadelphia. Stainless steel fittings combine with white and black hexagonal tiles to create the ambience of an old-style, Philly steakery, while a mega-stainless meat slicer shaves the prime rib fresh daily. Drawings commissioned from artist Jerry Allen, playfully depicting menu items and Philadelphian cheesesteak culture, add to the charming, inviting atmosphere. In designing the deliciously-inventive menu, Chef Anthony Sedlak - a Vancouver native and host of Food Network s The Main was inspired by the way humble ingredients come together in a cheesesteak to create indulgent, gutsy comfort food. He draws upon fresh, natural and locally-sourced ingredients, ensuring that each sandwich is individually prepared and grilled to order. Traditional cheesesteaks at The American Cheesesteak Co. are crafted from tender shaved prime rib, proprietary seasonings and savory cheeses and served piping-hot on daily house-baked rolls. Decadent specialty versions of the classic cheesesteak, appealing to a broad range of tastes, are exclusive to The American Cheesesteak Co. Guests can savour meltinglydivine sandwiches such as Le Bifteck, which incorporates caramelized onion jam, double-cream brie, arugula and Dijon; the Chicken Milanese, with crispy chicken breast; and The Good Earth, a tasty vegetarian option. Twice-cooked fries and crispy onion rings are irresistible sides, while hand-scooped, all-natural, classic milkshakes finish the meal.

4 The American Cheesesteak Co. is conveniently located in Vancouver s entertainment district. The restaurant welcomes lunch and dinner patrons, as well as late-night crowds looking to satisfy their hunger. Fully-licensed, The American Cheesesteak Co. also has a year-round patio. Capturing the essence of a popular regional food, and giving it a sophisticated contemporary take, The American Cheesesteak Co. fills the void for soulful, homestyle cooking with an artisanal touch. We invite Vancouver to indulge in a Philadelphia tradition that is unrivalled an incredibly satisfying love affair that will warm your stomachs, heart and spirit.

5 Anthony Sedlak, Chef Anthony Sedlak one of Canada s most creative young chefs was just 13-years-old when he discovered his calling in life. It all began at a ski resort on Grouse Mountain. Like many other Vancouver teens, Anthony was drawn to the North Shore mountains by the adrenalin of powder-covered slopes. But when he took a shift in a Grouse Mountain café in exchange for a free snowboarding pass, his life went down a different path. For the first time, Anthony realized the pleasures of fine dining. He discovered that food isn t just fuel to get through the day a fresh, locally-sourced and well-prepared meal is something to be savoured, rather than simply calories to be consumed. It was a fundamental shift in the way he looked at food, and sparked a transformation in how he approached life. Anthony was inspired to live and eat in a more healthful way, an outlook that helped him to overcome weight problems as a teen. He became passionate about mountain biking, cycling, running, and hiking the Grouse Grind. He integrated his new active lifestyle with fresh, natural food getting on a bike to pick up locally-grown produce at the farmer s market, and enrolling in a high school Culinary Arts program. He completed a four-year culinary apprenticeship, and by age 19, was a leader in Grouse Mountain s flagship dining room, The Observatory. I support diversity and eating independently, says Anthony. I believe in real-deal, back-to-the-basics cuisine, with the finest natural ingredients. Anthony refined this culinary philosophy as his career took him around the world. He spent two years at La Trompette, a Michelin Star restaurant in London, England, and earned a silver medal for Canada at the World Junior Chef Challenge in New Zealand in Later that year, he won Food Network s Superstar Chef Challenge, and hosted four seasons of The Main on Food Network Canada, focusing on rustic, visually-appealing dishes prepared with top-shelf ingredients. This simple but wholesome approach to food is reflected in the mission of The American Cheesesteak Co., as Anthony returns to his roots and brings one of his favourite regional dishes to Vancouver. I m drawn to unique, established food experiences that have a vibrant history and tradition, Anthony says of his passion for the Philadelphia culinary phenomenon of a cheesesteak. At The American Cheesesteak Co., we are taking the essence of a popular regional food, and adding a contemporary, West Coast interpretation. Anthony s approach to the menu at The American Cheesesteak Co. is the same message that he delivers to the public as an ambassador for food: take pleasure in delicious, healthful meals, prepared with simple, natural ingredients. It makes food a whole experience that nurtures the body and satisfies the soul. This is the kind of comforting and heart-warming food that guests will discover at The American Cheesesteak Co. We want to wow people with simple flavours produced through flawless technique, bringing to life the story behind the dishes we present at the restaurant, he explains. Trends come and go, but classics are forever.

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7 DRAKE HOWE DAVIE GRANVILLE HELMCKEN SEYMOUR

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10 The American Cheesesteak Co. Opens the Door to a Philadelphia Tradition Restaurant is Vancouver s first to pay homage to an authentic cheesesteak experience (Vancouver, B.C. - October 24, 2011) One of America s most iconic food experiences arrives in Vancouver as The American Cheesesteak Co. opens in the heart of the city s downtown entertainment district (781 Davie Street at Howe) in October From the streets of Philadelphia to Canada s west coast, the legendary melt-in-yourmouth Philly Cheesesteak has been given a fresh, contemporary take. Serving classic and specialty versions of the iconic sandwich, using all-natural, locally-sourced ingredients, The American Cheesesteak Co. is Vancouver s first restaurant dedicated to a genuine cheesesteak experience. Chef Anthony Sedlak a Vancouver native and host of Food Network s The Main spent nearly a year developing the menu for The American Cheesesteak Co. We went straight to the streets of Philadelphia to find out why cheesesteaks are so popular, and then created our own exclusive menu, explains Sedlak. Our cheesesteaks are true to the Philly spirit they are incredibly satisfying, gutsy comfort food. We ve kept the authenticity of the original, while maintaining Vancouver s high standards for fresh, nurturing food appealing to a wide range of tastes. The American Cheesesteak Co. is a throwback to the old-style steak joints found throughout Philadelphia, serving a hearty slice of Americana in a fun and inviting, diner-style atmosphere. The restaurant offers traditional cheesesteaks made from tender prime rib shaved fresh daily, savoury cheeses and proprietary seasonings, and served piping-hot on freshly baked bread. Guests will also be tempted by decadent specialty, vegetarian and chicken versions that bring together tantalizing flavours. These include The High-Roller, which showcases wagyu beef, forest mushrooms, truffle aioli and fontina cheese; the Chicken Milanese, made from hand-breaded, crispy chicken breast; and The Good Earth, a sumptuous vegetarian option combining sautéed vegetables, crumbled feta cheese and home-made pesto mayonnaise.

11 The American Cheesesteak Co. Opens the Door to a Philadelphia Tradition Restaurant is Vancouver s first to pay homage to an authentic cheesesteak experience The menu would not be complete without irresistible sides the perfect finishing touches to a cheesesteak: signature, twice-cooked fries, skinny onion rings, market salads, and hand-scooped, all-natural milkshakes or ice-cream sandwiches. Philadelphians have had a love affair with the cheesesteak since the 1930s it is tried and true fare, adds Sedlak. We use simple, real ingredients to re-create this soulful classic. The American Cheesesteak Co. will be an experience that warms the stomachs, heart and spirit of Vancouver. The American Cheesesteak Co. is fully-licensed with sit-down dining in the restaurant and year-round patio. Open daily from 11:00 a.m. till late, the restaurant invites lunch, dinner and late-night crowds to discover why cheesesteaks are such a time-honoured tradition, capturing the hearts of Americans for more than 75 years. Media Contact: Andrew Poon Publicist T: E: vanfilmbuff@novuscom.net