Edit ModuleShow Tags

The Searsucker Story!

All about the name of Brian's forthcoming restaurant


Published:

Having released the name of our new project recently, I’ve been asked over and over again, WHY? And what does it mean? Let me explain our reasoning on naming her Searsucker.

It started when my wife Chantelle and I were driving by the Del Mar Racetrack. I was complaining about missing Opening Day, something I hadn’t done in my five years in San Diego. I had to be out of town and I was upset — not because of the great horseracing I had missed, but more importantly, I didn’t get to wear my seersucker suit. Seersucker suits go best with Opening Day, Easter and hot Southern summer days. Easter and opening day had passed, and I had no plans to head to the South anytime soon, so the old classic suit would have to hang in the dark closet for one more season. We drove a few miles farther and my wife looked over to me and said, “That’s it! We did it! We finally have the name for your new restaurant: Seersucker!”

I loved it! If you know me and my style, I love the show, I love the spotlight and I love a little controversy! Who in their right mind would name a restaurant with the word “sucks” in it? What easy ammunition for critics, haters and naysayers. I texted my business partner, James Brennan, to see if he liked it as much as we did; immediately from across the country James simply texted back, “nice.”

But it wasn’t said and done at that point. We had to run it by a few very close friends and family members; we ran it by our designer, Thomas Schoos, who thought of several things to do with “suck” that have nothing to do with bad food, poor service or an awful ambiance. My mom thought we were crazy, some people laughed, some had no idea what seersucker even was. For those of you who don’t know, let us turn to Wikipedia:

Seersucker is a thin, all-cotton fabric, commonly striped or checkered, used to make clothing for spring and summer wear. The word came into English from Hindi, which originates from the Persian words "shir o shekar," meaning "milk and sugar", probably from the resemblance of its smooth and rough stripes to the smooth surface of milk and bumpy texture of sugar. Seersucker is woven in such a way that some threads bunch together, giving the fabric a wrinkled appearance in places. This feature causes the fabric to be mostly held away from the skin when worn, facilitating improved heat dissipation and air circulation. It also means that ironing is not necessary. Common items of clothing made from seersucker include suits, shorts, shirts and robes. The most common colors for it are white and blue; however, it is produced in a wide variety of colors, usually alternating colored stripes and puckered white stripes slightly wider than pinstripes.

When I read the definition of seersucker I began to like it even more. Milk and sugar; smooth and rough; spring and summer; wrinkled appearance; no ironing! These are the ideas behind our design — this is the feeling we are creating: worn and comfortable! The building on Fifth and Market is a beautiful building that screams “coastal living” to me — bright and beautiful with a definite feminine-quality, milk and honey feel.

It wasn’t the definition that got us all fired up, but the history that we read next:

The fabric was originally worn by the poor in the U.S. until undergraduate students, in an air of reverse snobbery, began to wear the fabric. Damon Runyon wrote that his new habit for wearing seersucker was "causing much confusion among my friends. They cannot decide whether I am broke or just setting a new vogue.”

Unpretentious! Rebellious! A new vogue! Reverse snobbery! Awesome!

Several people wanted us to name it Malarkey, No Malarkey, Full of Malarkey, 5th and Malarkey, or Malarkey on Market, but this restaurant is not about me. It’s about us — you and me. We’re building this restaurant for San Diego diners! I’m not cooking for me, I’m cooking for you, and seersucker defines the style, the vibe, and the mojo in which we are looking and striving for. A timeless American classic!

I was inspired by other restaurants that had fun with their names and obviously didn’t take themselves too seriously: Village Idiot, Father’s Office, Monkey Bar and so many other great ones. It’s best to make fun of yourself, to have the humility to laugh at yourself, have fun and enjoy life. And take the wind out of the naysayers’ sails!

We had to put our own spin on the name so we changed “Seer” to “Sear,” adding a little bit of sea to the scheme of things. We’re not going to be a seafood restaurant because of my non-compete agreement with the Oceanaire, but we are going to serve a lot of SEA food …

It’s fun, it’s real and now you know why we came up with the name Searsucker! Ill keep you posted on the ups and downs of opening this restaurant — your restaurant.


SIDE NOTES

• Tonight we are dining a Cucina Urbana for Chantelle’s birthday! What a great place to get a group of great friends together.

• I love the burger at Neighborhood! Ketchup? What ketchup?

• Get out and visit some of the great local beer makers — they all offer FREE tastings and education. I recently went to AleSmith, The Lost Abbey, Lightning and Green Flash!

 

Happy 2010! Cheers!

brianmalarkey.com

Edit ModuleShow Tags
Edit ModuleShow Tags

More »Related Stories

BOGO Half Off (w/ the Purchase of 2 Drinks) at Charles + Dinorah

With Chef Andrew Santana at the helm, Charles + Dinorah brings an adventurous, yet approachable dining option to Point Loma with a modern take on traditional comfort foods.

Sip On 10% Off at Splash Wine Lounge

Splash Wine Lounge is unique due to our Enomatic machines that allow the customer to sample by the ounce over 72 wines.

Up to $50 off Passes to San Diego International Film Festival

The San Diego International Film Festival is our region’s premier film event and one of the leading stops on the independent festival circuit.
Edit ModuleShow Tags
Edit ModuleShow Tags

Most Popular

  1. San Diego's Best Restaurants 2018
    Dig into the 260 winners defining San Diego’s food scene in 2018
  2. San Diego's Best Restaurant of 2018: The Finalists
    San Diego Magazine's Best Restaurants issue comes out in June. Here are food critic Troy Johnson's finalists for the best of the best.
  3. The Coolest Things Happening in San Diego Beer Right Now
    A dive into the new, notable, and lesser-known in our city’s beer scene
  4. Good Night, Cafe Chloe
    San Diego’s beloved French bistro is closing due to California’s unfair labor laws
  5. Pacific Gate: Downtown Living at its Finest
    Bosa Development brings Super Prime luxury to Downtown San Diego
  6. 5 Hot San Diego Pools That Are Open to the Public
    Where to go for lounging, sipping, dipping, or attending a grown-up pool party
Edit ModuleShow Tags

Promotions

Vote Now for Your Orangetheory Winner!

Winners will be announced at our Sweat event on May 12

Not Your Grandma's Orthotics

New year, new – shoe? Staying on your feet for long hours at a time just got a whole lot more comfortable with Wiivv’s BASE custom insoles
Edit ModuleShow Tags
Edit Module
Edit Module

Connect With Us:

Edit ModuleShow Tags

Sponsored

AquaVie: 10 Reasons It’s Downtown’s Best Kept Secret

The best workout and spa getaway around? It’s actually right underneath your nose.

Enter a Drawing You Could Actually Win

There are more than 1,700 prizes in the Dream House Raffle
Edit ModuleShow Tags
Edit Module Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags