Restaurant shows owner’s love for South City: Amoura brings fine dining experience to restaurateur’s native community

“It’s been a challenge, opening fine dining in an area that is used to regular dining,” he said. “But the responses have been extremely positive.”

Shihadeh grew up in South San Francisco, working for his parents who own School House Deli at the corner of Baden and Magnolia avenues. He graduated from the local public schools before going to College of San Mateo and later San Francisco State University.

His career in the food service industry took flight after establishing Amoura and Deli Up cafes at San Francisco International Airport and the Westfield Mall in San Francisco.

But his most recent endeavor charts a different course, and involves offering a high standard of fare to the changing demographics of his hometown.

Shihadeh has brought on Oscar Molinar to serve as executive chef of his kitchen, where he designs fresh Mediterranean inspired dishes, such as smoked black cod flatbread, grilled lamb kebabs, grilled branzino with roasted garlic, olives, fennel and preserved lemon and a variety of other options.

Molinar cut his teeth working at restaurants in San Francisco, such as Bar Tartine and The Coachman, and is excited to bring his brand of classics with a twist to a new community.

“We want to up the bar as far as food goes in the city,” he said. “We want to keep it approachable. Keep it fun. Keep it fresh.”

Shihadeh said no one understands better than him the dearth of quality or creative restaurants that South San Francisco has suffered, but hopes that his good reputation locally will buy him the trust of his native community, and encourage residents to expand their horizons.

General Manager Malcolm Brownson said he believes the success of Amoura will hinge on its owner’s long-standing stake in the city.

He cited the failure of renowned chefs such as Michael Mina’s Pisces restaurant in Burlingame and Wolfgang Puck’s Spago in Palo Alto as examples of the necessity for eaters to be able to relate with the identity of those offering their food.

Brownson said he believes the community is ripe for accepting a new class of restaurant, but patrons will need to adjust to the opportunity to walk from their homes to enjoy fine dining.

Shihadeh agreed and said he hoped the restaurant could capitalize on the ongoing rejuvenation of South San Francisco’s downtown, and appeal to the workers in the biotechnology industry looking to enjoy local culture near their workplace.

Shihadeh has a leg up on tackling the biotech community, since his company has been offering catering to Genentech through the Amoura Cafe.

He is also a member in the city’s Chamber of Commerce, and said he has long been waiting for an opportunity to shift the culture of South San Francisco’s downtown.

“We’ve been on the forefront of the change, but we’re part of the community, so we’re not imposing ourselves,” he said. “It’s a natural growth.”

To that end, Shihadeh said he’s seen a gradual expansion of patrons visiting the restaurant since opening in March. Some who made an initial visit have come back and brought friends, which indicates the food and ambiance are worth returning for.

Brownson has also crafted a beer, wine and cocktail menu that complements the entrees, featuring locally inspired drinks such as the Grand Ave., which blends rye whiskey, Grand Marnier and maraschino liqueur or the California Soul, mixing gin, grand poppy, thyme, sparkling muscat and egg whites.

Similar to the unconventional nature of some of the drinks, Molinar said the restaurant is hoping to blend familiar ingredients in an unusual fashion to create a unique experience.

Shihadeh agreed, and said the positive response he’s received is indicative of the culture shift taking place in South San Francisco.

“The city is headed in the right direction,” he said.

austin@smdailyjournal.com

(650) 344-5200 ext. 105