Tai Er brings Sichuan flavors to San Mateo

For Kevin Liu, Tai Er North America’s marketing director, the restaurant aims to entice more Americans to be curious about trying Chinese food.

“The Bay Area is a region where food culture and innovation thrive,” Liu said. “We have an audience here that’s highly open to new dining experiments but also discerning about quality and storytelling.”

Tai Er popularized suan cai yu (Chinese sauerkraut fish soup), which is highly regarded as a popular dish in the Guangzhou region of China. Liu explained their delicate, precise fermentation of small mustard greens for their sauerkraut, which is a primary component of their house specialty or a side.

The restaurant also serves a variety of cuisines to suit different preferences. Dishes feature stir-fried proteins mixed with the popular sauerkraut or blended with spices that transcend heat, with flavors ranging from sweet, sour, spicy and tangy to savory. Leafy greens, string beans and tofu dishes may appeal to vegetarians who wish to enjoy Sichuan cooking.

For dessert, Liu recommends pairing their meals with a serving of mochi-style sticky rice cake with ice cream to end the dining experience.

Other Tai Er locations, such as those in New York and Southern California, operate in a fast-casual format, which Liu said emphasizes meals for diners and places less emphasis on service. As a flagship store, however, Tai Er San Mateo offers a full-service experience, emphasizing hospitality and comfort, along with a more personalized approach to dining selection and knowledgeable staff who can provide recommendations.

The establishment of the flagship store in San Mateo stems from a brand strategy perspective, according to Liu. The team was drawn to the city’s diverse community and cosmopolitan food scene. Liu said starting this branch in an “influential city first” could serve as a “launch pad” for further expansion in the Bay Area.

From its soft opening in August, Liu said they trained a team of 100 staff members, improving operations and efficiency until the grand opening. He hopes to continue refining the experience until the eventual opening of their second Northern California location at Westfield Valley Fair in San Jose.

“We are trying to target four locations in the Bay Area,” Liu said. “One in San Francisco, one in the San Mateo region, another in the South Bay, and another in the East Bay.”

As locals await closer Tai Er locations, people from San Jose and San Francisco continue to beat traffic to drive to San Mateo and try the new Chinese food spot.

Lio Liang from San Jose said he had tried Tai Er in China. He traveled to San Mateo for work and decided to eat dinner at the restaurant with a friend, ordering the signature sauerkraut fish and Chongqing chicken.

“The dishes’ tastes are somehow a little bit different,” Liang said. “But I think I’m satisfied with the American one.”

Jenny Shu from San Francisco brought her family visiting from Southern California to San Mateo to feast on Sichuan cooking.

When asked about the service, she complimented the staff for being efficient, but said they could be more generous with complimentary side dishes, such as lettuce to wrap the meat.

“I think I would bring some other people who haven’t been here,” Shu said. “It’s good to go with a group so that you can try more dishes.”

Tai Er San Mateo is at 98 E. Fourth Ave., San Mateo. Go to taierusa.com for more information.