Surf Food Stand opens on Strand
Surf Food Stand server Angela Covington and owner Ben Yeshzkia. Photo by Janet Oshiro
Say goodbye to sandy sandwiches.
A new concession stand has opened along The Strand at 41st Street.
The small building, previously known as Alfredo’s, is now the Surf Food Stand.
Surf Food Stand has been open only three weeks but has already expanded its hours from 7 a.m. to 7 p.m. Owner Ben Yeshzkia started with a 9 a.m. opening time, but quickly realized he was missing early morning clientele.
“We talked to the local surfers who said that if we were open for breakfast, that’s when they can surf,” Yeshzkia said. “And they want to get here before work. This is ideal for them because they don’t have time to go home and change – even if they were to see an awesome wave, they could run out, catch it, and come right back.”
Surf Food Stand’s quick change in hours was indicative of how the restaurant intends to operate: Yeshzkia hopes to run a concession stand made for the people and by the people.
“Obviously it’s our opening season and we’re just working with everything that comes along,” Yeshzkia said. “It’s a learning process.”
Next to the order window are surveys and a suggestion box. Customers can fill out surveys anonymously, answering questions such as “Did you enjoy your food?” to “If we open at 6 a.m., would you have breakfast here?” Customers are also encouraged to suggest a new name for the concession stand.
“We want to make the community involved, and that’s why we made the survey,” said Kenzie Larson, a worker at Surf Food Stand. “We’ve asked everyone what would make them want to come here. We take their advice into consideration. We have little girls that come up and say ‘Can I have this smoothie with four different flavors?’ And it’s like, ‘Sure, anything you want!’”
Yeshzkia said he has spent two years renovating the building and is far from done.
“You couldn’t tell from the outside because it still looks like a shack, but we’re working on it and we’ve made sure the entire inside is very clean,” Yeshzkia said. “I want people to feel like they’re going to a nice restaurant. Eventually I’m going to bring the cleanliness that’s inside, out. I want people to feel like this is more than a hamburger place.”
But the stand will still be beach casual.
“People don’t have to worry about dressing up fancy,” Larson said. “They can just come down here and enjoy it. The surfers can just take their wetsuits off and sit down and relax, and not have to worry about their appearances or the right etiquette.”
The food is made to order and fresh fish is always available. The menu has everything from a breakfast burrito to fish tacos and soon will begin serving more Mexican and Middle Eastern food. Although chicken nuggets and burgers are offered, vegetarian options and salads have also been added to the menu.
“We’re trying to be health conscious, and have some alternatives for the people who don’t want a hamburger,” Larson said.
Yeshzkia feels that this should be a place for both tourists and locals to come, relax, and enjoy.
“It’s for anybody,” he said. “We have such a vast menu because we want to find things that everyone will like.”
Surf Food Stand also offers a kid’s meal and recently obtained an espresso machine.
In order to truly embrace locals, the stand offers a 10 percent discount to not only the surrounding surf camps kids and lifeguards but any city employees.
“I want people to feel like they’re coming to a resort,” Yeshzkia said. “They deserve to have it here. We’re building it through the years. This season we’re figuring out what people think and what they want to have and see when they come here. We’re willing to invest a lot into this. It’s going to be more than just your regular stand by the ocean.”
Visit the Surf Food Stand at 41st Street along the Strand or call ahead to order at (310) 939-7000. ER