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Tom Tom Club

Tom Colicchio will appear on Martha Stewart's radio show and open a new 'wichcraft in Herald Square.

By Daniel Maurer

’Wichcraft Asks, ‘How You Like Them Heirloom Tomatoes?’

Last week ’wichcraft jumped on the know-where-your-food-comes-from bandwagon by replacing the plain ol’ numbers on its “table cards” (doled out to customers so servers can locate them) with semi-campy descriptions of how its food is sourced. We’re glad we can now bite into a BLT (served only during “BLT season”) knowing that the applewood-smoked bacon was custom-made by D’Artagnan and the Ozark Mountain Pork Cooperative, and the heirloom tomatoes come from Eckerton Hill Farm in Pennsylvania. As you can see by reading the cards, there are other fun facts: The pastrami comes from the West Coast (via David’s Old World), the jelly is made from “greenmarket fruit that [our chef] just can’t resist,” and the tuna comes from our own Primizie Foods (hence mercury levels “so low they’re often untraceable”). One quibble: What’s up with referring to “soda” as “pop”? Did Jersey boy Colicchio pick this up from Danny Meyer when he was at Gramercy Tavern? ’wichcraft table cards [PDF]

Carb Lovers Now Have Liquid Options at ’Wichcraft, Too

What could make ’wichcraft’s pork-and-coppa sandwich even better? Beer! And that’s just what the East 8th Street location is serving as of last Friday. Beer and wine are slated to come to the Tribeca location this Saturday, to the Fifth Avenue location a week or two after that, and to the Flatiron location in the near future. And this being a Colicchio production, we’re not talking about Bud and boxed wine.

Green Coke in the Bronx a Good Thing; Eat a 'wichcraft Sandwich, Save the Children

Astoria: New Mexican restaurant Luna de Juarez at 25-98 Steinway is ready to be sampled. [Joey in Astoria] Bronx: Coca-Cola’s added a handful of hybrid-electric trucks to its 90-vehicle delivery fleet based in the South Bronx. [NYP] Cobble Hill: Sahadi’s has put up a new sign, possibly in preparation for the onslaught of Trader Joe’s. [Lost City] East Village: A sushi bar called Nori will refill the Hip-Hop-Chow space on Second Avenue in hopes that this more banal concept will survive in the space for more than a few months. [Eater] Meatpacking District: Paparazzi aren’t the only ones not allowed to photograph the hallowed spaces of Socialista; civilians were hampered from shooting as well. [Down by the Hipster] Rockefeller Center: An eggplant sandwich “invented by three teenagers from New York City who spent a summer learning about the food business as part of a program connected to the Fresh Air Fund” (which will also snag some of the proceeds) has been added to the menu of ’wichcraft’s newest location at 1 Rockefeller Plaza near 50th Street and will be available at ten other locations by next week. [Diner’s Journal/NYT]

Pastry Royalty Performs at Sweet

The city’s top dessert chefs, from Johnny Iuzzini on down, delighted deep-pocketed foodies with their signature confections at Sweet on Friday night. Evian and Ferro Rocher flexed their marketing muscle, dispatching well-formed young people in tight clothes to represent their not especially sexy brands. The pastry aristocracy (Goldfarb, Iuzzini, and Stupak) were all present and accounted for, standing proudly behind space-age-looking creations that tasted even better than they looked. (Only Sam Mason wasn’t around, as someone had to man the stoves at Tailor.) At first we were sort of alarmed: There were obviously many more guests than had originally been intended, for the long, narrow, space, but since cake isn’t combustible, it all seemed safe enough. A body can only take so much chocolate ganache, Champagne, and high-powered pastry cooks crammed into one hall.

It’s August, and the Eating’s Easy

It’s August, cheap-eats time, when you should be gobbling down raw artichokes, Cuban sandwiches, tapas, and pasta. It’s time to chill out, in other words. And that’s the idea behind this week’s food coverage.