In my latest bout of social media truisms, I chimed in on a $7 croissant. Pedantic social media experts quickly told me no such pastry existed in San Francisco, and to no one’s surprise, on X, the conversation shifted to the housing crisis.
I love also this person on Threads who took it as a moral imperative to tell me just how skilled the labor was in making said croissant. Listen, I'm sorry I posted something for clicks; I have read your comment, but please keep punishing me for gaslighting you, lol.
I'm really not a hater. We want small businesses to thrive. It's such a weird world where we call everything late-stage capitalism, but then go on to accuse strangers of being Tom Hanks in You've Got Mail, trying to put all the Meg Ryans out of business. As if IGAF about Starbucks.
So anyway, several others mentioned Arsicault Bakery, which sells an almond croissant for $6 that's apparently to die for. This morning, fueled by a lack of sleep and a desire to do more low-lift journalism, I wandered over to the location at 397 Arguello to try one of these expensive-ass pastries at exactly 8 a.m. And this is what it looked like at opening time:
I didn't ask anyone what they were doing there, but it was exactly the sort of San Francisco scene I could have made up without even going: A mostly middle-aged crowd that was also, to my eyes, mostly caucasian. If I'm honest (and hell, why not at this point), I was also surprised at how fit everyone was, considering their ravenous commitment to carbs.
I had heard the line would take an hour, but it was more like 30 minutes. A couple signs helped people queue, and markings on the sidewalk encouraged social distance. If you're like me and live under a rock—and don't already know—I'll note also it's a small pick-up-your-food-and-go situation inside.
I ordered a chocolate and almond croissant, $6 each, and tipped 20 percent on them, coming out to $7.20 before tax for each one. So yes there is a $7 croissant! But was it worth it?
Honestly it was probably the best fucking croissant I've ever eaten. Not that I'm a pastry person, or a person who stands in lines. I am, however, a Millennial who started eating more avocado toast when "experts" told us that's the reason we can't afford a house.
We all have our thing. Frankly mine is expensive plants at the Sloat Garden Center. But this croissant was fantastic, too.
Some background if—again, like me—you've been under a rock:
Arsicault Bakery went from an unassuming neighborhood storefront to a national sensation overnight when Bon Appétit magazine crowned it the "Best New Bakery in America" in 2016. Today, it is widely considered a world-class institution, drawing pastry purists and celebrities alike to its famously long lines. (Although Zendaya prefers Arizmendi.) You can get one of their popular croissants at:
- Inner Richmond: 397 Arguello Blvd.
- Civic Center: 87 McAllister St.
- Mission Bay: 1070 Bridgeview Way
In the past year there have been plans for locations in Downtown SF and Palo Alto.
I'll note also that I often look at the businesses operating next to sensations, and I wonder how they're doing. In the Richmond, these funky lamps at CAHA Design caught my eye.
Consider also throwing some dollars at Breck's, a café, wine bar, and bottle shop that's next door to Arsicault.
Saul Sugarman is editor-in-chief and owner of The Bold Italic.
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About that event with SF Symphony
We had a lovely time on June 18th listening to Beethoven and partying after at The Academy SF. What a way to spend a Thursday night.
Thank you everyone who came and to our hosts, SF Symphony and The Academy SF, in particular to co-owner Nate Bourg for facilitating the space and DJ P3tunia for not just the music, but insisting on decorating with rainbow balloons and lights. If I missed you at Davies or afterward, genuinely sorry. I wore a huge ballgown so I'd be easy to spot. I'd love to catch up the next time we do one of these.
Thank you to Independent Arts & Media
I want to thank our fiscal sponsor Independent Arts & Media for a recent $1,500 grant in support of local journalism at The Bold Italic. It's such a slim operation right now, and every little bit helps.
Another Broke-Ass shoutout
I mentioned Stuart Schuffman in a recent email, but I think he was looking for more clicks. 😂 So here is his promotion again. And another thank you to him, to the SF Ballet Young Patron's Circle, and to Curious Connie for helping to promote our event with the SF Symphony this week.
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