Every Sunday, I come up with a shortlist of things I want to do and see for the week. Like most people, I ask friends or keep an eye out for what’s trending on social media.
So when I watched Insider’s FOMO inducing video on Avocaderia, (see below), the “first and only avocado bar in the world”, I thought to myself: Must. Eat. Now.
But unlike the generous press it’s received, my Avocaderia experience IRL was underwhelming and I’ll tell you why.
The small eatery is housed in a super-trendy warehouse in Brooklyn’s Industry City near the neighborhood’s waterfront. It’s more of a booth than it is a restaurant and if the menu is… well, if we were just to quote the New York Times here, one could assume the “innovative bar is the place for avocado everything: smoothies, salads, and yes, toast.”
Wait. Avocado toast is innovative?
As a native Californian, there are a few things wrong with that statement. Blending avocado together or spreading guacamole on sourdough bread are things we can do in the comfort of our own kitchen. However, against my better judgement, I ventured out in hopes I’d be proven wrong.
After perusing the 10-item menu, I opted for the “Avo Burger” in a desperate attempt to make sense of the lack of options and justify my Uber ride.
What I got instead was a small avocado, cut in half with two small slivers (and that’s a generous description) of salmon, arugula, some herb yogurt and sprinkles of sesame.
Confused and disappointed, I ate my “burger” sans bread with a fork and knife in about 3 minutes. Ridiculous, I know. But perhaps the most offensive part was that this basically cost me $15 (plus tax). Typically, I wouldn’t admit to such atrocity for the fear of being judged but I want to warn all of you.
How does one pay $15 for an avocado? Here are 3 reasons.
Don’t be the best. Just be “the first”. As a travel writer, I’ll oftentimes see destinations and restaurants receive positive buzz at the most reputable of publications (I’m looking at you NYT, Nightline, and INSIDER) for simply claiming to be the first to do something. Sure, that’s newsworthy but be wary of the intention behind the coverage. Is this just a cool, shareable video? Or a true review? Yelp is still your best friend.
Instagram opps. It’s no secret that stunning photos, free food, and the possibility of lots of likes and comments may fuel influencers to post about things they could care less about. Look out for who’s posting and what they’re saying.
Hipsters gone international. Avocaderia is the result of three native Italians who decided to go into business together after its founder, Franceso Brachetti, “fell for avocados” while living in Mexico. An exotic item outside Western Hemisphere, their fascination is understandable.
But the joke’s on us. Because the trio has managed to sell us what we make on a daily basis, add “elusive ingredients” such as “pico de Gallo from Mexico” and “shichimi from Japan” in a space decorated with Moroccan tiles and charge Americans $15 for it.
This is hipsterism, people. Don’t let it go unchecked.
Trishna Patel aka Trishlist is a cultural curator, photographer, and host specializing in travel and the human experience. Follow her latest adventures as she explores New York City and beyond.
