By Regina McKenzie
The flavours of southern Italy have arrived in the heart of Birch Cliff.
Rustico Italian foods has opened up shop at 1458 Kingston Rd. and its owner Joe Scorcia said he was “overwhelmed” with the welcome he received at his impromptu debut on Friday night.
“I thought, well I have everything in place. Let’s open. No advertising – and yet 50 people walked in. I was surprised,” said Scorcia.
Saturday was even busier, thanks in part to social media, with a steady stream of people checking out Rustico.
In fact the shop sold out of focaccia – a signature Italian bread – three times before mid afternoon. “Business has been far beyond my expectations,” said Scorcia.
Mattia Trinier discovered the shop was open on her Saturday morning walk. “It’s a wonderful thing for our neighbourhood,” said Trinier.
Many customers were expressing delight that an upscale food store had finally set roots in Birch Cliff.
“I felt a sense there is something here (Birch Cliff) and I am hoping to be part of it” said Scorcia.
Joe Scorcia’s homemade focaccia bread
“Simple, quality food”
The restaurant will feature what Scorcia calls “simple quality food”- using ingredients largely imported from his native Italy.
Even the olive oil comes direct from his family’s olive farm in Calabria.
The menu will change daily but will focus on soups, focaccia bread, sandwiches, small pizzas and salads along with coffee, espresso and imported Italian drinks.
And true to the Italian tradition, there will be deserts like tiramisu and cannoli, a Sicilian pastry baked and filled fresh on the spot.
“The three most important things in life are friends,family and food” said Scorcia.
Owners Joe and Julia Scorcia
His goal, he said, is to offer high quality food in a casual walk-in environment for Birch Cliff natives, having recently moved to the east end with his wife Julia.
Scoria says is a self taught chef – guided by his grandmother “Nonna Rosaria” – in the recipes of southern Italy.
This is his third restaurant, having previously run two Italian eateries in the Yonge and Lawrence area.
Everything , including the bread, is available for take home because that’s what past customers wanted.”They said could you jar that for me?” said Scorcia. “Everyone wanted to take them home.”
Signs of hope for retail strip
Rustico is a welcome sign of life in an area that has struggled commercially for decades. One door east of Dollarama, the shop, which was formerly a dry cleaners, sat abandoned for many years.
While it will be a challenge getting area residents who are used to eating in the Beach or the Danforth to start thinking “locally”, there are clear signs of a growing demand for upscale services in Birch Cliff.
Thai restaurant Jatujak just a few doors down, is now often filled with diners.
And in the coming weeks a new coffee shop called “The Birchcliff” will open, just two doors east of House and Garden Co.
Scorcia says Rustico’s Hours to start will span from 8 AM when coffee is first brewed to 7 PM but may change to suit the demands of the neighbourhood.
Prices range from $2.99 to $9.99 – the opening special Saturday included mushroom puree soup, a prosciutto focaccia sandwich and cannoli and all were delicious. The bread was straight out of the oven – topped off with a chin otto – a type of cola popular in Italy.
Totally worth it.
Regina McKenzie is a long-time Birch Cliff resident.
Congratulations Joe & Julia!
Thanks for bringing authentic Southern Italian fare to Birch Cliff.
Can’t wait to swing by and become a regular.
Grazie