How Bi-Rite Divisadero Survived Its First Bay to Breakers

The cheese case turned Tecate case.
The cheese case turned Tecate case. Photo: Andrew Dalton/SFist

Bi-Rite on 18th Street has dealt with its fair share of Dyke Marches and nutty, sunny Sundays full of Dolores Park-goers, but this was an inaugural run for Bi-Rite Divisadero and the Bay to Breakers race. They took yesterday in stride, though, positioned as they are near the mid-point of the race, where the course turns off of Hayes and zig-zags over to Fell. They kept the deli counter closed until 2 p.m., offering only pre-made sandwiches in the cooler; they weren’t selling scoops of ice cream but were selling pints; and they put a whole lot of cheap (non-local/artisanal) beer up at the front of the store, emptying out the entire cheese case and filling it with bottled water, Tecate, and PBR. As the store just tweeted, “We learned alot.” And as SFist points out, they “won.” [SFist, BiRiteSF/Twitter]