Downtown is about to get a lot grilled-cheesier as The Melt is opening its second and third locations shortly, in what will be a national expansion, at One Embarcadero Center (November 7) and 345 Spear Street (November 14). The first-born spot at 115 New Montgomery is chugging along, feeding QR-coded, order-from-your-phone sandwiches to the hungry hordes in the Financial District. But they won’t be stopping with just the trio of locations!
The next one will open at the Stanford Shopping Center, in Palo Alto, to be followed by an explosion of grilled cheese eateries across the nation.
You’ll recall that this is all the vision of Flip Video founder, Jonathan Kaplan, who’s lined up a bunch of people for his board, including chef Michael Mina, and Ron Johnson, former head of Apple retail. He’s sees this as primarily a marketing business, where “the product happens to be food.” We’ll see what the Yelpers have to say about that.