| By PATRICK GIBLIN
BEE STAFF WRITER
Published: August 20, 2003, 06:11:47 AM PDT
Picasso's Gourmet Deli in downtown Modesto may have a name that suggests it's a sandwich shop, but it's much more than that.
Also an art gallery, Picasso's is a place where even the sandwiches are meant to be admired.
"Art and sandwiches are the same thing," said Jordi Camps, who owns the restaurant with his wife, Margarita. "The art is on the walls and on the bread. It's perfect."
The walls of the small shop are covered in original paintings. Most were painted by Camps, a native of Ecuador, but a few were created by his oldest daughter, also named Margarita. All are for sale.
The tables and chairs, which have been painted by Camps, also can be purchased.
"You can come in here, eat a sandwich, admire the work and leave with a table," Camps said.
The trim on the walls has original patterns that were hand-painted by Camps. The stairs leading to the upstairs office also have been painted.
Even the white board that displays beer prices and the chalkboard announcing the sandwich of the day are adorned in artwork.
Camps has sold some of his paintings to customers and hopes to sell the work of other artists, too.
"The original idea was to have a place where local artists could display and sell their work," Camps said. "I like my artwork, but I don't like looking at the same thing (on the walls) every day."
The sandwiches also are treated as art, he said, and are named after artists: "The Monet," "The Van Gogh," "The Pablo Picasso" -- a turkey, a roast beef, and a turkey and bacon sandwich with gourmet additions such as olive oil, pesto and roasted peppers.
"I tell the employees to make each sandwich as if they were making it for themselves," he said. "When the sandwich is finished, if it doesn't look right, add a little more. Always be generous."
That philosophy seems to work. Despite competition from Subway and Quizno's Subs sandwich shops across the street, Picasso's often has a long lunch line on weekday afternoons.
"It's great food," said John Dunn of Modesto, who estimates he eats there at least twice a week. "I also like the art and have considered buying some of it."
Richard Lynd, a city of Modesto employee, also said he eats lunch there several times a week. "It's excellent," he said.
Camps also delivers sandwiches and estimates that half of the lunch orders are to workers at E.&J. Gallo Winery, area hospitals and medical offices.
On weekends, the Camps cater events, offering items from their deli menu as well as full dinners.
While the deli seems to be thriving, Camps said, he and his wife are not quite where they had hoped to be financially after three years in business.
He said there are too many restaurants and not enough customers downtown, so competition is fierce. After 5 p.m. and on weekends, he said, there aren't enough customers to justify opening the restaurant.
The deli has survived because he and his wife work there every day, he said, so they don't need managers. It also makes for better service.
"You can't get better service than going to the place where the owner is every day," he said. "I can make changes to the sandwich on the spot for the customer."
It's just like sculpting a work of art. | |
