Rockfire Grill Introduces High Concept Indian Flatbread Pizza & Burgers

(Gerry Furth-Sides) What are America’s most popular foods?  Burgers and pizza and chicken, french fries, potato chips, onion rings, and bacon.  So Rockfire Grill features them all, and sometimes all in one sandwich.  For the health-conscious customers, there are large salads that include “tender greens,” no relation to the famous restaurant of the same name.  There are well-thought out extras to customize the $4.99 plain Cheeseburger. “Substitutions” could be Rice paper wrap ($1.50) or a veggie patty ($2.50).  “Adds” might be an “Extra Angus Patty” and/or Avocado ($1.50 each)

The family-owned and operated fast-service eatery hangs onto a focus of America’s most popular of the top fab five: burgers and pizza.  To delineate their high concept, burgers are tucked into pita pocket bread and pizzas are prepared on Indian Flatbreads.

The Artisan” Flatbreads and Indian-style pita-pocket style buns are partially baked off-site for Rockfire Grill from a “secret recipe” and then finished off for each order.  The mix and match flatbread variations are extended with focaccia, pizzeta underpinnings.

The well-calculated high concept is the brainchild of the father and son Syal family, who plan many more than the three locations they now operate in the bay cities.  Fit dad, Raj Syal, once a high-end catering chef and airline chef consultant, knows what the public likes.  Son, Neil Syal, has a business degree and social media skills to apply to promotion.

First off is that customers want food for as practical a price as possible.  And they want it fast.  That’s why Rockfire Grill has customers order at the counter, with a runner taking the food to the table.  That “runner” can often be a member of Syal’s family.

The menu is a clear and simple one with options for burgers, large salads, side orders and pizzas.  All items are a la carte at low prices, with trendy extras,  “tender greens” ($2.oo) or order “Spinach and Kale ($2.50).

The  O.M.G.,  “o1” of six versions on the “Signature Burger” menu is a cheeseburger that piles on as many popular items as possible in one sandwich, including garlic aioli, grilled onions, onion rings, mushrooms, roasted garlic, and jalapeños.

Housemade Seasoned Fries or Housemade Kettle chips  ($2.99) can be dipped in the aioli, chipotle ranch or barbecue sauce in plastic bottles on the table. Everything is served in disposable paper baskets with plasticware.

Flatbread Pizza comes in ten different toppings over a cracker-thin pita bread.  Choices range from cheese topping ($6.99) to the most elaborate “Build Your Own Artisan Pie ($7.99).  Diners choose four from a list that includes the usual pepperoni, sausage, salami, olive, ham, meatballs, chicken, red onion, peppers, roasted garlic, tomato, and  mushrooms.  And there is also the more unusual pineapple, mango, gorgonzola, artichoke, and jalapeños.

 

And, in the best of all worlds, customers have the choice of eating outside or inside.  The Huntington Beach Rockfire Grill offers both. Diners can people-watch from the patio on one of the most fun walking streets in the summer.  You can smell the ocean air from the beach just blocks away.

For locations, hours and menus, please see //www.Rockfiregrill.com