In food savvy San Francisco, just a block from the Igor office, is the restaurant with the worst name in town. It is also the restaurant with the best name in town. It’s called Medicine.
What makes it the worst name? Scatological references aside, nothing says “tastes bad” quite like “Medicine”. With merciless emotionally efficacy, Medicine powerfully projects a bevy of unsavory notions. The name is uninviting, antiseptic, impersonal, clinical, unpleasant, uptight, etc. Just in case you can get past all that, Medicine refers to itself as an “eatstation”. It’s the same idea as a gas station, a utilitarian environment in which to insert fuel into your body.
The funny thing is, it’s the perfect name. As a restaurant name Medicine is hard to beat for both stopping power and memorability. But what really makes the name sing for this highly successful eatstation is its pitch-perfect appeal to its target audience. It’s a mostly vegan menu which values the medicinal qualities of food beyond all else.
The name Medicine is brutally honest. We’ve eaten there a couple of times, and to us this is nasty, nasty stuff. But we can’t complain; they warned us in big, bold letters on a bright, shiny metal sign.
If you enjoy food solely for its curative properties and are intrigued by cuisine that seems to based on a dare, this is probably the place for you. But be warned, it’s always packed.
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