Scratchbread is great. The one-man bread business that Matthew Tilden runs out of Toby’s Public House is a small, neighborhood venture that turns out delicious, quality bread, and you can’t blame Tilden for being proud of it, or for having a nose for self-promotion. But perhaps it’s time to say that this trend of getting branded with the name of your restaurant or business for has got to stop. Aside from the inevitable question of do-you-want-to-be-90-years-old-with-that-tattoo, you’ve got to imagine that Tilden is going to spend the rest of his life explaining what Scratchbread is.
[via Serious Eats]
This article from the Village Voice Archive was posted on October 20, 2009