Dining Cute
Crepe Crave is evidence of a growing trend that may not bode well for the culinary future of the neighborhood.
Crepe Crave
1752 North Avenue
773-698-8783
Leaving aside the question of whether crepes can be considered sufficiently novel to qualify them as something fresh and original, the challenge for any Wicker Park restaurant is to be compelling enough to generate a devoted following in a neighborhood rife with many interesting choices. On this score Crepe Crave appears to be struggling.
I sat in Crepe Crave between 10am and Noon on a Sunday morning and two other customers came in. The staff of four disappeared into the back and I had the place all to myself for awhile. I sat on the leather sofa in the back and read the paper. The Illy coffee was quite good but my apple butter crepe was merely serviceable, a thin spongy pancake folded like a pocket hanky and filled with tiny diced apples and apple butter, sprinkled with powdered sugar and topped with a swirl of whip cream. The most interesting part was the whip cream.
A previous visit familiarized us with the Napoleon, a crepe filled with ham, brie and Dijon mustard. It tasted like… well, ham, brie and Dijon mustard inside a thin spongy pancake folded like a pocket hanky. Which is to say that there is nothing inherently interesting about the way Crepe Crave is serving crepes, except for the fact that they are in fact serving crepes.
If Crepe Crave is relying on the novelty of their concept, they may be sorely disappointed. While certain urban communities in the United States like, say, Paducah, Kentucky or Odessa, Texas might find the concept of crepes wildly outlandish, hip metro neighborhoods like Wicker Park have seen crepes before. To catch fire in this environment the crepes themselves would have to be remarkable, and they’re not.
No amount of cuteness can make up for this. Yes, there are S’More crepes with marshmallow, chocolate and graham crackers; and Funky Monkey crepes with peanut butter, nutella and bananas. There are savory crepes for dinner and sweet crepes for snacks. To keep the proclaimed European ambiance going there are 18 gelatos and Illy coffee. But if little of this impresses, what’s the point? Just to be different?
Increasingly, as Wicker Park emerges from its gentrification phase into its homogenization phase – where bold concepts and innovations give way to the cookie cutter chains and dumbed-down choices – the emergence of faux-novelty is perhaps to be expected. Faux-novelty, characterized by style over substance, supposes that being unique and different will be enough to appeal to the trendy vibe of the neighborhood while avoiding the risk of alienation that being unique or bold in execution could incur. Other neighborhood practitioners of this approach include Skewers and Pannenkoken.
The opposite of such an approach is to present familiar food in daring new ways, either by tweaking the concept or elevating the quality. Neither of the latter two tactics are in evidence at Crepe Carve. Like other faux-novelty practitioners Crepe Crave is dining cute, utterly reliant on the assumption that customers can’t ferret out the difference between a cute concept and a superior product.
That might work well in some areas of the country, and it might even work well in some areas of the city, but when it begins to work here it will be a sad day for Wicker Park because it will mean that we will be ready for the next phase, the arrival of the chains where predictability and mediocrity will trump originality and superiority every time.
Crepe Crave
1752 North Avenue
773-698-8783
Hours: 8am-8pm daily / Reservations not accepted
Features: Carryout, BYOB
Avg Price of a Meal for Two Including Drinks and Tax: $18.00