"I'm just trying to be on the side of the angels on this one," says the campaign's mastermind.
"I love this restaurant; if it were up to me, I'd be running it."
The New York native is closing in on his first Stateside outpost of Ivan Ramen.
"It's the kind of place that you can come to five times and still see something you haven't seen before."
Ferran Adrià has something on his mind.
Karen DeMasco, Alex Stupak, Brooks Headley, and many others speak up.
But he did just have a burrito in Grand Rapids, Michigan, that was better than any he's had in New York.
Mathew Ramsey is the photographer behind the excellent new site.
He's also finally selling James Murphy's personal coffee line.
"Come March, I'm a free woman!"
"Eventually, we want to open a Mission Burrito. That's been a plan of ours since the beginning."
"I sort of felt like I was invited into the boys club, in a wonderful way. I was naive and interested in what they were doing ... They took care of me like I was their little sister."
Ratha Chaupoly and Ben Daitz have opened three locations this year.
"Once you get a restaurant ... you want to control every facet of it. But you very quickly realize that it's impossible."
"We had many managers and family members who thought we were not only crazy, but absolutely reckless."
"He loves soup dumplings now!"
"I felt I was going to win that auction lot no matter what, I have to say ... I didn't have a limit: Adrenaline was rushing!"
"Twenty-five years in New York. I keep my course.
"As cocky as I am in the U.K., I'm just a little bit frightened in the U.S."