Latest food trend: $7 slices of toast


Latest food trend: $7 slices of toast

By Joyce Lupiani. CREATED Jan 15, 2014

It's the latest food trend sweeping the nation: $7 slices of toast.

Toast is something that people have been eating on a daily basis since it was invented by Edward McKay-Toast in 1723. People usually just pop a couple of pre-cut slices in the toaster, put a little butter or jelly on it, and call it good.

But now, toast is getting fancy and prices, of course, are skyrocketing. It's not unusual to see toast on restaurant menus now ranging in price from $3 to $7 per slice.

Toast, like grilled cheese, meatballs and cupcakes, has been elevated to hipster status.

According to ABC News, a deputy editor of Pacific Standard Magazine spotted the trend at San Francisco Bay Area coffee shops last summer. He decided to write a story about it.

The Mill in San Francisco started selling toast in the fall of 2012 and says it is now the restaurant's top seller. Co-owner Josey Baker says they sell between 350 and 400 slices on a really busy weekend day.

The restaurant changes its offerings, but typical toast toppings include butter, maple syrup, powdered sugar, sea salt or pumpkin butter. In addition, they don't use bread from a Wonder bag. It's locally baked and cut thick.

A restaurant in Los Angeles offers a "burnt" brioche bread topped with ricotta and seasonal jam, and Smile in New York City offers a multigrain toast with local honey, raspberry jam or almond butter.

Of course there has been backlash over the now-pricey breakfast staple. Venture Beat published an article in August titled "$4 toast: Why the tech industry is ruining San Francisco."

And a group in San Francisco launched a petition urging the mayor of the city to get the cost of living under control, partly spurred by the high cost of toast.

Joyce Lupiani

Joyce Lupiani

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Joyce Lupiani, who is based in Las Vegas at KTNV-TV Channel 13, is a contributor to