Smart videos (demos, progress reports and the like) are often essential to securing crowdfunding on sites like Kickstarter and IndieGoGo. But the owners of The Market Restaurant in Gloucester, Massachusetts, went for all-out charming in this pitch for donations to their new pizzeria, Short & Main. Newlywed chefs and Chez Panisse alumni Nico and Amelia Monday, with friends Matt Cawley and Howie Correa, created a short narrative featuring baby and wedding photos, plywood shots and pizza porn—and secured more than $20,000. (Incentives didn’t hurt, such as a copy of F&W’s America’s Greatest New Cooks cookbook, which features the Mondays' recipe for smoked fish chowder.) While the donation period has ended, the video, above, offers a great preview of Short & Main, as well a lesson on how to attract a following before a project is even off the ground.
Let the dough for this pizza rest overnight for a chewy, slightly tangy crust. / © James Baigrie
Food & Wine's senior recipe developer, Grace Parisi, is a Test Kitchen superstar. In this series, she shares some of her favorite recipes to make right now.
There are three acceptable reasons to play hooky: gorgeous weather (wear sunscreen to avoid tan evidence), meeting your husband for "lunch" and mental burn-out. None of which applied to me today, but I ditched work anyway. I spent the afternoon at Matt Umanov's noodling around on guitars made by Bill Collings, from Austin (who happens to be the cousin of my sister-in-law), and falling in love with a piece of wood that far exceeded my annual dining-out budget (for my entire family, that is). Maybe that sister-in-law can put in a good word...
To console myself after walking out crestfallen and starving, I popped in to Keste pizzeria next door for just about the most delicious margherita pizza in the city. I think my version could be just as good, if only I had a wood-burning stove. Getting that crust just right was a true labor of love. I must have spent weeks perfecting the balance of ingredients, trying a multitude of flours, canned tomatoes and mozzarellas. The margherita is really just a jumping off point—a trip to the farmers' market can be a great inspiration for interesting toppings.
Purslane is awesome when it's available, as are baby kale, green garlic and nettles. It's a good thing I'm a better cook than I am a guitar player, because even if I tried REAL hard, I could never justify buying something so precious for myself. As it is, my husband bought me a gorgeous Breedlove guitar for Christmas, which (it turns out) exceeded my dining-out budget just a smidge. But I'm working it off by making pizza margherita for the family tomorrow night. SEE RECIPE »