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Hillcrest staple has offered “comfort, consistency and community” since 1983
By Monica Garske | SDUN Reporter
While it can sometime seem as though the restaurant and business landscape in Hillcrest is ever-changing, one thing remains constant: Crest Cafe. Located at 425 Robinson Ave., the retro, bright pink, family-owned cafe has been smack-dab in the middle of Hillcrest for 30 years.
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And as owner Cecelia Moreno would tell you, for the past three decades the business has been built on simple, tried-and-true concepts: comfort, consistency and community.
“Like any longtime business, we’ve had our ebbs and flows. But, our main goal is to be a consistent, comforting place where the customers really know the staff and the staff really knows them,” Moreno said. “We want our customers to feel a certainty when they come here, as if they’re right at home.”
For Moreno and her family, Crest Cafe truly is home. She remembers the very day, back in 1985, when her father, Luis, took her to the quaint, quirky cafe for lunch, topped with a little business proposal.
“My dad drove me to Hillcrest that day and we had lunch at this cute little pink place. After lunch, my dad told me it was for sale and he was thinking about buying it,” Moreno said. “It was the perfect size for us and just felt right. Plus, I really loved the pink.”
That lunch date changed the course of her family’s lives forever.
In 1985, fresh out of college, Moreno went into business with her father. They purchased the restaurant in the heart of Hillcrest from Patrick and Donna McLoughlin, a married couple who had owned the building since 1982.
Moreno had worked in San Diego-based restaurants for years, including Houlihan’s, where she met her husband more than 20 years ago.
Her father, a food-lover in his own right, had been in business with Foodmaker Inc. for years, running six local Oscar’s Drive-In locations in the 1960s and 1970s. In 1979, he left the carhop diner business behind to branch out on his own.
“I’ve learned everything I know about restaurants from him,” Moreno said. “My dad is a young 80 years old now, and he works one day a week at the cafe. He still helps with everything.”
Moreno said her father can be seen chatting with customers, overseeing the kitchen or bussing tables. Her cousin, Ruben Medina, oversees the kitchen as manager.
They are just two of the familiar faces patrons will often see at Crest Cafe.
Moreno herself is constantly at the restaurant, another reason why she said she believes her business has had longevity.
“My family is very hands-on, so we’re here every day. That’s part of owning a restaurant. Being present, involved and invested in the people and community around us is very important,” she said.
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To that end, Moreno said she requires her small, close-knit staff to act as knowledgeable “ambassadors of Hillcrest,” and keep up with anything and everything happening in the community. She herself is a member of the Hillcrest Business Association, helping to keep a finger on the pulse of the Uptown neighborhood.
“If a customer comes in and wants to know where to park, or where to shop or where the farmer’s market is, we should be able to share those details,” she said. “We’re proud of our neighborhood and everything that makes it so great.”
Moreno attributes much of the cafe’s success to her staff. She said employees tend to stick around for a long time, which is comforting for regular patrons as well.
She said one of the best things about being in business for 30 years is that she can remember the face and name of everyone that has ever worked at Crest Cafe. She has also been able to essentially grow up with some of her frequent customers, seeing them through different stages of life.
“I’ve literally seen people go from highchair to marriage. That really puts things in perspective,” Moreno said. “I feel lucky and humbled that we’ve been around for this long.”
With 30 memorable years under her belt, the journey continues for Moreno and Crest Cafe.
This year, she said she plans on introducing new menu items and specials, which are always on rotation at the restaurant. This includes new prix-fixe menus for breakfast, lunch and dinner.
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Moreno said the eatery is also offering “all menus, all the time,” which means – depending on patrons’ preferences – hamburgers in the morning and a pancake breakfast at night.
“Something about eating pancakes for dinner makes you feel good. It reminds you of living at home with mom,” she said with a laugh.
In April, Moreno said she hopes to host a celebration at the cafe that includes special prices on menu mainstays. With inspiration from her father, she is also working to create a small-bites menu catered to folks who prefer light snacks and smaller portions.
No matter what, Moreno said variety will remain a staple at the eatery, with an extensive menu boasting both comfort food and new, unique dishes.
“I’m easily bored, so I’m always looking for ways to expand the menu and try new things,” she said. “We like spice and interesting flavor combinations. That works for us.”
But regulars who order their “usual” at the cafe need not worry.
Moreno said fan favorites that have been on the menu for decades, including the Honey Glazed Porkchops, Chicken Tortilla Soup and The Hangover Omelette, will continue coming from the kitchen.
After all, consistency is key, and you can bet Moreno, her father and the longtime staff will be on the other end of those dishes – cooking, garnishing and serving their customers with those constant, familiar smiles – for many years to come.