PACIFIC BEACH – A new culinary concept, brunch and daytime dining, has come to Pacific Beach.
Madi, building on the success of its flagship Normal Heights restaurant, recently opened another location at 910 Grand Avenue, in retail space formerly inhabited by Rubio’s.
Madi brings charm and fresh takes on classic breakfast and lunch dishes, as well as offering inventive coffee creations and playful cocktails in a bright, coastal-inspired setting. From pancake stacks and signature scrambles to fresh salads, sandwiches, and cocktails, Madi PB is designed for morning meetups, leisurely lunches, and weekend celebrations near the beach.
Madi’s name is short for Madison on Park in University Heights, which first opened in early 2016.
Madi PB is a collaboration between Jeffrey Fink and Matt Sieve, a third-generation restaurateur and former operator of Isabel’s Cantina in Pacific Beach. Their new restaurant is within the Grand Central retail plaza and has The Grass Skirt, a Tiki bar and speakeasy with Southeast Asian cuisine, as a neighbor.
Madi PB’s 2,800-square-foot space was designed by Archisects, husband-and-wife duo Dave and Anna Sindelar, who also designed sister restaurants Madison on Park, Madi on Adams, and Sonny’s Pizza serving New York-style pies, which is also located on Madison Avenue.
The new PB restaurant’s décor is unique, playing off colorful retro-revival themes while featuring natural wood textures. Besides its main dining room, Madi PB also offers two outdoor patios. A unique vintage sound system fills the space with a curated “Madi Playlist.”
Madi PB’s co-owner, Fink, talked about his restaurant’s unorthodox business concept, which is based on an East Coast model, and how it blends seamlessly with the surrounding beach community.
“Brunch is usually held on a Sunday or a holiday, but we wanted to give people that same experience during the day,” he said. “We came up with a menu featuring crossover dishes with breakfast and lunch options at Madison, along with some live jazz. We also have a mimosa menu that people can enjoy on the side.”
Fink said they’ve adapted their menus at Madison and Madi to accommodate the changing tastes of their customers. “We wanted to bring in a younger generation that gets up a little later in the day, and has one main meal instead of two,” he said.
“This allows them to socialize. So, it’s really more of an experience with good food, good music, fresh juices, and different types of coffees, as well as some non-alcoholic options. We’ve got everything on the menu from pancakes to burgers to fish tacos in a nod to Rubio’s.”
Culinary favorites at Madi’s include the Mediterranean breakfast with poached eggs, the G.O.A.T breakfast sandwich with ham, egg, Swiss, goat cheese, apricot habanero jam, and peppery arugula grilled on rustic Levain bread, and a selection of pancakes made with Madi partner Matt Sieve’s third-generation family recipe.
The coconut cream pancakes at Madi PB. (Photo courtesy of Diana Rose Photography)
Madi PB features a few new exclusive beach-inspired items like the Surf Shack poke bowl with cubed ahi tuna tossed in spicy poke sauce, coconut cream pancakes, and Baja fish tacos with battered mahi mahi.
Madi’s brunch concept is a good fit in PB, its co-owners say. “This is a great match in a great location,” said Fink, adding their PB restaurant “is a little more fun, a little more distinctive with better music from our designed playlist with selections on there for every generation.”
Fink added that diners’ tastes are changing. “They have higher expectations,” he said. “People want more of an experience… It’s not just about the food. It’s about the plate, the atmosphere, the music that’s playing, etc.
“You can’t just give them food anymore. You’ve got to show them a good time.”
Madi intends to be community-centered and driven. “My adage is, the locals pay the rent,” Fink said. “We give back to the community. We’ve got a good thing going at Madi’s PB with a great staff, and we look forward to serving and being a part of the community. That’s the goal.”
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