All Columns in Alphabetical Order

Friday, April 3, 2009

April 1 Williams-Sonoma presents: *wichcraft craft a sandwich into a meal, and a meal into a sandwich

On April 1, Peachy Deegan attended Williams-Sonoma's event at the Time Warner Center featuring Tom Colicchio with Sisha Ortúzar's *wichcraft craft a sandwich into a meal--and a meal into a sandwich booksigning. The book reveals how to transform your average sandwich into a meat-and-bread sandwich combo with masterful flavor pairings and fresh ingredients.

At a time when many are more conscious of the cost of a meal than ever before, this new book shows how to reinvent the humble sandwich into a hearty feast for any occasion. Guests showed up in large numbers as the monster line stretched far out the door of the large Williams-Sonoma store. Clearly this book is a hit!

Known for his acclaimed Craft family of restaurants and his high-profile job as head judge of Bravo’s hit show Top Chef, Tom Colicchio is one of most highly regarded chefs and personalities in the culinary world today. At *wichcraft, the popular chain of sandwich shops he started in 2003 with Sisha Ortúzar, the goal is to create “Craft between two pieces of bread,” a terrific deal in any economy but particularly welcome today. In *wichcraft: craft a sandwich into a meal--and a meal into a sandwich (clarkson potter/publishers, April 2009), Colicchio and Ortúzar share the secrets behind the best-loved offerings from their 13 locations in New York, San Francisco and Las Vegas. In 80 recipes that cover cool and warm sandwiches--and even breakfast favorites and sweet dessert sandwiches--they show how to elevate sandwich-making to new heights. Better yet, by taking great dishes and adapting them to sandwiches, readers will discover all new ways to create high quality gourmet meals at a great price.

In *wichcraft, you'll learn how to create new classics like Roasted Turkey with Avocado, Bacon, Onion Marmalade, and Mayonnaise and Sicilian Tuna with Fennel, Black Olives, and Lemon as well as how to elevate basic cold cuts through imaginative combinations like Smoked Ham with Avocado and Butter and Salami with Marinated Cauliflower and Bitter Greens. Routine staples are refashioned into unforgettable meals, like Onion Frittata with Roasted Tomato and Cheddar, and Slow-Roasted Pork with Red Cabbage, Jalapeños, and Mustard. The book also reveals how to craft the ultimate sandwich, from considering the bread and condiments to paying attention to texture and layering flavors. Chefs at Williams-Sonoma were on hand to make the masterful sandwiches for the guests.

With 100 full-color photographs; recipes for simple-to-make pantry items that create knockout sandwiches, including dressings and condiments; and a host of sandwich cookies and ice cream treats to round out any meal; *wichcraft provides readers with a roadmap for getting a little *wichcraft magic going in their own kitchens. At a time when many are more conscious of the cost of a meal than ever before, Colicchio and Ortúzar show how to transform and reinvent the humble sandwich into a hearty feast for any occasion.


Tom Colicchio was named Best New Chef by Food & Wine before opening the acclaimed Gramercy Tavern in 1994. He received the 2000 James Beard Award for Best Chef in New York City and for best General Cookbook in 2001 for his first book, Think Like a Chef. His groundbreaking restaurant, Craft, was awarded three stars by the New York Times and named the James Beard Foundation's best New Restaurant in America in 2002. The Craft restaurant family has grown to include Craftbar, Craftsteak, and *wichcraft sandwich shops in New York City, San Francisco, Las Vegas Atlanta, Los Angeles, Dallas, and Foxwoods. Colicchio is also the head judge of the hit Bravo reality show Top Chef and an avid lover of sandwiches. He appears regularly on local and national television shows, including The Today Show, The Martha Stewart Show and ABC’s Nightline. He also continues to be celebrated in food and lifestyle publications such as Saveur, Gourmet, Bon Appétit, Food & Wine, Esquire, GQ, and New York Magazine. He lives in New York City.

Sisha Ortúzar is a graduate of the Culinary Institute of America. After cooking in Chile, New Orleans and New York City's Gramercy Tavern, he co founded *wichcraft with Tom Colicchio in 2003. He lives in New York City.

For more information about 'wichcraft's products created exclusively for Williams-Sonoma, including Tomato Relish, Green Olive Tapenade and Balsamic Onion Marmalade sandwich toppings, or to find the Breville Ikon Panini Press that Collichio and Ortúzar recommend, see


*wichcraft: craft a sandwich into a meal--and a meal into a sandwich

By Tom Colicchio

with Sisha Ortúzar

On-Sale: March 31, 2009 * Price: $27.50 * ISBN: 978-0-609-61051-0

Back to TOP