Pallade Veneta - The Laundromat S.F. Celebrates Four Years with Smash Burger Wednesdays

Four years after opening its doors in San Francisco’s Outer Richmond, The Laundromat S.F. has established itself as a notable neighborhood gathering spot, driven by a specific weekly event that defies the expectations set by its name.

Located at 3725 Balboa Street, near 38th Avenue, the restaurant occupies a building that previously housed an actual laundromat. Owners Kevin Rodgers and Jenna O’Connell opened the establishment in November 2022, partnering with Jaimi Holker and Adam Bergeron, who own the nearby CinemaSF and the Balboa Theater.

The decision to retain the name "The Laundromat" was made at the last minute. According to Rodgers, the business paperwork was due by the end of the day during the planning phase, leaving no time for a new title. The owners decided to keep the existing name and build their own dynamic vibe, food, and physical space around it.

While the menu includes bagels and pizza served from Wednesday through Sunday, the restaurant’s most significant draw is its smash burger program. Every Wednesday night starting at 5 p.m., locals line up outside the busy venue to purchase the burgers. The dish features a potato bun, double patties, American cheese, pickles, lettuce, burger sauce, and onions, served with a side of cold herby potatoes.

Rodgers noted that the smash burger format allows for high-volume production due to its consistency during cooking. Unlike traditional burgers cooked to varying temperatures such as rare or medium-rare, the smash burger offers a streamlined execution process. The patties are cooked using the Maillard reaction, a chemical process between amino acids and sugars that creates a golden-brown crust, crispiness, and distinctive flavor.

The genesis of this weekly event was twofold: to create a neighborhood night and to address consistently slow business on Wednesdays. Rodgers had previously held smash burger pop-ups in Santa Cruz, California, between 2020 and 2021 with some success, prompting the decision to implement the concept at The Laundromat.

Despite the heavy foot traffic and busy atmosphere, the management maintains a tightly organized operation to ensure lines move quickly. Patrons frequently describe the staff as friendly and attentive, contributing to a positive mood in an area that can otherwise be quiet in San Francisco.

Rodgers admitted that the level of popularity was unexpected. He described the restaurant industry as extremely difficult and volatile, attributing their success to a love of food and community. He expressed gratitude toward the staff for blending that love with interaction to create the space’s atmosphere.

"I believe restaurants are timeless anchors of social interaction, creativity and sharing time together for communities," Rodgers said.

The Laundromat S.F. continues to operate at 3725 Balboa St., offering dynamic takes on classic flavors, including a pepperoni pizza with spicy pepperoni and traditionally flavored bagels with various cream cheese options.

B.Cretella--PV