“The combination of the ingredients is one of the most perfect foods,” Pang says. “The whole is greater than the sum of the parts. Even though it’s deep-fried, it’s very light and refreshing. That’s why I was pushing for it.”
Pang’s plea was as informative and inspiring as it was appetizing [See sidebar].
“I want to make the fish taco a household name,” he writes in “Baja-mian rhapsody,” which ran in the Tribune September 20, 2007. “I want to see them served at baseball stadiums. I want a hole-in-the-wall restaurant in some far-flung neighborhood to serve nothing but fish tacos. I want you to love them. I propose, in the name of advocacy journalism, that you join me.”
At the time of this report, restaurateurs throughout greater Chicago were continuing to add fish tacos to their menus and logging record sales.
According to one of Pang’s regular updates, Sergio Sanchez, owner of the Diversey Grill, usually sells four or five tacos a day, but recently served up 65 in one day. At Fonda del Mar, fish taco sales have tripled, while La Casa de Isaac has added them to the permanent menu.
Meanwhile, Pang is having trouble answering the thousands of e-mails from first-time and longtime tasters alike, requesting an exclusive “Fish Taco” silicon bracelet, which are similar to the “Livestrong” wristbands distributed by cyclist Lance Armstrong through his foundation for cancer awareness.
“I’ve been trying to answer all the e-mails and it’s just impossible,” Pang says. “We told people to try them, and we asked restaurateurs to put it on their menus. At first, we didn’t know how many people were going to do this, so we ordered 500 bracelets and we’ve had to order more; so far, close to 2,000 have been requested.”
Here are some of the e-mails Pang continues to receive:
- “I was one of the few that received a fish taco bracelet! At age 45, I think my husband thinks I’m crazy at how excited I was, and my kids look a bit perplexed as well! The fish taco brings me back to 1996 when I was pregnant with my twins and my husband and I took our last vacation by ourselves to San Diego, I can still picture the little place where I ordered my first fish taco! I devoured them while looking out at the ocean drinking my O’Doul’s! I have loved them ever since.”
- “Thank you for your article on fish tacos. I lived in San Diego for seven years and fell madly in love with the fish taco. I love them both fried and grilled, craved them when I was pregnant and miss them dearly now.”
- “I hope your article starts the fish taco revolution in Chicago. As for me, I know what I’m making for dinner. Thanks again for reminding me of the little piece of heaven in a corn tortilla.”
Pang admits that the fish taco pledge is a bit promotional, but the purpose is sincere.
“It’s an idea that has taken 10 steps forward. Some might say 10 steps too far,” he says with a laugh. “Our motives are true. It’s not just a way to get people to pick up the paper. I really enjoy this food and I want people to know about it.”
“The combination of the ingredients is one of the most perfect foods.”