ABOUT

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NOT NOT TACOS

Are they tacos? Well, they’re not not tacos. Established in 2018, by San Diego hospitality group Grain & Grit Collective and TV personality, author, and cook-extraordinaire, Sam “The Cooking Guy” Zien, Not Not Tacos serves up genre-bending fare that pushes the envelope of culinary creativity. Imagined by Zien and brought to life as team, the concept of Not Not Tacos is to breakdown preconceived notions of “tacos” and provide fiercely-innovative and unexpected items. These aren’t your typical Mexican-influenced tacos; no carnitas, pollo, or carne asada here. These are big, bold, full of flavor and made from things not normally found in a taco (looking at you meatloaf, salmon & pastrami).

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SAM "THE COOKING GUY"

San Diego-based Sam “The Cooking Guy” Zien left a career in biotech and became the everyman of cooking by combining an irreverent mix of humor with recipes that are ‘big in taste but small in effort’. With his show in 24 markets, 3 cookbooks, 15 Emmys, and a dozen visits to the Today Show, Zien’s ‘anyone can make this’ style continues to win fans. And Sam’s casually uncensored web series, STCGO manages to entertain and teach at the same time.

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LITTLE ITALY FOOD HALL

Located in the heart of Little Italy, at the much-buzzed about Piazza della Famiglia, the Little Italy Food Hall is a new social dining concept for San Diego. Adjacent to the 11,000 square foot open air piazza, the Little Italy Food Hall has six unique food stations, a mobile outdoor chefs’ area featuring pop-up cooking demonstrations from names such as Sam the Cooking Guy, and a full bar program complete with local beers and craft cocktails.

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