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The fastest way to get us to rewrite your press release as “news”? Make is about free or super-cheap food. (Hey, at least we admit it.)

So, the hottest “news” to cross our screen in the last five minutes? Bailed out, death watched Fillmore district restaurant/club Yoshi’s is offering folks:


Please stop yelling, Yoshi’s.

The details: On Friday and Saturday nights after 10:00 p.m., Yoshi’s will offer 10 “Chef’s choice” pieces of sushi for $10, in their “upstairs Sake Lounge.”

The release goes on “From the Yoshi’s Roll with sake, takuwan, romaine, kani and asparagus in soybean paper to the Banzai with hamachi, avocado, wasabi mayo, unagi and cucumber…”

Hang on, is this a deal, or not? 10 pieces of sushi for 10 bucks could be a pretty good deal, given the prices listed on their menu, but 10 slices of a roll is a little less thrilling.

We called the folks responsible for the release, PR agency Wagstaff Worldwide, for clarification. “Yes, it’s 10 slices of the Chef’s choice of roll for 10 dollars” said spokesperson Carissa Remitz. Does that mean it’s a bigger roll, or are these just thinner slices? “I’m not sure. I just know it means more slices. It might be a bigger roll.”

OK, to be fair, if we’re talking Yoshi’s roll, that retails for $8.95, and comes in 5 pieces. So if you’re getting 2 rolls, rad, you’re saving nearly 9 bucks. If you’re just getting 10 slimmer slices — and Remitz did not seem so sure you were not — way way less rad.

Moral of the story? Read your press releases carefully, kids. And consider any Friday or Saturday Yoshi’s deal-seeking properly caveat emptored.

Update: Yoshi’s spokerperson Carissa Remitz just got back in touch. After speaking with the restaurant, she has now clarified that the 10 for 10 deal “is expected to be the chef’s choice of nigiri and sashimi, and might include slices of rolls.” But it won’t just be slices of rolls? “It’s the chef’s choice, but it should be mainly nigiri and sashimi, but he has the option of adding slices of rolls.
“All of which will be prepared fresh for the customer,” she hastened to add.

OK, so the deal’s sounding better now, but, remember, you’re at the mercy of the chef’s whims.

the author

Eve Batey is the editor and publisher of the San Francisco Appeal. She used to be the San Francisco Chronicle's Deputy Managing Editor for Online, and started at the Chronicle as their blogging and interactive editor. Before that, she was a co-founding writer and the lead editor of SFist. She's been in the city since 1997, presently living in the Outer Sunset with her husband, cat, and dog. You can reach Eve at

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