Taylor’s Automatic Refresher rebrands, now named Gott’s Roadside Tray Gourmet

by TrevR on March 24, 2010

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One establishment many Napa Valley locals, ourselves included, would consider an institution is about to undergo some notable changes.

Starting March 25th the three Taylor's Automatic Refresher locations in the Bay Area will have a new name, new menu items and will see the return of the original Chef

Effective March 25th, the St. Helena, Napa and San Francisco locations of Taylor’s Automatic Refresher will be renamed to Gott’s Roadside Tray Gourmet. Following some 10 years operating as “Taylor’s”, the new name aligns the business with the family name of owners Joel and Duncan Gott.

In a release detailing the changes, owner Joel Gott said “Tray Gourmet says it all – our salute to the classic roadside stand done with a twist: fast food as fine food, made with fresh, high quality artisan ingredients and cooked to order.”

In addition to the new name, the Gott’s have rehired original chef Rick Robinson, who will serve as executive chef and will focus his efforts on rebuilding the core menu ingredients and developing a new line of seasonal specials.

The menu will largely stay unchanged, offering a selection of Niman Ranch beef and rare Ahi tuna burgers with wasabi mayonnaise, grilled Mahi Mahi tacos (one of our personal favorites), Double Rainbow ice cream milkshakes, French and chili-dusted sweet potato fries, fresh salads (you can’t go wrong with the Chinese Chicken or Cobb) and home-made soups.

Gott’s Roadside Tray Gourmet will also revamp its wine program, which includes California-centric selections such as Schramsberg sparkling Blanc de Blanc, Duckhorn Sauvignon Blanc, Buehler Chardonnay, Patz & Hall Pinot Noir and Shafer Cabernet, among others.

All three venues will host celebrations to commemorate the rebranding, with the San Francisco Ferry Building location on Thursday, March 25th from 6pm – 9pm and the St. Helena and Napa locations from 6pm – 8pm on Friday, March 26th. If you can make it, you’ll be able to enjoy free cheeseburgers, Ahi burgers and “Seoul” burgers (kimchi and pork) as well as free fries, homemade ice cream sandwiches and drinks.

As a family with two small children, we’ve always enjoyed going to Taylor’s for good food in a relaxed setting. We’re glad none of that will be changing, we’ll just have to get used to the new name.

UPDATE: It seems the Taylor family is not too excited about the name change, see stories here and here.

[techtags: Napa, Napa Valley, wine, winery, Taylor's Automatic Refresher, Gott's Roadside Tray Gourmet, St. Helena, Joel Gott, Duncan Gott]

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has written 726 posts on The Cork Board. He was born and aged in the Napa Valley and has a passion for wine, writing and social media, which led him to co-found this blog in early 2007. Follow him on Twitter and Google+.

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