Story

Conception

In 1993 Brad Levy and Veva Edelson were working at San Francisco’s groundbreaking American brasserie, Embarko Restaurant. Brad was a frustrated chef, and Veva was an artist and frustrated line cook. Both shared the dream of a restaurant where the food was great, the service attentive, and the atmosphere magical; a place where the employees were interesting and kind people who were encouraged to be themselves and offer a genuinely great dining experience. They dreamed of a restaurant where the customers felt like they were at a friend’s house for dinner, and that friend just happened to be a great cook. Brad and Veva were indeed dreamers, but more importantly, they were inexperienced and naïve enough to believe they could actually pull it off.

Birth

They began searching for a place with a stove and room for some tables and chairs. What else could you need? They already had a name. After weeks of constant brainstorming and countless bad name pitching, Brad called Veva one night and said "Firefly?" and both immediately knew that it was perfect. They walked into the restaurant known as La Roca, which in its prime was a bustling, immensely popular Latin seafood restaurant. But under different ownership, it was nearly empty every night. Both Brad and Veva really liked the setting, nestled in the blustery far-reaching outskirts, away from what most people perceive as commercial Noe Valley. After looking around for about two minutes, Brad was ready to walk out. This was one ugly restaurant! Veva took out her sketchpad and began making some little scribble drawings. Brad said, "let’s go". Veva said, "it could work". Besides, it was the only place they had seen that they could afford to buy. With a few dollars left over and a couple of talented friends, they began the work of creating a dream out of a nightmare. With Veva’s resourceful vision, the dining room became a land of comfort and whimsy. With Brad’s dogged determination, the layers of caked on grease were stripped off and the ancient cooking equipment was resuscitated.

Darling Childhood

On Nov 3, 1993, Firefly invited their friends and family to a run-through night. They ran out of most of the food by eight o’clock; napkins and menus alike caught fire from the open flames burning on the tabletops; Brad's parents were aghast that when the bathroom door was opened, you could see inside it from the tables. The following day, Brad was thinking, "what have I done?" while Veva was hanging a regal velvet curtain to block the view to the bathroom. Many Friends and even family were hired because Brad and Veva thought it would be so great to be surrounded by loved ones, working together to bring magic into a brief moment in their customers’ hectic lives. After a couple of weeks, they decided it would be better to hire people who actually knew what they were doing, but also the kind of people who they wanted to become their friends and family. Most of their employees over their 30-year history have become our family, and even when they move on to pursue their dreams, they remain an integral part of the spirit of our restaurant.

 Awkward Adolescence

When they were looking for a restaurant, Brad and Veva were thinking that 20 seats would be nice. Then they could cook everything themselves, serve everyone themselves, and then clean up when they were done for the night. Veva would hand make all the plates and tableware, and there would even be particular plates designed for specific menu items. Suddenly they found themselves with a sixty-seat restaurant and no management experience between them. They discovered that people don’t just automatically do what you want them to without asking them. Or often even WITH asking them. They found that not all people are honest or trustworthy. They wanted to love ALL the customers and then found artwork missing from the bathroom at the end of the night. They found that when an employee didn’t show up for work, they had to work, no matter how much they had been working already. They found that often the day would leave them feeling like there was no way to go on. Then they began to see how beautiful their restaurant was. They felt what it was like to be appreciated by those they served. They had created a family, with all the good and bad that comes with it, and that had made it worthwhile. 

Adulthood

Firefly then reached young adulthood, but they continued to grow and learn. they continued their commitment to being a place where both vegetarians and omnivores would feel equally cared for. And, though over the years their customers have changed, and the world has changed, they remained laser focused on their primary mission; to create a haven for anyone, both diners and employees, who craves caring, thoughtful company and yummy, thoughtful food.

Devastating Illness

March 2020 hit Firefly in every place they could feel. They closed their doors, beating the citywide lockdown by one day, but had already seen the writing on the wall days before that. The realization that they wouldn’t be able to spend any time working alongside the people who had become their family, doing the work of their lives’ passion, came fast. So they hunkered down, underwent a rather invasive mandated seismic retrofit that likely would have closed them down if it happened at any other time, and somehow, someway found their way back to what they were delighted to discover, still felt like home. Unfortunately, as covid persisted, it was not the type of home into which they could safely invite their dear friends. 

Mid Life Crisis

They found themselves burdened with three pressing needs. They needed to spend meaningful time with their friends creating something beautiful. They needed to feed and care for the neighborhood that supported them through thick and thin for the past 27 years. And last, they needed jobs!  Takeout food is something they had avoided for 27 years. It was antithetical to all they were trying to do. The packaging options were expensive and wasteful. Because of a lack of storage, It filled their beautiful space with ugly boxes of containers. And most importantly there was no personal connection which had sustained them since their opening. But if takeout dinner wasmall they could offer, then that’s what they’d do. 

Middle Age

At 30 years old, one might say that Firefly is all grown up. But, as with many 30 year olds, it’s just not the case. Sometimes they feel like they are reinventing themselves every day, adapting to the realities of operating a restaurant in San Francisco in 2023 with a lingering pandemic, skyrocketing costs and a crumbling democracy. They adapt to their evolving palates as well as the ever evolving palates of their neighbors, constantly re-evaluating why they’re here. How can we be a part of this community? How can we be better stewards of the environment? Better citizens of the culinary community, Noe Valley, San Francisco, the world? How can we stay safe and guard over the safety of those in our care. We strive to divine the answers to these questions every day. 

The Bright Future 

Haley Sausner joined Firefly in 2013 as a line cook and grew into a culinary powerhouse. Haley became chef in the summer of 2014. The joy and dedication she brings to her craft has energized the entire restaurant. There is no one in the universe who cares more about whether you enjoy your meal at Firefly, including the patrons. In 2023, Haley became a co-owner of the restaurant with Brad Levy. Today, Brad Levy is still hands-on with all aspects of the operation of the restaurant, which is a fancy way of describing Haley’s errand boy.
Firefly is committed to keeping its doors open as long as possible. It is a home away from home for many, and even just plain home for some. They’ve always stayed attuned to the evolution of the neighborhood to be sure they are of continuing value to their clientele. They also encourage every employee, new and old, to contribute their talent to the advancement of their mission. One of the primary reasons for making Chef Haley Sausner a co-owner, aside from her having become the heart and soul of the restaurant, is to ensure that Firefly continues to grow and thrive in the future.