News – “The Bros Who Disrupted the Sandwich”

eater.comStop me when this sounds scary familiar: A historic boomtown becomes ground zero for a feverish technological revolution that promises to transform life as we know it. Shaggy-haired software developers suit up in blazers and T-shirts to preach the gospel of e-commerce. Venture capitalists mingle with hackers and erstwhile cyberpunks atrooftop launch parties lousy with designer drugs and exotic animals. Rents climb, evictions soar, and locals mourn for the city’s soul, consumed by 20-something carpetbaggers lured out west because “the dot-com version of Dutch tulip-mania offers better odds of instant wealth than making partner at Merrill Lynch.”Netscape is public. America is Online. It is the age of irrational exuberance. It is San Francisco in the mid-1990s.

The energy of the World Wide Web and the dot-coms permeated nearly every aspect of pop culture: It could be seen on Friends and Party of Five, heard in the punk-pop bass lines of Green Day’s Dookie, and tasted in Frappuccinos, sun-dried tomatoes, and ginseng-boosted smoothies. But if there was one food that captured the buoyancy of the new economy, an edible icon of the bright and delicious future promised in the ’90s, it was the wrap — the flashy generation X lovechild of the burrito and the designer sandwich, the vibrant torpedo of a new culinary order. Wraps converted a guileless nation of white-bread sandwich eaters into insatiable consumers of Thai chicken, Peking duck, baba ghanoush, and wasabi. “If a burrito is an airplane, then a wrap is the space shuttle!” contemporary cookbooks proclaimed. “In a wrap, anything goes.” Even cottage cheese. Even sloppy joes.


Very dope read! As a wrap enthusiast this was definitely interesting

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