Wednesday May 25 2011
Selland's Market to open in Town Center
By: Art Garcia Telegraph Correspondent
Selland’s Market-Café, a link in the family owned restaurant group that also operates Sacramento’s Ella Dining Room and Bar and The Kitchen, is making its first move out of its capital city base by expanding to El Dorado Hills’ Town Center, opening probably by Thanksgiving. A downstairs corner location in the New Orleans Building overlooking the south pond of the center, across from Bistro 33, will have seating for about 100 inside and 40 on a patio. As many as 30 employees are expected to be hired, beginning in October. A “handshake” deal has been agreed upon, with signing of the lease expected this week. “We’ve been working with Town Center since March 2009 on this project,” said Randall Selland, executive chef of The Selland Group and its vice president and secretary. His wife, Nancy Zimmer, is co-owner and company president. “What drove us to look at El Dorado Hills a good year before that was my family and I had been scouring the region, literally, for the right spot for another of our Selland’s cafes,” he said. Selland’s, he said, is “really tilted towards a family and neighborhood atmosphere.” Visits to El Dorado Hills to talk with residents, many of them customers at the Group’s Sacramento restaurants, convinced the family this was a proper market for its first out-of-town expansion. “We asked people what they would think if we moved to El Dorado Hills,” Selland said. “The reaction, whether they were from Placerville, Cameron Park, Folsom or El Dorado Hills, was nothing short of ‘Please come, we’d love to have you up here.’ “We also talked to the owners of Bistro 33 and Sienna and they agreed with us that the more options you have, the more it’s going to keep people in your community and shopping there.” Also convincing was the building, which he said the family “fell in love with. One reason it’s taken so long to get something done at Town Center is the building is one of its premier spots. We looked at it and said that’s it, that’s the next Selland’s right there. “What we’re going to bring is not competition with what’s already up there but something different we feel isn’t there yet,” he said. Casual and family style is the focus of the 10-year-old Market-Café in east Sacramento and that will be the objective of the new store in El Dorado Hills. Food at Selland’s is ordered at the counter and delivered to the table. Selland said the café’s popular early dinner special of dinner for two and a bottle of wine for $25 will be continued in El Dorado Hills. Selland’s specialty is gourmet fresh food prepared daily and ranging from meatloaf and chicken to marinated prawns and pizza. It makes all its sauces, salad dressings and desserts and its bread is delivered daily from The Kitchen’s bakery. Selland’s also has a retail wine shop and offers wine by the glass. The larger El Dorado Hills store will provide room to offer an extended selection of wine by the glass. The Sacramento café sells two beers on tap; El Dorado Hills will sell four labels. There won’t be a full bar. The El Dorado Hills location, now undergoing interior design by the designer of Ella, is about 4,100 square feet, compared with the Sacramento store’s 3,200 square feet. The Selland Group first considered locating at the Montano de El Dorado retail plaza but the Town Center building “had everything” to do with the final decision. “It’s a great community up there with great people and we’re just looking forward to being part of it,” Selland said.