Cheesed Off

A childhood staple becomes a fad

Grant Cornett for TIME

The melt, a high-tech restaurant chain specializing in grilled cheese sandwiches, is getting ready to make its debut in San Francisco. Customers will order ahead via a smart-phone app and pick up a sandwich cooked in less than one minute by a new gadget that sears the bread and melts the cheese at the same time. My immediate response on hearing about this latest attempt to cash in on America's grilled-cheese mania was sadness. The grilled cheese sandwich is a childhood classic, and restaurants are harvesting our nostalgia as part of their business plans. Jonathan Kaplan, creator of the Melt (and...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!