The concept, which began when the eatery first opened in 2018, offers visiting chefs the opportunity to team up with The Friendly’s kitchen to create original, usually handheld, dishes that push the boundaries of casual dining. Originally launched by founder Brandon Zanavich as a way to highlight both local talent and up-and-coming culinary voices, the series has been embraced by San Diego’s food community. Since Zanavich’s passing earlier this year, The Friendly has kept the tradition alive under the direction of Chef Rob Brouillard, ensuring the kitchen remains a platform for inventive collaborations.
The Friendly's Chef Collabs Volume 3 has already featured a wide range of creative offerings. Episode 1 brought Alabama native Logan Kendall’s Shrimp n’ Grits Burger with a smashed shrimp patty, smoked gouda and grit croquette, pepper chow-chow, and crab boil aioli. Episode 8 featured local social media star It’s Holly serving up her Adobo Pork Boiga with two smashed adobo pork patties, garlic sticky rice croquette, chayote slaw, and calamansi-smoked peppercorn aioli - an indulgent flavor bomb for just $10. Episode 7 showcased Phil Esteban of White Rice and Wildflower with Kare Kare Chopped Steak Sandos, complete with sliced ribeye, peanut sauce, long bean, and charred eggplant-garlic aioli, while Episode 6 saw Ironside Fish & Oyster's Moira Hatfield create a Surf & Turf v.13 burger layered with lobster mac and cheese croquette, smoked gouda, crispy shallots, and brown butter aioli.
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| Chefs Moira Hatfield & Rob Brouillard |
In addition to these guest chef-driven specials, The Friendly has been rolling out its own frequent limited-time dishes, adding to the buzz and keeping the menu fresh for regulars. Recent in-house creations have been just as attention-grabbing as the collabs, with offerings like the Jalapeño Popper Burger with two smashed patties piled with jalapeño poppers, chipotle ranch, avocado smash, bacon, and garlic aioli. There was also the indulgent Smoked BBQ Chicken Rolls, stuffed with smoked chicken, bacon, hatch chiles, smoked cheddar, mozzarella, garlic, and parmesan, served with both ranch and BBQ sauce for dipping.
While the restaurant’s irreverent personality and smash burger roots remain intact, the chef collaboration series has elevated The Friendly’s reputation as one of the city's most chef-friendly casual kitchens. Expect more chefs to be added to the schedule in coming months, including cooks from Consortium Holdings, Ponyboy and The Lion's Share.
The Friendly is located at 4591 30th Street in San Diego’s North Park neighborhood, as well as at 2632 University Avenue in North Park and 4681 Convoy Street, Suite F, in Kearny Mesa. For more information, follow @thefriendlysd on Instagram and check out the upcoming schedule of Chef Collabs below.
Originally published on August 14, 2025.
