International chef Drew Deckman gives his North Park restaurant a new identity

What’s in a name? 

If you are a globally experienced chef who runs Michelin-starred restaurants in Baja California, as well as a dining establishment in San Diego that is undergoing a cohesive rebranding, then the answer to that is “a lot.”

Chef Drew Deckman and his wife, Paulina, have officially changed the name of their 15-month-old North Park restaurant from “31ThirtyOne” to “Deckman’s North at 3131.”

It is intended to crystallize the restaurant’s identity as an establishment directly connected to the chef’s celebrated accomplishments while still defining its numerical address on University Avenue.

“Deckman’s is a known brand, and it has been for a long time. We are a destination in the Guadalupe Valley, located just 80 miles south of here. With the previous name, people didn’t know it was us,” Deckman explained while referring to his south-of-the-border restaurants: Deckman’s en el Mogor; Conchas de Piedra; and Enso Omakase.

All of the establishments fall under the umbrella of Deckman’s Restaurant Group. 

Last year, Conchas de Piedra earned a Michelin Star and a Green Michelin Star, while Deckman’s en el Mogor received the Green Star. Both were cited for their leadership in sustainable gastronomy. 

Sourcing proteins and produce from nearby farms and fisheries has defined Deckman’s cooking for years, dating back to at least 2000 when he earned his first Michelin Star while working at Restaurant Vitus in Germany.

Deckman added that the name change is a strategic move to “adapt and overcome” in what he describes as “one of the most challenging periods for the restaurant industry — even more difficult than in the Covid era.” 

Taking time with a name this time around 

He also pointed out that the name 31ThirtyOne was chosen last year in haste. 

“We first named the restaurant Watershed. But then we received a letter saying the name is licensed by a pizzeria in Marin County. So we changed it to 31ThirtyOne after our address. It was a reactionary decision at the time,” he noted.

The newly appointed title, now freshly painted above the exterior front windows, coincides with several other positive changes made over the last year within the two-level restaurant. 

The operation remains favored by customers for its wood-fueled oven, an eight-seat chef’s counter, and a rooftop bar.

Yet gone are the tasting menus, which Deckman felt were being interpreted as “highbrow.”

The menu of late is more concise and with a focus on á la carte choices. 

Also, because Deckman wants to make the dining experience more relaxed for guests, the kitchen staff are sporting black T-shirts in lieu of chef jackets.

From a cost standpoint, prices have been reduced on certain dishes, while others are under review.

“It’s a self-audit in progress, but we are doing it without compromising quality and portion sizes,” he noted. “We’re looking for that sweet spot where guests receive value and approachability.”

The culinary parallels to Deckman’s menus in Mexico are still evident, if not amplified because of greater attention brought to various styles of ceviche seen also at Conchas de Piedra.

Meats and many veggie dishes are fire-roasted in rustic Baja-style using oak, as they have been from the get-go. And even the house-made eggplant puree (served with fish) is scorched on the grill. 

Adhering to North Park’s urban setting 

Deckman indicated that the main differences between his bi-national restaurants are the Guadalupe Valley’s pastoral surroundings versus North Park’s urban setting. 

Among the hot sellers at Deckman’s North are Kumiai oysters from Baja.

They’re currently embellished with mignonette sauce and blood orange oil. Others include house-cured anchovies, fish crudo, and a 24-ounce dry-aged rib eye for two. Modifications are made to the menu weekly based on the seasonal availability of ingredients. 

Several enhancements were made to the restaurant’s interior.

“We added some eclectic, commissioned art and more flowers and plants,” said Deckman. “My wife has been spearheading that. We also have people from our investment team who are good at design. And we changed our playlist from mostly jazz to more upbeat music.”

On a personal note, the industrious Deckman revealed that he splits his time between San Diego and Baja “to find balance and inspiration” for keeping his North Park venture moving creatively forward. He said that for a while, he previously spent nearly all of his time at the North Park location. 

“I was hanging on too tight, and it was counterproductive,” he said.

Deckman’s North at 3131 is open from 5 to 9 p.m. Tuesday through Saturday. It is located at 3131 University Ave.  For more information, call (619) 735-3761.