Wednesday, January 14, 2009

FULFILLED (OR NOT?!)

I am re-posting my recent review of Fulfilled (from Yelp!) here:

I want to "love" this pl
ace, but after going for the first time last week I think I can only say that I "like" it. Yippie-skippie. (rolling my eyes now)

I work in Bev Hills, and my co-workers and I have been anticipating the opening of this place long after we kind of got over it's neighbor (Pinkberry). Some of my co-workers and I are self-professed foodies, and we were looking forward to having a "new kid on the block" to fulfill (no pun intended) our incessant need for sweets. Eventually the place opened. I actually waited until the initial buzz wore off. I tend to give new food spots some time to iron out their kinks.

We walked over during our lunch break last Friday, and found ourselves in an empty little shop. The store itself is very clean and minimalist. There is cool art hanging on the walls, the lighting fixtures are uber-modern and chic, and the knick-knacks behind the counter are tre
ndy in a way that only Japan (and some of their Asian neighbors) can do.

What they serve up at Fulfilled is not only your classical ima(gawa-yaki): pancake-like pastry filled with azuki red bean paste. They've got non-traditional ima such as the Harajuku Monkey (filled with banana and nutella), the Fiji Sunrise (filled with a specialty custard creme), and even savory ima like the Spicy Samurai (filled with chicken apple sausage, pepper jack cheese, diced chili, fresh cilantro).

I was craving dessert, so I opted for the Nutty Buddha, which is filled with Ghirardelli chocolate, toffee, and crunchy peanut butter. My friends also got sweet ima as well. While mine was tasty, it definitely seemed a tad too contrived for my tastes. It's not that I don't appreciate the need to cater to the American palate, but at that instant I was actually wishing for something more traditional. Growing up Asian, I have come to appreciate the simplicity of red bean paste (no joke - ahhaha), and I kind of wish I had stuck with that instead. Additionally, the "pancakes" tasted too pancakey to me, and I felt like I was eating an even sweeter McGriddle.

Will I go back again? Probably. I won't discriminate, and I actually did like my ima for what it was worth. Do I think this spot will stick around for a while? In Bev Hills it's tough to say. I do hope that this place does well, but I wouldn't be surprised if it was gone tomorrow.

---

Fulfilled, 9405 S. Santa Monica Blvd., Beverly Hills, CA 90210, 310-860-0776

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