If you search “crab rangoon roll” on any search engine or AI chatbot, you’re likely to get one result—Slurp in San Diego.
The ultra-rich, decadently crabby, cream cheese-stuffed, deep-fried burrito served sliced with a side of sweet chili sauce went mega-viral last June, when a few food influencers started posting videos of themselves crunching, dipping, and moaning over the indulgent Thai-California fusion dish at Slurp’s first location in Liberty Public Market and second in Escondido.
Views went from a few hundred… to a few thousand… up to a few million.
“Our business exploded,” explains Gene Kim, partner and CFO of Slurp. “We used to sell 100 in a week, if that, and now we’re selling 300 to 500 per day.”
Somebody should check on the global crab supply, because they’re probably about to sell quite a few more. The third Slurp space soft opens on Friday, January 9 at Westfield UTC, with a grand opening planned for later in the month.
Gene’s wife and Slurp CEO Bella Kim came up with the now-immortalized crab rangoon recipe and entire Slurp concept. She came to the United States from Thailand in 2018 with an F-1 student visa, and missed street food dishes like barbecue pork, wontons, chow mein, and spicy fried rice. “Every item on the menu, that’s all my favorite things from my hometown,” she explains.
Despite the massive influx of different Asian cuisines to Westfield UTC, from Sichuan hot pot at Haidilao to Taiwanese soup dumplings at Din Tai Fung, Slurp will be the first Thai restaurant at the mall. That’s part of their calculated (and ambitious) growth plans, says Carlo Perez, the group’s third partner brought on to open UTC and facilitate their expansion across San Diego, which they hope to seriously focus on in the coming year.
The group is actively eyeing sites near colleges, universities, and in the second phase of the San Diego Airport terminal redevelopment. With a few more prime locations and some long-term social media strategy, Gene says Slurp could become an iconic local chain as ubiquitous to San Diego as Bird Rock Coffee Roasters, Phil’s BBQ, or Hodad’s.
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But the Slurp phenomenon has already spread far beyond Southern California. Perez’s niece, a student at the University of Wisconsin–Madison sent them a screenshot of a friend asking where they could get a crab rangoon roll in Wisconsin. He laughs. “You have to come to San Diego to come and get it.”
Slurp soft opens on Friday, January 9 at Westfield UTC (4545 La Jolla Village Drive, Suite E-25). Hours are Monday through Thursday, 10:30 a.m. to 8 p.m. and Friday through Sunday, 10:30 a.m. to 9 p.m.
