This is about the harshest criticism anyone will hear from the relentlessly upbeat Mogannam, who has the Arabic transliteration of Bi-Rite’s guiding principles — love, passion, and integrity — tattooed on his forearm. Still, the company, a registered B Corp. that employs more than 300 people, may double in size in the next six years. “We’re now on our 2030 vision, which says, you know, two to three more markets in the Bay Area,” Mogannam said. He won’t reveal where he’s looking, although in the past he has mused about an Inner Sunset location.
Running the company means spending little time in the kitchen, something Mogannam misses. However, there’s plenty of time to sample what’s in season — like ripe, candy-striped figs from Knoll Farms in Brentwood. “Wrinkly, cracked things are, without question, the best, because they burst from the sugar,” he said. “I tore it open to this lovely, ruby-red, lusty-yellow interior. Like, where have you been all my life?”
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