“Shift” the Way You Eat
Posted on Tuesday, August 23rd, 2011 at 10:56 am.
Posted by CHICKAGO
One of Lakeview’s newest cafes is more than just a spot to grab a bite. Shift on Sheffield is a health food mecca – café, market, fresh produce, plus a full-service juice, tea and coffee bar.
When the doors opened in April, owners Rosanna and Mustafa Dikbas launched their quiet mission to increase the accessibility and attainability of quality products and information. Born and raised in Chicago, Rosanna was a proponent of sustainability long before it became a buzzword.
“I’ve always been a foodie,” she declares. By combining her and husband Mustafa’s knowledge and love of food, the concept of Shift began to evolve. When it comes to approaching natural food stores, Rosanna acknowledges that “a lot of folks don’t feel comfortable. It can be a little scary navigating the different options.”
That’s what makes Shift so special – and, in fact, how it got its name. With a mix of different food options, it’s easy for customers from all backgrounds to make the shift toward a healthier lifestyle. “We’ve set out to be approachable and a transitional store,” she explains.
Many people wandering into Shift end up experiencing their first juice, first wheatgrass shot, or first Kombucha tea, something the Dikbases are quite proud of. They’re planning to display a photo board documenting these exciting “firsts.”
Still others have started experimenting with a healthier diet, whether for themselves or for their children. A lot of young people and parents come in wondering ‘what am I feeding myself? And what am I feeding my child?’ It can be difficult to know where to begin.
“We want to have an educational component,” says Rosanna. They are working on a newsletter, plus in-house workshops and lectures to further education. Samples are another Shift priority. “We knew people would want to do a lot of tasting,” she says. “We want to offer that.”
Indeed, while many menu items are familiar – pizza and sandwiches have top billing – still others are a bit more exotic. Natto, a fermented soybean dish popular in Japan, is a Shift specialty. The tiny beans are served over brown rice with different sauces – plain, curry or ginger – and include sides like liquid aminos (instead of soy sauce) and vegan mustard. While Rosanna admits that natto is “an acquired taste,” it’s an exciting alternative to standard Asian fare. And since it’s Shift, you can be sure it’s all natural.
”What you see on the menu is what you get,” Rosanna assures. “We want all items to be as pure as possible.” That means no hidden gluten, soy or animal products. Because people with food allergies and special diets are their niche, Shift takes this responsibility seriously. Almost everything is made in-house or comes from a close, trusted source.
”We’re a small café, but we’re doing things large restaurants don’t do from scratch.” Whether it’s pizza dough, sauces or salad dressings, the ingredient list is short and sweet. “We want to trust the integrity of the ingredients – but taste is also a huge thing!”
From the café menu to the juice bar, there is no shortage of flavor. At Shift, juices and smoothies are the real deal – no sugar, syrup or base, just fresh fruit and European-style yogurt. “If you’re going to do dairy, do it right,” notes Rosanna. Since many are accustomed to frozen yogurt, which is full of artificial sweeteners, the tart flavor of real yogurt can take some getting used to. “We try to educate,” she says of the benefits of whole, unprocessed foods, “but who am I to go against years of other messages?”
It’s all part of the transition, which is why the Shift juice bar also offers a variety of combinations. Some are more familiar and approachable, like the Rejuvinator – a blend of apple, strawberry and cucumber – while others pack a powerful punch of greens – the Farmers Blend combines celery, carrot, spinach, tomato and lemon.
Another draw at Shift is Kombucha. Their version of this fermented tea is unflavored with a plum note. Most flavored versions have added sugar, which Shift opts against. It, too, can be an acquired taste but is rapidly gaining popularity. And as advertised in their window, Shift aims to be Chicago’s Kombucha headquarters!
With all the fresh café items available, it’s impressive that the Shift market, too, is thriving. Initially they didn’t offer as many convenience items but, as the Dikbases quickly realized, “people are so busy in this area.” Customers are seeking quick, easy meals if they don’t have time to cook at home. And rather than rely on a convenience store for convenient options, Shift offers healthy alternatives. While always a proponent of fresh food, Rosanna acknowledges, “we have to provide what the consumer wants.” From prepackaged brown rice dishes to frozen vegetarian entrees to a trail mix bar, the choices for a quick meal in the office or on the run are endless. Other non-food convenience items include all-natural cleaning supplies, health and beauty products, pet and baby needs, and a large selection of vitamins and supplements.
The future goals for Shift are endless, but a short-term priority is an indoor farmers market in the fall featuring local food and craft artisans. “We’d like to be an incubator for new vendors and provide a chance for folks just starting out,” explains Rosanna.
That mission extends to each person who walks through the door. As people ease into the idea of a healthier lifestyle, “you shouldn’t get frustrated with yourself,” she says. “Allow yourself the time to get used to rethinking items.”
Shift – the quiet little market and café tucked away on Sheffield – is a great place to start. And the staff is ready to help no matter what your goals are. “Everyone’s path to wellness is going to look differently,” Rosanna confirms. “We’re not here to judge.
“But once you start looking at food in the sense of how unadulterated it is – eating real – it’s an eye opener. It shifts the way you dine.”
Check out Shift at 2825 N. Sheffield Ave. seven days a week. For hours and more information, visit http://www.shiftonsheffield.com/.
-Kate Palm
