On Pärnu Maantee, in house number 4, a tiny but big-hearted eatery called SAI! or Kurja Koera Võiku, set up itself in mid-summer.
The sandwich joint gained a loyal fanbase in just a couple of months. The concept isn’t overly swanky, proving the charm lies in simplicity and high-quality ingredients.
We visited them early Monday morning before opening. Amazingly, we managed to get the whole crew together, even though some were rushing away from their baby. And for some, the time was a tad too early, and an extra cup of coffee was required. Once the mad-dog-pack was all together, there was a sense of ease–good people sharing a good banter. So, who are the obviously dog-loving folks behind those witty Instagram posts and picture-perfect sandwiches?
They are (from left): SAI! 1/3 owner Kaspar with his dog Skai; sandwich master and DJ Art; SAI! 1/3 owner Karl;designer and marketer Nele; sandwich master and chef's right hand Risto; SAI! 1/3 owner and a bright star of the cooking world–Daanius, with dog Leelo.
So tell us about the first months of SAI!?
Nele & Daanius: The first months have been hectic! We planned on opening SAI! so much earlier, but life got in the way, and so it went. The opening day was maybe a bit rushed, but we made up for it with a positive attitude and excitement. Everyone on our mad dog team has put in so much work and effort; it’s unreal! But it’s quite easy to build something up when you have people together who love what they do and who do it with lots of fun.
Kaspar: The first month at SAl! felt like a dream come true ... Another place where you can get great bread!
Karl: The first month after we had doors open felt like an entire year with loads of smiles and situations that had us in awe.
Did you have any idea that the place would take off so quickly? Did Daanius' 2023 Michelin Young Chef of the Year title help with that?
Nele & Daanius: Our main goal was to combine delicious, simple food with reasonable prices and an inviting environment. We didn’t start advertising more than a few days before opening, so the popularity came as a little surprise. On the first days of being open, we sold out completely many times, closing doors for an hour and searching for burrata or mortadella around Tallinn. So sorry for the burrata drought in the stores caused by us, everyone! But honestly, it was the outcome of hard work.
We have had the red Michelin Young Chef award at SAI! since the beginning; it just matched the interior vibes! But it wasn’t the title that helped; it was Daanius himself, with his passion for sandwiches and the brilliant chef-mind!
Kaspar: Of course—when you offer people good bread, they go crazy. That was the plan from the start. Daanius' red medal fits perfectly with our style in that space.
Karl: We did not expect to be sold out in so many days, and we needed to figure out quickly how to remove 110% from our tiny space, and we managed to do so. Daanius, with his expertise, and our fantastic kitchen staff, with their beautiful characters, are the key to having everything tuned in from the start!
What are you growing?
Nele & Daanius: What aren’t we growing!? Friendships, perspectives, communication, love for sandwiches, dogs, and the stack of boxes on our counter. The list goes on.
Kaspar: Hopefully, our own bread soon!
Karl: Ideas on how to be in the hearts of more people!
Why is bread so addictive yet so intimidating for many?
Nele & Daanius: I think white bread is like a bad dream to many, but it's so delicious at the same time–you can’t get your hands off it! Luckily, we have options for everyone! Our menu is short but quite varied, with lighter sammies and more like your daily calorie limit is met sammies. Every portion is cut in half, so there’s always a possibility to share with a friend.
Kaspar: I haven’t delved deeply into that topic yet, but maybe soon I'll have some explanations for you.
Karl: Bread = dopamine, bread + cheese = heaven! Bread is too often considered a guilty pleasure. It has been, in some way, part of a staple meal all around the world, yet in Western society, with all the fad diets, it has found its way to be deemed something bad. There is also a huge difference between store-bought bread and sourdough, if anyone wants to look into it.
Who do you look up to in your field?
Nele & Daanius: I thought about that question for a while. We really are doing our own little thing! Everyone goes with the flow, and the flow goes with us. We have personnel with different backgrounds, diverse personalities, ideas, and ways. We grow together, inspiring each other to be better, to do better. That is what I look up to!
Kaspar: People who love our sandwiches!
Karl: All new owners operated small eateries where bold ideas, great atmosphere, and fine ingredients come together.
What is the biggest difference between a fine dining restaurant and a street-food one, kitchen-wise?
Nele & Daanius: If you haven’t seen our kitchen then there lies the answer. Just come take a look!
Kaspar: Well, in a fine dining restaurant, the chef probably whispers sweet nothings to the truffle-infused foam while wearing a pristine white coat, and in a street-food kitchen, the cook is having a passionate dance battle with the sizzling wok wearing yesterday’s t-shirt. One serves edible art with a drizzle of reduction sauce, the other serves happiness wrapped in paper. Both are perfect, just with different soundtracks!
Karl: There is no space nor time for tweezers in street food kitchens.
What are your favorite places to eat in Tallinn?
Daanius: Oh, what a great question! SAI! (of course), Staap, our neighbor Kuku Klubi, Paala, and Vernalia cafes. We really do love simple food! But from time to time, visiting Estonia's best fine dining restaurant, Hiis at Jõelähtme is a must!
Kaspar: The food that Merily makes at home … Vernalia, Kuku Klubi, Kalamaja Pagarikoda.
Karl:La Boulangerie has perfect pastries, Energia Kohvik as a time capsule, and dinner parties at home or with friends.
How important is social media for marketing a restaurant?
Nele: Social media is your chance to paint a picture of the food and vibes that will await once the customer arrives. Our main marketing place besides Pärnu Maantee is Instagram. We are so lucky to receive so many pictures and videos every day of people and their pets enjoying SAI! from every possible angle. Dogs and the doggo sando we have as the first thing on our menu are a huge part of what we are! Our love for any kind of animal is humongous and out of this world!!
With our social media, we are trying to tell people about who we are and what we do. Is it important? Yes, very!
Kaspar: In our case, social media played a significant role. Guests came in and shared a piece of us with their friends without us even asking them to do so.
Karl: It's how word gets around. Apparently, having your restaurant and food Instagrammable is how you reach people!
What would be the ingredients of the Trickster sandwich and why?
Nele & Daanius: It would be funky to do a sweet Trickster sammie! Start with bread. Finish strongly with, you know, bread: toasted marshmallows, chocolate sauce, and some fresh berries. As we say in Estonian: “Kõik, mida hing ihkab!”
Kaspar: Bread + even more cheese.
Karl: ToMacco from The Simpsons.
Where will be SAI! in 2 years?
Nele & Daanius: SAI! and our red dog will replace all the bad dreams of white bread and turn them into sandwiches and puppies and rainbows.
Kaspar: In more people's hearts, and maybe on another continent.
Karl: All this above!