There's an old fashioned saying that goes something like, "Sell the sizzle, not the steak." In the parlance of the 1930s, when the saying is thought to have originated, this supposedly meant that people in sales and marketing should focus on an experience or outcome rather than just the product itself. In restaurants, ambience and presentation often matter as much as the food itself. In the Mesa Asian District, a restaurant called Sizzling House is indeed selling the sizzle, both literally and figuratively, as it serves steak and other meats on hot stone platters.
salmon sizzling plate with rice
Sizzling House is found inside Mekong Plaza, the old Target store that has become one of the cornerstones of a busy crossroads for Asian-American commerce at Dobson and Main in west Mesa. The location is a quarter mile west of the Sycamore/Main light rail station, and there are bike racks near all of the building entrances. Within Mekong Plaza, Sizzling House is found toward the north end of the building, along the corridor that leads to the food court. Sizzling House, however, has its own dining room and space, with both indoor and outdoor entrances.
karaage
The decor is minimal. Big posters of some of the sizzling plates and ramen, the restaurant's other emphasis, fill the windows, but the interior is more sedate. There are some lanterns hanging from high ceilings and a few screens on the walls, but little else. Customers generally order by scanning QR codes at each table, although staff are happy to provide printed menus and take orders in person if that is preferred. Each table receives a carafe of water and a brief orientation to the concept before customers start scrolling through the options on their phones.
Angus beef sizzling plate with rice
Before either the sizzle or the steak, the restaurant offers a selection of appetizers rooted in Japanese food. That includes familiar favorites such as cubes of fried tofu or crisp pork gyoza, both solid choices, even if not unique to Sizzling House. The karaage has a characteristic chewy texture under breading with a texture similar to cornmeal and a spicy mayo on the side for dipping. Edamame comes in both standard and garlic versions. Takoyaki, balls of batter and minced octopus garnished with bonito flakes and nori sheets, complete the appetizer menu.
chicken sizzling plater with udon
With the word "sizzling" in the restaurant's name, the essential experience here is to order one of the sizzling plates. These are vessels on which a bed of rice or udon noodles is presented with toppings of edamame, corn, scallions, fried garlic, a ball of garlic butter, and a choice of protein: chicken, shrimp, salmon, and both Angus and Waygu beef. Mushrooms, cheese, and egg are available as optional additions. Both the rice and udon plates are then given a final layer with a choice of either a house sauce, with notes of soy and pepper, or a curry sauce.
shrimp sizzling platter with udon
While the process of ordering one of the sizzling plates via phone may be anticlimactic, the arrival of the food involves some drama. When the food is ready, a musical robot with a cute cat face approaches the table. The robot has tiered trays that hold the sizzling platters, and although it may appear like a gimmick at first, there is a useful purpose: The platters are heavy, and they are hot. Having the robot do most of the transport minimizes the human staff's handling of them until the final moment when the server offers to stir the ingredients at the table.
vegetable miso ramen
All the sizzling plates come with a complimentary small bowl of miso soup first. With an array of choices, it can be helpful to have some sense of which meats pair best with certain sauces and starches. The salmon seems particularly well suited to rice, while the shrimp seems a natural match for the udon noodles, particularly when combined with the curry. Chicken and beef seem to work equally well regardless of starch or sauce. Unfortunately, a tofu kimchi vegetarian plate was eliminated from the menu soon after opening; however, a meatless ramen is available.
spicy Cajun chicken ramen
In fact, the vegetable miso ramen may be the best place to start an exploration of the other half of Sizzling House's menu, which simmers rather than sizzles. The bowl is filled with tofu and broccoli, along with noodles and bean sprouts, scallions, wood ear mushrooms, corn, and seaweed. A Cajun chicken ramen is a suitable soup, but it fails to deliver on the promised level of spice. Tonkotsu ramen with pork chasu is more in line with Japanese traditions while the Waygu beef ramen is a splurge for anyone who prefers the richer mouth feel of premium meat.
Waygu beef ramen
Sizzling House does not offer any type of dessert; however, that may be unnecessary given that boba tea, ice cream, pastry, and coconut jelly are all found at other Mekong Plaza establishments a short walk away. In terms of drinks, the restaurant serves only tea and sodas, including the Japanese Ramune and Calpico brands. There is no liquor license, an amenity that is uncommon at Mekong Plaza. The green tea, if ordered hot, comes in an attractive ceramic pot, a nice bit of tradition in an otherwise high-tech and somewhat sterile environment.
hot green tea
While the restaurant offers delivery and takeout, it's hard to imagine a meal here being complete without the tones of the arriving robot and the crackling of the still simmering food on those big stone platters. This is a place that serves respectable steak, along with poultry and seafood, but the presentation, or the sizzle in both the actual and metaphorical senses of the word, is the essence of its enjoyment. Selling the sizzle rather than the steak may no longer be the most innovative business advice, but the combination of the two is selling in the Mesa Asian District.
66 S. Dobson Rd. #106, Mesa AZ 85202
https://www.sizzlinghouseaz.com
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