Ingleside’s stretch of Ocean Avenue just got another new restaurant.
Dim the Way, a casual dim sum restaurant across from Whole Foods Market, joins Megan’s Table in opening its doors this month. It took over the longtime ramen spot 21 Taste House, renovating the interior and giving the facade a fresh, bright look.
Owner and head chef Yongheng Feng made one thing very clear to this reporter. He loves to eat and has been cooking since he was young.
“He was just always good at cooking,” said Tom, Feng’s son, who was working the cash register and served as a translator.
Feng, 49, opened Dim the Way on Oct. 10 and is diligently working to build up a following in advance of a November grand opening.
“We’re only just getting started, but maybe we can start some promotional deals for all the students in the area,” Tom said.
Tom, 17, is one of five siblings and one of many family members who help bring the restaurant to life.
Feng was born and raised in Jiangmen, China. He settled in San Francisco in 2010 and lives near the Cow Palace. For four years, he ran an Asian fusion restaurant downtown, but had to close it in 2021 due to the pandemic hollowing out all of the office buildings.
In preparation for launching his new venture, Feng visited Jiangmen to learn how to make authentic dim sum from the chefs there.
“Dim sum has less competition in this neighborhood, so I want to bring some of that here,” Feng said. “We just have good, simple food that one person can handle.”
Feng said he has to be there all day, every day, but luckily, he's not alone.
“My mom makes the barbecue pork,” Feng said, motioning to his mother in a Dim the Way apron behind him. “And I make the beef brisket. Everyone helps. It's my family business.”
Tom said that so far, reviews have been good. Now, they only need more customers.
One patron stumbled into the quiet restaurant after stopping on the street to read the menu. At another table sat a couple with a stack of more than five empty dim sum plates.
Lan Fang, who also lives near the Cow Palace, was there with her husband, finishing up her chat with the owner Feng after their meal.
"We were just driving by and we had to try it,” Fang said. “It's really good!"
After The Light ordered the beef brisket roll and the barbecue pork lo mein, Tom said to be sure to try the chili oil.
“People keep telling us we should bottle it up and sell it on its own,” he said.
Feng said that his idea for Dim the Way was to create a restaurant that was both simple and clean.
“I want to make sure that everyone feels my food is delicious,” he said. “I didn't want to set the price too high, so everyone can enjoy it.”
Despite the familial buzz in the kitchen that revolves around Feng’s cheerful demeanor, Feng shared that it takes a lot of faith to start a restaurant. He had already spent ten hours at Dim the Way that day, but still, he had not broken even.
Feng said his favorite dish to make at Dim the Way is the rice noodle rolls.
“They can happen so fast, I can make one order every minute,” Feng said. “I hope to have a day where I can make 200 to 300 rice roll orders in one shift.”
Dim The Way
Address: 1109 Ocean Ave.
Phone: 415-964-7062
Hours: 9:30 a.m. – 8:30 p.m. daily
