Merchant Roots in San Francisco offers a dining experience that will leave guests with lasting memories.

SAN FRANCISCO — At Merchant Roots in San Francisco, the menu is always exciting, with a new tasting experience and theme offered every few months.

“We try as much as possible for this to be a new restaurant every time we change our themes,” said Ryan Shelton, chef and owner of Merchant Roots.

Creating each theme is a significant project that typically spans about nine months. Past themes have included concepts like “Merchant Roots and the Chocolate Factory” and “God of Wine,” each featuring a distinct menu comprising as many as 20 courses.

The current theme for Fall 2024 is “Color Theory,” which highlights the beauty of different colors with 10 monochromatic courses.

Beyond just serving delicious food, the focus is on delivering a complete dining experience. According to Shelton, adjustments are made to the lighting, projections, and even subtle multimedia effects to enhance the overall ambiance. Diners are treated to dishes that evoke sensory experiences, where flavors are described in colors like green or purple, aiming to explore the impact of color on our perceptions and interactions.

Shelton attributes the success of these themed experiences to his dedicated team. He expresses gratitude for having a highly engaged staff who actively contribute to the creative process. Collaborative brainstorming sessions play a key role in generating innovative ideas, fostering a lively and enjoyable environment for everyone involved.

If you’re curious about the Winter 2024 theme, Shelton dropped a hint: think Humpty Dumpty and a focus on eggs.

Learn more about Merchant Roots here.