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Thursday, September 24, 2009

Seen In San Francisco: Multiple Personalities? Mission Street Market Can't Decide On Its Name.

Posted By on Thu, Sep 24, 2009 at 7:30 AM

  • Joe Eskenazi
News articles about names invariably end up quoting Romeo and Juliet: "What's in a name? That which we call a rose by any other word would smell as sweet."

Fair enough. Just choose that word and stick with it, or everyone's going to get confused. That's the case at this Mission Street market just between 18th and 19th. While the sign says "Gino's" the awning reads "George's."

We wandered inside to see what the proper name is, Gino's or George's. And the counterman told us it's neither of these.

The proper name of the store, according to the man hawking the goods, is "Yuri's."

Hmmm. What is in a name? That which we call Gino's/George's/Yuri's would still smell as much like Pine-Sol by any other word. Still, three names for one liquor store is quite enough.

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About The Author

Joe Eskenazi

Joe Eskenazi

Joe Eskenazi was born in San Francisco, raised in the Bay Area, and attended U.C. Berkeley. He never left. "Your humble narrator" was a staff writer and columnist for SF Weekly from 2007 to 2015. He resides in the Excelsior with his wife, 4.3 miles from his birthplace and 5,474 from hers.


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