Shedd is the owner and general manager of Per Diem, a new Italian-Californian fusion restaurant and lounge in the Financial District. The longtime restaurateur also managed the Brick Yard and Back Yard Kitchen in Cow Hollow.
Why did you decide on the Financial District to open your restaurant? It was kind of a perfect storm. It’s the same owner of the property where Brick Yard is located, so we had a good working relationship already.
Could you briefly describe the philosophy behind Per Diem and its menu? We wanted to offer something more stylistic than what you normally see in a strict work neighborhood like the Financial District. It has a more personal and casual style than most places in the neighborhood. For lunch, we get more people working in the area, and a lot of people in startups come in to meet for business.
What has the reception been like so far? We’ve been really busy. Lots of private events.
What’s the significance of the name Per Diem? Per diem can refer to the daily pay traditionally given to traveling salesmen as a food or entertainment allowance. Because of the location in the Financial District, the themes of the restaurant play off common business terms—our cocktail menu is called “liquid assets.”