Mr. Sandwich: Moment Cafe’s Ivan Matic

Ivan Matic is the friendly face at the helm of Moment Cafe, perhaps Beijing’s most underrated sandwich and crepe stop. We asked him about Sanlitun Soho, Moment’s bestsellers and the tastes of his native Serbia.

What Serbian dishes or drinks do you most miss in Beijing?
The most missed item among all Serbians is burek (crispy pastries filled with meat or cheese) and rakija, a very strong fruit spirit.

Will you be introducing these at Moment?
From time to time we treat our guests with the rakija that we carry in by hand from Serbia.

What are the bestselling items on your menu?
The “Indiavolato” (spicy chicken breast) sandwich, our Greek Salad, and our “Ella” (ham, cheese and mushrooms) and “Una” (Nutella, almonds, cherries and ice cream) crepes.

Many of your crepes have women’s names. Who are these women?
Many of these are women who have a special place in my life. For example, Ella was the first girl I fell in love with. I was 7 years old.

What’s the nicest compliment you’ve received from a diner?
One of the regulars said that she would marry me just to be able to eat my delicious crepes and sandwiches happily ever after.

What ingredient, in your opinion, smells the best raw?
Basil.

Why has Sanlitun Soho been so slow to take off?
The management in Sanlitun Soho needs to rethink how they promote this place. Right now, each bar or restaurant does its own promotion, but we need Sanlitun Soho to help promote the complex as a whole. We need more famous brands, more events and a clear strategy.

What other places in Sanlitun Soho do you like for food and drink?
For food, Ssam Korean restaurant, and The Drive-Thru for their huge selection of beers.

And which is your favorite?
Mia, because I am a chocolate freak and like Nutella.

Describe a perfect moment in Beijing.
Blue skies, on my motorbike, riding around the hutongs near Houhai.

And what’s the most surprising moment you’ve had in Beijing?
We’ve been looking for a new venue and I’m surprised how hard it is to make a deal. It seems like some landlords prefer to leave their places empty rather than make an agreement and get a business open.

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Photo: Judy Zhou