W San Francisco, an electric urban oasis located in the heart of San Francisco’s SoMa district, is pleased to announce the appointment of Frederic Hoffmann as the hotel’s new executive chef. Ê
The versatile and dynamic chef will oversee W San Francisco’s entire culinary operations and develop menus for its catering and banquet facilities, room service, Living Room bar, as well as W Hotels’ concept restaurant, TRACE.Ê With an accomplished culinary background that includes two decades of working at fine dining establishments around the world, Chef Hoffmann brings an abundance of talent and passion to his new role at W San Francisco.
ÒChef Hoffmann’s passion for the culinary arts and creativity in the kitchen gives us great confidence in his ability to create a menu that showcases the best of seasonal and fresh California cuisine and vibrant flavours that echo the hotel’s thriving energy,Ó said Roger Huldi, general manager of W San Francisco.
Chef Hoffmann’s passion for cooking began at a young age in his hometown of Montreal, Canada, where he was heavily influenced by his French grandparents hosting and cooking dinners for their family and friends. ÊChef Hoffmann credits the family’s generations before him for teaching him the foundation for cooking and entertaining, as well as giving him an appreciation for warm hospitality. ÊIt was Chef Hoffmann’s grandmother, a renowned florist for several hotels in Toronto, who helped him begin his career in the hospitality industry by leading him to an opportunity as an apprentice of Chef Albert Schnell at Toronto Hilton. ÊThere, Hoffmann gained experience at various stations in the kitchen, which served as an invaluable foundation for his bright culinary journey ahead.
Chef Hoffmann honed his expertise in cooking with fresh, seasonal ingredients during his time at Didier Restaurant in Toronto, where he was mentored by Chef Didier Leroy, Matre Cuisinier de France. ÊChef Hoffmann later spent six years with Starwood Hotels as a Task Force executive sous chef to assist with the redevelopment of the culinary programs at top hotels in both the U.S. and Canada, including The St. Regis Aspen, The St. Regis San Francisco, W Austin, Sheraton Denver Downtown Hotel, and The Westin Edmonton, among others. ÊIn 2005, Chef Hoffmann returned to Toronto, serving as the executive sous chef at Le Meridien King Edward Hotel for seven years, followed by his appointment as executive chef at The Westin Calgary.Ê Most recently, Chef Hoffmann served as executive chef of The St. Regis Princeville in Hawaii, where he spearheaded menu development and managed the kitchen staff.
ÒMy experience cooking in kitchens all over the world has exposed me to a diverse range of flavours, ingredients, and styles,Ó said Hoffmann.Ê ÒI look forward to applying my unique culinary approach to TRACE and the hotel’s dining program noted for its seasonal approach to cuisine in a city of sophisticated food enthusiasts.Ó
W San Francisco guests will find Chef Hoffmann’s stamp on TRACE’s refreshed menu, featuring vegetable-forward dishes, signature charcuterie spreads and seasonal ingredients significant to the Northern California region, such as persimmons and artichokes. ÊChef Hoffmann regularly visits the local farmer’s markets, where he will handpick fresh, locally grown items when creating his dishes.
TRACE is open for breakfast Monday through Friday from 6:30 to 10:30 a.m. and Saturday and Sunday from 7 to 10 a.m.Ê Brunch is served Saturday and Sunday from 10 a.m. to 2 p.m., while lunch is served Monday through Friday from 11:30 a.m. to 2 p.m.Ê TRACE is open for dinner Monday through Thursday from 6 to 10 p.m. and Friday and Saturday from 6 to 11 p.m.