Why is this place always empty? Is it the location on Mission St. instead of Market, or the fact that it's not in the actual food court of the Westfield Center? We just got back from having an early light dinner there after shopping at the new SF mall and were the only patrons besides another couple. And, it's open till 9PM. Of course, the food concourse inside the mall was a complete madhouse, and so far, from my experience, the food in the actual food court is not that great. But, this was my second time at 'Wichcraft and I was just as happy as the first. Great sandwich (grilled gruyere on rye), nice staff, thoughtful touches, even a tumbler of decent rose to take the edge off from shopping. The decor is pleasingly spartan, too. Anyway, just curious as to why more people aren't eating there (I was there during the lunch rush once too and it was pretty quiet). Maybe not everyone knows who Tom Colicchio is and why you'd want to patronize one of his restaurants. I wish there were more places like this around.