Toast doesn't cost $4 in SF anymore ... in some spots, it's way more expensive

Photo: John Storey/Special To The Chronicle Photo: John Storey/Special To The Chronicle Image 1 of / 29 Caption Close Toast doesn't cost $4 in SF anymore ... in some spots, it's way more expensive 1 / 29 Back to Gallery

Bread is deeply embedded in San Franciscan history, from Boudin's tangy sourdough to the artisan influence of Acme. In 2014, the city once again made headlines for its bold bread — but this time, thanks to its artisanal toast.

An article in Pacific Standard magazine by John Gravois is credited with bringing the toast trend to the forefront of the American consciousness. "A Toast Story" chronicled the triumph of Trouble Coffee founder Giuletta Carrelli as she survived her debilitating schizophrenia through coffee, coconuts, and cinnamon toast.

When National Public Radio's "This American Life" picked up the story, suddenly the entire country was talking about San Francisco's "potentially annoying" toast obsession.

The heartwarming story led to national attention as the country learned of the West Coast's crispy bread infatuation. From the New York Times to Buzzfeed, national media outlets decried the odd obsession.

Some critics claimed pricy toast was emblematic of a changing city that had lost touch with its roots; others said it represented Americans' "intensifying obsession with and fetishization of food." VentureBeat even ran an article with the headline "$4 toast: Why the tech industry is ruining San Francisco."

Yet by 2016, the press seemed to forget their outrage. Little did they realize, in this expensive bohemian oasis toast prices were skyrocketing.

The days of $4 toast are but a hazy memory. Keeping with its homespun roots, Trouble Coffee has kept its toast prices steady, but that hasn't stopped the trend from exploding at higher-end cafes and restaurants.

Sit-down restaurants typically offer more expensive fare than casual coffee shops, but even the grab-and-go cafes weren't hesitant to charge a pretty penny for artisanal toasts.

Avocado and poached eggs appear to be the most common toppings, although what really makes a tasty toast is a strong foundation – the bread. Preferably, it's thick enough to refer to as a "slab" and baked locally.

So what's with the toast obsession? Perhaps San Franciscans are nostalgic for days spent noshing PB&Js in the school cafeteria. Or maybe it's the aesthetically pleasing contrast of green mashed avocado against the backdrop of a porous brown baguette. Not to mention, a slice fits perfectly in America's other square-shaped infatuation – Instagram.

The yeast has risen and the prices tallied: Check out our gallery above for the most expensive toasts in San Francisco and some that are actually (relatively) affordable.

Read Michelle Robertson’s latest stories and send her news tips at mrobertson@sfchronicle.com.