It's no secret though....
When you arrive, it may look like the picture on the left....or, if it's the weekend and you're arriving at peak brunch time - you may take part in the photo on the right.
Once you're inside - great things await you...
The restaurant has a great vibe: comprised of a funky array of vintage/old things (traffic signal, stuffed armadillo, high school maps) for decor, comfortable seating (including a padded banquet running the length of the room), and great service (knowledgeable, capable and fun).
We've enjoyed many a breakfast at Jam since it opened (okay, not from the very beginning - if truth be told - we were there on day two). The menu has morphed a tiny bit since then - but favourites including Green Eggs & Ham and the Charlie Bowl, were there from the get-go.
The menu is definitely a feature that makes this restaurant stand out in Victoria's breakfast scene. The standards are here (two eggs, bacon, toast & hashbrowns; yogurt parfait; pancakes), but it's the unique creations that give those wanting more; a reason to linger over the menu.
Hankering for something sweet? How about Red Velvet Pancakes or Brioche French Toast with bananas and Nutella. In a savoury mood? Try the Steelhead Salmon Benny, Pulled Pork Pancakes or the previously mentioned Green Eggs & Ham - soft scrambled eggs with spinach, pesto, goat cheese served with ham.
We were all in a savoury mood at our table and ordered up the Huevos Rancheros, Pulled Pork Benny (day's special), and the Gravy Coupe.
First up - the Huevos. Not traditional, but delicious none the less. This is the dish this person orders almost each visit to Jam. She longs to try other items - but like a scene from Godfather III, it pulls her back in. With grilled, smoked chorizo, crisp tortillas holding black beans and basted eggs - plus fresh salsa, guacamole and slices of toasted corn bread.
Next up, a Southern classic - Gravy Coupe - a boneless piece of fried chicken, topped with two eggs (scrambled in this case), sitting on a toasted giant biscuit with sausage gravy and hash-browns. We really love the hash-browns at Jam - each serving is a rectangle slice of shredded potato that's pan fried up, so there's a perfect crisp crust on the top & bottom, but still soft in the middle.
And finally - one of the specials of the day - Pulled Pork Benny. Moist, pulled pork piled on toasted english muffins, topped with soft poached eggs (super runny! three cheers!) and finished with chipotle hollandaise sauce and jalapeno/corn salsa. Served with hashbrowns and a grilled roma tomato half.
Let's just say you won't go home hungry from Jam (and not due to your plate being over loaded with giant deep-fried potato cubes that pass for "hash-browns" in some places).
If you want to toast with your toast - Jam is also licensed. We've sat at the bar on occasion and have seen many a Caesar (garnished with a strip of crispy bacon!) and prosecco-mimosas being mixed. If your breakfast beckons for something simpler - there's beer and cider too.
Jam is a really great all-day breakfast joint in Victoria - if you time it right, you'll be noshing in no time. If you have to loiter a bit - it's worth the wait and you might even get served some coffee while you wait outside. You can also grab a cup to go from their coffee shop, the Union Pacific, just across the street and half a block East.
There's also a lunch menu served all day....but we never get passed the breakfast menu - it's that Godfather (Jamfather?) thing again...
542 Herald St