Effective March 25, Joel and Duncan Gott who own Taylor’s Automatic Refresher are changing the name of their three popular Bay Area restaurants to Gott’s Roadside Tray Gourmet. To celebrate the brothers have rehired the original chef Rick Robinson, and are hosting a series of parties at their various locations open to the public.

"After ten years, we are proud of what we have created have decided it's time to give the businesses our family name - serving the same great food and great service," says Joel. "Tray Gourmet says it all - our salute to the classic roadside stand done with a twist: fast food as fine food, made with fresh, high quality artisan ingredients and cooked to order."

Robinson, who was the founding chef when the restaurant opened in 1999, has returned as executive chef, and will be enhancing the traditional American offerings with a keen focus on maintaining the emphasis on handcrafted dishes.

"We’ll be pursuing an even higher level of cooking that showcases more boutique ingredients from local ranchers, farmers and purveyors," he said. "While the menu will remain the same, we’re not going to rest on our laurels. We’re striving to consistently improve, and will be adding some really interesting specials like an Ahi poke salad and an upscale tuna melt."

To mark the occasion, the Gotts are inviting their friends and customers to celebrations on Thursday, March 25 at the San Francisco Ferry Building location from 6 - 9 pm and Friday, March 26 at the St. Helena and Napa Oxbow locations from 6 - 8 pm. Partygoers will enjoy free cheeseburgers, Ahi burgers and "Seoul" burgers (kimchi and pork) as well as free fries, homemade ice cream sandwiches and drinks - all served up with great music from well-known artists Sean Garvey playing in St. Helena and DJ Lucy Wrubel performing in San Francisco.

Having redefined drive-in cuisine and garnered a large and loyal following, the three restaurants, owned and operated by partners Joel and Duncan Gott since 1999, received the 2006 James Beard Foundation’s "America’s Classic Restaurant" Award. The restaurants have been featured in USA Today, The New York Times, Bon Appetit, Gourmet, Travel & Leisure and Food & Wine, while Robert Parker Jr. has said theirs are "the world’s greatest hamburgers".

Bay Area locations include the original old fashioned drive-in burger stand in St. Helena, the bustling San Francisco Ferry Building Marketplace restaurant and the most recently opened eatery in downtown Napa’s Oxbow Public Market.

"We are all very are excited about Gott’s Roadside, and will continue the tradition we have built over the last ten years," says Joel Gott. "I'm particularly happy to welcome Rick back into the kitchen to help us grow."

Duncan Gott adds, "We are very fortunate to have such loyal customers who have been the key to our success. We will serve the same high quality food and offer the same great menu in a fun atmosphere."

Known for its delicious and upscale take on all-American fare using the best ingredients, the three sites often have lines of hungry customers snaking out the door. The iconic menu serves up Niman Ranch beef, rare Ahi tuna burgers with wasabi mayonnaise, grilled fresh Mahi Mahi tacos, thick and rich Double Rainbow ice cream shakes, French and chili-dusted sweet potato fries, fresh salads and home-made soups, complemented by California micro-brewed beer and boutique wines. The restaurants also lure customers with their seasonal specials like the "Seoul" pork burger with kimchi, pulled pork sandwiches, the ultimate BLT with heirloom tomatoes, and shrimp tacos.

The San Francisco restaurant is on the Embarcadero in the Ferry Building Marketplace, Space #6 and open 10:30 a.m. to 10 p.m., 7 days a week. Telephone: 415-318-3423.

Take-out service is a popular option, with call-ahead ordering available at 866-EAT-FOOD. Please note the company’s new web address: http://www.gottsroadside.com.