A well-written piece on “third places” and comfort: yes, in the form of artisanal toast.

WHEN I TOLD FRIENDS back East about the craze for fancy toast that was sweeping across the Bay Area, they laughed and laughed. (How silly; how twee; how San Francisco.) But my bet is that artisanal toast is going national. I’ve already heard reports of sightings in the West Village.

If the spread of toast is a social contagion, then Carrelli was its perfect vector. Most of us dedicate the bulk of our attention to a handful of relationships: with a significant other, children, parents, a few close friends. Social scientists call these “strong ties.” But Carrelli can’t rely on such a small set of intimates. Strong ties have a history of failing her, of buckling under the weight of her illness. So she has adapted by forming as many relationships—as many weak ties—as she possibly can. And webs of weak ties are what allow ideas to spread.

In a city whose economy is increasingly built on digital social networks—but where simple eye contact is at a premium—Giulietta Carrelli’s latticework of small connections is old-fashioned and analog. It is built not for self-presentation, but for self-preservation. And the spread of toast is only one of the things that has arisen from it.

How Did Toast Become the Latest Artisanal Food Craze? – Pacific Standard: The Science of Society.