Another month, another rendition of the Locals’ Edit where we pass the itinerary to a San Diego creative who helps shape how this city feels …
This month, we're handing it over to Francesca Pourfard - Persian cook, pop-up host, and the person behind one of San Diego's most intimate dining experiences, MARJAN.
At its core, MARJAN is a Persian pop-up dinner series, but Francesca has quietly turned it into something bigger: a full community production rooted in hospitality, memory, and the people she loves most. A San Diego native who spent years cooking in kitchens across California, she's now channeled that experience into an exploration of ingredients, rooted in the seasons and presented through intimate family dinners. But community is in the details - ceramics, flowers, wine, furniture - and those details, the ones that create the magic, all come from people in her closest orbit.
This Local Edit is an invitation into her San Diego: the neighborhoods she calls home, the spots she keeps returning to, the people she admires, and the version of this city best experienced outdoors, with a deli sandwich in hand <3
For those who don't know you yet, tell us a bit about yourself.
My name is Francesca Marjan Pourfard. I’m a Persian cook based in my hometown of San Diego. I grew up here, spent some time working in kitchens throughout San Francisco and Los Angeles, and eventually found my way back home to start my pop-up, MARJAN.
I started it as a way to cook for friends and share the food I grew up eating. Over time, those dinners expanded beyond my immediate circle and became something I wanted to dedicate more of my life to.
Everything about MARJAN - the venue, the ingredients, the ceramics, the flowers, the furniture - involves people close to you. How did a dinner series become a family and friends production?
It happened very naturally. When I started, I was constantly surprised by how many people in my life immediately believed in the vision and wanted to contribute their own talents to it.
My brother Nick, a furniture designer here in San Diego, built out the space completely with the help of our good friend Max. My friend Sofía created many of the ceramic pieces we serve on through her studio, Figuras Limón. The flowers come from Allie of Guava Floral, who I’ve known since we were young. The wine comes from my close friends Jack and Maggie of Shrieking Meemies. My sous chef Chad is a lifelong friend, and my partner Jake and brother Alex help bring each dinner to life behind the scenes.
Food has always been about bringing people together in both my family and Persian culture, and somewhere along the way the project itself became an extension of that idea. I’m incredibly grateful that so many people saw the vision from the beginning and wanted to pour their time, talent, and energy into helping make it real.
What started as a dinner series became a collaboration between people who genuinely love what they do and want to support one another. At this point, the community that has formed around the dinners is just as meaningful to me as the food itself.
Was there a moment you knew the pop-up format was the right move over a traditional restaurant?
I don’t know if there was one specific moment. The pop-up format just felt like the right place to begin. It gave me the opportunity to share my food, connect directly with the community, and build something gradually.
What I ended up loving most was the flexibility. Every dinner could be a little different depending on the season, the menu, the space, or the people around the table. It allowed me to evolve naturally, and I learned a lot through that process.
Your menus are built from memory. Walk us through how a dinner actually comes together - from the first idea to the moment guests sit down.
A dinner usually starts with an ingredient I’m excited about. Maybe it’s mulberries, quince, citrus, or whatever happens to be in season and tasting really good at the time. More often than not, that ingredient ends up determining when the dinner happens and what direction the menu takes.
From there, I start developing a menu around the ingredients I have access to. Sometimes that means taking a more non-traditional approach to a dish, but if I have a beautiful ingredient that needs to be used, I won’t let it go to waste.
Most of the dishes are still rooted in memories. They might be inspired by a family recipe, something I learned while working in restaurants, or a meal I had while traveling that stayed with me.
Once the food starts coming together, I’m really thinking about the experience as a whole. Not just what’s on the plate, but how the entire evening feels. From the moment guests arrive, to the first bite, to the conversations happening around the table, every detail plays a role.
I often serve the food family-style because it’s how Persian food is meant to be eaten, but also because it naturally encourages people to interact with one another. At the end of the day, I want people to leave feeling like they shared a great meal, connected with the people around them, and experienced a little bit of the hospitality I grew up with.
Every other dish on the menu changes - why does the faloodeh stay? Is it a signature, an anchor, or something more personal than that?
Honestly, it’s the perfect palate cleanser. Persian food can be rich, and faloodeh gives you a little reset before the next course. Plus, it changes nicely with the seasons, so there’s always a new way to approach it.
What's the most unexpected version you've made of it (faloodeh)?
I’ve done a lot of different versions over the years, but I tend to love the really refreshing ones most. Blood orange and sumac, persimmon vinegar with fresh persimmon and lime zest, or cucumber with finger lime have all been favorites.
You're half Iranian, half Italian. Has the Italian side ever quietly snuck onto a Marjan plate?
Not yet, but I’ve thought about a ghormeh sabzi agnolotti more times than I’d like to admit. It’s definitely going to happen sooner rather than later.
Shameless plug: what's coming up next that people shouldn't sleep on?
The dinner series is coming back this summer, with two dinners on July 11th and July 24th - so definitely keep an eye out for that on my page!
I'm also starting kebab pickups in Mission Hills at a private location very soon, which I'm really excited about. It'll be a more casual way for people to experience the food and hopefully make it accessible to a wider group of people outside of the dinner series. It'll be preorder only and first come, first served, so the best way to stay updated is by checking my Instagram posts and stories!
And beyond that, we’re working on what feels like the next evolution of MARJAN. I can’t say much yet, but I’m excited to share more very soon.
Now - lets get to know your version of San Diego ...
What neighborhood feels most like you, and why?
I don’t know if I have a good answer for this one because I’m constantly bouncing around different neighborhoods and finding reasons to love all of them.
That said, I just moved to Old Town, which has been equal parts weird, charming, and fun. So maybe that’s my answer for now.
That said, I just moved to Old Town, which has been equal parts weird, charming, and fun - so maybe that's my answer for now. We've been loving bringing food down to Heritage Park with our dog, Archie!
Before moving, we lived in South Park, another favorite. I love stopping by Ayi to see Carly, then heading across the street to see my brother at The Rose, grabbing a glass of wine at the bar, and usually ending the night at Fernside or Whistle Stop!
Where do you eat when you're not cooking?
I tend to eat pretty casually when I’m not cooking, so most of the places I find myself returning to lean in that direction. My regular rotation would probably include Mekong, Charminar, Moment Sushi, Relic Bakery, and SOT BBQ with friends.
And a big shoutout to Leetsy’s Biscuits with whipped butter and jam with a OOO coffee, Paper Route Bagels, and Hell Yeah Helena’s spicy Cubano. I always get excited when I can hit one of their pop-ups.
Is there a monthly ritual you never skip ?
I obviously love a good farmers market run, but if I have a free afternoon, you’ll probably find me walking through Balboa Park and ending up with a soft-serve cone from the Fleet Science Center. That’s pretty much a perfect day.
What's your go-to place for unhurried conversation and time with friends?
Turf Supper Club, Vino Carta, or Fernside.
Where do you go when you're craving a more upbeat night out?
Probably a show at Whistle Stop, karaoke at The Ould Sod, or a Padres game at Petco.
Is there a San Diego spot you go to when you need to reset?
I usually hike Cowles Mountain with my partner and grab a pastrami sandwich from DZ Akin’s afterward. Or honestly, any AMC movie theater.
What's a side of San Diego that visitors never see but should?
Escondido. My brother Nick moved there a few years ago, so I've spent a lot more time exploring it than I ever expected to - and it actually has a lot of good spots. There are great restaurants, some really cool museums, and easy access to nature. I love Mesa Agricola, Doña Chelis on Sundays (definitely DM them on Instagram and preorder), and Ali Baba for their bread. The California Center for the Arts is great, and the San Diego Archaeological Center always has fun activities too, we love Hayden there!
It's a part of San Diego that I don't think gets enough attention, and I've really grown to love it.
Finish this sentence: San Diego is best experienced when…
you’re outside all day, sharing a Mona Lisa sandwich with people you love.
Big thanks to Francesca for sharing her version of San Diego and the spots she frequents! Make sure to follow her account so you're the first to know about upcoming pop-ups, collabs, and pickup locations!
We'll be back next month with another local perspective worth hearing.