It’s a fact of life in hospitality that restaurants open and close all the time. There’s an inexhaustible supply of plucky new businesses ready to sign a lease and try their chances, and you can almost measure how long someone has lived in Reading by how far back they remember the history of certain sites. Do you recall when Thai Corner used to be Bistrot Vino, or when the Nando’s on Broad Street was a place called Bistro Je T’aime? You’ve probably been here since the early days of the Oracle, if not longer.
In some cases a restaurant makes such a go of it that you almost completely forget the establishments that went before. Some people have long memories, and remember Mum Mum or that pretzel joint on Market Place, but for many people I imagine it feels like it’s always been Tasty Greek Souvlaki. And although I know rationally, in the back of my mind, that there used to be a great branch of Ha! Ha! on the Kings Road – and that after that it was a Turkish place, and a tapas restaurant, and a weird kind of pub that closed on Sundays – it’s been House Of Flavours so long that it’s jarring to imagine anybody else there. It’s a bit like how, after you’ve been in a relationship with a person long enough, your previous life feels as if it belonged to somebody else.
But there are some sites where you need not only a long memory but a good one, because so many restaurants try and fail to make a go of it on the same premises. The quintessential example of this is the site of the old Warwick Arms, which has been Bali Lounge, the Biscuit & Barrel, Cardamom and King’s Kitchen and currently goes by the name of the Aila. I only reviewed the first two of those, and most of the others closed before I could get round to them.
Or take Cozze’s site on the Caversham Road, which has been Chi’s Oriental Brasserie, La Fontana, Al Tarboush, Casa Roma and Maracas, all of which eventually went pear-shaped. (Incidentally, I heard a fantastic story once that when Casa Roma decided to change to a Mexican restaurant called Maracas they did it mainly because they realised they could reuse all the letters in their sign except the O: I so hope this is true.) But can there really be a god in heaven when the TGI Friday opposite has outlasted them all?
What’s behind these high-churn sites, I wonder? Is it bad judgment, bad luck or bad juju? Are they run by enthusiastic amateurs who bite off more than they can chew, or are some sites simply cursed – by lack of footfall, of parking or of access, or by the presence of better (or better-known) alternatives nearby? Or is it just that they haven’t found their forever home – or rather, their forever homeowner – yet? All that crossed my mind last weekend as I stepped through the front door of Madoo, ready for lunch.
By the standards of titans like the Aila’s or Cozze’s site, Madoo’s is only slightly hexed. It used to be a sandwich shop called It’s A Wrap which lived up to its name by closing, and then it was the ill-fated Project Pizza (pizza may be many things, but surely it should never be a project). But it’s been Madoo for a couple of years now, and it forms a Little Italy on Duke Street with delicatessen Mama’s Way opened just next door. And it has its fans – I’ve heard lots of good things about its toasted sandwiches and it even came up in conversation with my physio this week. “I love that place, it feels like being in Italy” he said. “I started going there in lockdown because it was one of the only places in the town centre that was open.”
Inside it was a lot more hospitable than you might think from trying to peer through the tinted windows. It probably seats just over a dozen people, some of them up at a bar that runs along one wall, but it had a nice feel to it. The chevrons on the floor, pallets fixed to the ceiling and lights attached to the pallets make it feel somewhat like a zone from the Crystal Maze that didn’t make the cut, but for all that I rather liked it. One other table was occupied when I turned up just after noon, but half an hour later the place was full.
You order up at the counter but along the walls are loads of tempting bits and bobs to take home – dried pasta, a small selection of cheese, sauces, biscuits and all manner of snacks. I know a few eyebrows were raised when Mama’s Way opened next door but they seem to have put some effort into not treading on one another’s toes – Madoo has the space, and sells coffee but no booze, and its neighbour is minuscule and sells booze but no coffee. Between them they make up one of Reading’s most fascinating gastronomic micro-climates.
Madoo’s menu is a symphony of toasted sandwiches. There are a couple of salads, if you want to eschew carbs, but really it’s just about picking your fillings. Some of the sandwiches are made up and behind the counter, ready to eat, or you can pick an option from the menu, or pretty much customise it however you like. But the majority of the sandwiches are variations on a classic theme – pick your meat, pick your cheese, pick your veg or salad and off you go. Everything sounds fantastic on paper and many of the ingredients here – mortadella, speck, scamorza, gorgonzola – are far more exciting than anything you’d get in another dreary soggy sandwich from Pret. It’s affordable, too, with nothing clocking in at more than a fiver.
The other main decision you have is all about the bread. The menu suggests the sandwiches all come in ciabatta (incidentally, did you know that ciabatta is a comparatively recent invention? Created in 1982 to protect Italy from the existential threat posed by the baguette apparently, my other half tells me). And Madoo’s recent social media posts suggest you can have puccia, a flattish Puglian bread, instead. But when I ordered at the counter I was given the choice between puccia and focaccio and, out of curiosity, I picked the latter.
While I waited for it to arrive, I made inroads into my latte. I’ve had coffee from Madoo once before and it was somewhere on the borderline between nothing to write home about and actively bad, so I was hugely relieved to find that either it’s improved or they were having an off day last time. It isn’t top tier, not up there with the likes of Workhouse, C.U.P. or Compound, but it’s probably comfortably in the pack with Shed and Picnic – and tellingly, it was better than the one I had recently at Raayo.
I’d chosen toasted sandwich number one, a classic combo of prosciutto, mozzarella, tapenade and rocket and it came to the table looking the part with a nice golden sheen and telltale lines from the grill. It didn’t look hugely like any focaccia I’ve had before, but that didn’t mean it wasn’t authentic: they vary widely by region and this was a long way from the oily, dimpled foccacia most people are used to. Instead it was flatter, denser and less airy – if anything, better suited to a sandwich. It was still oily, though: enough to soak through both napkins that had been put underneath it. Why do cafés still put napkins under the sandwich or cake? It’s an eternal, nearly-unsolvable mystery that not enough philosophers have tackled over the years.
There’s an art to toasted sandwiches, that fine balance of getting everything inside hot and/or melted, all those mingling flavours cross-pollinating without ending up with a charred exterior. Based on my sandwich Madoo hasn’t quite got the hang of that yet, because although the ingredients were unquestionably good, it hadn’t had long enough under the grill for the magic to happen. The mozzarella had begun to melt but not reached full glorious elasticity, and the prosciutto – again, good quality stuff – was too close to fridge-cold at the core. But the tapenade saved the day, uniting everything with that deep, pungent saltiness. It felt like there were a few intact olives in the mix, too.
Even with all that nit picking, it was a thoroughly enjoyable sandwich – and it reminded me of many happy lunches in the early Nineties from Parmenters, a sandwich shop in Oxford. This was back when the whole town was ciabatta crazy and you could get big pillowy sandwiches full of mozzarella, sundried tomato and pesto and eat them in quadrangles across the city (I didn’t realise, back then, that even the concept of ciabatta was barely ten years old). When I go back to Madoo, I have designs on something with scamorza, or speck, or pesto – or some arguably ill-advised combination of all three.
Because I’m greedy, and because I wanted to try out more of Madoo’s food, I’d also ordered two mini cannoli – one with chocolate, another with pistachio. Again, they were served on their own personal napkins but that aside they were a beautiful indulgence – both with nicely brittle shells and the kind of smooth, rich filling that lingers on the tastebuds for almost long enough. I ordered the chocolate one – because I’m basic like that, and that’s just what I do – but the pistachio was equally lovely if not more so. I don’t know whether Madoo makes them or buys them in, but given that they sell them for one pound twenty each I’m not going to complain if it’s the latter.
My whole lunch came to less than a tenner – and again, it’s instructive to think how little that would buy you eating in at Pret these days. And service was excellent – kind and friendly, even to a total newcomer. I felt very much the exception in that respect: I was struck by how nearly everybody else who came into Madoo that lunchtime had clearly been there before, probably had a regular order or a favourite sandwich. Two chaps came in, talking Italian, went up to the counter, got their espressos, downed them and left. A family came in towards the end of my lunch and their son was wearing a Bari shirt.
Every table was bright with chatter, and I possibly liked it even more because with some tables I couldn’t understand a word they were saying. It’s things like that which made me fall ever so slightly in love with Madoo and this tiny corner of Italia overseas. Because restaurants and cafés are about more than just the food, or the coffee. They’re also about the atmosphere, the little bubble they create and whether they make you want to be inside it. Madoo’s toasted sandwiches are definitely better than many of their competitors – not perfect, but not too far off it, and the ingredients they use are a cut above. But also I just loved sitting in a different part of Reading to my usual, to having a different type of coffee and sampling an entirely different flavour of people watching.
I can absolutely see why it’s always so full. And although I may not ever become a regular there – I have too many lunch places still on my list to review, it’s rather an occupational hazard – I’m certain they will see me again. It’s great to have another option, too, because some days Reading still seems a tad thin on good candidates for a quick, light lunch. And besides, I’m reliably informed that they do arancini every Friday – so if nothing else, I’ll have to drag myself away from my regular appointment with Blue Collar one week to try them out. Maybe this spot on Duke Street has found its forever homeowner, after all.
Madoo – 7.4
10-14 Duke Street, Reading, RG1 4RU