PICKS OF THE MONTH 6 MAY | JUNE 2013
SECOND LOCATIONS 9
EXPANDING THE BRAND 10
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FROM THE EDITOR
T E R I’S TAK E
CONTENT F E AT U R E 1 0 EXPANDING THE BRAND:
1 6 Middle Eastern Marries Modern at Zov’s
ADDING LOCATIONS
1 7 Farm Fresh Flavors Flourish at Paul
This issue focuses on local restaurateurs
Martin’s American Grill
who have succeeded in building more
brand. You will meet a remarkable group of restaurateurs, many of whom have already appeared on the pages of Great Taste. Each has succeeded in operating not just one successful location but two or more in this sometimes treacherous industry and economy. Most were started right here in Orange County and have grown locally but some have even grown into additional states. Some repeat a concept in various neighborhoods and cities, finding a receptive dining audience for their food and brand, while others have boldly branched out into new cuisines, Italian and Mexican, or types of locations, coffee shop and food truck. We tried to include all and apologize if we missed. Let us know; we’ll try to make it up to you. Some things you just don’t see when they’re right in front of your face. You’ll appreciate the insights, experiences and wisdom from these seasoned entrepreneurs and likely identify with many of the challenges they face. You’ll also find some helpful hints and inspiration as these entrepreneurs share their passion for their missions. You’ll see names you know and hopefully meet some new eateries you’d like to explore. Bon Appetit!
1 7 Lazy Dog Restaurant Keeps it Easy-Going
than one restaurant. They share hard-won victories.
and Enjoyable
1 8 Unwine-d with Classic California Cuisine
1 1 Red O: Mexican and Californian Style Cuisine
at The Winery
1 8 Out of the Kitchen and into the Pitfire
1 1 Burger Bonanza at Slater's 50/50 1 2 Michael’s on Naples and Michael’s Pizzeria: California says Buongiorno Napoli with Authentic Italian Cuisine
1 2 LUCCA and Provenance: The
INSIDE 5 BOOKS Restaurant For Sale: A Cautionary Tale
Mediterranean Meets Napa Valley
1 3 French-Infused Mexican Cuisine at Anepalco
1 3 Cha Cha’s Latin Kitchen and Brunos Trattoria: From Italy to Mexico in Seconds
1 4 Seafood with Regal Quality at King’s 1 4 Haven and Taco Asylum: Not Your Everyday Eats
1 5 Greenleaf Gourmet Chopshop Tosses it Up with Tasty Salads and Sandwiches
1 5 Crustacean Delights and Cold Brews Join
THE BIZ 9 OPERATIONS Second Location—Double the Success?
D E PA RT M E N T S 5 SPICE RACK 6 PRODUCE PICK OF THE MONTH 8 BAKING RACK 8 CHEESE PICK OF THE MONTH
Forces at TAPS and The Catch
1 6 The Waffle Takes Center Stage at Waff N Roll and Arthur’s Coffee Shop
MORE THAN CHEFS
W
e have taken a bit of a departure from our regular run of features and hope you’ll enjoy our exciting special issue focusing on expanding a
Content
Out of the kitchen and into the writer’s
For the continuation of these articles, recipes and more, visit www.great-taste.net
}
GABRIEL CALIENDO
KATIE AVERILL
Corporate Executive Chef
Chef/Proprietor
Lazy Dog Restaurant
Eat Street
chair, these talented chefs share their
expertise with us as
our Culinary Advisors.
and Bar
MAY | JUNE 2013 | great taste
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INSIDE
SINCE 2000
PUBLISHER/CHIEF EDITOR/PROPRIETOR Teri Williams
EDITORIAL Chief Editor Teri Williams Contributors Chef Katie Averill Chef Gabriel Caliendo Tiffany Haslacker Linda Mensinga Paula Votendahl
ART Art Direction/Design Lisa Brink lisa@designsmorgasbord.com
PHOTO Photography Editor Michael Rutt michaelrutt@earthlink.net
ADVERTISING Advertising Sales 714-960-0534
21851 Newland St #217 Huntington Beach, CA 92646 714-960-0534 fax 714-475-5869 teri@great-taste.net
BOOKS
BOOKS
estaurant for Sale: A Cautionary Tale gives advice to would-be restaurateurs based on author Dan Crisafulli’s experience of restaurant ownership. It differs from other how-to books in its conversational style filled with entertaining, even hilarious anecdotes. His love-hate view of the hospitality industry comes from owning six sit-down restaurants, three Taco Bells and two fast-food joints. His practical tips include a list of the essential parts of a business plan, partnerships, leases and landlords. After listing the ways Big Business hurts Mom & Pops, he warns, “Signing a lease sometimes is as serious as selling your soul to the Devil.” His words are not always politically correct but an honest look at the realities of operating a restaurant. The book will be re-published in the next couple of months newly entitled Would You Like That With a Side of Cyanide? To purchase this and other great titles, visit Great-Taste.net.
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www.great-taste.net | MAY | JUNE 2013
INSIDE
The Spice Rack by Chef Gabriel Caliendo
BASIL SEEDS IT’S SPRING IN SOCAL AND OVER THE
meaning they form a jell-like shell around each
WEEKEND I SPENT SOME MUCH NEEDED TIME
seed after being soaked in water. They can get up
hours the seeds are fully hydrated. All you need are
TENDING TO THE GARDEN. (I’m not just talking
to 10 times the size of the original tiny seed. In
spoons to taste and enjoy. The kids love it and
about this past winter, I’m about two years behind
Asian countries, the basil seed is often used in
we’ve spent two good hours of family time.
in outdoor maintenance.) As always, gardening is a
sweetened tea drinks or desserts. In European
To purchase edible basil seeds, search on line
great time to reflect on the past, evaluate the
countries, basil seeds are often bloomed in vinegar
for tukmaria or selasih seeds. They can also be
present and consider the future which can be as
and then used to make vinaigrette (think Caprese
found at your local Asian Market. Personally, I
large
as
salad with vine ripe tomatoes, sea salt, balsamic
allow some of my basil plants to mature to seed
commonplace as, “What is my next topic going to
reduction, extra virgin olive oil and a sprinkle of
each year and then simply harvest and store them
be for Great Taste magazine?” With several packets
vinegar bloomed basil seeds).
for either replanting or eating. Enjoy your time in
as
lifetime
changing
events
or
15 minutes, saturation is noticeable, but at 2
in hand of assorted basil seeds, I’ve made a choice.
One of my all time favorite things to do with
Basil seeds are obviously used to start basil
basil seeds is to give them to my kids with a cup of
plants, but can also be used for eating. So, how do
water, a spoon and a timer. I have them dump the
Chef Gabriel Caliendo is the VP of Food &
you eat them? Basil seeds are mucilaginous,
seeds into the cup of water and set the timer. After
Beverage and Principal of Lazy Dog Restaurant & Bar.
the garden this summer. I hope you experiment with basil seeds!
SOUTHERN CALIFORNIA
HELPING OUR CUSTOMERS SUCCEED Food Safety Variety Quality Cost Control
The Fresh Produce Specialists Call Toll-Free: 1-800-252-9165 www.FreshPoint.com www.TheProduceHunter.com 155 North Orange Avenue, City of Industry, CA 91744
MAY | JUNE 2013 | great taste
5
INSIDE
PRODUCE
PICK
OF THE MONTH
Photo by Anna Nguyen
FAVA BEANS A LESSER-KNOWN RELATIVE OF THE BEAN FAMILY, THE FAVA BEAN, is at peak season in May and June, though it can be found year-round. The fava is hailed for its creamy and buttery texture, as well as its distinctly sweet flavor. It is commonly seen in Mediterranean cuisine but has become an increasingly desired ingredient in the culinary world. Its inherent versatility allows its use in countless dishes, from a sophisticated fava and saffron risotto, to a lighter and sweeter variation of hummus, sans the garbanzo. Favas can be enjoyed with other spring vegetables including asparagus and English peas or eaten alone paired with a glass of Chianti. Sprinkle them whole over a summer salad, or throw them in the food processor with some of your favorite herbs for a smooth puree to spread over some lightly toasted artisan bread. Its simplicity and sweetness makes the fava a must-try for your next culinary venture. The produce hunter has developed close relationships with family farmers who are committed to sustainable agriculture, personable production, propagation
and
promotion
of
produce
www.theproducehunter.com.
6
www.great-taste.net | MAY | JUNE 2013
with
exceptional
flavor.
INSIDE
MAY | JUNE 2013 | great taste
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INSIDE
Cheese Pick of the Month
THE BAKING
RACK by Chef Katie Averill Katie@EatStreetCulinary.com www.eatstreetculinary.com
MINI DEEP FRYER MY CURRENT OBSESSION IS MY TABLETOP DEEP FRYER. I bought it out of necessity for a client who really wanted 5 Spice Doughnut holes at an event. They turned out wonderfully, but I shelved my deep fryer and forgot about it for a time. Recently, I had a Mediterranean themed cooking class and thought I could stuff, bread and deep fry olives. Oh the possibilities… Sausage Stuffed Kalamata Olives breaded with Panko came first and then progressed to Gorgonzola Stuffed Green Olives. The key is a Photo by Anna Nguyen
POINT REYES BLUE
hot fryer, 375 degrees for olives. My deep fryer was back in the forefront and I had a kid’s class to teach. We made old
BLUE CHEESE IS CONSIDERED A STANDOUT CHEESE FOR ITS BLUE FRECKLED SURFACE AND
fashioned glazed doughnuts. The kids couldn’t
SHARP BITE, but the Point Reyes Farmstead Cheese Company is making their variation something you
believe that they made “doughnut shop”
will not soon forget. The Point Reyes Blue is made from sweet and fresh cow’s milk, with a moderate
doughnuts with their very own hands.
to strong kick from the blue flavor and a natural rind. In addition to its unique taste and superb
Turn doughnuts into an adult treat and
reputation of quality, the Point Reyes blue is also conscious of the health and lifestyle of its consumers:
make beignets. I recommend filling the vanilla
it is Kosher certified, gluten-free, and even contains vegetarian rennet. It adds a hearty, salty flavor to
version with apples while the chocolate version
a number of dishes. It can be crumbled on top of a salad or infused into a sauce over steak. For a
works well with a pastry cream filling.
sweeter appetite, add the cheese to an assortment of figs, berries, and stone fruit drizzled with honey.
The beauty of my little deep fryer is that you
To offset its sharpness, pair with sweeter white wines like Viognier, or for a robust taste, enjoy with a
can change the oil after every use. It costs
glass of Cabernet Sauvignon.
around $80.00 for a higher end model! Don’t
For more information on Farmstead Cheeses, please contact your FreshPoint representative.
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www.great-taste.net | MAY | JUNE 2013
forget to dispose of your oil properly.
T H E B I Z : O P E R AT I O N S
Second Location — Double the Success? by Linda Mensinga
Bruxie in Brea
S
uccess in one location is no guarantee of success in another and finding just the right location is often a matter of timing. “We have always wanted to expand and when we saw this space available we thought to ourselves, ‘when else would we ever be able to open a restaurant a block and a half from the beach?’” says Brian McReynolds, co-owner of Eat Chow Now in Costa Mesa, and now, Newport Beach. A good neighborhood off the beaten path from a major road was a prerequisite for McReynolds’ second restaurant venture. “We have the original Eat Chow regulars who live in Newport Shores so we thought it would be a natural fit.” McReynolds describes the menu as all over the place but, “We call our cuisine New American.” In the case of Bruxie, whose first
location was in Orange, the developer of Brea Downtown approached them about expansion which led to the second location. “They presented a great opportunity for us to be involved with the redevelopment,” shares Dean Simon, managing partner. Recently, a fifth Bruxie featuring their signature waffles, was launched in Huntington Beach. “We feel our concept has broad appeal. We put a great deal of effort to keep true to the things that have driven our success—food quality, culture and vibe. Our menu development can be directly attributed to customer feedback, likes and tastes,” Simon comments. Surfas Restaurant Supply and Gourmet Food, a popular destination for foodies and professionals in Culver City, recently opened a second store in Costa Mesa’s SOCO. “We have many customers in Orange County and have been approached to open a store there many times,” says owner Diana Surfas. The choice of SOCO, South Coast Collection shopping mall, suited her with its tenant mix and lifestyle options. “Since we are not a traditional retail store, it fits our sense of the cutting edge food appeal.” Cucina Alessa opened its second location in Huntington Beach a year to the day after opening the first one in Newport Beach. “There was a wait at the original. A thousand people told me to open another one,” says chef/owner Alessandro Pirozzi. The location was available and he liked that it was six blocks from the beach. Pirozzi stuck to the coast to open a third named Alessa Laguna Beach and most recently opened a fourth, Mare Culinary Lounge, also in Laguna Beach. Although Pirozzi has
terminated his involvement with the Huntington Beach and Newport Beach locations, he still remembers those openings fondly. In most cases, second location size tends to be larger, allowing design improvements for operations, although the ambience and décor remain the same. A big change for Cucina Alessa was the addition of a full bar. It is a challenge for everyone to run two places at once. “It's like having two kids instead of one!” says Simon. “Surprisingly enough, the level at which our staff stepped up made it very easy to grow.” Simon, McReynolds, Surfas, and Pirozzi all credit their employees for making it possible. Simon suggests, “Prepare and develop a great team. Their experience and capabilities should be a determining factor on pace of growth.” “I found it hard to relinquish the day to day micro management stuff, but had to. I still keep the responsibility of giving my employees what they need to succeed—like making sure everything is working properly,” McReynolds says. Pirozzi finds it hard and admits, “I have a hundred things to relinquish that I still do myself.” He credits his background in multi-unit operations for his success in operating more than one location. Prepare and plan, empower and train staff, and expect it to be harder are the words of wisdom from these energetic and successful operators. Each is happy with business at the second location and looking forward to giving customers the very best dining experience.
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TRENDS
Expanding a Brand: Adding Locations
by Tiffany Haslacker
ESTABLISHING A RESTAURANT IN SOUTHERN CALIFORNIA MAY BE THE MAGIC INGREDIENT FOR SUCCESS. Whether through duplicating an original concept or opening new locations with different culinary approaches, many SoCal restaurateurs have stood the test of culinary fads, rough economic times and the universal struggle to operate and maintain successful restaurants. With established locations statewide reaching the double and triple digits, places like Fleming’s, Claim Jumper, Mimi’s Café and Wahoo’s have done so without breaking a sweat (or at least they make it seem as easy). Soon to join the ranks is Jimmy’s Famous American Tavern. While their first location opened in San Diego, a second is set to arrive at Dana Point in the near future. With this expansion can come the potential for greater prestige and a guarantee of even greater responsibility. For those who endeavor to grow their eateries, hours must be stretched, money methodically disbursed and quality remain impeccable. Not to mention the restaurateur must also acquire licenses, establish marketing strategies and make sure that patrons remain enthused by menu offerings. In short, restaurants in the twenty-first century have to work harder than ever to keep their entrées above water. So what’s the key to standing at the forefront of the restaurant revolution? We’ve scoped out the goods—the original SoCal restaurants that have been there, done that and have done it exceptionally well. We asked them questions about the types of research they conducted, location, their teams, the struggles that come with opening a new establishment and more. Whether you are looking to begin an enterprise that ranges statewide or establish multiple units locally, either endeavor is attainable. While more locations equate to exposing a greater segment of the population to your culinary goodness, places like Taco Rosa prove that sometimes having 2 locations in SoCal can be just as fulfilling as having 145 in 24 states. Check out the table below to see the stats of some successful restaurants that have made their start in our backyard; then read on to see what some of your favorite eateries have to say about their experiences. RESTAURANT
FOUNDER
YEAR FOUNDED
NUMBER OF LOCATIONS
Chronic Tacos
Daniel A. Biello and Randall L. Wyner
2001
33
NUMBER OF STATES 3
Claim Jumper
Craig Nickoloff
1977
38
7
Der Winerschnitzel
John N. Galardi
1951
301
11
Fleming’s Prime Steakhouse & Wine Bar
Paul Fleming and Bill Allen
1998
65
28
Hof’s Hut
Harold Hofman
1951
301
1
Kéan Coffee
Martin and Karen Diedrich
1941
2
1
Lazy Dog Cafe
Chris Simms
2003
11
1 24
Mimi’s Cafe
Arthur Simms
1978
145
Nick’s
Nick Nickoloff
2008
4
1
Ruby’s Diner
Doug Cavanaugh and Ralph Kosmides
1982
37
6
Salt Creek Grille
Tim McCune and Pete Truxaaw
1996
5
2
Sol Cocina
Matt Baumayr and Rich Howland
2009
2
1
Specialty Restaurant Corporation
David Tallichet
1958
22
6
Sundried Tomato
Robert Quest
2001
3
1
Taco Mesa
Ivan Calderon and Marco Calderone
1991
4
1
Taco Rosa
Ivan Calderon and Marco Calderone
2003
2
1
Wahoo’s Fish Tacos
Wing Lam, Ed Lee and Mingo Lee
2010
64
7
Wasa Sushi
Bronnie Lee
2011
3
1
Yard House
Steele Platt
1996
50
16
10
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TRENDS
RED O: MEXICAN AND CALIFORNIAN STYLE CUISINE “MANY OF OUR GUESTS COME FROM ORANGE COUNTY ON A REGULAR BASIS, MAKING US CONFIDENT THAT FINDING A LOCATION THERE MADE PERFECT SENSE,” says Red O Management about the Fashion Island Center location for the next Red O. The first location on Melrose in Los Angeles opened in 2010. The second is slated to begin in the fourth quarter of 2013 in Newport Beach. Created by Chef Rick Bayless, the menu consists of authentic Mexican and lighter “California-style” dishes inspired from regions throughout Mexico. He helped in the design of the kitchen and the hiring of the key kitchen personnel. Bayless continues to train the staff and visits Los Angeles frequently for tastings and events. On a regular basis, he also collaborates with the chefs and oversees the continuous evolution of the menu to ensure the quality of the food. The plan has always been to share the Red O experience by opening locations coast to coast, initially starting with a small number of restaurants in
Burger Bonanza at Slater's 50/50
California and then expanding into other parts of the country. The design in Newport Beach will incorporate their iconic tequila tunnel, a curved glass walkway lined with shelves of the spirit. Management hopes to create an experience as beautiful as the Melrose location while also introducing unique and special design elements for Newport Beach. These include an exhibition kitchen and capacity to host
SLATER’S 50/50, A BURGER AND BEER SPORTS BAR CONCEPT, SERVES BURGERS MADE OF 50%
large events. In addition they expect that, “The
GROUND BACON AND 50% GROUND BEEF. Owner Scott Slater opened the first location in Anaheim Hills
expanded lounge will create a vibe that will make you
in 2009 and two years later a second in Huntington Beach. “We wanted to grow the brand, but in a smart
feel as if you are on the Mexican Riviera.”
way, so selecting our locations carefully and thoughtfully is paramount,” he says. His team researches area demographics as well as doing a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, but followers on social media also have input. “Our fans are very vocal!” says Slater, “Regarding where they want to see the next location.” Currently operating five SoCal locations, a sixth Slater’s is set to open in Rancho Cucamonga in June. Slater makes certain that quality and guest service are never sacrificed for the sake of growth, that core executive leadership is in place, and that their marketing strategy is refined as they expand. “Customer feedback has always been a vital component of the success of the Slater’s brand,” Slater says, “We are very active on Yelp and respond to each and every comment—good or bad—and utilize the feedback we receive as a barometer of how well things are working operationally.” Every guest email also receives a reply. The restaurant group finds existing spaces instead of building from scratch. “We enjoy the uniqueness that brings to each of our restaurants. The last thing we ever want to be is a ‘typical chain’ that sets up the same box concept in every location.” For Slater, taking risk is part of the reward in being an entrepreneur. “I felt in my core that we had a solid concept that I believed 110% in, so there was no risk I wasn’t willing to take.”
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TRENDS
LUCCA and Provenance: The Mediterranean Meets Napa Valley IMAGINE OPENING YOUR FIRST SUNDAY BREAKFAST TO A CROWD OF 300 CUSTOMERS, A VENDETTA WITH YOUR DISHWASHERS AND A PATRON THAT DECIDED TO AIR OUT HER DIRTY LAUNDRY IN THE MIDDLE OF YOUR DINING ROOM. Cathy Pavlos did just that in 2005 when she opened LUCCA, a specialty shop, market, deli and Mediterranean themed restaurant. “When we opened LUCCA, I had no idea of the tremendous amount of time, energy and funding that would be required to open a restaurant and sustain it for the first year,” says Pavlos. Now that she is on the eve of opening her new concept, Provenance, in the fall of this year, Pavlos approaches the grand opening with patience and poise. “We don’t want to cut any corners,” she says. The introduction of Provenance will mark LUCCA’s eighth anniversary, providing Pavlos with an experienced history that will carry Provenance into a successful future. Along with having experience of both the ups and downs of the industry as Pavlos does, it is important to ensure that your first venture has established systems that will enable you to focus the majority of your well needed energy on your new endeavor. Because Provenance is slated to open in her own community, Pavlos was able to immerse herself elbow deep in first-hand research of the area. This enabled her to tailor the framework of Provenance to the desires and tastes of the location. In her words, the result will be a “Napa-esque” dining experience. When asked what risks Pavlos was willing to take when opening LUCCA, she offered up her sanity. In that case, she’s in the right business. All true devotees of the epicurean experience know that the best relief from the most trying days is good food, good drinks and good company. Provenance promises to supply all three.
CALIFORNIA SAYS BUONGIORNO NAPOLI WITH AUTHENTIC ITALIAN CUISINE BUILDING A SOLID TEAM OF TRAINERS WHO COULD PASS THEIR SKILLS ON TO EMPLOYEES WAS OF GREAT IMPORTANCE TO MICHAEL DENE AND HIS MANAGEMENT TEAM AT MICHAEL’S ON NAPLES AND MICHAEL’S PIZZERIA. This propensity for preparation placed both brands among the lucky few who didn’t suffer any major upsets during an opening. Dene’s first project, Michael’s on Naples, began serving up fine Italian in 2007. In 2010, Dene decided to make his desire for a restaurant that served true blue, paperthin Italian pizza a reality. From this came three Michael’s Pizzerias: Naples Island, Rancho Mirage and downtown Long Beach. The downtown Long Beach location is the newest addition to the green, white and red team, opening just recently in 2013. To build their brand in cohesion with the preferences of their customers, management hosted suggestion boxes that allowed customers to give input on elements such as décor, facilities and the menu. “The most responses received were that we needed an outdoor patio,” says Massimo Aronne, general manager. “We prefer to build from scratch because the model for each of our locations is unique,” explains Aronne. The need to conduct research varied for each location and was, in some cases, unnecessary. “Michael Dene has owned a house in Rancho Mirage for more than 30 years and saw the amazing potential at The River at Rancho Mirage,” Aronne adds, “For the downtown Long Beach location, we established a great relationship with Gabe (Gabriel Gordon) from Beachwood BBQ and he was the insider on the promenade expansion and the ambassador with the landlord.” To ensure an optimum potential for customer satisfaction, the menu at Michael’s Pizzeria was expanded with each successive opening. They pledge to serve pizza that tastes as if straight from the streets of Naples. With sauces, dough, and cheeses made from scratch daily, patrons can’t expect anything less than authenticity.
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TRENDS
CHA CHA’S LATIN KITCHEN AND BRUNOS TRATTORIA: FROM ITALY TO MEXICO IN SECONDS WHEN IT COMES TO BRUNOS TRATTORIA AND CHA CHA’S LATIN KITCHEN, OPPOSITES ATTRACT. Both restaurants were established by the same owners and grace the same street in downtown Brea. On an empty stomach, you can stop by 110 West Birch Street to enjoy shrimp ceviche at Cha Cha’s then make your way down to 210 West Birch Street for homemade gnocchi and fresh tomato sauce at Brunos. Owner/partner Don Myers says one of the challenges of having two different style restaurants is, “the inability to borrow food and beverage from each other.” This challenge pales in comparison to the benefits of having two establishments on the same street. “There are great opportunities for marketing, staffing and purchasing,” says Myers. Not to mention the fact that guests who have enjoyed their experience at Cha Cha’s view Brunos with an equal level of esteem. The concept for Brunos came from Myers’ partner, Peter Serantoni who spent time in Venice, Italy. When the space for Brunos presented itself, it was the perfect opportunity to create a place for the people of Brea to enjoy authentic Italian cuisine. To accomplish this, it was important to Myers and Serantoni that the space was rid of all traces of the former restaurant. The result is a “sexy, yet inviting, local neighborhood Italian trattoria.” While Cha Cha’s and Brunos retain unique identities, it is important that cohesion and organization remain between the partners and their team. “We have a conference call every Tuesday morning that lasts almost four hours to ensure that we are all on the same page,” says Myers, “We market harder than I have ever had to in over forty years in this business.” Myers and Serantoni are looking for opportunities to expand both Cha Cha’s and Brunos in south and central Orange County as well as on the coast. With specials nearly every day of the week and guests that consider the restaurants their own dining rooms, they look forward to entertaining the same, if not greater, success than that of the Birch Street locations.
French-Infused Mexican Cuisine “I’LL TRY ANYTHING ONCE,” IS NOT A MOTTO THAT ALL RESTAURANT PATRONS LIVE BY. “One of my biggest challenges will be to introduce our new customers to our food,” says Daniel Godinez of Anepalco’s Café. Godinez anticipates opening El Mercado, his new concept that will feature small plates from different regions of Mexico, in Santa Ana at the close of 2013. Through El Mercado, Godinez will strive to expose greater OC to the eclectic offerings of Mexican cuisine. He decided to open in Santa Ana to claim his stake in the local food revolution and feels that this can be achieved through his knack for presenting traditional south of the border cuisine in a gourmet manner. Godinez is most excited to relive the process of starting a menu from the ground up. The menus at Anepalco’s and El Mercado will differ in that Anepalco’s infuses elements of French cuisine into Mexican cuisine while El Mercado will focus solely on dishes rooted in Mexican tradition. Godinez constantly strives to attract new clientele but predicts a loyal following of patrons will support his team at El Mercado. Having prior restaurant experience will equip him with the know-how to tackle the unavoidable permits and legal ramifications that go hand in hand with opening a restaurant. “Every day we learned something new about management, legal issues, permits etc. It is going to be a little easier to handle those types of things,” Godinez reflects about the opening of Anepalco’s two locations. While Godinez is open to exposing his team to new ways of conducting business, he finds that their collective effort and methods at Anepalco’s are tried and true and is “really excited to exercise our philosophy at El Mercado.”
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TRENDS
SEAFOOD WITH REGAL QUALITY AT KING’S LOCATION, LOCATION, LOCATION. Picking the wrong location is the greatest pitfall that Sam King, President and CEO of King’s Seafood Company would avoid when opening a new location. In 1984 King’s Seafood graced the streets of downtown Long Beach with 555 East Steakhouse. Twenty-nine years later they are stronger than ever. They currently operate 17 locations with various cuisines throughout the Southland, including the notable King’s Fish House, which first welcomed guests as Pine Avenue Grill in 1988. Since the 80s, King’s Fish House has undergone various changes. From acquiring a new name with the addition of their King Crab Lounge, the evolution of King’s Fish House has proven to be valiant and profitable. With the knowledge garnered from each successive opening came the introduction of an improved menu. Their menu, which is printed daily, allows King’s to manage seasonal offerings and offer “the freshest seasonal product.” King’s Seafood has striven to “fill the needs of all guests through all restaurant segments — from fast
HAVEN AND TACO ASYLUM: NOT YOUR EVERYDAY EATS NOT MANY RESTAURANTS CAN SAY THAT THEIR OPENING WEEKEND WAS LUCKY ENOUGH TO SEE
casual to fine dining, from seafood to steak. Our team is constantly finding new ideas, new materials, and new techniques to improve upon the product, service and décor throughout our restaurants.” For King and his team, each opening is one of their greatest sources of pride and their riskiest
A CROWD OF OVER 500,000 PATRONS. Haven Gastropub, however, is among the elite, opening in
endeavor. “You never know whether or not guests
Orange during the Orange International Street Fair in September of 2009—a year that drew record
will walk through the door,” says King. “We
numbers to the fair.
eliminate as much risk as possible by providing
An expansion with taco asylum soon followed. “Our locations have come to us in weird ways,” says Executive Chef Greg Daniels, who constitutes one third of Haven Collective alongside Wil Dee and Ace Patel. In 2011, Haven Collective was approached by the CAMP in Costa Mesa and offered an existing space that was initially deemed as too small for taco asylum. Rather than obliterating any trace of the previous restaurant, the trio decided to center the design for taco asylum on the existing space, proving that expansion can sometimes come in the form of accommodation. While maximizing savings in the construction of a new restaurant is fundamental, Daniel’s warns that one must be conscientious that the decision to work around an existing space guarantees that “you also inherit all of the problems.” Haven Collective currently operates two Haven Gastropubs located in Orange and Pasadena and taco asylum in Costa Mesa. The Haven locations and taco asylum share a love for brews but differ in that taco asylum represents the intensification of a solitary culinary offering while Haven Gastropub offers a more extensive menu. Daniel’s finds that hiring staff that can successfully complement and enhance a restaurant is one of the most daunting aspects of being a restaurateur. Setting a high standard for training, being adamant about conscientious organization and understanding the necessity of solidifying an opening strategy have proven to be the cardinal components of success for Haven Collective.
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excellent service and a delicious product to each of our guests.”
TRENDS
Crustacean Delights and Cold Brews Join Forces at TAPS and The Catch “IT JUST HAPPENS SOMETIMES THAT SOMEONE KNOCKS ON YOUR DOOR AND SAYS, ‘HEY, WE THINK YOU'RE GREAT. Are you interested in another location?’" says TAPS owner Joe Manzella about the Corona location of TAPS Fish House & Brewery. Of course hard work and continual problem solving contribute to the success of their first, second and third restaurants. Manzella warns, “Get ready to get spread out and be turned upside down.” He found opening the second restaurant to be quite difficult, and warns that the original location often suffers. He recommends “having a team that can stand on their own when everyone turns their attention to the new location.” An eclectic mix of fresh seafood, steaks and house-brewed beers characterize the menu at TAPS Fish House & Brewery with locations in Brea and Corona. Manzella opened in Brea first in 1999, followed by The Catch in Anaheim which was purchased in 2000 and reopened in 2002. Regarding the menus Manzella says, “They are similar but have their own unique demands. What people in Brea will eat does not necessarily translate to Corona. We've learned over time to read guests and give them what they want.” As an active business on Facebook, guests are able to provide feedback and participate by naming dishes, giving brunch suggestions and offering recipes. “We give them gift cards as rewards,” Manzella says, “It's a lot of fun to interact with the people who are responsible for your livelihood.” Manzella learned other lessons with each opening, “We paid attention to design features that caused problems with the first location, especially the service stations. You've got to give your service staff the ability to be successful. We also changed small things behind our bars to help the bartenders with glass washing.” Brea was forced to open without a parking lot as the development was not fully completed. “We had to have 100% valet service parking BMWs and Lexuses on dirt,” he shares, “and then it rained in October through December and guests were just floored at how muddy their cars were. We just apologized and handed them a business card to call the city of Brea and ask where the parking lot was.” Manzella offers one final tip: “Get organized and systematized or else lose your mind and your bank account. This business just gets more and more challenging every year, especially in California.”
GREENLEAF GOURMET CHOPSHOP TOSSES IT UP WITH TASTY SALADS AND SANDWICHES
THE ORIGINAL GREENLEAF GOURMET CHOPSHOP OPENED IN BEVERLY HILLS IN 2008, FOLLOWED BY CENTURY CITY IN 2010 AND COSTA MESA IN 2012. The newest location is set to launch this summer at the South Coast Collection. Owner Jonathan Rollo did not rush to expand his chopped salad concept preferring to wait until he could be sure his freshness and quality standards were consistently maintained to find the perfect space. Rollo thoroughly researched before expansion by walking around the neighborhood and talking to potential customers. “It is a big deal for us to determine that we are going into the right areas, and that we have an environment where customers will appreciate what Greenleaf does,” Rollo says. During the building and remodeling he makes sure to be “physically in the space before and during construction.” Each restaurant has signature Greenleaf elements. “Each one definitely has its own look and feel, both in terms of the layout and décor,” Rollo says. Rollo and Executive Chef Kristi Ritchey travel constantly to each location, but have management teams in place at each. Lessons learned? “It will cost at least twice as much as what the contractor told you. And, opening each restaurant is like having more children, aka more work! Your team is everything,” Rollo stresses. Equally important for Rollo, “Customer feedback is crucial to us. We have lots of customer interaction regarding our restaurants.”
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TRENDS
THE WAFFLE TAKES CENTER STAGE AT WAFF N ROLL AND ARTHUR’S COFFEE SHOP “KNOWING AND ACCEPTING THAT MURPHY'S LAW GOES ON STEROIDS DURING RESTAURANT OPENINGS WAS INVALUABLE,” says Brian Fast when asked how prior experience aided him in opening Waff N Roll. The concept for Waff n Roll, a food truck specializing in both savory and sweet waffle sandwiches, sprung from Brian’s desire to capitalize
Middle Eastern Marries Modern at Zov’s
on the popularity of waffles. “1/8 of the world’s population eats some form of waffle product,” says Fast. It also allowed him to expose a greater segment of the population to the waffles served at his flagship restaurant, Arthur’s Coffee Shop in La Habra.
ZOV’S—SYNONYMOUS WITH HEAVEN FOR THOSE WHO DREAM OF INDULGING IN OLD WORLD
The Arthur’s Coffee Shop and Waff n Roll
CUISINE. Zov’s currently operates six locations, including a bistro and bakery, which specialize in the
websites display the quirky sense of humor that
marriage of Eastern Mediterranean to contemporary cuisine. At their two locations in the John Wayne Airport,
resonates among the staff at both establishments.
Zov’s faced the unique challenge of adjusting to the lack of time travelers have to eat. While remaining true
In conjunction with this lies Fast’s determination to
to the caliber of food offered at their full services restaurants, Zov’s needed to be able to “execute signature
produce food that patrons crave through “the
items in a timely manner” says Zov Karamardian, owner and chef.
pursuit of consistent execution.”
When preparing to grow their restaurant in a new space, Zov and her team placed equal importance on
Time is Fast’s arch nemesis when it comes to
site analysis and demographic research as they did on determining if their client base would support their
operating a full service restaurant and a food truck,
endeavor to expand.
but he finds that social media and marketing are his
“There is no substitute for experience,” Karamardian says when asked to give advice to those planning to
allies. Because Waff N Roll is a supercharged on
open a new location. In fact, the original Zov’s in Tustin was open for 20 years before Karamardian decided
the go extension of the waffle menu at Arthur’s
to expand in 2006. Her extensive experience aided her in the
Coffee Shop, Fast and his team are able to
record opening of the Irvine and Newport locations within
capitalize on maximum exposure.
eight months of each other and prepared her to adjust to the
While Arthur’s Coffee Shop has been serving up
unexpected circumstance that would follow. “We opened both
morning delights since 1984, Waff N Roll just
our Irvine and Newport locations with retail bakeries much
made its debut on the streets of La Habra in April.
like we have in Tustin. We did not even consider that they
Fast enjoys that he has been able to merge the
would not be a success. We were wrong! Within eight months
experiences he has garnered with the “new creative
of our openings we converted the bakery counters to full bars
juices” that opening a food truck fosters.
and they were smashing successes!”
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Fast considers Waff N Roll the culinary
To ensure that the Zov’s aesthetic translates to all six
equivalent to an indie band. Just as many indie
locations, Karamardian relies on a seasoned staff and the belief
bands dream of the big stage, Fast’s goal for Waff N
that “there will always be a customer that appreciates good food
Roll is to “perform on many stages. Make this
prepared with the freshest ingredients and made with care,” all
talented garage band a beloved headliner. Build a
qualities that have been integral factors to Zov’s success.
fan base.”
TRENDS “WE ACTIVELY GET FEEDBACK THROUGH SOCIAL MEDIA AND CUSTOMER EMAILS,” says Brian Bennett, co-founder of Paul Martin's American Grill, “We generally receive positive comments from customers about where we should open the next location.” The first location opened in 2007 in Roseville, just northeast of Sacramento. A year and four months later the second kicked off in El Segundo and a third in Irvine in 2011. “Currently four locations are operational and two more are scheduled to open this year,” Bennett says. The restaurant focuses on organic, local and seasonal food with the same menu at each restaurant. One change was made, however. “We trimmed the menu overall by the time we opened the second location. By then we knew what could be adjusted that would improve our operation and consequently, our service,” says Bennett.
Farm Fresh Flavors Flourish at Paul Martin’s American Grill
Consumer demographics, traffic patterns and annual community activities are studied carefully before each opening. When considering real estate, “Aside from looking at what's available, we pay attention to the size of the space—what we've found over the years is that an intimate dining experience works best for our needs.” In addition to financial risks in the opening of any restaurant, Bennett points out that, “There's also a significant time investment to get your staff trained and ready. Have the right people in place. It's really all about the people because you have to trust those who will help you manage when you're not around.” “Opening the second one is harder than the first,” Bennett says. With that warning, he advises patience, perseverance, a great product and putting people first. “Overall, expansion has had a very positive effect. Everybody is looking at opportunities to grow within the company. We're in a good place. We're very grateful to be in the growth phase.”
LAZY DOG RESTAURANT KEEPS IT EASY-GOING AND ENJOYABLE GUESTS FEEL COMFORTABLE AND RELAXED IN LAZY DOG RESTAURANT & BAR with its casual, fun vibe that’s kid and canine-friendly (dogs welcome on patio). Menus feature an eclectic mix of burgers, sandwiches, salads and entrees with beers available on tap. “Typically, we eat in the local restaurants and talk to as many people as possible who live in the area,” says CEO & Founder Chris Simms of Lazy Dog Restaurant & Bar about opening new locations. “While demographic statistics tell you part of the story, you really need to understand your future guests before you make the decision.” The first Lazy Dog opened in 2003 in the Huntington Beach area and the second opened three years later in Torrance. Their twelfth location launches in San Diego this June while a thirteenth is set to open in Concord (Northern California) this fall. Simms has been careful to grow slowly enough to ensure that, “The guest experience in each of our existing restaurants stays the same or gets better.” He and his team look for the right fit in the community and seek partnerships with new local vendors for each location. There’s a focus on customer feedback and social media with space on their website for comments. “We are fortunate to have guests who really care about the restaurant and that usually means they are very vocal when it comes to sharing their experiences and voicing their opinions. We want to give our guests a better experience and that means listening to everything they have to say and using that feedback to continue to refine our services and offerings,” Simms says. While every opening brings its own set of unexpected challenges, it was the opening of the second location that Simms recalls. “On the first day we were open in Torrance, our exhaust fan exploded up on the roof, sending metal shrapnel flying all over. It was rough day, but we took care of it.” Each location is built from scratch instead of taking over existing spaces to get exactly what they want. “We learn something new each time, and each community lends itself to new tweaks,” says Simms.
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TRENDS
OUT OF THE KITCHEN AND INTO THE PITFIRE CURRENTLY CONSISTING OF SEVEN LOCATIONS INCLUDING ONE IN COSTA MESA, PITFIRE ARTISAN PIZZA HAS PRODUCED RUSTIC, FIRESINGED PIZZAS SINCE 1997. After its first location opened in North Hollywood, the restaurant company looked for real estate opportunities. “We don’t take typical restaurant spaces. We just have to be ready to go when the spaces we want open up,” says Pitfire’s owner and founder Paul Hibler. “We look for the heart and soul of location, find the community and learn what they are all about,” Hibler says about each opening of a new Pitfire. In addition to demographic research, he says, “We have people getting to know our neighbors and visiting all the successful places in the area.” The menu is kept consistent from location to location, but other changes have been made with each new Pitfire. “The first one was handmade, aka designed and built ourselves,” Hibler explains, “With the second one, we worked with a restaurant architect, but realized that wasn’t for us. For our third location, we started working with cutting edge designers in order to bring out more of the unique Pitfire brand.” He builds from scratch whenever possible. Careful to stay true to his vision of handcrafted cuisine, the pace has not been rushed. “There is always the temptation to make it bigger, but that
Unwine-d with Classic California Cuisine at The Winery
doesn’t make it better in our case,” he says. Hibler believes opening the second location is the
A SECOND EDITION OF THE WINERY RESTAURANT & WINE BAR WILL BEGIN BUSINESS AT THE
hardest because the owner can’t be everywhere all
WATERFRONT LATER THIS YEAR IN NEWPORT BEACH, six years after the first at The District in Tustin that
the time. On his concern to maintain consistency
opened in 2007. Managing Partner JC Clow attributes the excited buzz and early anticipation to a strong
and quality, “We try to grow our staff and develop
brand identity and presence in the community.
management as we add more locations,” he says.
Clow and his team waited to find the perfect location with ongoing research and careful consideration of
And he personally involves himself in each operation
the properties that presented themselves. “Our first was a brand new location that we built from the ground
during the first few months of its opening.
up. The Newport location will be a total remodel going down to the slab. So we are basically building a brand
Even after several successful openings, the
new restaurant there as well,” Clow reports.
unexpected still occurs. A long delay took place
The first Winery opened with a costly challenge. “The delayed construction of the District pushed us back
before the Mar Vista location opened, greatly fueling
6 to 7 months past our projections,” Clow remembers. He and his team knew the risk involved in leaving
anticipation. The experience shows how even a good
secure corporate positions. “But once we did it, we never looked back!”
thing can become a challenge. “We started off so
His best advice for anyone considering a second location is, “Focus on growing great first, rather than just
busy and with large families and kids running
focusing on growing big. Also, if you are truly not passionate about the first one then don’t open a second.”
around. We didn’t know how to deal with it because
The core menu of contemporary California regional cuisine by Executive Chef Yvon Goetz will be the same.
it wasn’t something we had seen before,” Kibler
“There may be slight differences with specials based on the clients' preferences and chefs' whim. Our guests
admits. “It’s a whole different set of restaurant rules
are not shy about telling us their favorite items that they like to see on the menu!”
to take care of parents and children. Since then we have figured out how to make everyone happy.”
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Research and learning occur on a daily basis for Clow and his staff. He also stresses, “We never want to sacrifice the quality of our product and we never want to let the passion die!”
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