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LETTER FROM THE EDITOR

We started with a simple concept: produce a foodservice industry publication for Reinhart’s network of operators, providing expert insights to help their business flourish. With that, we launched Restaurant Inc. and six issues later, continue to define every page. But this magazine of culinary tales has a story of its own to tell. It’s one of evolution, driven by an unrelenting passion for our subject: food and the people who have dedicated their lives to setting and serving America’s table. With each issue, we’ve grown. Our size has swelled considerably, from an inaugural 92 pages to a contentbusting 108, and more to come. We’ve expanded our circle of influence exponentially, delivering our finely written and lushly photographed content to more than 100,000 readers of each print edition. We’re stronger in content, transforming from corporate billboard to a voice for the master shapers and crafters of our industry. While we may not have launched the latest trends, we just may have kickstarted a few that are now responsibly rebooting business as we know it. There’s Josh Tetrick, CEO of Hampton Creek, profiled last year, whose plant-based, planetsaving products are moving further into the mainstream each day. We recognized the taste of innovation when we sampled his eggless cookie dough, and couldn’t wait to share this Millennial genius’ message of change with our readers. We felt the same way about Feeding America’s CEO Bob Aiken, featured in these pages last Fall, and whose vision to nourish the nation’s hungry has inspired Reinhart to join forces with this exemplary

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organization. The technology that continues to propel our industry forward has also been a keen focus, and our 2013 look at Viableware’s payat-the-table solution for full-service restaurants proved prescient when the company was recognized as a finalist for the National Restaurant Association’s Operator Innovations Awards the next year. We’ve immersed ourselves completely in each community we visit, digging deep to find operator stories that illuminate the core of our business, be it a New Orleans restaurant owner whose fiercely loyal customers rescued him from a vortex of economic and natural storms, or a third-generation restaurateur in the heart of Appalachia who proudly carries on his family’s culinary legacy. In this issue, we bring you the dual delights of the Twin Cities, a wholly satisfying mash-up of classic American fare and multi-cultural immigrant roots. And we continue the journey in our next issue with a neighborhood crawl through one of the country’s finest dining cities—Chicago—sparked by an illuminating interview with Mayor Rahm Emanuel. Where we go next, literally and figuratively, will always be guided by our customers. Let us know what’s on your radar and we’ll dig into the story the only way we know how…with great passion and maximum impact for you.

Eric Cronert Editor-in-Chief

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TABLE OF CONTENTS 08 Trending Now 10 In Our Communities A Tale of Twin Cities! 28 Demographic Drilldown Dig In, Dine Out & Act Your Age EDITOR-IN-CHIEF Eric Cronert

34 Climb on the Brand Wagon

COPY EDITOR Dave Salvi

42 Food Fight! Pushing Latin Borders

ART DIRECTION & LEAD DESIGNER Jenn Bushman DESIGNER Drew Frigo PHOTOGRAPHERS Dan Coha &

Jenn Bushman

A Tour of Latino Cuisines South of the Border

ADVERTISING SALES Andrea Long

61 The Mighty Mushroom: Meaty and Magnificent

ADVERTISING INFORMATION: For rates/media kit, contact Andrea Long at along@rfsdelivers.com.

66 Food & Beverage Musically Inspired Cocktails

CONTRIBUTING EDITORS/WRITERS Min Casey, Mary Daggett,

70 Have Your Drink & Eat It, Too

Cassie Kerr, Mindy Kolof, Audarshia Townsend

74 Our Five Favorite Ingredients! Reinhart Foodservice, L.L.C. welcomes letters and comments. Mail should be directed to: Reinhart Foodservice, L.L.C., Attn: Marketing, 6250 N. River Road, Suite 9000, Rosemont, IL 60018 or magazine@rfsdelivers.com

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photo by Dan Coha

Cover Image | Dan Coha

ÂŠ2014 Reinhart Foodservice, L.L.C. All rights reserved. The trademarks depicted herein are trademarks (registered ISS U E 4 , 2 or 0 1otherwise) 4 R F S D of E Ltheir I V E respective R S . C O Mowners. 5

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TOC co n t in u e d 76 Fall Seasonals for the Menu 78 The New Jam Session: Freshly Blended Beats Locally Sourced Eats 82 To Train & to Serve 88 Secret Menus 91 Dress Code 94 Getting Down to the Dirty 96 Calendar of Events Upcoming 98 Sneak Peek Great Places in Chicago 99-101 Recipe Section 102 | 103 Operator Index | Ad Index 104 Commodities Tracking

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CONFIDENCE IN EVERY C AS E .

Fresh produce is the cornerstone of any good menu. Markon First Crop, Ready-Set-Serve, and Markon Essentials fruit and vegetable products give you the versatility to create colorful, ﬂavor-packed recipes. Crunchy, subtly sweet Ready-Set-Serve Cole Slaw is the perfect base for spicy shrimp and creamy guacamole. Be inspired at markon.com.

Join Markon’s online community today and enrich your knowledge and connections. Browse: markon.com Learn: mobile app Connect: social media ISSUE 4, 2014 RFSDELIVERS.COM 7

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T R E N D I N G

N O W

what’s trending now? What should you be looking at? Do these ideas fit your operation? Instead of trying to answer a bunch of rhetorical questions, check out Reinhart’s Trending Now topics as your guide. You will see what we’ve noticed in the foodservice industry. Keeping your finger on the pulse is the only way to know what your customers' hearts are beating for. Source: Mintel, Datessential, Packaged Facts 2014, IBIS World 7.14, UBS Report 6.14, Modern Farmer and Foodservice Director–Nancy Kruse, NRA.

Prickly pear cactus and chia seeds have the potential to be the next superfood ingredient, due to their rich nutrient content and healthgiving properties.

Ingredients popping up on the menu... Hollandaise: on 36% of fine dining menus vs. 13-14% of midscale and casual restaurants'.

Gluten-free: continues to dominate, with 61% more operators menuing a gluten-free item than a year ago; also kids’ glutenfree products are on the rise.

Exotic meats – including salumi’s take on charcuterie, and wild boar, especially gaining in fine dining restaurants.

Almonds as top choice for natural protein—raw, milks, nut butters.

Food trucks are predicted to grow 4.2% in number by 2019.

Harissa (Tunisian chili sauce): consumption is up 188% over four years ago and 54% over last year.

Heartier, highprotein bars, not just as snacks, but meal replacements. www.ambitiouskitchen.com

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Hot new products at Fancy Food Show centered around spicy flavors with more complex notes:

Midori green sriracha

Japanese spicy mayo

Peppadew, a peppery sweet fruit from South Africa Smoked okra made with Spanish paprika

Mushroom, garlic and scallion brie

Artisanal foods partner with music festivals, including Coachella in California, Outside Lands, Bonnaroo, Newport Folk Festival.

Butterâ&#x20AC;&#x2122;s on the rise, butchers are bouncing back, farmers markets continue to grow, microwave use flattens out.

University of Southern California becomes first university to have Burritobox, a burritodispensing machine, on campus.

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I INN OO UU RR C COOMMMMUUNNI IT TI IE ES S

A Tale of Twin Cities!

All Aboard to View a Masterpiece of Contrasts by Mary Daggett In our continuing exploration through Reinhart Country, we visited the Twin Cities environs in all of their fall splendor. As we watched the countryside pass by, it occurred to us that if Monet could’ve traveled with us by rail through Minnesota, he’d have had a field day. He’d need to mix 50 shades of green just to capture the lush, verdant landscape, and lots of blue hues for the abundance of lakes and rivers. As soon as he was confident that he’d captured the scene just right, he’d realize that all of the colors had changed to the reds, oranges and yellows of autumn. Whatever the season, Minneapolis and St. Paul would shine in the background, in this masterpiece.

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he Twin Cities are truly a study in contrasts. Minneapolis is the larger twin, with teeming masses of stylish professionals and tattooed

millennial hurrying past glass-fronted skyscrapers and refurbished brick warehouses downtown. The University of Minnesota campus pulses with youthful vigor. A brand-new football stadium is under construction that will house the beloved Vikings. Take the train to St. Paul, and you’ll notice that the imposing State Capital building and the Cathedral admonish folks to simmer down and behave themselves. Here, Victorian homes sit ever so properly on manicured lawns in sedate neighborhoods. Graceful. Peaceful. Separated at birth by the Mississippi River, the twins are definitely not identical, yet you wouldn’t want to explore one without the contrast of the other. Speaking of contrast, if this already amazing magazine had an audio tuner capability and you tuned to the Minnesota channel, you would hear a mix tape of loons calling from 10,000 lakes intermingled with a cacophony of traffic and construction noise—underscored with a symphony practicing “Autumn” from Vivaldi’s Four Seasons. Culture abounds. Music icons Bob Dylan and Prince hail from here. So do actresses Judy Garland and Winona Ryder. Also, literary giants F. Scott Fitzgerald and Sinclair Lewis, and Garrison Keillor with his “A Prairie Home Companion.” Nothing woebegone about the vibrant, colorful culinary landscape in the Twin Cities. Postrecession, all things food-wise are hip and happening hereabouts. Turn the page to explore what’s going on front and back with Twin Cities restaurateurs.

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OUR

COMMUNITIES

Bonfire

St. Paul, Minnesota

e disembarked in the tony Grand Avenue neighborhood in St. Paul – to explore Bonfire. Wood-fire cooking is the star of the show here, and at the six other locations scattered throughout the Twin Cities Metroplex. Bonfire in St. Paul is the most urban, and its enormous windows open onto the bustling street in warm weather. When there’s a chill in the air outside, you will find nothing of the sort inside. “We know that people everywhere have always been drawn to fire,” said Mitch Wachman, VP of Operations. “We offer a warm gathering spot where people can come together to dine communally.” Although this Bonfire location has seating capacity for 250, the atmosphere remains cozy.

The concept centers around an open wood-burning brick oven, where guests can watch chefs ply their art. Added allure comes from the huge stacked-stone fireplace.

Wachman was a football star in high school in Florida and as a Spartan at Michigan State, where he earned his hospitality degree. He is also a trained chef, and was a founding partner of both Champps® and Granite City. This guy has totally earned his chops. “We are selling high quality, made-from-scratch food and a comfortable, inviting ambiance. We want everyone who comes here to feel welcome.” The multi-faceted menu appeals to a broad spectrum – from Millennial to families to retirees who’ve lived in the neighborhood for decades. Kids eat free on Sundays. The little ones are invited to help make their own pizzas and sundaes. And everyone leaves with a lollipop.

Best-sellers are Bull Bites™ from the starters section, which are cast-iron seared, Cajun seasoned tenderloin tips; Pan-Fried Walleye (Bonfire is the No.1 Walleye procurer in the world); Rotisserie Chicken; Cedar-Planked Salmon; and the Shrimp Po-Boy. The menu changes twice a year, with tweaking done monthly when the menus are reprinted. Two baby grand pianos divide the bar from the main dining room. Every Friday night year-round, dueling pianists get the enthusiastic crowd singing, cheering and laughing. Ambiance, as noted, is crucial to guest satisfaction. They always deliver here. Fall and winter are the busiest seasons, and special events such as weddings, family celebrations and holiday parties are major profit builders.

Up Close and Personal We asked Wachman for his branding strategy. “We know that we have a winning concept, but we cannot just sit back and rest on our laurels. Our branding is ever-evolving. As trends change, so will our strategy. What will not change is our insistence on the highest quality ingredients. All aspects of the branding of Bonfire focus on fire and the welcoming portrayal of hearth and home. Even the napkins are orange to represent fire.”

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Images courtesy of Bonfire

1. Hand-Tossed Flatbreads Baked in Wood-Fired Oven 2. Exterior Bonfire, St. Paul. 3. Interior Bonfire, St. Paul 4. Cedar Planked Salmon

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COMMUNITIES

Hell’s Kitchen

™

Minneapolis, Minnesota

he delightful owners of Hell’s Kitchen in downtown Minneapolis don’t take themselves too seriously – but they are downright passionate about their “damn good food.” Founding partners and chefs Mitch Omer and Steve Meyer know their way around a successful kitchen – plus, they both married well. Omer’s wife is Cynthia Gerdes, the marketing guru of the group, and Kim Meyer is business manager. (Chef Omer presciently trademarked the Hell’s Kitchen name decades ago, long before Gordon Ramsay introduced his frenetic TV show.)

As you descend the stairs into this underground “funferno,” you’ll soon discover that Hell’s Kitchen exudes a deliciously serendipitous vibe underscored with cool culinary ingenuity. This combination has made it the most booked restaurant in the Midwest and one of the most booked in the whole wide world – with 75,000 reservations annually. Opened in 2002, the operation has gained momentum with each passing year. Breakfast, lunch and dinner are served daily, plus weekend brunch. There are 360 seats and capacity for 425. Chef Omer started cooking at age 19. He was totally inspired by legendary French chef Jacques Pepin, who taught him that cooking combines two of his favorite topics – art and science. Omer found his perfect professional soul mate in veteran Minneapolis chef Steve Meyer. These two captured lightning in a bottle in 2002, and nowadays need nearly 150 employees to help keep the gates of Hell’s Kitchen open. “All of us know that bringing Tony Perella into our partnership brought stability to our spontaneously crazy styles,” Cynthia Gerdes said. “He got things running like a well-oiled machine.” Perella is VP, part owner and godfather to the venue’s music program, which includes live dinnertime performances six nights a week, plus blues during weekend brunch. “We draw the younger crowd with late-night rockthe-walls entertainment till 2 a.m.,” Perella said.

The menu is American eclectic, with a true creative twist. Everything is homemade – right down to the ketchup, mustard and peanut butter – all for sale in the gift shop. “It takes three months just to cure our mustard,” Cynthia Gerdes said. “We serve only sustainably harvested seafood,” Perella added. “We’ve found wonderful locally sourced ingredients, including Amish eggs and bison from a nearby ranch. We feel that we are responsible ambassadors for good food.” One of the items that put Hell’s Kitchen on the map is their Lemon-Ricotta Hotcakes – sinful confections that practically float above the plate. The Juicy Lucifer burger has a surprise inside – a molten epicenter of cheese. The Walleye BLT stars a parmesan-crusted fillet, served on toasted sourdough with house-made lemon-scallion tartar sauce, thick-cut bacon, lettuce, and tomatoes. Omer and Meyer won a national contest with their sweet and spicy St. Louis Style BBQ Ribs. The menu also features Kangaroo Steak, a widely acclaimed meat that tastes similar to filet mignon yet is low in fat. The entire menu is available for takeout or delivery.

ANGEL FOOD FROM THE WOMEN UPSTAIRS Divine intervention and Cynthia Gerdes have placed a stairway to heaven leading up to Angel Food Bakery and Coffee Bar. Run by daughter and pastry chef Katy Gerdes, this has to be one of the coolest urban bakeries in the nation. Specializing in small-batch scratch baking, the operation provides fresh goodies for Hell’s Kitchen downstairs as well as an array of confectionery delectables for in-store counter dining or takeout, including cupcakes galore, pastries, cakes, cookies, trendy croissant-donut hybrids, classic and fancy donuts and the Katy Gerdes original Bourbon Whiskey Caramel Donut Bread Pudding Loaf. Wedding cakes are also a specialty.

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Up Close and Personal We asked Hell’s Kitchen Owner Cynthia Gerdes for her take on the Twin Cities culinary climate. “Business is booming here. We’re near the convention center, so 44 percent of our guests are from out of town. We know that the local hotels frequently recommend Hell’s Kitchen to their guests, which we really appreciate. There is so much to be proud of here in the Twin Cities in terms of innovation and food quality. There’s quite a proliferation of chef-owned restaurants, which raises the bar for everyone.”

Images courtesy of Hell's Kitchen

1. Chef/Owner Steve Meyer proudly serves his Huevos Rancheros 2. Live entertainment and an eclectic menu pack the house at Hell's Kitchen 3. Even Hell has a code of conduct 4. Entrance to Hell's Kitchen underground 5. Patrons are all smiles as they enjoy the convivial atmosphere

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Marx Fusion Bistro Stillwater, Minnesota

his stop on our culinary excursion is in Stillwater, where Main Street runs parallel with the gorgeous St. Croix River. The dining destination here for many wellheeled Twin Cities gourmets and local regulars is Marx Fusion Bistro. Chef/owner Mark Hanson initially left the state for greener pastures, but found out you can’t get much greener than Minnesota. After graduating from the Culinary Institute of America® in Hyde Park in 1982, Hanson spent five years maturing in the Virgin Islands, crafting his life-long love of fish and seafood creations.

He left the islands for Manhattan, where he cooked at the acclaimed “Maurice” and operated a restaurant called Off Broadway with a partner. “I came back to the Twin Cities in 1992,” Hanson said. By this time, he and his wife had two growing sons. “At first, I operated a B&B in a rustic old building in Stillwater. My kitchen was in the basement, and I could barely turn around.” In 2002, Marx Wine Bar & Grill was born on Main Street, which later morphed into Marx Fusion Bistro, with double the space. Mark brings his sophistication and practiced artistry to Marx, with a mix of Asian, Caribbean, Italian and American – whatever fusion strikes his fancy. “I’m always excited to procure morels, wild ramps, rhubarb and sweet corn,” Hanson said. He places heavy focus on fish and seafood, featuring a different special each night. “I train my staff well, so that they can accurately describe each dish we feature,” said Hanson. “Thirty to 40 percent of guests order the nightly special. I might do a Grilled Ahi with Scallop and Shrimp Ceviche, Caribbean Lemongrass, Sweet Potato and Ginger Garlic Sauce over Herbed

Basmati Rice. I like to feature a Surf, Turf & Surf – which might be a Petite Filet with Foie Gras and Bordelaise alongside Pan Seared Grouper with Basil Almond Sauce and a Blackened Whitefish with Watermelon Salsa and Spicy Citrus Glaze." Marx entices potential guests with some extracurriculars at the restaurant. Wine dinners sell out quickly, but Hanson gets so immersed in daily operations that he neglects to plan them as often as he’d like. Live music fills the air Tuesday nights – a mix of acoustic and electric, blues and rock. That sort of ambiance adds to the mystique of the entire restaurant. Marx has 85 seats—and 45 more on the tree-shaded patio out back—and is open for dinner seven nights a week. Lunch is served Monday through Saturday.

Up Close and Personal What’s the best critique Chef Hanson has ever heard from a guest? “That just might be the best meal I’ve ever had. I can’t wait to come back.” What’s his cooking philosophy? “If you start with fantastic ingredients, let them shine on their own. Otherwise, the food gets lost in translation. I don’t serve bland food, just food you will remember.”

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Images courtesy of Marx Fusion Bistro Facebook

1. Tempura Walleye Tacos 2. Autumn-esque Beverage: Maple syrup, cinnamon, honey, orange, whiskey and a fennel sprig 3. Exterior 4. Sesame Tuna

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COMMUNITIES

Ike’s Food & Cocktails Minneapolis, Minnesota

lide into one of the booths at Ike’s Food & Cocktails in downtown Minneapolis, and you would swear you’d been time-warped back to the '40s. Yet Ike’s is a mere 11 years old. This hotspot proves the adage that “everything old is new again.” You’d expect to see Frank Sinatra alone, smoking at the enormous four-sided mahogany bar that takes center stage. Instead, it’s usually three-deep in young professionals, mostly lawyers from the downtown firms. There is a photo of Sinatra on the wall, however, just to remind everyone that the Chairman is watching. “The original owner designed Ike’s as an homage to his father, a man named Ike Isaacson, and the so-called ‘Greatest Generation’ in which he grew up,” said Executive Chef Andy Shrader, who is just 30 years old. “There are a lot of references here to President ‘Ike’ Eisenhower as well. His campaign slogan was ‘I like Ike.’ Ours is ‘I like Ike’s’.” The young professionals who frequent Ike’s get a history lesson as well as a great meal and their favorite libation. “Every morning, we roast a fresh turkey and overnight we slow-cook an Angus beef roast. Our carving chef piles these meats high with the requisite bread and accompaniments. These two items plus our burgers are the big sellers for business lunches.” A chef has to know his clientele to remain relevant, and Shrader has done his homework. “Most people come here again and again for our outstanding burgers, so naturally, we pay special attention

10-ounce blend of ground Angus sirloin and prime rib on a toasted onion bun with Widmer’s four-year-old Wisconsin Cheddar, sautéed mushrooms and onions.” Another topranked item is Andy’s Kitchen Burger — ground Angus with melted blue cheese, spicy onion straws, smoked bacon, lettuce, tomato, onion and hot pink mayo. The hand-crafted Weekender™ Bloody Mary gets a lot of play at brunch on Saturday and Sunday, with its obligatory beer-snit chaser. Trendy small plates for sharing at dinner feature Lobster Corn Dogs, Barbeque Chicken Flatbread, Chesapeake Bay Crab Cakes, Fish Tacos with Blackened Mahi Mahi, Spicy Fried Calamari and more. Big plates include Roasted Salmon, Parmesan Cracker Crusted Walleye, steaks cut by Shrader himself and House Smoked Baby Back Ribs. Ike’s is owned today by Gene Winstead, who also happens to be the Mayor of Bloomington, Minnesota. “He’s a great boss, and treats his employees really well,” Shrader said. Shrader, an avid fly fisherman, duck hunter and dad to an 11-year-old daughter and two little boys (ages three and five), knows the importance of relaxation and being able to spend time with his family. “I interned here at age 18 after attending Johnson & Wales in Denver, and came back as executive chef at 22. It’s a great place to demonstrate my creativity.”

to this menu staple. I sell 1,100 burgers every week. Our best-seller is the Roadhouse Steak Burger, which is a

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Up Close and Personal We asked Chef Shrader what Minnesota means to him. He didn’t hesitate for a moment. “To me, Minnesota means being at peace with my world. I love what I do, and I am proud of Ike’s. I am close to the source of my food products. I am very comfortable in my surroundings. There’s not a lot of pretense here. If you’re honest and straightforward, people accept you for who you are and what you have going on in your life.”

Images courtesy of Ike's Food & Cocktails

1. Ike's Food & Cocktails, where young professionals meet "old-school" 2. What's your favorite burger? 3. They're three-deep at Ike's bar during happy hour 4. The Weekender Bloody Mary is served with a beer snit

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Lone Oak Grill Eagan, Minnesota

oel Lehman decided to open Lone Oak Grill on Halloween, 2011. He’d owned the building for years, during which it housed two predecessors, including a Cracker Barrel. Lehman knew that the location was perfect — just off a major highway and smack dab in the middle of a mix of business parks, light industrial and residential. “My wife will attest to the fact that I had many sleepless nights as we refurbished the entire space, inside and out,” Lehman said. “I knew that I needed to make dramatic changes, that I would serve fantastic food and provide a fun atmosphere to bring guests back again and again.” Lehman had his Lone Oak Grill, named for the street it lives on — up and running by August of 2012.

Fast forward to 2014, and there’s nothing lonely about Lone Oak Grill. “We do two turns of our 247 seats every day, just at lunch,” said General Manager Shawn Murray. “We’re at full capacity.” This is quite an accomplishment, especially since Lone Oak Grill just celebrated its two-year anniversary.

Any chef would drool over the kitchen, which is cavernous and beautifully equipped. The pride of the kitchen is its Southern Pride smoker. This baby gives the menu its outstanding edge. Ribs, briskets, pork, steaks, chicken, prime rib, even blue cheese (to make salad dressing) get special treatment and acquire the unique flavor only smoking can achieve. The smoked baby back ribs (all you can eat) are hands-down the best seller.

Jennifer Sandberg recently signed on as chef, after studying at Cordon Bleu and working as sous chef at St. Paul’s Forepaughs. “I’m developing our fall menu right now [August], including a corn soup and three-cheese stuffed jalapeño. Our smoked meats always remain, of course, but lots of people come here every day for lunch, so we want to freshen up the menu from time to time for that reason alone." Lehman, Murray and Sandberg then started talking all at once about future plans: “Our opportunities are endless here.” “We want to ramp up the off-site catering business.” “Beer geeks are always looking for something new, so we plan more beer-tastings and pairings.” Their excitement and passion for this place are undeniable. Outside, guests enjoy the fire pit, two bocce pits, six bag-toss boards and an al fresco dining area. Indoors, the fun-for-all atmosphere features a huge fireplace, electronic games, pull-tab bingo and giant-screen TVs. The bandstand rocks with live music six nights a week – Friday karaoke, live DJ on Saturday and a Blues Brunch on Sunday. “I am so grateful for our success,” Lehman said. “Part of it is this great location, coupled with the complete overhaul we gave the building and grounds. I think it’s also the fun atmosphere. The two elements that really make this place outstanding in my opinion are the outstanding staff and the food. Also, I really don’t think we’d have been this successful without Reinhart’s partnership.”

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Images courtesy of Lone Oak Grill

1. Fish Tacos are a popular appetizer 2. The best-seller is Smoked Baby Back Ribs 3. BBQ Brisket Sandwich, fresh from the Southern Pride smoker 4. Can't go without some comfort food, macaroni and cheese!

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OUR

COMMUNITIES

Colossal Cafe St. Paul, Minnesota

merican scratch cooking is alive and well here, a mom-and-pop-and-daughter operation in the hip and happening St. Anthony Park neighborhood of St. Paul. John and Carrie Tinucci bought the first Colossal Café in 2010 in Minneapolis, where they still serve breakfast and lunch only. Daughter Elizabeth earned a bachelor’s degree in political science, worked in project management for a while, then decided she wanted to follow in her family’s footsteps in the restaurant business. She earned a culinary degree at St. Paul College, and worked as a line cook at Broder’s Pasta Bar while searching for the perfect spot to open the second Colossal Café with her father.

John Tinucci was already a 40-year veteran of the industry when he purchased Colossal Cafe #2. His parents founded Tinucci’s Italian Restaurant in Newport, Minnesota, in 1958. Two of his brothers still run that operation. Together, John and Elizabeth renovated a former doctor’s office, and the second Colossal Café was born in St. Paul – this one serving breakfast, lunch, and dinner. It opened in December 2011, and twice already has garnered the “Best Neighborhood Café in St. Paul” award. The Café can seat 50 inside and another 16 outside. Snug, but a true neighborhood locale.

“The neighborhood welcomed us from the very

beginning,” Elizabeth Tinucci said. “We’re just four blocks from the University of Minnesota-St. Paul campus. There are lots of professionals living around us, as well as a concentration of other businesses, shops and a library on our street. Our regulars include

young families as well as older retired people. The goal here is to make the entire experience comfortable and satisfying for everyone. Of course good, made-fromscratch food comes first,” she said. Along with Executive Chef Andy Lilja, the Tinuccis change the menu whenever it feels right, which usually means about four times a year. At breakfast, most guests order one of the homemade biscuit sandwiches. Flappers, yeast-baked pancakes available all day long, are the specialty of the house. The lunch sandwiches sound like nirvana: the Veggie Melt marries roasted red peppers, marinated eggplant, fresh mozzarella, garlic aioli and arugula on house-made ciabatta buns; and the Marinated Pork Loin is blessed with rosemary, garlic, lemon, white wine, olive oil, Dijon mustard, oregano and pepper, served with greens and rosemary aioli on homemade ciabatta. This sandwich received the stamp of approval from Guy Fieri on "Diners, Drive-Ins & Dives". The Spinach Salad with Warm Bacon Dressing gets the Colossal treatment with a poached egg on top. At dinner, the Shrimp Tacos rule, with red cabbage-fennel slaw, cilantro-lime crema, grilled jalapeno, avocado and tomatoes. Other comforting entrees are Smoked Pork Spare Ribs, Grilled Amish Half Chicken, Pork Porterhouse and Seasonal Risotto. The biggest day of the year is Thanksgiving, when the Colossal Café offers carryout turkey dinners with all the trimmings, including freshly baked bread. Last year, they sold 50 dinners.

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Up Close and Personal We asked Elizabeth Tinucci, “Why the restaurant industry?” “Well, after working in the business world for a while, I started to feel this pull. It stems from watching my dad and his family working in my grandparents’ restaurant all of those formative years. I feel comfortable here. I’ve really enjoyed learning the ropes of the industry, and watching St. Paul come to life in the last year has been exciting. All of the restaurants and chefs support each other in sourcing different ingredients. Images courtesy of Colossal Café

1. Busywork in the kitchen 2. Elizabeth Tinucci and father John, owners of Colossal Café 3. Guests linger in the fall sunshine 4. The second Colossal Café has become a welcoming beacon in the St. Anthony Park neighborhood

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OUR

COMMUNITIES

Pizza Luce

Various Locations - Minnesota

sk anyone on the streets of the Twin Cities who makes the best pizza, and chances are excellent that the answer will be “Pizza Luce.” To garner this enviable position was no snap, however. Pizza Luce’s founder, Joe Baier, began his foodservice career delivering pizzas. He was struck by the fact that so many people love pizza — no matter the time of day — so he figured that a person could make a lot of money if they worked hard and had a good product. In 1993, he entered the pizza business with a quick serve and delivery operation in a space the size of a closet in the downtown Minneapolis warehouse district. In Italian, the word ‘Luce’ means light and sunshine, but there were some dark days in the beginning. Baier persevered, however, and built the base little by little. He even took a full-time job at the Ford Motor Company, and poured his salary back into the pizza business. In year six, Baier added a second restaurant in a hip and happening uptown neighborhood on Lindale. Today, the company is a booming enterprise with seven stores and 620 employees — and plans for further expansion in Roseville, Minnesota in 2015. J.J. Haywood and Laura Hansen became Pizza Luce managing partners in early 2000 — CEO and COO respectively. These women have really rocked the Pizza Luce world! Hansen started working at the pizza chain in 1993 as a prep cook. She is now responsible for Pizza Luce’s menu development, and she takes this responsibility seriously. It’s obvious that both Hansen and Haywood are all about caring for their customers’ preferences.

When planning the menu, they take into consideration those with food allergies and celiac disease. Items such as tofu and “mock duck” — pressed wheat gluten — provide vegans with a protein-rich meat substitute. The menu is user-friendly, with “vegan,” “gluten-free,” “contains nuts” and “contains gluten” offerings clearly marked. There are plenty of tried-and-true items that round out the selection. Their best-selling pie is Pizza Athena – a pie fit for a goddess, with fresh spinach, tomato, feta cheese, kalamata olives, artichoke hearts, red onions, oregano, toasted garlic, light mozzarella and Bianca sauce (olive oil, garlic, herbs and spices), atop a hand-tossed whole grain crust. Guests can build their own pizza, with over 50 topping choices at their fingertips. Salads, pastas, hoagies and an array of homemade desserts offer lots of menu options beyond the award-winning pizza. Izzy’s ice cream, a local sweet sensation, is offered in-store and in pints for delivery. This past August, thousands of Twin Cities residents turned out for the 11th Annual Pizza Luce Block Party, which occurred in the downtown Minneapolis warehouse district. The event featured 10 bands and complimentary food from noon to 10 p.m. Admission was free. “This is our way of saying ‘thank you’ to our customers,” said Haywood. “We want to give back to the community that has shown us so much loyalty.” And what became of founder Joe Baier? He still answers phones and comes in every day, ironically, for a turkey sandwich. That must be one great turkey sandwich!

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Up Close and Personal We asked Pizza Luce COO Laura Hansen to describe her menu methodology. â&#x20AC;&#x153;We solicit new ideas from all of our employees. I develop recipes from these ideas. Our Culinary Council, which is comprised of a dozen people from across the enterprise, serves as a sort of focus group. After trying each new recipe, we use a grading system to determine which ones have the most merit.â&#x20AC;?

Images courtesy of Pizza Luce

1. Pizza Luce's Blue Dog Pizza 2. Downtown Minneapolis location 3. Although Pizza Luce is known for innovative and award-winning pizzas, they also serve a wide variety of hoagies, pasta, appetizers and desserts; pictured here is their Wild Mushroom Benedict 4. Duluth location

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COMMUNITIES

T.J. Hooligan’s Pub & Grub Prior Lake, Minnesota

ravel about a half-hour south of the Twin Cities, and you forget all about the urban congestion and noise. We’re heading into Prior Lake, a small town on a lovely little body of water surrounded by bucolic serenity—and lots of horses grazing. Dave Carlson has owned T.J. Hooligan’s for 29 years. “Prior Lake is a small, hard-working, family oriented town. I have always known that our niche has to be family dining and large portions—nothing too fancy will work here.” Speaking of large portions, T.J.’s Belly Buster is a fullpound ground sirloin patty topped with cheese, bacon, lettuce, tomatoes and mayo. The Fresh Tex-Mex section of the menu gets a lot of play from the Insane Burrito and the Chimichanga. Both can be ordered with beef, chicken or shredded pork. Dinner entrées run to steaks and shrimp, Prime Rib on Friday and Saturday nights, and the specialty of the house, Almond-Crusted Walleye, which seems to be the favorite fish species of the Twin Cities. T.J. Hooligan’s hand-tossed pizza has been voted Best Pizza in Town for years. They serve breakfast on Saturday and Sunday, and lunch and dinner seven days a week. Once you’ve perused the menu, there are cool things that catch your eye in every direction. Memorabilia hangs from the rafters and off the walls that would make the “America’s Pickers” boys green with envy. Bicycles,

tricycles, scooters, little boy toy-sized fire trucks and pedal cars, motorcycle posters and lots of other nostalgia from days gone by. “My partner and I used to own an auto body shop,” Carlson said. “I’ve always collected car and motorcycle memorabilia. You ought to see my basement and garage.” Everybody loves to walk around the tables in the dining room, which seats 140, to check out the fun toys for all ages to enjoy, and stop for a snack from the popcorn machine. There seems to be a lot of shenanigans at Hooligan’s. Even Elvis is in the building. A life-size statue of the King stands at the microphone on the bandstand, just waiting to relinquish it to the amateurs for Friday and Saturday night karaoke. n

Up Close and Personal We asked Dave Carlson to tell us what’s hot and what’s not in his neck of the woods. “There are several rustic cowboy concepts out our way that are doing really well. We’ll see how long that lasts. The foodservice industry is like no other. [T.J.'s] motto is ‘Where good food, fun and friends come together.’ I think we’ve achieved that.”

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NOW SERVING: The Latin flavors your customers crave.

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by Mindy Kolof

hat’s the key attribute that is an infallible barometer for a restaurant’s success? Fresh, organic, local, customized? Or maybe it’s healthy, smaller, life-enhancing, value-priced? Or forget all that, it’s just about super quick, friendly service. As the generational waves start to crest at your restaurant door, the only way to stay afloat is to feed your demographic wisely by anticipating their habits, respecting their preferences, and looking out for the game changers. We’ve polled the industry’s best pollers to develop this field guide to the new ages of dining, from the outer edges of Generation Z through the gracefully aging Boomers. (Full disclosure: this is written by a Boomer peacefully co-existing with a Millennial and a rising Z whose collective penchant for Chipotle at any time of day and sriracha sauce on every morsel of food has turned us into a house of heat seekers.)

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Boomers

: Conservative eating with a huge scoop of wellness

Numbering 76 million strong, and accounting for 44% of households with annual incomes over $75K, Boomers are still a force to be reckoned with—and served with care. They’re allotting large portions of their significant discretionary income to eating out, more frequently than ever.

The main attraction: Dietary choices that can prevent, delay or treat chronic health conditions. Whole grains, protein, calcium, and foods low in saturated fat, cholesterol and sodium will become increasingly important, less driven by the latest fad.¹ They have needs around health, but it's more about fresh, healthy ingredients to meet specific dietary needs.²

Location spotting: Traditional dining venues geared toward more established restaurant concepts, and local, independent restaurants. Fast casual rates much lower with this group, as do coffee shops.²

Feeding time: Lunch is the favored meal away from home, but they do like to snack, especially after dinner. Compared to Millennials, they choose from a smaller group of favorite snacks, and consider value, freshness and "inexpensive" as most important.4

Value share: Boomers put service and reputation at the top. Compared to the younger generations, they are the most conservative eaters, unlikely to have sampled molecular gastronomy or up-and-coming world cuisines like Ethiopian and Peruvian, but they have a broader eating comfort zone than their parents and grandparents. Boomers comprised of 1) "quality essentialists," who seek a certain level of quality but are not expecting the best of the best, and 2) basic eaters, who are dispassionate about food and focus on value and convenience (15%).³ They don’t feel the need to branch out and try new things, they know what they like and know what they want, and don't care much about exploring. For them, it’s about the service and the ambiance, the interaction with servers is also very important. ²

Often overlooked because of its smaller numbers (45 million), Gen X has taken on the identity of the older Millennials just behind them. Established in their careers, with more money to spend than workforce newbies, but frequently with additional mouths to feed, Gen X is fully invested in the quality of the food being served. Like older Millennials, they’re less likely to be seeking the latest, crazy experience sought by younger Millennials and Zs, but they’re passionate about what they’re dining on.

Sources: 1. NPD 2. Technomic 3. Datessentials 4. YPulse.org 5. US Potato Board

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The main attraction: Foods with a "health halo," such as organic or locally sourced—it’s not about the low sodium or low fat for them. Visuals are all important; high quality, well curated photos highlighting menu items are devoured by Xers and older Millennials.³

Location spotting: They prefer convenient locations for dining out, with ambiance and décor that appeal to the whole family and, similar to older Millennials, they're willing to try a wide variety of places. With kids in the house, they’re also among the heaviest users of fast food and likely to use delivery services.²

Value share: Progressive eaters, Gen Xers are passionate about both food and health and very willing to try trending flavors and ethnic foods. The availability of sustainable foods plays a big role in influencing their restaurant choice. The premium aspect of food is important, but value weighs in, too—family meal packages would be appreciated by this group. An understanding of their constant balancing act of work and family life resonates with Xers.²

All eyes are fixed on the 80 million-plus Millennials, who literally hold the future of foodservice on their smart phones. They’re the current reigning kings of dining out, and their purchasing power, already substantial at $430 billion in discretionary spending in 2013 (Boston Consulting Group), is expected to soar in the next decade.

The main attraction: The whole experience, preferably an entire package of new experiences that is technology based, community oriented and flavor filled. This group cares more about ambiance and social environment than any other, and consider themselves adventurous, trendy, progressive eaters—a full 40% will order something different every time they visit a restaurant. Millennials are the spark behind organic, whole, vegetarian, nose-to-tail and sustainable dining, and the heat seekers who made a worldwide star of sriracha sauce (famous for all-fresh chilies and no advertising). Younger Millennials in particular see themselves as adventurous diners, only needing to see photos (high quality not necessary) of every item on the menu before they order. The adventure extends to ethnic mash-ups, combining authentic elements of two or more cuisines in an accessible format.³,5

Location spotting: Millennials are a social set who like dining communally, even years away from the college setting. It’s one reason fast casual has risen with the Millennial group and became the top choice for social gatherings and quick, easy meals. While major fast-food players like McDonald’s and Subway are still in the mix, Millennials have also brewed up the coffee shop revolution—heavy on the Fair Trade java and convivial atmosphere.²

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Feeding time: Throughout the day, usually about four smaller meals at non-traditional times, although lunch is still the most frequent option for dining out. 5 They love to snack, and are more likely to consider branded foods and beverage than Boomers; they also give high marks for value, freshness and to-go convenience.4

Connect by: Smartphone (78% own them) and through apps (45% use them to choose where to go and what to order). They’ll stay connected through online coupons, discounts, loyalty and reward programs if they take a shine to your brand, and more importantly if their friends do—68% ask friends for a recommendation before selecting a restaurant.3,5

Value share: Their commitment to ethically sourced (cage-free organic, antibiotic free) foods runs deep—a full 80% want to know more about how their food is grown. They care about sustainability and social responsibility, and are more willing to pay a premium for it than either Boomers or Gen Xers. Their expectations are high; for them, food is not just about nutrition, it’s entertainment and self-expression, and should be convenient, fast and affordable, but healthy and high quality. Millennials want to connect and be active participants in a brand story they trust in, with products they believe help make the world a better place, and drive others into their circle of influence with their passion.2,3

These under-21s have never been without a smartphone, nor could they imagine life without it. Known for their 24/7 ultra-connectedness, dubbed FOMO (fear of missing out), they are a generation on the move, on track to completely transform the traditional marketing landscape. The following is a brief look at these diners-in-waiting.

The main attraction: The most ethnically diverse generation in U.S. history, Gen Zers grew up with bolder flavor profiles and ethnic flavors. While they show a decided bent toward pastas and Mexican foods, Gen Z is not yet set in their ways, and are ripe for new foods and new concepts. Like their older brethren and Gen X parents, they value better-for-you options and fresh foods.²

Location spotting: Right now, local places they can easily get to or dine at with family, but they’re expected to spread their wings as they mature.

Value share: They’re careful about how much they spend, and coupons, deals, discounts and loyalty programs appeal. Speed of service is their No. 1 priority, supported by the latest in technology—online ordering and prepayment will be central to their experience.² *We may have to wait for the 2020 Restaurant Inc. issues for a more precise breakdown. Stay tuned!

Sources: 1. NPD 2. Technomic 3. Datessentials 4. YPulse.org 5. US Potato Board

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BF O UO D S & I B EN V EE R AS G SE

Following is a convo with some of today’s top trendspotters, whose research helps define the appetites of a generation or three. They are:

Senior Director Datassential: A supplier of trends, analysis and concept testing for the food industry.

Vice President of Client Development NPD Group: Tracking the foodservice and restaurant industry daily for more than 30 years.

www.new.datassential.com

www.npd.com/wps/portal/npd/us/home/

Senior Director, Consumer Insights Technomic, Inc.: Provider of comprehensive global information, analysis and insights to food industry executives for 45 years.

Executive Director Y-Pulse: Research and trend insight to help food marketers understand tomorrow’s tastemakers today.

www.technomic.com

www.ypulse.org

RESTAURANT INC: Overall, which generation is having the biggest impact on foodservice now? WARREN: In the near term, Boomers are going to have a big effect – as a percentage of total population, they are still a huge group. But as we head into the next decade, older Boomers will start to pass away and those that remain will frequent restaurants less often. They will be a lesser force by 2022. Our research shows Generation Z, Millennials, and Hispanics will be the key drivers in the future. MAEVE: Some data shows that Boomers are actually eating out more often than Millennials. So there’s a huge missed opportunity that is having a big impact on industry. While Millennials may not be dining out as frequently now, they’re the hope for driving the industry forward. SHARON: Millennials and Boomers have been driving the foodservice economy for decades. But there are significant differences among these groups, and even within them—Millennials include students still living at home, independent singles, young couples and parents, while Baby Boomers

include active professionals, retired people and many responsible for multi-generational families. Young consumers who are still finishing college and living at home behave differently than those in transition to their own financial independence or those who are heads of their own households with young children—they have much more in common with Generation Xers.

WARREN: Common across all demographic groups is the quest for fresher foods— meaning either the food that is going into my meal is sourced locally or that it’s being made for me on the spot. This will absolutely continue to gain in popularity in the future. All groups are also looking for healthier foods. That’s the good news; however, "healthy" has a lot of different definitions.

RI: Are there any areas in which the generations converge? SARA: Gen Xers and Boomers converge on the importance of a convenient location, but those locations differ. For Boomers, it’s traditional dining restaurants; for Gen X, Millennials and Gen Z, it’s fast casual and coffee shops. MAEVE: There are a number of synergies between Millennials and Hispanics. Because they tend to be younger, Hispanics have many of the same behaviors, such as use of mobile apps, a focus on food visuals, and a deep preference for restaurants with vegan, vegetarian and locally sourced items on the menu.

RI: So, what does "healthy" mean across the generations? WARREN: For Millennials, it doesn’t mean low cal or low carb, but is more about the source of the food. Boomers may see healthy as smaller portions, and sodium or sugar free. SARA: Everyone’s about healthy but older generation may choose foods to meet a specific need i.e. high blood pressure. For younger generations, it’s more about leading a healthier lifestyle, overall, and a desire to fuel the body with good things.

RI: Where do the generations most diverge, what are some of the differences you see?

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WARREN: I’m a Boomer, and my ability to cook when I graduated was pretty much limited to pasta and eggs. My Millennial kids can cook so much more, and their comfort level is so much higher than mine will ever be. They are much more willing to cook at home than I ever was, and they are frankly very good! One of the big challenges restaurants are going to face is finding a way to get this big group of Millennials out of the house, because they don’t necessarily feel they have to go to a restaurant to enjoy a good meal. The Food Network has been a huge influence, making great recipes accessible to everyone. SARA: If you look at who’s doing well with Millennials, like Chipotle and Starbucks, the food integrity is very important. What is unique is the strong set of core values, and they make sure everything they do aligns with those values, and they communicate those to the consumer. Even when Chipotle raised prices, consumers went more often. But if you just do it to be trendy, consumers, especially the younger generations, will see right through it. SHARON: We found some interesting differences in the snacking behavior of the generations in a recent study we conducted comparing the habits of Millennials and Boomers. Younger consumers in particular ate more small meals or snacks throughout the day rather than traditional meals favored by their parents and grandparents. And overall, it became clear that Millennial consumers don’t care as much about defining an eating experience as a meal or

snack as they do about satisfying their need to eat what they want, when and where they choose to eat it.

society, we are much more concerned and knowledgeable about our food, and we want to know how it was made, where it came from, and how it’s being prepared.

RI: Are the differences between the generations overstated?

SARA: There’s been a leveling of the playing field, as freshness and quality have become table stakes, and everyone’s competing with those. In order to carve out a niche and resonate with a core group, you need to have stronger points of differentiation.

MAEVE: Younger people today are more comfortable with a wider range of technologies and flavors than I was at their age. But I was more comfortable with those things than my parents were, and my parents were more comfortable than their parents. We act like Millennials are so cutting edge, but they behave much like every new generation, because they’re exposed to different things, and have a larger comfort zone—all of that is true of every upcoming generation. People shift a bit as they age, but they’ll still be more comfortable with a wider selection of foods.

RI: How can operators best handle the differing expectations of the generations? WARREN: I’d recommend some of the approaches pioneered by fast casual— customization and participation. Customers love going to a place where they can have food just the way they like it. Pizza places are using new technology to offer an entire single-serve pizza made exactly to the customer’s specifications, and have it ready in 10 minutes; and it gives people a reason to dine in rather than take out. Also, it gives diners an opportunity to participate in some way, even watching the back-of- house operation is going to be appealing. As a

RI: Can operators successfully appeal to multiple generations of diners? MAEVE: Pretty difficult to do this well, and that’s why many chain operators are struggling now. The fast casual approach works because they’ve created a real value proposition—offering high quality food at an acceptable price point in a comfortable, inviting atmosphere. The ability to customize at these places opens it up to just about everyone. This is the way operators can appeal to the widest groups of people. SARA: Each generational group may have distinctly different foodservice needs, but there are opportunities to leverage their similarities and target specific customer groups without alienating others. Everyone expects a certain level of service and quality, but older diners may value attentive service over quick service, while the opposite is true for younger generations. It’s vital for restaurant operators and suppliers to understand their core audience. n

Demos Defined

While there’s a bit of a blurred-lines mentality in identifying where one wave ends and the next begins, most experts reach consensus on these generational cohorts. OLDER MILLENNIALS: born 1977-1984 BABY BOOMERS: born 1946-1965 YOUNGER MILLENNIALS:

born 1985-1992

GEN X: born 1966-1976

OLDER GEN Z: born 1993-2001

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Climb on the Brand Wagon by Mary Daggett

everal years ago, I was among a group of tourists exploring the ruins of ancient Ephesus, a Greek city in Western Turkey founded in the 10th century BCE. It was once a trendy resort town reportedly frequented by Mark Anthony and Cleopatra. As we marveled at the excavated mosaics

and partially restored two-story library, someone remarked, “That looks like the Nike® logo on that statue.” Indeed, the statue in Ephesus depicts Nike, but was carved in antiquity to honor the original Nike — the Greek goddess of victory, speed and strength. Her name and the shape that appears clearly in the carved marble folds of her toga were skillfully employed by the Beaverton, Ore., athletic manufacturer to represent their company. Today, when people throughout the world see that “swoosh,” they immediately associate it with the Nike® brand.

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Another stellar example of branding, this one in the ®

do you fill? Your brand is your image. What image do

foodservice arena, is McDonald’s and its golden

you wish to portray? Who are your target customers,

arches. Highway travelers throughout the land scan

and what value do you offer them? In what ways are

the horizon for this brand – whether they are hungry,

you relevant in today’s industry? Decide how you

thirsty, or in search of an answer during a thousand-

wish your target audience to perceive your operation.

mile road trip when the kiddies are clamoring for burgers and fries. Both of these corporations are among the marketing maestros who have reached the pinnacle of the branding art – with almost universal instant brand recognition, the immediate emotion elicited from a glance. These results came with an investment of much thought and took many years to accomplish. You can do it, too!

Soul Searching | Genetic Makeup The first step in branding is to define who you are. How would you identify your operation? What niche

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Infant Stages Once you have a firm handle on your brand identity, identify the best marketing tactics to communicate your brand to your audience (current and prospective customers). The best tactics are those that honestly reflect your identity, are memorable, and foster longterm relationships with your customers.

Course Correct Effective branding need not break the bank. The most important elements are free – your own ingenuity in defining your business, identifying your target

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Many factors–the good, the bad and the ugly–can contribute to brand awareness, so be-(a)ware! audience and brainstorming with your staff on the most effective ways to communicate your brand in a memorable way. That’s the genetic code in action before

costs that your brand is NEVER associated with negativity.

worrying about appearance.

Examples are foodborne illness, foreign objects discovered in food or unfair treatment of customers or staff. Negative

Brand It

publicity resulting from these occurrences can damage

Operators who neglect to establish, renew and expand

unpleasantness out of the way, let’s accentuate the positive.

their brand recognition do so at their peril. You know that competition is fierce. As you plan your marketing strategy, ask yourself whether each marketing tactic you are considering will positively impact your brand. Operators who successfully and positively impact their brand reap the benefits: loyalty and top-of-mind awareness when customers make their dining destination decisions.

your brand for an indefinite time. Now that we have that

Let’s say you've decided that your branding niche is to operate a wholesome and fun casual restaurant that caters to families. Here is a list of possible tactics you might employ to build your brand awareness: Add descriptive words such as “family restaurant” or “family fun zone” to your actual name.

Many factors – the good, the bad and the ugly—can contribute to brand awareness, so be-(a)ware! Ensure at all

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Adopt a tagline that reinforces your brand, which appears in all marketing materials (such as “Where Fun, Food and Family Come Together!”). Use fun graphics, punchy colors and exciting adjectives on your website, in advertising, on your menus, in your décor, and all collateral materials. Sponsor youth sports teams, with your name and logo emblazoned on jerseys. Invite teams, coaches and parents to visit your establishment for a free dessert after games. Post photos of teams in prominent places to foster pride and loyalty. Parents and the community will appreciate your commitment to kids and sports, kids will want to come in again and again, and when they grow up, they’ll remember to bring their own kids to “their special place.” Foster academic excellence and create buzz for your establishment through an elementary-school reading

Employ a trustworthy person to act as your ambassador at community events. Ensure that the music you play is wholesome and upbeat. Design your menu with lots of healthful foods that kids like to eat. Remember, it is critical that you reinforce your brand consistently in all aspects of your business and in all communications with your target audience. It pays to investigate what your competitors are doing. Take a peek at their websites and pay attention to their advertising. Conduct online research into effective brand marketing. If your budget allows, hire a marketing agency that specializes in branding to show you the ropes. Once you learn the basics, branding will become second nature. Branding is selling who you are. Never stop being yourself! n

program or high-school scholarship.

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fter a summer of lighter salads, sa ndwiches and snacks, gues ts are ready fo rich, homestyle r the tastes of winte r. Pile up the protein, pour on the gravy and satis fy their taste buds with decade nt flavor that’s w orth braving the extra layers of clot hing and chilly br eeze. While portion size s continue to evol ve, center-ofplate culinary innovation stil l focuses on th flavor, techniq e ue and quality of the protein.1 Simple cooking m ethods like braisi ng or roasting can add rich laye rs of flavor to beef , chicken and even duck or lam b cuts.

Hearty doesn’t have to be hard. Make some simple adjustmen ts to ensure your ce nter-of-plate entrées take cent er stage this seas on with flavors that satisfy. Simpl y ask yourself, “W ould this dish make my grandm a proud?” If the an swer is yes, you’re doing it rig ht.

Of course, it’s no t just about big cu ts of meat at the center of th e plate. Sometim es a creamy pasta or pot pie is just what patrons want to satisfy their hom estyle hankerings . O pportunities to add proteins, especially multi -protein combinations—on e of center-plate tren 2 the fastest growing ds —is a profi table way to please hearty appetites. Whether it’s seas onal flavors or da ily specials, patrons are alw ays looking for new choices on the menu. Prot eins are an easy way to provide variety w ithout completely changing your purchasing beha vior. Unique prep aration methods, seasonings and sa uces allow you to create various dishes from the sa me cuts of meat, providing extra options without ex tra work.

Use Signature Proteins Cr

eate unique dish es by enhancing Eagle Ridge® Mea versatile products ts and Hidden Bay® like Knorr® and Le Seafood with Goût® bases for sc ratch-made flavo r guests love.

Try Daily Spec ials

Experiment with new ideas to diff erentiate your men feature top-selling u and offer Daily proteins and satis Specials that fy patrons who re gularly look for m ore variety. B

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Capitalize on the fastest-growing en trée trend—combo together in a sing s that pair multip le center-plate di 2 le proteins sh —to give guests of this and that. the freedom to en joy a little bit I S S U E 4 , 2 0 1 4 R[advertorial] FSDELIVERS.COM 39

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leba S, Chef Jil for U e th in r Chefs ve Chef ified Maste te Executi rt ra e o C rp 7 o 6 C s ly ve chef olutions a O ne o f o n us executi S ro d e o m o u F n r e und the eld ilev ments aro h . He has h s joined Un 9 li 9 b 9 ta 1 s e ter. in ing erica ins this win er fine din te th ro North Am o p d y n rt a a hotels bout he positions in what he has to say a ’s globe. Here

fall, mmer to u s m o fr ange hange? asons ch e menu c th As the se n o s r o e flav how do th sted items ed and roa is ra bined b re o When com a lot m r. o re v a a fl re r e h ie T eav r rutabaga r slightly h t squash o u that delive rn r in e tt u b uch deepe s like m le b re ta a e t g a e v th with root get plates spice, you rm a w d n a flavor. ch richer in u m d n a r colo trends fort food m o c r la u some pop day? What are urants to ta s e r in e you se d lamb le —braise p im s e b ast duck. ods should icken or ro h c t s a Comfort fo ro ere they really good to tail” wh d a e h shanks, a “ g sin ay, so you per that w rants are u a u e ta h s c re h f c o u m xample, A lot animal. It’s rsatile dishes. For e le o h w e ve different use th table, more sted chicken or use fi ro p re o get m ole roa serve a wh you could u. s the men cuts acros

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nited e in the U y excellenc t posess selfar lin cu of us e pinnacle am. One m this title. presents th ly complete the ex ul fication re rds to earn ti sf da er es C an cc f st su he s gh ef hi ch ly ib of Master C l ed cr y a handfu aft and in States. Onl ry of the cr ion, maste at in rm te de

s egetable V t o o R tato & Sweet Po , le p p A n with Preparatio Chicken d e s i a r nd thighs B ken legs a (Serves 3) Ingredients

rated ighs, sepa lt free legs and th n asoning, sa e k se ic h rb e C h 3 d n a ic rl sted ga 1 tsp Roa oil ve li 1 oz O p ed arlic, chop G s es ve lo 2c wedges into wedg to in d and cut rnip, cut le u e T e p p u c s, le ½ app nny Smith ½ cup Gra ut c ll ro s, rsnip ½ cup Pa eet potato ½ cup Sw rge diced tabagas, la u R p u c ½ d as directe ite wine ½ cup Wh ® , prepared e c la G i m De 6 oz Knorr ice ju le p p A 6 oz rn parsley, to d e 1 T Chopp pped o h c , on, fresh 1 T Tarrag

40 RFSDELIVERS.COM ISSUE 4, 2014

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ic Season ch asoning. ed garlic se with roast . W hen s auté pan He at oil in ken skin side hic hot, add c rn over. wn and tu ro b ; down side s, th wn on b o the side. When bro n o e rv d rese g a light remove an Sauté givin s. le p p a agas and ips, rutab Add parsn bles. ta e . g r to ve d tarragon brown colo i glace; ad m for e d n d ve o an juice 400°F wine, apple on top, and place in gh. h u it ro w th ze a ed Degl s are cook in side up le b sk ta n ge ke ic ve Place ch icken and utes until ch 20–25 min

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Bone-In Ribeye Guests love a hearty, thick-cut bon e-in ribeye simply seasoned with olive oil, ground pep per and Knorr® Beef Flavor Base.

Classic Chicken Pot Pie

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Chicken Breast with Mushro om Sauce

Offer a decadent dish featuring chic ken and mushrooms in a creamy white wine sauce made with Knorr® Chicken Base.

Reuben Soup

Serve up center-plate-worthy soup filled with all the goodness of a Reuben sandwich usin g Knorr Ultimate® Beef Base and LeGoût® Cream Sou p Base.

Beef in Sherried Mushroom Sauce

Roasted beef tips with mushrooms, carrots, onion and garlic add extra hearty to buttered noodles in a sauce made with Knorr® Roasted Beef Bas e and dry sherry.

ISSU 4 , 2 0 1trademarks 4 RFSD L IUnilever V E R SGroup . C O of MCompanies. 41 Flavor & The Menu: Protein at a Premium, May 2012 | 2Mintel: Entrees—A Look at the Menu for the Main Dish, January 2014 | ©2014 Unilever Food Solutions. Knorr and LeGoût areEregistered ofEthe

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FOOD

FIGHT!

Pushing Latin Borders Our chefs are tossing some spice into the Food Fight recipe pan, and we’ll need more than milk to calm our excitement! In the following pages, your autumn days will warm up from the fun Latin dishes we’ve whipped up and added to our cauldron of recipes that can be used across the country. Flavor, spice, exotic origins, and creative mixtures have pushed the Latin borders to a an outer boundary. Enjoy! If the pages spontaneously combust from exploding flavor, don’t say we didn’t warn you…

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F O O D

B E V E R A G E

All pricing/costing for the Food Fight Recipes is approximate. Local pricing & products may vary by division. Opening photos by: Jenn Bushman, recipe photos by Dan Coha. Food styling by: Susan Barrientos Heve.

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Lomo Saltado Chef Paul Young Reinhart Milwaukee Division

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F O O D

B E V E R A G E

INGREDIENTS 8 oz

Prime ribeye steak

1½ Tbsp

Coarse salt

½ oz

Garlic, whole peeled

3 Tbsp

Oil olive

3 oz

French fries, 3/8" straight cut

2 oz

Jumbo red onion

4 Tbsp

White wine vinegar

1 Tbsp

Soy sauce

3 oz

Rice, cooked

2 oz

Tomato, sliced

Curly parsley, fresh

PREPARATION

[serves 1]

Slice the ribeye into ¼" slices and season with half the salt and garlic. Add the oil into a hot sautée pan. Brown the sliced ribeye and cook until medium rare. Remove from the pan. With the heat still on, add the tomato and onion. Sautée approximately 2 minutes. Add the steak back into the pan. Deglaze with the vinegar. Add the soy sauce, and mix the beef base with 1/3 cup hot water. Add the stock. Cook until the sauce has thickened and the ribeye has been cooked through. Serve with hot french fries, and a side of rice. Garnish with parsley.

Portion Cost: $6.70 Suggested Menu Price: $14.95 Profit: $8.25 All pricing/costing for the Food Fight Recipes is approximate. Local pricing & products may vary by division.

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B E V E R A G E

INGREDIENTS 1½ C

Dry black beans, rinsed and sorted

1 lb

Corned beef

2 lb

Smoked pork spareribs or smoked pork chops

¾ lb

Slab bacon

1½ lb

Boneless beef chuck or eye round

Ham hock

Pig's foot, split

10 - 12 C

Low sodium or homemade chicken broth or water

Bay leaf

2 Tbsp

Peanut or olive oil

1½ C

Minced onion

¼ lb

Chorizo, sliced 1/4 inch thick

2 tsp

Minced garlic

½C

Thinly sliced scallions, cut on the diagonal

Jalapeño, seeded and minced

Salt as needed

Freshly ground black pepper as needed

Feijoada

F O O D

PREPARATION

Oranges

[serves 8-10]

Soak the black beans in cold water for 6–12 hours in the refrigerator. In a separate container, soak the corned beef in the refrigerator overnight in enough cold water to cover. Drain the corned beef and place it in large Dutch oven along with the smoked spareribs or chops, bacon, beef, ham hock, and pig’s foot. Add enough water to cover meats. Add the bay leaf, cover and bring broth to a simmer over low heat, skimming as necessary. Simmer until the meats are all tender, 20-30 minutes for the spareribs or chops; 45-60 minutes for the other meats. Remove from the broth as they become fork-tender and transfer them to a bowl. Strain the broth. Drain the soaked beans and rinse well. Place them in the Dutch oven and add enough of the strained broth to cover the beans. Bring to a boil and then immediately reduce the heat to a slow simmer, skimming as necessary, until the beans are tender and creamy to the bite, 1½-2 hours. Season to taste with salt. Drain the beans, reserving their cooking liquid separately. Heat oil in Dutch oven over medium heat; sauté the onion until golden. Add the chorizo, garlic, scallions, and jalapeño; sauté, stirring frequently for about 5 minutes. Return the drained beans to the Dutch oven along with enough of the strained liquid from the beans to make a stew-like consistency. Simmer 10-15 minutes. Lightly mash some of the beans to thicken the sauce, if desired. Season to taste with salt and pepper. Remove the meat from the ham hocks and cut it into medium dice. Remove the rind from the bacon and cut it into medium dice. Add the diced ham and bacon to the beans and simmer 15 minutes. Slice the corned beef, beef, and separate the spareribs into portions. Add them to the beans and continue to simmer about 15 minutes.

Portion Cost: $6.36 Suggested Menu Price: $18.99 Profit: $12.63

Serve with your choice of sides: white rice, pineapple, limes, queso fresco, oranges, guacamole and a Caipirinha to drink.

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Guacamole

Pineapple & Limes Caipirinha ½ lime, quartered 1 teaspoon white sugar 2½ fluid ounces cachaça 1 cup ice cubes

Queso Fresco White Rice

Feijoada Meat Stew w/ Black Beans

Feijoada

Chef Demetrio Marquez Reinhart New Orleans Division

All pricing/costing for the Food Fight Recipes are approximate. Local pricing & products may vary by division.

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Moqueca de Peixe Chef Jeffrey Merry Reinhart Boston Division

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INGREDIENTS 1½ lb

Fish (monkfish, salmon mahi mahi or grouper)

2 ea

Limes (juiced)

2 ea

Tomatoes

1 ea

Green pepper

1 ea

Red pepper

3 ea

Green onion

1 ea

Spanish onion

2 tsp

Minced garlic

5 Tbsp

Olive oil

2½ C

Coconut milk

2 tsp

Paprika

½ tsp

Chili pepper flakes

1 tsp ea

Salt & pepper

1 bunch

Chopped cilantro

B E V E R A G E

Moqueca de Peixe

F O O D

PREPARATION

[serves 4]

Cut fish into 1/2" pieces. Combine lime juice, salt, pepper, and garlic. Place fish in marinade and refrigerate. Marinate about 3 hours. Thinly slice tomatoes, peppers and onion. In a large saucepan, drizzle 2 Tbsp of olive oil, then place 1/2 of tomatoes, peppers and onion. Top with fish and pour marinade over top. Place remaining vegetables on fish. Combine coconut milk, paprika and chili pepper and whisk. Pour mixture over vegetables and fish. Add cilantro and chopped green onions. Drizzle remaining oil over mixture. And bring to a boil. Reduce heat to a simmer, cover and continue for 15 minutes. Remove cover and continue cooking until vegetables are tender.

Portion Cost: $4.60 Suggested Menu Price: $16.95 Profit: $12.35 All pricing/costing for the Food Fight Recipes is approximate. Local pricing & products may vary by division.

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B E V E R A G E

INGREDIENTS 2

Limes, juiced

½ oz

Garlic, minced

3 oz

Sole fillet

1 Tbsp

Olive oil

2 oz

Hearts of palm

1 oz

Red onion, sliced

1 oz

Bell pepper, sliced

½ oz

Fresh cilantro

½ oz

Aji amarillo paste

Peruvian Ceviche

F O O D

PREPARATION

[serves 1]

Combine lime juice, garlic and aji amarillo paste. Dice sole into ½ inch pieces, rinse thoroughly with fresh, cold water and dry thoroughly. Marinate for 10 minutes in lime juice mixture. Cut hearts of palm into 1-inch wide pieces, season with salt and pepper, then grill for just 1-2 minutes on each side. Quickly marinate the grilled heart of palm pieces in the lime juice mixture before plating. Stack the heart of palm pieces in a nest and place ceviche on top. Finish ceviche with fresh cilantro. Serve Cold.

Portion Cost: $4.83 Suggested Menu Price: $9.99 Profit: $5.16 All pricing/costing for the Food Fight Recipes is approximate. Local pricing & products may vary by division.

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Peruvian Ceviche w/Grilled Hearts of Palm Chef Lee Sepaniac Culinary Specialist Gourmet Food Group

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Roasted Mushroom & Grilled Kale Tacos Chef Michael Armstrong Executive Chef Bodega Negra, NYC

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INGREDIENTS

B E V E R A G E

Mushroom & Kale Tacos

F O O D

Corn tortillas, 4-足5 inch

4 oz

Shimeji mushrooms, bottom stems removed, separated

4 oz

Cremini mushrooms, sliced

Garlic cloves, sliced thin

Shallot, sliced thin

Jalape単o, cut in half, seeds & veins removed & sliced thin

Poblano chili pepper, roasted, peeled, deseeded & sliced thin

2 Tbsp

Butter

3 Tbsp

Extra virgin olive oil

1 Tbsp

Wheat free tamari soy sauce

Organic kale, large bunch

Limes, juiced

4 oz

Queso oaxaca, grated

4 Tbsp

Fresh pico de gallo

Salt & pepper to taste

PREPARATION

[serves 4]

In a large saut辿 pan, melt butter with one tablespoon of olive oil; add mushrooms and cook, tossing well, for 1-2 minutes. Add garlic, shallots, jalapenos and poblanos and cook together on low heat, stirring occasionally, for 8-足10 minutes, until mushrooms are lightly caramelized. Remove from heat and add soy sauce and toss together, adjust seasoningwith salt and pepper. Set aside and hold warm. Serve on heated tortillas with cheese and pico de gallo to taste.

Portion Cost: $3.15 Suggested Menu Price: $8.99 Profit: $5.84 All pricing/costing for the Food Fight Recipes is approximate. Local pricing & products may vary by division.

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B E V E R A G E

INGREDIENTS ¾C

Crumbled achiote paste (about 4 ounces)

3 Tbsp

Sour orange juice, such as Seville (about 1 orange)

1 tsp

White wine vinegar

2 medium

Garlic cloves, minced

1/4 tsp

Dried Mexican or Italian oregano

1 (3 lb)

Boneless pork shoulder roast (also known as pork butt)

1 large

Banana leaf (about 4 feet long)

3 medium

Yellow onions, quartered

½C

Water

Cochinita Pibil

F O O D

PREPARATION

[serves 4-5]

Combine achiote paste, juice, vinegar, garlic, and oregano in a medium nonreactive bowl and stir until well blended. Generously season pork on all sides with salt and freshly ground black pepper. Place in the bowl with the achiote mixture and turn to coat it well, rubbing the spice mixture into any crevices. Cover and place in the refrigerator to marinate for 12-24 hours. When ready to cook the pork, remove from the refrigerator and let come to room temperature, about 30 minutes. Meanwhile, heat the oven to 300°F and arrange a rack in the middle. Remove the center core from the banana leaf and run the leaf under hot tap water until it becomes soft and pliable. Pat dry with paper towels and cut in half horizontally; overlap the two pieces of leaf so that they roughly form a rectangle about 2 feet long and 1 foot wide. Place the pork on the banana leaf, fold in the left and right sides, and roll it up like a burrito to completely encase the pork. In a Dutch oven or other large, heavy-bottomed pot with a tight-fitting lid, arrange onions evenly on the bottom to form a layer. Place pork on top of the onions, with the seam of the banana leaf facing down, and pour water into the bottom of the pan. Cover, and place in the oven to cook until pork is fork tender, about 3½ hours. Place meat in a bowl and, using two forks, shred into bite-size pieces. Add onions and pan juices and stir to mix thoroughly. Serve with pickled red onions, warm corn tortillas, and salsa.

Portion Cost: $3.15 Suggested Menu Price: $10.99 Profit: $7.84 All pricing/costing for the Food Fight Recipes are approximate. Local pricing & products may vary by division.

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Cochinita Pibil The Yucatan Peninsula Mayan-Style Pit Pork Chef Demetrio Marquez Reinhart New Orleans Division

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Easy Latin Lettuce Wraps

Chilequiles Roja

Michael Ollier Corporate Chef Certified Angus Beef

Chef Paul Young Reinhart Milwaukee Division

Serves: 24 as appetizer; 8 for entrées

Portion Cost: $2.75 Suggested Menu Price:

INGREDIENTS

$7.99

Profit: $5.24

1 lb Certified angus beef ground chuck 1 Tbsp Adobo seasoning 2C Jasmine rice, cooked 2 Limes 1 bunch Cilantro, divided 2 heads Bibb lettuce, washed, separated & drained Salsa (10-12 oz) 1 jar

PREPARATION Season ground beef with adobo seasoning; brown beef and drain. Season cooked rice with finely chopped zest of two limes, juice of one lime and 2 tablespoons chopped cilantro. Serve beef, rice, lettuce and salsa in separate dishes so guests can build their own wraps.

Serves: 2

$7.99

INGREDIENTS 12 oz 1 Tbsp 3 oz 4 oz 6 oz 2 oz 1/8 ea ½ oz 2 Tbsp

Portion Cost: $1.74 Suggested Menu Price: Profit: $6.25

Tortilla corn white, unfried Red adobo chile base Tomato puree Monterey Jack cheese, feather shredded Jumbo yellow onion, diced Queso fresco cheese, whole Fresh cilantro Scallion, thin sliced Coarse kosher salt

PREPARATION For the Chilequiles: Deep fry the tortillas until crispy. Drain the tortillas and set aside. In a deep sauté pan add the tomato purée and one tablespoon of the kosher salt. Heat until mixture is warm; add the tortillas and stir in. Cook for approximately 3 minutes. Tortillas should be soft, not mushy. For the sauce: Add the red adobo chile base to ½ cup of water along with the remaining tablespoon of Kosher salt. Let the mixture come to a simmer and remove from heat.

Which recipe is your favorite?

Preheat oven to 400°F. Place half the chips on a hot plate or regular plate, top with half the Monterey Jack. Stack the rest of the chips on top and sprinkle them with the remaining cheese.

Submit your vote to magazine@rfsdelivers.com. One vote per person. Votes can only be submitted via email to the above address. There are no prizes attached to the contest.

All pricing/costing for the Food Fight Recipes is approximate. Local pricing & products may vary by division.

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F O O D

Gallo Pinto Chef Demetrio Marquez Reinhart New Orleans Division Serves: 8

1 lb 8-10 1 ½ 3C 2C ½ tsp 1 Tbsp 2 Tbsp

B E V E R A G E

Mousse de Maracuyá Portion Cost: $4.86 Suggested Menu Price: $12.99

INGREDIENTS

Portion Cost: $3.84 Suggested Menu Price:

Serves: 3

$7.99

INGREDIENTS

Profit: $8.13

½C 1 Tbsp ¾C 2 Tbsp 3 1/3 C 1C

Black beans Fresh cilantro sprigs Medium onion Small red or yellow sweet pepper (optional) Chicken broth or water White rice Salt Vegetable oil Oil to fry the gallo pinto

Profit: $4.15

Water Unflavored gelatin Passion fruit pulp Rum or orange liqueur Egg whites Sugar Whipping cream Fresh fruit for garnish

PREPARATION

PREPARATION If beans are dried, cover with water and soak overnight, if fresh, rinse. Add beans to a pan and add fresh water to an inch above the top of the beans, salt, and bring to a boil. Cover the pan and reduce heat to very low simmer until beans are soft, 1-3 hours. Chop cilantro, onion, and sweet pepper very fine. Add 1 tablespoon oil to a large pan and sauté the dry rice for 2 minutes over mediumhigh, then add half of the chopped onion, sweet pepper and cilantro. Sauté another 2 minutes. Add water or chicken broth, bring to a boil, cover and reduce heat to simmer until rice is tender, 20-35 minutes. Once the rice and beans are cooked you can refrigerate. Keep a significant amount of the “black water” with the beans. This is what gives the rice its color and some of its flavor. Before serving, sauté the rice, beans, reserved chopped onion, sweet pepper and cilantro together in vegetable oil for a few minutes. Sprinkle with a little fresh chopped cilantro just before serving. Served with sour cream, scrambled eggs and fried plantain.

Chef Jeffrey Merry Reinhart Boston Division

Slice passion fruits in half, and scrape pulp into a sauce pan. Heat pulp on low heat, stirring; until it dissolves slightly and becomes more liquid (do not boil). Strain into measuring cup and let cool (you will need 3/4 cup). Place 1/4 cup water in a small glass bowl and sprinkle gelatin over the water. Heat in the microwave for 15 seconds and stir. Repeat until gelatin is melted and dissolved. Do not boil. Add gelatin and the liqueur to the passion fruit juice and mix well. Chill mixture in the refrigerator for 30 minutes, stirring occasionally. Place the egg whites in the bowl of a standing mixer. Mix 1/3 cup sugar and 1/4 cup water in a saucepan and heat to boiling. When sugar mixture reaches 240°F, turn on the mixer to start beating the egg whites. When the sugar mixture reaches 250°F, remove from heat. The egg whites should be forming peaks. Slowly add the hot sugar mixture to the egg whites, letting it run down the side of the bowl, while continuing to beat the egg whites. The meringue should form stiff peaks. Continue to beat meringue on low speed until it cools. In a separate bowl, beat the whipping cream until soft peaks form. Fold the passion fruit/gelatin mix gently into the egg whites. Do not overmix. Mix a small amount of the meringue/passion fruit mixture into the whipped cream, and then fold all of the whipped cream back into the meringue mixture. Spoon the mousse into individual serving bowls or glasses, chill until set, and serve with whipped cream and fresh fruit.

See more Latin inspired recipes on page 99 ISSUE 4, 2014 RFSDELIVERS.COM 57

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FF OO OO DD && BB EE VV EE RR AA GG EE Brazil: Açai Bowl

Latino Cuisines

A Tour of South of the Border by MARKON ®

America’s love of Mexican food is no secret—in fact recipes like quesadillas, tomato-based salsas, and street-style tacos have become so ingrained in our melting pot culture, they seem nearly as American as hamburgers and apple pie. But there is so much more to Latino cuisine than what comes to us from Mexico—there is in fact a whole continent south of us that contributes unique produce, spices, herbs, and sauces to the ethnic lexicon from which today’s chefs draw. One thing nearly all Latin-style dishes share is bold flavors. Whether it’s the piquant parsley-garlic chimichurri sauce from Argentina, the superfood acai from Brazil, sweet plantains in Cuba, spicy peppers in Mexican salsas, or the tart lime of Peruvian ceviches—the common denominator is that they all turn the volume up high. Why not give your menu some Latino flair by incorporating a new recipe, a stand-out ingredient, or an exotic sauce:

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ARGENTINA Chile-Marinated Steak Salad n Argentina is famous for asado, a grilled meat feast with deep culinary roots. Lighten up this beef-heavy tradition by serving the spicy-sweet marinated steak on top of a crisp romaine salad packed with juicy tomatoes and garlicky chimichurri sauce. Other ingredients integral to this country include apple and quince jams at breakfast, dulce de leche in fruit tarts, and yerba mate, their substitute for coffee and tea that is close to a national obsession.

n Brazilians lay claim to the super food açai—an antioxidantrich berry with tart flavor. Popular throughout the world now, açai makes a healthy breakfast when mixed with grated coconut, chia seeds, low-fat granola, and plenty of other berries. Also popular in Brazil are guavas (think cheese plates, cookies, and smoothies), passion fruit (wonderful in beverages and all sorts of desserts), and yucca (excellent as fries or fritters)—all packed with color and unique flavors.

n Hearty, fiber-rich black beans are the backbone of Cuban cuisine. Flavor them with zesty onions, fruity tomatoes, intense garlic, and refreshing cilantro. Serve with rice, grilled fish, or puréed as a soup. Pressed ham sandwiches, empanadas (hand pies) filled with onions and potatoes, coconut meat, and fresh chick peas also figure prominently in this island’s cuisine.

n The street taco has exploded in popularity here in the U.S.—get in on this trend by serving your own version of this Mexican snack. Fill house-made corn tortillas with grilled chicken, charred green onions, crunchy romaine lettuce, and smoky salsa. For additional Mexican components, try serving albondiga appetizers (hello,

Top crisp romaine with strips of flank steak, Guajillo chile peppers, grape tomatoes, and queso Asadero for a hearty entrée salad.

CUBA Fish with Black Beans

Protein- and fiber-packed, this fish and bean dish works year-round.

MEXICO Chicken Tacos with Charred Green Onions

meatballs!), a house mole sauce, onion and pepper-stuffed tamales, or the fruit-filled drinks known as aguas frescas.

n Causa is a cherished dish in Peru. The name originates from the Incan word kausay, which means “what nurtures you.” Innovative chefs have taken this native comfort food and elevated it to star status. It’s a layered terrine with yellow and/or purple potatoes, seafood salad (crab or tuna work well), and mashed avocados, topped with hard-boiled eggs, olives, tomatoes, and corn. Terrific as an appetizer or served family-style for a crowd. Other Peruvian ingredients that are becoming more well-known in the U.S. include Aji chile peppers, oca, purple potatoes, and the uber-trendy quinoa. n

Scan the QR code for these great recipes and more!

Keep your tacos healthy by filling corn tortillas with grilled chicken, green onions, and romaine topped with spicy Chipotle salsa.

PERU Potato Causa

This versatile Peruvian potato dish makes a great light meal or addition to a buffet spread.

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FF OO OO DD

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The Mighty Mushroom: Meaty and Magnificent by Mindy Kolof

Weâ&#x20AC;&#x2122;re digging up the flavorful fungus and uncovering dozens of ways to bring its magical powers to your menu!

pbi $

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B E V E R A G E

f it’s a given that produce is the new king of the plate, then mushrooms

may well be the single most important member of the court.

Mushrooms bow to none—with powerhouse doses of Vitamin D, deeply satisfying bursts of umami and uncontested versatility across customer segments, operations, cuisines and dayparts. A record $1.1 billion in U.S. sales last year and a place on 80 percent of menus nationwide is evidence that the mushroom’s reign has just begun. Leave it to the Mushroom Council and the Culinary Institute of America® (CIA) to explain why, after years underground, mushrooms are having much more than a moment in the sun.

It began in 2011, when the Council and the CIA began

chains such as Seasons 52® and the Cheesecake Factory®;

grappling with the issue of creating healthy food that the

and upscale restaurateurs like Graffiti’s owner-chef

public will want to eat. Working with University of California,

Jehangir Mehta.

Davis—they designed a study to determine if consumers would accept mushrooms as a partial substitute for meat in classic dishes such as tacos. CIA faculty members developed the ideal prep method by quartering white button mushrooms, cooking them (searing or sautéing worked best), and then mincing them to resemble the size and texture of the ground beef in the taco blend. The role of mushrooms as hero ingredient came into full focus, as the study participants

“Mushrooms’ sensory and culinary properties have them perfectly positioned to help Americans move towards healthier, plant-based menus and food choices,” says Kathleen Preis, marketing coordinator, Mushroom Council. “Blendability is a great strategy that enables foodservice operators to offer up American classics in a healthier way without losing the satisfying taste or texture.”

actually preferred the blended meat to 100-percent beef,

Proof point: substituting mushrooms for just one-quarter of

citing its enhanced aroma, flavor, texture and moistness.

a recipe’s beef content reduces calories, fat and sodium by

Even reducing the sodium by 25 percent didn’t dampen

about a third, while seamlessly adding an extra serving of

enthusiasm, with tasters describing it as “just about right.”

nutrients to the plate. What makes the strategy work, says

Clearly, it was time to bring mushrooms to the masses.

Preis, is the umami component, a proven palate pleaser that

The “blendability” concept has cut a wide swath across the industry, making believers out of these vital folks: the

enhances everything it touches. “It adds a ‘yum’ factor that exponentially increases customer satisfaction.”

U.S. Department of Agriculture; K-12 foodservice directors;

Exactly the result that both the Mushroom Council and CIA

award-winning chefs at Harvard, Yale, University of Southern

were hoping to achieve. “The level of potential and innovation

California and University of Massachusetts; high-profile

is infinite for the industry,” enthused Amy Myrdal Miller, MS,

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RD, Senior Director of Programs and Culinary Nutrition for the CIA. “This is a great example of how you can move the needle in a way that meets the acceptance of consumers.” A little "stealth health" goes a long way when you’re working with mushrooms. Blending 20 to 30 percent mushrooms into ground meat is enough to beef up the benefits without making it all about the mushroom, according to Mehta. The Next Iron Chef contestant has been ramping up the mushrooms at all three of his New York restaurants—Graffiti, Mehtaphor, and Me

our biggest sellers, duck Portobello gratinée.” A long-time mushroom proponent, Mehta is gratified to see the mainstreaming of mushrooms—because they amply prove their worth in health, versatility, and value. “I’ve been adding mushrooms to my dishes for the last nine years, and it’s a beautiful product to work with…a great way to cut down on meat, and incorporate flavor into everything.” Beyond the blendability factor, he strongly endorses mushrooms as the

and You—to rave reviews.

star attraction on the plate.

He ticks off his latest winners: “Black trumpets with blackened

“Turning the focus on a portabella or a shiitake mushroom

rice, mushroom vegetable and mushroom pork dumplings (an

changes the perspective. While you can cut down the amount

Indian-Asian fusion), sausages, kabobs, burgers, and one of

of protein offered with it, customers don't feel as if they are

Portobello Mushroom Panini

Courtesy of Franklin Dining Hall, University of Massachusetts Yield: 2 each

INGREDIENTS Ciabatta Loaf 1/5 Each 2 oz

Swiss Alpine Lace cheese 14# (slice .5 oz)

2 oz

Tomatoes (sliced)

2 Tbsp Oil olive, extra virgin 4 oz

Red onions (sliced thin)

Dash of salt

1/4 tsp Black ground pepper 1 Tbsp Sugar granulated 1 oz

Unsalted butter

1 Tbsp Oil olive 6 oz

Portabello mushrooms

DIRECTIONS 1) Place olive oil into a sauté pan over medium-low heat. Add onions. Season with salt and pepper. Cook until onions are softened. Add sugar, continue cooking, stirring as necessary until onions have caramelized, about 30 minutes. Set aside. 2) Into a small sauté pan add unsalted butter and olive oil. Heat over medium heat. Add mushrooms. Season with salt and pepper. Cook for about 4 to 5 minutes. Set aside. 3) Heat your panini press to 350°F. Equally distribute mushrooms between 2 slices of bread. Equally top mushrooms with caramelized onions. Place 1 slice of Swiss cheese on each piece of bread. (Note: if using tomatoes place them on at this time). Place corresponding slices of bread on top. Lightly brush tops of bread with room temperature butter. 4) Place sandwiches onto hot panini press. Cook for about 4 to 5 minutes until bread is toasted and cheese has melted.

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Steakhouse Breakfast

B E V E R A G E

Courtesy of American Egg Board and Mushroom Council

getting less, perceiving it as an expensive, elegant-looking vegetable,” he asserts. Preis Agrees: “Specialty mushrooms like shiitake, king trumpet, oyster, enoki, maitake have all become part of the foodie culture, and they’re integral to many popular ethnic cuisines, from Mediterranean to Asian to Mexican. You can’t lose by bringing mushrooms onto the menu.” That’s music to the ears of growers like To-Jo Mushrooms, one of the fastest emerging mushroom companies in the industry, according to its Vice President of Sales and Marketing Kevin Delaney. “There’s a real momentum around the blendability of mushrooms. We tried it out with burgers in our test kitchen and the flavor profile was unbelievable—it kept the meat so juicy.

Fried egg, spreadable blue cheese, sautéed assorted mushrooms and steak strips on Asiago Cheese Focaccia. Yield: 12 servings

Every time we get in front of a customer, they’re impressed

INGREDIENTS

with the results.”

Blue Cheese Spread:

Even hard-to-impress Millennial college students have succumbed to mushrooms charms. The Mushroom Mania “tour” lived up to its name at the University of Massachusetts, with appearances at campus dining halls drawing crowds to sample crimini and pork meatballs, Portobello burgers and empanadas, and arguably the most creative of all—a

8 oz

Blue cheese crumbles (1½ cups)

6 oz

Cream cheese, softened

¼C

Sour cream

½ Tspn Kosher salt

Freshly ground black pepper to taste

Sautéed Mushrooms: 1 oz

Butter

mushroom umami chocolate panna cotta.

1 Tbsp Minced shallots

“We are thinking out of the box to use it at all three meals, at

12 oz

Sliced assorted mushrooms (buttons, criminis, and portobellos)

Salt and pepper to taste

late-night dining, in condiments, at pasta stations, for breakfast omelettes…the possibilities are endless,” says Ken Toong, Executive Director, Auxiliary Enterprises at University of

Steak Strips:

Butter for sautéing

Massachusetts. “Our customers are looking for food that tastes

2 lbs

Beef top sirloin steak, cut in thin strips

good and is good for you, and mushrooms really fit the bill.”

large eggs

Adds Martha Monaghan, special events manager, UMass

half sheets Asiago cheese focaccia, each cut into 12 squares

Dining: “Students are game to try new things, and mushrooms offer an earthy, umami flavor that they really enjoy. In the past, our portobello mushroom with balsamic vinegar and a sprinkle of cheese had always been popular, but working with the Mushroom Council has broadened our horizons.” Consider what Chef Mehta cooked up for The Culinary Trust’s 30th anniversary event, “A Feast to Celebrate the Future of Food”: his signature portabella-Angus burger on a brioche bun with mushroom butter, topped with black trumpet mushroom mayonnaise, chilied-pickled oyster mushrooms, a king mushroom cheddar chip, and a side of enoki mushroom fries with shiitake and maitake ketchup. And there’s no reason to wait for the future to try mushrooms on your menu. n

DIRECTIONS Blue Cheese Spread:

Beat all ingredients together until smooth. Chill.

Sautéed Mushrooms:

Melt 1 ounce butter in large sauté pan. Add shallots and mushrooms, season with salt and pepper. Cook until mushrooms have softened. Keep warm.

Steak Strips:

For each serving: Heat butter in sauté pan over medium-high heat. Sear sirloin steak strips, season with salt and pepper and sauté until thoroughly cooked. Keep warm. For each sandwich, cook one large egg over medium heat in spray-coated non-stick pan until white is set and yolk begins to thicken, but is not hard. Flip over and cook briefly on other side for additional firmness.

Sandwich Assembly:

Split focaccia and grill the cut sides until warm. Cover bottom slice with 3 tablespoons blue cheese spread. Top with 2 tablespoons sautéed mushrooms, steak strips, and fried egg. Cover with focaccia top. Serve immediately. 64 RFSDELIVERS.COM ISSUE 4, 2014

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THE SCIENCE BEHIND THE

Mushroom Mystique

Mini Chicken Taco

Beef & Bean Green Chili Burrito

If umami’s not enough to convince you of the wisdom of a mushroom on every plate, the health benefits may be. Containing more potassium per serving than a banana, and one of the best sources of antioxidants selenium and ergothionene, mushrooms are also dubbed “the only source of Vitamin D in the produce aisle” by the Mushroom Council. Even better, growers now have the ability to increase the D levels in mushrooms to 100 percent of the recommended dietary allowance by exposing them to ultraviolet light for a few seconds.

Egg, Sausage & Cheese Burrito

mami is derived from the Japanese word “umai” meaning delicious, which is a perfect description of this fifth taste, lining up behind the more familiar sweet, salty, bitter and sour. For mushrooms, the magic’s in its high levels of glutamate, an amino acid responsible for the rich, savory, umami flavor. Sautéeing, grilling and roasting mushrooms break down the protein molecules and glutamic acid and bring out the full-bodied, savory umami taste, making them much more flavorful than in their raw state.

Traditional Mexican PERFECT FOR BUSY KITCHENS!

Contact your Reinhart® Consultant for more information.

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by Audarshia Townsend

hen it comes to crafting cocktails, mixologists pretty much operate like artists. They get their inspiration from the little everyday things surrounding them, transforming a bunch of ingredients into beautiful works of art. Sippers enjoy not only the tastiness before them, but also passion punched with inspiration, making the experimentation all the better. Not surprisingly, music happens to be a major influence, considering that itâ&#x20AC;&#x2122;s playing constantly where mixologists work. Still, we challenged a few pros to create cocktails based on a particular genre of music. What we got in return were a number of offbeat elixirs that not only sound mighty in flavor, but they also reveal the personalities behind the bartenders, or at least their musical muses.

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COCKTAIL: Buffalo Soldier INGREDIENTS: 1 dash Orange bitters ¾ oz Amontillado sherry ¾ oz Mandarine Napoleon® ½ oz Wray & Nephew Overproof Rum 1 oz Appleton® V/X

B E V E R A G E

Phoenix, Ariz.-based bartender MUSICAL GENRE: Reggae

PREPARATION: Stir and strain ingredients over cracked ice (from a large cube of ice, chip and carve small enough to fit in a double old fashioned glass). Garnish with an orange peel. INSPIRATION: “I was working at Virtu, a James Beard-nominated restaurant in Scottsdale, Ariz., when I came up with this recipe. The name ultimately came from my limited knowledge of the black soldiers in the U.S. Cavalry regiments in the Spanish-American War, and of course, the Bob Marley song. Really, I just liked the name; however, there are some problems with the name. The two rums in the drink are Jamaican, alluding to the origin of the song. The use of Amontillado sherry, from Spain, alludes to the Spanish-American War, which took place in Cuba (and other Spanish colonies), not Jamaica. So the name is a little confusing. What is really fun about naming cocktails (in general) is the research involved. Now I know more about the Buffalo Soldier and his role in American history and the Spanish-American War. More important, I now understand more deeply the meaning of the song. What Bob Marley and Noel G. "King Sporty" Williams were writing about was the racial struggle for blacks in Jamaica and how it was similar to the experience of the black soldiers in the United States Army. Without getting into particulars, which would ultimately ruin the drinker’s good mood, when you drink the drink, raise your glass to the plight of the Buffalo Soldier, and to the fight for equality. Then let this bright and sunny elixir take you away to a better place. It's quite beautiful how the Jamaican rums play so elegantly with the sweetness of the French orange liqueur and the nutty complexity of the Amontillado sherry.“

COCKTAIL: Dance of the Sugar Plum Fairy INGREDIENTS: 1 oz PAMA® 1 ¼ oz London Dry Gin 1 oz Gekkeikann Plum Wine ¼ oz Simple syrup Fresh lemon juice ½ oz 1 Egg white 3 dashes Fee Brothers Plum Bitters

Brand Ambassador, PAMA; Bardstown, Ky. MUSICAL GENRE: Classical

PREPARATION: In a mixing glass, combine all ingredients except bitters. First shake without ice to integrate the egg white into the cocktail. Next, add ice and shake until cocktail is well chilled. Strain cocktail into a coupe glass. If shaken correctly, a meringue will have formed at the top and the cocktail will have a silky texture. Top the cocktail with 3 dashes of plum bitters.

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FF OO OO DD && BB EE VV EE RR AA GG EE

COCKTAIL: Don's Chalice INGREDIENTS: 1½ oz Don Julio® Blanco ¾ oz Verjus blanc ¾ oz Riesling reduction*

Airstream Speakeasy (traveling cocktail lounge) MUSICAL GENRE: Heavy Metal

PREPARATION: Combine all ingredients in a shaker. Add ice and shake. Strain over fresh ice in a rocks glass. Garnish with a cucumber dusted with black pepper. INSPIRATION: “Don's Chalice is a drink closely associated with heavy metal. A particular type of metal—the screeching operatic era best exemplified by Iron Maiden. The drink, like the music, is elegant and inspired by classics in the form of both classical music, and in the drink, a classic wine cup. It is altogether piercing and bone crushing and so is the not-so-subtle acidity in this drink that is comprised of the sour grape juice known to chefs as verjus working alongside the intensified petrol notes of Riesling reduction that both play so nicely with their base of tequila.”

COCKTAIL: The Summer Shandy INGREDIENTS: 1 oz Don Julio Reposado ¾ oz summer herb syrup* ½ oz lemon juice Red Stripe® Beer for top

Airstream Speakeasy (traveling cocktail lounge) MUSICAL GENRE: Cumbia, Roots Reggae

PREPARATION: Combine all ingredients, except Red Stripe, in a shaker. Add ice and shake. Strain over fresh ice in a 10-12 oz tall glass. Top with Red Stripe. Garnish with a lemon peel and sprig each of fresh thyme and cilantro. SUMMER HERB SYRUP: ¼ cup fresh cilantro, ¼ cup fresh thyme, ¼ cup fresh parsley, ¼ cup marjoram, 2 cups sugar, 2 cups water. Bring water to a simmer and add sugar. Stir until dissolved and continue to stir on medium heat for 5 minutes. Remove from heat. Chop all herbs into 2-inch segments and add to the syrup. Allow this mixture to stand at room temperature, then store refrigerated. Strain all solids before serving and store refrigerated. INSPIRATION: “The Summer Shandy is a drink that reminds us of gritty island music like roots reggae and cumbia. It's a laid-back, easy-drinking cocktail with some savory notes from the fresh herbs found in so many great foods of the Southern hemisphere and combines two of our favorite things in tequila and cold, cold lager. “ n

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F O O D

B E V E R A G E

Have your drink and eat it, too by Cassie Kerr, MS, RD, CD

Amore restaurants. And rightly so, as this concept of infusion packs a huge flavor

h, the age-old union of food and alcohol! We see this trend moving into more and

punch and presents endless possibilities to increase the nutrition of a food or beverage. I will dive right into how a little creativity with food can make your operation’s libations even more functional (and always in moderation!). Take the classic Bloody Mary, a breakfast stalwart. It is often pegged as a remedy for groggy mornings due to the Vitamin C rich tomato juice. But what if you perform a little bloody makeover, use market-fresh ingredients like in-season cherry tomatoes to cut down on sugar and sodium, and then lace it with a little veggie purée? The result is a wickedly fresh, flavorful, and vibrantly colored pick-me-up similar in appearance to the famous “Black and Tan.” There is no disguising the powerful red and green ingredients in this drink. Layer with yellow squash purée to create a full stoplight!

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Stop & Go

Bloody Mary

Created by Cassie Kerr Corporate Dietitian for Reinhart Foodservice® INGREDIENTS

Mbar chefs as they work hard to ixologists take on the role of

prepare fresher and tastier drinks

that showcase trendy flavors. How do aromatic botanicals on the rocks with a dash of essential protein and healthy fats sound? Maybe Sergio Serna didn’t have this in the forefront of his mind while concocting his innovative elixir, but that is exactly what his pale green

½C 1 oz 5 large ½ oz 1½ oz Dash Pinch

spinach artichoke hearts cherry tomatoes lime juice vodka Worcestershire sauce chili powder

PREPARATION Purée spinach and artichoke hearts (canned with some of their own juice). Vigorously muddle cherry tomatoes with fresh lime juice in a cocktail shaker. Add ice, vodka, Worcestershire sauce, and a pinch of chili powder and shake. Rim a rocks glass with salt and chili powder. Strain liquid into the glass over ice. Float about 3 Tbsp of the spinach-artichoke purée on top. Garnish with your favorite toppings.

gem offers idyllic sippers.

Nalcohol into a popular dish.

ot up for a drink? Try infusing

Stout or porter soaked desserts, cider beer steamed leafy greens, and bourbon bean chili are just a few tasty combos. Get your

1471

Created by Sergio Serna Mixology Consultant, Rémy Cointreau USA Brand Advocate

food tipsy and customers happy with this alcohol-infused creation by Chef Brian Beverly of The Drawing Room in Chicago. “I wanted to create a cocktail inside the mussels bowl and since I’ve always used beer and wine, I said ‘why not liquor?’”

INGREDIENTS 1 pasteurized egg white ¾ oz fresh lemon juice avocado ¼ ½ oz simple syrup ¾ oz Cointreau® 1½ oz The Botanist® gin PREPARATION Gently muddle (4-5 times) avocado, lemon juice, and simple syrup in a shaking glass. Add egg white, Cointreau, and The Botanist. Seal the shaker. Shake vigorously for about 10 seconds (without ice as this creates a nice emulsion). Add ice and shake again for 10 seconds. Rim a rocks glass with cayenne pepper and salt. Pour cocktail into rocks glass without ice. Garnish with 5 drops of chocolate bitters and a mint sprig.

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F O O D

B E V E R A G E

Mussels Martini Created by Chef Brian Beverly The Drawing Room, Chicago

INGREDIENTS 2C ½ oz 3 1 Tbsp Pinch 1 oz 3 oz 2 oz ¾ oz 1 tsp

Prince Edward Island mussels, cleaned Oil Orange peels Minced shallots & fennel Salt Gin Very dry Vermouth Butter Fresh lemon juice Sugar In The Raw®

PREPARATION 1. Sauté mussels, oil, orange peels, shallots and fennel, and salt until warm. 2. Add gin and vermouth and let it flambé. When flame goes out, cover and cook until all the mussels open. Discard unopened mussels.

pairings?

by :

4. Add grilled ciabatta for garnish and to soak up the mussels martini liquid.

Need ideas on beverage and beer

Ha m

Be nn a

3. Add butter, lemon juice, and sugar. Flip and stir until butter is melted and a sauce forms.

Etwists. Whether you vamp up drinks xperiment with your own creative

with flavorful, functional foods, or turn alcoholic beverages into concentrated cooking aids, you will surely lure customers and seduce palates. n

5/19/14 12:25 PM

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ESSENTIALS EVERYTHING FOR YOUR BAR IN ONE PLACE.

ers, n e p O Bottle ls, Trays… e Bar Tow

, s k n i Dr s d n e Food, Tre. & mor RI_BODY_Issue4_2014.indd 73

ers, r u o P , s ler …Mudd & Glassware! rs Straine Ask your Reinhart® Sales Consultant for more information on our bar guide! rfsdelivers.com l tracsdirect.com

9/26/14 3:41 PM

Our Five Favorite Ingredients! by Restaurant Inc Staff

We flipped the script and asked our team to share their five favorite ingredients. After five issues of Restaurant Inc, hearing from our operators, our suppliers and advertisers, and fellow Reinhart folks, there have been plenty of ingredients to influence our palates.

Andrea Day:

Advertising Sales

Copy Editor

CURRY POWDER – Flavor punch & texture LEMONS – Love this citrus! Easily added to several

David Salvi: CILANTRO – I could toss cilantro on nearly

everything, and with my affinity for Latin cuisine… can’t lose

things, including beverages

SALT – Tried and true salt will never steer me wrong, COCONUT – Although en vogue, coconut’s flavor is

adding zest to nearly anything

awesome and the health benefits are great

LIME – Citrusy goodness that can be added to food MANGO CHUTNEY - I love the tartness

and beverages for extra zing

GARLIC – Another tried-and-true, its strong flavor

VINEGAR – Sour notes always help in adding complexity

and sharp taste makes Mediterranean dishes (another favorite) perfect

OLIVE OIL – Always substitute this for butter, as its

health benefits are astounding (check out summer issue for those…)

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F O O D

Chef Paul Young:

B E V E R A G E

Corporate Chef - Milwaukee Division GARLIC – It can be manipulated to be soft and sweet when cooked, or raw its packed full of flavor and a touch of heat. Overall garlic

is a flavor powerhouse.

BACON – One of my favorites!!!! Bacon (and the fat) add such a notable flavor as well as mouth feel. It is used so much in my

cooking. a little goes a long way and adds a nice subtlety.

TRUFFLE SALT – makes for a great finishing salt and just a hint of truffle. He insisted on 8, see the rest of Chef Paul's below!

Chef Paul Young:

Continued

Jenn Bushman:

Lead Designer & Art Direction

LEMON – A hint here and there goes a long way! Whether

it be to finish off a vinaigrette, or to brighten up some fresh hollandaise sauce.

DEMI GLACE – I am a sauce fanatic! Demi not only will

flavor a sauce the second it is incorporated but the silkiness and texture is second to none!

BUTTER – Is there ever enough? Coming from a French

background, there is never any shortage of butter! Mashed potatoes, risotto, and purées are all perfect vehicles for my favorite dairy product.

TAPIOCA MALTODEXTRIN – This makes flavored

powders and is inexpensive! I.e. caramel powder, peanut butter powder. If you are serving martinis or desserts this is a must have!

WORCESTERSHIRE SAUCE – Has uses beyond just hamburgers, great for meat marinades, Bloody Marys, and BBQ sauces.

HOT SAUCE – I am always up to add hot sauce to recipes.

Really enjoy having that little zing.

MUSHROOMS – there are endless varieties with

endless applications. Figuring out which goes where is the best part of this ingredient.

CELERY SALT – It's got all of the flavor-amping qualities of

salt, and none of the bland filler qualities of celery.

RANCH – Goes on everything, you can find it anywhere…I

don’t know why, but I just love it. Doesn’t everyone?

FLAVORED OILS - These are not just perfumed.

The olives are actually pressed with the flavors that are added (ie. blood oranges are pressed w/ the olives)

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Fall Seasonals for the Menu F

all is in a full autumnal swing, hitting us with chilly breezes, tumbling leaves, and football. We nestle with friends and family by the TV, in our favorite restaurants, and by the fire. Let us not forget another cozy companion for these months ahead – Fall Seasonal Beers! As our meals become heartier in preparation for our respective hibernations, the following beers will be sure to not only warm your belly (although going down cold), but also enhance the eating experiences on your menu. To prepare for this prime beer-drinking season, see the following list of beers that’ll surely satisfy everyone’s taste buds:

Samuel Adams® Octoberfest

Blue Moon® Harvest Pumpkin Ale

ABV 5.3%

ABV 5.7%

Beer aficionados will be hard-pressed to find a better fall seasonal than Sam’s Octoberfest. With a roasty, caramel flavor from its classic hearty malts, each sip goes down smooth. One of Samuel Adams' recommendations, per their website, pairing this staple with New England Clam Chowder.

Another of the malty brews with all the spices of an autumn meal. Find your tongue gathering cinnamon, nutmeg, malt, pumpkin, and caramel throughout a sip. This Blue Moon will pair with hearty meats, soups and stews.

Southern Tier Pumking

Dogfish Head® Punkin Ale

ABV 8.60%

ABV 7.0%

If you’d like to be punched with pumpkin flavor, Southern Tier’s Pumking does just that (don’t worry, you won’t fall over. Probably go for another sip). This ale pairs perfectly with Thanksgiving classics, as well as fellow pumpkin flavored items – America’s favorite pumpkin pie.

This fall seasonal debuted in 1994, and has brewed success every year. As a full-bodied brown ale with huge flavor, big meals (including Thanksgiving!) should make sure to include this pumpkin/brown sugar-flavored beauty. Try with turkey, roasted duck, lamb, stuffing, and sharp cheddar cheese.

Revolution Oktoberfest

Lagunitas Brown Shugga

ABV 5.7%

ABV 9.99%

This classic sends a toasty malt flavor like its fellow Oktoberfest brethren to your taste buds. Also enjoy the smooth finish, which creates a perfect balance (and opportunity for pairing). Those hearty meals of meat and potatoes will be enhanced with a pint of Rev’s Oktoberfest on the side.

The strongest of the repertoire presented here in Restaurant Inc, Lagunitas Brown Shugga hits drinkers with brown cane sugar and cultured brewery yeast. What’s special about this strong brown ale – it’ll be available from November through January, which is plenty of time to warm patrons with this seasonal.

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The New Jam Session:

Freshly Blended Beats Locally Sourced Eats by Mindy Kolof

lame it on the Food Network™. When the channel first went live in 1993, no one—not the network’s chefs or viewers or restaurant operators—had any way of knowing that their world was about to be rocked. Within a decade, everyone was a foodie and chefs, on air and across the country, were newly anointed rock stars. By 2013, when the Food Network was blowing out the candles on its 20th birthday cake, the concept of food as entertainment was full-blown. “At every wine and food festival, people lined up around the block for a chance to meet the chefs, so similar to fans of musicians,” remembers Peggy Mansfield, associate publisher of Food Network Magazine. “So we took the idea one step further, and asked ‘why not combine music and food in just that way?’” Food Network in Concert was born. Throughout the year, it took hold. “Our editor inspired the first ever music issue of Food Network Magazine, when she thought of pairing Ina Garten and Taylor Swift,” says Mansfield. “She noticed that Ina constantly had Taylor Swift music playing in the background during interviews, and when Taylor was contacted, she said Ina was her idol!” Other chefs started talking. Turns out Jeff Mauro loved Billy Corgan, Michael Symon was a Sammy Hagar fan, Geoffrey Zakarian grooved to Ja Rule…every chef had a musical doppelganger and vice versa. For Food Network in Concert, everything was to be top-notch, says Mansfield. “We wanted to bring the best of the best together, at a place with an amazing sound system, and equally great kitchen facilities.” They aligned with Ravinia, summer home to the Chicago Symphony Orchestra, located in the tiny lakefront suburb of Highland Park, and it became the first outside organization in the festival’s 100-year history to gain access to the beautifully wooded site. With John Mayer as the headlining act, and American

Idol™ Phillip Phillips, Twin Forks, DJ Alexandra Richards (Keith Richards’ daughter) and others set to take the stage, the buzz grew louder. Chicago’s rep as an exciting food town came into play with 50 top local restaurants participating in the Greatest Hits tasting event. Exclusive culinary events revolved around careful blendings of artist and chef, and customers ate it up, paying between $85 and $125 to enjoy a Blues, Brews & BBQ Dinner with Marc Murphy, hear a piano man play at Alex Guarnaschelli’s Scenes from an Italian Restaurant Dinner, or get down at a Rock ‘n’ Rolls Lunch with Jeff Mauro. Next summer, Food Network in Concert may really notch it up and hit the road to more cities, based on the response to the inaugural event at Ravinia. And it’s made Mansfield an even bigger fan of the food/entertainment concept. “Music,” she says assuredly, “has the power to improve a consumer’s culinary experience. By adding the appropriate music to your restaurant, you can enhance the food and positively influence the customer’s perception of the meal.” That’s why it’s also completely natural that the concert feed has as much cred as the artists now…it’s all part of the total experience. It’s why Sweetgreen, a small local chain of salad bars in Washington, D.C., launched its own music festival in 2010 with 500 people, a few bands, and some food trucks in the parking lot, calling it “a celebration of flavorful music, wholesome food and thoughtful living.” Four years later the annual Sweetlife Festival hosted 20,000 people at a sold-out show with buzzy acts like Lana Del Rey and Foster The People. Chipotle’s Cultivate

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"If music be the food of love, play on." - William Shakespeare

Festival, now in its fourth year, also cemented the connection between celebrity chefs, great Ingredients and indie music. The good-time vibe continues, with a first time partnership between Small Batch America and the 2014 Newport Folk Festival bringing artisanal snacking to the venue last July. Festival producer Jay Sweet saw it as a logical extension of what they’ve been doing for years: “Newport Folk Festival has a long tradition of introducing and supporting emerging, independent musicians – and now we’re excited to be extending that to small-batch food artisans.” Goat milk caramels, solar-popped popcorn and local creameries hobnobbed comfortably with the likes of Ryan Adams, Jack White, and Nickel Creek. Even the hedonistic ethos of the summer rock and roll and EDM festival crowd has given rise to a thirst for more than craft beers but a gamut of real, quality food. These days, you’ll find MasterChef judge Graham Elliot curating lobster corndogs, spicy Mongolian beef baos and artisan sandwiches at Lollapalooza. Coachella, another must-attend music festival, featured a pricey, locally sourced dinner series, while dozens of booths with high-end cuisine popped up at Outside Lands in San Francisco, the Governors Ball in New York City and Bonnaroo in Tennessee. And the beat goes on…in the summer of 2013, the world’s leading live entertainment company, Live Nation, made its statement to the industry by announcing that food served at its 38 amphitheaters across North America would be made only with locally grown produce and responsibly raised meat. The company also partnered with Top Chef Hugh Acheson to freshen up the menu with options for vegetarians, including a veggie burger, and this summer’s red beans and rice with crisp tofu. Dishing up 800,000 meals each summer, this was no small commitment, but Live Nation CEO Michael Rapino explained: “I know in my own home it's important for my family to buy locally grown produce, to know where our meat comes from, and to have a variety of vegetarian options whenever possible. We know from working so closely with the artist community and from the fans that come to our events, that it's important to many of them as well.” It’s a pretty long way from the 1969 Woodstock festival. When food supplies were wiped out by day three, and angry hippies had burned down the overpriced hot dog stands, Hog Farm commune activist Wavy Gravy came to the rescue. Famously comforting the hungry, long-haired masses by saying “What we have in mind is breakfast in bed for 400,000,” he followed it up with plates of handmade, allnatural granola and bulgur. On second thought, maybe we’ve just come full circle! n

Steak, Rare, With a Side of Dylan You have a way with pasta primavera, your garlic mashed potatoes are legendary, and you’re topping off hundreds of beers nightly. In the background, Sirius XM adds a steady stream of unobtrusive music. But now you’re looking to crank up the volume with some live talent. Be it string quartet, jazz combo or a rock n’ roll band, what does it take to get the party started and succeed in this tuneful space of food with a soundtrack? It’s a high-stakes juggling act, even for operators who skillfully pack the house nightly. Building a following for musical acts, they caution, can be every bit as challenging as, well, opening a restaurant. And setting the right tone will become even more important as younger customers become the target diners—more than half rate the music selection as important to their decision to visit your restaurant. Take some notes from these star players in Restaurant Inc’s Top 10 countdown to following your muse.

TOP TEN COUNTDOWN - Following your Muse!

DO YOUR DUE DILIGENCE BEFORE MAKING THE COMMITMENT TO BECOMING A MUSIC VENUE.

“Equipping your facility as a major music venue comes with significant costs for product, lighting, sound system, security personnel. You also need to understand how to work with talent management, or hire someone that knows all the ins and outs,” says Morgan Margolin, owner of Knitting Factory Entertainment, operator of music venues nationwide and an expanding restaurant division. “Consider carefully what kind of experience you want to offer the artists and the audience,” recommends Hal Real, founder of World Café Live, popular entertainment destinations that host 250,000 guests annually at its Philadelphia and Wilmington, Delaware locations, each featuring two separate stages, two restaurants and three bars. “Do you want a listening room, or more of a dance club or party bar? Will you offer your own high quality sound and lighting equipment with a professional sound technician, or will band need to bring their own?”

DECIDE ON YOUR FOCUS—RESTAURANT OR MUSIC. ONLY A HANDFUL OF OPERATORS CAN OFFER BOTH AT THE SAME LEVELS OF QUALITY.

“For us, the primary focus is that we are a music place that also happens to serve solid food and drinks,” says Real. “We’re not trying to be fine dining, we’re ‘fun’ dining, but because people come to us with fairly minimal expectations, our goal is to blow them away with variety, quality and service. But we know, it’s our music offerings that drives our customer through the doors.” “It’s hard to be a concert promoter and restaurateur and you need experience in both,” advises Michael Dorf, creator of the City Winery, a restaurant, concert venue, and fully operational

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winery. His passion for wine and almost 30 years as a music industry impresario drove the successful launches of his concept’s four locations (NYC, Chicago, Napa Valley, and Nashville), where high-powered stars such as David Byrne, Los Lobos, and Patti Smith take the stage nightly. Jerry Rasmussen is also one of the few succeeding at both, balancing brats and bands at his famed Wisconsin Brat Stop since 1961, earning a stellar reputation for great food, fair prices and for presenting household-name bands like Cheap Trick, the Guess Who, Charlie Daniels, and Puddle of Mudd. With music more of a weekend-only event, and his venue firmly positioned with agents representing popular bands in northern Illinois and southern Milwaukee, Rasmussen is able to focus on his restaurant’s robust menu most days. However, he says the concert business is much more difficult these days, and he books bands “early or late in the curve.” The Brat Stop seats 2,000, so although he’d love to have Cheap Trick back (“they’ve played here five times and they do a fabulous job”), he admits their price range and average venue size is “is way beyond us now.” Mark Dolezel, the long-time owner of Durty Nellie’s West Irish Pub in Illinois’ northwest suburban Palatine, sums it up: “Pick one and go with it.”

DON’T ADD MUSIC FOR THE SOLE PURPOSE OF DRIVING YOUR REVENUES HIGHER.

“It can absolutely go the other way,” warns Margolin, “so you need to be compelled to do this because you’re as passionate about the music as you are about your food. You have to be prepared for the pitfalls…you may even drive people away if they hear a band bashing away on the patio of their favorite Italian restaurant. But when it all comes together—to hear a great artist play, get tremendous food and attentive service—there’s nothing better you can offer, and it’s what will bring customers back.” “You can easily lose your shirt when you book professional artists represented by agents,” says Real. “Be sure you have a great, experienced coach or hire a qualified talent buyer to handle it. Even it’s just a local band, you still need to clearly work out the deal in terms of fixed fees, percentage of covers and ticket sales, any cut of food and beverage take, etc.”

CONSIDER PLAYING WITH SOME DIFFERENT, FUN FOODS ON THE MENU IF MUSIC IS ON TAP.

“I always tell the chef if he has ideas, let’s try them out as a special, and we’ve kept it going with items like mac ‘ n cheese with chorizo, Brussels sprouts with bacon, vintage sodas, draft beer flights,” shares Margolin. At House of Blues® locations nationwide, the menu varies depending on the show, says Bobby Brignola, tour marketing manager for parent company Live Nation®. “For kids’ shows, we

bring on extra popcorn, for evening jams, we offer grilled cheese sandwiches and all types of late night food.”

IF POSSIBLE, DEDICATE SEPARATE SPACES FOR CONCERT & DINING.

“I believe you need to separate the two completely, so diners can have a completely different experience than those just coming for the music,” says Dolezel, which is why at Durty Nellie’s, none of the concert sounds emanating from the 25x45-foot stage with a pumpup-the-volume sound system are audible in the main dining room. At the sprawling City Winery concepts, “we have a separate restaurant where you can just eat and a music room to just enjoy the concert,” says Dorf.” The winemaking, however, connects all— even the musicians are looking at wine barrels as they play. Rasmussen offers a different setup, but a similar philosophy. Concerts are located in the dining area, but timed to begin well after the dinner hour, at 9 p.m., and only sandwiches and drinks are available to order.

CREATE A VISION FOR YOUR MUSIC & DINING OFFERING THAT UNDERLIES THE ENTIRE EXPERIENCE.

“While our audience appreciates all three components of the experience—the music, food and wine—we are focused on the wine,” says Dorf. “Our menu is wine friendly, and the dishes enhance the diner’s enjoyment of the wine.” The music is wine friendly as well, an eclectic mix of pop, jazz, blues, rock, country, singer-songwriters. To further cement the connection, at most shows, City Winery designs a custom wine label for a specific evening and performer, and sells it like a souvenir T-shirt or hat. “Customers love it as a really unique memory of the time they spent with the artist.” Real was inspired to create “live music for grownups,” as he calls it, to provide a place for musicians who can play their best for audiences who really come to listen, and wrap it in an overall experience that’s comfortable and affordable. “We want to give people a great night, with good food and drink, world class artists, shows that start and end at a reasonable time, great acoustics, excellent sightlines, friendly staff, clean bathrooms and convenient parking—not like the old way of attending concerts.”

CONSIDER WHAT TYPE OF MUSIC AND FOOD BLENDS BEST WITH THE EXPERIENCE YOU WANT TO PROVIDE CUSTOMERS. “Know your audience,” urges Brignola, “and if they’re coming primarily for the food, let the music take a back seat. Invite a cello player or an acoustic trio, something short of a concert but very different than the radio turned up over a loudspeaker.”

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At World Café Live, where the music is the main attraction, much thought is still given to making the menus reflect the show. “At higher end jazz shows, we can offer Chilean sea bass and filet with pricier wines. For folk music, it’s more fried chicken and beer. For rock, we offer more of a bar or gastro pub menu with lots of burgers, wings, pizza, and sell fewer seats to make room for dancing,” says Real.

CONSIDER PRICING THE COMPONENTS OF YOUR FOOD & ENTERTAINMENT SEPARATELY TO MAKE IT MORE AFFORDABLE. “Our customers are in their 20s to 40s and their entertainment dollar has to stretch,” says Dolezel. “They don’t generally want to spend money on both dinner and a show, so we make it easy for them to choose.” Rasmussen’s accustomed to serving two distinct groups on concert night—the dinner crowd and the younger music lovers. Treat them right, he says, and “they’ll grow with you, and come back with their own families.”

PREPARE TO PROMOTE THE MUSIC IN A VARIETY OF WAYS, INCLUDING ASKING THE ARTIST TO SELF PROMOTE THROUGH THEIR NETWORKS. “Email blasts, social media tweets and posts to your target audiences are a must,” says Real. “For the Brat Stop, the best advertising has always been word of mouth. But emailing customers to alert them to an upcoming concert is also valuable, and you can try and get free time on local radio stations as well,” says Rasmussen.

HAVE GREAT RESPECT FOR THE MUSIC & THE MUSICIANS.

“You need to pay real attention to the quality of sound and stage, to every element of putting on a show, and make sure there are no disturbances at all during the performance,” says Dorf. Rasmussen, who has catered to his fair share of famous acts, always goes out of his way to keep his bands satisfied. Special riders in their contracts, for gluten-free bread or mineral water or specific beers, are business as usual, he says. “Almost every band has these and we meet all their requests—even the band who asked for all vegan food, and we had to cater it in,” he laughs. n

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To Train & To Serve In an increasingly competitive restaurant landscape, effective staff-training programs help to punch up the customer service experience, reduce turnover and create a happier, more cohesive team. by Min Casey

ervice, at least theoretically speaking, is a fairly simple process, insists Dave Hostetter, director of training for Lancaster, Penn.-based Auntie Anne’s®. “You take care of the person on the other side of the counter,” he says. There’s a stripped-down simplicity to that description, a purity of words that belies layers of difficulty and all the potential mistakes that can cause restaurant experiences and to go bad. “It’s not so easy to do, guest after guest after guest, to be as upbeat for the 95th customer as you are for the very first one of the day,” he adds, noting that training programs are essential tools, ace cards that help to ensure each customer at the 1,000+ unit, franchisefocused snack chain receives the same

high-level of service, regardless of where they fall in the “May I take your order” lineup.

properly tabulate a check and do it all efficiently while presenting just the right mix of personality, moxie and professional reserve most likely achieved that proficiency with the support of a solid training program. Or someone found lightning in a bottle and won’t tell a soul.

Though hard, statistical evidence remains elusive, anecdotally there appears to be a strong positive correlation between effective staff training programs and high levels of guest satisfaction. Members of Hostetter further adds that, “Intuitively, the service team who know when we all agree that good training and how to approach a table, who also leads to decreased turnover.” can guide customers through the Employees who are equipped with the ordering process, describe menu items, tools for success are more engaged ingredients and cooking techniques, in their jobs and motivated to stay remember who gets what sandwich and longer, easing the costs and business which salad is supposed to be delivered interruption that replacing workers with blue-cheese dressing on the side, navigate : Percentage of full-service the POS system,

48%

restaurants that use e-training methods. For quick-service restaurants, it is 80%.*

*Source: Council of Restaurant & Hospitality Trainers “Trends in Hospitality Training Study”

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requires. In fact, a study released in

like talking to an uncle who only shows

July by the Council of Hospitality and

up at Thanksgiving. To ease them into a

Restaurant Trainers supports that. It found

comfort zone, Hostetter’s tool kit includes

that turnover could be decreased by an

training cards that present different

average of 25% when restaurants use

scenarios, asking employees to suggest

certified trainers.

ways that personalized conversations can be sparked. “For example, if a

Front-Line Focus

man or woman in military uniform

At Auntie Anne’s, training is integral, an

a simple ‘Thank you for your service to

ongoing and ever-present process that

our country,’ or asked in which branch

helps workers build skills and advance

they serve. With training, we help them

in their careers. It also contributes to

recognize our guests as individuals, not

high levels of guest satisfaction. “A key

just an order,” Hostetter says. “That

part of our service success has been to

approach becomes part of our brand,

focus on the person at the front line, the

who Auntie Anne’s is as a company. Their

cashier who sees every single guest,” Hostetter says. “We encourage them to adopt a mindset of being in a hospitality

approaches, they might be greeted with

achieve it.” To amplify the importance of that customer-facing role, Auntie Anne’s refers to the position as host rather than cashier or order taker, a designation that also comes with a special nametag. To reach this level, employees must have successfully trained and worked through the more-entry-level production jobs of dough roller and baker. Additional training helps prepare them for interacting with customers and when they achieve those benchmark steps, the hosts are certified by the manager. “There are workbooks and tests, a training checklist for them to accomplish. “As hosts, we want them to initiate conversation, be able to read body language of guests, assess whether they are part of a group, with kids, or an elderly couple,” explains Hostetter. “We aim for something more personal than ‘Welcome to Auntie Anne’s. May I take your order?’ They represent the whole brand for us. It’s an important position.”

In the heat of service and against the ever-escalating demands of customers, the list of potential mistakes and missteps seems endless. Consumer Reports® National Research Center surveyed more than 1,000 adult restaurant patrons in March, asking them to identify their biggest beefs in the land of lapsed service. Here are top complaints and the percentage of respondents who cited them as heinous. Although a few can be attributed to flaws in the system, most directly connect to training—and that’s the good news. They can be easily corrected.

interaction time is short but we challenge them to make sure every customer leaves

Dirty utensils or dirty table

with a smile.”

role, elevate the expectations of their job and then support them as they work to

Patrons Rate the Worst Service Snafus

Invisible Line The line between a company’s culture and its training should be nonexistent, insists Josh Davies, a longtime restaurantindustry training executive and now the president of the Denver-based Center for Work Ethic Development®. “Successful restaurants don’t just make training some

Dirty or ill-equipped restrooms Impolite or condescending servers Servers w/sloppy appearance or poor hygiene Food or beverages served at improper temperature

add-on that ends up being one and done. It is part of their DNA, a key component of the company culture,” he says, adding that saying you have to train is like saying you have to go on a diet. “It won’t work if you approach it as something that has to be done. You have to have a lifestyle change, a corporate mind shift that truly believes training is more than some temporary add-on task.” Davies notes that the process involves

Meals are not what you ordered Feeling rushed to finish or leave by the server Server removing plate or beverage before you're finished Food does not look or taste as described

more than merely instructing new hires in the mechanics of their jobs. Learning

Slow service

and progressive growing must be within reach for all employees. “Training is not an isolated event. It’s a process

Gratuities 18% or more automatically + to check

of ongoing improvement. Companies should go all in if they want to succeed,

For teenagers, especially, such high levels

with full integration of training with

of engagement can be daunting, a little

existing systems. You can’t just dip a

Tables not ready >15 mins past reservation time Inaccurate calculation of check by server

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toe in the water and expect results,” he says. “It all has to work together seamlessly and within the larger structure of the business.” Technology allows training to be progressive and continuous, worked into the pattern of day-to-day operations. “A shift manager is good but it doesn’t have to be a physical person delivering the information,” Davies explains. Time clocks, POS systems, and tablets or smart phones all can be used for training. “There are lots of ways to get the information out there with enough good boilerplate content to satisfy most needs,” Davies notes. He is adamant on one point, however: “Training needs to be conducted as a dialogue rather than a monologue. No matter how good the trainer’s knowledge and materials, it won’t be effective if it all comes from one side. The learner has to be able to ask questions and make it applicable. We have limited shelf space in our brains. If we think we don’t need something, we toss it out,” he says. “But if they understand why something is important, they’ll pay attention. It’s the old WIIFM syndrome—what’s in it for

"You can’t just dip a toe in the water and expect results, it all has to work together seamlessly and within the larger structure of the business.” - Josh Davies, president of the Denver-based Center for Work Ethic Development®

me. The person leading the program has to demonstrate why it matters to their work.”

Habit Forming At The Habit® Burger Grill, a 94-unit fast-casual chain based in Irvine, Calif., training for newly hired employees starts with basic onboarding orientation, a sort of crash course into the company, its culture and job expectations. But according to Michele Lang, that’s just day one. “Training never really stops. We have a ladder system through which people can advance, learning more as they master their present jobs,” says Lang, The Habit Burger’s Director of Training and Development. “We do a lot of internal promotions and our employees always know there is room to grow, based on ability.”

For instance, The Habit has three levels for cashiers, the starting position for front-of-the-house workers. Responsibilities as well as the pay rate expand as they progress from C1 to C2 to C3, designations for cashier ladder rungs. C1-level cashiers focus on learning dining-room hospitality, specifics of the menu and how to work the register. “Our cashiers are expected to interact with customers and go into the dining room for what we call table touches,” Lang explains. “They gain experience in watching the room to see if someone needs a refill on their beverage, a little more ranch dressing for their onion rings or if there is a problem with an order.” C2 exposes them to expedite orders and work the pass-out counter where they are the last set of eyes to check the accuracy of orders while C3 asks them to communicate directly with the kitchen team.

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Supporting on-floor learning are workbooks with self-directed training matrixes that must be completed within a specified timeframe; managers certify results. The workbook is available on tablets that are used in the restaurants. Says Lang, “It requires selfmotivation to progress through the lessons and pass the tests for certification,” and that in itself is a test of their readiness to advance. Training materials are highly visual, with pictures and videos replacing reams of ponderous text. “Attention spans are really short and getting shorter,” Lang says. “We want it to be instant information. If it has too many words you’ve lost them.” And although Lang says that training materials are carefully calibrated to be as effective as possible, “We don’t want to get away from the human touch. And as we see it, everyone in the store can be a trainer. It’s all about getting better with our people.” n

Training That’s as Easy as 1, 2, 3 1. SHRINK IT Buffing up training programs can start with a commitment to three simple steps, according to Josh Davies.

“For a long time, we based the overall value of training programs on how long they take to get through,” Davies says. But that’s old school and contrary to how new generations of workers process information. “Break it into small bits, little bite-sized chunks that are shared continuously. That’s powerful and it’s possible,” he says, adding that attention spans have gotten much shorter. “Be like USA Today®. The information is there, it’s just a lot shorter.”

2. Stop thinking of it as training event.

“None of us gets excited if someone says, ‘Hey, we’re going to have some training,’” Davies notes, adding that it helps to integrate it into the flow of everyday work. “Think of it as, “It’s what we do.’” He likens it to side work, chores that every restaurant worker has to do in the course of their daily shift. “Like side work, continual training has to be done to open the restaurant at maximum efficiency. And when it’s a regular event, everyone takes more ownership of it, has the pride of accomplishment.”

3. Ensure that the business lives what it trains.

“So many managers don’t model the behaviors they expect to see. They put up a memo describing a problem and the outcome they expect to see instead of personally acting on it,” Davies says. “That will never solve the issue.”

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Contact your Reinhart Sales Consultant †

GLOBAL TAKES Restaurants are serving interesting global takes on the standard bread-with-fillings format.4

$5/case on Original Farmhouse Ham up to $100.00. $2/case on Black Oak, Hearthstone and Imperial Club Hams up to $600.00. Valid October 1 – December 31, 2014.

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By Audarshia Townsend

Restaurant Inc

The Hurt Burger Regular burger with spicy BBQ sauce and pepper jack cheese

Secret Menus Treats Cotton Candy

A sugary treat in flavors of blueberry, raspberry and lemon

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O P E R A T I O N S

ale Levitski knows a little something about VIP “treatment” in restaurants. As the runner-up on the third season of Bravo’s hit reality competition “Top Chef,” the talented, Chicago-bred toque experiences it whenever people recognize him. The best table in the house. Handshakes from the owner. And special, off-themenu dishes — compliments of the kitchen.

“Sometimes you just want to impress a diner. Just to have fun, sometimes if [our kitchen is] experimenting with a dish, [we] will just send it out to certain tables,” explains Levitski, who consciously sets aside a budget for such treats. “If you surprise people like that, you do build a solid client base.” As he settles into his new home of Nashville—as well as a brand-new restaurant—he finds this strategy more important than ever in order to connect with customers. Sinema’s kitchen is open to view all the goings-on in the dining room, so Levitski’s team will occasionally send out tasting portions of appetizers or desserts to some of the well-behaved tables. “If they’re just a super nice table, then that’s when you go the extra mile,” he says. Levitski’s miniature Croque Monsieur, which he substitutes for

Levitski prides himself on extending that same generosity at

the cheese course and serves right before dessert, is one of his

Sinema, a contemporary American, Nashville-based restaurant

signature off-the-menu items. And even more popular is a cotton

where he serves as executive chef. Fellow industry folks and

candy machine where the kitchen cranks out the sugary treat in

celebrities always get the treatment, but it’s those off-the-menu

flavors of blueberry, raspberry and lemon.

dishes, a.k.a. “secret menu” items, that are the most coveted and occasionally offered to “regular” diners as well.

Levitski says that the cotton candy turned into a great social media success for Sinema when television personality Kristin

More Secret Menus Burger King

Potbelly Sandwich Works

Once a limited-edition item on the regular menu, the Rodeo Burger has gone underground. It’s simply an upgraded cheeseburger topped with onion rings and tangy BBQ sauce.

The national sandwich chain’s super-secret menu was “leaked” to the Internet in early 2014 with instant classics such as the Wrecking Ball (A Wreck—ham, turkey, roast beef, salami—topped with meatballs, Swiss cheese, mayo, lettuce and tomato), Elvis (peanut butter, Nueske’s bacon and bananas) and Black and Bleu (roast beef, bleu cheese, lettuce and tomato).

Red, The Steakhouse

The Miami Beach-based steakhouse offers Alaskan King crab for 10 guests. It’s a tower of taste six feet tall, available November through February and must be ordered three to four days in advance.

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O P E R A T I O N S

Cavallari enjoyed it with a table full of friends. They all took

“The secret menu has doubled in size since we first opened,” he says. “It just came from stuff we wanted to eat or

selfies with the colorful candy and posted them to

what we typically throw on our burgers.” He adds

Instagram and Twitter. More than one million of

that regular customers have been instrumental in

Cavallari’s followers saw the images.

ramping up selections as well.

“It’s a head-turner in the restaurant. It

For example, he says, “Roman Style” was

makes people happy,” exclaims Levitski. Though he oversees one of the most

“When you

buzzed-about secret menus in Chicago, Tim Hockett will readily

name that

admit that he had no idea they were so popular until a few years ago. “I didn’t know anyone had one except In-N-Out Burger®,” he says. “But since opening M Burger I

sandwich after

and fast-casual restaurants

As chef/partner of Lettuce

Entertain You Enterprises’® M

as well as the menu. His

opening the first location (there are now four), he traveled the country with his business

turkey burger, etc.) placed between two grilled cheese sandwiches. Hockett says that Roman Style is one of the best sellers at the original store and even has a designated tab on the cash register. “Chicken Mikey” is another best seller that was created by a loyal customer. Called “the most secret, secret

thrilled and can

menu item,” it’s a grilled chicken breast sandwich topped

have bragging

partners for inspiration for the perfect signature burger. That consisted of a burger patty, bacon, cheese, and a secret sauce between two specially made buns. Once the regular menu was received well

friends!” – Tim Hockett

it was time to have some fun. “I wanted to bring in some fun products without overwhelming the menu,” he says. “The Hurt Burger (regular burger with spicy BBQ sauce and pepper jack) was our first offthe-menu item. It became so popular that we put it on our regular menu at the second location.” Hockett confesses that many of the products started out in the same fashion, exponentially increasing the menu.

with lettuce, pickle, onion, ketchup and

rights to his

by customers, Hockett and his team decided

90 RFSDELIVERS.COM ISSUE 4, 2014

(burger, chicken sandwich,

a week, he’s

intention was to create a

easier for customers. Before

of any sandwich on the menu

or five days

the all-American concept

as possible, making choices

week. The offbeat item consists

comes in four

Burger, Hockett helped create

menu that was as simple

the restaurant two to three times a

that guy who

can name at least 10 fine-dining with secret menus.”

created by a customer who frequented

mayonnaise. “When you name that sandwich after that guy who comes in four or five days a week, he’s thrilled and can have bragging rights to his friends,” says Hockett. “Now, that’s how you build a loyal customer base.” n

Dress Code by Audarshia Townsend

When you dine out as frequently as I do, you start paying attention to details way beyond the food, service and décor. At times, in fact, I get a little obsessed with what the staff is wearing and that can sometimes be all over the place.

Sometimes it’s a regional thing. In New York restaurants, staffers tend to be more fashion forward, while opposite coast counterparts in Los Angeles dress more laid back. But it goes further than that, of course, depending on the restaurant’s style and where the employees work in the house.

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O P E R A T I O N S

t the two Michelin® star Grace in Chicago, executive chef/partner Curtis Duffy is at the highest level concerning dress codes in his kitchen. While many fine-dining establishments allow the cooks and chefs freedom in their attire, he demands that his staff adheres to some pretty strict rules. “[They should be wearing] clean, pressed aprons [or chef’s jackets], pressed black pants and polished shoes,” he states. “We have specific standards here, and what I would love to see go away is chefs in T-shirts, clogs and headbands.” What’s ironic about Duffy’s stance on dress codes in the kitchen is that when he’s off the clock he’s typically riding his Harley and wearing tattered jeans and a T-shirt. But that’s for fun, and when he’s at Grace he is all about business. “If you went to the offices of Morgan Stanley, you will not find the CEO wearing a T-shirt and jeans. When you put on that suit, you put on a mindset that changes. You’re going to perform better,” he stresses. “In the case of chefs, we have to wear chef whites, so why not make them pressed with polished shoes?”

Duffy says that he didn’t develop his strict dress code from the many fine-dining restaurant kitchens in which he’s worked. Instead, he says, he learned from reading business books and “stepping outside of being a chef.” He adds: “Zig Ziglar is one of my all-time favorite writers and speakers, and he talks about how to be successful and the right mindset and all these great things. I used to have a 45-minute commute to college, so I’d listen to his CDs. I have learned to apply myself in the same manner as CEOs. “If you show up for work and put on the same dirty pants and apron that you had on yesterday, it can translate into your work. Every restaurant doesn’t have to be on our level as far as dress code, but what you put out there is what you give to the guests.” Duffy’s Grace restaurant features an open kitchen, so it’s understandable why he’s so strict. Other chefs with similar setups, however, allow their cooks to dress in a more casual fashion.

If you went to the offices of Morgan Stanley, you will not find the CEO wearing a T-shirt and jeans.” – Curtis Duffy, Michelin® star Grace

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ALTERED APPROACH At Nashville hot spot Sinema, executive chef Dale Levitski also oversees an open kitchen, but his chefs are allowed to wear headbands and bandanas. “Headbands and bandanas are part of our uniforms to keep the hair out of the way,” says Levitski. “The continuity in uniform is important because we have an open kitchen. You must look fairly tailored; your beard must be presentable [if you have one]. At the same time, I don’t want to tell people they cannot grow a beard; it’s not the type of kitchen that we have. We provide pressed aprons and shirts, though.” While Levitski prefers his staff to be “presentable” with no visible body piercings in his kitchen, he also doesn’t expect them to show up in full-on designer gear, either. He believes that trendy restaurants have gone overboard with their dress codes. “A lot of new chefs are getting custom-made aprons and that’s over the top,” he says. “It doesn’t have to go that far.” n

Here are some popular websites for chefs’ uniforms: Bragardusa.com

Culinaryclassics.com

Chefsemporium.com

Happychefuniforms.com

Chefuniforms.com

Hedleyandbennett.com

Chefwear.com

Kng.com

Chefworks.com

Theapronplace.com

DOWN WITH THE DRESS Surprisingly, Christopher Lee, executive chef partner at Miami Beach’s ultra-stylish The Forge, has no issue with his kitchen staff dressing down. “I feel that people should wear what they like — maybe not shorts and T-shirts—but something that is comfortable and makes them feel good,” he says. Most restaurants are trying to build an ambiance; while clothing style plays a part in that, fashion has become more personable than ever. Having a strict dress code goes against personal expression and style, and could hurt a business in the long run.”

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Getting Down to the Dirty

Would Your Operation Pass the White Glove Test? by Mary Daggett

Ask yourself: “If the health inspector came knocking tomorrow, would my establishment pass the white-glove test?” If you aren’t too sure, pull on a new pair of gloves yourself and conduct your own secret little inspection. As we all know, the foodservice world is coated with smoke, steam, greasy residue, food particles, liquid splatter and tracked-in dirt. In every direction – front and back – there are sticky floors, grimy doors, mucky ice machines, grimy exhaust fans and soiled linens. It’s enough to drive you crazy or cry out, “Gross!” One of the best ways to keep your sanity and stay on the good side of the health inspector is to strictly adhere to a regular schedule of daily, weekly and monthly tasks. After the heavy traffic of summer, fall is the opportune time to get every square inch spic-and-span with a comprehensive deep-cleaning. Taking pride in the condition of your restaurant, no matter how deep the cranny, will translate all the way to the customer.

Kitchen Conf idence

Every operation should have a checklist posted in a prominent place detailing cleaning and sanitizing procedures, including the person responsible for each task and a tick box to initial when the job is done. Identifying key areas of cleaning is based on frequency of that needed cleaning.

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O P E R A T I O N S

Your state restaurant association and your sales consultant can help with expert advice on products and processes. When training a new recruit, stress the importance of using proper cleaning techniques, and monitor their performance until they get it right. In addition, your fall house-cleaning should go in-depth, to areas often neglected. Add these jobs to your list for complete clean-kitchen confidence: o Thoroughly scrub floors underneath mats and heavy equipment. If possible, lift heavy worktables to access remote spots. o Tackle degreasing those nasty exhaust fans. The equipment will perform better, last longer and you might even prevent a fire. o Follow manufacturer’s directions to ensure that your ice machine is squeaky-clean, inside and out. Impurities in ice are one of the bogeymen that you never want to see on an inspection report. o Wash ceilings, walls, tops and sides of equipment, storage shelves, pot racks, coolers and freezers and waste receptacles inside/outside/upside down.

Stamp Out Dingy Dining Rooms & Raunchy Restrooms Just as important [as satisfying the health officials] is making a great impression on customers with your cleanliness. They will remember the fresh tablecloths, the spotless floors, the swept sidewalk and pristine restroom. The only scent they will notice is the tantalizing smell coming from your delicious menu items, or overwhelming bathroom air fresheners if you so choose. Fall house-cleaning should include attention to areas in the front of the house not normally cleaned on a regular basis. Here are several reminders to add to your checklist: o Vacuum heating/cooling vents. They’ll look better and you can save energy.

o Wipe down ceiling fan blades. Dust collects there, and can be dislodged into the dining room when the fans are turned on. o Give your seating and table bases a good scrubbing. o Wipe down walls and baseboards. One overturned tray can spatter a lot of territory. o Dust plants and their pots and remove any yellowing or dead leaves. o Empty, wash and air out salt and pepper shakers and condiment containers. They are handled frequently and can harbor a germ laboratory. o Wash all windows – inside and out. o Give giant-screen televisions and computer screens a swipe with cloths made specifically for this purpose. o Check ceilings, corners, nooks and crannies for cobwebs. They have a tendency to take flight at the slightest breeze. o Clean and sanitize all restroom surfaces from stem to stern. Do not forget light fixtures, dispensers and mirror tops. o Outdoors, pick up trash, rake leaves and sweep sidewalks. Your entrance will look more inviting, and you’ll prevent track-ins. While you’re out there, clean door handles, light fixtures, seating and outdoor menu boards. Employee morale may improve when your staff works in clean, pleasant surroundings. Speaking of staff, remind them that they are the ambassadors representing your operation. Their appearance counts big-time with customers, and they hold one of the keys to safe service. “Wash Hands Before Returning to Work” should be the mantra in every restaurant and foodservice venue. Set high standards and your employees will follow suit. Wash on! n

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CALENDAR OF EVENTS

Future Events for Foodies Atlanta Foodservice Expo Georgia World Congress Center Atlanta, GA 10/13/14-10/14/14

Michigan Restaurant Show Suburban Collection Showplace Novi, MI 10/14/14-10/15/14

Food Network NYC Wine and Food Festival Various locations in Manhattan, Brooklyn and Queens NYC, NY 10/16/14-10/19/14

Food & Nutrition Conference and Expo Georgia World Congress Center Atlanta, GA 10/18/14/-10/21/14

Big Sur Food and Wine Festival Hyatt Carmel Highlands Carmel, CA 11/06/14-11/09-14

21st Great International Beer Festival Rhode Island Convention Center Providence, RI 11/08/14

Whole Grains: Breaking Barriers Hyatt Harborside Boston, MA 11/09/14-11/11/14

11th Annual San Diego Bay Wine & Food Festival Embarcadero Marina Park North San Diego, CA 11/16/14-11/23/14

Wine, Beer and Food Festival DeVos Place Grand Rapids, MI 11/20/14-11/22/14

Chicago Food Film Festival Kendall College Chicago, IL 11/20/14-11/22/14

Potato Expo 2015

Rosen Shingle Creek Orlando, FL 1/07/15/1/09/15

Winter Fancy Food Show

CMY

Moscone Center San Francisco, CA 1/11/15-1/13/15

International Production & Processing Expo (poultry, feed and meat) Georgia World Congress Center Atlanta, GA 1/27/15-1/29/15

International Hotel/Motel & Rest. Show Jacob K Javits Center NYC, NY 11/09/14-11/11/14

Restaurant Finance & Development Conf. Bellagio Hotel Las Vegas, NV 11/10/14-11/12/14

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WINTER SNEAK PEEK

Great Places in

CHICAGO

o the Windy City we go – one of the true culinary epicenters in the country! Call it Windy City, City of Broad Shoulders, Second City, Chi-Town, or that Toddling Town…the truth is: they have damn good food in all shapes, sizes, and cuisines. Maybe we could tour the hottest new places in the River North neighborhood? Or the meat capital of the Midwest located in the West Loop and Fulton Market district. No, no, we’ll hit up Greektown and Taylor Street for some authentic Mediterranean fare. Almost too many choices that spoil us rotten… A tour of this town is like PhD schooling in the world of food and service, so we’re excited to share the enlightening details that make Chiacgo second to none. If you’d like to contribute or be considered for content in the Winter Issue or subsequent issues, email Team Reinhart at magazine@rfsdelivers.com.

THE PLACES LISTED ARE JUST A FEW WE HAVE OUR EYES ON FOR THE WINTER ISSUE:

The Gage

Timothy O’Toole’s Pub

Ronny’s Steakhouse

Positioned right by Chicago’s famed Millennium Park, The Gage serves creative American fare and beer as a premier gastropub in the city. It was opened in 2007 in a historic landmarked building, and the atmosphere is excellent, as described by frequent diners and drinkers.

This Streeterville sports bar and grill excites patrons with a wide beer selection, plethora of televisions for sports fans, and a comfortable atmosphere for pub food aficionados. Located in a perfect downtown location, just east of the famed Magnificent Mile, O’Toole’s Pub welcomes locals and tourists alike.

Nestled under an ‘El’ train track in Chicago’s Loop area, Ronny’s serves up hearty plates of steaks, ribs, chicken and more for loyal patrons. But Windy City patrons aren’t the only ones walking through the turnstiles. Crowds of celebrities and tourists flock for a big meal before a show at one of the many nearby theaters.

Chicago

To see more go to: www.thegagechicago.com

Chicago

To see more go to: www.timothyotooles.com

Chicago

To see more go to: www.ronnyssteakhouse.com

Leona’s Pizza

Stacked Pancake House

Vines on Clark

This local Italian chain has delivered delicious and authentic dishes across Chicago, making sure every citizen feels like they’re in Little Italy. With healthy portions (traditional Italian!), diverse menu options, and a family environment, Leona never fails to impress hungry customers. Oh, did we mention they are a local favorite for pizza?

Chicagoland never forgets the first meal of the day, and Stacked in the nearby suburb of Oak Lawn always delivers…pancakes, eggs, granola, corned beef, etc. They aren’t afraid to showcase the whole menu. The only problem customers encounter with Stacked? Always busy! That’s how good it is.

This sports bar and beer garden across the street from Wrigley Field brings Cubs fans, locals, and Wrigley tourists comes Americana fare with something cold and delicious to wash it down. They also love giving patrons great sightlines to an iconic Chicago neighborhood – two outdoor patios, and sports-focused décor to amp anyone up for those Lovable Losers.

Chicagoland locations

To see more go to: www.leonas.com

Oak Lawn, IL

To see more go to: www.stackedpancakehouse.com

Chicago

To see more go to: www.vineswrigley.com

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R E C I P E

Juevos Rancheros Chef Demetrio Marquez Reinhart New Orleans Division Serves: 1

½ tsp 2 oz 2 oz 1 oz 1 oz ½ oz 1 tsp ½ tsp 1 Tbsp 1/8 tsp 2 Each 1 oz

Quesadilla Rustica Portion Cost: $1.43 Suggested Menu Price: $7.95

INGREDIENTS

S E C T I O N

Profit: $6.52

Ancho chili seasoning Hashbrown potato, cubed Sweet potato, cubed Red bell pepper, diced Jumbo yellow onion, diced Jalapeno pepper, partially, seeded/diced Coarse salt Black pepper Olive oil Cilantro fresh, chopped Large egg Hollandaise sauce

PREPARATION For the Ancho Hollandaise: Mix together the hollandaise and ancho seasoning. Let sit for at least 10 minutes before serving. For the Juevos Rancheros: Deep fry the potatoes until cooked through. Drain. In a hot sauté pan, add the oil, red pepper, onion and jalapeño. Sweat the mixture for approximately 2 minutes. Add the sweet potatoes as well as the cooked cubed potatoes. Sauté for an additional 2 minutes. Poach the eggs.

Michael Armstrong Executive Chef, Bodega Negra New York City

$17.99

Serves: 1

Profit: $9.28

INGREDIENTS 1 4 oz 1 oz ½ tsp 2 tsp 6-8 2 Tbsp 1 2 Tbsp 2 Tbsp

Portion Cost: $8.71 Suggested Menu Price:

12" flour tortilla Rustica cheese mix (equal parts grated Oaxaca, Chihuahua, Cotija) Goat cheese Dried epazote, ground Minced fresh habanero Cherry tomatoes, charred under broiler Chimichurri Jalapeño, thinly sliced Mexican crema (or crème fraiche) Cilantro, chiffonade

PREPARATION Toast tortilla on a lightly oiled griddle until charred on each side; let cool to room temperature; tortilla should be crisp and dry. Top evenly with cheese mix; then add goat cheese and tomatoes. Cook in hot oven until cheese is melted, and finish under broiler to crisp the edges. Remove and season with epazote and habanero. Slice with pizza cutter in 6 even pieces, place on round 12" plate and finish with chimichurri, sliced jalapeño and drizzled crema. Garnish with cilantro.

Plate the potato/vegetable mixture. Top with the poached eggs and finish with the Ancho hollandaise. Garnish the eggs with chopped cilantro.

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S E C T I O N

Brazilian skewers w/ Chimchurri Portion Cost: Sauce Suggested Menu Price: $6.68

Chef Demetrio Marquez Reinhart New Orleans Division

$15.99

Profit: $9.31

Fire Roasted Poblano Chicken Soup Portion Cost: Chef Paul Young Reinhart Milwaukee Division Serves: 10

Serves: 2

INGREDIENTS

3 Tbsp 2 Tbsp 1 lb 10 oz 10 oz 2 Tbsp ½ tsp 3 ea 6 oz 3 Tbsp

12 oz 1 ea ½ ea ¼ ea ½ Tbsp

New York Strip (cut into 4-3 oz cubes) 12” skewer Green bell peppers (cut into ½ pieces) Red onions (cut into ½ pieces) Olive oil Cracked black pepper/ kosher salt

PREPARATION Add oil and pepper / salt to cut pieces of New York strip. Then skewer the meat, followed by peppers the onions, repeat until all is on skewer. Place skewer on medium hot grill and cook until desired temperature. Add chimchurri sauce on top of skewered steak and serve. This dish could be served with black beans and rice.

CHIMCHURRI SAUCE INGREDIENTS 1C Fresh parsley, finely chopped 6 Cloves of garlic, minced 1 1/2 tsp Smoked paprika 1 Tbsp Fresh oregano leaves, finely chopped ¼C Aged balsamic vinegar 1C Extra-virgin olive oil Salt & pepper to taste

PREPARATION In a medium bowl, add the parsley, garlic, smoked paprika, oregano, and aged balsamic vinegar. Mix until everything is incorporated. Slowly add the olive oil, constantly whisking. Season with salt and pepper. Refrigerate for at least 4 hours or overnight.

$1.74

Suggested Menu Price: $7.99

Profit: $6.25

Chipotle base base, chicken flavor paste Whole chicken Jumbo yellow onion Tomatillo Coarse salt Crushed red pepper Tortilla corn yellow Sweet corn, whole kernel Oil olive

PREPARATION For the chicken: Rinse the chicken thoroughly with cold water and pat dry. Season with salt and pepper and cook at 400°F for 45 minutes or until an internal temperature of 165° is reached. Once the chicken is cool enough to handle, pull the skin off and discard. Pull the chicken meat off the breast, thighs and legs, and reserve. For the soup: In a large pot add blended oil. Once hot add the frozen corn. Stir occasionally until a golden brown color begins to appear. Remove the corn and reserve. Add the diced onion and diced tomatillos. Cook for approximately 5 minutes, or until the mixture is soft. Add in 2 quarts of water, and the chipotle base as well as the chicken base. Whisk vigorously until the bases have incorporated into the soup. Add the salt and red pepper. Turn the mixture down to a simmer and add the chicken and roasted corn. Simmer for 20 minutes. For the garnish: Cut the corn tortilla into thin strips and fry until crunchy. Top the soup with tortilla strips and a dollop of sour cream.

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R E C I P E

Capirotada Chef Demetrio Marquez Reinhart New Orleans Division Serves: 9

Adobo Rubbed Ahi Tuna

Portion Cost: $2.28 Suggested Menu Price:

Chef Jennifer Behm Winner of FOX-TV’s MasterChef, Season 2

Profit: $3.71

ADOBO RUB 1 tsp ea Cumin, za'atar, sumac, red pepper flakes, salt and pepper. (fine grind)

$5.99

INGREDIENTS 1 1/4 C 1 1/4 C 2 (3") 4 1/2 C 1/4 C 1/4 C 2 Tbsp 3/4 C TT

Mexican Bread Pudding

Dark brown sugar, packed Water Cinnamon sticks 1/2" cubed French bread (about 8 ounces) Golden raisins Slivered almonds, toasted Butter, cut into small pieces Cooking spray Shredded Monterey Jack cheese (3 ounces) Tres leche ice cream

PREPARATION Combine first 3 ingredients in a medium saucepan; bring to a boil. Reduce heat; simmer 10 minutes. Discard cinnamon sticks. Combine bread, raisins, almonds and butter in a large bowl. Drizzle with warm sugar syrup, tossing gently to coat. Spoon mixture into an 8-inch-square baking dish coated with cooking spray. Top with cheese. Cover with foil; chill 30 minutes or up to 4 hours. Preheat oven to 350°. Bake for 20 minutes. Uncover and bake an additional 15 minutes or until cheese is golden brown. Serve warm. Serve with a scoop of tres leches ice cream, and a nice tequila liquor to pair.

S E C T I O N

INGREDIENTS

Portion Cost: $5.63 Suggested Menu Price: $15.99

Profit: $10.36

CAVIAR CHIMICHURRI 1C Parsley (finely chopped) 1/4 C Cornichons (finely chopped) 1/3 C Kalamata olives (finely chopped) 4 Lemons – zest (reserve for later) & juice 1/4 C EVOO Caviar Salt & pepper to taste CREAMY GARLIC CREME FRAICHE RISOTTO 5 cloves Garlic (smashed) 1 onion (roughly chopped) 1 small Shallot (finely diced) 3-4 C Chicken stock 2 Bay leaves ¼C Dry white wine 1¼ C Aborio rice

½C 4

Crème fraiche Chives (finely diced) Vegetable oil – for cooking

PREPARATION TUNA & ADOBO RUB: Trim tuna to 2 long, even rectangles. Combine ground cumin, za'atar, sumac, red pepper flakes, salt and pepper. Rub over tuna covering all sides, let rest for 10 minutes (while preparing chimichurri). Preheat pan with vegetable oil that just covers bottom. Sear tuna 60-90 seconds each side. Allow to rest. CAVIAR CHIMICHURRI: Combine – parsley, corchions, kalamata olives, olive oil, caviar and lemon juice. Add salt and pepper to taste. CREAMY GARLIC CREME FRAICHE RISOTTO: Bring chicken stock, garlic, onion, bay leaves to boil; steep 10 minutes. Over medium heat lightly toast rice, be sure to not brown too much; add shallots. Add enough stock to cover rice; do not move rice. Allow liquid to absorb into rice, but do not let dry completely. Add half the wine and enough stock to cover rice again. Continue this process until the rice is soft. Add crème fraiche, chives, salt and pepper. Place creamy risotto on plate, slice tuna ¼ thick, place rice on top of chimichurri and lemon zest.

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O P E R A T O R

I N D E X

Auntie Anne’s

Lone Oak Grill

Multiple Locations www.auntieannes.com [pg. 82]

Eagan, MN www.lone-oakgrill.com [pg. 20]

Bonfire

M Burger

St. Paul, MN www.bonfirewoodfirecooking.com [pg. 12]

Chicago, IL www.mburgerchicago.com [pg. 90]

Brat Stop

Marx Fusion Bistro

Kenosha, WI www.bratstop.com [pg. 80]

Stillwater, MN www.marxwbg.com [pg. 16]

City Winery

Pizza Luce

Multiple Locations www.citywinery.com [pg. 79]

Multiple Locations www.pizzaluce.com [pg. 24]

Colossal Café

Sinema

St. Paul, MN www.colossalcafe.com [pg. 22]

Nashville, TN www.sinemanashville.com [pg. 93]

Durty Nellie’s

The Forge

Palatine, IL www.durtynellies.com [pg. 80]

Miami Beach, FL www.theforge.com [pg. 93]

Grace

The Habit Burger Grill

Chicago, IL www.grace-restaurant.com [pg. 92]

Multiple Locations www.habitburger.com [pg. 84]

Hell’s Kitchen

T.J. Hooligan’s Pub & Grub

Minneapolis, MN www.hellskitcheninc.com [pg. 14]

Prior Lake, MN www.tjhooligans.com

Ike's Food & Cocktails

World Café Live

Minneapolis, MN www.ilikeikes.com [pg. 18]

Multiple Locations www.worldcafelive.com [pg. 79]

[pg. 26]

Knitting Factory Entertainment Multiple Locations www.knittingfactory.com [pg. 79]

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A D V E R T I S E R Smartfood® www.smartfood.com [pg. 1]

Unilever Food Solutions US

I N D E X

Alpha Baking Co., Inc. www.alphabaking.com [pg. 85]

www.unileverfoodsolutions.us [pg. 38-41]

Minor's®

Simplot®

Hillshire Farms®

www.flavormeansbusiness.com [pg. 3]

www.simplotfoods.com [pg. 60]

www.feedyourbottomline.com [pg. 86-87]

Sugar Foods Corporation

Windsor Foods

Roland®

www.sugarfoods.com [pg. 4]

www.windsorfoods.com [pg. 65]

www.rolandfoods.com [pg. 97]

Markon®

McCain Foods®

ConAgra Foods®

www.markon.com [pg. 7]

www.mccainusa.com [pg. 69]

www.conagrafoods.com

Capital City Fruit®

John Morrell®

www.capitalcityfruit.com

www.johnmorrell.com [pg. 81]

[pg. 27]

[pg. 103]

Advertising Information: For rates and media kit, contact Andrea Long at along@rfsdelivers.com. When contacting our advertisers, please mention you saw their ads here. ©2014 Reinhart Foodservice, L.L.C. All rights reserved. The trademarks depicted herein are trademarks (registered or otherwise) of their respective owners.

Experience the Entree

Stuffed Green Pepper Chimichanga

A modern twist to a classic Mexican meal. Ignite culinary creativity with back-to-the-basic entrées as flavorful ingredients within traditional dishes. Reach out to your Reinhart® Sales Consultant for more information and inspiring recipe ideas! ISSUE 4, 2014 RFSDELIVERS.COM 103

C O M M O D I T I E S

COMMODITIES TRACKING

LIVESTOCK

SOFTS

GRAINS

Keep your ear to the ground with commodity pricing, as it dictates food costs. Below are select prices to help readers keep track. Prices as of September 19, 2014.*

description

units price change

CBOT Corn

USd/bu.

331.50

-6.75

CBOT Wheat

USd/bu.

474.50

-14.00

CBOT Oats

USd/bu.

337.25

-5.00

CBOT Soybeans

USd/bu.

957.00

-14.50

CBOT Soybean Oil

USd/lb.

32.58

-0.29

ICE Canola

CAD/mt

397.50

-8.90

description

units price change

ICE Cocoa

USD/mt

3,259.00

+67.00

ICE Coffee "C"

USd/lb.

178.00

-3.20

ICE Sugar #11

USd/lb.

15.80

-0.15

ICE Orange Juice Conc

USd/lb.

142.75

-0.55

description

units price change

CME Live Cattle

USd/lb.

158.70

-0.23

CME Feeder Cattle

USd/lb.

228.73

+1.03

CME Lean Hogs

USd/lb.

94.85

+1.05

*SOURCE: Bloomberg.com

Is there a commodity youâ&#x20AC;&#x2122;d like to see on the chart? Email us magazine@rfsdelivers.com with your suggestion.

104 RFSDELIVERS.COM ISSUE 4, 2014

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02,

Pushing Latin Borders pg. 42

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the business of food

Grilled Shrimp

ISSUE 04: 2014

Reinhart offers multiple convenient dressings and sauces to enhance almost every recipe as is or with simple tweaks. Get flavor right from us.

In Our Communities A Tale of Twin Cities! pg. 10

Demographic Drilldown Dig In, Dine Out & Act Your Age pg. 28

Beverage Section

Musically Inspired Cocktails pg. 66