Chef's Stirrings e-Newsletter, January 20, 2009

Welcome to Chef's Stirrings, Chef Magazine's monthly news highlights of what's going on in the foodservice industry and chef world. For daily news and online exclusives, please visit the new Chef's Stirrings blog.

In this issue of Chef's Stirrings:

• Iconic Manhattan restaurant closes
• 'Resolutions' for surviving tough times
• Mighty Leaf Tea to serve as James Beard Foundation House purveyor
• Electrolux Professional announces new president of Food Service Americas Division
• Connecticut enacts olive oil regulation
• Share Our Strength launches fifth season of A Tasteful Pursuit
• National Mango Board updates Web site for foodservice
• Ocean Spray announces Ultimate Cranberry Recipe Contest winner
• Produce Excellence in Foodservice Awards nominations open
• Cost-effective ways to market your business
• Register for the FENI Summit

Got a news item? Send it to us for consideration.

Sincerely,

The Editors, Chef Magazine

If you'd like to comment on Chef's Stirrings' news below, just click the title, and you'll be brought directly to the blog to post your comment.

Iconic Manhattan restaurant closes
According to a recent Associated Press article, New York City's Rainbow Room closed the doors to its Italian-themed Rainbow Grill Jan. 12, due to economic strain and an ongoing lease dispute. The bar and banquet space (as well as the famed dinner-and-dancing nights) will continue operation on the 65th floor of Rockefeller Plaza, but the company will be cutting around 25 percent of its employees. The Rainbow Room "symbolized cosmopolitan elegance" when it opened in during the Great Depression in 1934.

'Resolutions' for surviving tough times
For many of us, the start of a new year signals resolutions--especially to ensure the success of our businesses. American Express OPEN has made it a little easier for chef-owners to refocus their businesses this year, despite the economy (which some restaurants, like the iconic Rainbow Room, have succumbed to). OPEN has paired up with Tom Colicchio and Sara Moulton for The Business of Food, available at www.openforum.com/food, a video-clip series of the two celebrity chefs discussing foodservice business topics, ranging from online marketing to understanding customers.

The following insights were offered by Colicchio in conjunction with an event hosted by American Express OPEN:

1. If you're starting a restaurant and you are not a chef and have to hire one, remember that an ability to cook is only part of it. You need someone who understands the business of running a kitchen — they must be able to manage food costs and labor costs.
2. Going from 1 to 2 restaurants is the hardest step – you're doubling your business. Don't underestimate it.
3. Hire people you trust, and don't micromanage them.
4. Eat at your restaurant regularly – you will see things completely differently from the dining room table than you will in the kitchen.
5. When financing a restaurant, keep in mind you can lease almost all your kitchen equipment. It will keep capital costs down.
6. Make sure you're not undercapitalized – have at least two months of payroll in the bank.
7. It's important to have some sort of mission statement and to make sure the staff understands and follows it.
8. Training is something that never ends – new employees are always coming through, and it's good for everyone on staff to be reminded of what the business stands for and what's most important.

The following insights were offered by Moulton in conjunction with an event hosted by American Express OPEN:

1. Get good training, whether it is on the job or in cooking school, and continually hone your skills.
2. Be willing to do anything, and work any hours for any pay.
3. Apprentice yourself to great chefs (if you tell them what I said in #2, you will not have a problem).
4. Travel if you can, and try all the local food wherever you go. If you cannot afford to travel, eat out at authentic ethnic restaurants in your town, or cook from a variety of international cookbooks.
5. Read everything you can about food, all the food and travel magazines, food sections of newspapers, blogs, books about food and the science of cooking, as well as cookbooks.
6. Take a class in food writing and recipe writing.
7. Network – make friends in the industry and help them. If you do, they will help you, too. Also remember to be a friend to a colleague when they are going through good times AND bad times. Join culinary groups and be an active member. Be nice to everyone you work with and come in contact with from the lowest person on the totem pole to the highest person. You never know where they might land.
8. Figure out what you do best (for me, it is teaching, doing cooking demos, whether on television or for a live audience), and do a lot of it.
9. Figure out your brand (mine is to be the gal who helps the harried home cook get a healthy quick dinner on the table during the work week), and do anything you can to advertise it.
10. Hire a really good publicist and/or agent. You will need help in spreading your message.

Mighty Leaf Tea to serve as James Beard Foundation House purveyor
Mighty Leaf Tea, the originator of artisan-blended whole leaf teas, has announced an exclusive partnership with the James Beard Foundation, the highly regarded nonprofit organization whose mission is to celebrate, preserve and nurture America's culinary heritage. Mighty Leaf Tea will serve as the official tea provider for the James Beard Foundation and the renowned James Beard House. This relationship will be an integral part of the Mighty Leaf Tea Foundation, which works with artisans around the world to contribute to their success within their specialized craft.

The James Beard Foundation has specially selected Mighty Leaf Tea as one of its exclusive House Purveyors, which serves to provide product to chefs cooking at the Beard House. In turn, Mighty Leaf Tea will serve its collection of premium whole leaf teas at events and special programming at the James Beard House for the 2009. At the heart of this new partnership is an overarching goal to support the growth of the culinary arts in communities throughout the United States.

Mighty Leaf Tea first embarked on its partnership with the James Beard Foundation in November 2008 with the "Dumplings & Dynasties" fund-raising dinner and auction. At the event, Mighty Leaf's premium blends were introduced to the James Beard Foundation's friends and donors. Mighty Leaf Tea will continue to work closely with the James Beard Foundation to provide tea to noted chefs affiliated with many of the finest restaurants and top-rated hotels in the country.

Electrolux Professional announces new president of Food Service Americas Division
Mark Whalen has been named president of Electrolux Food Service Americas Division. Whalen is an industry veteran with more than 30 years of experience. He has previously led the efforts of Jackson, Vulcan-Hart and Victory and serves on the board of directors for the North American Association of Foodservice Equipment Manufacturers. In his new role, Whalen will be responsible for all aspects of the foodservice equipment business in the region.

Other top-level operational changes at Electrolux Professional North America as of Jan. 1 include Alberto Zanata's return to Electrolux Professional headquarters in Europe to take over the role of vice president of global business development. Dr. D. Munchow, executive vice president Electrolux AB, will take over the responsibilities associated with Zanata's previous role of president of Electrolux Professional North America.

Connecticut enacts olive oil regulation
The North American Olive Oil Association (NAOOA) applauds the state of Connecticut for enacting a new regulation that adopts the International Olive Council standard for olive oil for all olive oils sold in Connecticut.

"This regulation coming to fruition is a perfect example of an industry looking to do the right thing," Bob Bauer, NAOOA president, said in a press release. "The NAOOA approached officials, explained the problem and worked through the entire process to help bring about this new regulation."

The regulation was needed, Bauer said, because no federal standard of identity exists for olive oil.

"Meanwhile, the International Olive Council–a group formed by the United Nations – through the expertise of olive oil experts around the world, has had a standard in place for years that's followed by the overwhelming majority of the industry. For example, a condition of NAOOA membership is that members must agree to adhere to the IOC standard."

Bauer said Connecticut is the first state to adopt the IOC standard. As of Jan. 1, California also has standard that nearly matches the IOC standard. NAOOA hopes to get other states involved.

For more information about olive oil and the NAOOA, visit www.aboutoliveoil.org.

Share Our Strength launches fifth season of A Tasteful Pursuit
In 2009, some of the nation's most recognized chefs will once again band together on a national tour to fight childhood hunger in America. Share Our Strength's A Tasteful Pursuit, presented by Lexus, a national touring dinner series, will make stops in the nation's top culinary cities. The series will launch Jan. 26 at the prestigious Lever House in New York City. Other tour stops include Los Angeles, Washington D.C., Cleveland, Dallas, Nashville and Palm Beach. Funds raised from the dinner will support Share Our Strength, a national organization working to make sure no kid in America grows up hungry.

A Tasteful Pursuit's founding chef and now the executive chef of the Lever House, Bradford Thompson, will be this year's national spokesperson. Thompson will participate in events throughout the season. An award-winning chef and a strong advocate for Share Our Strength, he has been honored as one of Food & Wine Magazine's Best New Chefs of 2004, and was the recipient of the prestigious James Beard Award: Best Chef Southwest in 2006. In 2005, Share Our Strength honored him as its Outstanding Chef of 2005, for his extraordinary contributions to Share Our Strength and his efforts to ending childhood hunger in his community.

The 2009 tour features chefs from across the nation, including:

For information on upcoming events, visit www.ATastefulPursuit.org.

National Mango Board updates Web site for foodservice
As part of its new foodservice initiatives, the National Mango Board has updated its Web site, www.mango.org, to include a more extensive foodservice section. A detailed section on selection, ripening and storage of mangoes is designed to educate foodservice professionals on the three levels of ripeness, including unripe (green), ripe and fully ripe mango, as well as how those flavors impact certain dishes. The site includes information on best practices and expectations as they relate to average fruit yield per mango and a simplified recipe section that includes recipes with mangoes of all ripeness levels

Ocean Spray announces Ultimate Cranberry Recipe Contest winner
Chef Justin Ward—a member of the culinary faculty at The International Culinary School at The Art Institute of Atlanta, as well as the owner of Leapfrog Restaurant Solutions and chef/owner of Hungry Monkey Catering—was the $25,000 foodservice-category winner of Ocean Spray's Ultimate Cranberry Recipe Contest. Ward's winning original recipe was pork tenderloin with cranberry mole and cranberry salsa (recipe below). The winners were announced on Oct. 7 at a private cocktail party that coincided with the debut of Ocean Spray's 2008 "Bogs Across America" tour in New York City, where about 2,000 pounds of cranberries were on display in a free-standing urban bog.

Pork Tenderloin with Cranberry Mole and Cranberry Salsa
Chef Justin Ward, The International Culinary School at the Art Institute of Atlanta

Yield: 12 servings
4 (12-14 oz. each) pork tenderloins, trimmed
2 t. kosher salt
1 t. pepper Cranberry Mole (recipe follows)
Cranberry Salsa (recipe follows)
12 cilantro sprigs, garnish

Method (1) Preheat oven to 350°F. (2) Place pork in large bowl. Rub with chili powder, salt and pepper. Place pork on oven rack with baking sheet underneath. (3) Bake for 20-25 minutes or until internal temperature reaches 150°-155°F. Let stand for 5 minutes before slicing into 1/4"-thick pieces. (4) Ladle 3 oz. Cranberry Mole in center of each plate. Shingle 4-5 pork pieces over mole. Spoon Cranberry Salsa over pork, being careful not to cover all of meat. Garnish each plate with cilantro sprig.

Cranberry Mole
1 (6-oz.) bag Ocean Spray Craisins Trail Mix Cranberry & Chocolate
1/2 c. red onion, chopped
3 1/2 T. chili powder
1 c. water 3/4 c. Ocean Spray Jellied Cranberry Sauce
Kosher salt, to taste

Method (1) Place trail mix, onion and chili powder in 6-qt. saucepan. Cook over medium-low heat, stirring frequently, for 6-8 minutes. (2) Add water and cranberry sauce. Increase heat to medium. Simmer, stirring frequently, for 15 to 20 minutes or until mole is thickened. (3) Place sauce in blender. Blend on high speed until smooth. Add salt to taste. Return mole to saucepan to keep warm.

Cranberry Salsa
1 c. chopped Ocean Spray Craisins Original Sweetened Dried Cranberries
1 c. cucumber, peeled, seeded and diced
1/2 c. red onion, diced
1/4 c. fresh cilantro, chopped
Juice of 2 limes
1 T. Ocean Spray Jellied Cranberry Sauce
Kosher salt and pepper, to taste

Method (1) Combine sweetened dried cranberries, cucumber, onion, cilantro, lime juice and cranberry sauce in large bowl. Mix well. Season to taste with salt and pepper.

Produce Excellence in Foodservice Awards nominations open
The competition is underway again to honor companies and chefs among the foodservice industry's top produce performers in the United Fresh Research and Education Foundation's Produce Excellence in Foodservice Awards, sponsored by Pro*Act.

Winners will be honored in each of five business categories: Fine Dining Restaurants, Casual and Family Dining Restaurants, Quick Serve Restaurants, Business in Industry/Colleges and Hotels/Healthcare Operations. Nominations must be submitted before Feb. 15, 2009, and a nomination form is available online at the United Fresh Produce Association Web site.

Either individual chefs or companies can be nominated. Winners will be selected based on examples of how nominees incorporate fresh produce into menu development, use protocols for correct storage and handling of produce, and build an overall positive dining experience featuring fresh produce. Winners will be selected by a panel of United Fresh member representatives focused on excellence in the foodservice sector.

The five winning chefs and their corporate executives will receive complimentary airfare, two nights hotel accommodations and registrations to the United Fresh show, April 21 to 24, 2009, in Las Vegas. The winners will receive their awards at the Annual Awards Banquet Thursday evening, April 23. The chefs will also participate in United Fresh's convention education program to share their views on produce trends in foodservice.

Cost-effective ways to market your business
Contributed by Janet Holian, president of VistaPrint Europe

Your customers are your livelihood. You need them to dine at your restaurant on a regular basis. They know who you are, but do they think of you when the need arises? How can you market your restaurant without breaking the bank? This step-by-step guide will help you grow your business through marketing in a cost-effective manner.

Define yourself. The first step is to determine your brand. A brand is the identity of your organization. It is what people think of when they see your company name. No one element makes up a brand. It's a patchwork of multiple factors, some tangible and some not, that tell your customers what you stand for and the type of products or services they will receive when doing business with you. Whatever you do, define your brand, and ensure it's conveyed in all materials.

Second, develop a powerful logo. The logo of your company is often the first thing someone sees. Do not take it for granted. It should communicate the values of your company—strong, dedicated, customer-focused, etc.—and be on all of your marketing and branding materials.

The third step is to design and print your marketing materials including business cards, letterhead, brochures, note cards and post cards. Consistency is key and all materials should have the same look and feel. Don't underestimate the power of the business card when determining which products to incorporate into your marketing plan. It is often the first thing someone sees when you meet them for the first time and they are you when you aren't there. Make sure your business cards are high-quality, full-color and make an immediate impact. Use the back side of the business card for a map to your office or special coupon to drive more sales. If you leave the back of your business card blank, it's a lost marketing opportunity.

Promote yourself. Once you know who you are as a company and what you want to convey, now it's time to promote yourself. This should be done in several ways. Stay in front of your customers every day and look for cost-effective options with staying power. Business-card magnets are a great way to ensure that your customers will place your business and contact information in a frequently viewed location like the refrigerator. Also consider other giveaways listing your company name and contact information. The more you can stay top of mind, the better off you will be.

It is also important to go the extra mile to distribute your contact information anywhere you can. Design bright, colorful postcards that can be posted on bulletin boards all around town or handed out at tradeshows, conventions or networking events. Consider vertical cards to stand out from the crowd. Include eye-catching photos or illustrations related to your business and include discounts to encourage people to respond.

In addition to posting cards, design a direct-marketing campaign to existing customers that makes an impact. Align your campaign with your brand, and look for high-impact, full-color postcards that inform customers of your latest successes or upcoming sales. The design of the cards is important so in this instance, also consider vertical cards instead of horizontal ones to stand out. The frequency of the communication is important. Mail your customer base twice a month for the best response. If you have time, identify an excellent list broker, and locate lists that make sense for your business. Direct marketing to potential customers can also be an effective way to grow sales.

Build your business. Now that you have customers, it is important to use them to build your business. To accomplish this, customers must feel appreciated. Let's face it: There's no substitute for a handwritten note. They are inexpensive and have a strong impact. Sending handwritten cards to key customers for special sales or discounts is very effective. Handwritten thank you notes are also appreciated and make a lasting impression because they show that you go the extra mile.

Also, don't forget the holidays. Holiday cards are an important way to let your customers know that you appreciate them. Pick high-quality, cost-effective, color cards. Make sure your logo and company messaging are integrated into the cards. Consider sending cards for Thanksgiving or customer birthdays to stand out from the crowd. If your business is seasonal or cultural, use holiday cards to celebrate related holidays like St. Patrick's Day or the beginning of summer.

While handwritten communication really enables you to stand out, do not forget to communicate with your customers via e-mail in addition to regular mail. Match your e-signature to your business card with unique e-business cards—electronic versions of your business cards that are included in every e-mail.

And finally, encourage referrals. Your customers are your best sales force and getting them to speak for you is extremely effective. Encourage customers to forward contact information via e-mail or in person. This is an excellent way to increase your customer base. Consider a referral program that offers a discount or entrance into a contest to anyone who refers a successful sale. No matter your budget, these simple tips will enable you to keep your company's name in front of your customers and get your name in front of new customers to directly impact your bottom line for years to come.

Register for the FENI Summit
The 2009 Foodservice Educators Network International (FENI) Educators Summit is just around the corner, and there is still time to register! The FENI Summit will be held in Las Vegas Feb. 14 to 17 at the Tuscany Suites & Casino. This year, the offerings include more than 40 Master Classes, educational roundtables and speakers, as well as special events and awards ceremonies for poster board winners and the Educators of the Year. FENI's host school, Le Cordon Bleu College of Culinary Arts—Las Vegas, offers a spacious facility with modern labs and state-of-the-art equipment. Please visit www.vegasculinary.com to discover more about our host school. Click here to download the 2009 FENI Summit Agenda and Registration Form, or visit www.fenisummit.com.

If your focus is hospitality education, you won't want to miss the inaugural Hospitality Educators Leadership & Development Conference. Continued training and leadership technique improvements are requisite for maintaining top performance in the hospitality field. Held in conjunction with the FENI Summit, this conference will help you to gain fresh ideas for achieving a balance of excellence and respect as a leader within your group. The Hospitality Educators Leadership & Development Conference is in cooperation with the University of Nevada, Las Vegas and other leading hospitality-training programs and service providers industrywide. Click here for the registration form.