Chefs

Andrew Zimmern is an Emmy Award-winning chef and cultural anthropologist, who is best known as the host of the PBS series, “Food Paradise” and “Bizarre Foods”. He has worked as a chef at several high-end restaurants in New York City and Paris and has authored several books on food and culture, including “Land of Opportunity: How Immigrants Enter America,” a nonfiction account about the lives of immigrants in New York City. He is the co-founder of the American melting pot initiative and is actively involved with a variety of non-profit organizations that help at-risk children.

Graham Elliot is a prominent American chef and restaurateur who has been widely recognized for his creative and innovative approach to the culinary arts. He is a Michelin-starred celebrity chef, a James Beard Award-winning TV personality, and most importantly, a true foodie who loves exploring new cuisines and trying new things. He first entered the spotlight in 2006 when he won Bravo’s Top Chef reality TV cooking competition show. He’s best known in the U.S. for his stints hosting MasterChef, the American version of the famous British reality show, and his work on Top Chef. In addition to his TV work, Elliot owns several restaurants in Chicago. He’s a prolific chef and cookbook author who shares his expertise through his blog and social media accounts. Elliot also hosts a podcast with fellow chef and Top Chef host Tom Colicchio. In addition to his work as a chef, Graham is also an advocate for healthy eating; he regularly posts tips and advice on his social media pages, urging his followers to “eat well and be happy.“

Prix fixe menus have been popular across Europe for decades, but it’s only been fairly recently that they’ve gained a presence in the US--thanks in no small part to the recession in 2009. It’s a great way to get new customers in the door, and it’s also good for generating some creativity in the kitchen--as well as a chance to test out some new restaurant supplies. But as with everything, there is a right way and a wrong way to do prix fixe menus, and going about it the wrong way can be just as bad as not doing it at all. With that in mind, here are the things you need to know to successfully launch a prix fixe menu option.

Know your options

There are a few different ways to incorporate prix fixe into your restaurant’s rotation, and there are advantages and disadvantages to consider with them all. But first, you should consider whether or not the option is even worth it, or doable, for your operation. In essence, a prix fixe menu is a combo meal option: generally there’s a starter, a main, and possibly a dessert all for a standardized price. One benefit to this is that with a prix fixe menu, it’s much easier to have a per-head cost in your calculations. On the other hand, the menu may scare away some less adventurous diners who don’t want to make the initial commitment.

With that in mind, there are a few ways to incorporate the concept into your restaurant business: you can exclusively have a fixed price meal for either lunch or dinner, offer it in tandem with the regular menu, or do it only for special events. Obviously the easiest to implement would be to have a fixed-price meal available for specific occasions, such as Valentine’s Day or Mother’s Day. Such meals are a good way of putting your toe in the water, and getting a chance to see how those events go over. Another way to look at the idea is to find out which service period is slower--lunch or dinner--and either replace regular service with the set menu, or add the set menu in addition to the regular service.

Plan your rollout

Once you’ve made the decision to incorporate a prix fixe menu into your restaurant’s rotation, plan how to make it happen. This includes making menu decisions, as well as deciding how to price your fixed price menu. On the menu-planning side, an important decision to make is whether you want to stick with dishes that your restaurant already makes, or introduce something new. Both approaches have their merits: by using items your business already offers, you can stick with the usual orders for components, but offering new items for a fixed price can be a way to attract existing customers and new ones alike with the prospect of something new. Whichever way you choose to go, it’s important to stay on-brand; don’t go too far afield with new dishes, or else it won’t make any sense with the rest of your restaurant’s offerings.

From the pricing standpoint, a lot will depend on which choice you made in regards to the menu offering. The goal is to make sure that the prix fixe menu offers a value to customers--less than they would pay for individual items, if you’re using existing menu options, for example--while also making sure that costs are covered. This consideration can also play into menu choice if you decide to offer items that are not already on your menu; it’s important to find out how much the cost per head for a dish will be, and conservatively estimate early interest in the item for the sake of ordering things. If you succeed in that end of things, you’re likely to be able to find a price point that will more than justify the added menu and some additional work, while still offering a value to customers.

The great thing about prix fixe menus is that they are easy to promote, they allow chefs some creativity in the kitchen, and they are a way to control costs in a straightforward manner. By promoting your restaurant’s new menu and the great value that it offers--through social media, and possibly a few simply-designed notices in the restaurant itself--you can draw in new customers as well as bringing in existing customers more often. With a little bit of advance planning and thought, your restaurant can incorporate this clever trick that has been so popular across Europe and in other countries for so long; and in doing so, increase revenues, which you can then invest at least some of back into the business--getting new restaurant supplies to continue developing and growing.

Deciding on the perfect restaurant theme is no small task. It takes a careful blend of creativity, planning, and insight into the market where you intend to open your business.

There are countless restaurant themes to choose from; whatever you decide to go with will be unique to you, your business, and your clientele.

While diners do cite ambiance as an important element of their dining experience, it’s not everything. Cool lighting fixtures and intricate murals won’t make up for excessive noise, poor service, or low quality food. 

Here are four real examples of restaurants with distinct themes, accompanied by real online reviews of their businesses.

1. Bohemian With An Edge

A bohemian-themed restaurant is a great way to take your guests back in time, or transport them to parts unknown around the world.

Beatnik, located in Chicago, is designed to resemble the Bohemian lifestyle of 1950’s America and Europe. They incorporate exotic music, lush enteriors, and elements of old world elegance to bring guests back to the time of Kerouac and Ginsberg. 

What Their Customers Say

Alka Maheshwari, a Google local guide, writes “A beautiful place in West Town. The decor alone is worth the visit: ornately carved wooden panels to the opulent chandeliers to the checkerboard floor. Multiple small plates and sides on the menu making it easier to order a variety of dishes. All three sections of the establishment have their own charm.” 

Hunter G, another Google local guide, has a different opinion on the vibe.  Accompanying his two star review, he writes, “Horrible hostess staff. Requested a nice table because it was a special event in the reservation. She sat us at a high top in the bar area. Inside is really artsy and the atmosphere is awesome.”

What Can We Learn From Beatnik?

Beatnik’s bohemian vibe is counter-culture coolness, but an experience with poor service is always sure to ruin a night out.

2. Locally Sourced

Incorporating your values into your restaurant's theme can be a great way to connect with customers on a deeper level.
The Marshal, in New York City, is a great example of a locally-sourced, sustainability-focused restaurant that has oriented their entire business operations to reflect their values. By emphasizing the importance of locally-sourced ingredients, The Marshal sends a message to customers that they support their community, value local small businesses, and want to protect the health of the environment and their customers. They source all of their menu items from local farmers, local wineries, and local distilleries to reduce carbon emissions when shipping. 

What Their Customers Say

Noah Choi writes, “Quite possibly the best burger I have ever had: smoky flavor, very juicy, and with a bun that was literally oven-fresh.” 

Bob Kirksey, a Google local guide, writes, “Farm to table at its finest. I travel 230 days a year. Good health makes my living. Food quality and tremendous flavor are what I seek.”

Susan Rosenthal, another Google local guide, writes, “A delicious gem of Farm to Table scrumptiousness.”

What Can We Learn From The Marshal?

 Supporting your local community is always a great restaurant theme and business practice. No Farms, No Food, after all. 

3. Keep It Simple

Centering your restaurant theme around one food item is a simple and effective branding tactic. It’s also a great way to generate repeat business with customers who will view you as their “go-to” for that specific product. 

At Bang Bang Pie & Biscuits in Chicago, the name says it all; pies and biscuits are their game.

What Their Customers Say

Matthew Martin, a Google local guide, writes, “The Key Lime was probably the best I’ve ever had!”

Another reviewer's experience was a bit of a mixed bag. They write, “Food was good, not great. The biscuits were the best I’ve had at any restaurant period. Servings are terribly undersized, flavor was good.”

What Can We Learn From Bang Bang Pie & Biscuits?

Keeping your theme and menu simple can be a successful strategy, but it’s nothing if the quality of your product is so-so. 

4. Vintage Upscale

If you want to incorporate some upscale flair in your restaurant theme, attention to detail is key. 

Invest in some fancy bells and whistles to make your customers feel utterly aristocratic.

El Gaucho and AQUA by El Gaucho, both in Seattle, have a taste for the finer things. In addition to jazz on the piano and top-of-the-line service, this upscale restaurant serves a 28-day dry-aged steak and has a classy tuxedo staff. 

What Their Customers Say

Jeanie writes, “The food and the view were amazing. The service was awful. We were there to celebrate our anniversary and our-less-than-attentive waiter didn’t add to the experience. Maybe they don’t care since their tip is already included in your bill.”

Here’s how El Gaucho responded: “Thank you for taking the time to review AQUA, Jeanie. While we are happy to hear you enjoyed the views and food we are terribly sorry to hear that you experienced sub par service. We strive to create an all-around memorable visit and we apologize we were wide of the mark in this regard.”

Jonji, another Facebook reviewer, writes, “Not my first rodeo here, and I must say service and food are always top notch!”

El Gaucho’s response: “Glad to hear it Jonji. Hope to see you again soon!”

What Can We Learn From El Gaucho?

Customer relationship management is essential to the success of your business. Responding to both positive and negative reviews, like El Gaucho does, is an easy way to show existing and potential customers alike and that you value their input, and their business. 

If You Only Take One Thing Away From This Article...

Creating a phenomenal experience for your guests is so much more than just having a really cool restaurant theme. Didn't your mom teach you to never judge a book by its cover?

Your goal should be to have every guest walk away with great memories they’ll cherish and forever associate with your business. 

This article is compliments of Toast.

As always, check out Restaurantsupply.com for all your restaurant needs.

It's that time of year again. 

Each year, we strive to equip restaurant owners with the resources they need for a successful new year. 

What better way to stay on top of things than to follow this list of restaurant experts – the owners, chefs, and writers who are shaping the industry?

2017 saw a paradigm shift for many restaurants. Diners are still eating out, but their preferences have changed in many ways. Everything from the menu items they are demanding, to the ways they want to place orders, are new to many restaurant professionals. 

Restaurateurs, in order to stay on top, have been forced to respond – sometimes reactively. 

Following this list of restaurant experts will help you stay on top of the industry, and enable you to make proactive, positive decisions for your business.  

Making the List of 2018's Leading Food & Restaurant Experts

For the past two years, we've made lists for the Top 30 Experts and Top 35 Experts to follow, respectively. This year, we're upping the ante to include the 50 Best Restaurant and Food Experts to Follow in 2018.

While you'll definitely see some familiar faces, read through the list and see if you can spot who's new this year. I believe their presence on your timeline will be most welcome.

To be included on this list, one must be:

• A chef or restaurant owner.
• A restaurant chain professional.
• A restaurant consultant.
• A trailblazing food or restaurant celeb.
• A dedicated food blogger.
• A reporter or thought leader in the food and/or restaurant industry.

Additionally, these restaurant leaders must have been active on Twitter within the past month and have more than 1,000 followers. Their social reach must be great, and they must post excellent restaurant content about kitchen management, industry news, food, and/or restaurant marketing. 

The following is an alphabetical list, by first name, of the most knowledgeable professionals in the restaurant industry.

Open up your Twitter account and be sure to follow these industry professionals for some great day-to-day restaurant insights! 

The Top 50 Restaurant Influencers 

Aarón Sánchez

Award-Winning Chef, TV Personality, Cookbook Author, and Philanthropist
FOX's MasterChef / Author / Dad / mexiCAN
@AaronSanchez - Website 

Adam Goldberg

Editor-in-Chief, Drift and Ambrosia
@alifewortheating on Instagram/Facebook and @lifewortheating on Snapchat.
@LifeWorthEating - Website

Alan Liddle 

Data & Event Content Director, Nation's Restaurant News
Data and event content director. At Nation's Restaurant News since 1984. Also, researcher for Supermarket News Top 75. Formerly: daily/weekly news; restaurants.
@AJ_NRN - Website

Allie Tetreault

Food and Restaurant Blogger, Toast
Content Marketing Manager at Toast, Journalist, Blogger, Acapella alto, Wheaton College Grad. Entertainment Buff. 
@aktetreault - Website

Allison Aubrey

Food Writer, James Beard Award Winner
NPR Correspondent, PBS NewsHour contributor, mom, aspiring yogi, lavender lover.
@AubreyNPRFood -Website

Andrew Carlson 

CEO of Carson Hospitality
On a mission to bring back the customer experience to restaurants in America. Restaurant Speaker. Author. CEO of Carlson Hospitality.
@andrew1110 - Website

Anthony Bourdain

Chef, Author, and Television Personality
Enthusiast@Bourdain - Website

April Bloomfield

Chef
Holds a Michelin star at two restaurants.
@AprilBloomfield - Website

Barbara Castiglia

Executive Editor, Modern Restaurant Management
Executive Editor, Modern Restaurant Management. bcastiglia@modernrestaurantmanagement.com.
@bcastiglia44 - Website

Bradley Toft

The Restaurant Specialist
The Restaurant Guy. Husband, Dad, and a work in progress. Risk Specialist at Newman & Tucker Insurance.@BradleyToft - Website

Bret Thorn 

Food Writer, Nation's Restaurant News
Follow the adventures of a New York City food writer. Senior F&B editor, NRN & Restaurant Hospitality.
@FoodWriterDiary - Website
 

Bruce Irving

Chef and Restaurateur
Founder SPM Marketing: The #1 Digital marketing platform for pizzerias  | Speaker | Podcaster | Host of the top rated SPM Podcast : Family First 
@Irvingmedia - Website

Cheryl Bachelder

Former CEO, Popeyes® Louisiana Kitchen, Inc.
Former Popeyes CEO focused on developing purpose-driven leaders who evidence competence and character in all aspects of their lives. Author of Dare To Serve.
@CABachelder - Website

Chris Hill 

Chef, Bach Kitchen 
Leadership and Branding Restaurant Guy - Entrepreneur - Author + 2X TEDx Speaker. (Chris was also a guest on Toast's podcast, The Garnish! Listen here.)
@bachkitchen - Website

Christina Tosi

Chef, Author, Television Personality, and Owner of Momofoku Milk Bar
Hardbody for life.
@ChristinaTosi -Website

Dan Pashman

Host and Creator, The Sporkful Podcast
Creator/host of The Sporkful podcast at Stitcher and the Cooking Channel web series You're Eating It Wrong and The Snackdown. An eater, not a foodie.
@TheSporkful -www.danielboulud.com

Danny Meyer

CEO, Union Square Hospitality Group
CEO Union Square Hospitality Group. Founder Shake Shack. Always Setting the Table.
@dhmeyer - Website

Dave Gonynor 

CEO/CO-Founder, That's Biz
Helping restaurants, bars, and chains attract new customers and drive repeat visits.
@thatsbiz - Website

David Henkes

Advisory Group Senior Principal, ‎Technomic Inc.
Global food/beverage industry trendwatcher, consultant, & connoisseur. Senior Principal at Technomic. Named 1 of top restaurant experts to follow in 2017.
@davidhenkes -Website

David Scott Peters

The Restaurant Expert
I own a coaching company teaching independent restaurant owners how to use systems to be successful and profitable. We offer coaching, workshops and software.
@RestaurantXpert -Website

Devra First

Food Writer, Boston Globe
Boston Globe food writer and restaurant critic. Come for the rabbis, stay for the food.
@devrafirst - Website

Donald Burns

The Restaurant Coach™
The Restaurant Coach™, industry expert at Foodable and Toast. Former USAF Pararescue. My motto: All business problems are really people problems in disguise.
@donaldburns -Website

Eric Cacciatore

Host, RestaurantUnstoppable Podcast
Host, RestaurantUnstoppable Podcast. Successful hospitality professionals telling their stories of success and sharing their mentorship.
@EricCacciatore -Website

Gerry Ludwig

Chef, Gordon Food Service
Representing Gordon Food Service through culinary research and development, restaurant trend tracking, food writing and public speaking.
@GFSChefGerry - Website

Gordon Ramsay

Celebrity Chef, Restaurateur, and Television Personality 
Check out an awfully British experience in the heart of London York and Albany this festive season.
@GordonRamsay - Website

Graham Elliot

Chef
Chef, Restaurateur, Cookbook Author, TV Personality
@grahamelliot - Website

Heather Lalley

Editor, Restaurant Business Magazine
Editor at Restaurant Business Magazine, new restaurant concepts. Medill + Washburne Culinary grad. Previously at Spokesman Review. 
@flourgrrrl - Website

Hudson Riehle 

Senior Vice President, National Restaurant Association
National Restaurant Association - SVP, Research & Knowledge Group
@HudsonRiehle - Website

J. Kenji Lopez-Alt

Author and Chief Culinary Advisor, Serious Eats
Stay-at-Home Dad. Author of The Food Lab. Serious Eats (NYC), Wursthall, and Backhaus (both San Mateo). Husband to Adriana. Feminist. 
@kenjilopezalt - Website

Jaime Oikle

Owner, RunningRestaurants.com 
Owner, Restaurant Report and RunningRestaurants.com - Helping Restaurants Succeed and Profit
@JaimeOikle - Website

Jamie Oliver

Celebrity Chef and Restaurateur 
The latest from Jamie Oliver HQ.
@jamieoliver - Website

Jean Lee

Restaurant Social Media & Events Consultant
Restaurant PR + Social Media + Events | Food + Drink + Travel | NYC Native
@jeaniusNYC - Website

Jenna Broughton

Freelance Food and Restaurant Writer
Made in Florida. Former American Idol auditionee. Onetime sweepstakes winner. Freelance writer covering impact of tech & policy on food & agriculture.
@JennaBroughton - Website

Jenna Telesca

Editor-in-Chief, Nation's Restaurant News
Editor-in-Chief of Nation's Restaurant News. News tips? jenna.telesca@penton.com
@JennaTelesca - Website

Jim Sullivan

CEO and Founder, Sullivision.com
All about restaurant & retail Leadership Strategy at Sullivision.com Author: Multiunit Leadership & The Fundamentals. Speaker, Writer, Omnivore, Dad, Lad, Grad.
@Sullivision - Website

Jonathan Maze

Executive Editor, Restaurant Business Magazine
Executive Editor with Restaurant Business Magazine. Egghead. Married up to Haila Maze. Opinions pre-approved by a blue ribbon panel of experts.
@jonathanmaze - Website

Jonathan Waxman

Restaurateur and Chef
Chef and owner of Barbuto & Jams NYC, Adele's Nashville and Brezza Cucina Atlanta
@chefjwaxman - Website

José Andrés

Author and James Beard Award–Winning Chef
When they go low, we go high...
@chefjoseandres - Website

Julie Jargon

Restaurant Reporter, Wall Street Journal
Wall Street Journal restaurant reporter, mom of three. LA via Chicago via Denver. Hiking, running, West Coast rap.
@juliejargon - Website

Ken Burgin

Founder, Profitable Hospitality 
Helping restaurants, cafes, clubs & hotels to be more profitable - marketing, management, cost-control, training, staff. Plus the Profitable Hospitality podcast.
@KenBurgin

Keith Nunes

Executive Editor, Food Business News