WFF promotes Mason

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The Women's Foodservice Forum (WFF) has promoted Anna Mason to vice president of operations and general manager, effective immediately.

Mason began her tenure with WFF in 2007 as events director, where she managed WFF events such as the Annual Leadership Development Conference and Executive Women's Summit. She will now oversee all general operations of the organization in addition to providing event management leadership.

Prior to joining WFF, Mason was president and owner of Business Solutions Specialists, assisting companies with supply chain management, reverse logistics and trade show and meeting planning. She also has held various roles at PepsiCo Foodservice, Wilbur Boyd Development Co. and Buffalo Courier Express (defunct).

For more information about Women's Foodservice Forum, visit www.womensfoodserviceforum.com.
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Getting a little greener

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by Maggie Shea

This article is the online exclusive Business Wise column for the June 2010 issue of Chef Magazine.

Foodservice establishments use five times more energy per square foot than any other commercial building, according to data from the National Restaurant Association (NRA). And Pacific Gas & Electric's energy efficiency advocacy program Food Service Technology Center reports that 80 percent of the $10 billion annual energy bill for commercial foodservice is expended through inefficient cooking.

As reports like these continue to surface, restaurants are under intense pressure to abandon some old bad habits and become more energy efficient. While this may seem like a daunting task, much of what operators can do are simple and commonsense changes to the way they operate on a day-to-day basis. Christopher Moyer, project manager of Conserve, the environmental initiative of the NRA, says that a lot of the inefficiencies simply come from bad habits.

Leaky faucets can waste up to 20 gallons of water in a single day, according to Conserve.

"One example is a lot of restaurant owners are not shutting things down when they should be or turning things off when they aren't using them," he says. "You may not even use a piece of equipment for the first 45 minutes of service but you turn on all 20 of them at the same time. It's not just wasting energy, it's wasting money. But I don't think anything's deliberate--we are creatures of habit."

Other common oversights might be running the dishwasher when it's not full; leaving small appliances like computers, coffee makers or POS systems plugged in when not in use; or not fixing leaky faucets, which can waste up to 20 gallons of water in a single day.

Moyer says that aside from long-term savings and positive environmental impact, conservation is simply a better restaurant business model. "Our mantra has been, even with Conserve, it's about being conservation-minded and physically conservative as well. To make $10, we have to sell $200 worth of stuff. Part of that is looking at energy costs and water costs. You can literally save thousands of dollars a year with little changes like these."

While replacing dishwashers, coolers and hoods with energy-efficient equipment will save a restaurant money over the long term, often such overhauls will cost restaurants tens of thousands of dollars. Moyer says it's best to start by changing small habits and working up to the big investments.

"There are so many things that require no investment, only an investment of time or learning what you have to do," he says. "There are so many no-brainer things out there that don't require a specialized piece of equipment. Take, for example, the hose you use to fill buckets to mop the patio or sidewalk outside. Grabbing something like a broom will get the job done quicker and faster with no water. By using a broom instead of a hose to clean your sidewalk, you can save up to 80 gallons of water. Or if you have a reach-in cooler, invest $15 in a cart. That way, you can move everything from the reach-in to the walk-in cooler at night. Then you can shut that piece of equipment down, saving you 12 hours of energy overnight. Sometimes you just have to think outside the box a little bit."

A few resources for getting started:
  • The Food Service Technology Center Web site (www.fishnick.com) offers information on equipment performance, expertise in commercial kitchen ventilation, water heating and building energy efficiency, including lighting, glazing and HVAC. Operators can also download a free self-site survey at www.fishnick.com/about/services/sitesurveys/2009_Energy_Survey.pdf, which provides an itemized list of the energy- and water-using systems of a typical commercial foodservice establishment that should be targeted during a commercial foodservice energy audit.
  • The EPA Energy Star Web site (www.energystar.gov/cfs) has made a new restaurant guide available for commercial foodservice, which helps restaurant owners and operators improve the performance of their facilities and equipment while reducing energy costs. The PDF guide is also available here.
  • Greener Restaurants is an initiative launched by Conserve and FSTC that provides online tools and education to help restaurants green their business, reduce operating expenses and improve the bottom line. Greener Restaurants offers a starting point for restaurants looking to start reducing their environmental impact and provides value and recognition to operations that have already begun.
  • The Consortium for Energy Efficiency (CEE) is a consortium of efficiency program administrators from across the U.S. and Canada who work together on common approaches to advancing efficiency. Visit www.cee1.org for more information.
  • The Green Seal Environmental Standard for Restaurants and Food Services, or GS-46, establishes environmental requirements for restaurants and foodservice operations that have been operating for at least three months preparing and serving food to the general public or private consumers. This includes full-service, limited-service, noncommercial and catering operations. The standard focuses on leadership in environmental improvement in food, waste and energy. And ensure the products you're buying are environmentally friendly by searching for the Green Seal label (pictured, right) on the package. A Green Seal-certified product must meet the Green Seal environmental standard for the category as demonstrated by rigorous evaluation, testing and a plant visit. Green Seal provides third-party corroboration of environmental claims and distinguishes products from competitors that can't support their environmental assertions. The Green Seal certifies everything from coffee filters, parchment and toilet paper to dinner and beverage napkins. Visit www.greenseal.org. To search for specific certified products and services, click here.
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Chefs donate time for 30th annual Napa Valley Vintners auction

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At the 30th annual Napa Valley Vintners' (NVV) Auction Napa Valley, more than $8.5 million was raised on behalf of nonprofit organizations supporting healthcare, youth services and affordable housing. The four-day event, which was held during the first weekend of June in Napa, Calif., included a live auction, wine tastings and lunch and dinner prepared by 16 of the top U.S. chefs. A total of 2,000 bidders and vintners attended.

(l to r) Chefs Suzanne Goin of Lucques, Los Angeles; Melissa Perello of Frances, San Francisco; Carrie Nahabedian of Naha, Chicago; and Suzanne Tracht of Jar, L.A., prepared dinner after the live auction ended on Saturday, June 5*

Auction Napa Valley, established in 1981, is an annual fundraiser hosted by the Napa Valley Vintners, a nonprofit trade association representing nearly 400 wineries in Napa Valley. To date, Auction Napa Valley has raised $90 million for various nonprofit programs.

*Photo courtesy of Jason Tinacci/TinacciPhoto.com
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Creative street-food brunch at '10 NRA Show

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On May 22 before the start of the National Restaurant Association (NRA) Restaurant, Hotel-Motel Show in Chicago, Land O'Lakes Foodservice hosted a brunch for more than 400 of it customers. The event, held at the Willis Tower (formerly Sears Tower), was put on by Land O'Lakes Foodservice's sales, marketing and culinary teams.

Capitalizing on the street food trend, the brunch was inspired by the theme "Carnival of Cuisine," which included stylish displays to coincide with an array of unique product offerings in an amusement-park atmosphere. Major entrées included Coney Island Pups (recipe, below), Ribeye Roast with Black Garlic Alfredo and Bumper Car Omelets made with Land O'Lakes cheeses. Other on-trend recipes were highlighted, such as Fire-Eating Queso made with Land O'Lakes Extra Melt and Golden Velvet, and Blue Ribbon Desserts prepared using Land O'Lakes butter.

"Our whole intent was to inspire our guests and spur their imaginations with exciting new menu ideas that can be used to differentiate their menus," Land O'Lakes corporate chef Michael O’Donnell (pictured, left) said in a press release.

For more information, visit www.landolakesfoodservice.com.

Coney Island Pups
Land O'Lakes Foodservice;
wine pairing by Chef Magazine's wine consultant Marlene Rossman

Yield: 60 hot dog pups

12 oz. (2 c.) Sysco Classic cornbread mix
9 oz. buttermilk
2 oz. water
6 good-quality skin-on hot dogs (3/4" diameter)
60 toothpicks, at least 3 1/2" long (standard toothpick is 2 1/2 inches)
Jalapeño Mustard (recipe follows)
Buttery Ketchup (recipe follows)

Method (1) Combine cornbread mix, buttermilk and water. (2) Cut hot dogs into six 1/2" slices. Pat dry. (3) Insert toothpick into the side of each piece of hot dog. Dip into batter; allow excess to drip off. (4) Hold battered hot dog (by the toothpick) in 350ºF oil for 10-15 seconds to set batter. (If corn dog bites are to be frozen, place on a parchment-lined sheet tray at this point. Place in blast freezer until firm.) (5) Release into oil and continue frying for 30-45 seconds until golden brown, turning if necessary. Drain. (If cooking from frozen, fry corn dog pups for 3 minutes.) (6) Serve Coney Island Pups hot with 1-1 1/2 t. Jalapeño Mustard and 1-1 1/2 t. Buttery Ketchup.

Jalapeño Mustard (makes scant 2 c.)
8 oz. yellow mustard
6 T. fresh jalapeño, diced fine
2 t. Cholula sauce
4 oz. Land O'Lakes Butter Sauce Base

Method (1) Combine mustard, jalapeño and Cholula in a food processor. (2) Add Butter Sauce Base. Process to combine. (3) Heat to 165°F.

Buttery Ketchup (makes 3/4 c.)
4 oz. ketchup
2 oz. Land O'Lakes Butter Sauce Base 2 ounces

Method (1) Mix ketchup and Butter Sauce Base.

Wine pairing: Blackstone Zinfandel 2008 (California)
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NRA: Restaurants will add 428,000 jobs this summer

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Restaurants are expected to add 428,000 jobs this summer season, a 4.6 percent increase over the March 2010 employment level, according to recently released projections from the National Restaurant Association.

With nearly 13 million employees, America's restaurants are the nation's second-largest private-sector employer and job-creator behind the construction industry. Eating and drinking places added 422,100 jobs (a 4.6 percent increase) during the 2009 summer season, and 352,900 jobs (3.7 percent increase) during the 2008 summer season.

The states projected to add the most eating and drinking place jobs during the 2010 summer season are New York (38,300), California (30,400), Texas (28,100), Massachusetts (24,800), New Jersey (24,600), Illinois (19,900), Ohio (19,800) and Michigan (18,600).

To download the PDF of NRA summer employment projections by state, click here. For the PDF of summer employment trends, click here.
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Chefs, consumers gather for 28th Food & Wine Classic

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The 2010 Food & Wine Classic takes place June 18 and 19 in Aspen, Colo. The 28th annual event brings together a star-studded lineup of food and wine industry members for cooking demonstrations, special events, seminars and wine tastings.

This year, QVC.com will provide behind-the-scenes highlights and video content from the event such as celebrity chef interviews and tips from experts including American cheese expert Laura Werlin and chefs Art Smith, Jacques Pepin and Rick Bayless. Viewers can tune in to QVC on June 18 at 3 p.m. EST and June 19 at 2 p.m. EST, or visit www.QVC.com. For more information about the Food & Wine Classic, click here.
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Fatz Cafe raises $142k for local charities

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Fatz Cafe has so far raised more than $142,000 through pancake breakfast fundraisers at its various locations throughout the southeastern U.S. Fatz Cafe partners with nonprofits including schools, churches, community groups and youth sports organizations to prepare and host the fundraising breakfasts. Then the proceeds are all donated to the participating nonprofits.

"Our goal is to help as many different community organizations as possible by inviting them to participate in a breakfast fundraiser at Fatz Cafe," said Margo Mize, director of marketing for Fatz Cafe, in a statement. "We value our relationships with these organizations and we hope our combined efforts make a difference in the communities we serve."

Fatz Cafe operates 47 restaurants in the Carolinas, Georgia, Tennessee and Virginia. For more information and a listing of Fatz Cafe locations, visit www.fatzcafe.com.
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More NRA Show wrap-up: Editors' picks

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by Chef Magazine staff

Last month, the editors of Chef spent four jam-packed days at the 91st annual National Restaurant Association Restaurant, Hotel-Motel Show at Chicago's McCormick Place. Between all the press events, education sessions, special events and demonstrations, they caught their breath long enough to reflect a bit on their favorite moments from the show. Read on to see what caught their attention this year.

Cruising the show floor in the North Hall*

A worthy cause is worth your while
From fixing the childhood obesity problem to aiding the cleanup on the Gulf Coast, there is no shortage of charitable opportunities for foodservice businesses to get involved in. Philanthropy and cause marketing are excellent tools for restaurants to build awareness and drive traffic, all the while doing some greater good in the community--and it's easier than you think to get started. That was the message at the "Winning Share of Heart: Strategies for Building a Cause Marketing Campaign," which was moderated by Paula Berezin, president and chief strategist of Chicago-based Social Capital Partnerships, on Saturday, May 22. Berezin first outlined the four main points in a successful cause marketing campaign before opening up the discussion with the panelists:
  • Authentic brand fit--A restaurateur should choose partnerships carefully that align with the restaurant's brand and image, as well as the issues that are of most concern to the employees and guests.
  • Engage consumers--Stay relevant, and get creative with your calls to action to engage your guests. Think volunteer, advocate, donate. Have simple and tangible ways for consumers to get involved (i.e., $1 from the meal goes to planting one tree).
  • Engage stakeholders--The people who work for you can accelerate the cause. Get your employees involved (and excited), and oftentimes the rest happens organically.
  • Stick with it--Be consistent, and dedicate your resources to furthering your chosen cause. Keep it fresh so guests and employees don't get bored with it.
The panel consisted of Diana Hovey, senior vice president of marketing for Dallas-based Corner Bakery; Brian Foye, senior vice president of operators for Orlando, Fla.-based Capital Grille; Ray Blanchette, CEO of Houston-based Ignite Restaurant Group (Joe's Crab Shack); and Mindy Segal, executive pastry chef/owner of HotChocolate in Chicago.

Hovey of Corner Bakery suggested launching a new product in conjunction with a cause. Getting employee input on that new product will get them pumped about it--and ultimately aid in the upsell. She said the thing that surprised her the most was that once the charity program was started, employees started asking what more they could do. In some stores, employees started a friendly competition of who could sell the most of the charity-donation product.

It's all about E.D.G.E., explained Capital Grille's Foye--exceptionally distinctive guest experiences. You have an opportunity to connect with a guest, so how will you accomplish it? Cause marketing is one of those E.D.G.E. tools. Guests will want to participate in the causes they care about. He says stick with your charity, but amend your concept year to year. You don't have to spend a lot, and often you can do things for free through volunteering. And when employees feel like their workplace has values, they tend to be more loyal and stay with you long-term.

Show your employees and guests your core values, said Blanchette of Joe's Crab Shack, don't just put them in a mission statement. Get group participation in the cause by designing a shirt with a catchy phrase that employees can wear and customers can purchase. He also suggested building team unity by, for instance, doing a day of volunteering at a food bank before going to the holiday office party rather than scheduling the volunteering for a different day. You'll get better participation--and can you imagine the tone that would set for the party?

Segal of HotChocolate addressed being an independent operator and how to get her small restaurant's employees behind a cause she believes in. Chefs are asked to participate in so many charity events, she thought that she could make an impact if she focused on one cause--as a chef ambassador for Share Our Strength's Taste of the Nation (Ed. note: Segal wrote about it in Chef Magazine's February 2010 issue, which you can read here). She is trying to create a movement by enlisting not just her employees but also her friends and chefs in the industry to get involved in the cause. It's amazing, Segal said, the opportunities that present themselves when you connect with others who want to be involved.

--Lacey Griebeler, managing editor


Quotable
This year, I was able to duck into several fascinating education sessions throughout the show, which covered timely issues from social media and rooftop gardening to seafood traceability and donating surplus food for tax savings. It was encouraging to see considerable audience participation, which also brought about the most lively and informative discussion. Here I've gathered a few soundbites from some of the most compelling sessions I attended:

"Get Butts in Seats for Free with Word of Mouth & Social Media," Saturday, May 22
"Social media is a conversation; it goes both ways. It's about engaging people and making them part of the community. ... You want to actually talk to them."
--Geoff Alexander, vice president and managing partner, Wow Bao--Lettuce Entertain You, Chicago
(l to r) Andy Sernovitz, GasPedal; Geoff Alexander, Wow Bao--Lettuce Entertain You; Charlie Howard, Gold Star Chili; and Ramon DeLeon, a Domino's Pizza franchisee*
"We had to take a leap of faith and give out every location of every chili parlor [in Cincinnati]. This is chili democracy."
--Charlie Howard, vice president, director of marketing and chilimeister, Gold Star Chili, Cincinnati, on launching the microsite Chilitownusa.com, a word-of-mouth campaign to play off Cincinnati pride in its chili and get the city officially recognized as Chilitown, USA

"Plant a Garden and Harvest Profits," Sunday, May 23
"There's something very priceless about the way a community is connected to the restaurant [with a rooftop garden]. It's a lovely way of creating income--we can grow a lot of food in a small space."
--Helen Cameron, owner, Uncommon Ground restaurant, Chicago, which received well over $500,000 in TIFF funds and grants to help build the country's first certified organic rooftop farm at the restaurant
"It's about making a connection with the earth, and nourishing yourself and others. The thing that surprised us at Bastille the most was the amount of press we got."
--Deming Maclise, owner, Bastille Café & Bar, Seattle, on installing the restaurant's 4,500-square-foot rooftop garden with help from Colin McCrate of Seattle Urban Farm Co. before they opened last year

"Seafood Traceability and What It Means to You," Tuesday, May 25
"All supply chains already have internal traceability systems in place, and they could connect each of those to a standard interface. As of right now, Trace Tracker and Trace Register are the only tracking systems [of seafood traceability]. The IT end of it is easy. But the market isn't mature yet--there's still a lot of land grabbing. But eventually there will be a single traceability portal."
--Andy Furner, vice president, Trace Register, in response to a question about whether a single seafood traceability standard will be implemented

"Turn Surplus Food into Tax Savings to End Hunger," Tuesday, May 25
"To give you a sense of the scale [of the hunger problem in central Florida], five years ago, we served food to 298,000 individuals. In 2009, we served almost 732,000, which is about 25 percent of the population."
--Dave Krepcho, CEO and president, Second Harvest Food Bank of Central Florida, on the growing need for high-quality food sources to feed the hungry in Florida and elsewhere in the U.S.
"At Darden, organizational buy-in [for donating surplus food] was initially very tough. We're a big company, so everything new you implement is a big deal. But now, each concept owns it and manages it. We have people on staff becoming huge supporters--they do it in their restaurant, and then they even take their teams to spend time volunteering at Second Harvest."
--Anthony Walker, vice president of corporate tax for Darden Restaurants, on getting individuals at every level of the company to support donating surplus food to food banks (since 2003-2004, Darden has donated between 33 and 34 million pounds of food and saved billions of dollars in tax money)

--Maggie Shea, assistant editor


*Photos courtesy of the National Restaurant Association

What did you learn at this year's NRA Show? Tell us about it in the comments section.
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