washington restaurant magazine may 2013

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May 2013 | 5

InsideFeatures10 Health care focus: Measurement and stability

Questions about measurement and the “look back” period are some of the most common among business operators when it comes to health care reform implementation. Health care expert Donna Steward provides some much-needed clarity around the issue.

12 Washington wins bigNational Restaurant Association honors two of Washington’s best

30 Refresh your business to stay on trendThis month, Rick Braa will show you how to reinvigorate your brand and get new life flowing into your operation.

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OD & MENU OUTLOOK

2013 NATIONAL AWARD WINNERS!

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Other stories6 FoodVoice allows members to easily provide real-time input

7 News Briefs

9 Mega trends dictate the need to be aware of food trends

11 Board member nominations

14 2013 food and menu trends20 Bartending survey22 How healthy is your draught system?24 900,000 voices—will they make you or break you?26 Calendar/New Members

28 Marketplace

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On the coverIt’s a winning year for Washington restaurants! The National Restaurant Association last month honored two operators from Washington for their leadership, hard work and contributions to the community. Meet the winners and learn how they’re changing the industry. Congratulations Paul & Chad Mackay and Monique & Bill Trudnowski. Photo by Lisa Ellefson

6 | warestaurant.org

EDITORIAL STAFFAnthony Anton, PublisherLex Nepomuceno, Executive EditorHeather Donahoe, Managing EditorDavid Faro, Contributing EditorSheryl Jackson, Research EditorLisa Ellefson, Art Director

WRA EXECUTIVE COMMITTEEJim Rowe, ChairConsolidated RestaurantsPhil Costello, Vice ChairStop N Go Family Drive InnRobert Bonina, Secretary/TreasurerWashington Athletic ClubBret Stewart, Immediate Past ChairCenter TwistNancy Swanger, WRAEF PresidentWSU

WRA EXECUTIVE TEAMAnthony AntonPresident and CEOTeran PetrinaVice PresidentBruce BeckettDirector of Government AffairsLex NepomucenoDirector of Communications & TechnologyLyle HildahlDirector of Education

Victoria OlsonDirector of Business DevelopmentSusan HoweDirector of Internal Operations

510 Plum St. SE, Ste. 200Olympia, WA 98501-1587T 360.956.7279 | F 360.357.9232www.warestaurant.org

Letters are welcomed, but must be signed to be considered for publication. Please include contact information for verification.

Reproduction of articles appearing in Washington Restaurant Magazine are authorized for personal use only, with credit given to Washington Restaurant Magazine and/or the Washington Restaurant Association.

Articles written by outside authors do not necessarily reflect the views or positions of the Washington Restaurant Association, its Board of Directors, staff or members.

Products and services advertised in Washington Restaurant Magazine are not necessarily endorsed by the WRA, and do not necessarily reflect the opinions of the WRA, its Board of Directors, staff or members.

ADVERTISING INQUIRIES MAY BE DIRECTED TO:Ken WellsAllied Relations Manager [email protected]

Washington Restaurant Magazine is published monthly for Association members. We welcome your comments and suggestions. email: [email protected],phone: 800.225.7166. Circulation: 6,310.

FoodVoice allows members to easily provide real-time inputBy Lex Nepomuceno, Executive Editor

At the Washington Restaurant Association, we’re constantly innovating better ways to serve and represent the restaurant industry as it grows and evolves.As restaurant industry leaders, member opinions and experiences of overcoming daily challenges matter. That’s why, in an effort to simply and quickly gather feedback from restaurants, we’ve launched a smartphone app to do just that.

FoodVoice asks critical questions through quick, periodic surveys that can be answered on the go. Policymakers need your perspective as they write laws affecting the pivotal issues that affect restaurants, such as those involving food safety, minimum wage, labor issues, health care, environmental regulations and more.

FoodVoice is a dynamic smartphone app that asks restaurateurs to sound off about the challenges you face each day. The data gathered from operators will allow the WRA to effectively represent the voice of the industry in its advocacy efforts. The opinions of decision-makers in the restaurant industry matter.

To participate, restaurant operators should download the app to their phone, create a new user profile, allow push notifications and answer a few demographics questions. FoodVoice will send periodic notifications when new surveys are available. Most surveys take just a few minutes.

FoodVoice is just one more way we’re here to serve you. We also have an invaluable lineup of benefits and services for owners and operators. In these critical times, it’s more important than ever that you take advantage of the WRA’s tools and resources that can help you save money and increase profitability. Let us know how else we can serve you.

For more information, or to download the app, go to http://foodvoice.com.

6 | www.warestaurant.org

May 2013 | 7

Primary Source of Information | News Briefs

Spokane chapter celebrates 2013 award winnersThe Spokane chapter’s 2013 Restaurant of the Year, Supplier of the Year and Employee of the Year annual awards were announced at the Awards Gala & Silent Auction in April. The Fine Dining Restaurant of the Year is Masselow’s at Northern Quest Resort & Casino; The Casual Dining Restaurant of the Year is The Onion; The Quick Service Restaurant of the Year is Jimmy John’s. Danette Malcolm of Pizza Rita was recognized as the Front of the House Employee Award winner and Chef Brian Hartnett of Twigs Bistro & Martini Bar/ Wandermere was recognized as the Back of the House Employee award winner. The 2013 Supplier Company of the Year award went to Franz Bakery and the Supplier Representative of the Year was awarded to John Yamada of Ecolab. The Lifetime Achievement Award was presented to Gary Sutter, Food & Beverage Director at Northern Quest Resort & Casino – for nearly 40 years serving the hospitality industry. Chef Barry Matthews of Steam Plant Grill was honored as ProStart High School Culinary & Restaurant Management Mentor of the Year. For more information, go to http://wra.cc/wraspokane.

Corn prices to remain steady; affects other commoditiesPoultry and pork manufacturers are betting a good corn crop will result in increased production this year, commodities experts say. The increased production should create additional supply, keeping prices at bay, a good thing for restaurateurs, who have struggled in recent years with rising food costs.

Following last year’s historic drought, which decimated the majority of the U.S. corn crop, food producers and manufacturers are cautiously optimistic that this year’s supply will be better than the previous one. The reduced crop caused feed prices to skyrocket, which

led to higher production costs.

Details of immigration reform bill releasedA proposed comprehensive immigration reform bill would give millions of workers a clear path to legalization, implement a uniform method for employers to verify worker

eligibility and promote legitimate travel and tourism in the United States.

The Senate’s bipartisan “Gang of Eight” released a summary of its long-awaited immigration plan in April. Among many other proposals, “The Border Security, Economic Opportunity, and Immigration Modernization Act of 2013” offers undocumented workers and their families a path to legal work status and permanent legalization through a multi-step process.

It also calls for all employers to phase in a national employment verification system over five years and for large employers – those with 5,000 or more employees – to phase it in over two years. The legislation aims to strengthen border security to help prevent illegal border crossings while encouraging legitimate travel and tourism.

WRA welcomes new communications managerDavid Faro has joined WRA as the new Communications Manager. He brings 15 years of experience in project, event and media management, as well as extensive experience in the restaurant and hospitality industry. “David comes in with a tremendous passion for our industry,” said Lex Nepomuceno, department head for communications & technology. “His unique skill set and experience allow us to continue serving members as the primary source for industry news and information – even taking things to a whole new level.” David can be reached at [email protected].

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Industry Outlook | WRA President & CEO

When we were kids, it was, “Lions and tigers and bears, oh my!”

As food professionals in today’s world, the equivalent beasts might be “Food cost, the obesity crisis, competition and labor costs… oh crap!”

Several things happened in March that make this month’s food trend edition of Washington Restaurant Magazine especially relevant to your future success.

We are all aware (or should be) that the following trends will dramatically impact the way we serve the public in the years to come.

Food Cost

Last month, the USDA released its projection on food cost inflation for 2013, projecting 3 to 4 percent—a full percentage point ahead of the projection for cost of living in general. This is a mega trend that will continue to happen for several years, a reversal of what we saw, for various reasons, throughout the 70s, 80s, 90s and most of the “00’s”. We all know that food costs don’t change in unison, but rather in spikes in different areas of our menu, demanding awareness and flexibility.

Obesity Crisis

The Wall Street Journal ran an editorial calling on the food industry to change the way it approaches the public’s consumption of food. The Council of Science in the Public Interest released a report on the worst kids’ foods in restaurants and announced a new effort to drastically reduce the consumption of sugary drinks. Several local and national news outlets picked up the stories. The bottom line is that the public debate on how to address the undeniably concerning trend-line on obesity is picking up speed. Love it, hate it, embrace it or shun it, the reality is that we as an industry are going to have to address health concerns around menu preparation by choice or regulation, increasingly over the next decade.

Mega trends dictate the need to be aware of food trends

Anthony Anton, president and CEO

Competition

WRA projections completed last month include two milestones occurring by the end of 2013. 1.) We will surpass 14,000 restaurants in Washington this year, with unit growth outpacing inflation or the economy in general. And, 2.) the major menu category of “Asian Restaurants” will overtake the category of “American General” as the number one major menu category in Washington state. When I started with the WRA (then RASW) in 1995 “American General” doubled the next closest major menu category, with far more than one-third of the state’s restaurants claiming that they had a “General” menu theme. This reflects that consumers today no longer just “go out for dinner,” they are outsourcing their meal preparation for something specific.

Labor Costs

Throw in the reality that labor costs are now basically government controlled and will continue to rise, and this convergence of mega trends will require your awareness, flexibility and creativity in order to survive, and hopefully thrive.

This is our second year of publishing the food mega trend edition of Washington Restaurant Magazine, in which we have decided to give this topic a permanent place for years to come. As your primary source of information, we hope this annual edition provides insight, data and the tools you need overcome the challenges in front of us. We can only meet the WRA’s mission “to help our members succeed” if you give us feedback on whether we’re on the right track. Please visit www.facebook.com/warestaurants and let us know what you think. What could be improved? What information have we missed? How can we better help you overcome the challenges of a changing (and exciting) industry? You have our full attention, and we look forward to tackling your best ideas!


Healthcare Focus: Measurement (look-back) and stabilityBy Donna Steward

Employers subject to the employer responsibility provision in the federal Patient Protection and Affordable Care Act (ACA) must establish annual measurement and stability periods for determining which variable hour employees are to be offered health care coverage by the employer. The federal rules allow 2013 to be a transition year wherein measurement and stability periods may differ in length. However, beginning with the 2015 coverage year, both the measurement and stability periods must be the same length of time. Due to the staging of the measurement and stability periods, the measurement period established in 2014 determines the stability period in the 2015 coverage year.

What is the “measurement” (look-back) period?The measurement or look-back period, is the length of time an employer must evaluate the hours of variable hour employees to determine whether they are eligible for health care coverage in the upcoming coverage year. In 2013, employers may establish measurement periods of 3 to 12 months. Measurement periods in 2014 must coincide with stability periods in 2015 and may not be less than 6 months.

What is the “stability” period?The stability period is the time during the coverage year that a variable hour employee must be guaranteed access to coverage. For the 2014 coverage year, eligible variable hour employees must be offered coverage for either 6, 9 or 12 months. The stability period in 2014 may not be less than the 2013 measurement period. The stability period in 2015, must be equal to the measurement period established for 2014.

Who are “variable hour” employees?All employees who are not full-time employees are considered variable hour employees. Full-time employees are those that work 30 or more hours per week, including salaried employees that work more than 30 hours per week. For purposes of the measurement and stability periods, seasonal employees and salaried employees that work less than 30 hours per week are also considered variable hour employees.

Must I include seasonal employees in my measurement period?Yes, you must evaluate the hours of seasonal employees if they are employed during the measurement period and must offer those employees coverage if they:

� Work more than 120 days during the year; � Work more than an average of 130 hours per month, as determined by the measurement period; and

� Are still in your employ at the beginning of the coverage year

How do the measurement and stability periods coincide with my health plan open-enrollment period?Open enrollment periods are typically used to make employees aware of their coverage options and provide them with time to complete necessary enrollment paperwork prior to the beginning of the coverage year. All employees eligible for coverage in the upcoming coverage year must be provided with an opportunity to participate in the open enrollment period. The measurement period thus must end before the open enrollment period begins.

However, employers that choose a 12-month measurement period may include hours worked during the open enrollment period as part of the next measurement period that determines eligibility for coverage in the following year.

Is this a continuous process? Yes. Once you begin the process this year you must continue with measurement and stability periods for as long as you are identified as a large employer.

May I have different measurement and stability periods for different employees?Yes, you may establish different measurement and stability periods for categories of employees such as salary/hourly; collective bargaining/noncollective bargaining; etc., but periods established within the categories must be applied uniformly to all employees within the category.

Are these periods set in stone once I set them or can I change them in the future?You may change the periods for the following coverage year but may not change them for the upcoming coverage year (EX. The current year is 2013; the upcoming coverage year will be 2014; and the following coverage year will be 2015). Beginning in 2014, once a measurement period begins it is linked to the stability period of the upcoming coverage year. In practical terms, the measurement period used in 2014 determines the stability period in 2015 and so on. All changes must therefore begin by altering the upcoming measurement period. Changes can either increase or decrease the measurement and stability periods as long as the periods are still 6-12 months long.

To get an expanded version of this article with further details on measurement (look-back) and stability periods, go to http://wra.cc/healthcare513.

May 2013 | 1111 | www.WRAhome.com

BOARD NOMINEESq Shannon Boldizsar – Starbucks, Quick Serviceq Brian Moreno – McDonald’s, Quick Serviceq Travis Rosenthal – Tango & Rumba, At-Largeq Chad Mackay – El Gaucho, Full Service q James Yost – Coca Cola, Alliedq Write-in nomination ________________________________________

2013 Washington Restaurant Association Board Member NominationsTo complete your ballot, mark the boxes to the left of the names of those candidates you are voting for. Write-in nominations are also accepted.

_______________________________________ __________________________________________ ________________________Signature Restaurant or Firm Date

Fax this ballot back to Shannon Garland at 360.357.9232 by Monday, May 27, 2013.

��

May 2013 | 11


Washington wins bigNational Restaurant Association honors two of Washington’s bestBy Heather Donahoe, managing editor

The Washington Restaurant Association has always recognized just how exceptional its members are, but that home-team bias was validated this spring when two Washington restaurateurs were honored with the National Restaurant Association’s (NRA) industry top awards. The WRA is proud to congratulate El Gaucho Hospitality, recipient of the 2013 Restaurant Neighbor Award; and Monique Trudnowski, owner of Adriatic Grill in Tacoma, for winning the NRA’s 2013 Faces of Diversity American Dream Award.

The Restaurant Neighbor Award celebrates the outstanding charitable service performed by restaurant operators, while the Faces of Diversity American Dream Award honors diverse members of the restaurant industry who have, through hard work and perseverance, achieved the American Dream. Each of these winning Washington restaurateurs has inspiring stories, demonstrating their understanding of the restaurant industry’s capacity to change lives.

“Having two of our restaurants receive this type of recognition at the national level is just enormously gratifying,” said Anthony Anton, WRA president and CEO. “Adriatic Grill and

El Gaucho epitomize two cornerstone values of our industry—opportunity and community involvement. I hope these honors will motivate Washington’s broader restaurant community to recognize their own potential to achieve great things in their own businesses and beyond.”

We caught up with Paul and Chad Mackay, El Gaucho Hospitality’s father-son owners, along with Monique Trudnowski, to discover their secrets to community involvement, industry leadership and how they approach the responsibility that comes with it. The Mackays and the Trudnowski traveled to Washington D.C. last month to receive their awards at a special NRA banquet. Here is a closer look at why they were honored.

2013 Faces of Diversity American Dream AwardMonique Trudnowski, Adriatic Grill

One of the WRA’s mantras is that restaurants are the “industry of opportunity,” and in a way, those three words sum up Monique Trudnowski’s story. When she was just 13, Monique’s father abandoned her family. Despite their best efforts, the family found themselves homeless several years later, unable to afford rent. For the next two years, they relied on the kindness of church friends and co-workers who graciously gave the family a place to stay. And while Monique had attended school for 12 years, even while homeless, she was never granted her high school diploma, thanks to an outstanding debt her struggling family could not afford to pay. Shortly thereafter, Monique became a single mother at 18 and embraced a full time career in restaurants as a means of supporting her infant son.

“At that point, my mom said to me, ‘This is not the end for you. You can do can do anything you want to do,’ and I took that to heart,” Monique said.

With her mother’s advice and a desire to work hard, Monique built a career for herself, working at restaurants throughout the Puget Sound, as well as in high-level retail. Today, Monique and her husband, Chef Bill Trudnowski, own the 300-seat Adriatic Grill Italian Cuisine & Wine Bar in Tacoma, where they employ 63 people.

“To this day, that’s what I love about restaurants—the opportunity to grow as much or as little as you want. It’s entirely up to you,” Monique said. “Restaurants meet you where you are. You can come in at any level and find your place.”

Not only does she run a thriving business, but Monique also maintains an active role in the state’s Washington Tourism

MONIQUETRUDNOWSKI

May 2013 | 13

Alliance, the Tacoma-Pierce County Chamber of Commerce and within the WRA’s government affairs efforts.

In 2009, the Trudnowskis established the Adriatic Grill Culinary Scholarship at Clover Park Technical College in order to give aspiring young chefs a career-building opportunity they might otherwise not have had.

“We want to use the restaurant as a vehicle to help people succeed,” Monique said. “I want to leverage my past and my present in a positive way.”

2013 Restaurant Neighbor AwardEl Gaucho HospitalityPaul and Chad Mackay

As an iconic institution of fine dining in the Northwest, El Gaucho Hospitality is best known for creating an elegant, guest-first experience at each of its five restaurants. Of equal importance to the company, however, is contributing significantly within its communities. Over the course of a decade, El Gaucho Hospitality has donated more than $3 million through financial giving, time and resources to dozens of charities and organizations, including Boys and Girls Clubs, American Heart Association, Ronald McDonald House, The Heads Up Youth Foundation, Seattle Humane Society and Medical Teams International.

One of El Gaucho Hospitality’s most significant charitable projects is its ongoing commitment to Seattle Union Gospel Mission, which has been helping the city’s homeless and indigent population for 80 years. In partnering with UGM’s mission of restoring hope, a team of volunteers from El

Gaucho and AQUA by El Gaucho fully prepares, cooks, transports and serves lunch to more than 250 homeless men at UGM twice each month.

“The work that AQUA has done with UGM has benefitted all of us immensely,” said Sivi Mennen, AQUA by El Gaucho general manager. “What we’ve received through working with El Gaucho far outweighs what we have been given. The opportunity to interact with those we feed is both humbling and enlightening… we are able to use our time at UGM to truly connect with the people that we serve.”

El Gaucho Hospitality’s dedication to UGM extends well beyond the kitchen and into the Mission’s annual fundraising efforts. El Gaucho caters UGM’s annual fundraising event, while also donating auction items, staff time, food and rentals.

Paul Mackay was initially inspired to partner with UGM back in 2005 when Jeff Lilley, UGM’s president, communicated a vision to change Seattle by mobilizing the city’s business community.

“I liked him, and I liked the idea,” Paul said. “This is something our industry does all the time—we serve. I wanted us to do something good with it.”

Ultimately, the Paul and Chad Mackay, hope their company’s charitable endeavors will serve as inspiration for their employees and restaurant industry peers.

“The most fortunate recipients of this work are the people doing the work,” Chad said. “We want them to know the benefit of contributing their time and effort to someone else.”

PAUL MACKAY

CHADMACKAY


Today’s consumers are more in-tune with cutting-edge food trends than ever before in large part because of the popularity of TV cooking shows and culinary competitions. According to the Association’s 2012 Restaurant Trends Survey, nine out of 10 restaurant operators agreed that customers are more knowledgeable and sophisticated about food and beverages than they used to be.

To keep menus fresh and diners coming back, the vast majority of restaurant operators added new food and beverage items in 2012. Nine out of 10 full-service and limited-service operators said they added new food items in 2012, while a similar proportion plans to do so in 2013.

Full-service operators are somewhat more likely to change their beverage selections on a regular basis. Ninety percent of fine-dining operators and 84 percent of casual-dining operators said they plan to add new beverages to their menus in 2013. In comparison, less than half of quick-service and fast-casual operators said they plan to do so.

Many different considerations go into planning a restaurant’s menu. In the Association’s Restaurant Trends Survey, operators were asked to give the top factor that influences how they pick new menu offerings. Responses varied by segment, with full-service operators more likely to base their menu decisions on chef creativity and changes of season.

Among fine-dining operators, 49 percent said they make regular seasonal changes to their menu, while 31 percent said the chef’s creativity was the driving force behind new offerings. Casual-dining and family-dining operators also were likely to say that their menu selections were based on the creativity of their chefs.

In comparison, 35 percent of quick-service operators and 25 percent of fast-casual operators said their menu changes are guided by market research, while one out of five operators in both segments said customer feedback is their top consideration. Limited service operators were much more likely than their full-service counterparts to say their menu changes were directed by their franchisor.

Flavorful Full-service MenusThe National Restaurant Association teamed up with the American Culinary Federation for the seventh year to survey professional chefs on the latest food, cuisines and culinary trends in

restaurants. The “What’s Hot” survey asked chefs to rate 198 individual food items, beverages, preparation methods, cuisines and culinary themes as a “hot trend,” “yesterday’s news” or “perennial favorite” on restaurant menus in 2013. The survey found that local sourcing and children’s nutrition will continue to be the hottest trends in 2013. In fact, the top three items were unchanged from 2012 — locally sourced meats and seafood, locally grown produce, and healthful kids’ meals.

The remainder of the top 10 included environmental sustainability as a culinary theme, children’s nutrition as a culinary theme, new cuts of meat

2013 Food and Menu Trends:Local Sourcing and Nutrition Will Lead Menu Trends in 2013

STAYING AHEAD OF THE CURVEKeeping It FreshProportion of restaurant operators who added new food/beverage items in2012 or plan to do so in 2013

Family Dining

Casual Dining

Fine Dining

Quick-Service

Fast Casual

Added new food item in 2012 89% 93% 93% 89% 91%Added new beverage item in 2012 65% 83% 90% 49% 60%Plan to add new food item in 2013 87% 95% 98% 88% 82%Plan to add new beverage item in 2013 64% 84% 90% 44% 42%

Diners’ Taste Buds, Chef’s Creativity Inspire New Menu CreationsFactors that prompt an operator to add new menu items

Family Dining

Casual Dining

Fine Dining

Quick-Service

Fast Casual

Chef’s creativity 28% 38% 31% 13% 24%Regular seasonal changes 23% 22% 49% 15% 12%Market research 12% 17% 8% 35% 25%Customer feedback 28% 17% 3% 19% 20%Directed by franchisor 1% 0% 0% 12% 13%

Source: National Restaurant Association, Restaurant Trends Survey, 2012

May 2013 | 15

(e.g., Denver steak, pork flat iron, teres major), hyper-local sourcing (e.g., restaurant gardens), gluten-free cuisine, sustainable seafood and whole-grain items in kids’ meals.

Rounding out the top 20 hot menu trends are farm/estate-branded items, nonwheat noodles/pasta (e.g., quinoa, rice, buckwheat), nontraditional fish (e.g., branzino, Arctic char,barramundi), ethnic-inspired breakfast items (e.g., Chorizo scrambled eggs, coconut-milk pancakes), fruit/vegetable children’s side items, health/nutrition as a culinary theme, half portions/smaller portions for a smaller price, house-made/artisanal ice cream, black/forbidden rice and food trucks.

Limited-Service Diners Hunger for Local SourcingLocal sourcing and nutrition also are expected to play a more significant role on limited-service menus in 2013, according to the Association’s Restaurant Trends Survey. In the survey, limited service operators were asked to rate 71 food-and beverage items as a “hot trend,” “yesterday’s news” or “perennial favorite” for 2013.

Topping the list of hot trends on limited service menus are gluten-free items, locally sourced produce and healthful kids’ meals. These three items also ranked among the top 8 hot trends on full-service restaurant menus for 2013.

Also in the limited-service top 10 are fruit/vegetable sides in kids’ meals, locally sourced meat and seafood, artisanal/house-made items, low-fat/nonfat milk or 100 percent juice options in kids’ meals, whole-grain items, lower-sodium items, and lower-calorie items. The second half of the top 20 hot limited-service trends includes sweet potato fries, sustainable food items, lower-fat items, energy drinks, mini-desserts/dessert bites, spicy items, organic items, entrée salads, vegetarian entrees and “build-your-own” items.

Remember the Old StandbysIncorporating the latest menu trends can help operators keep menus fresh and attract new customers, but

Full-serviceRestaurant Trends for 2013

1 Locally sourced meats and seafood2 Locally grown produce3 Healthful kids’ meals4 Environmental sustainability as a culinary theme5 Children’s nutrition as a culinary theme6 New cuts of meat (e.g., Denver steak,pork flat iron, teres major)7 Hyper-local sourcing (e.g., restaurantgardens)8 Gluten-free cuisine9 Sustainable seafood10 Whole-grain items in kids’ meals11 Farm/estate-branded items12 Nonwheat noodles/pasta (e.g., quinoa, rice, buckwheat)13 Nontraditional fish (e.g., branzino,Arctic char, barramundi)14 Ethnic-inspired breakfast items(e.g., Asian-flavored syrups, Chorizoscrambled eggs, coconut-milk pancakes)15 Fruit/vegetable children’s side items16 Health/nutrition as a culinary theme17 Half-portions/smaller portions fora smaller price18 House-made/artisanal ice cream19 Black/forbidden rice20 Food trucksSource: National Restaurant Association, “What’s Hot in 2013” Chef Survey, 2012

Limited-serviceRestaurant Trends for 2013

1 Gluten-free items2 Locally sourced produce3 Healthful kids’ meals4 Fruit/vegetable sides in kids’ meals5 Locally sourced meat or seafood6 Artisanal/house-made items7 Low-fat/nonfat milk or 100 percent juice options in kids’ meals8 Whole-grain items9 Lower-sodium items10 Lower-calorie items

11 Sweet potato fries12 Sustainable food items13 Lower-fat items14 Energy drinks15 Mini-desserts/dessert bites16 Spicy items17 Organic items18 Entree salads19 Vegetarian entrees20 “Build-your-own” items

Top 10 Perennial FavoritesFull-service Restaurants Limited-Service Restaurants1 Italian cuisine2 Hamburgers/cheeseburgers3 Egg dishes4 French toast5 Fruit desserts (e.g., cobbler, crisp, tart, pie)6 Barbecue as a main dish7 Grilling as a preparation method8 Comfort foods (e.g., chicken pot pie, meatloaf, roasted chicken)9 Milkshakes/malts10 Mexican cuisine

1 Soft drinks2 Poultry items3 Iced tea4 French fries5 Chicken sandwiches6 Side salads7 Beef items8 Milk9 Hamburgers/cheeseburgers10 Soups

Source: National Restaurant Association, “What’s Hot in 2013” Chef Survey, 2012, Restaurant Trends Survey, 2012

Source: National Restaurant Association, Restaurant Trends Survey, 2012


APPETIZERS1 House-cured meats/ charcuterie2 Vegetarian appetizers3 Ethnic/street-food-inspired appetizers (e.g., tempura, taquitos, kabobs, hummus)4 Amuse bouche/bite-size hors d’oeuvre5 Flatbread appetizers

SIDES/STARCHES1 Nonwheat noodles/pasta (e.g., quinoa, rice, buckwheat)2 Black/forbidden rice3 Quinoa4 Red rice5 Pickled vegetables

MAIN DISHES/CENTER OF THE PLATE1 Locally sourced meats and seafood2 New cuts of meat (e.g., Denver steak, pork flat iron,teres major)3 Sustainable seafood4 Nontraditional fish (e.g., branzino, Arctic char,barramundi)5 Half-portions/smaller portions for a smaller price

DESSERTS1 House-made/artisanal ice cream2 Bite-size/mini desserts3 Savory desserts4 Deconstructed classic desserts5 Dessert flights/combos

BREAKFAST/BRUNCH1 Ethnic-inspired breakfast items (e.g., Asian-flavoredsyrups, Chorizo scrambled eggs, coconut-milk pancakes)2 Traditional ethnic breakfast items (e.g., huevos rancheros, shakshuka, ashta, Japanese)3 Fresh-fruit breakfast items4 Prix fixe brunches5 Chicken and waffles

KIDS’ MEALS1 Healthful kids’ meals2 Whole-grain items in kids’ meals3 Fruit/vegetable children’s side items4 Oven-baked items in kids’ meals (e.g., baked chicken fingers, oven-baked fries)5 Children’s portions of adult menu items

PRODUCE1 Locally grown produce2 Organic produce3 Superfruit (e.g., acai, goji berry, mangosteen)4 Heirloom apples5 Exotic fruits (e.g., rambutan, dragon fruit, paw paw,guava)

ETHNIC CUISINES1 Peruvian cuisine2 Regional ethnic cuisine3 Ethnic fusion cuisine4 Korean cuisine5 Southeast Asian cuisine (e.g., Thai, Vietnamese, Malaysian)

OTHER FOOD ITEMS/INGREDIENTS1 Farm/estate-branded items2 Artisan cheeses3 Ethnic cheeses (e.g., queso fresco, paneer, lebneh, halloumi)4 Nonwheat flour (e.g., peanut, millet, barley, rice)5 Ancient grains (e.g., kamut, spelt, amaranth)

PREPARATION METHODS1 Fermenting2 Pickling3 Sous vide4 Liquid nitrogen chilling/freezing5 Smoking

CULINARY THEMES1 Environmental sustainability2 Children’s nutrition3 Hyper-local sourcing (e.g., restaurant gardens)4 Gluten-free cuisine5 Health/nutrition

NONALCOHOLIC BEVERAGES1 House-made soft drink/soda/pop2 Gourmet lemonade (e.g., house-made, freshly muddled)3 Organic coffee4 Specialty iced tea (e.g., Thai-style, Southern/sweet, flavored)5 Coconut water

2012 Top Trends by Category

Source: National Restaurant Association, “What’s Hot in 2013” Chef Survey, 2012

Note: Download the full results of the National Restaurant Association’s “What’s Hot in 2013” Chef Survey and watch the videos at Restaurant.org/FoodTrends.

May 2013 | 17

restaurant operators must also keep their regulars happy by continuing to offer their favorite dishes. In the Association’s “What’s Hot” survey, chefs were most likely to say that Italian cuisine was a perennial favorite in full-service restaurants, followed closely by hamburgers and

cheeseburgers, egg dishes, French toast, and fruit desserts (e.g., cobbler, crisp, tart, pie).

On limited-service menus, soft drinks topped the list of perennial favorites, followed by poultry items, iced tea, french fries and chicken sandwiches.

Food trucks continue to grow in popularity among consumers. In the Association’s 2012 National Household Survey, 43 percent of adults said they have purchased items from a food truck. Food truck patronage was much more common among consumers from the Northeast (51 percent) and West (47 percent), compared with consumers from the South (42 percent) and Midwest (32 percent).

Although current food truck usage varies by location, the interest is uniform across all regions of the country. Seventy-three percent of adults said they would likely visit a food truck if it was offered by one of their favorite restaurants. This sentiment that was much more common among younger adults (83 percent of adults aged 18 to 34) than it was among older adults (51 percent of adults aged 65 and older).

In response to consumer demand — roughly eight out of 10 frequent restaurant customers said they would likely visit a food truck if it was offered by one of their favorite restaurants — more restaurants may consider taking their business on the road.

However, the Association’s 2012 Restaurant Trends Survey found that a vast majority of operators do not anticipate getting into the food truck business. Nineteen percent of fast-casual operators said they are very likely or somewhat likely to offer a food truck in the next year or two — the highest proportion among the five major segments. Regardless of their own plans, a majority of operators said they do not expect food trucks to become more popular within their segment.

Putting the Pedal to the Metal

Fans of Environmentally Friendly Fare

Sustainable food items and culinary themes appeared on the top-20 trend lists for both full-service and limited-service menus. Consumers also confirm this trend, with 58 percent of adults saying they are more likely to visit a restaurant that offers food that was grown or raised in an organic or environmentally friendly way, according to the Association’s 2012 National Household Survey. Although a majority of restaurant operators across all segments said their customers are increasingly interested in environmentally sustainable menu items, the trend is most evident in the higher-check full-service segments. Sixty-eight percent of fine-dining operators and 59 percent of casual-dining operators said their customers were more interested in environmentally sustainable menu items in 2012 than they were two years ago. Just over half of family-dining, quick-service and fast-casual operators reported similarly.

Hamburgers and cheeseburgers (as one item) also made the list of top perennial favorites at limited-service restaurants — the only item to make the top 10 list in both segments.

ROADSIDE DININGProportion of adults likely to visit afood truck if offered by one of theirfavorite restaurants18 to 34 Years Old 83%35 to 44 Years Old 72%45 to 54 Years Old 77%55 to 64 Years Old 71%65 Years or Older 51%Northeast 74%Midwest 69%South 75%West 71%Frequent Full-service Customers

79%

Frequent Quick-service Customers

78%

Frequent Off-Premises Dinner Customers

81%

Operators Report GrowingInterest in Sustainable FoodProportion of operators who saidtheir customers are more interestedin environmentally sustainable menuitems than they were two years ago

0

10

20

30

40

50

60

70

80

55% 59%68%

54% 53%

Family Dining

Casual Dining

Fine Dining

Quick-Service

Fast Casual


Consumers Are Eating Healthier in Restaurants

Healthful food items, cuisines and culinary themes make a strong showing on the top-20 hot-trend lists for both full service and limited service restaurants. According to the Association’s 2012 National Household Survey, 71 percent of adults said they are trying to eat healthier now at restaurants than they did two years ago. Women (75 percent) were more likely than men (66 percent) to say they are trying to eat healthier; frequent restaurant

customers were more likely than the general public to make that statement.A majority of restaurant operators across all segments said their customers order more healthful foods than they did two years ago, resulting in more healthful dishes being offeredon menus — a move that is being noted by consumers. In fact, the 2012 National Household Survey found that 86 percent of adults said there are more healthful options at restaurants than there were two years ago.

Nutrition Takes Center StageProportion of adults who said thereare more healthful options offered byrestaurants than there were two years ago

0

20

40

60

80

100 86% 83% 90% 93%84%

All Adults 18 to 34

35 to 44

45 to 54

55 to 64

81%

65 or Older

Source: National Restaurant Association, National Household Survey, 2012

Consumers Have a Liking for Local FareLocally sourced menu items appeared in the lists of hot food trends for both full-service and limited-service restaurants, and consumer demand continues to grow. In the Association’s2012 National Household Survey, 71 percent of adults said they were more likely to visit a restaurant that offers locally produced food items.Full-service operators in particular see the growing strength of this trend with 78 percent of fine-dining operators and 64 percent of casual-dining operators saying their customers were more interested in locally sourced menu items in 2012 than they were two years ago. To satisfy the increased consumer demand, many operators offer locally sourced food items, most notably in the full-service segment.Eighty-eight percent of fine-dining operators offer locally sourced produce, while 80 percent offer locally sourced meat or seafood. In addition, 28 percent of fine-dining operators said they offer food items from an on-site garden.

Put Farmer Brown on Speed DialProportion of restaurant operators who said their customers are more interested in locally sourced menu items than they were two years ago

01020304050607080

55% 64%78%

41%50%

Family Dining

Casual Dining

Fine Dining

Quick-Service

Fast Casual

ALCOHOLIC-BEVERAGE TRENDSA Spirited ResponseThe National Restaurant Association surveyed professional bartenders (members of the United States Bartenders’ Guild) to find out the hot trends for drink menus in 2013. Nearly eight out of 10 bartenders said the hottest alcoholic-beverage trends in restaurants are on-site barrel-aged drinks and food paired with liquor/cocktails.

Bartenders said their customers also are increasingly thirsty for locally produced spirits, beer and fruit/berries/produce; culinary cocktails (with savory or fresh ingredients); and micro-distilled/artisanal spirits.

Topping the list of perennial favorites were red wine and white wine, which were listed by more than eight out of 10 bartenders. Stouts were the top-rated beer on the perennial favorites list, while Scotch whiskey was the most popular spirit.

Hot Trends1 Onsite barrel-aged drinks2 Food and liquor/cocktail pairings3 Culinary cocktails (e.g., savory, fresh ingredients4 Micro-distilled/artisanal liquor5 Locally produced spirits6 Locally sourced fruit/berries/produce7 Beer sommeliers/Cicerones8 Regional signature cocktails9 Beer-based cocktails10 Locally produced beer11 Food and beer pairings/beer dinners12 Salt (e.g., flavored, smoked, regional)13 House-made lemonade/soft drinks/tonics14 Cask beer/ale15 Wine on tap/draft wine16 Organic cocktails17 Cocktails on tap18 Craft beer19 Signature cocktails20 Shrubs

Perennial Favorites1 Red wine2 White wine3 French wine4 Citrus fruit5 Olives6 Stouts7 Scotch whiskey8 Champagne9 Italian wine10 Food and wine pairings11 Porters12 Traditional cocktails (e.g., martini, Manhattan, Sidecar)13 Lager/pilsner14 Pale/blond ale15 California wine16 Tequila17 Gin18 Wheat beer19 Dessert/sweet wine20 Belgian-style beer/ale

May 2013 | 19

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WHAT’S HOT—Alcohol 2013 Bartender SurveyThe National Restaurant Association surveyed professional bartenders, members of the United States Bartenders’ Guild, on which wine, spirits, beer and cocktails will be hottrends on drink menus in 2013. The “What’s Hot in 2013 Alcohol” survey was conducted in the fall of 2012 among nearly 200 bartenders.

1. On-site barrel-aged drinks2. Food-liquor/cocktail pairings3. Culinary cocktails (e.g. savory, fresh ingredients)4. Micro-distilled/artisan liquor5. Locally produced spirits6. Locally sourced fruit/berries/produce7. Beer sommeliers/Cicerones8. Regional signature cocktails9. Beer-based cocktails10. Locally produced beer11. Food-beer pairings/beer dinners12. Salt (e.g. flavored, smoked, regional)13. House-made lemonade/soft drinks/tonics14. Cask beer/ale15. Wine on tap/draft wine16. Organic cocktails17. Cocktails on tap18. Craft beer19. Signature cocktails20. Shrubs

SPIRITS1. Micro-distilled/artisan liquor2. Locally produced spirits3. Bitters4. “New Make” whiskey5. Mezcal

COCKTAILS1. On-site barrel-aged drinks2. Culinary cocktails (e.g. savory, fresh ingredients)3. Regional signature cocktails4. Beer-based cocktails5. Organic cocktails

BEER1. Locally produced beer2. Cask beer/ale3. Craft beer4. House-brewed beer5. Gluten-free beer

WINE1. Wine on tap/draft wine2. Locally produced wine3. Non-traditional/less popular wine varietals4. Organic wine5. Argentinian wine

INGREDIENTS/GARNISH1. Locally sourced fruit/berries/produce2. Salt (e.g. flavored, smoked, regional)3. House-made lemonade/soft drinks/tonics4. Flower syrup/essence5. Spices

MIXOLOGY THEMES1. Food-liquor/cocktail pairings2. Beer sommeliers/Cicerones3. Food-beer pairings/beer dinners4. Molecular gastronomy/mixology5. Food-wine pairings

TOP TRENDS BY CATEGORY

TOP 20 TRENDS

May 2013 | 21

HOT TREND

Yesterday’s news

Perennial favorite

1. Onsite barrel-aged drinks 77% 17% 6%2. Food-liquor/cocktail pairings 77% 7% 17%

3. Culinary cocktails (e.g. savory, fresh ingredients) 76% 7% 17%

4. Micro-distilled/artisan liquor 75% 8% 17%5. Locally produced spirits 70% 11% 19%6. Locally sourced fruit/berries/produce 70% 3% 27%

7. Beer sommeliers/Cicerones 68% 15% 16%

8. Regional signature cocktails 67% 7% 26%

9. Beer-based cocktails 66% 24% 10%10. Locally produced beer 65% 24% 10%11. Food-beer pairings/beer dinners 63% 10% 27%

12. Salt (e.g. flavored, smoked, regional) 62% 16% 21%

13. House-made lemonade/soft drinks/tonics 62% 17% 21%

14. Cask beer/ale 61% 12% 27%15. Wine on tap/draft wine 60% 32% 7%16. Organic cocktails 59% 30% 11%17. Cocktails on tap 59% 39% 3%18. Craft beer 58% 4% 37%19. Signature cocktails 57% 7% 36%20. Shrubs 57% 30% 12%21. House-brewed beer 56% 22% 22%22. Flower syrup/essence 56% 25% 19%23. Bitters 55% 11% 33%24. “New Make” whiskey 55% 35% 10%

HOT TREND

Yesterday’s news

Perennial favorite

25. Mezcal 55% 24% 20%26. Locally produced wine 55% 24% 20%27. Non-traditional/less popular wine varietals 54% 20% 25%

28. Spices 53% 10% 37%29. Gluten-free beer 51% 39% 9%30. Microbrews 50% 9% 42%31. Organic beer 50% 35% 15%32. Beer flights/samplers 49% 26% 26%33. Sour beer 49% 37% 13%34. Seasonal beer 48% 10% 42%35. Fresh produce/fruit/berries 48% 5% 46%

36. Pisco 47% 32% 20%37. Edible cocktails 47% 50% 3%38. Molecular gastronomy/mixology 47% 41% 12%

39. Non-traditional liquors(e.g. soju/sochu, cachaça) 46% 37% 16%

40. Organic wine 46% 44% 11%41. Pickled items 45% 44% 11%42. Argentinian wine 43% 17% 40%43. Bourbon/rye 42% 7% 51%44. Aperitifs (e.g. Aperol, Campari) 41% 15% 45%

45. Froth/foam 41% 48% 12%46. Exotic fruit 40% 35% 25%47. Rum 37% 15% 47%48. Chilean wine 37% 19% 43%49. Digestifs (e.g. grappa, limoncello) 36% 33% 31%

50. Vermouth 35% 25% 40%

Items Ranked by “HOT” Responses

WHAT’S HOT—Alcohol


Have you ever wondered why your favorite beer tastes so deliciously good at your favorite watering hole, and yet the same brew just doesn’t quite cut it at another? At one place, the beer is perfect; it possesses the flavor you expect, and you’re happy. At the other place, the beer seems off, and doesn’t taste the way you remember. Some people might think the ingredients varied just enough during production to throw the taste off from one batch to another. That is rarely the case, though. In most instances, the culprit is the care, or lack thereof, given to the draught system. Without adequate line maintenance, restaurateurs can run the risk of serving beer that tastes “off.” For the discerning beer drinkers of Washington state (and there are a few), this can be enough to deter many of them from visiting your establishment a second time. Discriminating guests appreciate the attention that a good pint deserves.

How healthy is your draught system? The proof is in the flavorBy David Faro, WRA communications manager

Thankfully, Washington’s beer drinkers, and the establishments who serve them, are not alone. If you are restaurateur, and you have just looked at your draught system, and all you could see was a tangle of yellowed lines, dented kegs, broken fan units, and water leaking all over the bottom of your coolers, you may wonder what your next steps should be. Well thankfully there are experts. New Belgium Brewery’s Dave Glor is a “Beer Ranger” (yes you read that right), and his sole professional purpose is to travel the Pacific Northwest and educate bar managers on the ins and outs of serving the best beer possible. Dave knows a thing or two about proper maintenance of draught systems, and he recommends that establishments who serve beer pay careful consideration to the journey that their beer takes from keg to glass. Brewers of fine craft beers are artists. Accordingly, it is beneficial when restaurateurs think of themselves as curators. In the same way that the Mona Lisa should not be displayed in a dimly lit room, hung by a single nail on a grimy wall, craft beer should not be served through a system that is not well-maintained. There are a number of factors that can affect the taste of beer. Many of them depend on the attention given to draught lines, Co2, cleanliness of glassware and routine system upkeep. Proprietors should know the telltale signs (and flavors) of a system gone bad, and they should work diligently to address these issues.

The Washington Brewers Guild recommends close inspection and cleaning of draught systems every two weeks. They endorse using a recirculation pump and carefully monitoring time, temperature, mechanical force and chemical concentrations used to clean lines.

While cleaning a system, liquid should: � Recirculate for at least 10-15 minutes � Measure at least 100 degrees Fahrenheit; and; � A caustic solution of at least 2 percent should be employed.

Before and after chemical recirculation, beer lines should be rinsed with clean water for at least ten minutes. Most importantly, restaurateurs should periodically observe their taps being cleaned, maintaining an acute awareness of the health of their draught system at all times.

May 2013 | 23

When it comes to gas, CO2 content is an important part of a beer’s recipe. The carbonation helps to determine the aroma, flavor, mouth feel and appearance of the beer. For short lines of ten feet or less, 100 percent CO2 is fine; however, for longer draws, blend boxes are helpful. Over time, blend boxes not only provide substantial savings over “Guinness gas” (25 percent CO2/75 percent Nitrogen), but they also yield a better beer that conforms more closely to the brew master’s original recipe.

Craft beers are called microbrews for a reason. Making sure that micro biotic elements do not overrun your beer is imperative. The most common intruder is Diacetyl. If you have ever tasted beer that has an overly buttery flavor, smells like movie popcorn, and has a slick and coating mouth feel, then there is a good chance you are drinking beer with too much Diacetyl in it. Diacetyl can be the product of contamination that occurs when lines are inadequately maintained. The best way to get rid of Diacetyl is with proper line cleaning practices. However, to get rid of it completely, draught lines sometimes must be replaced altogether. Acetic acid is another common “off” flavor in beer. It’s not that easy to detect, but if your draught tastes vinegary or sour, chances are you have an acetic acid problem. Another way to tell is if the beer’s body seems dissipated and thin. At high levels, acetic acid moves the flavor profile of a beer off its intended mark. Acetic acid can build up quickly in taps, and if faucets are not adequately cleaned on a regular basis, beer will begin to

possess an bitter flavor that will turn your customers away.

Oxidation is another element to watch for. Time, temperature and exposure to O2 all can contribute to oxidation and thus dull key flavors. If the beer you are drinking smells like cardboard, tastes stale and is noticeably mouth drying, then chances are, the beer has been sitting around too long, has been stored at too high a temperature and has subsequently oxidized. How can you fix this? You can’t. In this case, the beer is dead. Don’t let your beer oxidize. Pay attention to time, temperature, and leaks in the line. Keep your beer fresh!

The message is this: pay attention and get to know your draught system. Make sure it is regularly cleaned and maintained. Make sure your gas combination is on the money. Make sure your coolers are holding at the right temperatures. Attention to your system will go a long way toward ensuring that your guests who love beer (and there are a few) will continue to return. Above all, make sure your customers are getting what they expect: a delicious beer that tastes like the brew master intended, every single time your bartender draws a pint.

For more information on the proper care of draught beer systems: The Brewers Association @ www.brewersassociation.org and WRA Allied Member - Draft Doctor @ www.draftdoctorllc.com


Our industry today is faced with many challenges. How do we deal with public concerns around childhood obesity, or food allergies, or using local products, or learning how to make our operations more “green” and sustainable? The list goes on and represents many new trends operators need to address. Many of these trends are the result of new generations impacting what people buy, how much they spend and where they spend their money.

What if we approached these challenges as opportunities? Teenagers grow up having to listen to their parents, educators and employers day in and day out. What if we started listening to them? What if we included teens in our strategic planning process as we respond to these industry trends? In many ways these trends are established because the teens of today have influenced them.

The ProStart program currently reaches more than 90,000 students in the US. These kids are going to drive the industry’s future. Why not get engaged with these kids while they learn about and influence the decisions we make moving forward. Let’s say each have 10 friends on Facebook. All of a sudden we have 900,000 voices to drive and influence change.

These kids are studying culinary innovations and techniques. They are studying nutrition and visiting farmers markets and going out into the farms themselves. They are designing food trucks and espresso stands and using social media to

get the word out about what to eat and where to eat. They are our voice. They are our future.

Let’s take one example of a trend—nutrition and childhood obesity. Lakes High School ProStart in Lakewood embarked on a project to improve children’s menus in restaurants. They developed recipes in their classroom kitchen. They used an NRA program called Kids LiveWell to establish the nutritional guidelines for the recipes. A community event was planned for grade school kids and their

parents to taste and choose the winning recipes. The menu items were produced in Sodexo’s kitchens. The winning menu items then became the children’s menus in four participating Pierce County restaurants for a month. The response from the community was so good that some of those menu items remain on their children’s menus today. The school district, the campus food service provider, local restaurants and the local community partnered to make a difference in children’s health. Just imagine how this kind of collaboration would look in the minds of our government officials. Imagine the impact we could have nationally if school districts across the nation partnered with restaurants on similar projects.

Healthy food options, sustainability, food allergies and social media are trends that are here to stay, so make a point to get involved with ProStart. You’ll be ahead of the game: Let those 900,000-plus voices help in growing our businesses by proactively meeting the public’s expectations.

I don’t know why we as an industry wouldn’t want to get involved in the ProStart movement. These kids and teachers are opening their doors to your expertise. Work together with these kids on shaping our future. You won’t regret it.You can find out more about ProStart by contacting Jennifer Dixon at 877.695.9733.

900,000 voices. Will they make you or break you?By Lyle Hildahl, WRA Education Foundation director

Students from Bonney Lake High School in the ProStart program competing at the 2013 Boyd’s Coffee ProStart Invitational

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INDUSTRY CALENDARJUNE

NEW RESTAURANTS

4 Spokane Golf Tournament, HIHIT Meeting, Executive Committee Meeting

5 Seattle Restaurant Alliance Chapter Meeting (Restaurants only)

11 Spokane Chapter Meeting

18 MSC Meeting

25 Government Affairs Committee Meeting, WRA Allied Breakfast, Board Development Conference Call

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Meetings

Training

14 Carrot Cafe, SeattleA Muddy Cup, SeattleAmpersand Lounge, KentBlue Agave Mexican Grill, Gig HarborBob’s Burgers & Brew, BlaineBreakfast at Valerie’s, VancouverBrickhouse Bistro, Port TownsendCafe Abodegas, SeattleChin Corporation, SeattleCurry House, LaceyCutters Bar & Grill, Mount VernonDaily Grind Espressos LLC, PullmanElmer’s Pub, BurienEthan Stowell Restaurants, LLC, SeattleGretchen Weiss Elliott, EverettHayfield LLC, BremertonLiberty Lake Golf Course, Liberty LakeLighthouse Bar and Grill, BellinghamLouisa’s Cafe, SeattleMain Event Sports Grill, VancouverMeadowwood Golf Course, Liberty LakeMichael’s Market & Bistro, Moses LakeMill City Brew Werks, CamasMustard Seed Cafe, SeattleOrchards Tap, VancouverProspectors Bar & Grill, SpokaneRobert Bonina, SeattleRock Top Burgers & Brew, Moses LakeRTM Sea Tac, LLC, SacramentoScooter’s Burgers, SeattleSt Helens Tap House, ToledoStir Eatery and Lounge, SpokaneTake 5 Urban Market, SeattleTD Seattle Canyon’s, RedmondWarm Beach Christian Camp and Conference Center, StanwoodWest Coast Subs, Coon Rapids

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Washington Restaurant Magazine reaches nearly 6,000 decision makers and key personnel in the foodservice industry throughout Washington state. Contact Ken Wells at 425-457.1458 or email [email protected].

EMPLOYEE BACKGROUND CHECK

According to Airfactz Screening & Reporting Services, the WRA endorsed employee background check partner, one-third of job applicants lie on their applications and another five percent falsify their social security number. In today’s economically challenging times, employers are more likely to see a rise in embezzlement and other potentially harmful behaviors. In fact, a reported $4 billion is lost annually to embezzlement and a violent employee incident costs employers on average an incredible $250,000. Protect yourself with a mere $19 investment in an employee background check.

EMBEZZLEMENT AND THEFT AT THE CASH REGISTER

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RESTAURANT FOR SALE

OWNER READY TO RETIRE! Great opportunity to own an established, stable, year round drive-in business. PRIME LOCATION! Close to Ephrata High School & Sports Complex. Location on recreational hwy. Busy drive thru, RV parking, picnic area & large seating capacity dining room. Business has been state wide favorite for over 40 years. Please call Mr. Bauscher @ 509.662.9602 for more info.

Jobs for the Food and Drink IndustryStaffing Solutions for Owners & Managers

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Choices


Refresh your business to stay on trendBy Rick Braa, CHAE

Ask the Expert | Restaurant Profit Coach

A: In 2012 one of the great restaurant brands of the Pacific Northwest failed to make significant change

and was sold to a large corporate “brand vacuum.” Regardless of whether you were a fan this restaurant, they were respected for what they did in their heyday. The irony of their demise is that the company was an early adopter and often credited as the originator of happy hour, an innovation that has changed the industry. Yet, in their later years, change was out of reach for the regional giant. You can learn to create meaningful change by following the steps below:

Focus on the guest experience. Too often, companies forget to make the guest experience the number one focus. All decisions need to be made with the guest in mind. The aforementioned restaurant had a menu that could overwhelm a guest and meals that could take a long time to eat. Guests today want to be in charge of their own time and experience. When a restaurant holds a guest hostage through an extensive experience that chews up time the guest does not return as often. Deconstruct the guest experience and walk through the experience from making the reservation to the exit after the meal. Optimize every step of along the way.

Freshen food and beverage offerings. Most restaurants are capable of providing a food experience superior to the one they offer currently. The goal is to provide five food items guests cannot live without and five beverage items they can’t wait to drink. This number of signature items allows guests to return more often and provides a story that can be told when speaking with friends or co-workers. The average guest has 10 conversations per week about food and nine about beverage. Make sure your restaurant is in the conversation.

Sharpen the service package. Service must be engaging, crisp and timely, regardless of the concept. Drill into your team that they must serve every guest, every time with excellence. For example, each person in a party of four should be treated individually and connection made with each guest. It’s easy for guests to come and go and be part of a group but never experience connection to the staff

Q: My concept seems to be getting a little stale and sales are stagnant. It’s time to reinvigorate and reinvest in our restaurant. Where do I start?

and the restaurant. Start at the front desk and make sure he or she is welcoming and accommodating as though greeting each person at the front door of your home. Often the first person in the party receives a greeting and the others are not acknowledged, that doesn’t happen at your home. From there, the server must have the ability to read and customize the guest experience with excellent product knowledge and an accommodating style. If the server is well tuned to the guest, the visit will be optimized and sales maximized. The goal is accommodation of each guest not solely serving him or her.

Refresh the design. The best brands in the industry have a strategy to keep their facilities fresh. They refresh their facilities every five years and remodel every ten years. To prepare set aside 2 percent or more from the top line each year or have a line of credit available from a local bank or investor. Spend 1 percent on capital expenditures each year and save 1 percent or more for the refresh in five years. Each year, gather your team and ask them to come up with solutions to improve processes and workflow to prioritize capital expenditures. For example, if a restaurant has a large patio placing a remote beverage station and POS terminal on the patio will reduce the amount of time the server is away from serving the guest, hence reducing labor usually in support positions. Additionally, take the time to sit, eat or dine at each table and seat in your restaurant. Opportunities for improving the guest experience through design will appear. Be sure to freshen the food first, sharpen service second and complete the design element LAST.

To keep your concept fresh and relevant, focus on the guest experience and invite your team to innovate the product, service and design of the restaurant, and sales and profitability will reach new heights.

For a more information on improving profitability and driving sales, contact AMP Services at [email protected]. Rick Braa is the founder of AMP Services, an accounting and consulting firm specializing in helping companies grow profitability.

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washington restaurant magazine may 2013

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