here’s how to ensure big appetites get their fill · at tremont 647, in boston, chef-owner andy...

2
36 FOOD FANATICS | SPRING 2016 foodfanatics.com | FOOD FANATICS 37 HERE’S HOW TO ENSURE BIG APPETITES GET THEIR FILL They’re the same diners who look askance at dainty portions of protein, who ask about the size of a special before placing an order, who embrace the breadbasket with gusto. It’s easy to assume that insatiable diners only frequent buffets and all-you- can-eat deals, but that thinking would be off base. “Consumers today are looking for a variety of options on menus, so they can get exactly what they want depending on the eating occasion and customize their meal,” says Annika Stensson, director of research communications at the National Restaurant Association. For every health-conscious diner who’s hoping for a half-portion, there’s a bigger appetite that doesn’t mind paying a premium to fill up. To balance hearty appetites against the bottom line: Think beyond one-size-fits- all portions, and deploy simple strategies that help hungry diners get truly fed. “What we’re seeing more of is staggered portions on menus nationwide,” says Mary Chapman, formerly of food research firm Technomic Inc. Eighty-six percent of diners in a Technomic survey said they’d be more likely to visit a restaurant with substantial and filling portions. Yet nearly as many diners rated staggered portions as an important value-driven consideration over large portions. Younger diners dig the appeal of creating a customized meal: 65 percent of 18- to 34-year-olds are willing to pay more for large portions, and 46 percent are willing to splurge for more protein. This means satisfying these hungry diners can also feed your bottom line. “Someone should be able to come in, get fed and leave full,” says Kelly Whitaker, chef- owner of Denver-based restaurants Cart- Driver and Basta. “You don’t want a guest paying a $150 bill and then asking where the closest In-N-Out Burger is for the drive home.” RAVENOUS. HEARTY. HOWEVER YOU DESCRIBE THEM, DINERS WITH BIG APPETITES ARRIVE AT RESTAURANTS LOOKING TO BE FED—A LOT. BY KATE ROCKWOOD

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Page 1: HERE’S HOW TO ENSURE BIG APPETITES GET THEIR FILL · At Tremont 647, in Boston, Chef-owner Andy Husbands replaced the complimentary baskets of focaccia with $7 skillet cornbread

36

F

OO

D F

AN

AT

ICS

|

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OD

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37

HER

E’S

HO

W

TO E

NS

UR

E B

IG

AP

PET

ITES

G

ET T

HEI

R F

ILL

Th

ey’r

e th

e sa

me

din

ers

wh

o lo

ok

ask

ance

at

dai

nty

po

rtio

ns

of p

rote

in, w

ho

ask

ab

ou

t th

e si

ze o

f a s

pec

ial b

efo

re p

laci

ng

an o

rder

, wh

o

emb

race

the

bre

adb

aske

t wit

h g

ust

o.It

’s

easy

to

as

sum

e th

at

insa

tiab

le

din

ers

on

ly f

req

uen

t b

u$

ets

and

all

-yo

u-

can

-eat

dea

ls, b

ut

that

th

ink

ing

wo

uld

be

o$

bas

e.

“Co

nsu

mer

s to

day

ar

e lo

ok

ing

for

a va

riet

y o

f o

pti

on

s o

n m

enu

s, s

o t

hey

can

ge

t ex

actl

y w

hat

th

ey w

ant

dep

end

ing

on

th

e ea

tin

g o

ccas

ion

an

d c

ust

om

ize

thei

r m

eal,”

say

s A

nn

ika

Ste

nss

on

, d

irec

tor

of

rese

arch

co

mm

un

icat

ion

s at

th

e N

atio

nal

R

esta

ura

nt

Ass

oci

atio

n.

Fo

r ev

ery

hea

lth

-co

nsc

iou

s d

iner

wh

o’s

h

op

ing

for

a h

alf-

po

rtio

n,

ther

e’s

a b

igge

r ap

pet

ite

that

do

esn

’t m

ind

pay

ing

a p

rem

ium

to

fill

up.

To

bal

ance

hea

rty

app

etit

es a

gain

st

the

bot

tom

lin

e: T

hin

k b

eyo

nd

on

e-si

ze-fi

ts-

all

po

rtio

ns,

an

d d

eplo

y si

mp

le s

trat

egie

s th

at h

elp

hu

ngr

y d

iner

s ge

t tru

ly fe

d.

“Wh

at w

e’re

see

ing

mo

re o

f is

sta

gger

ed

po

rtio

ns

on

men

us

nat

ion

wid

e,”

says

Mar

y C

hap

man

, fo

rmer

ly o

f fo

od

res

earc

h fi

rm

Tec

hn

om

ic I

nc.

E

igh

ty-s

ix

per

cen

t o

f d

iner

s in

a

Tec

hn

om

ic s

urv

ey s

aid

they

’d b

e m

ore

lik

ely

to v

isit

a r

esta

ura

nt

wit

h s

ub

stan

tial

an

d

fill

ing

po

rtio

ns.

Yet

nea

rly

as m

any

din

ers

rate

d s

tagg

ered

po

rtio

ns

as a

n i

mp

ort

ant

valu

e-d

rive

n

con

sid

erat

ion

ov

er

larg

e p

ort

ion

s. Y

ou

nge

r d

iner

s d

ig t

he

app

eal

of

crea

tin

g a

cust

om

ized

mea

l: 6

5 p

erce

nt

of

18-

to 3

4-y

ear-

old

s ar

e w

illi

ng

to p

ay m

ore

fo

r la

rge

po

rtio

ns,

an

d 4

6 p

erce

nt a

re w

illi

ng

to s

plu

rge

for

mo

re p

rote

in.

Th

is m

ean

s sa

tisf

yin

g th

ese

hu

ngr

y d

iner

s ca

n a

lso

feed

yo

ur

bot

tom

lin

e.“S

omeo

ne

shou

ld b

e ab

le t

o co

me

in,

get

fed

an

d le

ave

full,

” sa

ys K

elly

Wh

itak

er, c

hef

-ow

ner

of

D

enve

r-b

ased

re

stau

ran

ts

Car

t-D

rive

r an

d B

asta

. “Y

ou d

on’t

wan

t a

gues

t p

ayin

g a

$150

bil

l an

d t

hen

ask

ing

wh

ere

the

clos

est I

n-N

-Ou

t Bu

rger

is fo

r th

e d

rive

hom

e.”

RAV

ENO

US

.

HEA

RT

Y.

HOWEVER YOU DESCRIBE THEM,

DINERS WITH BIG APPETITES ARRIVE AT

RESTAURANTS LOOKING TO BE FED—A LOT.

BY KATE ROCKWOOD

Page 2: HERE’S HOW TO ENSURE BIG APPETITES GET THEIR FILL · At Tremont 647, in Boston, Chef-owner Andy Husbands replaced the complimentary baskets of focaccia with $7 skillet cornbread

38

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OO

D F

AN

AT

ICS

|

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RIN

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016

foo

dfa

na

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|

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OD

FA

NA

TIC

S

39

Dare to Share

Sh

ared

pla

tes

may

feel

so

20

11, b

ut t

hei

r fl

exib

le

form

at a

pp

eals

to m

ore

than

on

e d

emo

grap

hic

. A

t B

asta

, th

e $

82

scr

atch

-mad

e la

sagn

a re

-q

uir

es 2

4-h

ou

r n

otic

e b

ut

stil

l ge

ts o

rder

ed

mu

ltip

le t

imes

a w

eek

. Th

ou

gh t

he

men

u s

ug-

gest

s th

e d

ish

fo

r “f

ou

r to

six

peo

ple

,” W

hit

a-ke

r’s

seen

tab

les

of

two

ord

er t

he

mam

mot

h

dis

h.

“So

me

peo

ple

kn

ow t

hey

wan

t to

bri

ng

mo

st o

f it

ho

me

for

lun

ch t

he

nex

t d

ay; o

ther

s ar

e ju

st h

un

gry,

” h

e sa

ys.

Din

ers

aren

’t t

he

on

ly o

nes

sat

isfi

ed. S

har

e-ab

le p

late

s ar

e a

bac

k-o

f-h

ou

se b

oo

n.

“Wit

h

larg

e fo

rmat

, on

e se

rvin

g o

f b

eef

take

s ca

re o

f fo

ur

gues

ts, i

nst

ead

of f

ou

r in

div

idu

al s

ervi

ngs

,”

Wh

itak

er s

ays.

“T

hat

rea

lly

o$

sets

th

e lo

ad o

f th

e li

ne.

Beef It Up

In

Du

luth

, M

inn

esot

a,

hu

nd

red

s o

f m

ade-

fro

m-s

crat

ch d

iner

mea

ls a

re s

erve

d d

aily

at

Th

e D

ulu

th G

rill

. To

avo

id o

verw

hel

min

g an

al-

read

y b

ust

lin

g li

ne

wit

h s

tagg

ered

po

rtio

ns,

the

rest

aura

nt

reli

es o

n a

dd

-on

s li

ke a

hal

f-p

ou

nd

, gr

ass-

fed

bee

f bu

rger

, lam

b s

han

k g

yro

s, g

rill

ed

kal

e an

d

bac

on

-blu

e ch

eese

co

lesl

aw.

“We

do

n’t

tit

le a

nyt

hin

g h

eart

y o

r li

ghte

r, b

ut

that

’s

an e

asy

way

to

ad

just

yo

ur

po

rtio

n s

ize,

” sa

ys

co-o

wn

er T

om

Han

son

.B

ulk

do

esn

’t a

lway

s h

ave

to b

e se

rved

on

th

e si

de,

eit

her

. Wh

en M

att

Sel

by

was

th

e ch

ef a

t D

enve

r’s

Cen

tral

Bis

tro

& B

ar, h

e cr

eate

d a

pro

-te

in m

enu

fo

r th

ose

loo

kin

g to

bee

f u

p a

mea

l. “P

eop

le a

dd

sea

red

sal

mo

n o

r h

ou

sem

ade

ba-

con

or

gril

led

ste

ak t

o e

very

thin

g,”

says

Sel

by,

w

ho

rec

entl

y la

un

ched

a r

esta

ura

nt

con

sult

ing

bu

sin

ess.

“T

he

pro

tein

ad

d-o

n in

crea

ses

chec

k

aver

ages

, an

d it

hel

ps

the

gues

t fee

l lik

e th

ey g

ot

eno

ugh

to e

at.”

Show Me the Bread Basket

Wai

st-w

atch

ers

kn

ow

to

avo

id t

he

bre

adb

as-

ket

’s s

iren

so

ng,

bu

t o

$er

ing

that

mo

un

tain

o

f ca

rbs

can

be

a w

in-w

in f

or

ever

yon

e: I

t fi

lls

din

ers

up

wit

ho

ut

dra

mat

ical

ly d

rivi

ng

up

fo

od

co

sts.

T

o r

edu

ce w

aste

d m

on

ey o

n ta

ble

s th

at a

ren

’t

goin

g to

to

uch

it,

Ch

ef-o

wn

er C

hri

sty

Hay

es

of

Wo

od

lan

d,

Cal

ifo

rnia

-bas

ed M

ojo

’s K

itch

-en

42

8, h

as a

sim

ple

so

luti

on

: Ask

firs

t. “

We

ask

ev

ery

tab

le if

they

wan

t bre

ad, a

fter

they

ord

er,”

sh

e sa

ys. “

A lo

t o

f peo

ple

are

sta

yin

g aw

ay fr

om

Po

rtio

n P

erce

pti

on

Make a serving seem

bigger—even when it’s not.

1. Downsize your plates. Researchers

at Cornell University have found that

people tend to underestimate

the portion size of larger plates, thus

eating more and feeling less satisfied

with a meal.

2. Brag before you serve. Diners ex-

pect smaller delicacies, not dump trucks

of food, with premium ingredients like

locally raised protein or heirloom vege-

tables. Set expectations before they see

the portion size to shift their perspective

and minimize disappointment.

3. Go tall and slim. Here’s a reason

to rethink your short, squat barware:

People perceive tall-stemmed glasses as

larger, food researchers have found.

4. Intensify the flavor. Food that’s

smoky, spicy or intensely flavored can

have a greater impact on a diner’s palate

and cause them eat more slowly, even if

the portion is somewhat modest.

5. Plate with circles. The Delboeuf

illusion causes us to perceive something

as larger when it’s surrounded by a tight

circle. Keep that in mind next time you’re

finishing a plate with a garnish or sauce.

6. Stretch it out. If $40-per-pound

morel mushrooms are killing your food

cost, consider cutting the recipe with a

less expensive variety. You’ll still get the

flavor and balance costs without shrink-

ing the portions.

bre

ad th

ese

day

s, o

r th

ey w

ant m

ore

of t

he

foo

d

inst

ead

of

the

fill

er. B

ut

for

oth

ers,

th

ey r

eall

y h

ave

to h

ave

it.”

O$

er

up

to

p-n

otc

h

bre

ad,

and

yo

u

can

ch

arge

fo

r it

. A

t T

rem

on

t 6

47,

in

Bo

sto

n,

Ch

ef-o

wn

er

An

dy

Hu

sban

ds

rep

lace

d

the

com

pli

men

tary

bas

ket

s o

f fo

cacc

ia w

ith

$7

sk

ille

t co

rnb

read

. It

hel

ps

slas

h f

oo

d w

aste

w

ith

ou

t sh

rin

kin

g th

e av

erag

e ch

eck

ord

er.

“We

see

peo

ple

ord

erin

g it

as

an a

pp

etiz

er

som

etim

es, b

ut

mai

nly

as

an a

cco

mp

anim

ent

wit

h t

hei

r d

inn

ers,

” h

e sa

ys.

The Art of Selling

“Po

rtio

n s

izes

are

di$

eren

t ev

eryw

her

e, a

nd

gu

ests

are

bec

om

ing

mo

re s

avvy

ab

ou

t as

kin

g,”

Wh

itak

er s

ays.

Fo

r re

stau

rate

urs

, th

at m

ean

s ar

min

g th

e fr

on

t-o

f-h

ou

se s

ta$

wit

h t

he

pro

p-

er i

nte

l to

hel

p h

un

gry

din

ers

ord

er a

pp

rop

ri-

ate

po

rtio

ns.

“As

soo

n a

s a

new

men

u is

typ

ed u

p, t

he

sou

s ch

ef d

oes

a c

lass

wit

h t

he

serv

ers

and

go

es o

ver

the

ins

and

ou

ts o

f ea

ch m

enu

ite

m,”

say

s S

el-

by.

Th

e d

ebri

ef g

oes

so

far

as

to o

$er

th

e ex

act

ou

nce

s o

f th

e p

rote

in o

r am

ou

nt o

f pas

ta s

erve

d

wit

h e

ach

dis

h.

“Wit

h th

e ri

ght m

enu

kn

owle

dge

, ser

vers

can

cu

sto

m fi

t an

y p

art

of

the

men

u t

o s

om

eon

e’s

app

etit

e,”

he

says

. If

a d

iner

is

hu

ngr

y an

d e

yein

g th

e p

rim

i p

asta

s, f

or

inst

ance

, a s

erve

r m

igh

t su

gges

t th

e en

tree

pas

ta i

nst

ead

. If

a d

iner

ask

s ab

ou

t th

e fl

atb

read

s, t

he

serv

ers

kn

ow t

hat

on

e fl

atb

read

is

an

id

eal s

nac

k, w

hil

e th

ree

wo

rk a

s a

star

ter

for

a ta

ble

of e

igh

t.“I

t’s r

eall

y al

l ab

ou

t re

adin

g th

e gu

ests

,” s

ays

Sel

by.

“S

oli

d c

om

mu

nic

atio

n c

an b

e th

e d

i$er

-en

ce b

etw

een

so

meo

ne

leav

ing

dis

app

oin

ted

an

d s

om

eon

e fe

elin

g fe

d w

ell.”

Ka

te R

ockw

ood

is

a f

reel

an

ce w

rite

r a

nd

in

sa-

tia

ble

din

er.

WIT

H TH

E RI

GHT

MEN

U KN

OWLE

DGE,

SER

VERS

CAN

CU

STOM

FIT

ANY

PAR

T OF

TH

E M

ENU

TO S

OMEO

NE’S

AP

PETI

TE. —

Ma

tt S

elby

, for

mer

Den

ver

chef

turn

ed-c

onsu

lta

nt.

Get

a m

outh

ful f

rom

ou

r re

sid

ent

exp

ert

Port

land

ILLUSTRATION BY TIM MARRS

Craig Peck, a Food Fanatics

chef for US Foods, says think

Maine instead of Oregon

when you hear Portland.

@CraigMPeck

Follow the Food Fanatic on

Twitter for more insider tips.

FOOD

FAN

ATIC

FOOD

FANA

TIC

ROAD

TRI

P!

Wh

o w

ou

ld h

ave

ever

gu

esse

d t

hat

a s

leep

y se

asid

e to

wn

in

Mai

ne

wo

uld

riv

al S

an F

ran

cisc

o f

or

the

mo

st r

esta

ura

nts

per

cap

ita?

P

ort

lan

d,

a m

od

est

com

mu

nit

y o

f 6

6,6

00

th

at

mo

re t

han

tri

ple

s d

uri

ng

the

sum

mer

, is

bec

om

ing

know

n a

s o

ne

of t

he

mo

st r

esta

ura

nt-

den

se c

itie

s in

A

mer

ica.

Th

is c

uli

nar

y b

oo

m is

sh

ifti

ng

con

ven

tio

n-

al t

hin

kin

g th

at it

on

ly h

as lo

bst

er a

nd

a g

oo

d-l

oo

k-in

g sh

ore

lin

e.T

wen

ty y

ears

ago

, Ja

mes

Bea

rd a

war

d-w

inn

ing

chef

Sam

Hay

war

d a

nd

Dan

a S

tree

t o

pen

ed F

ore

S

tree

t in

th

e O

ld P

ort

Dis

tric

t, l

ayin

g th

e gr

ou

nd

-w

ork

for

the

loca

l an

d s

ust

ain

able

foo

d m

ovem

ents

. T

he

par

tner

s h

ave

sin

ce d

ou

ble

d d

own

, o

pen

ing

two

mo

re c

on

cep

ts: S

tan

dar

d B

akin

g C

om

pan

y an

d

Str

eet a

nd

Co.

W

ith

ove

r 50

0 re

stau

ran

ts in

21 s

qu

are

mil

es, P

ort

-la

nd

is d

raw

ing

chef

s w

ith

maj

or

stre

et c

red

. Sta

nd

-o

uts

incl

ud

e C

hef

Ch

ris

Go

uld

wh

o le

ft B

ost

on

’s U

ni

Sas

him

i Bar

at

Cli

o t

o o

pen

Cen

tral

Pro

visi

on

s an

d

bec

ame

a Ja

mes

Bea

rd a

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nal

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his

loca

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Empi

re C

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se K

itche

nA reincarnation of the famous Empire Chop Suey,

which stood in the same location from 1916 to 1953,

serves up authentic versions of Chinese dishes. Go

for dim sum, and don’t miss the wok-tossed fried rice

and lobster stir-fried Hong Kong style.

Stre

et a

nd C

o.Sam Hayward and Dana Street’s casual concept fea-

tures a Mediterranean-centric menu showcasing local

ingredients, pasta and simple, yet well-prepared fish..

Otto

Batali may have called these guys “d-bags and

thieves” for allegedly copying his restaurant by the

same name, but with 10 storefronts in metro Boston

and Maine, the local pizza chain turns out some seri-

ous pie. Meatballs are a hit, too.

Gorg

eous

Gel

ato

Don’t get the name? You will when you meet husband

and wife Milanese transplants, Donato Giovine and

Mariagrazia Zanardi. Try traditional Italian flavors like

bacio and zabaione, as well as Americanized favorites.

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