food for thought - winter 2011

Upselling for HIGHER PROFITS & TIPS: The No Cost Solution to IncreaseYour Bottom Line SOUP’S ON withRye Street Consumer Preferred Soups: Plus Soup Facts,Tips & Trends

Restaurant Marketing Tips HOLIDAY STYLE: How to Take Advantage of the Holiday Season Plus Take Action Now to Prevent January From Being a Slump! RESTAURANT SPOTLIGHT: Vitello’s Osteria &Farfalla TrattoriaFeaturing ExecutiveChef Santino!

WINTER 2011/2012 By ROMA Of SOuThERN CAlIfORNIA

Food for Thought – Winter 2011/2012 ROMA Foods – www.romafood.com 03

Contents

STIR UP SOUP SALES!13

WINTERIzING THE PIzzA15

RESTAURANT MARkETING TIPS: Holiday Style16

NATIONAL FOOD HOLIDAYS18

UPSELLING FORHigHer ProfitS & tiPS04

SUCCESS IS SWEET: Making Money witH deSSertS

07

CULINARY ART:More tHan juSt Cooking

09

RESTAURANT SPOTLIGHT: Vitello’S oSteria10

RESTAURANT SPOTLIGHT:farfalla trattoria,featuring exeCutiVe CHef Santino

11

Food for Thought – Winter 2011/2012 ROMA Foods – www.romafood.com04

Upselling is one of the easiest ways to increase your profits without having to spend a dime. Your cashiers and servers should all be utilizing the upselling technique.

BENEFITS OF UPSELLING INCLUDE.• Higher Check Averages

•Increased Levels of Customer Satisfaction: When your diners are made aware of the options available to them and your servers “suggest” how their meals can be enhanced, your guests will leave happier and more satisfied.

• Increased Levels of Employee Satisfaction: Higher check averages means more tips.

• Increased Number of Profitable Sales: Not only does upselling lead to selling more menu items but it also increases sales for your higher profit items as your servers learn to “suggest” those items.

Example of The Wrong Way To Upsell & The Right WayGuests at a table have finished their main course and the table has been cleared. The server asks if they would like dessert and the guests reply “no”. The End….no additional sales.

EFFECTIvE STRATEGY: Assume that when diners go to a restaurant for a meal they are treating themselves and that they will want dessert. So now, after the table has been cleared the server walks up with a dessert tray and says, “would you guys like to hear about our fabulous desserts?” The customer agrees and the server proceeds by describing the desserts in a ‘tasty’ manner.

PROFITABLE ITEMS TO SUGGEST OR UPSELLBEvERAGES: Even if your guests asks for water, do not assume tap water. Just ask Bottled flat or sparkling.

APPETIzERS/STARTERS: Typically one of the easiest menu items to upsell since the customer is more than likely already hungry. Take advantage of this.

TRY OUR ASSOLUTI LINE OF FROzEN APPETIzERS.

UPGRADES: “Would you like to supersize that?” This is a timeless example of upgrading. Ask the customer if they would like to add chicken to their pasta dish a soup and salad to their meal or if they want to try the guacamole with the chips and salsa.

DESSERTS: “Oh, I’m so stuffed,” is often the excuse to why your customer can not order dessert. Do not let it happen. While your guest is enjoying their main course make sure the server plants the “dessert seed” in their head by saying something like “make sure you leave room for one of our popular desserts”. When dessert time comes, if they still say they are “too stuffed”, offer them your smaller portion dessert items or let them know about your sweets that are perfect for sharing. If for some reason they still say no, let them know which desserts are perfect “to go”.Upselling and suggestive selling are simple no cost ways of increasing your profits. Ensure that your waitstaff and cashiers are all aware of the techniques and that they use them on all customers. Remind them that upselling means increased tips.

Upselling forHigHer Profits & tiPs

9308087 Broccoli & Cheddar Nugget, Breaded 4 – 3 lb9308095 Jalapeno & Cheddar Stuffed Popper Breaded 4 – 3 lb9308068 Onion Ring Steak Cut Breaded 1/2” 6 – 2.5 lb9308094 Mushroom Whole Button Breaded 4 – 3 lb9307024 Mozzarella Cheese Stick Battered 3” Ovenable 4 – 3 lb9308093 Zucchini Sticks Breaded 4 – 3 lb9308096 Jalapeno & Cream Cheese Stuffed Popper Breaded 4 – 3 lb9308071 Onion Ring Beer Battered 5/8” 4 – 2.5 lb9307023 Mozzarella Cheese Sticks Breaded 4 – 3 lb


Desserts are an item of indulgence. It is something we eat as a treat and fulfills our emotional needs. To sell more desserts you have to convince guests that this is something they want to do. It has to appeal to their senses and you have to instill the belief that the pleasure they will receive from this indulgence will outweigh any type of guilt they may feel afterwards. Follow these tips to increase your profits and increase your servers’ tips.

EATING WITH YOUR EYES: People eat with their eyes so have plenty of visuals available. Dessert trays and tableside presentations work great. Also, be sure to include pictures on your dessert menu. The visuals make it difficult for your guests to say no.

THE PERFECT WORDS: The words your servers use to describe the desserts will seal the deal. Use words that paint a vivid picture of the ingredients, appearance, tastes and texture and make your guests’ mouths water before the dessert even reaches the table.

DESCRIPTIONS YOU CAN TASTE:

A LITTLE SOMETHING FOR LATER: If guests are in a hurry to leave, have excuses on why they do not want a dessert right now, etc., offer them a dessert to go. More than likely when your guest said no to a dessert they said something like “oh that sounds so good but”, or “they all seem so delicious but”. Well, do not let them leave without a dessert. Let them know you can have it quickly prepared to take and eat later. Know which dessert items travel well and do not require refrigeration.

TASTING: It is important that your waitstaff buys in to your menu items. Once they see and taste the desserts, they are able to easily show, describe and sell the items. Do a sampling with your servers of the items and make them believers!

fresh whipped creamtriple chocolateswirls of deliciousmelt in your mouthtopped with fresh

drizzled inthick and frostywarm and lusciousgooey

sUCCess is sWeet:Making Money

With Desserts


While the preparation of food is considered a true science, the presentation of food is, to many creative chefs, a form of art. Great plate presentation involves taking into consideration the shape, color, texture, and arrangement of food on a plate. While diners come to your restaurant looking foremost for a delicious meal, an artistic presentation of that same delicious meal can vastly increase a diner’s overall restaurant experience. The visual experience of dining alone is said by many to be 90% of a customer’s experience. So don’t fall short on making your food look beautiful – a little bit of creativity just may gain you that repeat customer or recommendation you need!

Below are some suggestions to create an overall extraordinary dining experience for your customers: SERvICE This can be most simply defined as the delivery of selected foods to a customer with impeccable service. The dress of the staff is one of the first judgments made by a customer. Is the server’s clothing clean and neat? Is the server well-groomed? Is the server well spoken and knowledgeable about the menu and establishment? Has the butter been slacked to room temperature for the customer? Has the bread been heated? Is the tablecloth clean? Are the silverware, glassware and plates clean? Was the customer greeted when he or she arrived? Are the bathrooms clean? The list can go on and on. The focus here is to understand that the overall look and feel of the establishment and the professionalism of the Front of the House staff are as vital a part of your operation as the food. Customers are more likely to return to establishments that gave them the great overall experience. PREPARING FOOD PROPERLY No amount of “bells and whistles” (garnishes) will hide a food item that has not been cooked properly. This refers to something as simple as preparing a steak to the proper internal degree of doneness or as complex as a gastrique that has been reduced at the proper heat so as not to crystallize the sugars. This really goes back to cooking as a true science. First a chef must understand and perfect the preparation of food and all of its components. This must be the number on priority for your entire kitchen staff - a plate may be garnished to perfection but a beautiful plate of ill-prepared fish will still be sent back every time. Food sent back costs you both time and money (and perhaps a repeat customer), so make sure that both time and care are put into each dish first and foremost. CUTTING FOOD A chef often uses a knife the way an artist uses a paint brush. With the help of a great knife, a chef has the ability to change the normal shape of a food item into something truly extraordinary. The key here is consistency. For example, make sure the whole bucket of julienned carrots are exactly the same size and shape to create a neatness to your plate that will not distract the eye of the consumer. Cutting your food items to the same approximate

size and shape will also help to make sure that your cooked items are consistently prepared to the same level of “doneness”. And don’t be afraid to combine the wonderful food shapes created by your trained chef on the plate in a way that will be memorable for the customer. MOLDING FOOD Foods like rice, salsa, grains, and potatoes can be shaped into a visually pleasing form by using a mold. Kitchen tools such as timbales, ring molds, ramekins, glassware, and even PVC pipe can be used to achieve height, shape, and form to a plate to make it more appealing and interesting to a customer. (Make sure to ask your PERFORMANCE Foodservice Area Manager about E&S Direct, he or she can help you find the perfect mold to give that wow factor to your next dish). PLATEWARE Choosing the right plate to present your food is often as important as the food itself. Picking shapes, colors, rim sizes, rim decorations, or even a small cast iron skillet to present the food you have poured your passion into can make the difference between getting $8.00 and $16.00. Especially for dishes that may be more monochromatic in nature, a dish or bowl that contains a pop of color can give your dish the eye appeal it needs. PLACING FOOD ON THE PLATE Always consider the different shapes, harmony of colors, visual textures, and height when putting a plate together. Make sure to keep it beautiful and appetizing. When a plate gets set in front of a customer, make sure that he or she is going to be very impressed. Creating new ways of presenting old favorites will provide a memorable experience. Who says a sandwich has to lie flat on a plate? Propping one half of a sandwich against the other will give your customer a view into all of the elements of your dish. If your chefs work hard to create their dishes, make sure the customer can see it! GARNISHING Dusting a plate with garnishes like paprika, powdered sugar, or parsley is a great way to accent your food. Don’t be afraid to use fresh herbs, micro greens, or edible flowers, these items will give a pop to the eye and give a little bit more visual interest to your dish. Putting sauces in streakier bottles to create patterns is another great resource in decoration and can transform a normal dish into a work of art.

So remember, before your customer gets the chance to taste your dish, the eye appeal will already give him or her some preconceived notions about your establishment, and the dish about to be consumed. In other words, people eat with their eyes first, so make sure that the passion you and your chefs put into your dishes is reflected in every area of your establishment.

Culinary Art More than JUst Cooking

Contributed by: Chef Lonnie Varisco,Center of the Plate SpecialistPerformance Foodservice - Caro ROMA

VITELLO’S OSTERIA

For decades Vitello’s Restaurant in Studio City, CA, has been packed with diners who love the food, the superb service and the old school Italian ambience. In January 2011, Vice President & General Manager Brad Roen, who has over 25 years of experience in the industry decided it was time for a change. A change to turn the iconic favorite that many well know names such as Frank Sinatra, Frankie Muniz (Malcom in the Middle), Melissa Joan Hart (Sabrina the Teenage Witch), and Michael Landon have dined, into something a little more, as Brad says, “hip”.

The courage of Brad Roen, means change from an old fashioned Italian Restaurant to a modern and fresh authentic Italian Restaurant. Executive Chef Tonino Cardia adds to Vitello’s the ultimate flavor, touch and smiles that customers can finally enjoy from the experience of both Brad and Chef Tonino. The long time menu was the first to undergo a makeover. Brad first hired Executive Chef Tonino Cardia, originally from Sardinia, Italy, as Executive Chef for Vitello’s. Chef Tonino also happens to be their first Italian Chef. Together the two created a menu made only with fresh and high quality ingredients. Even their herbs are purchased daily from a local woman who grows them in her back yard.

When you walk into the 320 seat restaurant you feel as if you are on a set of an old Italian mafia movie. It’s charming and has character. And although many will be sad to see it go, Brad has plans to create something classy and modern.

Change is something that most of us avoid unless necessary. But many times change can result in great things. Make no mistake, the combination of Brad and Chef Tonino means authentic Italian food in Studio City.

www.Vitellosrestaurant.com4349 Tujunga AveStudio City, CA 91604

RESTAURANT Spotlight

Bed of Risotto Milanese toped with the braised Osso Bucco


farfalla trattoriafeaturing executive Chef Santino

John Borghetti, Owner/Sommelier, and Santino Coccia, Owner/Executive Chef, opened the first Farfalla location in 1988 on Hillhurst Ave. Diners quickly fell in love with not only their authentic and fresh menu of Italian and Mediterranean items but also their service level. The success of their Los Angeles location prompted the duo to expand the concept. They now own three Farfalla locations with their newest in Encino and two Brazillian themed restaurants.

vINOTECA FARFALLALos Feliz/Hollywood – 323.661.8070

FARFALLALos Feliz/Hollywood – 323.661.7365

FARFALLAWestlake Village – 805.497.2283

TROPICALLA BRAzILLIAN GRILLLos Feliz/Hollywood – 323.644.1798

GALLETTO BAR & GRILLWestlake Village – 805.449.4300

The Farfalla menu’s include unique salads such as the “Insalata di Farro”, which is a healthy, whole grain salad featuring farro (a spelt grain) which is unlikely to be found elsewhere. The impressive multidecades of kitchen experience of the Executive Chef Santino has a unique touch to finish the risotto with mushroom and the maccheroni puttanesca by carving an imported 80 pound whole wheel of parmiggiano reggiano cheese from Italy and finishing these entrée’s by tossing the risotto and maccheroni pasta inside the carved parmiggiano wheel at tableside. Absolutely clever and creative by the Executive Chef Santino.

Seasonally, the Executive Chef Santino tweaks their menu to incorporate the freshest and organic vegetables that are available. One thing that you are guaranteed to find at Farfalla’s is the freshest food and a staff that is fluent in the Italian language.

www.farfallatrattoria.com

RESTAURANT Spotlight

Farfalla Encino, CA

Insalata di Farro

Executive Chef Santino (Left) with Staff

Executive Chef Santino Adding His Unique Touch



soUp’s ON!

A BLANk CANvAS FOR YOU TO CUSTOMIzENot a pro at making pizzas? Or looking for a quick and tasty way to make pizzas? No need to worry. We have you covered. Ultimo! Classic Cheese Pizzas have a self-rising crust and blend of exclusive cheeses to create an authentic and savory flavor experience. Show your culinary creativity and top all three sizes (7.5, 12 and 16 inch) with your own custom topping combinations. Enjoy a taste of Italian style with Ultimo! Pizzas and pizza toppings.

275727 Luigi Pepperoni Sliced 14ct Fonte Argento072332 Ultimo Supreme Pepperoni Sliced 14-16ct021979 Ultimo Supreme Pepperoni Sliced Supreme 15 Slices, Frozen020399 Ultimo Pepperoni Sliced 14-16ct020754 Ultimo Beef Topping Pepper Gold020490 Ultimo Pork Topping Hot Pepper & Sage020558 Ultimo Sausage Topping Italian023821 Ultimo Sausage Topping Italian Hand Pinched9252023 ROMA Pepperoni NJ Sliced 14ct NC Frozen9252010 Luigi Pepperoni Sliced 13ct Course Ground072332 Luigi Beef Topping FC Frozen072333 Luigi Pork Topping Spicy FC Frozen9252546 Assoluti Sausage Topping Spicy

WINTERIzING THE PIzzAWelcome the Winter season with pizzas that incorporate our favorite ingredients for the season. Take advantage of the fresh toppings that thrive during these months

Toppings Suggestions for ‘Winter’ Pizza

WINTER WONDERLAND PIzzAA Roasted Butternut Squash Pie with Caramelized Onion, Gorgonzola & Crispy Fried Sage

INGREDIENTS:• Butternut Squash (Cut into 1/2” cubes)• Olive Oil• Salt & Pepper• Butter• Onion Sliced• Garlic Chopped• Sage Leaves• Mozzarella Cheese Grated• Gorgonzola or Blue Cheese Crumbled• Prepared or premade crust

DIRECTIONS:• Mix the butternut squash with olive oil.• Preheat oven to 350F and roast the squash for about 30-45 minutes until tender.• Caramelize onion on low heat with oil and butter, about 40-60 minutes.• Sauté sage leave for about 2-3 minutes until crispy.• Top crust with onions, butternut squash, mozzarella cheese and gorgonzola cheese• Bake in a 500F oven for 5-10 minutes until golden brown.• Top with sage leaves


OlivesArtichokesSundried TomatoesPestoKaleOnionGarlic

LeeksFruitsFigsPineappleSquashMushrooms

Catering is big during the Holiday season. During this time most people are going to parties or are attending events. Most restaurants see an increase in volume but know well in advance how busy they are going to be. This is where catering and hosting parties is critical.

Let your staff know how much you appreciate them! As great as the Holiday season can be, it also tends to be a hectic and stressful time for everyone. Be aware of their feelings and mood. Contests are a great way to boost spirits. Idea’s include selling the most desserts, most wine sold, most after dinner drinks sold, etc. Make the prizes worthwhile. A $25-$100 bonus for each of the contest winners is a great prize. Also, consider going to neighboring restaurants and trade gift cards. They can offer your gift cards to their staff while you offer the neighboring restaurants’ gift cards to your staff!

THE SEASON OF GIFT GIvING: Consumers are looking for easy, convenient and pocket friendly ways to give during the Holidays and gift cards are the ‘it’ item. Generate interest in your gift cards by offering customers a perk for buying them from you. For example: Receive a FREE $5 gift card for every $25 gift card purchased.

LET US DO THE COOkING: The last few weeks before the new year consumers are busy purchasing gifts, hanging decorations, entertaining guests and running around crazy. Offer special meal pricing during the holidays targeted at busy families that they can serve in the own home or in your establishment. Send out a holiday card or mailer about your offer.

LIMITED TIME ONLY: The holidays are the perfect time to offer limited time dishes on your menu focusing on seasonal items and flavors. Limited time menu offers are advantageous as they encourage consumers to hurry in and try a new item before it’s too late.

SHOW YOUR SPIRIT: If you truly want to take advantage of the holiday season, consider decorating your establishment with some twinkling white lights, garland and a wreathe or two should do the trick. Having a fun and festive atmosphere will let your diners feel more in season….and apt to try some of your new limited time offerings!

PREvENT THE JANUARY SLUMPWITH THE “SECRET’ ENvELOPE SPECIALBusiness in December will turn out great. But then January rolls around and cuts into all the profit you made during the previous month. Turn the typical sluggish month of January around by offering The ‘SECRET’ Envelope.

HOW IT WORkS:1. Between Thanksgiving and New Years Eve, give your guests a sealed envelope (preferably colored) with a prize inside.

2. Ask your guests to come in during the month of January to open the envelope and redeem their prize.

3. Make sure you specify that the envelope must be unopened to redeem the prize/special.

4. Only one envelope may be redeemed per visit.

5. The curiosity of your customers wanting to know what is in their envelope will bring them back to your restaurant.

6. Add up the value of all the specials put in to the envelopes to determine a grand total. For example, if you have 500 red envelopes stuffed with specials valued at $10 each, on the front of the envelope you can say… ‘$5000 Giveaway!’


restaUrant Marketing tips:

HOLIDAY STYLErestaUrant Marketing tips:

HOLIDAY STYLE

NATIONAL FOOD HOLIDAYSCelebrate National Peanut Butter Lover’s Month With

Chocolate-Peanut Butter Pizza DelightINGREDIENTS:ButterGranulated SugarBrown Sugar, Firmly PackedPeanut ButterEgg All Purpose FlourBaking SodaSemi Sweet Chocolate Chips

PREPARATION:• Preheat oven to 350 degrees F• Cream butter, sugar, brown sugar and peanut butter until light and fluffy. • Beat in egg, flour, and baking soda• Stir in half of the chocolate chips• Spread the dough onto a pizza pan• Bake until lightly brown. About 20-25 min. • Remove from oven and sprinkle with\ remaining chocolate chips.• Drop spoonfuls of peanut butter on top. • Serve at room temperature.

NOVEMBERNATIONAL FUN WITH FONDUE MONTHNATIONAL GEORGIA PECAN MONTHNATIONAL PEANUT BUTTER LOVER’S MONTHNATIONAL PEPPER MONTHNATIONAL RAISIN BREAD MONTH

1 National French Fried Clam Day2 National Deviled Egg Day3 National Sandwich Day4 National Candy Day5 National Doughnut Day6 National Nachos Day7 National Bittersweet Chocolate with Almonds Day8 National Harvey Wallbanger Day9 National Scrabble Day10 National Vanilla Cupcake Day11 National Sundae Day12 National Pizza with the Works Day13 National Indian Pudding Day14 National Guacamole Day15 National Clean out your Refrigerator Day16 National Fast Food Day17 National Baking day18 National Vichyssoise Day19 National Carbonated Beverage with Caffeine Day20 National Peanut Butter Fudge Day21 National Stuffing Day22 National Cranberry Relish Day23 National Eat a Cranberry Day24 National Espresso Day25 National Parfait Day26 National Cake Day27 National Bavarian Cream Pie Day28 National French Toast Day29 National Chocolate Day30 National Mousse Day

DECEMBERNATIONAL FRUIT CAKE MONTHNATIONAL EGG NOG MONTH

1 National Pie day2 National Fritters Day3 National Ice Cream Box Day4 National Cookie Day5 National Sacher Torte Day6 National Gazpacho Day7 National Cotton Candy Day8 National Brownie Day9 National Pastry Day10 National Lager Day11 National Noodle-Ring Day12 National Ginger Bread Day13 National Cocoa Day14 National Bouillabaisse Day15 National Lemon Cupcake Day16 National Chocolate Covered Anything Day17 National Maple Syrup Day18 National Roast Suckling Pig Day19 National Oatmeal Muffin Day20 National Sangria Day21 National Hamburger Day22 National Date Nut Bread Day23 National Pfeffernuesse Day24 National Egg Nogg Day25 National Pumpkin Pie Day26 National Candy Cane Day27 National Fruit Cake Day28 National Chocolate Candy Day29 National Pepper Pot Day30 National Bicarbonate of Soda Day31 National Champagne Day

JANUARYNATIONAL HOT TEA MONTHNATIONAL OATMEAL MONTHNATIONAL SLOW COOKING MONTHNATIONAL SOUP MONTH

1 National Bloody Mary Day2 National Cream Puff Day3 National Chocolate Covered Cherry Day4 National Spaghetti Day5 National Whipped Cream Day6 National Bean Day7 National Tempura Day8 National English Toffee Day9 National Apricot Day10 National Bittersweet Chocolate Day11 National Hot Toddy Day12 National Marzipan Day13 National Peach Melba Day14 National Hot Pastrami Sandwich Day15 National Fresh Squeeze Juice Day16 National Fig Newton Day17 National Hot Buttered Bun Day18 National Peking Duck Day19 National Popcorn Day20 National Butter crunch Day21 National Granola Bar Day22 National Soup Swap Day23 National Pie Day24 National Peanut Butter Day25 National Irish Coffee Day26 National Peanut Brittle Day27 National Chocolate Cake Day28 National Blueberry Pancake Day29 National Corn Chip Day30 National Croissant Day31 National Brandy Alexander Day


When Our Customers Do Well…

16639 Gale AveCity of Industry, CA 91745

www.RomaFood.com

www.RomaFood.com • 1-800-967-ROMA

The Roma Family wishes you a Wonderful Holiday Season & Happy New Year!

of Southern California

We All Do Well…

food for thought - winter 2011

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