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David Townsend follows restaurants, food products, and marketing trends. His career began on the Monterey Peninsula as a Bartender advancing into restaurant management into fine-dining establishments like the Old Bath House Restaurant, Cafe Majestic, and the Mark Hopkins Hotel. aring ideas, facts, research, as well as lighter items of interest in his new Food Blog, Ambrosia-Food, Wine, Fun. David Townsend follows restaurants, food products, and marketing trends. His career began on the Monterey Penisula as a Bartender advancing into restaurant management into fine-dining establishments like the Old Bath House Restaurant, Cafe Majestic, and the Mark Hopkins Hotel. Ambrosia is published through his website dbtownsend.com One of his recent articles on Wedding Food Planning was published in the Grass Valley Union in February 2016. Comments are also welcome on any of the stories, with topics that include: "5-Star Dining in a Casual Setting", "Building Guest Loyalty," and "Off-site Banquet Logistics." Find the Blog at www.dbtownsend.com / articles-blog.

Today’s restaurant guest require visuals on social media and most operators try to keep up with media posts by taking food-selfies to show off daily specials, new desserts, and other eye-catching posts. Most of these cell phone cameras take a basic photo, but lighting is often flat creating an image that may not accomplish the task of intrigue and calling out to be involved. One basic foundation to overcoming the quick impression on Instagram is to create a plate presentation that will overcome some lighting issues or composition of the frame. This comes from well thought our presentation, or food styling. Food styling is the presentation of food on a plate. You create this presentation in the placement of items, variations of color through sauces, condiments, vegetables, even the shape and color of the plate itself. Steak on a plate with white potatoes and a few green beans may be a classic ''blue plate special" of days past, but it doesn't fly with today's sophisticated diner. It begins before any element of cooking begins. Deciding how to build the presentation will dictate some of the methods you cook a particular item. Creamer potatoes in skin add a dark rustic accent, while the same potato peeled is a delicate white orb sitting in a pool of cranberry sauce is an entirely different look. Your menu becomes the signature of your particular style or cuisine. According to Global Restaurant consultants Aaron-Allen Associates: "the menu is the single most important piece of marketing collateral that a restaurant has." Giving some fairly in-depth thought to how you present each item on your menu will make you realize that even if a guest takes a badly lite Instagram shot of your best dish, it still will look better than your competition due to an excellent presentation. Better yet, having professionally executed photography of the best items that you put out on media is the best way to 'brand' yourself and your menu. A menu on your webpage and associated photos shared on social media determine whether a potential guest even walks in the door. You have complete control of how you show off your cuisine and create your brand through great visual presentations. Restaurants can benefit from hiring a food stylist to revamp their menu, update their social media presence, and have the potential guests find intrigue in your visual presentations. As a plan to highlight your best qualities, Townsend helps you create 'brand' by focusing on food styling, fine-photography, and compelling copy-writing to tell your story in social media and web design & content. David B Townsend is a food writer, restaurant consultant working in Northern California Visit the site or click the links below for more photos and articles. To see a galley of food shots: Click Design a menu for Take Home Meals: For more articles on food and the restaurant business: AMBROSIA

Let us assume you have a solid concept, choice locale, and adequate financing to start a restaurant. You've got a business plan, worked out loans and secured your location. Now, comes the fine tuning of the process, to engage everyone involved to pull the project together. What I've outlined is how everything from this moment forward is interrelated to your concept through a visual approach to marketing. As we have become so absorbed with visuals in social and other broadcast media I use the term 'visual marketing' to illustrate the need to think of your concepts like the stylist or scene designer does when approaching the look of a movie. Like a good movie, the director works with dozens of people to bring about the final cut. For a Restaurateur, this visual approach involves numerous choices. Font styles, colors, uniforms, menu format, as well as plate presentations. Together they'll represent your vision. It is also essential to define your 'style of service.' And herein lie some of the 'service attributes' you will need to address. Continuing the entertainment metaphor service is a dance performed with grace and well-practiced skill by your staff. All these factors and impressions play into the concept. They need to be well thought out and designed into the operation and staff training. During my career in San Francisco and the Monterey Peninsula I spent many hours during the opening weeks of a new operation directing and managing the hurdles which come from every direction. To get a head start on setting a standard of service, in the weeks prior to opening, I would request servers to spend at least one full shift in the kitchen. This insight gave them the knowledge as to the process of how the food comes into the building and how it transforms into a sauce or entree and what it takes to make a great meal. To continue the thought, you also need to know the sauce is made; and in this case, how to execute the vision through a series of stylistic decisions. You need to visualize everything from the use of excellent photography, the graphics and logo to the finished look of the plated entree. All these parts of the scene define you and project your concept, and become a BRAND. I give you a top-ten list you need to consider as part of this planning. Mostly there are in the realm of marketing, but also touch on related issues which could impact marketing success, such as food safety. Marketing today involves technology awareness and savvy; not only in social media but in its use for ordering, bookkeeping, and having systems to maintain customer preferences and knowledge on your part to take advantage of the information. 1 BRANDING- Define your CONCEPT and STYLE with daily specials and signature items. Maybe you have a killer recipe for Roast Chicken, House Stew, a Shepard's Pie, or dishes the Chef has a passion for cooking. These become your signature and the 'go-to' items for locals seeking out classic comfort foods. Having notable side dishes like Polenta that you serve the most entrees, Crispy Kale or house-made Kimchee also help define your Brand. If local veggies are prominent and you can request a grower to supply them you create a brand of sorts where regulars always know whatever is fresh in season you will have to enjoy. Also, change your basic menu, weekly, or bi-monthly. Give guests a feeling that they need to come back and try newer items. Keep a basic 8-10 standards on the menu, but add another 3- 5 items every few weeks. Photograph dishes and push them out on social media. 2- POS System is critical - FIND ONE that is specific to restaurants and has sales and marketing tools like CRM* and email marketing. A good system with help you generate repeat visits and grow your customer base. Do NOT buy a 'retail' terminal! You need a 'restaurant' specific POS to expedite orders, control costs, track inventories, and help with marketing. Here is just a handful of ways a restaurant POS will work: 1- Table management, order items are sent to the kitchen, seating order of guests, splitting checks, and more. 2-Inventory controls to keep you aware of supplies and prevent out-of-stocks. Enables you to track employee performance through check averages. 3-Integrated accounting & monitor costs and sales. 4-Sales and marketing tools like *Customer Relationship Marketing (CRM); email marketing and customer data to help you generate incentives for repeat visits and grow your loyalty programs. As of this writing, the top 5 system recommendations from financesonline.com are 1] TouchBistro 2] Revel Systems POS 3] Toast POS 4] Lightspeed Restaurant 5] NCR Silver. There are dozens of systems, and they can range from under a thousand dollars to tens-of-thousands. You need to research and find one that does not only what you need to start, but can grow with and add modules as needed. Most now are cloud-based systems with growth and advancement available as you need them. 3- DONT WORRY ABOUT FOOD COST - at first. For the first four to six months allow food cost to be high. Instead of trying to get a 28-32% let it approach 40%. Aim for a full dining room with competitive pricing. It will keep people coming in the door and make them feel they can try new items over and over without the perception that you are a 'special occasion' restaurant. As you develop more specials, refine the purchasing process and negotiate better costs, you start to add higher profit items you eventually will get to a stable food cost. Cash flow is more critical than profits in your first year of operation. Keeping the Dining Room full of paying guests at fair pricing is more valued than a half-full room of high check averages. Here's an example: Let's take an entree with an $18 menu price, at 30% cost. 20 dinners at $18, 30% basic food cost- meal cost $5.4 (360-108= $252) 30 dinners at $15, 36% basic food cost- meal cost $5.4 (450-162= $288) In this example- your profit difference is negligible, but your cash flow is nearly $100 greater, and with only ten more meals, you won't need any additional staffing to accomplish ten more meals for the night. 4- DEVELOP A GREAT GUEST SERVICE TRAINING PROGRAM- From the start of the hiring process to on-going daily reviews of specials, and monthly wine tastings servers need numerous hours of training. They need to know basic sauces, some basic cooking techniques, and most important- table etiquette. Have them opt for working a kitchen shift or require it based on the skill level or your community of available workers. This effort gives them some knowledge of what grilling 'rare' means, how a sauce is made, and how to the whole process works from backdoor to tabletop. If you serve a Chipotle Aioli, your server better know what ingredients make up the sauce. The training is best headed up by the Dining Room Manager or a Consultant's input helping get ready for opening. And in most communities, you probably need to start looking for good people as soon as you have a place to interview and can set aside a few hours each week. 5- BUILD A TEAM- You need players who will commit to success: chef, dining room manager, cooks, bookkeeper, and a marketing person. Building a team entails relaying your vision and how their role plays into that vision. If you take the term literally, you are going into the 'food SERVICE business,' and everyone needs to understand how that plays out. The kitchen staff cannot fight or blame a server if the guest doesn't like a dish- JUST REDO IT. A bookkeeper answering the phone needs to be polite and help someone who may call about a transaction. The principles below apply not only to the serving staff and dining room but to all in the organization 1] Attitude- Treat the guest with dignity and respect. Suggests items based on what they are already ordering. 2] Aptitude- Know the menu- period. For cooks and others, know your job thoroughly. Aptitude requires you know that great service comes from sincere desire to help someone enjoy a night out. 3] Anticipation- Knowing the next steps in the service sequence. Stay ahead of the game. 4] Grace -Possible the most important attribute of a great server. It's about being in a graceful, rehearsed dance. For the kitchen, again, it means being humble in that sometimes things go bad and you need to make things right to please the guest. 6- YOU MUST HAVE A RETAIL AREA FOR TO-GO AND PICK-UP - the Amazon/whole foods concept will be the business model of the future. The idea needs to be planned into the entryway or a common area. Set up a refrigerated display of items for locals to drop in and get a packaged meal ready to reheat at home. Salads, simple entrees, that are always in stock - Chicken Alfredo, Half-Roast Chicken, House Stew- all in packaging that can be reheated in an oven, or microwave. Also sides of potato salad, mixed greens, house dressings, etc. This to-go concept will add hundreds of dollar per day if you keep up rotations and stock. It becomes a separate revenue source with little-added labor costs. A long-time friend and Chef Mitch Davis, who runs the kitchen at Il Fornaio in Mid-Town Sacramento does nearly $2000 a week in 'to go meals' and coffee from a side counter off the main dining room. Most major grocery stores have now embraced this 'to-go' concept. 7- SOCIAL MEDIA PROGRAM- every plate is 'styled' to be photographed. Have a staging area to shoot photos and promote specials or new items. Put someone in charge. Tie this to the Catering Manager or Dining Room Managers job description. When you do on-site or off-site catered events- take lots of pictures to post on Instagram, Facebook, etc. to constantly promote your 'special events' venue. If not doing banquets/events- have the Dining room manager take photos of daily specials for posting. You may want to consider a small area of the kitchen or bussing area where you can permanently install high-quality lighting to have an instant place to take photos of plated items. Don't just use a tablet or phone, buy a decent DSL and lens to get great close-ups. 8- FINE TUNE YOUR BAR / STYLE - homemade mixes, or quality purchasing, style of bartending- signature drinks, The resurgence of 'fine-art cocktails' has made its way into every high-end restaurant concept. Some bars make their infusions of vodka and mixes. If you utilize your bar for the higher profits, as is the norm, you need to decide if you can make in-house 'simple-syrup', 'Sweet N Sour' and other bar-mixes. If you don't take on DIY mixes, find a good boutique brand you can buy for consistency in flavoring. There is a lot of new brands of high-end bar mixes on the market. Look to brands like Tomr's Tonics, Fee Brothers Bitters, and check out sites like Kegworks for distribution of all kinds of bar supplies. One of my discoveries early in my restaurant career was Bossiere Dry Vermouth. Not only does it make one of the best Martini's but also makes for a great addition to the kitchen for a herbaceous reduction with a filet of sole or other lightly sauteed fish. I proved the merits of Bossiere while bartending at the Hotel Majestic in the mid 80's with Herb Caen hosting a martini tasting with about 10 of his 'Caenian friends'. They named the Bombay Gin-Bossiere Vermouth 6:1 'best Martini' of the night. * SF Chronicle April 24, 1986. * Food Service at the Bar? If you are going to provide food services like small plates, appetizers, or tapas, it will require a busser assigned and other factors for food delivery so as not to intrude on the bartenders being away from the bar. 9- An on-going cleaning and food-safety program. One 'perceived' unsafe meal and your days could be numbered. Keep staff off-duty any time they are sick. One minor stomach bug, inadvertently transmitted by a server handling glassware while setting the table could come back to haunt you with a guests perception of 'food poisoning'. Remember what happened at Chipotle? They had some significant issues, but they also had a bank-vault of money to fix the problem. You likely don't have that luxury. 10- FIND AN ADVISOR / MENTOR, OR CONSIDER HIRING A CONSULTANT. A consultant can help overcome some of the hidden pitfalls of opening with great reviews from the public. You only get one, maybe two chances to impress a new customer. Your mentor/consultant can train staff for the opening add set up standards and procedures. They can also help your Chef style plate presentations and photograph items to use in your initial marketing and social media. Unless you have a proven record in the Food Service business, you would be best to spend a few thousand dollars on a Food Specialty Consultant in order to stay on track and get everything right from the start. Finally: There are hundreds of articles available online to examine the various steps to opening a new restaurant. Many, I found, delve into the steps you need have accomplished well before anything I've spoken here. My hope is you realize after all the hard work and financial investment you take the marketing beyond traditionally thought as paid advertising and Public Relations. In today's visual world of Instagram, Facebook, and others the approach you take to marketing is reflected in every plate, every servers appearance, every menu you hand out. It has got to be a Visual representative of your Concept, your Story, your Brand. #branding #foodservice #resturantmarketing

Looking to cash in on the growing Wedding business in Northern California? There is a set of fundamentals to learn vastly different from general hospitality practices in order to create a special events venue. With growing competition, Event Management takes specific skills in marketing and logistics planning. If you're a restaurant, B & B or winery there is a potential niche market if you have open land, large banquet space or unique facilities which could be used for special events, in particular, weddings. Beyond preliminary basics of researching and obtaining county permits and licensing one key to success is consulting with someone who knows the market nuances to develop marketing, planning, and best utilization of the event space. Working at times with a dozen 'team-players' in the event idiosyncrasies of logistics and time management, along with the benefits of restrictions and preferred vendors to create parameters for running a successful venue. Having great people skills is also a plus. If you've gotten beyond your local hurdles in the permit process you will need to develop specific plans for a variety of scenarios to create a top-notch wedding/event venue. Consider the following as a sampling of areas to explore: ​​ Marketing- connecting with local planners, non-profits, event/wedding websites. Providing prospective clients with planning guides, preferred vendors, and logistic support. Operations- Pricing: deposits as guarantees. Daily Tasks: scheduling walk-throughs with clients, event set up procedure, maintenance, vendor calls, and staffing. Contracts: limitations on use of buildings, grounds. Equipment/Amenities- purchasing some items for added rental (vintage decor, flowers from your garden) vs. amenities provided in price (i.e. table, chairs, heat lamps) Vendors- every event requires the use of multitude outside vendors from caterers, to lighting, dinnerware rentals, etc. How to establish relationships with your particular needs, ie. delivery times, pick-up, and other restrictions which dictate operational impact. Rules / Terms of Contract- what your suppliers can and cannot do, what your event restriction entails from local codes on music volume to following ABC regulations and other rules pertinent to your situation- (i.e. no glassware in certain areas, use of open flames) Rules, and restrictions are critical for keeping public safe and your property in good condition. Although sometimes perceived as deterrents, restrictions are actually a means to create a working pallet for creative event planners. As to one of those 'hospitality practices' I referred to above, in event planning, the customer is not always right. In fact, they usually don't know what they want nor how to organize an event. They need parameters. If you leave everything up to them, they will do damage to your venue and your reputation. To begin the long process of turning a space into a working event venue you need to start asking questions of local vendors, research your local codes, and then hire someone who knows the ropes. There is a growing market in special events, and if done right can benefit the entire community by bringing in new revenues for hotels, caterers, florists, planners, transportation services and more. Consider a Wedding as an example for 100 guests. Using industry averages, (*1) your venue equals only a 20% portion of the overall cost and the caterer is another 25%. With the dress, groom's attire and ring purchase most likely near the Bride's home at 12-15%, that leaves your local community businesses directly supplying day-of services with 40% of the revenue you anchor as the event venue. For a typical $15,000 wedding, that means you help bring in around $6,000 per wedding to other business in your community, NOT including hotel rooms. If you explore the possibilities of converting your open space into an events venue you might want to start by exploring your local competition and check in with your local Business Association or Chamber of Commerce for feedback. Once you're sure you want to develop your site for events, talk to someone who has the experience to cross the many bridges you will encounter. Not only can this provide your business with new growth potential, it really will add to other community businesses who provide on-site services such as catering, flowers, and hotels. So, in your dealing with the vast paperwork you will encounter to get permits and allies in the community. There is usually a very positive outcome for more than you alone in creating an Events Venue. *1- source: TheKnot.com

There are several considerations in putting together a marketing plan for a restaurant. Based on these three functions, all other marketing tasks evolve. I've assisted in more than a handful of openings or revamps of concepts in the Bay Area and Monterey Peninsula in the past couple decades, so I've seen three critical factors begin a process from which all other marketing decisions will evolve. 1 ] Signature Menu Items- The first step in creating your Brand. You need to open with two or three items you want everyone in town to talk up. These become your restaurants 'go-to' for anyone who likes the 'best of,' be it an N.Y. Steak Sandwich, a Chicken Caesar Salad, the best Taquitos, whatever you think can distinguish you from your competition. It could be a grass-fed Burger, Ribs, or Prime Rib. However, it has to be outstanding and priced at or below similar restaurants in town. 2] Food Costs - High is ok- Ideal food costs should not be a goal in the first months of opening. Do NOT aim at a 28-30% food cost. Food costs are less significant for the first 3 - six months than filling seats and creating cash flow. [link] You can work on food costs once you have a steady, loyal crowd clamoring to get a reservation. If you Burger is $15 and your two closest competitors, are two bucks less, you're asking for trouble. New operations always have service issues and kitchen problems to work out, so give your guests the opportunity to 'give you a break' while working out the kinks, by giving them a great deal on that burger. 3] Social Media & Visual Marketing- Make your entire operation visually appealing and create a sense of excitement, of community. Stylistic choices become critical, from colors, uniforms, menu design, even the entryway appeal. These all have an immediate effect on the guest. You have to have a feeling of entertainment and panache to immediately grasp the new guest's interest in what they can expect- based on the visual impression from the moment they walk in your door. The concept involves everything from the hosts greeting, the ease of finding a menu to browse, and a feeling of comfort and wanting to explore. Based on these three functions, all other marketing tasks evolve. Although there is an overlapping of marketing tools with operational tasks as in fulfillment of claims or specials in paid advertising offers vs. free social media, PR tasks, vs. in-house promotions, all are born from understanding Visuals, Costs, and Signature -or Branding. Using great photography and the use of social media come from Visual Marketing. You need great photos for print, web, as well as social media. Developing side dishes to endorse your signature items is part of the process of developing a full menu. Offering a complimentary appetizer you want to promote with any Entree on the first visit will contribute to making a loyal guest and give them the opportunity to try more than one item. Yes, it affects your food cost, but it will give your menu exposure for first-timers. To further explain the impacts of these three fundamental concepts think about the following: VISUAL: uniforms, menu design, plate presentation, signage, server aptitude and presence or performance. All contribute to the visual communications in the eye of a new or potential guest. SIGNATURE/ Brand: When you create a selection of items to compliment your main entrees and make the sides as well as the entrees available in 'to-go' packages for reheating and ready to eat. COSTS: The goal of any marketing idea is to bring in new and keep repeat guests. If you're perceived as reasonably priced from the start, people will come back to try different and new items as you build your menu. You have to remain below market pricing for a guest to feel right about a possibly one-time not quite to expectation meal. However, if you're priced high, and a guest has a so-so dinner, they most likely won't be back for at least a while to give you the chance one you've perfected your operation. I often get pushback on my take on high food costs and offer the following to show you the numbers, which hopefully will help let you see that the cash flow of a lower priced / higher cost menu can be helpful for a startup. Keeping the Dining Room full of paying guests at fair pricing is more valued than a half-full room of high check averages. Here's an example: Let's take an entree with a $15 menu price, at 30% cost. 20 entree at $15, cost $4.50 or a 30% food cost- (300-90= $210 net) 30 entree at $12, cost $4.50 or 37.5% food cost- (360-135= $225) In this example- your profit difference is $15, while cash flow is $60 greater, and with only ten more meals, you won't need any additional staffing to accomplish ten more meals for the night. 30 entrée at $12, cost $4.50 or 37.5% food cost- (360-135= $225) t)cost. You need great photos for print, web, as well as social media. Developing side dishes to endorse your signature items is part of the process of developing a full menu. Offering a complimentary appetizer you want to promote with any Entrée on the first visit will contribute to making a loyal guest and give them the opportunity to try more than one item. Yes, it affects your food cost, but it will give your menu exposure for first-timers.

I'd like to share some local area Web-Links for favorites in Food & Beverage. Antonio Ayestaran Custom Catering One of the finest caterers in Nevada County. Antonio does all styles of food, including Weddings, and Large events. Known by many in the community for his 300+ seated dinner for 'Starry Starry Nights' a grand fund-raiser for Sierra-Nevada Memorial Hospital. Three Forks Bakery and Brewing Co: A Brewery and Bakery in one, where locals hang-out for great food and fun. In Nevada City. Wheyward Girl Creamery Fine hand-made cheese in downtown Nevada City, next to Three Forks Bakery and Brewing Co. Purveyor's Pantry One of the finest local resources for hand-crafted condiments, sauces, and cooking help. On Broad St. Nevada City Twelve 28 Kitchen San Francisco Bay Area Style and Cuisine comes to the Nevada County. Back Porch Market- A great store for the gourmet or general cook who doesn't always want to spend hours in the Kitchen to put out a spectacular meal. Fine cuts of aged, cured meats and cheeses, as well as frozen pre-packaged meals like Beef Bourgogne, and Lasagna. The Wooden Spoon The store for cooks, from beginners - great advice, for the gourmet- best of the industry standards from tabletop décor, cutlery and gadgets. Product demos often, and you really can beat pricing on quality cookware to on-line in many product lines. 1849 Brewing Co. Over a year in the making, this brewing company is close to opening late this summer. They don't seem to have a website, yet, but the link takes you to their Facebook page to find updates. The buzz around town is everyone is anxious for the grand opening. If you'd like to be on our list, or know of a place you would recommend use the contact form to let us know. Contact 

In a recent article from Jillian Kramer writing for food & wine.com ( March 23, 2018) talks about the dynamic changes coming to the grocery and food service business. "Following last years Amazon purchase of Whole Foods, Fast Company Magazine points out, 'that merger has forced many companies to reevaluate their business strategies, especially when it comes to e-commerce. Albertson’s, Publix, and Stop & Shop have all partnered with Instacart to offer online grocery shopping to patrons, while Walmart has teamed up with Google Home to allow its shoppers to order voice-activated home shopping to compete with Amazon’s Alexa'." The Food Marketing Institute and Nielsen that show some 70 percent of grocery shoppers will buy their groceries online within the next the five to seven years. This move toward convenience, delivery, and choice affects not only the grocery business but food service in a huge way. If you have any food service retail, you need to be planning on these changes affecting your customer base in the new 5-10 years. What does this mean for restaurateurs, deli's, or similar retail food outlets? Unless you're in the small niche of 'fine-dining', which you most likely have spent years perfecting, you are probably in the casual & family sector of food service. Besides creating basic, sound food that meets your local guest needs, 'service' will be your primary selling point. Good food and great service, you've got an excellent chance to begin a long relationship with that individual or group. Service is the one element you can influence on a daily basis. Service impacts every perception in the guest's mind as to the overall dining experience. You offer good food, but service is lacking? Guests may never return for a second visit. If service is lacking on a second visit- you've probably lost them forever. Good food and great service, you've got an excellent chance to begin a long relationship with that individual or group. Training of servers in table-side etiquette, knowledge of the menu and ingredients, as well as maintaining a guest-driven attitude will mean your first-time guest is treated with respect and is handled with an approach to have them leave wanting to come back again. It implies staffing at a higher level of craft that may have been acceptable in the past. Service becomes a driving force in creating the sense of hospitality people wish to experience in going 'out-for-dinner'. Food service is no longer just about table-side service. It is now critical to offer your menu as an alternative to the grocery store, fast food, or delivery services. To Execute this service means creating the opportunity for a guest to order for pick-up either by way of a smooth 'walk-in system' for quick pick-up in store or a drive up window. It also means having pre-packed full dinners available at an entryway or retail designated area so they can come in at a moments notice and get a meal for the family they can take and reheat at home. Two examples of this concept, in West Coast groceries; Safeway and Raley's. They have approximately 200- 300 sq foot areas dedicated to hot foods to go or eat on site in another small cafe type seating. I also addressed this in more detail in my article from the Fall of 2017: "Amazon/Whole Foods, this changes everything in foodservice". . .

I've been eating a lot of fish lately as I age. I feel the need to cut back on my red meat consumption for better digestion and overall health. I know I need a good protein at least once a day, but I do not enjoy cheap cuts of steak. So when I cook red-meat, I do go for a 'choice' cut New York or a Filet. At nearly $18 per pound, I eat a small 6 oz portion and only a couple times a month. Browsing the fish counter, I was wondering about Tilapia. I've seen it for a decade but never tried it. It has generally been very cheap. However, I have heard a lot of mixed comments on it from the mild taste, to garbage, and tasteless. Therefore, I've never had the desire to try it. I'm old school and stick with Cod, Halibut, Flounder, Tuna, and Salmon for almost all my home-cooked meals with fish as the main ingredient. I thought of Tilapia as a poor man's whitefish. I associated it to a memory from my youth living near a bridge along a Canal in Detroit. People fishing for Catfish often covered it, another fish I can say I have never knowingly eaten. So, when I saw Tilapia at two dollars per pound more than a Salmon Steak, I was curious as to what it was. Thus a little research and I have concluded it's not something I will ever put in my body. I now wonder, if in the past, when Talapia was dirt-cheap if some fish n' chip joints were using it as a replacement for Cod or other meaty white fish. Now that it has gotten expensive, I cannot see that happening anymore. What I found is it rare to find Tilapia in the wild. Its origins are mainly freshwater fish inhabiting shallow streams, ponds, rivers, and lakes and less commonly found living in brackish (saline/fresh mix) water in the Middle East and Africa. Historically, they have been of significant importance in the small family, close to shore fishing streams. Also known as St. Peter's Fish, based on the story of St. Peter, Tilapia is the fourth most consumed fish in the United States dating back to 2002. The popularity of Tilapia came about due to its low price, easy preparation, and its mild taste. However, as the popularity grew it has primarily become a farm-bred in China and Central America. Unfortunately, the majority of these farms feed the fish GMO corn and soy, which breeds toxic pieces of protein that are harmful to humans and our environment. And they have very high levels of omega-6 fatty acids and negligible omega-3s, thanks to their diets. As a reminder OMEGA-6 include most vegetable oils such as corn oil, safflower oil, soybean oil, as well as poultry and eggs. The typical American diet, however, contains too much omega-6 fatty acids. Health-conscious individuals try to reduce this type of fat in their diet. While OMEGA-3 fats, which have a variety of health benefits related to their anti-inflammatory properties. " According to some studies farm raised Tilapia is more detrimental to heart health than eating bacon or a hamburger. " Studies and various articles are now revealing it's not the best diet for good health. Tilapia are herbivorous. According to some studies farm raised Tilapia is more detrimental to heart health than eating bacon or a hamburger. Wake Forest University Researchers have published in the Journal of American Dietetic Association that "Tilapia have higher levels of potentially detrimental, long-chain, omega-6 fatty acids than 80-percent-lean hamburger, doughnuts, and even pork bacon." Plus, with farm-raised the fish are raised in too-tight quarters, resulting in diseased tilapia, even feeding fish feces as a protein supplement which is then pumped full of antibiotics. These farms, often created by clearing forests to make room for on-shore tanks can cause major damage to the surrounding land and water. On the better side, however, Tilapia have very low levels of mercury, as they are fast-growing, lean and short-lived, with a primarily vegetarian diet, so do not accumulate mercury found in prey. Tilapia is low in saturated fat, calories, carbohydrates, and sodium, and are a good protein source. They also contain the micronutrients phosphorus, niacin, selenium, vitamin B12, and potassium. I tried to find some supportive articles on Tilapia for a human consumption or otherwise and all I came up with is a bizarre use of Tilapia. The skin of this fish is being used for treating severe skin burns, as the skin is filled with moisture and collagen to help promote the healing process. Not sure why Tilapia over other species, but possibly the cost and ease of raising them is a factor. Draw your own conclusions but in my home, there will not be any Tilapia on the grill, nor in the refrigerator- except maybe when on sale and Jamie, my cat, asks for a special holiday meal. References; Wikipedia (Self Nutrition Data, U.S.Food & Drug Admin), Victor Amenta, Gabe Kennedy, Melaina Juntti-Men's Journal, The Indian Express

(SEPT. 2017- original publishing date) If you are in the food service business, the entire game changed with the Amazon / Whole Foods combination. You can watch from the sidelines or get on board this movement. It is not just a 'trend' it is the future of food service. You need to think about fresh prepared, 'grab n go' packaging or counter service in both hot and cold meals. It's also not just for large groceries and deli stops because even full-service restaurants and small grocery stores need to be in service for what everyone is going to expect of any food business in the very near future. Good food, ready to eat or reheat the moment they walk into your retail site. Competing with Amazon is a lesson we take from the bookseller days and how they changed the publishing business. The same scenario is about to play out in Food Service- You need to be ahead of this game-changer. There is no sticking to the 'old way' if you want to survive in food service. Not that you need delivery in your mix, but certainly, 'ready-to-eat,' 'grab-n-go,' or quick meal service all need to be part of your language and operational outlook. Take this simple real-life example. While traveling to a family wedding and exploring the Oregon Coast on the way up to Olympia, Washington, I stayed in a chain roadside hotel along Highway 101 where amenities were simple: refrigerator, microwave, coffee maker, and Wi-Fi. I wasn't in an area where I wanted to go out for a seated meal, and I'm not a fan of the Fast Food Chains. I went to a local IGA grocery just after the Deli had closed for the day. I asked about meals to microwave at the hotel. I was directed to a half dozen pre-made sandwiches and a couple of small mac-n-cheese containers, which were left over from a lunch hot service counter when the deli was open. Options being absent, I went back to my hotel; a walk of only a couple of hundred feet, I got into my car and crossed the busy Highway to a Safeway. As one of the best groceries I've seen with prepared hot meals, from roasted chickens to pasta with various types of meats and sauces, as well as cold salads in a dozen varieties, I knew I would find an entrée to take back to my room. You can't be in the food business and not have prepared, easily combined meal portions "to go." Food service is now about more than seated fast or casual dining. It is about ready-to-eat meal solutions, delivery, and more. If you don't have a take-out counter, an ordering system, and a dedicated menu for quick meal service you won't stay in the game. Others have proven it works: Chef Mitch Davis, at one of Sacramento's restaurants near the new Golden 1 Center, does over $2000 a day with morning coffee, hot croissant sandwiches and lunchtime sandwiches, salads, and lunch specials. All from a small 350 sq ft retail space in front of the restaurant. Mitch explains that one of his reasons for success. "Our Pricing is lower on many items than others in the downtown area. And we do better quality items than anyone else. We roast our turkeys daily for sandwiches, and everything is made fresh and packaged on-site. Although we do run a higher food cost than the sit-down restaurant, it does bring people into the dining room for business lunches and creates more interest in general. " Back to my hotel experience. That one market, 50 yards from a 125-roomto-go hotel, with nothing but a Dairy Queen and Safeway in sight for dinner, was missing out on a vast opportunity to add hundreds of dollars a week to sales. And most of it could be done without adding any staff. Any of those day-time deli workers could have prepared more significant portions of hot items for lunch and neatly packaged a dozen or so in microwave containers in the afternoon to stock a' to-go' counter or shelf. This particular market, from my research, shows they own nine stores up the Oregon Coast. One person, in that group of stores, could take on this project and bring added value to 'regular customers' while reaping the benefits of hotels all up and down route 101. To stay on top of the food service business, the small grocery and restaurant owners need to keep this whole new Whole Foods competition in the forefront. You can no longer - NOT HAVE simply prepared meals for take-out You can no longer - NOT HAVE after-hours' grab-n-go' in your grocery store after the deli closes. You can no longer - NOT HAVE an option for pre-ordering for 'pick-up' in any restaurant or retail site. You HAVE - to HAVE some or all of your these if you want to survive the next decade in food service. In retail, a term used for a problem category of items that must always be in stock -proven best sellers is "OUT OF STOCKS." It's now going to be your new daily routine to make sure you have no 'OUT OF STOCKS' on favorite items. Some examples for your take away counter: Lasagna with beef, Veggie Lasagna, Penne Pasta with Chicken and Alfredo sauce, 1/2 roasted chicken, Enchiladas: chicken and beef, Salads: Cobb, Chicken Caesar, Asian Kale, and a variety of a half dozen cold sandwiches and Wraps. You can also add house-made dressings, condiments, and anti-pasta platters to the mix for quick party gifts or office parties. Amazon /Whole foods are about to enter the delivery marketplace with competitive pricing and organics. To compete with that requires you to look ahead and realize the whole world of food service marketing is about to change. Even if you don't currently have a WF near your place of business, Amazon will soon be at your neighbor's door. If you look today at what you can do to jump into that market, start with what you know you can prepare and serve with just new packaging, counter space, and a POS system to handle the change. Start with some foresight: Sit a few of your best guests down, and ask what they would love to take home if it was simple and cheaper than having it at one of your linen-covered tables. Take a survey of your best-selling lunch items and find the packaging to make it work for easy prep at home. Microwave or oven containers can be obtained from any food distributor. Even starting out small, but with enough visual merchandising/marketing, can turn your regular guests into 'grab-n-go' customers. Don't do it haphazardly with partially stocked items. You need to present it as if you mean it and keep top-selling items in quantities to ensure you don't run out by the end of the day- You can discount two-day old items if need be for better inventory control. And don't be afraid to run a higher food-cost in this area. You can make up in volume if you build a better loyal customer base. This concept comes down to keeping a repeat customer and adding revenue to your business.

Your family is planning a special event this Spring, a Wedding or Reunion. You want to have the party at an outdoor venue like a State Park or winery. There are many things to consider and probably restrictions which you need to be aware before you get too far along in your planning. Location restrictions and accessibility should be your first concern. Many venues either require a full-service caterer or use of their own on-site kitchen to provide food services. Once you're comfortable with the venue selection you need to consider the caterer. Caterers come in several categories. PICK A CATERER 1] The Deli Platter- You order a selection of meats and cheeses, salads, and drinks and you either pick up the platters or have them delivered. 2] Food Truck / BBQ Guys - A caterer BBQs or cooks several entrees on site and you set up a buffet line or have the caterer help with the meal service. In both these instances, you have to set-up the tables and chairs, rent or buy plates and flatware, and set up everything with your family and friends. 3] Full-Service Caterer - This can be everything from an informal buffet line with several entree choices to restaurant style individually plated meals brought to the table by servers. Both buffet or table service requires enough staff pour wine and water, and clear plates once the meal is over. They may also cut a cake and serve desserts. This type of caterer can provide assistance with the rental of linens, glassware, dinnerware, as well as help set up the tables and chairs if you want or the venue, like many State Parks require them to do. GET REFERRALS Start your catering search by first asking the venue if they have a list of preferred vendors. Visit caterers websites. Check out menus, pricing, presentation, and then call a few to ask specific questions. Some caterers charge for travel, an up charge for bartenders, or do markups on ice and fruit garnishes for the bar. Does beverage service include soft drinks or coffee? Is there an expectation of gratuity, a cake cutting charge? If having keg draft beer, can It be held at the caterers for chilling and then brought to the venue? Does the caterer have more than your event on this date? I've worked with several caterers over the years. One of Nevada County's most requested wedding & company event caterers is Antonio of Antonio Ayestarán Custom Catering. He had some insight into off-site catering and what you need to know to hire a full-service catering company. "I like to work with clients who are really excited about the food. If all they want is grilled chicken and side of beans and mashed potatoes there are many caterers who would love to work with you.- It's not my style." His preferences are for more ethnic foods: Spanish Paella, Mexican, Czechoslovakian or one of his most requested, the Argentinian Flat Iron Steak with cherry tomato-olive relish with crispy kale. Antonio likes the excitement and challenges of doing off-site catering. When asked about what challenges he has taken on. "I've done wild game dinners for a group of hunters who had moose, alligator, or elk they want to feature. Those are fun and challenging." If you've ever attended the "Starry Starry Night's" event at the Empire Mine State Historic Park, you can see what it takes to serve 300 guests, and over a hundred volunteers to a sit-down dinner. CONSIDER FULL-SERVICE So what can a full-service caterer like Antonio bring to your party? Literally everything! His crew will set up tables and chairs help with rental equipment and deliver a great meal. "It's not just the food; it's the service we provide. We can help with linens and rentals. I give them a list of preferred vendors and I give them a list of things they will need. But I prefer to rent items for the client through my business, and the client actually gets a discount. I do this because if you get to dessert and someone forgot to order the dessert forks, it's the caterer who is going to be blamed". Once you have selected the caterer and confirmed availability they will schedule a menu tasting. This allows you to try the exact meal you have planned, and maybe even sample a few different dishes. Caterers will charge a nominal fee to cover costs, around $25 per person, which is deducted from your booking if you follow through with a contract. In planning a wedding, Antonio recommends that you hire a Wedding Planner, even if it's just for the Day of the Event. "The wedding party needs to feel comfortable with changing their minds and calling their vendors with questions, and a wedding coordinator can act as that person to bring it all together. On the day of an event, you want to know what to expect from everyone you're working with."  This 'Day-of-Planner' is a person you hire to be the go-between for you the venue, caterer, musicians, DJ, florist, décor person, etc. When you arrive at your venue the day of your wedding you don't want any surprises or added stress. The Wedding planner can make the day flow and handle last minute decisions that always come up. They will have met with the Venue's lead person and all your vendors. They know where everything goes and who is in charge of every task to get the décor, and table settings right. This should not be your Aunt, who is also attending the Ceremony but a professional event planner with experience beyond just having printed a new business card. Outdoor wedding and event venues in Nevada County are bountiful and beautiful. To enjoy your wedding and the planning process ask friends, look at local Facebook groups, check out the Camber of Commerce listing and call a few venues to ask questions. the more you know going into the process the better you will be at executing a fabulous day event. The stress of a wedding can be overwhelming if you are not a particularly adept at long-term planning or sorting out details, often at the last minute. If you follow these suggestions and hire the right people to help you will be pleased with you big day. This article, in an edited version first published in the Grass Valley UNION - Feb 8, 2017- Photo: D.B.Townsend

[ since this was written, they have closed (Oct 2019) siting the uncertainty of future since three weeks of major power outages from PG&E in Fall of 2019] At the old five-mile house, a historic building up Highway 20 just out of Nevada City, the place has found a great local niche in pub food and a multitude of local brews. Over the years the building has seen a variety of operations, including lodging, stagecoach stop, even illegal pot growing a decade ago. After the restaurant '5-Mile House closed a few years ago, it has sat empty. The new owners have really brought the place back into modern appeal. A great bar, high tables, and seating which begs for family and friends to gather and talk. The menu is in constant change with some regular items like their burger, sausage sandwiches: i.e. Brats, Kielbasa, Italian, or various meat dishes. I opted for the Sausage Sandwich with Arugula Salad and spicy mustard with grilled onions. A great late winter lunch- warm and spicy. They have been featuring Fish N' Chips on Fridays, and always have a selection of Pizzas, salads, and their now infamous Pretzels and house-made breads. They are also featuring oysters and caviar from time to time, so there are always new items to explore. If you check out their website or posts to Facebook, you can see the daily menus. The bar has full liquor for some classic cocktails as well as 25 of there own Beers plus another half dozen 'guest brews' from California brewers. And a fair wine selection. The going fare for a local 'gourmet burger' is about 15 bucks, and they are right in that category with a great side salad or house-made chips. Prices are reasonable for the area, and the crowds all seem to be having a great time on every visit I've dropped by. Check it out soon. originally written and published for TripAdvisor. https://www.tripadvisor.com/ShowUserReviews-g32771-d15359984-r649373974-Ol_Republic_Roadhouse-Nevada_City_California.html#

Your 'Brand' communicates your value and appeal to a potential guest. Let them know what makes your business unique. If you're known for comfort food, like the best Mac & Cheese you need to show it with a steaming close up. Serving hefty portions? A tightly cropped thick-cut pork chop tells your story better than long-shot of meat on a plate with all the fix in's. Use descriptive wording in your menus and advertising or web-page content. If your hotel serves breakfast is there a signature item to highlight your specialty? Do you exceed normal expectations? How you convey this in your advertising and social marketing is mostly based on visual communications. A great photograph is your key to telling a story, a call to action. It has to be thought out, well presented and well lit. It's important to develop a message that reflects your business as distinctly different from your competitors. From Decor, color scheme, uniforms, signage, and great photographs you need to reveal your 'brand' in every element of your marketing. An recent (2016) article in ADWEEK from Jessica Hubacher notes this about using great photos in your advertising and web design: " It’s also important to recognize that there are different types of photography. At the outset, you should focus on choosing the right tone for your campaign. Do you want dramatic, artistic content that looks like it came from an expensive recipe book, or relatable, family-friendly photography that could have come from your target audience’s Facebook friend? There are obvious merits in both, but you need to know which look you’re going for.". Photo Credit: David B Townsend: