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Restaurants often fail. Why? Lousy location, not finding a niche in the community, under-financed; a dozen reasons. Food Service is a complicated business. Restaurant, Deli, Catering and Gourmet Markets used to be an extension of real family expertise and hard work. Basic good food, convenient parking, friendly service, and reasonable yet profitable pricing was 70 percent of the plan. Food-service today is no longer about a white table cloth in a comfortable room and a graciously prepared meal. People do not go out to eat because they are hungry. They dine-out for entertainment with family and friends, for a bit of adventure, often choosing from a shortlist of favorites with proven service, cuisine, and ambiance. Moreover, the perceived 'value' is still essential. To create or update a business operation takes time. It requires an awareness of food and design trends, technology; sales tracking, costs, and marketing. How do Social Media play into your evolving lunch menu and daily specials? More importantly, the evolving landscape of how the distribution of local foods and farming techniques can affect aspects of seasonal menu evolution and operations. As one develops a restaurant concept, wasted time and unforeseen tasks consume the budget. Figuring out how to source local farms for consistent product on time can be challenging. There are many factors in the new competitive world of food preparation and presentation. Some of these are organized into the weekly operation; some techniques or technologies did not exist a decade ago. The marketing cycle is no longer about placing 'print ads' and comping a few meals to regulars. Today, you need to promote daily specials, be involved in the community, and have a signature item which only 'you' do better than your competition. Trends in food-service are always in flux. It would help if you had time to resource new products, talented staff, and marketing. Food-service has a couple of evolving operational models. If one is traditional table-side service, plate presentation, and excellence in service are critical factors. Even here, mobile ordering, social media marketing of daily specials, and delivery are all becoming an expectation or the norm. If you are not addressing 'take-out' or prepackaged food as a retail aspect of your business, you are already behind the curve. However, if one is offering convenience and ease of ordering utilizing a space becomes more about graphics, easy menus, and mobile apps or delivery. A variety of packaged meals and well-conceived packaging for quick meals at home is a requirement for any food-service concept, especially the small grocery or deli. Signature items become a tool to highlight a specialty. Design elements for visual appeal and operational systems are interconnected and must be thought out in detail. If this approach involves handcrafted cocktails with homemade syrups or fresh processed juices, a designating area for making and storing of ingredients will be a necessity in the design. Market daily specials by having a social media strategy will be crucial. Having a permanent space with proper lighting to capture great photographs needs to be more than a corner of a desk in a tiny office. Every choice in design will affect other aspects of design and operational processing. Having a seasoned consultant, one that has encountered the incremental problems in opening and recreating a food-service operation will help refine and implement the concept while helping avoid mistakes. ______________ My Contribution I have assisted many owners in simplifying their ideas, bringing clarity to a concept, and direct them in team building a professional staff. Having decades in food service: from 5 star dining of the Mark-Hopkins Hotel to Pizza restaurants of North Beach, from a gourmet food market in Carmel to simple, fast food service at multiple C-store outlets, I have seen and managed a full spectrum of food service, and trained staff to excel at service in each of these diverse food service concepts. I coach new and existing restaurateurs grasp the full extent of their foodservice vision and help bring it to realization. The current direction for casual and family-style restaurants is the need for a media presence on social media. Pictures and comments about daily specials, new menu items, even community involvement, are used as marketing tools to keep people talking about your operation. Photos become an asset in that excellent presentation of food are an expectation. The spectrum of food-to-good from convenient pick-up or delivery is also becoming commonplace. If you're not keeping up with this trend, you're moving away from increasing your sales. And highlighting your take-out specials is critical via the 'visual marketing' I offer as one of my tools. My consulting process begins by listening to your vision and goals, offering an objective opinion based on experience. As a team, we fine-tune an idea and provide design ideas and support of the concept with proven operational systems and marketing techniques. This process involves food styling, exceptional photography, compelling copy-writing, and a setting specific goals to create, communicate, and present a 'Brand' to the community. I call it 'Visual Marketing.' I will assist in formulating the stylistic decisions as it pertains to service, visual communications, and the overall ambiance of the dining room. With extensive 'front-of-house' as well as back-end kitchen experience, I have opened and reconfigured numerous restaurant concepts. #foodservice #restaurantmarketing #queereye #restaurantconsultant #restaurantoperations #FBconsultant

If you're a restauranteur or boutique hotel looking to expand into the lucrative Wedding / Event business in Northern California, a Winery with event space, hoping to expand into larger events Townsend can help with specific aspects of planning, marketing, and logistics management. Developing a profitable Events Venue requires insight and experience into the nuances of successful execution of an event. Experience counts. After more than two decades of hospitality management in San Francisco and the Monterey Peninsula David Townsend, in the past few years, has managed or helped in coordinating more than 100 weddings and other special events at one of California's 'premier event sites.' Breaking into Weddings Beyond the legal aspects of permits and licensing one key to success in developing an Event Venue is hiring someone who knows how to handle planning, marketing, and execution of events as well as set up procedure to protect your property and reputation. Dealing with a dozen 'team-players' in the event process requires know-how, foresight, and time-management and people skills to create a successful event space. Catering at Outdoor Venues Off-site catering in many venues around Nevada County, and likely most Northern California Venues, there are essential requirements in off-site catering which demand unique skills, equipment, and staffing that vary depending on the venue and type of service you wish to provide. Full-Service Catering, required by most State Parks, Wineries, and private venues expect the Caterer to do most of the heavy lifting, as well as preparing the meal. This means extra staffing for set-up and break-down of tables and some décor in most cases. If you want to break into the premium catering field, you will need help in setting up an operational plan. Towns-End can help with specific aspects of planning, marketing, and setting up some of the logistics to avoid the pitfalls. Managing the parking of 100 cars to restroom rentals and working with a dozen vendors requires time-management and task-specific planning.

Building a website from scratch can be overwhelming and many think you need to know ‘coding’ to even begin. Using WIX , a a template based website service, a site can be created using your photos, and copy-writing to plug into the backside coding already done. I can help you get the copy and photos together, choose your best suited template and build the initial site without you having the learning curve of navigating new a software program. Once set up I can show you or a staff member how to simply change content and pictures throughout the following months. A changing website, both in written content and pictures will keep your site fresh and is important if you want to be found on a Google search.

Like a good movie trailer, the menu can be the teaser to get the guest to sit down to enjoy the feature which is your whole menu. If they like what they see on the page, they likely will order one or two items, and return for a second showing if they like what they then experience on the plate. Inviting menu descriptions make the menu interesting and fun, create visual images of the dish, and most certainly create the interest in exploring several items. If you describe your items with some flair a table of four or more is likely to order different items and share a variety of dishes. A creative menu can help tell a story and bring customers back to try different items on a second or third visit. Once they try your signature 'Cool Avocado and Asparagus Salad with Creamy Cucumber Dressing', they will want to come back for the 'Wilted Spinach Glazed with a Warm Balsamic Vinaigrette' as well. Sounds interesting, Yea? Especially if you offer 'locally grown' asparagus or other regional produce. A menu should use wording to address the APPEARANCE, TATSE, and TEXTURE. Descriptives like blackened, zesty or crispy exemplify these three elements. The origin of the raw product is also intriguing, as in Alaskan Halibut, or Wisconsin Colby Cheese. In the Sierra Foothill's area of Grass Valley, caterer Antonio Ayestarán not only creates dramatic menu presentations on the plate but uses beautiful descriptions to create anticipation of what the meal will be. Here are a few of his creative descriptions: "Italian Bruschetta with shaved Parmesan Cheese and Balsamic Syrup" "Arugula and Spinach tossed with Champagne Vinaigrette topped with Slivered Pears, Candied Walnuts, and Shafts' Blue Cheese" "Filet Mignon with candied Jam Gruyere Cheese Streusel topped with a Red Beet Garnish, Mushroom Ragout and Port Wine Demi Glace" You're not serving steak on a plate with mashed potatoes, you're serving a Filet as described above with 'Wisconsin Butter & Sour Cream Infused Smashed Yukon Gold Potatoes with Chive and Bacon Bits.' Ok, this one is a bit over-the-top, but If you saw this on a menu you'd probably want to come back if you didn't order it on your first visit. A menu should not only use words to create a story but be easily read, from the font size to the overall layout of the various category of items. Unless you are designing for a specific visual effect, prices should always be right justified and easily understood. If there are add-ons to basic items, make it clear and also make sure your servers know to ask if a guest wants chicken or shrimp on a Caesar Salad. You can Google a dozen or more websites for ideas but don't overdo the verbiage as it can become whimsical, if not careful. Don't use words which don't present an honest interpretation of the meal or which your cooks or servers don't really understand. As a Spring 2018 addendum, I give you a list of very colorful descriptions of the Luncheon Menu from the Royal Wedding this past May: [from MSN / Gourmandize article] The royal wedding started off with a luncheon that was hosted by The Queen. According to Delish, the appetizers and nibbles included: Scottish Langoustines wrapped in Smoked Salmon with Citrus Crème Fraiche Grilled English Asparagus wrapped in Cumbrian Ham Garden Pea Panna Cotta with Quail Eggs and Lemon Verbena Heritage Tomato and Basil Tartare with Balsamic Pearls Poached Free Range Chicken bound in a Lightly Spiced Yoghurt with Roasted Apricot Croquette of Confit Windsor Lamb, Roasted Vegetables and Shallot Jam Warm Asparagus Spears with Mozzarella and Sun-Blush Tomatoes

​ Whether you’re planning a wedding or a company event, the logistics of getting everything together at a specific time at an off-site venue may seem daunting when you start to make lists of everything and everyone needed to manage the outcome. As the Event Coordinator, possibly a position you've simply been assigned, you need to be organized in a fashion which meets your experience level or management skill. Spreadsheets used as timeline guides work well. MS outlook calendar or even free project management software, like 'Freedcamp' may be your choice to keep things documented and in one place. However you choose to use modern management tools, there are certain principles you need to keep in mind. Like a PERT* chart which uses the principle that one thing can only happen after a preceding thing has finished, while other tasks can happen simultaneously and finish at their own pace, the principle it uses are important to all event planning. In organizing the event, several steps need to have started days, weeks, or even months ahead of time. It's the “Day-of” the Event that I wish to address in this article. Although the same concepts apply to corporate events, I'm using a Wedding Ceremony & Reception as our sample. You’ve booked a venue, got the insurance, hired the caterer, a D.J. and Band, as well as recruited a handful of family members to help pull it all together. You’re expecting 200 guests and you have a limited time to set up and be ready for a 5:30 wedding and 6:30 reception. All the various décor items will need to be loaded, delivered and set up at the venue. There are restrictions for delivery and set –up to plan around. The Caterer will take care of the tables and chairs as they are provided by the Venue, while the Florist will finish the table ‘settings’ and centerpieces. You’ll have other flowers, favors, a seating chart, a guest book, props for photos, even a rented vintage sofa and old car as a backdrop for the photos to create a theme of an old time wedding. Consider this: everything you hang, attach or set up in a given area will take one or two people to complete in 10-15 minutes or more. You have to think this through for every element of your décor and staging. In this Scenario, you have 2 ½ hours to set up, and at the end of the day 1 hour to get it all down, packed and out of the venue. Normally, I recommend that you hire a Wedding Planner, not necessarily months in advance, but as a "Day Of" planner to help execute the following. But let’s assume you're going it alone. Here is a sampling of items often being brought into a typical 'high-end' wedding venue. 1] Food Service rentals- silverware, glassware, plates, linens, napkins, ice buckets, ice, bottled water. 2] A Sofa to be used as a photo shoot area on the lawn 3] A backdrop screen to place behind the sofa, with lights strung on it ahead of time- (electricity will be needed) 4] Antique Baker Cabinet- the bride wants to use for candy table, with small sacks, and jars of hard and soft candies. 5] A farm table used for gifts and the guest ‘sign in’ booklet. Every item needs to be brought in, set up, and finishing décor applied at the last minute. You will need to have enough 'hands-on-deck' to take responsibility to complete each and every task. Think about every creative idea you want to stage: A hanging Neon Sign over the bar. This one task takes 15 minutes with two able bodies to hang, straighten and plug in and test. You will need: 1] Two people 2] Long zip ties 3] An electrical outlet (located ahead of time with possible extension cord.) 4] A ladder (not a guaranteed the venue will have one available) 5] 15 Minutes. Your time-management and available manpower will determine your success. Another couple tasks: Assemble the seating chart, made of a metal wire tripod frame, a wood framed board, and individual cards to attach. Some of this can be pre-assembled, but not all. Set up the photo shoot area with sofa, background piece, props, and pillows. The Candy Bar set on a Baker's Cabinet you have brought in for the event. You have custom signs placed around the event site to guide guests. These not only take time put up but you need to consider how to get them down in relative darkness as the event progress into the evening If the venue gives the option of service road entry rather than the general parking area to unload do your vendors and family know how to access it? What time restrictions exist? Not everyone needs to be on-site at the same time. Off-site venues usually have restricted parking near the event site just for delivery vehicles or vendor staff. You may need to simply drop off items, with two people in one car, and then have the driver find other parking while the other person gets their stuff organized, and begins the task at hand. The Caterer is setting up tables and will put linens on once all 15 tables are taken from storage and arranged as pre-determined by the bridal party. Then the linens can come out and be placed on the tables. Next, the silverware, glassware, and napkins are set. Your Florist has negotiated to help finish the table decor by placing the centerpieces and finessing the table setting. They are charging you an extra $75 for an hour to complete this. If you have them arrive before the tables and linen are ready you may be wasting their time or incur further charges. You need to schedule them to arrive about an hour after the caterer's crew arrives and has completed the table placements. Also to consider, the florist will bring in a mini-van full of flowers and six 2-foot tall vases to use along the aisle at the ceremony. At the end of the event- who takes the flowers and vases home and in what vehicle? It’s the same consideration for the Beer Kegs. Two or three kegs take up the same room empty as full. Plus you’ll have ice buckets, a ‘jockey box’ and Co2 canisters. If a vendor is bringing the beer and wine INTO the venue- who takes it all OUT? This alone can be nearly a full pickup truck. Will there be trash, or does the Venue allow you to use their garbage facility? As you can begin to see, there is a lot to consider in pulling off an event like this and every aspect takes an assigned person, specific drop-off point, and distinct time-frame to get it done. So, in your initial stage of planning - and now I’m talking of weeks or months in advance, you will need to make a full listing of every item- where it starts and who is picking up, where it lands at the venue, and who takes it out the end of the night. You can organize in several ways, and if you use a spreadsheet or similar software, where you can sort you can see the tasks in helpful ways. Sorting by vendor- responsible person, drop-off area, and ultimately by Time you can get a perspective of who is doing what and if there appear to be any conflicts of overlapping tasks. Following is a list of the types of items and concerns you need to be asking all throughout the planning process. Power: DJ, Band, coffee makers, espresso or smoothie machines, Photo Booth, Extra overhead or string lights on buildings or trees. All these need power and most likely some will need dedicated circuits- you don’t want the music quitting just as the coffee maker is plugged in. Beer & Wine- delivery and removal of bottles or empty or kegs. Cake- when to deliver and where to store Florist- time frame should be after tables are set up Caterers - need for extra tables for buffet, bussing area, dessert table- and linens to go with them. Weather- should you have bottled water available in various locations, bug spray, sunscreen Rental Companies: Deliver Maps, timeline, where to place items pre-set up Rest Rooms: rented port-a-potty placement, or trailer facilities.

Spring of 2020, the Corvid-19 pandemic has wholly upended the restaurant industry. Social distancing required almost all restaurants to either close or only offer take-out when most have not operated in this manner. Take-home meal preparation and packaging requires a new set of procedures, and not everything on a menu will travel even a short distance. The whole business model needs to change, and few restauranteurs are ready for it. The take-home meal, which for years has been a growing trend, is nowhere and likely to stay for years to come. In a March article in the New York TIMES, writer David Marchese interviewing restaurateur David Chang*1 about the effects of mass closing of restaurants, asked: "Is there a sustained move toward delivery and away from in-restaurant dining in that new world? His question, of course, is about the aftermath of the COVID-19 pandemic and its effect on the entire foodservice industry—Chang's answer: "Yes. Not to sound callous, but that's it. I thought that shift would happen over the next 10, 15 years, and no one would have noticed because it would've happened gradually. This change is now going to happen instantaneously. I'm not sure what that looks like. The same issues of delivery are going to remain: who delivers food and what kind of food is delivered." Every restaurant now has to consider take-out as a necessity. Operators, merely trying to stay alive, are transitioning from table service to packaging and bagging some menu items for curbside service. But that process isn't where most operators are comfortable. Traditional restaurant service, which came out of French styling and the concept of fine dining, still resonates with many restaurant operators. The model is simple: sit down with a menu, a server takes the order, food is made-to-order, and then brought to the table. However, that model doesn't work in many people's lives, and the trend has been slowly moving toward more take-out and pre-ordering. ​ Look at a Panera Bread restaurant. Their system is spot on for a new way of serving food: kiosk ordering, on-site, or via a phone app. You show up at the pick-up window, and everything is ready. You don't even have to interact with anyone. That is going to be a model for years to come. Many restaurants will have difficulty implementing a take-out plan because it requires researching eco-friendly packaging, hot containers, cold display cases, and even new software to implement ordering and tracking sales trends. Restaurants also need to display key items, like roasted meats, sandwiches, salads, and sides. ​ Marketing and building a brand of 'signature items' that travel and retain quality for in-home consumption need to be considered in detail. It would help if you had a cold and maybe a hot display case to sell some menu items. I've been writing articles and talking to various restaurant and café owners in Northern California for years about putting an innovative take-home-foods program in their establishments. Why? To stay ahead of the trend which many food writers, research specialists, and critics have predicted. Increasing demand from the public for restaurants to offer off-site meals. Since many diners are abandoning the unhealthy fast food craze of the past decade, lives have evolved for more convenience and better quality, a take-home program in most restaurants, in the future in food services. Derek Thompson, of the ATLANTIC, has written extensively on trends in foodservice, writes: "In 2015, for the first time on record, Americans spent more money at restaurants than at grocery stores. In 2020, more than half of restaurant spending is projected to be "off-premise"—not inside a restaurant. In other words, spending on deliveries, drive-throughs, and takeaway meals will soon overtake dining inside restaurants, for the first time on record." (*2) The concept is relatively straightforward. Put in a display case of pre-made entrees or at least sandwiches and snacks for guests to take out. Even if you're primarily selling coffee and pastries, you can add sales by offering quiche, lunch salads, or other prepared items they can take with them after they get their coffee for a simple, quick lunch at work or on the road. If you are primarily a dinner house, you can offer signature items as an afternoon pick-up packaged for immediate holding and reheating in a home oven. Your dining room area where you could install a cold display case should be visible to the street if possible. Build a small display of 'signature' items that can hold well for a few hours or a day. Some items can be sold in oven-safe containers, others in microwaveable, and others are simple cold. Consider the packaging carefully as you need to brand and label your new service, not as a quick fix ( although it may be at this first stage), but as a long-term way of doing business. Think about labels with logos, bags, containers, and find items that will allow you to create an image with your take-home meals. What and how restaurants tackle the new paradigm will depend on their physical locale and possibly a reconfiguration of the space and capital to invest in new equipment. Most certainly, they need a display case and investment in packaging. High-quality recyclable containers can get expensive, and some consideration of environmentally friendly packaging should be considered, not only for branding your products but also for contributing to another aspect of how this virus began in the foodservice market. Adding a walk-up window to your entry is one idea. I've seen this work at small cafes,' which serve simple crepes late into the night, as the bars close. Not only can you maintain a safe way to sell your menu, but it requires minimal staff. A food truck may be a possible addition to your concept if you have a parking lot or a street location that will permit this operation type. With city governments struggling with lost tax revenues, I think this will become more n accepted planning consideration. ​ If you have the opportunity to build a steady clientele, you could offer hot meals from 3 to 7 pm for people to take home hot and keep warm in aluminum serving containers. Caterers do this all the time for off-site events. Meats are braised and cooked rare, so when you take the container home, you simply put it in a hot oven for 10 minutes to finish cooking and serve hot but not overcooked. Whole family meals can be prepared, packed, and taken home to finish heating in this manner. ​ So whether you have pre-orders for pick up, a cold case with microwavable items, or offer a whole roast chicken, meatloaf, and ribs in an oven-safe holding container, you can offer a variety of items depending on your menu and food concept. Obviously, things like fries, tempura, and quickly cooked to serve items will not travel well, and you don't want to offer these. If you're a restaurateur or in any type of seated food service, you need to think this through and come up with options that could save your business. This change will be dramatic and long-lasting. Once you work out the bugs of operating as a mostly take-home business, you will have developed a whole new market for food sales in your community even when things get back to normal. If you would like to discuss your situation and explore new service ideas for your food-service business contact me. dbtown@att.net, or use the contact tab on the home page. ​ ​ ​ *1 Derek Thompson the ATLANTIC Jun 20, 2017 "The Paradox of American Restaurants." *2*1 Derek Thompson the ATLANTIC Jun 20, 2017 "The Paradox of American Restaurants." *2 Since 2004, when David Chang helped to reconfigure the dining establishment's ideas about what a great restaurant could be with Manhattan's Momofuku Noodle Bar, he has opened more than a dozen restaurants around the world; hosted two seasons of his Netflix documentary series, "Ugly Delicious"; started a hit podcast, "The Dave Chang Show"; published the defunct, much-loved food magazine "Lucky Peach"; and now written a memoir, the forthcoming "Eat a Peach," with a co-author, Gabe Ulla. In doing all that, Chang, 42, has become a food-world icon, broadened the country's palate and made us more thoughtful about what we eat.]

The percentage of ‘fine dining’ restaurants is less than 12% of all eating establishments in America. Dominated by casual and fast food outlets the Food & Beverage segment that can afford to market to this minor market sector is slim. It requires a large demographic location, a higher than usual income level, and/or a destination that can compete with others in a similar segment of the market- i.e trendy downtown neighborhoods. That doesn’t mean the casual restaurateur can’t take a few elements from the fine dining world to incorporate into their own operation for a competitive edge in casual dining. Fine Dining isn’t solely about expensive ingredients or quality of food preparation. It’s as much about the style of service and ambiance you create to win over and create loyal guests. It starts with the way you present your physical location from décor and lighting to the music and overall feeling of ‘a place to enjoy’. Pay attention to the finer points; from how you present staff to the public and treat a guest from the outset. Greetings at the door, attitude, dress, smells from the kitchen, cleanliness, openness and flow of the dining room as you seat a guest are all part of the picture you paint to create a feeling and overall engaging sense that brands you. It's your visual presentations and attention to details that will create the fine ambiance you desire. If you’re branding as casual-elegance your menus are clean, crisp, with descriptions that entice and create anticipation. Your servers’ knowing the difference between a salmon steak and a fillet is without saying only the start. They are knowledgeable on the meat preparations, the makeup of sauces, and the ingredients of each and every dish in detail. They should know what the special ingredient is when the guest askes "what is that flavor I detect in the mashed potatoes?" Servers need to have a sense of grace and be able to anticipate the guests’ needs by paying attention and listening. Grace in service means being unobtrusive when clearing plates, using basic standards of service: serving from the left, pouring wine from the right, clearing unused flatware and plates as the meal moves forward. Here is my list of attributes any owner can impress on their Servers. It will not only place you a step above many in your marketplace but increase sales and tips for you and the staff. ~1] Appearance- Uniforms neat, hair groomed and nails clean, no excess makeup. An attractive, well-groomed server starts the meal with a rapport that can either make or break the progression of events that follow. First impressions are a powerful starting point in the guest's mind. It forms their initial opinion of your operation and generates an expectation. ~2] Aptitude- Know the menu- period. Aptitude requires you know sauces and cooking techniques. A good server memorizes specifics of the chef’s specials and the wine which today you may be featuring as part of an incentive program. Confidence in this knowledge promotes better sales and encourages conversations about the food with the guests. ~3] Attitude- Treat the guest with dignity and respect. Suggests items based on what they are already ordering. Use up-selling to enhance the meal, and not just build a check average. Apologize as needed if a problem arises, and correct As Soon As Possible. Be nice, never arrogant. Remember the golden rule of customer service: 'the customer is always right'. ~4] Anticipation- Knowing the next two steps in the service the guests may need. A server should be thinking; 'more wine when I return, the water glasses are half full, the salad course is taking longer than normal- I don't want to 'fire' the entree just yet'. Being present with a new basket of bread before the guest even knows they need it will show them you are following the progression of the meal and help them to relax and enjoy. ~5] Grace- Possible one of the most important attributes of a great server. It about being in a graceful dance, movements rehearsed. You should be able to do the most rigorous tasks without a struggle; like bringing three full platters to a table without a tray. Or, using a tray for table-side service if you have space. Clearing dirty dishes and unnecessary flatware with style and no mess left behind. Good service is quiet and unobtrusive. There is an etiquette that distinguishes the fine dining experience from the casual scene. No one is out for the evening to become friends with the server. The premise of fine dining is a bit more formal by its historical nature. A guest hosting a party doesn’t want your server’s comments on their day, leaning over to whisper to one of the guests, and they don’t want them to sit down at the table to take the order. There is a time and place for friendly conversation and I give you an example from experience with a Carmel restaurant. A local Actor & Director was a frequent guest, often conducting business over dinner. The staff and I were always unobtrusive and usually placed his group in a far corner, so as not to draw attention. One night after all but one of his guests had left he was waiting by the entry and commented on the meal. I took that as an invitation and I mentioned one of his recent films and how it left me with an impact. He was modest and appreciative. It was simple, complimentary and over quickly. Depending on the level of service you wish to provide your guests the methods, or service standards need to be practiced and sharpen by staff so as to be consistent with every meal, every team member. Servers need a method to take the order and place the plate in front of the guest without asking which entree belongs where. There are hundreds of sources on ‘service standards’ available in books and on the Web. It’s up to you; the restaurateur to determine the level of refinement you want to introduce into the daily food service operation. It only takes a plan of action, once you decide which attributes you want to encourage in your staff. It can make a huge difference in your overall appeal to your local market, encourage your chef to reach new heights, and make more money for you and your servers. #casualdining #finedining #foodcost #turntables

There are several ways in which I could work to get your operation back on track to better profitability. If you are a Nevada County, CA business ask me about 'trade' rates. I will waiver cash payments, in many circumstances, for traded meals or services. Generally I like to work on a Project Basis, so we can define a goal and set benchmarks along the path. ~ Hourly Consulting~ In-person advising and brainstorming, time doing specified tasks: i.e. photo shoots, meeting with vendors, server training /seminars. A chance to begin a working relationship. ~ Advisory Consulting~ When you seek advice but need to clarify and define the project or goal Advisory Consulting, or Coaching works through an initial retainer and scheduled meetings in person based on hourly fees. We move forward, at a pace comfortable for you, implementing changes in your operation. Hourly rates apply for on-site troubleshooting and in-person consulting. We can also work through email/phone support at a reduced rate. ~ Project / Strategic Planning~ Depending on the scope of your project, This can be a few weeks to a few months to plan and implement per-determined improvements that need to be accomplished within a specified time-frame. We define and outline the goals, set measurable milestones and agree on a plan. Project planning can include; Stock photos, new graphics, menu design/layouts, copy-writing for web and brochure communications. Project planning can include: New Menu Development Website Upgrades- WIX site development Menu Execution / Plate Presentations On-site service training Food styling & photography Hotel room photography Overview of Consulting Services: Marketing Plan Review Image Communications - Stock Photos/ Graphics Banquet Marketing & Logistics- Events Coordination Improving Standards of Service- training seminars ~~~~~~~~ My fees run $85/hour or $450./day- where travel is required. Remote /Home-office rates for 'on-going projects' 65/hr. (**)- fees/projects are always negotiable **inclusive of travel time over 50 miles of Grass Valley ** within 100 miles- no travel charge updated May 2024

~~~~~~~~~~~ Hourly Fees: $85/hour Daily Rate: $450 [max 6 hr on-site + travel up to 100 miles] Overnight Hotel fees apply to additional travel time Taste Food Styling/Food Shoot- Day shoot only at $450 requires a Chef or lead cook on-site. Prefer off-hours (closed day) updated May 2024 ~~~~~~~~~~~~ TownsEnd Restaurant Package ~ $495​ Exterior Shot Interior Dining Room / Banquet Room Table Setting / Server Kitchen Detail 3 Styled/Plated Menu Items Up to 25 completed edited shots for upload onto a flash drive updated May 2024 ~~~~~~~~~~~` TownsEnd Photos~ Hospitality Package $950* (+ room) A two-day location shoot and one day of post-production/editing are included. The client is required to pay for two nights of hotel accommodations. Here is one example of how the three days work, other options can be discussed prior to arrival. Day One: 1/2 day interior shots of lobby & restaurant/bar 1/2 day interior shoot of up to 5 suites/rooms 4 exterior/interior shots of property: entry/lobby/gardens Day Two: 1/2 day (up to 4 hours) food shots- I work with your chef's prepared signature dishes with food styling and presentation recommendations. Day Three: On-site (or off-site) post-production. Editing, Selection. It is recommended that you have fresh flowers and staged rooms to show off their best features. * Client provides one meal daily & room for two nights. Northern California Only- travel up to 100 miles from Grass Valley- no additional fee. updated May 2024

[this is a revised short-read of a longer article: Rethinking Restaurants for In-Home Meals] Entrepreneurs and talented chefs continually opening new restaurants with visions of serving creative food and reaping social accolades from a community who love what they offer. Many miss the mark in that foodservice isn't just about creating menus for immediate consumption. Struggling with outdated Concepts Unless you are in a 'major metro-area' drawing from a large population, having tables full of diners is a constant challenge. Few restaurateurs are sure how to capture their niche in the local community. But many new restaurant owners fail to see the changing trends and likely ignore the way of future foodservice delivery systems. And I don't mean hiring or contracting with an actual delivery service. It's about merchandising ready to eat, take-out meals in your restaurant for eating later on. "Diners are increasingly buying prepared food at places that aren't restaurants. They're going to convenience stores with made-to-order food, or grocers with prepared food, like Whole Foods, college stores, corporate cafes, community centers, and food trucks. In fact, one-third of prepared meals this year won't come from a typical restaurant or fast-food joint." (*1) The concept of dining out is changing radically. The numbers illustrate it. Going out for dinner is on the decline. Derek Thompson, of the ATLANTIC, who has written extensively on trends in foodservice, writes, "a decline in traffic, along with rising labor costs, has forced restaurateurs to raise their prices to pay the rent. As a result, dining out is getting more expensive." Thompson continues on these trends in food, "In 2015, for the first time on record, Americans spent more money at restaurants than at grocery stores. In 2020, more than half of restaurant spending is projected to be "off-premise"—not inside a restaurant. In other words, spending on deliveries, drive-throughs, and takeaway meals will soon overtake dining inside restaurants, for the first time on record." (*1) The Changing Landscape of Food Marketing Many others who follow restaurant trends have written about the changes in foodservice, particularly highlighting the 2017 merger of retail giants- Amazon and Whole Foods. The titanic shift they are influencing is how food gets to the consumer's table and the alternatives possible — mostly involving new technology. These shifts will affect everyone in retail food sales within a decade; restaurants, grocers, caterers, and any food-related retail. Technology, backed by design changes in a restaurant, can help a busy parent pick up packaged salads and sandwiches, or even pre-cooked meals to enjoy in-home a few moments later. While guests are demanding products that are healthier and better quality, they also expect a host of conveniences to get food on the table. Seated dining service demands are less formal, convenience-driven. The new reality is a universe where food is created and consumed today entirely different than even a decade ago. Beyond the fact that not everyone wants a hot meal, and dozens of ideas for to-go items can fill the bill, the hot meal concept, as one alternative, is about holding, packaging, and making the ease of reheating for possible short distance travel and convenience. One cannot open the doors of a restaurant, pub, or delicatessen without dealing with a new approach to foodservice. Offering Alternatives for Dinner The couple dining tonight has a family member babysitting. They want to take a meal for them at home. It would be best if you had a simple way to build this marketing into your server's dessert presentation. Better yet, offer a selection in a merchandising case for pre-made salads or microwavable entrees visible on the way out the door! Pre-orders, take-out, and delivery are just the beginning of what guests are expecting. Time for a shift in thinking The two most significant expenses in setting up a take-out program, after any investment in new equipment, are going to be the extra labor and packaging costs, besides, of course, cost of raw food ingredients. Food costs and its packaging should be designed into the menu pricing directly, as you are building a brand with your packaging. It may cost upwards of $2.00 per serving if using compostable, compartmental clamshells, or oven-ready containers. Here are just a few logistic details you need to consider while implementing a new To-Go Foods program. Set a goal of increased sales you want each day/month Overview foods that fit your current menus New Food Costs Analysis of Packaging needs Food Safety consideration for travel Display- where and how POS considerations- how to ring up sales Production Scheduling Timeframe to roll out a new program You need to think about the end consumer- How and Where is this meal consumed? Get over the made-to-order concept entirely while approaching this program. Think, instead, how can you package and make your signature items look presentable in a box. Moreover, finally, consider asking your current guests what they want, and how can you feed them in a different way than having them sit down in your dining room. David B Townsend is a Food Service consultant working in the Sacramento region and Sierras. He designs custom food programs to create a take-out food plan which works within our existing food operation; deli, coffee shop, or casual restaurant. Recognized, from decades in food service, He has created diverse programs from convenience stores to 'fine-casual' to increase sales in off-site catering as well as grab-n-go services. Reach him at: 530-263-7763 / dbtown@att.net Read the full article: Rethinking Restaurants for In-Home Meals Also, check out : Menu Descriptions Create Exploration Catering Off Site Events Townsend Home Page To see a galley of food shots: Click For more articles on food and the restaurant business: AMBROSIA *1 Derek Thompson the ATLANTIC Jun 20, 2017 "The Paradox of American Restaurants."

Visual Marketing is a term that has being bandied about in Web-Content and email marketing circles for a decade. Wikipedia defines “Visual marketing as the discipline studying the relationship between an object, the context it is placed in and its relevant image. As a key component of modern marketing, visual marketing focuses on studying and analyzing how images can be used to make objects the center of visual communication.” As it pertains to marketing of a business, web based or storefront; these elements, which play into the visual marketing concept are vital at getting guests to interact and buy into your concept. Here is a punch list of visual elements to consider when developing a marketing plan. Beginning with store décor, merchandising, and color scheme in bricks 'n mortar retail to eye-catching layouts and user-interactive functions on your web page, these elements should all be utilized with great consideration and consistency. Graphics Logo ~ Exclusive- designed for you alone. It should evoke some idea of what or who you are as a business. Fonts~ Pick a max of three to use throughout all your marketing materials. Signs ~ There are NO hand-written signs - unless that is the intent and are executed by a calligraphic hand. Sign formats should be uniform. Try variations on color, shape, and use the same fonts throughout. Color Scheme ~ Use two to three colors and always use in everything you produce in print, web, and your physical space. Consider gradations of a base color. Rust, then dark brown or a light amber can be two of the three colors, with a complement of leafy green as the third color. Photographs Unique~ You need to have a set of stock photos to draw from any time you need a visual image: storefront, lobby, plated entree, hotel suite, the breakfast buffet, etc. Relevance ~ Images must tell your story, non-generic. Be careful in using web-based ‘Getty’ type stock images. Eye Catching ~ Visually impactful- and this is a matter of personal taste and creative input. Artistic ~ Dramatic or subtle, but always with a sense of appeal and uniqueness. Message ~ Tell a story- the photo must convey who you are and what you do. Menus Consistency in fonts, I prefer a justified text in a brochure or ad, but you may have a reason for going in a different direction. Pictures, if used, in boxed border. Readability~ Font is legible and large enough to read in whatever lighting is present at the restaurant table. Keep in mind and test fonts for readability on smartphones as well as a traditional horizontal web page. Graphics / Font~ Create a consistent look. No more than 3 fonts. Bold headings or titles should be used to highlight categories, i.e. soups, appetizers, entrees. Displays Deli Counter~ Displays must look appetizing and colorful- add height and texture to the displays with wood, cloth, steel, etc. Merchandising Areas~ A good display tells a story. Think of the Christmas tree, with lights, shiny objects, and wrapped gifts, all placed in a very orderly fashion. It tells the story of Kris Kringle and Family's together. In food retail, you can sell related products, mugs, t-shirts, and tote bags with an eye for storytelling displays. Plate Presentation~ Food styling is critical as the guest first eats with their eyes- the plate must create an expectation. Retail Products~ Sauces, cookbooks, and food-related products that add value to a guest's visit. General Visual Appeal Decor Theme~ You must have a look that also tells a story about your unique appeal or cuisine (i.e. Western, Deco, biker bar, beachfront deli) Color Usage~ As with graphics, pick two or three colors and use them exclusively in your decor and on your web page, brochures, etc. Uniforms~ Appearance speaks volumes as to a server's appeal and professionalism: clean, neat, tucked-in or whatever you intend, it must be 'uniform' to everyone. Traffic Flow~ How your room flows is important for comfort and non-invasive passageways of seated guests. Entry Appeal~ Guest first impression is formed the minute they walk in the door. It must dazzle them. Have menus available to view and take. Merchandising Displays~ Selling items with seasonal display themes, neat, well-stocked, think of the Apple Store. When you walk into typical convenience retail and some of the items on shelves are a bit sparse, aren't neatly stacked face forward, or big holes in a cooler door, it tells a very different story than one of success and abundance. To leave you with a thought from one of the masters, Peter Drucker. One of his famous quotes: " Management is doing things right; leadership is doing the right things." He often wrote about, as a manager you need to walk your business, through the front door as a customer would do. Open your eyes to see how you present yourself. The Visual Marketing aspect is this. Look at every picture or graphic on your web page. Does it really serve a purpose, or is it just a reasonable item to fill the space; as with so many people using template-based web builders, you may feel the need to place a picture on the page with no real story behind it. Same for you retail décor, the bar, your entrance, the deli counter; make every element relevant to your food, product or service. #visualcommunication #visualmarketing, #foodphotography

In today's food-service business, a robust marketing plan with frequent updates on social media is crucial. If you're using a phone or point-n-shoot camera and just shooting in natural or overhead light, you're likely not making a lasting impression on anyone scrolling through an Instagram search. To truly stand out, you need high-quality photos and a well-thought-out styling plan that gives your restaurant a 'branded look'. This will not only distinguish and sell your food service concept but also elevate your branding and marketing from average to extraordinary. Professional food photography is the key to achieving this. It tells a story, motivates potential guests, and introduces regulars to new menu items. Here are a few Tips for Social Media Marketing you can implement quickly and with professional results 1] Set up a permanent light box or shoot area in your restaurant. The key light, side light, and backlight need to be preset for the food to pop. 2] Use a close-up lens to get close and show off your entree—some photographers, however, like the compressed look of a long-lens shot from a distance. 3] Focus on the front of the item on the plate and blur out the background. To do this, use a tripod to get a very narrow depth of field (f22) at a slower shutter speed; that's why you need a tripod! Anything below 1/60th shutter speed means you can not hold a camera still without the picture coming out blurred. [story continues below picture] 4] It is helpful to set up a scenario in the background, mainly if you are showcasing a particular dish- a heap of fries in a basket at the back, but not the focal point — a Japanese teapot and cup at the end of a Tofu Miso soup or Asian green salad. It helps tell a story about your cuisine and creates intrigue. 5] Use a plain white background- as you progress, you may want to up the ante with darker or all-black backgrounds and plates for dramatic effects and innovative plate presentations Lastly, always remember that plate presentations are a crucial part of food styling. The way you present your food on the plate can significantly enhance the overall dining experience for your guests. So, always strive to make your food look as appealing as it tastes. [Compare the two steak shots. The left is one that shows off the Niman Ranch, New York, with simple yet colorful contrasts. The one on the right has too much similar color and texture, too much stacking going on, and is dull and not great The Steak & Lobster- although a bit over the top, it was done to prove a point- "Tell A Story". It evokes a bit of the beach-side BBQ of seafood and meat, if you catch my wave. (sorry for the Pun) story update: April 19, 2024