PRINT POST APPROVED PP: 255003/07314 ISSN 1442-9942
Restaurant Catering april 2013 $6.95 GST incl.
The coffee break Roberto Cardone explains how he took Cibo Espresso from a small coffee shop to a national hospitality chain
“To be able to communicate what you’re on about is important. But being able to cook is the most important, and there’s no quick path.” Wisdom from Damian Heads of Pony
<The basics of database marketing, page 14 < The importance of insurance, page 19 < The business case for BYO, page 28 <Kitchen benchtop equipment product guide, page 35 <The future of flavour has been forecast, page 6 Official Journal of Restaurant & Catering
Special Restaurant & Catering Price
$99.00ea Offer Valid Until 31St May
Comes fully assembled Dimensions 410 x 410 x 880/450
5Y Wa ea r
The CABARET No 18 Bentwood Chair is made in Poland of solid beechwood that features reinforced joints and overall cutting edge construction.
This is a durable chair yet adds ample ambiance to Café’s, Restaurants, Hotels, Bars, and Nightclubs.
Available in Natural Beech, Black and Wenge. In stock and ready for delivery to all of Australia.
Have A Seat P/L, 15 Hume Road Smithfield, NSW 2164
email@example.com 1300 784 654 www.haveaseat.com.au
APRIL 2013 $6.95 GST incl.
In this issue ... Upfront
From the Association: John Hart on what tourists want and what we can offer, and Brien Trippas on closing the gap between weekend and weekday wages
News and events: What’s the next big thing in flavour?; who cooked for their career with HOSTPLUS; and more...
22 Cover story Caffiene hit
Robert Cardonne explains the highs and lows involved in getting a brand like Cibo Espresso onto the national, and maybe international, stage
Doing the numbers
Risk and reward
What I’ve learnt
Marketing through your database could be the best business move you make this year. That is, if you have a database. What’s the value in specialist insurance services? The co-owner of Pony (with three restaurants in Sydney and Brisbane) talks about making partnerships work, understanding brands, and doing the hard yards
cover photography: davID mariuz
The case for BYO
Finding the voice
How do you make BYO work for your restaurant? The critical importance of giving good phone The latest and greatest stuff All the latest and greatest kitchen benchtop equipment is here in our annual product guide. A river view was key when HASSELL architect Stephen Cameron turned a dowdy office floor into a fine-dining establishment in inner-city Brisbane
38 RESTAURANT & CATERING 3
from the association
What tourists want The data is in, and it’s clear—tourists want great food and wine experiences when they travel
he tourism data is finally on our side. Tourism Australia research shows very clearly that food and wine experiences are very high on the list of things that bring tourists back to Australia. This is a first and will lead to a much greater emphasis on the great restaurant experiences for which we all know our nation is renowned. We have already seen a new category established on australia.com that lists restaurants. Restaurant & Catering has been lobbying for this for over 10 years. It is only now that we can demonstrate the impact on revisitation that we can achieve these sorts of changes. All businesses that achieve a plate rating (who enter the Awards for Excellence and get a score of 9/20 or higher) will be listed and promoted for free. This is part of the TQUAL scheme that the Savour Australia program subscribes to for members. The next changes we will start to see is promotion of Brand Australia around food and wine images. Hopefully this will drive even greater spend into restaurants and cafes. The greater the focus on restaurants and cafes in a tourism sense, the better the prospects for some real operational reform. Governments are far more likely to support industrial changes if the industry is seen as being the great hope for a tourism lead recovery. John Hart CEO, Restaurant & Catering
Restaurant & Catering’s mission: To lead and represent the Australian restaurant and catering industry.
Contact details Restaurant & Catering Australia Address: Level 3, 154 Pacific Highway, St Leonards NSW 2064 Tel: 1300 722 878 Fax: 1300 722 396 Email: firstname.lastname@example.org Web: www.restaurantcater.asn.au President: Brien Trippas (NSW) Senior Vice President: Kevin Gulliver (QLD) Junior Vice President: Matteo Pignatelli (VIC) Treasurer: Richard Harper (VIC) Chief Executive Officer: John Hart R&C is a federation of the following associations, working together on national issues on behalf of their members. Restaurant & Catering SA Ph: 8351 7837. Fax: (08) 8351 7839 Email: email@example.com President: Michael Sfera Chief Executive Officer: Sally Neville
4 RESTAURANT & CATERING
Restaurant & Catering NSW Ph: 1300 722 878. Fax: 1300 722 396 Email: firstname.lastname@example.org President: Mark Scanlan
Restaurant & Catering magazine is published under licence on behalf of Restaurant & Catering by Engage Custom Media, Suite 4.08, The Cooperage, 56 Bowman Street, Pyrmont NSW 2009 www.engagemedia.com.au Editorial Director: Rob Johnson Creative Director: Tim Donnellan Sub-editor:KerrynRamsay Contributors: Sharon Aris, Nicole Azzopardi, John Burfitt, Ben Canaider, Kellie Morle, Kerryn Ramsey, Danielle Veldre
Restaurant & Catering ACT Ph: 1300 722 878. . Fax: 1300 722 396 Email: email@example.com President: Malisa Reggente
Commercial Director: Mark Brown Sales Director: Anna Banno Direct: (02) 9660 6995 ext 502 Fax: (02) 9518 5600 Mobile: 0433 223 100 Email: firstname.lastname@example.org For all editorial, subscription and advertising enquiries, ph: 1300 722 878 Print Post approved PP: 2255003/06505, ISSN 1442-9942
Restaurant & Catering Vic Ph: 1300 722 878. Fax: 1300 722 396 Email: email@example.com President: Matteo Pignatelli
©2011 Engage Custom Media. Views expressed in Restaurant & Catering magazine are not necessarily those of Restaurant & Catering or that of the publisher, editor or Engage Custom Media.
Restaurant & Catering QLD Ph: 1300 722 878. Fax: 1300 722 396 Email: firstname.lastname@example.org President: Peter Summers
Restaurant & Catering WA Ph: 1300 722 878. Fax: 1300 722 396 Email: email@example.com President: Warwick Lavis
Printed by Bright Print Group
photography: north sullivan
Closing the gap The Government in Canberra indulges in navel gazing while our businesses need support
t has been another tragic month for Australia led by our Government in Canberra. Rather than a debate over the substantial policy issues, the focus has been on leadership, politically wrangling and oneupmanship. If there has ever been a time in history when small business needs support it is now. Wage inflation is rampant off the back of skills shortages and regulatory increases in the minimum wage. The question has to be asked how we got into such a mess? The answer lies in the incorrect perception (in my view) is that continuing to increase wages will result in additional votes from this demographic. But so many of these ‘working families’ are either now themselves in small businesses or working in retail or hospitality that they are suffering from reduced hours as business responds to increased wage costs. A false economy! Despite this, the Government continues to apply more pressure to wage rates and conditions of staff. The solution is pretty straight-forward. The gaps between the weekend and other days of the week needs to be narrowed. This is why Restaurant & Catering is still fighting for penalty days to be changed from Saturday and Sunday to the 6th and 7th day of work. This would return some margin to Sundays particularly and restore a number of trading days (and consequent hours for staff) that are currently lost. Brien Trippas President, Restaurant & Catering
PLATINUM: OAMPS • American Express International • Bidvest • Westpac Banking Corporation
GOLD: Australian Mangoes • APRA / AMCOS • ALSCO • Coca-Cola Amatil • Dimmi • The Entertainment Book • Lion • Treasury Wine Estates • Meat & Livestock • Australia • Vittoria Coffee
RESTAURANT & CATERING 5
News &events The future of flavour McCormick & Company, Incorporated, a global leader in flavour, recently unveiled its McCormick® Flavour Forecast® 2013
ow in its thirteenth year, the Flavour Forecast is an annual spotlight on the emerging trends the company expects will drive flavour innovation over the next several years. “Through the Flavour Forecast, McCormick leads the way in identifying flavour trends that serve as catalysts for innovation in many favourite retail brands and restaurant menus, including our own products,” said Alan Wilson, chairman, president and CEO of McCormick. “With our global team of experts McCormick has a unique capability of identifying new and emerging trends on a global scale.” Past reports have helped move once unfamiliar ingredients and trends into mainstream popularity. When chipotle was featured in the Flavour Forecast 2003, it was virtually unknown in the broad consumer marketplace. Since then, US menu items mentioning chipotle flavour have increased by a staggering 214 per cent. The Forecast report is created by a team of McCormick chefs, sensory scientists, dietitians, trend trackers, marketing experts and food technologists from around the world. In its second year as a global report, the Flavour Forecast showcases trends and flavours taking root in cultures spanning Asia, Australia, Europe, Africa, Latin America and North America. “Around the world, we’re seeing a fascinating collision of tradition and innovation. Authentic, real ingredients are still at the core, though now they’re being enjoyed in unique, updated ways that reflect a much more personalised approach to cooking and eating,” said McCormick executive chef, Kevan Vetter. One leading trend featured in this year’s Flavour Forecast is 'Global My Way', which
6 RESTAURANT & CATERING
The trends Following are the five leading global food trends with 10 flavour combinations featured in the McCormick® Flavour Forecast® 2013:
The future of flavour is in this bowl, and it tastes a little Mexican.
describes how people are discovering formerly 'ethnic' ingredients beyond their traditional uses, incorporating those flavours into everyday eating. “Don’t be surprised if in the next few years, Japanese katsu, a tangy cross between BBQ and steak sauce, and cajeta, a Mexican caramel, gain the broad appeal that once-regional tastes like Asian hot chili sauce have achieved,” said Vetter.
1. No Apologies Necessary Diving headfirst into sumptuous flavours to enjoy the gratification of a momentary escape. 2. Personally Handcrafted A hands-on approach showcasing the very best of ourselves. 3. Empowered Eating Creating health and wellness harmony through a highly personalised, flexible approach. 4. Hidden Potential A waste-not mentality, uncovering the fullest flavours from every last part of the ingredient. 5. Global My Way Discovering the unlimited flavour possibilities of global ingredients, beyond traditional roles in 'ethnic' cuisines.
Dilmah challenge returns Following its success in 2012, Dilmah is bringing back the ‘Real High Tea Challenge’ for the third year running. The national competition, responsible for leading the emerging tea gastronomy movement, is open to all food service and hospitality industry professionals in Australia. Entrants are invited to create a culinary masterpiece using the finest selection of Dilmah tea. Judges Dilhan C. Fernando, son of Dilmah founder Merrill J. Fernando, Black Hat chef Bernd Uber and international mixology expert Robert Schinkel will award marks based on the understanding of the high tea tradition as well as demonstration of different brewing techniques, creative use of tea as a core ingredient and outstanding presentation and service. Entries are now open and are required to be submitted online by May 20, 2013. For more information on the Dilmah Real High Tea Challenge, including competition dates, full criteria and prize package, click on realhightea.com.au.
Each year thousands of tonnes of tin waste go to landfill... Cookers takes no part in it.
Join with Cookers and make the change to a tin free environment. With the Cookers System no tin waste goes to land fill and your waste oil is used as bio diesel. You pay only for the oil you use.
Take no part in tin waste. Youâ€™ll be helping the environment and yourself.
For more information phone 1300 882 299 or visit www.cookers.com.au
News &events Swatting hygiene problems
A leading pest control firm is warning the food service industry to lift its game and urgently tackle the underestimated problem of flies, as upset diners are staging a coup against poor hygiene. Recently the NSW Food Authority revealed its 'Name and Shame' register had received seven million hits since it was launched in 2008. The website, whose format has been replicated by other Australian states, publicly names businesses that fail to meet food safety standards. Among complaints from diners are pest control (13 per cent) and a general lack of hygiene and sanitation (35 per cent). Flies carry more than 100 pathogens and can spread diseases like E.coli and salmonella, which can have serious and even fatal consequences. Kate Levy, Rentokil’s head of marketing services, warns business owners of the reputational damage that can also cripple their business. “In the modern age of social media where information travels fast and bad news even faster, a simple click of a button can irreversibly damage a restaurant or cafe’s reputation, which takes years to build. While previously a diner might have complained about a fly in their soup just to a waiter, nowadays a photo is taken, the restaurant is tagged and the information is posted across social media for all to see and share. “Business owners can save themselves potential embarrassment, and the financial fallout of this, by following a few simple steps to ensure that flies don’t become a big problem,” says Levy.
Emtying bins, keeping worktops and appliances clean, and disinfecting the floor and drains are required to prevent flies.
Empty bins regularly and ensure food is sealed tightly in plastic bags and the bin lid is firmly closed • Take away customers’ plates and cups as soon as possible and wipe down surfaces regularly • As well as front-of-house, ensure kitchen worktops, sinks and appliances are kept clean, especially before close • Regularly disinfect the floor and drains • Install an electronic insect control unit. For more, call Rentokil on 1300 761 947 or www.rentokil.com.au.
Wannabe chef takes the gong in HOSTPLUS challenge Rod Parbery, traffic engineer turned kitchen cat from New South Wales, was crowned the winner of the 2013 HOSTPLUS Cook For Your Career (C4YC) challenge at the Grand Finale Cook-off on March 2, narrowly edging out runner-up Toni McAnalen from Western Australia. Rod chopped, diced and seared his way through the Cook-off, held at the Melbourne Food & Wine Festival Cellar Door & Artisan Market event, to win a full apprenticeship with one of Australia’s leading restaurants, Peter Doyle @ the Quay. Adam D’Sylva, one of Melbourne’s most highly regarded kitchen maestros from Coda restaurant, led a judging panel which included Wendy Hargreaves (food writer and radio presenter) and guest judge Matilda Adiyody (winner of the C4YC People’s Choice public voting competition) to put the pair through their paces. Alan Bond from Peter Doyle @ the Quay in Sydney and Lyndon Waples from Print Hall in Perth were also on stage to support the finalists. Says Rod, “I’m stoked to have had the opportunity to participate in Cook For Your Career and win. I’m looking forward to
8 RESTAURANT & CATERING
Rod Parberry, 2013 C4YC winner with Umberto Mecchi from HOSTPLUS and Alan Bond, general manager of Peter Doyle @ The Quay.
developing my cooking skills and knowledge about food with the team at Peter Doyle @ the Quay. This is just a truly awesome opportunity that HOSTPLUS has given me.” The Cook For Your Career competition not only gives people the opportunity to realise their dream, but also endeavours to support the Australian hospitality industry when it comes to finding and building
quality chef talent. “As a national superannuation fund for the hospitality, tourism and recreation and sports industries, HOSTPLUS launched Cook For Your Career as an innovative and creative way to help tackle the skills shortage, ensure the long-term growth of the industry and nurture the next generation of quality chefs,” said HOSTPLUS CEO, David Elia.
From lipâ€“smacking sandwich deliciousness to fine dining finesse and delicacy, embrace the underrated and underutilised beef cuts; the Masterpieces, and push the boundaries of your own creativity. The almighty Chuck is broken down into its basics - the Neck, boneless Rib meat, the Chuck Roll, and the Chuck Eye Log. The maverick of the carcase, the Skirt, also stars. The Masterpieces are a way you can improve plate costs and offer something new and exciting to your customers that will really deliver on flavour. Log onto www.raremedium.com.au/masterpieces and register your details to get your FREE copy of the Masterpieces brochure.
News &events Savour Tasmania program released Savour Tasmania has released its event program, with an exciting line-up of top local, national and international chefs set to present a range of events for all tastes and budgets. The celebration of Tasmanian produce, wines, beers and ciders will commence on May 29 with the Pop-up PorkStar event at the newly refurbished Tasmanian Museum and Art Gallery, featuring Colin Fassnidge from the Four in Hand Dining Room and 4Fourteen in Sydney, and Tasmania’s own Gourmet Farmer Matthew Evans. On May 30-31, Michelin-starred Belgian-based Kobe Desramaults will team up with local talent Luke Burgess to present two degustation dinners at Garagistes, focusing on naturally produced Tasmanian ingredients.
The Savour Tasmania Long Table Dinner will bring Hobart’s waterfront alive on June 1 with a stellar line-up including Desramaults, Shane Delia from Maha and St Katherine's in Melbourne, Giovanni Pilu from Pilu at Freshwater in Sydney and dessert constructor Darren Purchese, from Burch & Purchese Sweet Studio in Melbourne. Also, as part of the Savour Tasmania program, the Tasmanian Red Wine Weekend will be held at Princes Wharf 1 on Hobart’s waterfront on June 1-2, featuring a range of master classes and tastings. Tickets for all events are now on sale, and are available by calling 1300 795 257 or (03) 6221 1700. For further details, register online at www.savourtasmania.com.au, or find them on Facebook: www.facebook.com/ SavourTasmania.
Giovanni Pilu from Pilu at Freshwater, Sydney.
Fagor ADVANCE combi ovens Fagor has now launched their new generation of ADVANCE combi ovens. These ovens are designed to be the most technologically advanced range of combi ovens available on the market and have highly competitive prices, thanks to Fagor’s unique position in the Australian market as a fully supported extension of the Spanish Fagor Industrial factory. ADVANCE ovens incorporate state of the art features in terms of technology and software and are easy to use thanks to their intuitive touch screen menu and their full range of applications for monitoring, maintenance, configuration and logging of cooking events. There are three ranges (ADVANCE PLUS, ADVANCE and ADVANCE CONCEPT), each available in five sizes and in gas and electric options.
Functions exclusive to Fagor include: ■ ■ ■ ■ ■ ■
HA Control Eco Steaming EZ Sensor Fagor Touch Fagor Combi OS Combi Clean
Contact Fagor on 1300 424 615 for further information and special introductory pricing! RESTAURANT & CATERING 11
Delivering delicious, fresh, quality foods for over 50 years. Proud supporters of Australian farmers.
FACT: WE USE APPROX. 100,000KGS OF LOCALLY GROWN AUSTRALIAN CABBAGE PER WEEK IN OUR PRODUCTS.
The Dardalis family founded Marathon Food Industries Pty Ltd in 1963. It is now the largest manufacturer of Spring Rolls and Dim Sims in Australia. Marathon Food Industries is a BRC A grade, HACCP accredited plant and also hold a current EU license based in Kensington, Victoria. We ensure our products are of the highest quality, nutritious, value for money and of course...DELICIOUS! Marathon Foods has been working hard to ensure the impact on our environment is minimised during the manufacturing process. Since 1963 Marathon Foods has sourced locally grown produce, not only supporting Australian farmers but also reducing the impact of transportation and hence our â€œcarbon footprintâ€?.
Discover 18 ways to cut expenses and increase efficiency at Fine Food WA’s business sessions in Perth on April 14-16. finefoodaustralia.com.au
‘Artison & Art of Dining’ is the theme at the World Gourmet Summit in Singapore on April 1626. worldgourmetsummit.com
Hospitality & Gaming Australasia in Brisbane on April 17-18 covers dining, accommodation, entertainment and gaming. hospitalityexpo.com.au
Sydney Royal Fine Food Show & Wine Show takes place on April 19-24. sydneyroyal.com.au
The Food Technology & Innovation Forum in Chicago on April 22-24 shows how to customise products for local markets. thefoodsummit.com
Gourmet food and classic motors—a perfect combination at SA’s McLaren Vale Vintage & Classic Day. vintageandclassic.com.au
Follow the lead of muesli queen Carolyn Creswell who won Telstra Business Women’s Awards last year. Entries are now open. businesswomensawards. telstra.com
Carnivores may convert after trying vege curry puffs and sushi at Brisbane’s Buddha Birth Day Festival on May 3-5. bbdf2012. buddhabirthdayfestival.com.au
‘Branding the Australian Food Industry’ conference in Sydney is run by the Australian Food and Grocery Council. On April 30May 1. brandingozfood.com
Aussie wines won 69 gold medals at last year’s International Wine Challenge; the 2013 awards are announced today. internationalwinechallenge.com
Only the brave will take on the deep-fried eating contest at the Asparagus Festival in Stockton, California, on April 26-28. asparagusfest.com
Sample Tassie’s finest fare at the Unique Tastes Pavilion during Agfest in Launceston on May 2-4. agfest.com.au
Upper Hunter Wine & Food Affair celebrates its 10th anniversary in the Hunter Valley. upperhunterwineandfoodaffair. com.au
Hot-ticket equipment and software are on show at HOFEX’s Asian Hospitality Technology Education Conference in Hong Kong on May 7-10. hofex.com
Give your mum meat—the week-long Australian Bacon Week kicks off on Mother’s Day.
Last chance to enter for the Food Magazine Awards; nominations close today. foodmag.com.au/awards
If you’re looking for packaging solutions, pop in to the Auspack trade show in Sydney on May 7-10. auspack.com.au
Put your nose into everyone else’s business at the Wisconsin Cheese Industry Conference on April 17-18. cheeseconference.org
Regional cuisine is matched with local Clare Valley wines at A Taste of Good Things in SA’s Rhynie. visitvineyards.com
Today’s moveable Forage Feast is one of the final events at F.O.O.D Week in Orange, NSW on April 1221. orangefoodweek.com.au
Improve your business nous by joining the Restaurant Leadership Conference in Scottsdale, Arizona, on April 21-24. restaurantleadership.com
Victoria goes all out with the Grampians Grape Escape (grampiansgourmetfestival.com. au) and Kellybrook Cider Festival (kellybrookwinery.com.au).
See the US’s culinary elite at the prestigious James Beard Foundation Awards in New York on May 3-6. jamesbeard.org
Latest food concepts and consumer trends are revealed at SIAL’s Innovation exhibition in Shanghai on May 7-9. sialchina.com
Spend time in the chateau kitchen with PM24’s Philippe Mouchel during the Taste of Burgundy tour in France on May 10-17. tastesofburgundy.com
WA’s Hospitality Expo on May 14-15 showcases handy hospitality products and services. ahawa.asn.au/events
Promote your food and hospitality services by joining the Australian pavilion at the Seoul Food & Hotel trade show on May 14-17. exportsolutions.com.au
RESTAURANT & CATERING 13
Marketing through your database could be the best business move you make this year. That is, if you do have a database. By John Burfitt
every month, and declares it has had the greatest impact of any hen it comes to database promotional initiative they have attempted. marketing, the industry “Database marketing is, by far, our single most effective marconsensus is there is no keting tool—far more effective than PR, press, social media or more effective way for a Google placement,” Ladyman says. small business to communi“When we put together dinners with special guests at a good cate directly with its client price, it is easy to send out an email. It is a way we can deal base. Where a dilemma directly with our loyal customers to ensure they feel engaged comes into the equation, with what we are doing.” however, is what method is the most effective way of doing so. Red Thread Studios marketing consultant Kylie Pascoe In simplest terms, database marketing involves communicating echoes Ladyman’s claim about the proven impact of database directly to a list of customers and business prospects through marketing, stating it is the only method she utisuch methods as direct mail, email, social media, telephone lises to promote her Gold Coast company. and mobile devices. Pascoe says just as menu planning Some restaurant industry professionals insist email and and staffing rosters are part of an social media campaigns are the fastest, most direct “Over time, that can ongoing strategy to build a resand inexpensive way to make an offer to customers grow to include more taurant business, so too should through database marketing. details, like date of be regular communication with Others insist nothing beats the traditional apbirth and postal the client base. proach of a personal card or letter containing a address, in which you “Too many good customers special deal for the customer, delivered by mail. can put people into are lost because their details Restaurant Profits business coach Howard Tindifferent categories are not treated properly,” ker says before any such debate about methods and market Pascoe says. “If you are starting can take place, most business owners instead need specifically to them.” out, then take a simple apto check on an important fundamental of their Kylie Pascoe, marketing consultant proach and ask for a name, email operating systems. address and phone number. Over “Most businesses need to actually build a database, time, that can grow to include more and it always astounds me how many don’t,” Tinker says. details, like date of birth and postal ad“They might have an email list without any names and a stack dress, in which you can put people into different of business cards in a corner, but neither is like the database categories and market specifically to them. they should be working with. “You might assume people won’t give out this kind of infor“A database should be well organised with clear, current mation, but if they feel they will be made an offer that is worth information on each customer—who they are, where they are something to them, then they’ll give you the data you need. and how to best contact them. This is a business essential and Then it’s up to you to follow through and do so in the right every owner should spend time devoted to getting it right.” way.” Zoe Ladyman opened Libertine in Melbourne eight years ago Which is where the opinions on the most efficient database with husband Nick Creswick. She has since built a comprehenmarketing strategies take different roads. Pascoe and Ladysive customer database, collected through a voluntary form man agree that regular emails and e-newsletters are the best handed over at the time of finalising the bill. way to utilise a database, and Anna Lisle of tourism guide Best She estimates Libertine sends one marketing email offer 14 RESTAURANT & CATERING
For some restaurateurs, social media campaigns are the fastest, most direct and inexpensive way to make anÂ offer to customers. RESTAURANT & CATERING 15
Restaurants calls email marketing a cost-effective way to keep customers and business connected. “I always t “I also believe one message with a special offer per week is about the right frequency, and it doesn’t hurt to ask clients occasionally for feedback about how often they want to be contacted. You never want to be misconstrued as spam. Poor marketing can be one of the major downfalls of campaigns through social media. Once someone has ‘liked’ your Facebook page, following that up with three special offers a day every day will quickly lead to your business being ‘un-liked’!”
oward Tinker, however, believes the traditional marketing approach of mailed letters and postcards to database members provides the best results of all. It is a method he outlines in his new restaurant business manual, More Bums on Seats. “I will bet that if you sent out 1000 postcards and 1000 emails, the cards will achieve double the result the emails can,” Tinker says. He claims his Restaurant Profits business sends out over three million marketing emails a year, but while the redemption rate of an offer sent by email is between eight and nine per cent, for a postcard, the redemption rate is between 15 and 65 per cent. “If you can get someone to read a letter or a card, you have
9259 RedCat Half Pg Ad R&C.indd 1
16 RESTAURANT & CATERING
a far greater chance of reaching them with an offer rather than through email. With email, you have a mater of seconds to get their attention. With a card, it’s in their hands, they engage with it and stick it on the fridge and come back to it. There’s a far better chance it will be followed through on. I recently had a client say that following up on birth dates in his database with a card containing an offer is worth 240 per cent profit every year.” The Australian Communications and Media Authority (ACMA) is the body responsible for enforcing the Spam Act, which covers all commercial electronic messages and can impose financial penalties upon rogue senders. ACMA’s recently updated website (www.acma.gov.au) offers advice designed to assist businesses to use e-marketing more successfully. As the website states, “e-marketing should not be a numbers game and compliance with the Spam Act can go a long way to enhance an organisation’s reputation.” Successful database marketing must be designed, Tinker says, to be much more than an offer sent to everyone about the cocktail of the week. “Working your database has to be about sending info people want to know about and that has real value to them,” he says. “By analysing your database, you have to work out what your client wants. Throwing everything at them simply does not work.”
21/01/13 10:04 AM
LET OUR REPUTATION BUILD YOURS.
Your reputation and the success of your establishment are too important to trust to just any cooking oil. For more than a decade weâ€™ve built our reputation on the consistent frying quality of our oils, which is why Formula 40 is the preferred brand of oil for chefs who understand the value of a good reputation. Formula 40â€™s thicker, cloudy, robust base guarantees longer fry life, superior drain-off and a neutral oil taste that retains natural food flavour. Why risk your reputation to anything else?
Formula 40 is part of the range of quality cooking oils from Peerless Foods, an Australian company. www.peerlessfoods.com.au
reward What’s the value in specialist insurance services? Susanna Nelson asked the experts and the restaurateurs who have it
nsurance, particularly for the hospitality industry, is one of those business expenses that seem to get ever more complicated. The number and range of risks that restaurants face can include perennials like theft and public or statutory liability as well as new considerations such as cyber fraud and new categories of theft and embezzlement. It can be difficult terrain to navigate without the assistance of a specialist insurance broker. Restaurants also have specific risks such as food spoilage and machinery breakdown, and must take into account the potential for lawsuits in the case of food contamination and poor hygiene. Several high-profile cases have highlighted the need for restaurateurs to cover all bases when it comes to their insurance. “There are always obvious risks associated with running a restaurant, but in addition to these, managing ongoing costs in the event of a large claim or catastrophe is vital,” says Meg Long of OAMPS. “We believe risk management, omitting as much risk as possible in combination with an adequate insurance policy, is paramount. This will enable longevity of the business and people’s livelihoods.” The risk to profit and reputation is simply too great and it doesn’t pay to take the chance, says Jarrod Tilbrook, placement executive and spokesperson for Aon. “Transferring these sorts of risks to an insurance company is, comparatively, inexpensive and economical,” Tilbrook says. Indeed, while yearly insurance bills frequently run into the tens of thousands, the cost of exposure to risk can be immeasurable. Start-up hospitality businesses need to look carefully at the diverse risks they face and it can be useful to enlist the services of a specialist broker, who can help build a comprehensive policy designed to meet a restaurant’s needs. “The build and design of a restaurant insurance program entails having a look at the operations and ensuring that all the equipment, machinery, the fit-out and the improvements are insured correctly for the replacement costs,” says Tilbrook. “From there, it’s about having a look at what the wages, the payroll and the profits are and ensuring that they are insured properly, and also having a look at the location—for example, whether the property is in a heritage-listed building or a very restricted council area—and what sort of indemnity period is needed for business interruption. It’s basically ensuring that the policy transfers that risk off to the insurance company effectively.” Once this is established, what happens come claim time? Any loss that shuts the business down for any length of time needs-
Restaurant insurance can be difficult terrain to navigate without the help of a specialist insurance broker.
to be foreshadowed. Does the business, or the broker, have access to forensic accounts and loss assessors and professionals to make sure they’re getting the maximum value out of your policy? It can be daunting to calculate lost wages over a period of closure following a traumatic episode like a fire or break-in. New categories of insurance spring up all the time, as the industry grows and changes. The more quirky or upscale restaurants may need specialist insurance for centrepieces, expensive fit-outs or one-off artworks in the floor space. At the other end of the scale, restaurants are, increasingly, finding a market in home deliveries—often employing contractors to deliver meals to customers’ homes. The trend for New York-style taco delivery vans—and other unusual means of catering for the dining public—also attracts new risks. “I would suggest having adequate cover for risk related to home delivery,” says Long. “We see more and more businesses providing a mobile service, often using hired drivers and sometimes their own vehicles—this adds significant liability risk.” Other specific features of hospitality businesses can attract RESTAURANT & CATERING 19
other insurance costs relatively low too. “When we started 10 years ago we went to an insurance broker who was able to dig around and get us the best deal for our set of conditions. These included the property and business value, whether we had a deep fryer or not—because that increases the premium due to the added risk of fire. We don’t, which is evident in the food we serve. So we gave a set of parameters as to the value of our assets and an expected amount for theft of cash in transit and the broker worked it out for us. We have coverage for fire, theft, food spoilage, machinery breakdown, glass breakage, income interruption and public liability insurance.” Because it is at the bottom of the hill, the cafe has encountered floods before and has had to claim for some flood damage. “We’ve got to be aware of any large downpour that comes around and that the drains work, because this has caused us some problems. You’ve just got to be aware of your situation.” With the increasing incidence of extreme weather events such as flood and fire, it’s important for restaurants to consider their location carefully in weighing up their insurance needs. “You can’t afford not to have insurance,” says Lewis. “We haven’t used ours a lot, with the exception of a couple of roof leaks and floods and break-ins, but the things we’ve had to have replaced have been well and truly covered. We’ve really needed the insurance. For us, it’s worth it. It’s another bill you need to pay but you can’t afford not to be completely covered.”
Copyright © 2013 Elgas Ltd
changing regulations and premiums. For example, local councils require a higher level of public liability insurance where al fresco dining is involved—so it pays to factor the outside space you plan to use into any directions to give your insurance broker. The difference in premiums might not be that great, but what is covered can be. Long also suggests restaurants look at cyber liability to cover the risk associated with online transactions and payments. Increasingly, fraud is conducted via the internet, through scams involving refunds to EFTPOS and credit card skimming and copying. Similarly, if you take funds off-site for any length of time, it’s best to tell your broker. John Lewis runs a small, family cafe in suburban Melbourne, which is the end property on its strip, at the bottom of an incline. Many years ago the building housed a bank. It was then an unloved, disused warehouse for some time before John and his wife Judy renovated it and, in a nod to its past, named it Barclays Cafe. Taking the dark teller walls out really opened up the space and the building doesn’t have the sterile feel it did when it was a bank. But one of the positives in terms of insurance is that, probably because it was a purpose-built bank, the strength of the building and level of security John has on the premises—monitored alarm systems—may have helped to reduce his premium. As a small-cafe owner, Lewis has been able to keep his
Outstanding results when you cook with LPG The key to outstanding results in the kitchen, apart from your chef, is your energy source. When that source is LPG, you’re assured of the highest level of cooking performance.
Why do so many chefs choose to cook with LPG gas? • Instant heat and fingertip-control • Flexibility for a wide range of cooking methods • Ideal for heating your restaurant inside and out. • Cost effective solution • Locally based customer service centres • Delivery driver will monitor usage so you never run out
COMMERCIAL & INDUSTRIAL
1300 362 389 www.elgas.com.au 20 RESTAURANT & CATERING
Commercial Cooking applications suitable for: Restaurants • Hotels and Motels • Resorts • Take Away Outlets Bakeries • Pizza Ovens • Food Industry
LEADERS IN LPG SUPPLY • SERVICE • SAFETY
Marketkitchen ! E
COMMERCIAL KITCHEN, TRAINING ROOM & MEETING ROOM HIRE
PERFECT FOR... • Product Launches • Customer Presentations • Cooking Demonstrations • Training/Team Building • Catering
Fresh Centre, Brisbane Markets, 385 Sherwood Road, Rocklea www.brisbanemarkets.com.au firstname.lastname@example.org (P)07 3915 4200 (F)07 3915 4291
ang around any cafe precinct in Adelaide and you’ll spot coffee devotees clutching bright red cups emblazoned with the Cibo Espresso logo. It’s a sight that still makes Cibo cofounder Roberto Cardone pinch himself. “I get goosebumps and feel really proud and humbled,” he says. The iconic South Australian coffee chain was created 12 years ago by Cardone and his business partners Salvatore Pepe, Angelo Inglese and Claudio Ferraro as a spin-off to their restaurant, Cibo Ristorante. Cibo Espresso is now a multimillion dollar business with an annual turnover of $30 million and 22 cafes with 19 outlets in South Australia and three in Brisbane. This empire is set to expand even further after Cibo partnered late last year with brand developer Retail Zoo, the parent company of Boost Juice and Salsa Fresh Mex Grill. “We knew we had to grow but we needed someone to understand how we wanted to grow and so this partnership is a real lifesaver for us,” explains Cardone. The boyish 47-year-old and marketing whiz will remain a company director and still manages the retail business under the title ‘Brand Man’. Hospitality is virtually part of Cardone’s DNA and he spent his boyhood working in the family’s continental delis. “My mother [Marcella] and father [Francesco] bought their first deli when I was four years old and my brother, sister and I were always there and learnt a lot about hard work and customer service,” he recalls. Cardone was sent to Melbourne after he had left high school
to work in a deli his parents had bought at Middle Park. “I was a very naughty young man so Dad took me away from my friends,” he says. “It was the best thing for me—I came back and some of those friends are still messing up their lives.” Cardone returned to South Australia after a year of “good behavior” and made a life-changing visit to the CES one day with a mate who was looking for a job. “I actually ended up seeing a job for a waiter and all you needed for experience was basic Italian knowledge,” he says. Cardone got the job that launched his career at the legendary Rigoni’s Bistro owned by well-known restaurateur Giocondo Caon. “Rigoni’s was an amazing place in the early ’80s and I met so many fascinating people—actors, journalists, politicians. It was such a great time for me as a young guy,” he says. His boss recognised Cardone’s strong work ethic and asked him to manage a second restaurant called Caon’s. “None of the other waiters wanted to work on Saturday nights but for me, it was a challenge. I’d never managed a restaurant before,” he says. “I was 21. It was my first entree into business and it failed, dismally, for the first six months. In the first year we lost $90,000 and Giocondo was getting edgy and I was getting frustrated.” Cardone used his nous, improved the layout, hired a new team of hospitality guns and gradually turned things around at Caon’s. “In the next six months, we made a $60,000 profit and everyone was happy,” he says. He stuck with Giocondo Caon, and in 1991, the pair opened Grimaldi’s—a groundbreaking European-styled cafe bar in the eastern suburbs. It was here that Cardone met his future wife, Genevieve, and the couple now has two children, Luca, aged 12, and eight-year-old Sofia. After a year, Cardone was getting fired up to open more restaurants but his plans didn’t fit with Caon’s ideas and this resulted in a split in the partnership. Breaking from his mentor
Roberto Cardone explains the highs and lows involved in getting a brand like Cibo Espresso onto the national, and maybe international, stage. By Kylie Fleming
Photography: David Mariuz
caffeine 22 RESTAURANT & CATERING
Roberto Cardone has built the Cibo brand into a multimillion dollar business.
was a bold move that Cardone describes as “a huge moment of growth”. “It was a bitter divorce. We had a bit of a war but in a way this was good for me. I had to look to others for inspiration and confidence to help me stand on my own two feet,” he says. Cardone, the entrepreneur, was born and he teamed up with cousin Angelo Inglese and the Zappia family to open the hugely popular Italian cafe, Scoozi, in 1992. “It was an amazing business. It wasn’t exactly what I wanted, but it turned out to be bigger than I ever thought,” he says. Cardone left Scoozi after a couple of years with the capital he needed to chase a dream and ended up buying an old-school cafe loaded with potential called La Piazza at North Adelaide. All he needed was partners to come on board and these fell into place—the dream team of Angelo Inglese, Salvatore Pepe and Claudio Ferraro. Cibo Ristorante opened its doors in 1996. “We rebuilt and extended and spent $750,00 on it which was huge at the time,” says Cardone. “Money was tight, I almost had a nervous breakdown, we worked seven days and nights for the first year, we paid ourselves hardly anything, and we did pay all the money back to the bank.” 24 RESTAURANT & CATERING
The gamble had paid off and Cibo Ristorante became a dining landmark for its 10-year lifespan—and was also the springboard for Cibo Espresso.
ardone and his wife Gen had first started thinking about espresso bars on a 1997 trip to New York when they observed the Starbucks phenomenon. “I thought ‘they really know how to market stuff ’ and were selling triple shot lattes for five bucks to people who’d been buying $1 bottomless cups of coffee all their life,” he says. The couple researched coffee in London and Paris but weren’t blown away, and later fell in love with Rome and its cafe culture. This was the inspiration for Italian-style Cibo coffee bars. It was five years virtually to the day since the restaurant had opened and the partners were all itching to open a new business, so the first Cibo Espresso opened on New Year’s Eve 1999. The timing was perfect and the takeaway coffee concept began to boom. “Adelaide picked it up a lot quicker than we expected and things really went crazy. We opened four more outlets around Adelaide in quick succession,” explains Cardone.
“Cibo was an overnight success story in four months. I was on a high and I felt like I could do anything.” Buoyed by success, Cardone opened a city wine bar—The Apothecary 1878— which is co-owned and run by Paolo Coro and recently celebrated its 10th anniversary. “It was a hard time after that. Cibo Espresso probably kept me afloat because I had to put money into Apothecary all the time. It was really beyond me at that point,” he says. The partners had also invested in their first manufacturing kitchen to produce Cibo cafe foods. “The investment back then was $300,000 or $400,000 and even though we were selling products in four stores, it still wasn’t enough for the kitchen to make a profit,” he says. “We brought in a franchising consultant, learnt about franchising and legals which we’d never done, and the consultant advised us that we shouldn’t be running the stores so we sold them to the owners. The stores actually improved, in a way that they took more ownership.” The consultant also pushed hard for a quick, major expansion of Cibo into other states. Brisbane came first but, as Cardone says, proved challenging. “The week we opened in West End, Boost
Far left: Inside Cibo Espresso. This page: Cardone says Cibo Espresso kept the business afloat when other business ventures faltered.
Juice closed down across the road, and the fruit shop had graffiti saying ‘Bugger off corporate giants, support your local business’. Our laneway wall said, ‘Stop 4WD yuppies coming into our world’,” recalls Cardone. “It was a sign of a tough start ahead and probably part of a downhill road for us.” Next came a site at New Farm which worked, and a kiosk in Brisbane’s Queen St Mall kiosk which failed. “We also opened in the suburb of Chermside which was touted as a great food precinct based on the Adelaide Central Markets, with a modern Westfield touch, but ended up being a food hall,” Cardone says. “Brisbane ended up costing us a million dollars a year and anything we made in Adelaide went up there. It slowed our growth in Brisbane completely.” The franchise consultant’s approach caused tension among the partners and the relationship ended soon after.
“Sometimes when you turn yourself upside down and inside out, you go back to where and what you are,” says Cardone, philosophically. “And then organically, you grow and it’s been a nice ride back up after being at the base of the hill.” Things are on the up again. A new $4 million manufacturing kitchen is producing a new line of Cibo Cucina readyto-eat meals that are being met with an overwhelmingly positive response. Cardone is also optimistic about teaming up with Retail Zoo, which is hoping to double the number of Cibo Espresso stores around Australia within 18 months—and possibly taking the brand overseas. “I’ve still got a big thing I need to do for myself with Cibo, and with the other guys as well, which is actually taking it to a place we always wanted it to be, not being bogged down with other stuff, so it’s a real opportunity for us,” he says.
“Adelaide picked up the takeaway coffee concept a lot quicker than we thought and things went crazy. We opened four more outlets around Adelaide in quick succession. Cibo was an overnight success story in four months. I was on a high and I felt like I could do anything.” Roberto Cardone, Cibo Espresso RESTAURANT & CATERING 25
What I’ve learnt
The co-owner of Pony (with three restaurants in Sydney and Brisbane) talks about making partnerships work, understanding brands, and doing the hard yards
When I first took on Pony at The Rocks it was already designed. I was just back from London, where I’d gone as a result of winning the Josephine Pignolet Award, and I was struck there with how casual and accessible dining was there. It’s a style I always had. I wanted to be able to produce food I could achieve without extreme levels of effort. Just good products, cooked well. What’s interesting now is everyone’s ditching fine dining. My business partners are very dynamic: one is go-getting, one is financial, others are operations and I’m in food. The axis is fabulous restaurants. It’s balanced, because of the job roles we have in the partnership, though we don’t keep silent if something should be said. We’ve had seven years of working together. It’s a very stable relationship.
I went to London as a 21 year old. After a few months at Bank, I went across to Gordon Ramsay. I lasted four days. I didn’t like the psychotic nature of how the kitchen was run. I made the decision to resign. I went from winning apprenticeship awards to walking out. I walked around Chelsea for two hours that night. I didn’t know what I’d done to my career. After I came back, I moved to Sydney and got a job at Milsons working for Hugh Whitehouse who was one of the first chefs who taught me to respect and enjoy the trade. The passion really rubbed off on me.
“You can cook very well and hide in a corner, but if the world doesn’t know what you’re doing, you can miss out on a lot of potential clientele.”
While they’re all called Pony, the restaurants are different. I write a menu for each, not for the group. I talk with each executive chef, and with the suppliers. The Rocks is very touristic, very corporate and very local and very Sydney. There are logistical issues as it has a very small cool room, so we have to rotate stock fast. Neutral Bay is a local so you have to do kids’ meals and simple Sunday roasts. In Brisbane we tried to give it the essence of Pony—communal table, raw brick in the fit-out, but with funky furniture. There is much more space so we can play around with the style of the food a bit more. Slow cooking is all the rage. It’s a great piece of theatre having a couple of lambs slow cooking on the rotisserie. So they’re all different, but the essence of Pony is wood-fired grill, small plates and all desserts made by hand. I started up with an apprenticeship at the Hilton at 17 years of age. It was like an old European hotel with a butcher 26 RESTAURANT & CATERING
shop, production kitchen, fine dining restaurant, and buffet restaurant. It was rigorous. In that four years I learned all about portion control and counting.
When Mark Scanlan and Mark Dickey opened Garfish in Milsons Point I was head chef and they brought Jenni [Heads] over from Jaspers to do front of house. Jenni and I have been together for 10 years—a match made by Mark and Mark.
At Garfish I was in the SMH Good Living three times in one month. When we got into the Good Food Guide we had a line waiting round the corner—no chef is ever prepared for that. You can cook very well and hide in a corner, but if the world doesn’t know what you’re doing, you can miss out. I employ a PR company. Open a restaurant without PR and you’ll lose a lot of potential clientele. I’ve been on Ready Steady Cook for eight years—got married, had children, opened restaurants on the show. To be able to communicate what you’re on about is important. It’s really bolstered the Pony brand. But being able to cook is the most important and there’s no quick path. It’s been 19 years of really hard graft, networking, competitions, feeding people, and getting experience.
interview: sharon aris
I work in all of my three restaurants—Pony in The Rocks, Pony Neutral Bay [both in Sydney] and Pony Brisbane. Brisbane is my hometown. When the opportunity came up on Eagle Street Pier I had to take it—it’s where the good food is in Brisbane. I like to be where the good food is.
RESTAURANT & CATERING 27
Corkage: you can charge whatever you like in whatever way you like—by the bottle or by the person.
The case for BYO How do you make ‘bring-your-own’ wines work for you? Ben Canaider explains
customers home at the end of the night? Given that any f the BYO debate were a touchstone for the customer’s perception about wine list prices is unchangeable, cultural evolution of Australian restaurants it how can you turn this negative into a positive? How can you demonstrates how far we haven’t come. Because make BYO work for you? it is pure devolution. To start with, it is important to be aware And this is all down to one immutable of the state-by-state liquor licensing truth: 101 per cent of restaurant customregulations regarding BYO alcohol. ers still think restaurant wine list prices For no matter how charming your are outrageously inflated. It is the “Smart operators customers might be with regard same old, broken-record line: “Restaurants who know that you to BYO, it’s important to know put 200 per cent on to the cost of wines—well, cannot put cheap your legal position. it is an insult”; “charging exorbitant prices for wines on your list As far as legal opinion and wine in restaurants is an out and out rip-off ”; that customers can regulatory authority can best “I can get a similar wine from Dean O’Murphy’s pick up all too easily express it, liquor licensing in Wine Store for a quarter of the price!” at Dan Murphy’s.” Queensland, New South Wales They’re just a few comments observed on an Adrian Richardson, La Luna and Tasmania put BYO provision online wine corkage forum, and it is a little into a basket called “discretion”. It’s depressing. When the majority of restaurant up to the restaurateur whether they attendees do not understand one of the basic want to accept BYO. South Australia is a business footings of any restaurant—the restaurant has little different in that it is technically illegal to to make margin on alcohol sales otherwise it wouldn’t be in forbid a customer from supplying their own wine—yet one business—then it makes you wonder what restaurateurs have can still refuse any potential customer entry on other grounds. to do to make customers happy. Serve wine for free and drive
28 RESTAURANT & CATERING
Victoria’s situation is as unclear as every other state, albeit more frightening for licensees, as there is some more robust provision for the responsible service of alcohol, in which the onus falls upon the BYO permit holder to ensure said responsible alcohol service. State-by-state rules also vary as to the Responsible Service of Alcohol Certificates your staff might need to hold in order to legally serve customers the alcohol those customers have brought into your premises. If this is starting to sound labyrinthian, then that might be the reason why no-one—not even the liquor licensing lawyers or the various state Departments for Justice or Gaming and Liquor can explain this to me—let alone themselves. The notion of “discretion” is an interesting one, however, and this is where BYO can work in your favour. As the owner/operator of Melbourne’s successful inner-city restaurant, La Luna, Adrian Richardson, puts it: “There’s a great argument for allowing BYO.” Richardson, who divides his time between the restaurant and television commitments, reckons there’s an advantage in BYO “discretion”. To begin with,” he bridles, “anyone who doesn’t understand that alcohol sales in a restaurant are critical to the business’s success—or even survival—has no idea. We need to sell booze to make money. No-one complains about paying $8 for a beer in a pub, do they? Yet in a restaurant that’s a rip-off? “Secondly, smart operators know that you cannot put cheap wines on your list that customers can pick up all too easily at Dan Murphy’s. And frankly, if you’re doing that, well, it’s a bit rude. A bit rude to your customers. “The advantage is in the customers your BYO policy might—indeed, does—attract. Among my regulars, there are people with great cellars, amazing cellars. They see my restaurant as a way to enjoy those wines and to focus on them, and our corkage charge—should we apply it—is nothing, given they get a sommelier service, and great stemware and decanting...” (Corkage at La Luna is $17.50 a bottle.) Richardson’s tone about the notion of hospitality builds in this discussion. He sees BYO as a way to foster and maintain customer relationships, not as a means by which his income or profit is diminished. And his tone alone makes a compelling argument in favour of BYO. Then again, La Luna is in Carlton, the inner city area which in many ways spawned BYO dining over 40 years ago. Testing the waters on your own BYO policy should take both practical and cautionary manner, however. BYO nights might be one way to see if you can encourage clientele. Making something of you service provisions—stemsware, decanting, your reserve wine list should a bottle for comparison be required—might be an effective form of marketing. Word-of-mouth might then take over. But before you do anything in this otherwise very promising and hospitable regard, you need to be sure of your own liquor licences implications for BYO provision, and how it might affect your staff ’s handling of alcohol service, and, therefore, your own licence’s status. The only thing that is certain is the corkage fee. That’s entirely unregulated and in every state and territory “discretionary”. You can charge whatever you like in whatever way you like—by the bottle or by the person. $2 a head, $17.50 a bottle. Perhaps it all depends on your sort of customer. RESTAURANT & CATERING 29
The power of
How many bookings have you missed because staff were busy, or the restaurant was closed?
As more restaurants embrace online booking services, some companies have realised the weakest link in the reservations system is the telephone
espite online booking services and mobile phone apps making it possible for your customers to organise their next visit to your restaurant from anywhere, it’s possible the weakest link in your reservation system is the telephone. That’s what Craig Macindoe, from Sydney’s MuMu Grill, began to suspect. The solution, however, was quite old-fashioned, although with a contemporary twist. “The biggest challenge for us has always been Friday and Saturday nights,” he explains. “You get to about 6 o’clock and we got a queue at the front door and we got the phone ringing, and it just
30 RESTAURANT & CATERING
takes service staff away from service, and takes the manager away, because the manager on a Friday or Saturday night wants to allocate the tables. The other challenge was on a Monday or Tuesday when we’re not open for lunch—if somebody wants to book for that night, my service staff don’t get in till 4pm so they don’t know if they’re getting a booking for that night. So many times when you ring a restaurant it goes through and you miss it and you ring somewhere else.” In reality it’s impossible to quantify the amount of business you miss by not answering the phone—how can know how many bookings you didn’t take? Online booking service Dimmi has made an estimate based on unanswered phone calls to restaurants made by their own sales force along with
some overseas research, and they’re coming up with a number around 60 per cent of all calls. That’s why Dimmi has introduced a phone booking service called Dimmi Overflow, where Dimmi’s reservation team will take any calls you miss, identify themselves as being from your restaurant (so your customers don’t feel they’re talking to a call centre), and enter the booking into your booking system if you use Dimmi’s service. It’s not a new idea, and the advantage of such a system is from the customer’s point of view, the service is seamless— they may as well be talking to your own reservations manager. A similar service is on offer from local company Office HQ, which works with a simple-web based portal, iPhone or android app. “You can start with OfficeHQ
on line in a matter of minutes, and manage your preferences with a click of the mouse in a matter of seconds,” their promotional material boasts. “Where we’ve had a lot of customers is with restaurants that aren’t open for lunch,” explains OfficeHQ founder David Atkinson, who has developed the service using VOIP, an internet based technology which carries voice data, without the expense and infrastructure of traditional telco companies. The digital technology makes the service far more cost-effective to offer. Trained receptionists can identify immediately who the call is for, and respond as if they were on staff. “Restaurants who have approached us have unattended phones during the day, so were missing a lot of bookings—but we can take those calls for them all day long,” says Atkinson. “We have a shared calendar and they can log in and get the bookings online.
If they don’t have internet access we can send them SMS or email.” Other than the convenience factor of having someone manning your phones 24 hours a day, Atkinson sees the strongest selling point of his service as the price. “Originally we started because the main players in this space charged by the seat, rather than by the booking. So if you rang up and made a booking for 6 or 8 people for dinner it becomes an expensive booking for the restaurant to take. As a result, a lot of restaurants were blocking out their weekends, when they knew they were going to get trade anyway. We are different because we just charge a flat rate per call, which is much more economical for the restaurateur.” The other advantage of such as service is the savings it can make to staff costs. Craig Macindoe of MumMu Grill says he praises the Dimmi system because, “I was actually at the point where we had to hire someone to come in on
Mondays and Wednesdays just to answer all the answering machine messages. But with the Dimmi Overflow system they capture everything. It really meant we didn’t have to hire that person for those two days, and it makes it a lot easier for us, we just come in and bookings are already there.” If your floor staff are serving a table for two that has just come in, they’re unlikely to run off in the middle of that to take a phone call—which may be a booking worth considerably more. “If someone calls on a busy time we don’t have to stop everything and answer the phone,” says Macindoe. “I know a lot of restaurateurs, if you’re having a coffee with them and they get a call, they’re scribbling it down on a piece of paper, and it seems to me like a natural extension. And it makes your place look a lot more professional and captures all the information, so it ticks all the boxes,” says Macindoe.
A range of choices to improve your customer’s experience T@blet at the T@ble - integrated mobile Point of Sale, the ultimate in accuracy and accountability. iP@T - Integrated Pay@Table - a more convenient & secure way to pay, at the table. B@rT@b - Pre-authorisation will protect your bar tabs from Fraudulent Behaviour and no more credit cards behind the bar.
H&L - 25 years and still the leaders in innovation Sydney
RESTAURANT & CATERING 31
Upgrade Popular Pegasus Foodservice Cabinets The popular Pegasus 2/1 Gastronorm Series has recently been upgraded to be brought in line with the Pegasus 1/1 Series. The Pegasus 2/1 Series includes chillers, freezers, preparation and pizza cabinets. New features include: The Pegasus 2/1 Series now utilises the front breathing system that enables the cabinet to be built flush against back and side walls, maximising the use of valuable kitchen space. Chillers and freezers are now rated to 43°C ambient, making them ideal for use in high ambient temperatures and hot kitchen environments New aesthetic look is standard across integral and remote cabinets Improved energy efficiency Drawers are now available as a standard option on Pegasus 2/1 preparation cabinets. To learn more about the upgrade go to www.skope.com.
Fagor ADVANCE combi ovens Fagor has now launched their new generation of ADVANCE combi ovens. These ovens are designed to be the most technologically advanced range of combi ovens available on the market and have highly competitive prices, thanks to Fagor’s unique position in the Australian market as a fully supported extension of the Spanish Fagor Industrial factory. ADVANCE ovens incorporate state of the art features in terms of technology and software and are easy to use thanks to their intuitive touch screen menu and their full range of applications for monitoring, maintenance, configuration and logging of cooking events. There are three ranges (ADVANCE PLUS, ADVANCE and ADVANCE CONCEPT), each available in five sizes and in gas and electric options. Contact Fagor on 1300 424 615 for further information and special introductory pricing! Fagor Australasia Pty Ltd: 1300 424 615
Volkswagen caters to you Like you and your business, Volkswagen prioritises high quality. That’s why you can trust their range of Commercial Vehicles to transport you, and your products, to every job. Two of the range’s most cargo-friendly models, the Caddy Van and Transporter Runner, provide passengers with premium features to make your workday run smoother than ever. A mix of brilliant German engineering, award-
32 RESTAURANT & CATERING
winning safety, low fuel consumption and remarkable versatility are guaranteed with the Caddy Van, Australia’s leading compact van and the ever-popular, multipurpose Transporter.Manage the demands of your industry in safety and style with the Caddy Van and Transport Runner models. You deliver for a living, and so does Volkswagen Commercial Vehicles.
Knowledge is Power Real Time Information Instant Business Insights Access Anytime, Anywhere Simplified Reports
BUSINESS INTELLIGENCE DASHBOARDS
Fedelta Business Intelligence Dashboards provide you with the right information, at the right time, empowering you to make the right business decisions. This powerful tool instantly consolidates key data and transforms it into clear and concise charts. At a glance you can gain real time insights into your company’s performance, enabling you to make instant decisions to maximise profits.
With Fedelta Dashboards you can: ► Instantly identify sales trends ► Monitor operations, costs & margins to make instant informed decisions ► Identify and rectify potential issues before they become a problem ► Improve inventory turns and minimise shrinkage ► Optimise staffing levels ► Establish customer profiles ► Track KPIs against targets you set
FOR MORE INFORMATION
Call us today 1300 652 029
Visit our website www.fedeltapos.com
Finally, the perfect solution to street dining.
The Street Smart Umbrella is waterproof, ready to be branded and available in aluminium or painted finish with a PVC or canvas canopy. It is designed for a 50kg waitress to be able to put up and take down by herself in 1 minute Waterproof canopy PVC or acrylic canvas Huge range of fabric colours Ready for your branding Light-weight post, slots into ground sleeve Frame powder coated in Black or Silver (or custom colour at additional cost) Canopy simply clips onto post—it’s that easy Side post to maximise your table area Can’t spin out of place or over the road No impact on the footpath traffic or your tables Easy for 1, small person to use. Designed for a 50kg waitress to be able to do it herself in 1 minute. 2.5m x 1.8m to fit shop front width Easy Install
For more information Ph: 03/ 9676 2476 Fax: 03/ 9676 2578 or visit www.yarrashade.com.au 34 RESTAURANT & CATERING
Hello Foodservice brings health and wellness to the industry Food intolerance is a significant concern for the foodservice industry. With more and more health issues arising from the types of food we eat, the consequences of ignorance are potentially dire. Award winning online current affairs program Hello Foodservice takes a look at this issue through the eyes of the experts, asking the question – is the industry doing enough? To view the latest program or previous episodes, visit www.foodservicegateway.com.au and click the Hello Foodservice icon on the right hand side of the home page. crowncommercial.com.au for your nearest distributor.
The Perfect Sour Cream Bulla Dairy Foods, one of Australia’s oldest and most awarded dairy producers is the proud recipient of a series of awards won for its Premium Sour Cream at the 2013 Australian Grand Dairy Awards. Bulla Dairy Foods’ Premium Sour Cream is a decadent sour cream. Made with 35% milk fat, it has a distinct light and tangy profile with a creaminess that is unique to Bulla – something that identifies it as one of Australia’s favourite sour creams for commercial applications and home use. According to Commercial Marketing Manager, Scott Haywood: “Bulla Dairy Foods focuses on developing high quality and innovative products that deliver on their promises and can be relied upon by chefs to raise or provide the finishing touch to any dish.” Bulla Sour Cream is also available in a Light version, which contains only 18% fat. Bulla Sour Cream is available through all major foodservice distributors. www.bullacommercial.com.au
KitchenAid Product Guide
KitchenAid Product Guide
The Restaurant & Catering guide to the KitchenAid 6.9L Commercial Bowl Lift Stand Mixer.
RESTAURANT & CATERING 35
KitchenAid Product Guide
The KitchenAid Commercial Stand Mixer; made with chefs in mind Highly efficient and cost effective, the new KitchenAid 6.9L Commercial Bowl Lift Stand Mixer is perfect for busy commercial kitchens
he newly released KitchenAid 6.9L Commercial Bowl Lift Stand Mixer is the most powerful and quietest restaurant-quality KitchenAid Stand Mixer yet; it’s clearly been designed with professional chefs in mind. There are several points which set this Stand Mixer apart from the domestic model. Firstly, the 11-Wire Elliptical Whisk means maximum volume in minimum time for lighter and fluffier whipped cream and egg whites. Secondly, the 1.3HP, highly efficient DC motor runs longer and delivers optimum torque with less heat build up. And thirdly, the uniquely shaped Power Knead™ Dough Hook powerfully punches and rolls thick, heavy dough with smooth efficiency – making 25% more dough than its predecessor. “KitchenAid understands the importance of working closely with industry leaders and developing commercial machines that suit their ever changing and demanding needs. We know they want a product to be highly efficient and produce premium, cost effective results. We believe we’ve delivered with the KitchenAid 6.9L Commercial Bowl Lift Stand Mixer,” said Michael Day, Business Unit Manager – Commercial at Peter McInnes, the exclusive distributers for KitchenAid across Australia and New Zealand.
Salty Chocolate And Chilli Meringues Makes 25 Ingredients 6 large egg whites, at room temperature Pinch salt 300g caster sugar 60g (1/2 cup) dark, quality cocoa, sifted ½ tspn dried chilli flakes 120g quality dark chocolate, roughly chopped into small pieces 100g hazelnuts, toasted, roughly chopped ¼ tspn freshly group black peppercorns ½ tspn sea salt flakes 2 tbspn (30g) dark chocolate, extra Method Preheat the oven to 150oC (130oC fan forced). Line two baking trays with
36 RESTAURANT & CATERING
baking paper. Attach the wire whisk and mixing bowl to the KitchenAid Commercial Bowl Lift Stand Mixer. Place the egg whites and salt into the mixing bowl. Turn the mixer to speed 6 and beat to soft peaks. Increase to speed 8 and continue beating, adding sugar gradually. Beat until the meringue is very thick and glossy white. Add the cocoa and half the chilli. Beat on speed 1 until combined. Dollop small amounts of the mixture onto the prepared trays. Gently poke in the chocolate chunks and hazelnuts. Bake for 40-45 minutes or until very firm. Allow to cool completely in the oven with the door ajar. Sprinkle with a little pepper, salt and remaining chilli. Dust with cocoa and serve.
Mix power, passion and
INTRODUCING OUR HARDEST WORKING KITCHENAID COMMERCIAL MIXER YET We know you work hard – that’s why you deserve state-of-the-art equipment that produces exceptional results, every time. Whether you’re creating the most delicate of pastries or kneading the heaviest of doughs, the 6.9L Commercial Bowl Lift Stand Mixer has the power and stability to take on any task with ease. Designed specifically for professional chefs who demand perfection, this versatile machine will become the most reliable member of your kitchen team. PREMIUM PERfORMANCE, EXCEPTIONAL RESULTS, LEGENDARY KITCHENAID qUALITY.
Available at quality commercial kitchenware stores. View the entire KitchenAid Commercial Collection at kitchenaid.com.au Overseas model shown. ® Registered trademark. The shape of the stand mixer is a registered trademark of KitchenAid U.S.A. © 2013. All rights reserved.
he site was originally a ground level tenancy of an office building that had been empty for five years. It was a generic space with the usual office carpet, panel ceiling and huge columns. The primary feature was the great outlook over the river. It was the blankest of blank canvases. “The biggest challenge was to break that one room into a series of smaller rooms that were column free and sat as interconnected spaces. A big part of the brief was to have three separate sections to the restaurant. Obviously, the columns could not be removed— they’re holding up a 15-storey tower—so we integrated them into the design. You don’t even notice them anymore. “Now when you arrive, there’s a noisy, friendly bar that offers a separate menu. It’s a great drop-in place for lunch. Moving deeper into the restaurant, you pass a little pre-dinner drinks alcove, and then move into the fine-dining restaurant. Beyond that is a raised platform, separated by a joinery element that acts as a waiter/sommeliers station. On the other side is a semi-private fine-dining area that can be booked as a stand-alone room. “Ryan [Squires, executive chef and co-owner with Cameron Murchison] wanted patrons engaged in the dining experience as a whole and the kitchen is a big part of that. The relationship between where you eat and where the food is made had to be
38 RESTAURANT & CATERING
direct. From the tables, you can see the chefs HASSELL working and assembling 36 Warry Street the dishes. Fortitude Valley QLD 4006 “There are three kitchT: (07) 3914 4000 ens—one that serves the E: email@example.com casual section, another W: www.hassellstudio.com serving the degustation and fine dining, and a third kitchen behind that. The first two are on view, and the third is the prep kitchen where back-of-house stuff happens. “Ryan and Cameron were hands on in the design phase. Every detail was considered many times over. The furniture was no exception. We looked at hundreds of different samples before sourcing dining chairs from Organic Modernism in Brooklyn, New York. They are beautiful tactile pieces with a Scandinavian look. “The pendant lights are a big part of setting the ambience. The ceiling is articulated to define taller and smaller spaces, helping set the mood in different parts of the restaurant. “Esquire is a long-term venture—it’s all about natural highquality materials creating an environment that’s a delightful place to dine. It’s won many awards but the most satisfying one for us was seeing it become the only three-hat restaurant in Brisbane. That’s a great success for our clients and for us. It’s not just about winning design awards; it’s about setting up our clients so they can do the best they can in their own endeavours.”
words: kerryn ramsey. Photography: Roger D’Souza
A river view was key when HASSELL architect Stephen Cameron turned a dowdy office floor into a fine-dining establishment in inner-city Brisbane
NEW Sara Lee Fully Baked Danish Pastries Sara Lee is proud to introduce new fully baked Danish pastries that are the ideal solution to your morning pastry needs because they are:
4 Ready to serve 4 Deliciously tasty 4 Perfect every time No proofing, no baking and no wastage! Apple Danish Individual 45g & Berry Danish Individual 45g
FREECALL 1800 805 441 or visit www.foodservice.saralee.com.au
rs for e f f o e v i s u Excl ers. ABN hold cial Vehicle dealer. Visit your
mer loca l Com
Catering to all your business needs Volkswagen Transporter and Volkswagen Caddy 速 Van feature just the right ingredients to make your mouth water. Brilliant German engineering. Award-winning safety. TDI efficiency. Amazing versatility. Transporter & Caddy Van deliver new standards in economy and operating efficiency. If safety, features and value are important for you, then these two vans should be on top of your shopping list. See your nearest Volkswagen Commercial Vehicle dealer or visit www.volkswagen-commercial.com.au to find out more.
The product name Caddy 速 is a registered trademark of Caddie S.A. and is used by Volkswagen Commercial Vehicles courtesy of Caddie S.A.