el Restaurante, JulyAug 2022

elRestaurante JULY/AUGUST 2022

| YO U R S O U R C E F O R M E X I C A N A N D L AT I N F O O D S E R V I C E T R E N D S | w w w.elrestaurante.com |

Set Sail with

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In This Issue 6

HOTLINE — New Sponsor for Manager of the Year Contest

14

COVER STORY — Set Sail with Seafood

24 14

23

EMPLOYEE RELATIONS — Building Loyalty on the Front Lines

26

SNAPSHOT — Taco Bamba

30

BUSINESS BASICS — Free Social Media Marketing Tools (in English and Spanish)

38 AT THE BAR — Spike It! Reinventing Aguas Frescas and Horchata (in English and Spanish) 48

MARKETPLACE (in English and Spanish)

53

RECIPES

56

MY FAVORITE RECIPE — Chef Ariel Contreras-Fox

38

26 56

ON THE WEB AT www.elrestaurante.com Want more great recipes?

Visit elrestaurante.com/recipes to find something for every section of your menu!

editor’s note

elRestaurante | w w w.elrestaurante.com |

Vacation.

It’s a word that comes to mind, especially in summer. The only problem is that for anyone who runs a business — especially one as all-consuming as a restaurant — vacation is more often something that’s dreamt about than actually taken. I would imagine that is especially true in these chalKathleen Furore, editor

lenging times, when the cost of doing business is up, product

Kathleen Furore EDITOR Ala Ennes ART DIRECTOR Elyse Glickman, Joe Dysart, Annelise Kelly CONTRIBUTING WRITERS

availability is down, and help is hard to find.

MAIN OFFICE phone: 708.267.0023

I grew up with an inside look at the business of running a

PRESS RELEASES TO: kfurore@restmex.com

restaurant. My aunt and uncle owned an Italian restaurant in Mishawaka, Indiana — and I remember the many nights my aunt would have to swoop in to fill in for the cook who called in sick or to pick up the slack when other employees would show up late or just not at all. I don’t recall Aunt Betty and Uncle Tony taking many vacations. What I do remember is how dedicated they were to Tony’s Place, and how much they valued the loyal, long-time employees who helped make it a success.

I thought of that when I was writing the story about loyal employees that starts on page 23. A reader reached out with the idea to cover the positive side of the labor shortage, which boils down to this: In spite of The Great Resignation, many restaurants have survived and even thrived thanks to managers, cooks and waitstaff who stayed and pitched in when the going got tough. I heard the same kind of dedication and appreciation emanating from the four restaurateurs who shared their stories that I know my aunt and uncle felt so many years ago.

Now, as far as vacation goes…

It might not be on the menu. But we hope you’ll be able to take at least a little time to kick back, relax, and enjoy the stories about Mexican seafood and agua fresca and horchata cocktails in this issue. They might give you new ideas for ways to brighten your menu this summer.

2

Ed Avis PUBLISHER

el restaurante | JULY/AUGUST 2022

MAILING ADDRESS P.O. Box 13347 Chicago, IL 60613 SHIPPING ADDRESS 1317 W. Belden Ave. Chicago, IL 60614 AD SALES/ENGLISH Ed Avis 708.218.7755 edavis@elrestaurante.com Suzanne Bernhardt 678.880.9282 suzanne@elrestaurante.com AD SALES/ESPAÑOL Alfredo Espinola alfredo@elrestaurante.com Published by Maiden Name Press, LLC Volume 25, Number 3

el Restaurante (formerly el Restaurante Mexicano) (ISSN 1091-5885) is published five times a year by Maiden Name Press, LLC 1317 W. Belden Ave., Chicago, IL 60614 el Restaurante is distributed by subscription at the cost of $40.

All contents copyright© 2022 Maiden Name Press, LLC. Nothing in this issue may be reproduced in any form without publisher’s consent.

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hotline

Gordo’s New Sponsor of 2022 Manager of the Year Contest Nominations are now being accepted for the 2022 el Restaurante Manager of the Year Awards! The program, now in its seventh year, has a new generous sponsor for the program: Gordo’s Foodservice.

“We recognize that managers are often unsung heroes in a restaurant’s daily operations, and so we’re happy to take part in a program that honors them,” says Dan Setlak, general manager of Gordo’s Foodservice. “Managers have always played an indispensable role in leading their teams. However, these past couple of years have brought on challenges like we’ve never seen before. In so many restaurants it has been the manager’s leadership, resourcefulness and sheer determination that have been essential in keeping the operations growing, evolving and succeeding. We definitely feel they deserve recognition for all they have been through and accomplished.”

The Manager of the Year Contest, which is free to enter, provides cash prizes to the top three managers and certificates to all nominees. The winners will be profiled in an article in the Nov/Dec issue of el Restaurante.

To nominate someone for the award, visit elrestaurante.com/2022-manager-contest.

Jesenia Rivera of Taqueria Los Magueyes in Upland, California, was the 1st place winner in the 2021 Manager of the Year contest.

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el restaurante | JULY/AUGUST 2022

LATINO RESTAURANT ASSOCIATION SEEKING STORIES The Latino Restaurant Association has launched a new program to highlight the stories of Latino restaurant owners. The program, How Dreams are Cooked, will publish the stories on the LRA’s Instagram, Facebook and YouTube platforms.

“For a while we had been thinking of a way to show the human side of LRA’s members,” says Chef Tati Polo, who is a cofounder and creative director of the LRA. “The program will let restaurant owners themselves share a bit of their story and journey, how they managed to position their business, overcoming the limitations and challenges that they faced along the way. Most of the members of LRA are either immigrants or have immigrant families, which means that they face more constraints in this country.”

The first submission came from Tatiana Pacheco, owner of Andrea’s Healthy Kitchen in El Monte, California. Her story, including how a fire destroyed her business, can be seen on the LRA’s Instagram page, www.instagram.com/ latinorestaurantassociation/ “Stories like these are so inspiring to entrepreneurs, restaurateurs and anyone else who is going through difficult situations or discouragement. They will realize that they are not alone,” Polo says. “We all have a story to share and what is most important is what we learn from the situation.”

If you have a story to share with the How Dreams are Cooked program, visit the LRA’s Facebook page (www.facebook.com/LatinoRestaurantAssociation/) and send a direct message.

HONOR YOUR

MANAGERS!

THE SEVENTH ANNUAL

el Restaurante

MANAGER OF THE YEAR AWARD Sponsored by Gordo’s Foodservice

NOMINATE YOUR BEST MANAGERS TODAY! Every manager nominated will receive a certificate honoring the nomination and will be named in the Nov/Dec 2022 issue of el Restaurante. Award winners will receive cash prizes and be profiled in el Restaurante.

There is no cost to nominate a manager.

FOR MORE DETAILS AND TO ENTER: VISIT www.elrestaurante.com/2022-manager-contest

hotline

Mexican Restaurants Respond to War When a Russian missile destroyed a humanitarian kitchen of José Andres’ World Central Kitchen in Ukraine in mid-April, the world suddenly recognized the deep commitment of the Spanish chef and his colleagues to helping the beleaguered country. World Central Kitchen, which has a team of 4,500 chefs, drivers, warehouse managers and others in and near Ukraine, is certainly the most high profile restaurant-related relief program, but many other Mexican/Latin restaurant owners are doing their part to help the embattled country.

For example, Nicha’s Comida Mexicana in San Antonio donated $10,000 to a Ukrainian relief program in early March. The owner, Richard Garcia, told a TV reporter from KSAT that his wife’s family is Ukrainian so the issue is personal. “My in-laws are there…but my wife said, ‘They’re all my brothers and all my sisters,’” Garcia said.

Another Mexican restaurant that helped the cause was La Casa Loco in Rugby, England. The restaurant held a three-course dinner on March 14 and donated all proceeds to Ukrainian relief.

“Besides this fundraiser, we have changed our nominated charity to raise funds for the Ukrainian Appeal and will also be adding an optional £1 to every normal restaurant bill,” the restaurant’s Facebook page says.

Richard Garcia (left), helps present Nicha’s $10,000 donation to Ukranian San Antonio.

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TO-GO LIQUOR SALES:

Still a Factor

“It’s another offering, another opportunity for a sale and another convenience for our guests, and that’s important.”

–LORRAINE SALAZAR, Sal’s Mexican Restaurant

| BY ED AVIS | When COVID shut down restaurants across the country in 2020, most states responded with an important rules change: They allowed restaurants to sell liquor with take-out orders.

The ability to sell liquor that way helped a lot of restaurants survive. As NPR reported in April, “Across the country, looser liquor laws may be one long-term side effect of the COVID-19 outbreak.”

Today, carryout cocktails continue to spike profits at many restaurants.

According to an el Restau-

rante reader survey conducted in early July, Mexican/ Latin restaurants that sell liquor to-go sell about 13 percent of their liquor that way, on average. There was a wide range of response to that question — some restaurants in the group sell only about 1 percent of their liquor to-go, while some sell as much as 45 percent.

RESTAURANTS SHARE THEIR STORIES At Zaco’s Tacos in Culebro, Puerto Rico, take-out alcohol comprises about 10 percent of total alcohol sales.

“When COVID started and everything had to be to-go, we started serving drinks, too, and it worked out great,” says Kevin Vizcarrondo, the bar manager at Zaco’s Tacos. “Even now, sometimes people order a margarita while they’re waiting for their take-out food, and when it’s ready they say, ‘That was super nice, can I get another one to go?’”

But even restaurants that don’t sell much alcohol to-go appreciate the option. For example, Lorraine Salazar, co-owner of Sal’s Mexican Restaurant in Fresno, California, says to-go liquor sales make up less than one percent of her total liquor sales, but she still offers it. (continued on p. 12)

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el restaurante | JULY/AUGUST 2022

hotline

A STATE-BY-STATE SITUATION While customers are embracing the carryout cocktail phenomenon, not every Mexican restaurant has the option to boost bar sales with take-home alcoholic beverages. Location, as they say, is everything.

As NPR reported in April 2022, Iowa became the first state to make the change permanent in 2020, and at least 17 other states have followed suit with their own laws to permanently allow carryout alcoholic beverages. California, Texas and Florida are among them.

Many states still allow these sales for the time being but have not permanently changed the rules. Illinois, for example, extended the timeframe that businesses can continue serving cocktails and single servings of wine for takeout and delivery until Jan. 3, 2024, while Washington extended allowances for to-go alcohol sales until July 1, 2023.

Some states, such as Utah, however, never allowed it. And in many cases, local jurisdictions have stricter rules than the state.

The specifics of the rules vary.

Some states allow delivery of alcohol while others limit it to take-out orders, for example, and some states allow already-mixed cocktails while others limit alcohol sales to sealed, original containers.

It’s a fluid situation – literally and figuratively. The best approach: Check state and local laws to make sure you’re in compliance. And if to-go liquor is allowed, determine how to make it a profitable venture for your restaurant.

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el restaurante | JULY/AUGUST 2022

Kevin Vizcarrondo

“When COVID started and everything had to be to-go, we started serving drinks, too, and it worked out great. Even now, sometimes people order a margarita while they’re waiting for their take-out food, and when it’s ready they say, ‘That was super nice, can I get another one to go?’”

– KEVIN VIZCARRONDO, Zaco’s Tacos

“It’s another offering, another opportunity for a sale and another convenience for our guests, and that’s important,” Salazar says.

WHAT’S SELLING TO-GO According to the el Restaurante survey, the most popular alcoholic beverage sold via take-out is the margarita. Seventy percent of respondents ranked that classic cocktail number one. Beer takes the second spot, followed by mojitos.

Margaritas are top-sellers at Sal’s Mexican Restaurant, where the cocktail comes pre-mixed in a plastic half-pint or full-pint container. The rimmer — a salt and Tajin mix — is included in a separate small, plastic container,

Salazar reports. The container with the margarita must be sealed with a strip that, presumably, would make it harder for the customer to open the container and drink it while driving home.

“It does cost us more to make a to-go margarita because of the containers, but there’s room in the margin for those costs,” Salazar says.

Vizcarrondo says he’s happy to serve any alcoholic drink to-go, including tap beer and shots.

“I like to make life easier for everybody,” he says. “When you come to place like Culebro, every day is like Friday, we have the best beaches in the world, and we help each other here.”

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seafood

SET SAIL WITH

| COVER STORY |

| BY ANNELISE KELLY | One look at

the globe reveals why seafood is beloved in Latin American cuisine.

Holbox’s Ceviche de Erizo 7 Callo: Live Sea Urchin and Scallop Ceviche

Nearly every country in the western hemisphere meets the sea, whether flanked by the Pacific Ocean, the Atlantic Ocean, the Gulf of Mexico or the Caribbean Sea. Mexico, with nearly 6,000 miles of coastline, is known for a robust shrimp fishing industry and plenty of celebrated seafood dishes such as snapper Veracruz and the iconic Baja fish taco. It’s worth noting that eating seafood is a traditional Catholic practice on holy days, which may have helped endear seafood to the region’s culinary heart.

According to its annual What’s Next in Mexican Cuisine trend forecast, Cacique Foods predicted “Price is always a consideration considering our setting. We can’t go that “2022 will be the year of maristoo crazy with our price point. So, we look to strike a balance with cos … as foodies seek out authentic not-so-expensive local seafood — oftentimes overlooked and underMexican preparations such as aguachile, ceviche and more that let the utilized local seafood, things like live sea urchins and live spot prawns. flavors of fresh seafood shine.”

Keeping the product here keeps our costs a little bit lower. And it Seafood’s popularity has never also creates a fantastic network and relationships with these local been higher. At restaurants and fishermen or local farmers, strengthening our ability to obtain grocery stores alike, consumers are increasingly choosing fish and increasingly interesting local products.” – GILBERTO CETINA, Holbox shellfish. They perceive seafood to be a healthy and nutritious protein – and it’s a and pescatarians alike, as well as customers looknatural partner to the trend of eating less red ing for light, nutritious and healthy fare. Ranging meat. According to market research firm IRI, from fish tacos to ceviche to platters of lobster 41 percent of consumers want to consume or mahi-mahi, seafood dishes can be humble or more seafood in 2022, attracted in part by lavish, lean or rich, ordinary or exotic, economihigh protein, omega-3 content, and low fat. cal or indulgent.

Datassential puts that number at 58 percent.

SEAFOOD ON THE MEXICAN MENU Savvy restaurant operators recognize that Traditional Mexican restaurants may specialize putting seafood on the menu is a smart move. in mariscos (which translates to shellfish, but Enticing seafood dishes appeal to meat-eaters JULY/AUGUST 2022

| el restaurante

15

City Taco’s Camarón Enchilado Taco

| COVER STORY |

“2022 will be the year of mariscos … as foodies seek out authentic Mexican preparations such as aguachile, ceviche and more that let the flavors of fresh seafood shine.”

– WHAT’S NEXT IN MEXICAN CUISINE TREND FORECAST, Cacique Foods

more generally refers to seafood). Classic presentations include grilled and sautéed fin fish and shrimp; cold shrimp or mixed seafood cocktail in a zingy tomato-based sauce; tacos with battered, fried fish and shredded cabbage; and shrimp enchiladas. Some Mexican restaurants take a more upscale approach, which often reveals itself in ceviches and higher-end seafood such as octopus, lobster, spot prawns, halibut, salmon,

swordfish, and more.

Flor de Maiz, a beachfront restaurant in Santa Barbara, California, offers colorful, upscale seafood such as Mejillones Vapor (steamed mussels) in white wine and garlic mojo sauce. The restaurant’s quasi-raw offerings include Ceviche de Pulpo Flor de Maiz’s Pulpo al Pesto with sliced octopus, grilled pineapple, and fresh coconut; Atún Toreado, ahi tuna with salsa ponzu toreada; and Tiradito de Salmon al Achiote, thinly sliced raw salmon with citrus achiote sauce. Shrimp and lobster empanadas are on the appetizer side and tacos include fried soft shell crab, lobster claw meat, octopus and shrimp. On the entrée menu, find Mole Verde con Halibut and Pulpo al Pesto, grilled octopus marinated in santa leaf pesto with creamy huitlacoche rice.

UPSCALE MENU IN FOOD COURT SETTING Holbox in Los Angeles defies expectations with ambitious upscale fare despite being a fast-casual, order-at-the-counter establishment in Mercado la Paloma, a food hall/market located in a converted garment factory in South Los Angeles. This spin-off from Chichen Itza, a Yucatecan restaurant in the same

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el restaurante | JULY/AUGUST 2022

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Holbox’s Camarones al Mojo de Ajo with @transparentseafarm shrimp

building, is 100 percent dedicated to seafood. Chef/owner Gilberto Cetina intended to open a casual ceviche bar with a few options, but it’s turned into a fish-fanatics destination where the half-dozen ceviches include wild-caught Mexican shrimp, octopus, bay scallops, and uni (sea urchin) along with

Sustainable Seafood: AN IMPORTANT COMPONENT OF MENU PLANNING

“It’s better for the planet. It’s

whole catch, and limiting by-

Some resources to explore

better for the body and the

catch (unwanted fish caught

include The Marine Stew-

menu. We have a data point

along with the target fish) all

ardship Council (MSC),

that shows 78 percent of

play critical roles. Fish farming

which certifies commercial

The soaring demand for

consumers agree that sustain-

and aquaculture also can help

fisheries and acquaculture

seafood and the increasing

ability is a motivator when

preserve wild fish popula-

to confirm environmen-

global population translate

choosing seafood over other

tions; but all fish farming is

tally and socially respon-

to serious pressures on wild

proteins.”

not created equal. Farming

sible practices, and the

fish. Sustainability is a critical

Atlantic salmon in coastal

Monterey Bay Aquarium

concern to operators as well

Overfishing has dramatically

Pacific water, for example, is

Seafood Watch program,

as diners. The percentage of

depleted fish populations,

problematic for a variety of

which is designed to helps

seafood shoppers who care

and warming oceans are

reasons, and many inland and

businesses and consumers

about sustainability climbed

further threatening the fauna

coastal shrimp farms cause

make choices for a healthy

from 29 percent in 2019 to

and flora of the sea. Nearly 80

significant environmental

ocean.

41 percent in 2021, accord-

percent of the world’s fisher-

problems. However, thought-

• Consider sourcing product

ing to the 2021 FMI Power

ies are in jeopardy or collapse,

ful and regulated farming of

from fisheries that have

of Seafood Report/Nielsen

and 90 percent of large pred-

fish can benefit consumers,

Responsible Fisheries

IQ. Scientifically managed

atory fish are gone. Statistics

communities and the envi-

Management (RFM) Certi-

fisheries and seafood farming

suggest that if the fishing

ronment.

fication. The RFM program

are two ways to mitigate this

industry doesn’t change, fish

pressure.

“Sustainability is really trending right now and that’s

The science is clear.

provides documented

populations will be function-

WHAT RESTAURANTS CAN DO

third-party assurance of

ally extinct by 2048.

There are several ways restau-

responsible seafood sourc-

What can we do? One

rateurs and chefs tasked with

ing policies.

for good reason,” says Leah

answer lies in sustainably

selecting seafood for their

Krafft, domestic market-

managed fisheries, which all

menus can begin the journey

reinforce distribution net-

ing manager for the Alaska

fisheries in Alaska are, accord-

toward making their choices

works in your area.

Seafood Marketing Institute.

ing to Krafft.

sustainable ones.

A central part of sustain-

18

el restaurante | JULY/AUGUST 2022

• Get educated about op-

• Buy local to support and

• Develop a relationship with a trusted fish supplier,

able management is careful

tions and rely on respected

express interest in sus-

monitoring of fish popula-

resources to evaluate

tainable seafood and ask

tions and of the fishing indus-

whether a specific seafood

them to notify you when

try. Limiting the season and

fishery complies with

new sustainable products

catch volumes, utilizing the

sustainability practices.

become available.

| COVER STORY |

spot prawns, smoked kanpachi, oysters, clams, local spiny lobster, whole grilled branzino, and more.

Holbox even offers a $95 sixcourse tasting menu at the small counter so the chef can pull out all the stops with small plates such as geoduck sashimi and a smoked Dungeness crab taco with crab butter salsa.

“When we first opened, our focus was not to do a sustainable seafood restaurant,” says Cetina.

However, he soon discovered “the sustainable stuff is the tastiest.”

Holbox uses both wild-caught and farmed seafood.

“Price is always a consideration considering our setting. We can’t go too crazy with our price point.

So, we look to strike a balance with not-so-expensive local seafood — oftentimes overlooked and underutilized local seafood, things like live sea urchins and live spot prawns.” He points out that lots of quality product is shipped overseas, so it’s critical to “support the local economy, the local fisheries, the local co-ops, and give them an option other than selling it to the highest overseas bidder. Keeping the product here keeps our costs a little bit lower. And it also creates a fantastic network and relationships with these local fishermen or local farmers, strengthening our ability to obtain increasingly interesting local products.” Farmed shrimp are delivered from TransparentSea, an urban aquaculture enterprise tucked behind Pizza Hut and Goodwill just 15 miles away.

In terms of trends, Cetina says octopus, sourced from the Gulf of

Flor de Maiz’s Salmon Tiradito

“Tiradito is one of the newest trends in Latin-inspired cuisine. In the Valle de Guadalupe [a wine region in northern Baja California], pretty much every restaurant has tiradito on the menu.”

– GERRY TORRES, City Tacos

JULY/AUGUST 2022

| el restaurante

19

| COVER STORY |

CLASSIC LATIN AMERICAN SEAFOOD DISHES Mexico may dominate the Latin American food scene in the U.S., but other cuisines from South and Central America have rich seafood traditions as well.

BACALAITOS, Puerto Rico: Flat, crispy codfish fritters.

BOBÓ DE CAMARÃO, Brazil: This stew includes puréed cassava along with shrimp and coconut milk. Rice is served on the side.

CEVICHE, Peru: Ceviche is raw seafood marinated in citrus, which cooks it chemically, typically with chiles and onions as well. In Peruvian tradition it’s generally served garnished with corn and potatoes or sweet potatoes.

CURANTO, Chile: In a tradition similar to a New England clam bake, meat, shellfish, potato dumplings and vegetables are cooked in a pit lined with hot stones, then served with pebre (a Chilean salsa) and milcaos (potato pancakes).

ENCEBOLLADO, Ecuador: The nation’s national dish is fish soup characterized by a large quantity of onions. The soup starts with sofrito including tomatoes, onions, chili, coriander, and cumin, then cassava root, tomatoes, onions and pickled onions are added.

MAITO DE PESCADO, Equador: This traditional Ecuadorian dish consists of river fish wrapped in banana leaves and cooked over fire. It’s served with cassava, plantains, or potatoes on the side.

MOQUECA, Brazil: This rich seafood stew incorporates palm oil and coconut milk with fish and/or shrimp. It’s traditionally stewed in clay pots and served over rice.

PAELLA, Cuba: Cuba’s Spanish/Moorish heritage is reflected in this ricebased dish featuring sausage, assorted shellfish, and saffron.

PAILA MARINA, Chile: This flavorful traditional stew starts with a shellfish stock, joined by a variety of seafood, shellfish, herbs, spices, and vegetables such as tomatoes, bell peppers, carrots, and onions.

PARIHUELA, Peru: This spicy, hearty seafood stew reflects the coastal fishing communities where it originated, so it can incorporate virtually any seafood, along with signature chiles such as ají panca, ají amarillo and ají rocoto.

Ginger, cumin, cilantro, and lime juice deliver a fragrant finish.

TIRADITO, Peru: Probably influenced by Japanese immigrants, tiradito is thinly sliced raw fish usually drizzled with a light citrus-based dressing right before serving.

TRUCHA A LA PARRILLA, Argentina: Trout grilled over coals, often lightly seasoned with lemon juice, cumin, and garlic.

20

el restaurante | JULY/AUGUST 2022

Mexico, is very popular, and “Southern California loves sea urchin. We have some of the best urchin in the world from Santa Barbara.” He also embraces the “tail to scale” philosophy, using the whole fish by making fish sausages and smoking the heads of Kampachi.

The picked-off meat is transformed into a guisado and spread on a tostada, topped by ceviche-style shrimp or scallops. While much of the menu reflects traditional techniques and combinations, he also busts some bold moves such as topping that tostada with an arbol-peanut-soy sauce — “100 percent untraditional.”

FAST-CASUAL TACOS WITH DELUXE SEAFOOD FILLINGS At City Tacos in San Diego, a fastcasual chain with seven locations, creative touches entice diners. Tacos include the Scallop Dreams, with pepper cream flambéed scallops topped with Mexican squash, bacon and cotija cheese; the Crunch Time Shrimp Taco, with bacon and cheese; and the very popular Camarón Enchilado, featuring grilled shrimp with chile de arbol.

The Pescado Taco takes an unexpected fruity turn: golden-fried mahi-mahi is topped with cabbage, tomatoes, pickled red onions, habanero and strawberries.

Founder Gerry Torres launched City Tacos in 2014 and has 30 years of history in the restaurant business.

With supply chains stretched thin, Torres says the seafood that makes it onto the menu depends “on what’s available lately.

“For example, our bluefin tuna is a take on smoked marlin, which was pretty much fished out of the ocean.

Our bluefin is sustainable — it’s actually humanely farm-raised in the ocean off Ensenada and it’s eco-friendly,” he explains.

Torres relies on farm-raised shrimp for most of his menu, but the Crunch Time Shrimp Taco depends on the more robust flavor of wild-caught shrimp. For farmed products, he examines the companies critically for environmental impact. “With oversight, farm-raised seafood can be a great thing and can actually help bring our oceans back to health.”

His take on the trends: Customers gravitate to the freshness and supreme quality of ceviche and tiradito, thinly sliced fresh catch marinated with citrus. “Tiradito is one of the newest trends in Latin-inspired cuisine.

In the Valle de Guadalupe [a wine region in northern Baja California], pretty much every restaurant has tiradito on the menu.”

Products like sushi-grade raw fish and scallop tacos can fetch a higher price and “bring up the quality of your establishment.”

With seafood’s popularity booming and costs increasing, Torres has had to take an obvious but obviously unwanted step.

“We’ve had to raise prices to match what we’re purchasing so we’re able to turn a profit,” he says. “But, while it’s definitely rising in price like everything else, I think seafood held up a bit better than meat did during the pandemic. Meats really skyrocketed in price, somewhere around 50 to 60 percent, while seafood didn’t climb that much — maybe a 20 percent increase in seafood prices.”

Latin and Mexican restaurants at every level of service, from food trucks to fine dining, can benefit by incorporating seafood into their menus. With its competitive price point, popularity, and high perceived value to health-oriented, environmentally conscious diners, some strategically conceived and executed fish and shellfish dishes will please customers, diversify your offerings, and potentially benefit your bottom line.

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Annelise Kelly, a freelance writer based in Portland, Oregon, is a frequent contributor to el Restaurante.

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2

employee relations

Jim Urdiales

BEYOND THE

numbers LOYAL EMPLOYEES = THE BEDROCKS OF SUCCESS

| BY KATHLEEN FURORE | Not everyone is

abandoning ship. While The Great Resignation has seen employees leaving their jobs in record numbers, creating a much-touted labor shortage, many restaurants are touting the loyal employees who have remained steadfast during these challenging times. el Restaurante reached out to several readers, who shared their thoughts on The Great Resignation and discussed what they’ve done to retain their most loyal employees.

Jim Urdiales, chef/owner, Mestizo Louisiana Mexican Cuisine, Baton Rouge, Louisiana Before Covid we had 27 employees. We were able to pivot quickly to the to-go model, which allowed me to bring some employees back. It became obvious early in 2021 that no one was applying to work, especially in the kitchen. We did add 401k and health insurance benefits to any employee who maintains 30 hours a week for half-pay for insurance and the ability for a 3 percent match on 401k. We also brought all employees’ pay up, even servers. We built a system for servers to go directly to $4 an hour after training and then graduate them up to a max of $7.25 an hour, which allows us to maximize out tip credit allowance at the end of the year. We are back up to 28 employees, but I have had to increase prices twice in the last year due to labor and now food costs. I am fortunate that my customers are willing to pay higher prices, but I also think each restaurant also has to validate those extra costs in the customer’s

mind. For example, we were already going through a remodel, so I elevated the look in the restaurant to validate my new price point.

Jose “Pepe” Stepensky, owner of several restaurants including MargarJose “Pepe” Stepensky ita’s Kitchen & Cantina, San Diego and his wife Deborah During the Great Resignation we lost some of the new employees who either had been with us for a very short period of time or lived in Tijuana and worked in San Diego and were restrained at some point to keep crossing or didn’t want to take the risk of traveling and getting infected.

We are very fortunate to have very loyal employees who have been with us for many years — we have some employees who have been with us for as long as 25 years! Even when we had to close two of our restaurants by government mandate for We are very fortunate more than three months, they stayed and are to have very loyal still with us. What we did was to pay them employees who have in advance sick time, and vacation time. And been with us for many in some cases, depending on their economic situation, we gave them loans and bonuses years — we have some that we never asked to be paid back. employees who have We were in contact with them all the time been with us for as long to find out how they were doing, and we gave as 25 years! them updates as to when we were opening – JOSE “PEPE”STEPENSKY again. In our two locations that never closed, we kept paying everyone. Employees took turns working and they were wonderful. We JULY/AUGUST 2022

| el restaurante

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employee relations

WHY THEY STAYED Three long-time employees of El Toro Mexican Restaurants share what has kept them loyal to the restaurant for so many years.

Martha: “I just love this company’s leadership and ownership so much!”

Nelda: “This company has always been there for me, and I was able to raise a family and enjoy life as they grew and so did I.” John: “In all my career, I have never worked for a family or restaurant group that is not only a Christian organization, but also lives it out every day in what they do for their employees.”

John Mayes honors server Aaron McKown as MVP

24

didn’t lose any of them. We only had a couple of cases [where people] took advantage of the law and took paid time off.

We were fortunate to get the PPP loans, which gave us the chance to pay our rents and payroll.

I consider all my staff my family by choice.

We have been there for each other all of the time. I was suffering for them, thinking ‘What is going to be the end of this situation?’ and I know they were worried about my wife and me, as well.

John Mayes, vice president of operations and pastor, El Toro Mexican Restaurants, Baytown, Texas It has been kind of odd. I have not seen a generation like this one. Not only do they seem to have a different work ethic than the generation before, but they also had to go into a pandemic in which they were locked down…and the lock down forced them not to work. Then everything opened back up, businesses were hiring, and it seemed like they had an even bigger desire not to work. So, what do you do?

We looked for incentives to keep them motivated. We started paying servers an hourly rate based on their tenure ($3 for one year, $4 for three years, $5 for five years, up to $10 for ten years). If they left and came back, they had to start again.

We did flexible scheduling. We also handled situations a lot less aggressively than we would have in the past. We started having fun contests. For example, we purchase scratch offs and give them out as employees reach certain goals throughout their shift — could be something sold, an act of kindness, a guest compliment, or just caught in the act of doing something right. We also have queso contests that last a month. Each location is given a goal. If the restaurant reaches it, the top salespersons receive a reward: first place, $1 for every queso sold; second

el restaurante | JULY/AUGUST 2022

place, 50 cents; third, 25 cents. The top 10 salespersons also are invited out to a dinner at a nice restaurant.

We also constantly reminded them that our second core value is family. All in all, we only lost about 25 percent of our staff because we took measures to manage them differently. We even looked at more comfortable uniforms — because, let’s face it, many of them found third-party delivery jobs where they made good money, could dress how they wanted, and set their own schedules.

I also ministered to their needs inside of work and outside of work as the pastor for EL Toro. I made family hospital visits, delivered food if they were in lock-down, even assisted financially if needed.

We have many employees that have been with us for quite some time for the reasons I’ve mentioned. This company has always been there for employees’ families, either through incentives, rewards, spiritually, prayerfully, or motivationally. Sometimes it just takes sitting down with them and hearing them out and giving them some advice that they are not getting at home or anywhere else. I have Martha in Palestine. She has been waiting tables with us for 35 years.

Nelda in La Porte. Waiting tables with us for 37 years. Chon in our commissary. Cooking for us 50 years. I have worked for them for 23 years. A lot of kitchen employees been with us for more than 15 years.

Rachel Gomez, VP, Rio Mirage Café, Glendale, Arizona Approximately 70% of our staff left. We had to increase pay and offer benefits for those who did stay. However, the bennies do not work, it only helps to cut out the small business employer because we can never pay what the big corporations pay.

Employees are being offered $1, $2, or even $5/hour more. It’s so ironic that they don’t even stay with the one they left us for, still

Steven Corella

jumping around for the extra $1 to whoever offers it.

We certainly have outstanding A-Team members who have gone above and beyond to keep Rio Mirage Cafe thriving. We have three outstanding employees that have weathered the storm.

First is our executive chef, who has stood with us since as far back as 911. [He stayed] during the mortgage crisis, the recession, Covid, and especially, during the hard pay cuts.

Second, is Steven Corella, who has been ‘Manager of the Year’ for your magazine, el Restaurante. As a manager, he has the most positive spirit and worked

Stephanie

throughout the whole Covid crisis. However, Mendoza this shortage of labor is taking its toll on Steven, he does all the jobs that are not filled.

Third is another ‘Manager of the Year’ award recipient, Stephanie Mendoza. There is not enough I can say about Stephanie helping us through this crisis. She is the one they call when Jimmy, John, Jose, Juanita or whoever does not show up for work. She is the one who endures it all so that I can play a round of golf and get a good night’s sleep. How awesome is that!

We are so grateful for these and all the employees that have weathered the storm with us. If it were not for a few dedicated, exceptional Rio Family members like these, we would not be here today.

Kathleen Furore is the editor of el Restaurante.

Direct: (571) 373-2520 • Main: (833) 858-4237 www.qualityfoodequipmentstore.com

JULY/AUGUST 2022

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25

snapshot

Taco Bamba

NEIGHBORHOOD FOCUS DOESN’T DETER GROWTH | BY ED AVIS | When a

Chef Victor Albisu The Greek gyros-inspired Pork Chopolopolous: gyros-spiced pork, black olive salsa macha, garlic mint cucumber yogurt

James Beard Award-level chef launches a fast-casual concept, customers probably expect a simplified version of the chef’s typical cuisine.

That’s hardly the case with Taco Bamba, an expanding chain of taquerias helmed by Chef Victor Albisu.

“Most restaurants offer you three of any taco, meaning you have to get three of the same thing. I never understood that – what if I want this or that taco?” says Albisu, who launched the chain in 2013. “So, not only did we decide to go individual on all levels, but we doubled down on how elaborate and unique the tacos are.

We treat them as if they were important little dishes in an important little restaurant.”

The menu at each Taco Bamba location is tailored for the community. Some standard tacos such as carne asada and chicken tinga are

made at each location, but other menu items reflect the environment or the culinary teams’ passions.

The location in Landmark, Virginia, for example, offers the Hi-Ribster taco (bbq pork shoulder, morita slaw, pickled onion, jalapeño, cilantro), which pays homage to a beloved local restaurant.

The Fairfax, Virginia location has the Robinson Ramen taco (noodles, shoyu carnitas, salsa Machado, canned corn, scallions, togarashi tartar), which takes its name from a nearby high school and the ramen noodle idea from Albisu’s alma mater, George Mason University, which is across the street.

“Most of the menu is dedicated to honoring the neighborhood,” says Albisu, a semi-finalist for James Beard Foundation’s Best Chef – Mid Atlantic award in 2016. “We like to have the people in the neighbor-

“Most of the menu is dedicated to honoring the neighborhood. We like to have the people in the neighborhood understand that we write the menu for them, but it also has to be something challenging and new and creative.”

– CHEF VICTOR ALBISU

snapshot

“It’s a real challenge to scale a brand and a concept. Unlike most fast casuals, we have larger menus and have to carry a lot of ingredients, and that can be challenging to the staff, especially in a time when the labor market has been difficult.”

– CHEF VICTOR ALBISU

hood understand that we write the menu for them, but it also has to be something challenging and new and creative.”

That attention to great tacos has paid off. The company grew slowly in its

early years and ended 2021 with six locations. But in 2022, powered by a new partnership with Investors Management Corporation, one location has joined the Taco Bamba family, with three more on the drawing

board – all located in the D.C./Maryland/Virginia (DMV) area. But soon, Taco Bambas may start appearing elsewhere.

“We’re focused on the DMV area right now, but we’re hoping to grow

neHUB COLLECTION

JERKY SLICER VEGETABLE CUTTER

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el restaurante | JULY/AUGUST 2022

MEAT CUTTER MEAT GRINDER

ONE MOTOR MULTIPLE ATTACHMENTS

MEAT TENDERIZER

SAVE LABOR COSTS INCREASE PROFITS

nationally,” Albisu says.

“That’s definitely in the future.”

TACKLING CHALLENGES OF EXPANSION Growing a complex concept such as Taco Bamba is not simple. Fast casual restaurants with multiple locations often have lean menus that are easily reproduced, something that would not match Taco Bamba’s vibe.

“It’s a real challenge to scale a brand and a concept.

Unlike most fast casuals, we have larger menus and have

to carry a lot of ingredients, and that can be challenging to the staff, especially in a time when the labor market has been difficult,” Albisu says. “For example, the Taco Bamba [skirt steak, chorizo, grilled guacamole, cotija, pickled onion, pickled fresno, cilantro, chicharron] takes nine steps to make, so from the labor perspective, the only type of employee who works here is one who really enjoys making this type of product.”

Albisu says Investors Management Corporation

has been like a “strong and calm and wise wind” at his back. The investment firm is the parent of Golden Corral restaurants and Arcadia Beverage, a contract beverage manufacturer.

Albisu made his name as a fine dining chef. His first restaurant, Del Campo, was an upscale South American grill that Esquire magazine named a Best New Restaurant in 2013. And in 2020, the Restaurant Association of Metropolitan Washington named another of his projects, Poco Madre,

Upscale Casual Restaurant of the Year.

Does he dream of returning to the white tablecloth world?

“I’m someone who is very much in the moment, and I think the roots of success of any business are what you dedicate yourself to,” he says. “So, if [a return to fine dining] is something that one day makes sense, it would not be off the table, but right now I’m fully dedicated to this brand.”

Ed Avis is the publisher of el Restaurante.

JULY/AUGUST 2022

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business basics

Social Media Marketing:

5 FREE TOOLS FOR MEXICAN RESTAURANTS | BY JOE DYSART | Facebook. Instagram.

Twitter. TikTok… The list of social media platforms the public is turning to for information about their favorite restaurants just keeps growing – and that means the challenge that restaurants face in trying to manage their social media marketing keeps growing, too.

But no matter the challenge, it’s one that restaurants must meet to stay in touch with customers – current and prospective alike.

Says Daniel Ku, CEO of social media marketing firm PostBeyond: “If you want to connect and engage with your future customers, you have to be where they are. And that’s largely on social media.”

How can you tackle the tasks required to have a significant presence on multiple platforms? How do you organize and time posts about things like new menu items, special promotions, and seasonal celebrations to engage customers who are on social media (which is pretty much all of them)? And how do you do that without adding a significant expense to your marketing budget?

One answer: Try one of the free social

media marketing tools myriad companies now offer.

Of course, the companies offering these digital marketing solutions are offering free plans to entice you to switch to their paid offerings. But if your current plan is simply to engage in a moderately aggressive social media marketing campaign, or to get a feel for how best to manage your social media marketing before it becomes an expense, these tools are the perfect solution.

MARKETING TOOLS TO CONSIDER There are several benefits to trying out a free plan. One of the biggest is that they typically enable you to schedule multiple posts to various social media networks during a single log-on session. That’s an incredible time-saver when you consider the alternative: logging onto Twitter, Facebook, Instagram or another social media network every time you want to post something about your business.

Free plans also can be fairly generous when it comes to scheduling posts. Agorapulse, for example, lets you schedule up to 40 posts per month, absolutely free. And Buffer, Crowdfire and Later each allow you to schedule up to 30 free

posts per month. If you decide to try out all four of those social media marketing tools at once, you’ll be able to schedule a total of 130 posts per month, or four or five marketing posts per day, absolutely free.

For many Mexican restaurants, the ability to log on once a month to four free tools so they can schedule four posts per day for the next 30 days may be all the social media management they ever need.

Many of these tools also offer analytics that can reveal who’s clicking on each post, which posts are driving more traffic to your website or other digital property, and which social media network is delivering the most traffic for you.

Plus, some of the tools, such as Crowdfire, will help you find articles and other web-based content, which you can summarize and turn into posts to help keep your brand top-of-mind with your customers.

Here’s a sampling of some of the best free social media marketing tools on the market today: Agorapulse. Agorapulse offers 40 free scheduled posts-per-month, as well as content calendar to ensure that managing your social media marketing is a snap. You can auto-post to Facebook, Twitter, Instagram, LinkedIn, and YouTube on Agorapulse – all from one dashboard. And you’ll be able to use Agorapulse’s onboard analytics to assess if your social media posts are driving more traffic to your restaurant’s website and assess social media sentiment about your company name and overall online reputation. Power users will also appreciate Agorapulse’s ability to create custom reports, which will track just the things you’re looking to monitor. agorapulse.com (continued on p. 32)

business basics

Buffer. Buffer enables you to schedule

up to 10 posts per social media channel each month. And you’ll be able to post to up to three social media channels, bringing your total scheduled free posts per month to 30. Facebook, Instagram, Twitter, LinkedIn, and Pinterest are all supported. And you can tweak Buffer to schedule your posts when your audience happens to be most active on a specific social media site. Buffer will even alert you when the posts you schedule go live. Its dashboard is spare by design, and easy to use. buffer.com Crowdfire. Crowdfire replicates Buffer’s free plan: You can schedule up to

10 posts per social media channel each month, and you’re able to post to up to three social media channels. Four social platforms are available for posting: Facebook, Twitter, LinkedIn, Instagram. Crowdfire will also recommend hashtags that will most likely work for you when you’re posting to social media — a major plus when you’re posting to Twitter. And the solution will display previews of your posts for your approval before scheduling them for live publishing. crowdfireapp.com Later. Later allows you to freely post up to 30 posts per month using one social identity. Supported social media net-

According to “7 key consumer expectations impacting social media success today,” a recent survey from social media analytics firm Emplifi, age plays a role in which platform users are turning to for content.

“For any social media strategy to excel, it’s crucial to first understand where and how your different audiences are spending their time,” the survey

explains. “With the amount of social media platforms out there, it’s essential to focus your time, effort, and resources on the ones your audiences are truly using.”

Overall, YouTube and Facebook see the highest daily usage levels of all the social platforms. Digging a little deeper, we begin to see how preferences vary between age groups:

Top 3 social media networks for purchase information

Ranked from 1 to 9, with 1 being the platform from which they get the most inspiration; “1” answers shown above.

32

el restaurante | JULY/AUGUST 2022

Joe Dysart is an internet speaker and business consultant based in Manhattan.

A little later, when more people are online, that early response could help ensure your Instagram and TikTok are content is shown to even more notably more popular among people posting on Tuesdays at younger age groups, particu10 a.m. and noon also drives larly with Gen Z . Facebook is good response, a summary of notably more popular among the survey explains. The worst Gen X than with Gen Z. And YouTube and Twitter see similar day to post on Facebook, in terms of engagement, is Saturengagement across all age day, with Sunday not looking groups. much better.

The time that posts are When it comes to Twitter, scheduled can also impact their Sprout’s engagement data sugreach, according to social megests that the best time to post dia management firm Sprout is 9 a.m. on Monday, Tuesday, Social. According to insights Wednesday, Friday and Saturday. from the company’s 300,000+ “This is not to say that all customer base, the best time brands, definitively, will see to post your latest Facebook update is 3 a.m. CST, Monday to optimal performance if they post at these times,” a sumFriday. The reasoning? mary of the data explains. “But “At 3 a.m., there are likely a lot fewer people posting, which if you were looking to change up your posting process to immeans less competition in the prove performance, or maybe feed,” information from Sprout Social explains. “That could mean map out a more effective strategy, these times, based on that you get some early engagement, which then helps to current engagement trends, could be a good place to start.” improve the reach of your post.”

WHERE AND WHEN CONSUMERS ARE CONNECTING | BY KATHLEEN FURORE |

works are Instagram, Facebook, Twitter, TikTok, LinkedIn, and Pinterest. And the solution also comes with easy access to high quality stock images you can use in your posts. later.com Friends Plus Me. This social media tool offers an interesting twist on free usage: You can schedule up to five posts at any time, with no limit on the number of posts you schedule in any given month. Plus, you can schedule posts using up to two social network identities. Friends Plus Me offers posting to Facebook, LinkedIn, Twitter and Tumbler. friendsplus.me

Votar es la forma más poderosa que tiene la gente para expresar sus opiniones en los Estados Unidos. Al votar por candidatos en los que cree y en cuestiones que le interesan, puede lograr un impacto en cómo se gobierna nuestro país. Las próximas elecciones determinarán quién dirigirá Estados Unidos en los siguientes años y qué cuestiones recibirán atención.

Asegúrese de que está registrado para votar e invite también a sus amigos, familia y empleados a registrarse.

Para consultar información sobre cómo registrarse, visite gobierno.usa.gov/requisitos-inscripcion-votar Este anuncio está patrocinado por la revista el Restaurante y la Latino Food Industry Association.

Voting is the most powerful way for people to express their opinions in the United States. By voting for candidates you believe in and issues you care about, you can impact how our country runs.The upcoming elections will determine who leads America in the coming years, and which issues get attention. Make sure you are registered to vote, and encourage your friends, family, and employees to register, too.

For information about how to register, visit www.usa.gov/register-to-vote This advertisement is sponsored by el Restaurante magazine and the Latino Food Industry Association.

business basics

Marketing en redes sociales:

5 HERRAMIENTAS GRATUITAS PARA RESTAURANTES MEXICANOS | POR JOE DYSART | Facebook. Insta-

gram. Twitter. TikTok...

La lista de plataformas de redes sociales a las que recurre el público para obtener información sobre sus restaurantes favoritos sigue creciendo, y eso significa que el reto que enfrentan los restaurantes al tratar de gestionar su marketing en redes sociales sigue creciendo también.

Pero sin importar el reto, los restaurantes deben superarlo para permanecer en contacto con sus clientes, tanto actuales como potenciales.

Comenta Daniel Ku, director ejecutivo de la firma de marketing para redes sociales, PostBeyond: “Si quieres conectar e interactuar con tus futuros clientes, tienes que estar en donde ellos están. Y eso es mayormente en redes sociales”. ¿Cómo puedes abordar las tareas necesarias para tener una presencia significativa en múltiples plataformas?

¿Cómo organizas y programas publicaciones sobre cosas como nuevos productos del menú, promociones especiales y celebraciones de temporada para captar a los clientes que están en redes sociales (que son básicamente todos)? ¿Y cómo hacerlo sin añadir un gasto significativo a tu presupuesto de marketing?

Una respuesta: prueba una de las herramientas gratuitas para marketing en redes sociales que ahora ofrecen un sinfín de empresas.

Desde luego, las empresas que ofrecen estas soluciones de marketing digital ofrecen planes gratuitos para incitarte a cambiar a sus versiones de paga. Pero si tu plan actual es únicamente emprender una campaña de marketing moderadamente agresiva en redes sociales, o hacerte una idea de cómo gestionar mejor tu marketing en redes sociales antes de que se convierta en un gasto, estas herramientas son la solución perfecta.

HERRAMIENTAS DE MARKETING A CONSIDERAR Existen varios beneficios al probar el plan gratuito. Uno de los más grandes es que generalmente te permiten programar múltiples publicaciones en redes sociales durante una sola sesión.

Esto significa un increíble ahorro de tiempo si tenemos en cuenta la alternativa: entrar en Twitter, Facebook, Instagram u otra red social cada vez que quieras publicar algo sobre tu negocio.

Los planes gratuitos también pueden ser muy generosos cuando se trata de programar publicaciones. Agorapulse, por ejemplo, te permite programar hasta 40 publicaciones al mes, totalmente gratis. Y con Buffer, Crowdfire y Later, cada uno te permite programar hasta 30 publicaciones gratuitas al mes. Si decides probar estas cuatro herramientas de marketing en redes sociales a la vez, podrás programar un total de 130

During Covid the Latino Restaurant Association (LRA), helped feed over 12,000 medical staff, traveled to Washington D.C. to advocate for the Restaurant Cares Act, helped pay for restaurant worker funerals, gave out grants for outdoor dining equipment and much much more!

Help Us Keep Helping You! Join the LRA Become a member at:

Today!

latinorestaurantassociation.org

business basics

publicaciones al mes, o cuatro o cinco publicaciones de marketing al día, totalmente gratis.

Para muchos restaurantes mexicanos, la posibilidad de iniciar sesión una vez al mes en cuatro herramientas gratuitas para programar cuatro publicaciones diarias durante los próximos 30 días puede ser toda la gestión de redes sociales que necesitan.

Muchas de estas herramientas también ofrecen análisis que pueden ayudarte a saber quién hace clic en cada publicación, si esas publicaciones están llevando más tráfico a tu sitio web u otro medio digital, y qué red social te está generando más tráfico.

Además, algunas de las herramientas, como Crowdfire, te ayudarán a

encontrar artículos y otros contenidos web, que puedes resumir y convertir en publicaciones para ayudar a mantener tu marca en la mente de tus clientes.

Esta es una muestra de algunas de las mejores herramientas gratuitas de marketing para redes sociales disponibles en el mercado en la actualidad:

DÓNDE Y CUANDO SE CONECTAN LOS CONSUMIDORES De acuerdo con las “7 expectativas clave de los consumidores que influyen en el éxito de las redes sociales hoy en día”, una encuesta reciente de la empresa de análisis de redes sociales Emplifi, la edad influye en la plataforma a la que recurren los usuarios para obtener contenidos.

“Para que cualquier estrategia en redes sociales triunfe, es esencial entender primero dónde y cómo pasan su tiempo las diversas audiencias”, explica la encuesta. “Con la cantidad de plataformas de redes sociales que existen, es crucial concen-

trar tu tiempo, esfuerzo y recursos en aquellas que tu público realmente utiliza”.

En general, YouTubey Facebook registran los mayores niveles de uso diario de todas las plataformas sociales. Profundizando un poco más, empezamos a ver cómo las preferencias varían entre los grupos de edades: Instagram y TikTok son notablemente más populares entre los grupos de menor edad, especialmente con la generación Z (con 65 % y 51 %, respectivamente). Facebook es significativamente más popular

Las 3 principales redes sociales para información de compras

entre la generación X (76 %) que entre la generación Z (43 %). Y YouTube y Twitter tienen una captación similar entre todos los grupos de edades.

De acuerdo con la empresa de gestión de redes sociales, Sprout Social, la hora a la que se programan las publicaciones también puede influir en su alcance. Según los datos de los más de 300,000 clientes de la

36

el restaurante | JULY/AUGUST 2022

número aún mayor de personas. Los martes a las 10 de la mañana y al medio día también generan una buena respuesta, explica un resumen de la encuesta. El peor día para publicar en Facebook, en términos de participación, es el sábado, y el domingo no parece ser mejor.

En cuanto a Twitter, los datos

empresa, la mejor hora para

de participación de Sprout

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Hemos experimentado un aumento en la demanda de nuestros productos y en el conocimiento de la marca entre restaurantes mexicanos/latino s desde que comenzamos con la publicidad, y creemos que es el resultado directo de nuestro trabajo con el editor Ed Avis y su equipo. Siempre sentimos que el personal de el Restaurante se preocupa por nuestro crecimiento en el mercado y trabaja para beneficiar nuestro negocio.”

Gordon, Sales Manager, American Eagle Food Machinery, Inc.

Joe Dysart es un conferencista de internet y consultor de negocios con sede en Manhattan.

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at the bar

Spike it!

SPIRITED REINVENTIONS OF AGUAS FRESCAS AND HORCHATA

La Calenda’s Hibiscus Margarita PHOTO BY DAVID ESCALANTE

| BY ELYSE GLICKMAN | Agua fresca and horchata-based

cocktails…more than a current trend…are reliable go-to cocktails you can pull from your arsenal when it’s time to update your bar menu. Finding inspiration for your next best-selling summer drink can be as easy as keeping tabs on whatever fruit or botanical is in season and experimenting to see which ones mix best.

“Agua fresca and horchata cocktails always resonate with my customers, even though [these drinks] have been around forever,” explains Luis “Lou” Aliaga, consultant, bar director and bartender at El Tamarindo, a 40-year-old Salvadoran restaurant in Washington D.C. “There are people who forget that there is so much we can do creatively with [ingredients] rooted in tradition and history.”

JUST ADD AGUA When creating the Guava Fresca — a light libation made with guava nectar, water, mint leaves, fresh lime juice, agave nectar and silver tequila — for the Wynwood Marketplace in Miami, beverage director Ashley Ermus’ says her goal was to make guests feel like they’re vacationing in a Mexican paradise.

For Eric Jefferson, general manager at La Calenda in Yountville, California, the goal was to transform traditional aqua fresca into an ingredient that would allow him to create cocktails today’s increasingly sophisticated customers would order. That, he says, required rethinking agua fresca. What he discovered

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1½ oz Tito’s Handmade Vodka ½ oz orange liqueur 2 oz lime juice ¼ oz agave

Add all ingredients to a shaker with ice.

Shake and strain into a glass with or without fresh ice.

Garnish with a lime slice.

Pro-Tip: If you like it salty, use a glass with a salt rim.

at the bar

“With house-made agua frescas, we are able to control the sugar levels. Therefore, when we compose agua fresca cocktails, we do so without the need for additional sweeteners. Instead, we incorporate citrus juices, bitters or amari to balance and brighten flavors. This allows the spirit to shine through without compromising the (natural flavor of) the agua fresca.”

–ERIC JEFFERSON , La Calenda, Yountville, California Jeune et Jolie’s Chai-Chata

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el restaurante | JULY/AUGUST 2022

Wynwood Marketplace’s Guava Fresca

is that when it comes to agua fresca cocktails, less is more — which is one reason the La Calenda staff makes its own agua fresca.

“With house-made agua frescas, we are able to control the sugar levels. Therefore, when we compose agua fresca cocktails, we do so without the need for additional sweeteners,” Jefferson says. “Instead, we incorporate citrus juices, bitters or amari to balance and brighten flavors. This allows the spirit to shine through without compromising the (natural flavor of) the agua fresca.”

For La Calenda’s best-selling Hibiscus Margarita made with hibiscus tea agua fresca, Jefferson pairs reposado tequila because it balances the sweetness of the agave and the bitterness of the hibiscus.

“Reposado adds a layer of complexity without overpowering the hibiscus,” Jefferson explains. “This recipe is relatively versatile, however, and you could substitute whiskey or vodka as the base spirit based on the result you’re going for. The key is to maintain the balance so that the hibiscus flavor still comes through. An infused or flavored spirit would not lend itself to this recipe as it would mask the hibiscus.”

Shaking the ingredients and pouring the cocktail into a clear rocks glass, in turn, allows the drink’s beautiful natural shade and gradient of color to stand out as the hibiscus tea settles, Jefferson adds.

Eric Garcia, bartender at Toro Latin Kitchen & Rum Bar in the Fairmont Scottsdale Princess, finds mezcal an excellent choice for the Toro Agua Fresca Cocktail that features

at the bar

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Chica Peruana agua fresca made with dried blue corn, pineapple, brown sugar, cinnamon, and cloves. The nuances of the mezcal, he explains, harmonize with the sweetness of the pineapple and smokiness of the cinnamon and clove.

“The spirit added could be something as simple as a vodka,” says Garcia, who notes that guests often ask him to add agua fresca to their favorite cocktail. “Vodka soda with a splash of the agua fresca makes the drink more refreshing and less smoky. Gin can also work because it adds a juniper-forward charm to the tartness of the pineapple.

While my personal bartending experience tells me that scotch may be a challenge to pair with agua fresca, I won’t say it’s impossible. If you come up with a unique way to balance the flavors while ensuring the spirit doesn’t overwhelm the cocktail, then I’m sure it could work.”

Garcia says many of the principles guiding craft cocktail trends and movements apply to making agua frescabased cocktails both in terms of how they are made and what customers want out of them.

“Guests are looking to taste ingredients in their natural state, allowing individual elements of flavor to shine on their own, without the addition of anything artificial,” he continues.

“I really try to stay true to the flavors by sticking to fresh fruit and simple, traditional spices. Everything we create is made in-house using our own simple syrups, shrubs, and spices. The agua fresca is made daily because it doesn’t have preservatives. Everything is made to order to ensure that no ingredient’s novelty is jeopardized. It would be easier to use something pre-batched or pre-made, but I believe in quality over quantity.”

Family Recipes Set Cocktails Apart Creating a cocktail around a horchata recipe tracing back to a family member is not only a way of celebrating the local traditions of a given country or region showcased at your bar — it also ensures your cocktail menu will be different from your competitors’ and can be a starting point for a conversation with your customers, according to Luis “Lou” Aliaga, consultant, bar director and bartender at El Tamarindo, a 40-year-old Salvadoran restaurant in Washington D.C. Being able to say, “This is my grandmother’s recipe” or “This recipe was created by the chef’s mother” could tempt customers

to try a drink they might otherwise ignore.

“Starting with a solid, timetested recipe is not just a starting point for a cocktail your customers will love,” Aliaga says. “It can be a great source of pride for your restaurant or bar. At El Tamarindo, designed to be nostalgic and celebrate the [Salvadorian] culture, horchata and agua fresca cocktails serve as an extension of that idea.

While they resonate with those who grew up in these places or around grandparents who kept the traditions going, they will also appeal to customers who embrace trying new flavors.”

“Agua fresca and horchata cocktails always resonate with my customers, even though [these drinks] have been around forever…there is so much we can do creatively with [ingredients] rooted in tradition and history.”

–LUIS “LOU” ALIAGA , El Tamarindo

you are playing off flavors, and that one flavor doesn’t overpower the others. While I love gin, I do not think the botanicals would pair well with the baking spices that are in this recipe.”

Aliaga, meanwhile, emphasizes tradition to determine which highquality spirit will match a horchata recipe’s geographic and cultural origins. He points to the compatibility of a Mexican horchata base with a CdD_WSS_Pascal_AD_4.5x4.75.pdf quality reposado tequila, or a Central

El Tamarindo’s Nube Blanca

Joel Fried, chef/owner of Austinbased El Dorado Cafe, takes this further: He insists you can’t simply throw a shot into agua fresca and call it a cocktail. “It tastes like you are in high school and have raided your dad’s liquor cabinet,” Fried cautions. “We like to add layers because our aguas are pretty straight-forward.”

American rum with a horchata recipe from the same country or region.

“When selecting what spirit to use in your recipe, you want to be sure it does not take anything away from the base’s original flavor,” he says. “Figuring this out can be a trial-and-error process similar to what a chef does when developing his or her updated or signature version of a region’s traditional dish.”

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7/13/22 2:41 PM Los Angeles-based freelance writer Elyse Glickman is the At the Bar columnist for el Restaurante.

CREAMY RISES TO THE TOP C

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©2022 VIÑA CONCHA Y TORO USA, HOPLAND, MENDOCINO COUNTY, CA

Spiked horchata is another trend worth trying. Horchata’s creaminess makes it a natural base for many cocktails.

Although dessert-y after-dinner drinks are back in fashion, Abbie Kermode, bartender at Michelin Star-rated Jeune et Jolie in Carlsbad, California, takes care to ensure her customers get that decadence without “overly syrupy sweet artificial flavors.”

“For my Chai-Chata, I decided to use Demerara Rum, which is rich, complex, and has a little bit of oak,” says Kermode of the cocktail that also includes rice milk, chai syrup, fresh Thai basil, and mint. “It is a good baseline for my other ingredients. Bourbon or rye would also pair well with this style of cocktail.

When choosing your spirit, make sure

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at en the el bar bar

¡Ponle piquete!

REINVENCIONES DE AGUAS FRESCAS Y DE HORCHATA CON ALCOHOL Hibiscus Margarita de La Calenda PHOTO POR DAVID ESCALANTE

| POR ELYSE GLICKMAN | Los cocteles

a base de agua fresca y horchata... más que una tendencia del momento... son cocteles recomendables que puedes sacar de tu arsenal cuando sea el momento de actualizar el menú de tu bar. Encontrar la inspiración para la próxima bebida

más vendida del verano puede ser tan fácil como estar pendiente de cualquier fruta o producto botánico de temporada y experimentar para ver cuáles combinan mejor.

“Los cocteles de agua fresca y horchata siempre atraen a mis clientes, a pesar de que [estas bebidas] han existido desde siempre”, explica Luis “Lou” Aliaga, consultor, director de bar y barman de El Tamarindo, un restaurante salvadoreño con 40 años de antigüedad en Washington D.C. “Hay gente que se le olvida que hay muchas cosas que podemos hacer de forma creativa con [ingredientes] que tienen sus raíces en la tradición y la historia”.

SOLO AGREGA AGUA Al crear la Guava Fresca (una bebida ligera hecha con néctar de guayaba, agua, hojas de menta, jugo de limón fresco, néctar de agave y tequila plateado) para el Wynwood Marketplace de Miami, la directora de bebidas Ashley Ermus dice que su meta era hacer que los clientes se sintieran como si estuvieran de vacaciones en un paraíso mexicano.

Para Eric Jefferson, encargado general de La Calenda en Yountville, California, la meta era transformar el agua fresca tradicional en un ingrediente con el que pudiera elaborar los cocteles que pedirían los clientes actuales que son cada vez más sofisticados. Para ello, afirma, fue necesario replantearse el agua fresca. Lo que descubrió es que cuando se trata de cocteles con agua fresca, me-

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“Con “Con las las aguas aguas frescas frescas caseras, caseras, podemos podemos controlar controlar los los niveles niveles de de azúcar. azúcar. Por Por eso, eso, cuando cuando elaboramos elaboramos cocteles cocteles de de agua agua fresca, fresca, lolo hacemos hacemos sin sin tener tener que que añadir añadir más más endulzantes. endulzantes. En En vez vez de de eso, eso, añadimos añadimos jugos jugos de de cítricos, cítricos, amargos amargos oo amari amari para para equilibrar equilibrar yy avivar avivar los los sabores. sabores. Con Con esto esto lala bebida bebida alcohólica alcohólica resalta resalta sin sin comprometer comprometer elel sabor sabor (natural) (natural) del del agua agua fresca”. fresca”.

––ERIC ERICJEFFERSON JEFFERSON, ,LaLaCalenda, Calenda,Yountville, Yountville,California California

nos es es más más yy esa esa es es una una de de las las razones razones nos por las las que que el el personal personal de de La La Calenda Calenda por hace su su propia propia agua agua fresca. fresca. hace “Con las las aguas aguas frescas frescas caseras, caseras, “Con podemos controlar controlar los los niveles niveles de de podemos azúcar.Por Por eso, eso,cuando cuando elaboramos elaboramos azúcar. cocteles de de agua agua fresca, fresca,lo lo hacemos hacemos cocteles sin tener tener que que añadir añadir más más endulendulsin zantes”,explica explica Jefferson.

Jefferson.“En “En vez vez zantes”, de eso, eso,añadimos añadimos jugos jugos de de cítricos, cítricos, de amargos oo amari amari para para equilibrar equilibrar yy amargos avivar los los sabores. sabores.Con Con esto esto la la bebida bebida avivar alcohólica resalta resalta sin sin comprometer comprometer el el alcohólica sabor (natural) (natural) del del agua agua fresca”. fresca”. sabor Para el el éxito éxito de de ventas ventas de de la la MarMarPara garita de de Hibisco Hibisco de de La La Calenda, Calenda,hehegarita cha con con agua agua fresca fresca de de té té de de hibisco, hibisco, cha Jefferson combina combina el el tequila tequila reposado reposado Jefferson porque equilibra equilibra el el dulzor dulzor del del agave agave yy porque el amargor amargor del del hibisco. hibisco. el “El tequila tequila reposado reposado aporta aporta una una “El capa de de complejidad complejidad sin sin sobrecargar sobrecargar capa el hibisco”, hibisco”,aclara aclara Jefferson.

Jefferson.“Aún “Aún así, así, el esta receta receta es es relativamente relativamente versátil, versátil,yy esta puedes utilizar utilizar el el whisky whisky oo el el vodka vodka puedes como licor licor base base según según el el resultado resultado como que quieras quieras obtener. obtener.La La clave clave es es que mantener el el equilibrio equilibrio para para que que el el mantener sabor del del hibisco hibisco siga siga apareciendo. apareciendo. sabor Una bebida bebida alcohólica alcohólica con con infusión infusión Una aromatizada no no se se prestaría prestaría aa esta esta oo aromatizada receta,ya ya que que taparía taparía el el hibisco. hibisco. receta, “Agitar los los ingredientes ingredientes yy servir servir “Agitar

el coctel coctel en en un un vaso vaso transparente transparente el para bebidas bebidas en en las las rocas, rocas,en en cambio, cambio, para hace que que el el hermoso hermoso tono tono natural natural hace de la la bebida bebida yy el el gradiente gradiente de de color color de resalten aa medida medida que que el el té té de de hibisco hibisco resalten se asienta”, asienta”,señala señala Jefferson.

Jefferson. se Eric García, García,barman barman de deToro Toro Latin Latin Eric Kitchen & & Rum Rum Bar Bar en en el el Fairmont Fairmont Kitchen Scottsdale Princess, Princess,considera considera que que Scottsdale el mezcal mezcal es es una una excelente excelente opción opción el para el el coctel coctelToro ToroAgua Agua Fresca, Fresca,que que para contiene agua agua fresca fresca Chica Chica Peruana Peruana contiene elaborada con con maíz maíz azul azul seco, seco,piña, piña, elaborada azúcar morena, morena,canela canela yy clavo. clavo.Los Los azúcar matices del del mezcal, mezcal,nos nos explica, explica,están están matices en armonía armonía con con el el dulzor dulzor de de la la piña piña yy en lo ahumado ahumado de de la la canela canela yy el el clavo. clavo. lo “El licor licor que que se se añade añade puede puede ser ser “El algo tan tan simple simple como como un un vodka”, vodka”, algo comenta García, García,que que señala señala que que los los comenta clientes le le piden piden aa menudo menudo que que añada añada clientes agua fresca fresca aa su su coctel coctel favorito. favorito.“El “El agua refresco de de vodka vodka con con un un chorrito chorrito de de refresco agua fresca fresca hace hace que que la la bebida bebida sea sea agua más refrescante refrescante yy menos menos ahumada. ahumada. más También queda queda bien bien con con la la ginebra, ginebra, También ya que que añade añade un un toque toque de de enebro enebro aa la la ya acidez de de la la piña. piña.Aunque Aunque mi mi experiexperiacidez encia personal personal como como barman barman me me dice dice encia que el el whisky whisky puede puede ser ser un un reto reto para para que combinar con con el el agua agua fresca, fresca,no no voy voy aa combinar decir que que sea sea imposible. imposible.Si Si se se te te ocurre ocurre decir una forma forma única única de de equilibrar equilibrar los los sasauna

Nuestro Socio Folcklor MuchaassLatino graciasagradece a la revisatala revista el Restaurante. Durante el Restaaños urande te ptrabajo or dar a varios conjunto, ria conocer lel a cRestaurante ultura culinanos ha conectado con muchos y costum res de los latinos. dueños debrestaurantes Mexicanos y Latinos en los Para Muebles Lacandona la Estados Unidos. Esto nos ha revista el R estauranumerosos nte ha sido permitido realizar proyectos amueblando de una un gran socio. Nos ha manera artística y decorativa, y adoembelleciendo a generar confiestos anza, aaylaud vez restaurantes con Orgullo llegar a más clients y Latino.

transmitir la imagen cultural y — Ricardo Becerra, Gerente artística de nuestra empresa.

General de Folcklor Latino

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en el bar

“Los cocteles de agua fresca y horchata siempre atraen a mis clientes, a pesar de que [estas bebidas] han existido desde siempre…hay muchas cosas que podemos hacer de forma creativa con [ingredientes] que tienen sus raíces en la tradición y la historia”.

Nube Blanca de El Tamarindo

– LUIS “LOU” ALIAGA , El Tamarindo

bores al mismo tiempo que te aseguras de que el licor no sobrecargue el coctel, entonces estoy seguro de que podría quedar bien”.

García afirma que muchos de los principios que guían las tendencias y corrientes de la coctelería artesanal se aplican a la elaboración de cocteles a base de agua fresca, tanto en la forma de hacerlos como en lo que los clientes quieren de ellos.

“Los clientes quieren degustar los ingredien-

tes en su estado natural, dejando que los elementos individuales de sabor brillen por sí mismos, sin añadir nada artificial”, continúa.

“Trato de mantenerme fiel a los sabores, limitándome a la fruta fresca y a las especias sencillas y tradicionales. Todo lo que elaboramos está hecho en casa con nuestros propios jarabes simples, plantas y especias. El agua fresca se hace a diario porque no tiene ningún conservativo. Todo se hace por encargo para garantizar que no se comprometa la frescura de ningún ingrediente. Sería más fácil utilizar algo precocinado o prefabricado, pero considero que la calidad es mejor que la cantidad” Joel Fried, chef y dueño de El Dorado Cafe, en Austin, va más allá: Insiste en que no se puede nada más echar un shot en el agua fresca y llamarlo coctel. “Sabe como si estuvieras en la preparatoria y hubieras saqueado el mueble de los licores de tu padre”, alerta Fried. “Nos gusta añadir capas porque nuestras aguas son bastante sencillas”.

Las recetas familiares marcan la diferencia en los cocteles Crear un coctel a partir de una receta de horchata que tiene origen de un familiar no solo es una forma de celebrar las tradiciones locales de un determinado país o región que se muestra en tu bar, sino que también garantiza que tu menú de cocteles será diferente al de la competencia y puede ser un punto de inicio para una conversación con tus clientes, según Luis “Lou” Aliaga, consultor, director de bar y bartender de El Tamarindo,

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un restaurante salvadoreño con 40 años de antigüedad en Washington D.C. Poder decir: “Esta es la receta de mi abuela” o “Esta receta la hizo la mamá del chef” puede tentar a los clientes a probar una bebida que de otro modo ignorarían.

“Empezar con una receta sólida y a prueba del tiempo no es solo un punto de partida para un coctel que les encantará a tus clientes”,

afirma Aliaga. “Puede ser un gran motivo de orgullo para tu restaurante o bar. En El Tamarindo, pensado para ser nostálgico y celebrar la cultura [salvadoreña], los cocteles de horchata y agua fresca son una extensión de esa idea. Si bien son del gusto de quienes crecieron en estos lugares o de los abuelos que mantuvieron las tradiciones, también atraerán a los clientes que prefieren probar nuevos sabores”.

LO CREMOSO LLEGA HASTA ARRIBA La horchata con piquete es otra de las tendencias que hay que probar. La cremosidad de la horchata la convierte en una base natural para muchos cocteles.

Aunque las bebidas de postre para después de la cena se han puesto de moda, Abbie Kermode, cantinera del restaurante Jeune et Jolie en Carlsbad, California, galardonado con una estrella Michelin, se asegura de que sus clientes disfruten de esa decadencia sin “sabores artificiales demasiado empalagosos”.

“Para mi Chai-Chata, decidí utilizar ron Demerara, que es rico, complejo y tiene un poco de roble”, comenta Kermode sobre el coctel que también incluye leche de arroz, jarabe de chai, albahaca tailandesa fresca y menta. “Es una buena base para mis otros ingredientes.

El bourbon o el centeno también combinan bien con este estilo de coctel. Cuando elijas el licor, asegúrate de que juegas con los sabores y de que ninguno de ellos domina a los demás.

Aunque me encanta la ginebra, no creo que los ingredientes botánicos combinen bien con las especias para hornear que hay en esta receta”.

Aliaga, por su parte, hace hincapié en la tradición para determinar qué licor de alta calidad se ajusta a los orígenes geográficos y culturales de una receta de horchata. Destaca la compatibilidad de una base de horchata mexicana con un tequila reposado de calidad, o de un ron centroamericano con una receta de horchata del mismo país o región.

“Al seleccionar el licor que se va a utilizar en la receta, hay que asegurarse de que no le quita nada al sabor original de la base”, comenta. “Averiguar esto puede ser un proceso de prueba y error similar al que hace un chef cuando desarrolla su versión actualizada o propia de un plato tradicional de una región”.

Guava Fresca de Wynwood Marketplace

Chai-Chata de Jeune et Jolie’s

La escritora independiente asentada en Los Ángeles Elyse Glickman es la columnista de At the Bar para el Restaurante.

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Two Rivers Restaurant Ready Steak. This line of highquality, marble-enriched beef comes in sliced, diced or portion cut formats – perfect for Hispanic restaurants. Choose diced beef for tacos, flap meat for fajitas, steak bites for skewers, and sliced ribeye for dishes like Lomo Saltado. 605-217-8011; sales@ tworivers.com; tworiversct.com Bistec listo para restaurantes de Two Rivers. Esta línea de carne de res marmoleada y de alta calidad viene en los formatos de corte troceado, picado o en porciones, perfectos para restaurantes hispanos. Elija la carne de res picada para tacos, el vacío para fajitas, bocaditos de bistec para brochetas y ojo de costilla troceado para platillos como el Lomo Saltado.

605-217-8011; sales@tworivers. com; tworiversct. com Skorr Wire Chafing Stand with Lid Lock. Skorr has taken its chafer to the next level – it’s a true innovation in wire chafing stand design. Food on your buffet tables stays hotter, longer. And since the chafer now is easier to carry, there are fewer spills because handles provide a lower center of gravity.

Sturdy, wide stance for better balance on tables and carts, too.

800-538-2163; skorr.com

Soporte de alambre para buffet con cerradura para tapa de Skorr. Skorr ha llevado su bufetera al siguiente nivel: es una verdadera innovación en el diseño de soporte de alambre para buffets.

Los alimentos en sus mesas de buffet se mantienen más calientes por más tiempo. Y dado que ahora es más sencillo transportar la bufetera, hay menos derrames porque los mangos proporcionan un centro de gravedad más bajo.

También con un posicionamiento más amplio y resistente para un mejor equilibrio en mesas y carritos.

800-538-2163; skorr.com

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el restaurante | JULY/AUGUST 2022

Oil Chef Deep Fryer Accessory. Double the life of your deep fryer oil with this FDAapproved solution that reduces fryer oil consumption in your restaurant. It increases food output from the same quantity of oil without compromising food quality. The food grade, stainless steel accessory takes just a few seconds to install – and it’s maintenance-free!

Once installed, it can stay on your fryer for 3 years. Our clients say it saves oil, saves energy, and improves food quality and cook times.

Calculate your savings at oilchef.com.

Accesorio para freidora honda de Oil Chef. Duplique la vida útil de su freidora honda de aceite con esta solución aprobada por la FDA que reduce el consumo de aceite de la freidora en su restaurante. Aumenta la producción de alimentos con la misma cantidad de aceite sin comprometer la calidad de alimentos. El accesorio de acero inoxidable y de grado alimenticio se instala en solo unos segundos, ¡y no requiere mantenimiento! Una vez instalado, puede permanecer en su freidora por 3 años. Nuestros clientes dicen que ahorra aceite, ahorra electricidad, y mejora la calidad de los alimento y los tiempos de cocción. Calcule sus ahorros en oilchef.com

Quality Food Equipment Citrus Juicers.

Hand-squeezing limes and lemons takes a lot of time and labor, which impacts your bottom line. Those problems are solved with these juicers that do the work for you — and they increase yield, too.

571-373-2520; 833-858-4237; qualityfoodequipmentstore.com

Exprimidores de cítricos de Quality Food Equipment. Exprimir a mano las limas y los limones toma mucho tiempo y trabajo, lo cual afecta sus resultados de ganancias y pérdidas. Esos problemas se resuelven con estos exprimidores que hacen el trabajo por usted, y también aumentan el desempeño.

571-373-2520; 833-858-4237; qualityfoodequipmentstore.com

Amafruits Read-to-Serve Superfruit Sorbet. Made with wild-harvested, 100% Amazonian superfruits, these glutenfree, non-dairy, plant-based sorbets are made with no artificial ingredients, coloring or flavoring. The 2.5-gallon tubs come in Organic Cupuaçu & Coconut, Organic Acerola & Guava, and Passion Fruit; the 3-gallon tubs come in Pure Dragon Fruit and Pure Organic Açaí. 877-818-1262; amafruits.com

Nieve de superfrutas lista para servir de Amafruits.

Elaborada con superfrutas de cosecha silvestre y 100% amazónicas, estas nieves de origen vegetal, sin lactosa ni gluten están elaboradas sin ningún ingrediente, colorante o saborizante artificial. Las tinas de 2.5 galones vienen en los sabores cupuazú y coco orgánicas, acerola y guayaba orgánicas, y maracuyá; las tinas de 3 galones vienen en los sabores maracuyá pura y açaí pura orgánica. 877-818-1262; amafruits.com

COMAL Mexican Restaurant Supplies.

COMAL specializes in products Mexican restaurants use every day including fajita skillets/skillet sets/ underliners, stone and plastic molcajetes, tortilla/huarache/ gordita presses, salsa bowls, chip baskets, tortilla holders, Mexican glassware, charcoal grills and more. Custom orders also available. 713269-3181; mexicanrestaurantsupplies.com.mx

Suministros COMAL para restaurantes mexicanos.

COMAL se especializa en productos que los restaurantes mexicanos usan todos los días, incluyendo sartenes para fajitas/juegos de sartenes/platos base, molcajetes de piedra y plástico, prensa para tortilla/huarache/gordita, recipientes para salsas, cestos para totopos, recipientes para tortillas, cristalería mexicana, asadores de carbón y más. Los pedidos personalizados también están disponibles. 713-269-3181; mexicanrestaurantsupplies.com.mx

Freshcourt Chef-Ready Avocado Products.

Xicala Mezcal. This “ancient tradition

They’re ripe and ready to save chefs money, time, and food waste. Available in Super Chunky Avocado, Avocado Pulp, and Chunky Avocado Pulp. 786-441-5186; sales@freshcourt.com; freshcourt.com

in a bottle” is produced in Tlacolula, Mexico – the land of mezcal. Its clear color and tropical, complex flavors and aromas (including of grilled pineapple, peppers and sweet potatoes combined with spiced chestnut honey, smoked peppercorns and herbs) create this vibrant, flavorful mezcal that was awarded a Gold Medal with a 94-point rating by the Beverage Tasting Institute. xicalamezcal.com

Productos de aguacate Chef-Ready de Freshcourt. Están maduros y listos para que los chefs ahorren dinero, tiempo y desperdicios de alimentos.

Disponibles en estas presentaciones: Aguacate con super trozos, Pulpa de aguacate y Pulpa de aguacate con trozos.

786-441-5186; sales@freshcourt.com; freshcourt.com

Mezcal de Xicala. Esta “tradición antigua en botella” se produce en Tlacolula, México, la tierra del mezcal.

Su color claro, y sabores y aromas tropicales y complejos (entre los que se incluyen piña asada, pimiento y camotes combinados con miel de castaño especiada, granos de pimienta ahumados y hierbas) crean este mezcal vibrante y delicioso que recibió una Medalla dorada con una valoración de 94 puntos por el Beverage Tasting Institute. xicalamezcal.com JULY/AUGUST 2022

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marketplace/el mercado

Xalli Artisan Village Tortilla Fort. A piece of art for restaurant tables! This best-selling “Oxtempan” tortilla fort Is handmade by Mazahua artists in the central region of Mexico. Handwoven from “Oxocal” (pine needles) in a decorative spiral pattern, the tortilla warmer is reinforced with a stainless steel rim and features a handle for easy carrying.

720-273-5048; email info@xalliexports.com; xalliexports.com

Xalli Artisan Village Tortilla Fort. ¡Una obra de arte para las mesas de los restaurantes! Esta tortillera “Oxtempan”, la más vendida, está hecha a mano por artistas mazahuas de la región central de México. Tejido a mano con “Oxocal” (agujas de pino) con un patrón decorativo en espiral, el calentador de tortillas está reforzado con un borde de acero inoxidable y cuenta con un asa para facilitar su transporte. 720-273-5048; correo electrónico info@xalliexports.com; xalliexports.com La Querendona Mexican Salsas. Bring the authentic, Mexican flavor of homemade sauces to your restaurant — and save on time and labor required to make your own.

These salsas come in several flavors to meet your menu needs: Salsa Roja, Salsa Verde, Salsa Grill Habanero, Salsa Molcajeteada, Salsa Serrano Zucchini, and Salsa Maya.

Available in sizes ranging from packets (great for take-out orders) to 128.49 fl. oz plastic jugs. Want a custom salsa?

La Querendona can create that, too. laquerendona.com Salsas Mexicanas La Querendona. Lleva a tu restaurante el auténtico sabor mexicano de las salsas caseras y ahorra el tiempo y el trabajo que requiere su elaboración.

Estas salsas vienen en varios sabores para satisfacer las necesidades de tu menú: Salsa Roja, Salsa Verde, Salsa Grill Habanero, Salsa Molcajeteada, Salsa Serrano Zucchini y Salsa Maya. Disponibles en tamaños que van desde paquetes (ideales para los pedidos para llevar) hasta las jarras de plástico de 128,49 onzas líquidas. Quieres una salsa personalizada? La Querendona también puede crearla. laquerendona.com The Catering Box Taco Boxes. Set your take-out orders apart in these carriers specially designed to hold hard shell and soft shell tacos standing up. The boxes are packed flat for easy storage, and the one-piece design is easy to fold. You can see a video on how to assemble the boxes online. Email thecateringbox@aol. com; tacoboxes.com or thecateringbox.com Las cajas para tacos de Catering Box. Separa tus pedidos de comida a domicilio en estas cajas especialmente diseñadas para mantener los tacos de corteza dura y blanda de pie. Las cajas se empaquetan planas para facilitar su almacenamiento, y el diseño de una sola pieza es fácil de plegar. Puedes ver un video sobre cómo montar las cajas en línea. Envía un correo electrónico a thecateringbox @aol.com; tacoboxes.com o thecateringbox.com

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el restaurante | JULY/AUGUST 2022

Desert Door Texas Sotol.

Hand-crafted in Driftwood, Texas, “Sotol” is the name of the spirit and the desert plant this product is made from. This wild-harvested sotol doesn’t involve farming or cultivating the plant, which conserves resources like land and water. Desert Door Original resembles premium tequila, with bright notes of vanilla and green grass, but also has flavors like toffee, mint, and orange zest… smoother than any tequila, with subtle hints of sage. Great for mixing in cocktails; can be substituted for clear spirits in most recipes. A Gold Medal Winner at the Denver International Spirits Competition 2020. info@desertdoor. com; 512-829-6129; desertdoor.com

Sotol de Texas de Desert Door.

Fabricado a mano en Driftwood, Texas, “Sotol” es el nombre del espíritu y la planta del desierto de que está hecho este producto. Este sotol de cosecha silvestre no implica el cultivo de la planta, lo que permite conservar los recursos como la tierra y el agua. El Desert Door Original se asemeja a un tequila de primera calidad, con toques brillantes de vainilla y hierba verde, pero también tiene sabores como el toffee, la menta y la ralladura de naranja... más suaves que cualquier tequila, con sutiles toques de salvia.

Es excelente para mezclar en cócteles; puede sustituir a los licores claros en la mayoría de las recetas. Ganador de la Medalla de Oro en el Concurso Internacional de Espirituosos de Denver 2020. info@desertdoor.com; 512-829-6129; desertdoor.com

INT RO D UCI NG

A fun, creative way to promote your chef and your restaurant!

• Make them collectible! Autograph cards at cooking demos, street fairs and trade shows • Announce new food and drink items — include a QR code too • Use as a promotion at Grand Opening celebrations • Promote special events, cooking classes, catering and more!

• Team with other chefs to create a Chef Card Pack to give away or sell at charity and other special events

You provide the pictures, logos and copy — we’ll create a custom-designed card Totally Affordable! Starting at just $150 including FREE custom design!

Visit elrestaurante.com/culinarycards/ for more information.

Culinary Cards — created by Mic Drop Creations in partnership with el Restaurante

resource guide

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el restaurante | JULY/AUGUST 2022

recipes

Ceviche de Erizo 7 Callo:

Live sea urchin and scallop ceviche Recipe courtesy of Chef Gilberto Cetina, Holbox Makes 4 appetizer servings

Sign up for el Restaurante’s Recipe of the week email!

2 live sea urchins 4 oz. sushi grade bay scallops ½ c. cherry tomatoes, halved ¼ small red onion, minced ¼ bunch cilantro, leaves only, minced Juice of 1 large lime ½ t. kosher salt 1 avocado

EMAIL Kathy Furore, kfurore@restmex.com, with ‘Recipe’ In the subject line

For the sea urchin: I highly recommend wearing two pairs of gloves for this to protect your skin from being punctured by the sharp spines or stained by their dye.

Have a bowl of salted ice water and an empty bowl on hand. Place a kitchen towel down on a flat surface, place urchin on top of the towel mouth side up. Using a pair of sharp kitchen shears cut around the mouth, then pull it out with your fingers. With the mouth removed, turn urchin over the empty bowl to discard the water inside.

Staring at the mouth opening, cut with kitchen shears in a straight line towards the sides of the urchin without going all the way around; turn urchin 180 degrees, and again, starting at the mouth opening, cut a straight line in opposite direction as the first, dividing the urchin in two halves.

Pull the two halves apart to crack the shell into two relatively even pieces.

Gently scoop out the yellow roe sacks and drop into the salted water. You will get 5 roe sacks out of the urchin. Repeat the process for the other sea urchin.

Once all of the roe sacks are in the water, using a pair of tweezers or plating tongs, start pulling off any dark bits and undigested kelp (blackish green stuff ).

Once a roe sack is clean, place it on a paper towel lined plate. Repeat for each roe sack; you should have 10 pieces total.

Rinse and save the shells for plating.

For the scallop ceviche: In a bowl, mix the bay scallops with lime juice, kosher salt, cherry tomatoes, onions and cilantro.

Let sit for 10 minutes to cure. Meanwhile peel, seed and thinly slice the avocado.

To serve: Place a bit of crushed ice into 4 bowl, then place a clean sea urchin shell half on top of each one. Divide the scallop ceviche between the 4 urchin shells, top

the scallop ceviche with a few slices of avocado. Place 2½ pieces of sea urchin roe on top of the avocado, repeat for all 4 urchin shells.

Al Pastor Style Alaska Pollock Tacos Recipe courtesy of Alaska Seafood Makes 6 servings, 2 tacos per serving

The Al Pastor Marinade: 1½ T. achiote paste 1 T. guajillo chili powder ½ T. chipotle chili powder ½ T. granulated garlic powder ½ T. Mexican oregano ½ T. cumin ½ T. salt ½ T. pepper ½ c. pineapple juice 1/3 c. white vinegar Add all ingredients to a bowl then mix to combine. Use the back of a medium sized spoon to press the achiote paste into the marinade until it is fully incorporated (no lumps). Set aside.

The Fish: 6 wild Alaska pollock fillets, 6 oz each Thaw the pollock, if frozen. Pat dry with paper towels. Slice each 6 oz. fillet in half then place fillets in a medium bowl. Pour marinade over the fish and gently toss to fully coat fillets. Cover and refrigerate for 2 hours or up to overnight.

The Pineapple Pico de Gallo: 1 c. fresh pineapple, small dice ½ c. onion, diced ¼ c. cilantro, chopped 1 jalapeño, diced with seeds removed 1 T. lime juice ¼ t. salt Add all ingredients into a mixing bowl then fold ingredients together. Set aside.

For the Tacos: 12 corn tortillas 4 T. vegetable oil (for grill) 1 lime, sliced in wedges Cilantro leaves, for garnish Preparation instructions: Make the marinade; marinate the fish and refrigerate; make the pico de gallo. When ready to cook the fish, brush clean grill grates with oil. Preheat grill to 375°F to 400°F. Grill fish about 2 minutes per side or until the marinade starts to dry and the fish easily releases. Using a fish spatula, carefully turn fish over.

JULY/AUGUST 2022

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recipes

Cook fillets on second side another 2 minutes or until the flesh flakes easily with a fork. Transfer to a plate. Heat flat top or cast iron skillet on high temperature. Heat tortillas for about 15 seconds on each side. Place a fillet on each doubled tortilla. Spoon on the pineapple pico de gallo and extra cilantro leaves.

Serve with a wedge of lime.

Hibiscus Margarita Recipe courtesy of Eric Jefferson, General Manager, La Calenda Makes 1 cocktail

1½ oz. Siete Leguas reposado tequila ½ oz. lime juice 1½ oz. hibiscus tea agua fresca ½ oz. agave syrup Hibiscus salt for rimming To make the tea, steep dried hibiscus flowers in hot water and let sit overnight. Strain before using. To make hibiscus salt, combine dried hibiscus leaves and sea salt in a blender. Rim a rocks glass with hibiscus salt. Mix all other ingredients in in a shaker with ice, pour into the rimmed glass and garnish with dried hibiscus flower petals.

Toro Agua Fresca Cocktail

Guava Fresca Recipe courtesy of Ashley Ermus, Wynwood Marketplace, Miami, Florida Makes 1 cocktail

2 oz. silver tequila 1 oz. guava nectar 1 oz. water 4 to 5 mint leaves 1 oz. fresh lime juice ¼ oz. agave nectar Place mint leaves in glass. Add all liquid ingredients in shaker tin, add ice and shake.

Strain into glass over mint. Add fresh ice and garnish with a mint sprig.

Pineapple Upside Down

Makes 1 cocktail

Makes 1 cocktail

2 oz. mezcal ½ oz. fresh lime juice ½ oz. agave syrup ¼ oz. Chica Peruana agua fresca (recipe below)

1½ oz. vodka of choice 1 oz. pineapple agua fresca or nectar 1 oz. horchata ½ oz. honey simple syrup or regular simple syrup

Recipe courtesy of Joel Fried, El Dorado Cafe, Austin

Combine ingredients. Shake, then strain over ice into glass.

Pour over a rocks glass filled with ice.

Top with agua fresca as a float.

CHAI-CHATA

Garnish with a lime wedge.

Makes 1 cocktail

The Chica Peruana:

Peruvian Agua Fresca Makes 20 to 22 quarts

4 15-oz. packages of dried blue corn 6 lbs. brown sugar 2 whole pineapples, diced with the peel on 30 cinnamon sticks 6 c. cloves 2 c. star of anise 30 qts. water 32 oz. lime juice

el restaurante | JULY/AUGUST 2022

Place strainer on top of a large bowl and pour mixture through it, catching all solids. Transfer to a pitcher and allow to come to room temperature before refrigerating. When ready to serve, stir in the lime juice.

Recipe courtesy of Eric Garcia, Toro Latin Kitchen & Rum Bar

Fill a shaker with ice, mezcal, lime juice and agave syrup. Shake.

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In a large pot, combine corn, brown sugar, diced pineapple, cinnamon sticks, cloves, star of anise and water. Heat over high heat; once mixture reaches a boil, reduce to a simmer for 1 hour and 30 minutes. Remove mixture from heat.

Recipe courtesy of Abbie Kermode, Jeune et Jolie

2 oz. Demerara rum 2 oz. unsweetened rice milk ¾ oz. chai syrup (recipe below) ¼ oz. fresh Thai basil and mint, to muddle Fresh mint and Thai basil sprigs, for garnish Freshly grated cinnamon Muddle the Thai basil and mint in a hurricane glass. Add Demerara rum, chai syrup, and rice milk. Top with crushed ice and garnish with Thai basil and mint springs and grated cinnamon.

The Chai syrup: Makes 2 cups 10 g. chai tea or 4 single serving bags your favorite chai tea

DON’T MISS A SINGLE ISSUE OF 16 oz. water 16 oz. raw sugar Pinch salt Add water and sugar to a pot and stir until sugar is dissolved. Turn the burner off and add rest of ingredients. Let steep for 15 minutes. Strain mixture and bottle it.

Nube Blanca Recipe courtesy of Lou Aliaga, El Tamarindo Makes 1 cocktail

1½ oz. El Jimador Tequila Blanco 1 oz. Salvadorian Horchata de Morro* ¾ oz. lime ¼ oz. lemon ½ oz. agave Add all ingredients to a shaker. Shake well and pour in a rocks glass over fresh ice.

Garnish with lime zest on top. *We use a family horchata recipe; you can swap in your venue’s own horchata recipe or find examples of Horchata de Morro online.

Adan’s Cold Brew Horchata Martini Recipe courtesy of Joel Fried, El Dorado Café Makes 1 cocktail

1½ oz. Tito’s Vodka 1 oz. cold brew 2 oz. horchata (recipe below) ½ oz. simple syrup Combine liquid ingredients. Shake and strain into a glass. Garnish and serve.

The Horchata: 4 oz. white rice 6 oz. almonds, sliced and blanched 5 mL cinnamon 5 mL vanilla extract ¾ c. sugar 6 c. water Soak the rice, almonds, and cinnamon in water for a minimum of two hours (up to eight hours is fine). Add mixture to a blender.

Add the vanilla and sugar to blender. Blend until very smooth and all solids are broken down (this will take probably one to two minutes). Double strain with a fine mesh strainer.

ON THE WEB AT www.elrestaurante.com Want more great recipes?

Visit elrestaurante.com/recipes to find something for every section of your menu!

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1. My business is: ❏ Restaurant ❏ Caterer ❏ Institutional Foodservice ❏ Restaurant Headquarters ❏ Consultant ❏ Other_________________ 2. Do you serve liquor? ❏ Yes, a full bar ❏ Yes, beer and wine only ❏ No, we don’t serve any liquor 3. Our restaurant is: ❏ Quick Serve/Fast Food ❏ Fast Casual ❏ Sit-Down Family Dining ❏ Fine Dining 4. Do you make purchasing decisions ? ❏ Yes ❏ No

my favorite recipe

CHEF ARIEL CONTRERAS-FOX

Landry’s Dos Caminos and Del Frisco’s CHEF ARIEL FOX HOLDS MANY

first executive chef roles in

1 clove garlic

TITLES: vice president of

New York. It was definitely

1 small shallot, minced

culinary at Landry’s con-

a fan favorite among regu-

1 t. honey or agave

cepts Dos Caminos and Del

lars, and I have been doing

2 T. freshly squeezed lime juice

Frisco’s, 2018 winner of

a variation ever since at

“Hell’s Kitchen: Rookies vs.

most of my restaurants.”

½ c. extra-virgin olive oil or avocado oil

Veterans,” and author of Spice Kitchen: Healthy Latin & Caribbean Cuisine.* Here, she shares her recipe for Warm Octopus Salad, which she says “brings back such fond memories of travel throughout my life.

Octopus or squid dishes in general are very reminiscent of island life throughout the Caribbean and coastal towns of South and Central America…I remember putting a warm octopus salad on the menu in one of my

Warm Octopus Salad Makes 4 servings

The Octopus:

2 bay leaves 3 parsley stalks 3 sprigs thyme 1 lemon, halved Sea salt

¼ t. sea salt The Salad: ½ ripe pineapple, peeled, cored, and diced into ¼-in. pieces 1 Scotch bonnet or habanero pepper, seeded and minced 2 red Fresno chile peppers, sliced into ⅛-inch rings 1 small white onion, peeled and very thinly shaved

1 (2½ lb.) octopus, or 2 lbs. tentacles only

¼ c. fresh cilantro leaves

Coconut oil for grilling

2 c. baby arugula

The Dressing:

Fresh lime wedges, for garnish

1 T. coriander seeds, dry toasted and ground fine

To prepare the octopus, fill a large pot with water, enough to cover octopus when added.

Add bay leaves, parsley stalks, thyme sprigs, lemon halves, and a generous amount of salt.

1 poblano chile pepper, roasted, peeled, and seeded

Bring to a boil and allow to cook for 10 minutes to allow flavors to blend. Gently pound octopus’ tentacles with smooth side of a mallet or any smooth, heavy object to tenderize the meat.

Holding octopus by its head, dunk body in and out of water 2 or 3 times for about 5 to 10 seconds each time. Then carefully submerge octopus into water. Cook 45 minutes to 1 hour, until tentacles are tender.

You should be able to easily

insert a fork into octopus. Immediately remove from cooking liquid and dunk octopus into ice water 4 to 5 times.

Cut tentacles off the body and place in a bowl covered tightly with plastic wrap. Refrigerate while preparing dressing and salad ingredients.

Preheat grill, or a cast-iron grill pan on your stove, to 400°F. To make the dressing, combine the coriander, poblano, garlic, shallot, honey, lime juice, oil, and salt in a blender. Pulse until combined and uniform.

When dressing is done, toss octopus with coconut oil and 2 tablespoons of prepared dressing to marinate. Grill octopus about 4 to 5 minutes on each side, until crispy.

While octopus is grilling, combine all salad ingredients except arugula in a salad bowl.

Add 1 to 2 tablespoons of dressing and toss to combine.

On a platter, arrange the baby arugula. Sprinkle salad mixture over bed of arugula. Once octopus is crispy, remove from grill and immediately slice on a bias into ¼-in-thick slices.

Arrange warm octopus on top of salad bed and spoon a generous amount of coriander dressing all over the top. Garnish platter with lime wedges all around. *Kingston Imperial; publication date August 23, 2022

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Now Serve Delicious Authentic Tacos EVERY DAY!

Call today for samples of our authentic Al Pastor, Pollo Adobo and Carne Asada. Available in Trompos (hand-stacked cones) and cooked-to-order IQF Strips that provide maximum flavor, yield and portion control.

Ask your favorite distributor for Mega Sabor products.