Food For Thought - Winter 2011

WINTER 2011/2012

Upselling for HIGHER PROFITS & TIPS: The No Cost Solution to Increase Your Bottom Line

SOUP’S ON with Rye Street Consumer Preferred Soups: Plus Soup Facts, Tips & Trends

Restaurant Marketing Tips HOLIDAY STYLE: How to Take

Advantage of the Holiday Season Plus Take Action Now to Prevent January From Being a Slump!

RESTAURANT SPOTLIGHT:

Vitello’s Osteria & Farfalla Trattoria Featuring Executive Chef Santino!

By ROMA of Southern California

Contents for 04 Upselling Higher Profits & Tips

IS SWEET: 07 SUCCESS Making Money with Desserts Art: 09 Culinary More than just Cooking SPOTLIGHT: 10 RESTAURANT VITELLO’S OSTERIA

SPOTLIGHT: 11 RESTAURANT FARFALLA TRATTORIA, Featuring Executive Chef Santino

13 STIR UP SOUP SALES! 15 Winterizing the Pizza Marketing 16 Restaurant Tips: Holiday Style

Food 18 National holidays

Food for Thought – Winter 2011/2012

ROMA Foods – www.romafood.com

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

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

Benefits of Upselling Include.

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

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

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

Try ouR Assoluti line of frozen appetizers.

9308087 Broccoli & Cheddar Nugget, Breaded 4 – 3 lb 9308095 Jalapeno & Cheddar Stuffed Popper Breaded 4 – 3 lb 9308068 Onion Ring Steak Cut Breaded 1/2” 6 – 2.5 lb 9308094 Mushroom Whole Button Breaded 4 – 3 lb 9307024 Mozzarella Cheese Stick Battered 3” Ovenable 4 – 3 lb 9308093 Zucchini Sticks Breaded 4 – 3 lb 9308096 Jalapeno & Cream Cheese Stuffed Popper Breaded 4 – 3 lb 9308071 Onion Ring Beer Battered 5/8” 4 – 2.5 lb 9307023 Mozzarella Cheese Sticks Breaded 4 – 3 lb

Upgrades: “Would you like to supersize that?” This is a timeless Example of The Wrong Way To Upsell & The Right Way example of upgrading. Ask the customer if they would like to add Guests at a table have finished their main course and the table chicken to their pasta dish a soup and salad to their meal or if has been cleared. The server asks if they would like dessert and they want to try the guacamole with the chips and salsa. the guests reply “no”. The End….no additional sales.

Desserts: “Oh, I’m so stuffed,” is often the excuse to why your Effective Strategy: Assume that when diners go to a customer can not order dessert. Do not let it happen. While your restaurant for a meal they are treating themselves and that they guest is enjoying their main course make sure the server plants will want dessert. So now, after the table has been cleared the the “dessert seed” in their head by saying something like “make server walks up with a dessert tray and says, “would you guys sure you leave room for one of our popular desserts”. When like to hear about our fabulous desserts?” The customer agrees dessert time comes, if they still say they are “too stuffed”, offer and the server proceeds by describing the desserts in a ‘tasty’ them your smaller portion dessert items or let them know about manner. your sweets that are perfect for sharing. If for some reason they still say no, let them know which desserts are perfect “to go”.

Upselling and suggestive selling are simple no cost ways of Profitable Items To Suggest or Upsell increasing your profits. Ensure that your waitstaff and cashiers Beverages: Even if your guests asks for water, do not assume are all aware of the techniques and that they use them on all tap water. Just ask Bottled flat or sparkling. customers. Remind them that upselling means increased tips.

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Food for Thought – Winter 2011/2012

ROMA Foods – www.romafood.com

Food for Thought – Winter 2011/2012

ROMA Foods – www.romafood.com

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SUCCESS IS SWEET: Making Money With Desserts

Desserts are an item of indulgence. It is something we eat as a Descriptions You Can Taste: treat and fulfills our emotional needs. To sell more desserts you fresh whipped cream drizzled in triple chocolate thick and frosty have to convince guests that this is something they want to do. It warm and luscious has to appeal to their senses and you have to instill the belief that swirls of delicious melt in your mouth gooey the pleasure they will receive from this indulgence will outweigh topped with fresh any type of guilt they may feel afterwards. Follow these tips to increase your profits and increase your servers’ tips.

A Little Something For Later: If guests are in a hurry to leave, have excuses on why they do not want a dessert right now, Eating With Your Eyes: People eat with their eyes so etc., offer them a dessert to go. More than likely when your guest have plenty of visuals available. Dessert trays and tableside said no to a dessert they said something like “oh that sounds so presentations work great. Also, be sure to include pictures on good but”, or “they all seem so delicious but”. Well, do not let your dessert menu. The visuals make it difficult for your guests them leave without a dessert. Let them know you can have it quickly prepared to take and eat later. Know which dessert items to say no. travel well and do not require refrigeration.

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

Food for Thought – Winter 2011/2012

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

ROMA Foods – www.romafood.com

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

Culinary Art

More than Just Cooking While the preparation of food is considered a true science, the presentation of food is, to many creative chefs, a form of art. Great plate presentation involves taking into consideration the shape, color, texture, and arrangement of food on a plate. While diners come to your restaurant looking foremost for a delicious meal, an artistic presentation of that same delicious meal can vastly increase a diner’s overall restaurant experience.

The visual experience of dining alone is said by many to be 90% of a customer’s experience. So don’t fall short on making your food look beautiful – a little bit of creativity just may gain you that repeat customer or recommendation you need!

Below are some suggestions to create an overall extraordinary dining experience for your customers: Service This can be most simply defined as the delivery of selected foods to a customer with impeccable service. The dress of the staff is one of the first judgments made by a customer. Is the server’s clothing clean and neat? Is the server well-groomed? Is the server well spoken and knowledgeable about the menu and establishment? Has the butter been slacked to room temperature for the customer? Has the bread been heated? Is the tablecloth clean? Are the silverware, glassware and plates clean? Was the customer greeted when he or she arrived? Are the bathrooms clean? The list can go on and on. The focus here is to understand that the overall look and feel of the establishment and the professionalism of the Front of the House staff are as vital a part of your operation as the food. Customers are more likely to return to establishments that gave them the great overall experience.

Preparing Food Properly No amount of “bells and whistles” (garnishes) will hide a food item that has not been cooked properly. This refers to something as simple as preparing a steak to the proper internal degree of doneness or as complex as a gastrique that has been reduced at the proper heat so as not to crystallize the sugars. This really goes back to cooking as a true science.

First a chef must understand and perfect the preparation of food and all of its components. This must be the number on priority for your entire kitchen staff - a plate may be garnished to perfection but a beautiful plate of ill-prepared fish will still be sent back every time. Food sent back costs you both time and money (and perhaps a repeat customer), so make sure that both time and care are put into each dish first and foremost.

Cutting Food A chef often uses a knife the way an artist uses a paint brush. With the help of a great knife, a chef has the ability to change the normal shape of a food item into something truly extraordinary. The key here is consistency. For example, make sure the whole bucket of julienned carrots are exactly the same size and shape to create a neatness to your plate that will not distract the eye of the consumer. Cutting your food items to the same approximate Food for Thought – Winter 2011/2012

size and shape will also help to make sure that your cooked items are consistently prepared to the same level of “doneness”. And don’t be afraid to combine the wonderful food shapes created by your trained chef on the plate in a way that will be memorable for the customer.

Molding Food Foods like rice, salsa, grains, and potatoes can be shaped into a visually pleasing form by using a mold. Kitchen tools such as timbales, ring molds, ramekins, glassware, and even PVC pipe can be used to achieve height, shape, and form to a plate to make it more appealing and interesting to a customer. (Make sure to ask your PERFORMANCE Foodservice Area Manager about E&S Direct, he or she can help you find the perfect mold to give that wow factor to your next dish).

Plateware Choosing the right plate to present your food is often as important as the food itself. Picking shapes, colors, rim sizes, rim decorations, or even a small cast iron skillet to present the food you have poured your passion into can make the difference between getting $8.00 and $16.00. Especially for dishes that may be more monochromatic in nature, a dish or bowl that contains a pop of color can give your dish the eye appeal it needs.

Placing Food on the Plate Always consider the different shapes, harmony of colors, visual textures, and height when putting a plate together. Make sure to keep it beautiful and appetizing. When a plate gets set in front of a customer, make sure that he or she is going to be very impressed. Creating new ways of presenting old favorites will provide a memorable experience. Who says a sandwich has to lie flat on a plate? Propping one half of a sandwich against the other will give your customer a view into all of the elements of your dish. If your chefs work hard to create their dishes, make sure the customer can see it!

Garnishing Dusting a plate with garnishes like paprika, powdered sugar, or parsley is a great way to accent your food. Don’t be afraid to use fresh herbs, micro greens, or edible flowers, these items will give a pop to the eye and give a little bit more visual interest to your dish. Putting sauces in streakier bottles to create patterns is another great resource in decoration and can transform a normal dish into a work of art.

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

ROMA Foods – www.romafood.com

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

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

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

Bed of Risotto Milanese toped with the braised Osso Bucco

Change is something that most of us avoid unless necessary. But many times change can result in great things. Make no mistake, the combination of Brad and Chef Tonino means authentic Italian food in Studio City. www.VitellosRestaurant.com 4349 Tujunga Ave Studio City, CA 91604

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Food for Thought – Winter 2011/2012

ROMA Foods – www.romafood.com

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

Farfalla Encino, CA

Vinoteca Farfalla Los Feliz/Hollywood – 323.661.8070 Farfalla Los Feliz/Hollywood – 323.661.7365

Insalata di Farro

Farfalla Westlake Village – 805.497.2283 Tropicalla Brazillian Grill Los Feliz/Hollywood – 323.644.1798 Galletto Bar & Grill Westlake Village – 805.449.4300 The Farfalla menu’s include unique salads such as the “Insalata di Farro”, which is a healthy, whole grain salad featuring farro (a spelt grain) which is unlikely to be found elsewhere.

The impressive multidecades of kitchen experience of the Executive Chef Santino has a unique touch to finish the risotto with mushroom and the maccheroni puttanesca by carving an imported 80 pound whole wheel of parmiggiano reggiano cheese from Italy and finishing these entrée’s by tossing the risotto and maccheroni pasta inside the carved parmiggiano wheel at tableside. Absolutely clever and creative by the Executive Chef Santino.

Executive Chef Santino (Left) with Staff

Seasonally, the Executive Chef Santino tweaks their menu to incorporate the freshest and organic vegetables that are available. One thing that you are guaranteed to find at Farfalla’s is the freshest food and a staff that is fluent in the Italian language. www.farfallatrattoria.com Food for Thought – Winter 2011/2012

Executive Chef Santino Adding His Unique Touch ROMA Foods – www.romafood.com

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SOUP’S ON!

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Food for Thought – Winter 2011/2012

ROMA Foods – www.romafood.com

Food for Thought – Winter 2011/2012

ROMA Foods – www.romafood.com

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Food for Thought – Winter 2011/2012

ROMA Foods – www.romafood.com

Winterizing the Pizza

Welcome the Winter season with pizzas that incorporate our favorite ingredients for the season. Take advantage of the fresh toppings that thrive during these months Toppings Suggestions for ‘Winter’ Pizza Olives Artichokes Sundried Tomatoes Pesto Kale Onion Garlic

A Blank Canvas For You To Customize Not a pro at making pizzas? Or looking for a quick and tasty way to make pizzas? No need to worry. We have you covered. Ultimo!

Classic Cheese Pizzas have a self-rising crust and blend of exclusive cheeses to create an authentic and savory flavor experience. Show your culinary creativity and top all three sizes (7.5, 12 and 16 inch) with your own custom topping combinations. Enjoy a taste of Italian style with Ultimo! Pizzas and pizza toppings.

275727 Luigi 072332 Ultimo 021979 Ultimo 020399 Ultimo 020754 Ultimo 020490 Ultimo 020558 Ultimo 023821 Ultimo 9252023 ROMA 9252010 Luigi 072332 Luigi 072333 Luigi 9252546 Assoluti

Pepperoni Sliced 14ct Fonte Argento Supreme Pepperoni Sliced 14-16ct Supreme Pepperoni Sliced Supreme 15 Slices, Frozen Pepperoni Sliced 14-16ct Beef Topping Pepper Gold Pork Topping Hot Pepper & Sage Sausage Topping Italian Sausage Topping Italian Hand Pinched Pepperoni NJ Sliced 14ct NC Frozen Pepperoni Sliced 13ct Course Ground Beef Topping FC Frozen Pork Topping Spicy FC Frozen Sausage Topping Spicy

Food for Thought – Winter 2011/2012

Leeks Fruits Figs Pineapple Squash Mushrooms

Winter Wonderland Pizza A Roasted Butternut Squash Pie with Caramelized Onion, Gorgonzola & Crispy Fried Sage Ingredients: • Butternut Squash (Cut into 1/2” cubes) • Olive Oil • Salt & Pepper • Butter • Onion Sliced • Garlic Chopped • Sage Leaves • Mozzarella Cheese Grated • Gorgonzola or Blue Cheese Crumbled • Prepared or premade crust Directions: • Mix the butternut squash with olive oil.

• Preheat oven to 350F and roast the squash for about

30-45 minutes until tender.

• Caramelize onion on low heat with oil and butter,

about 40-60 minutes.

• Sauté sage leave for about 2-3 minutes until crispy.

• Top crust with onions, butternut squash, mozzarella cheese

and gorgonzola cheese • Bake in a 500F oven for 5-10 minutes until golden brown.

• Top with sage leaves

ROMA Foods – www.romafood.com

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RESTAURANT MARKETING TIPS:

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

Let your staff know how much you appreciate them! As great as the Holiday season can be, it also tends to be a hectic and stressful time for everyone. Be aware of their feelings and mood.

Contests are a great way to boost spirits. Idea’s include selling the most desserts, most wine sold, most after dinner drinks sold, etc. Make the prizes worthwhile. A $25-$100 bonus for each of the contest winners is a great prize. Also, consider going to neighboring restaurants and trade gift cards. They can offer your gift cards to their staff while you offer the neighboring restaurants’ gift cards to your staff!

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

PREVENT THE JANUARY SLUMP WITH THE “SECRET’ ENVELOPE SPECIAL Business in December will turn out great. But then January rolls around and cuts into all the profit you made during the previous month. Turn the typical sluggish month of January around by offering The ‘SECRET’ Envelope.

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

How it Works: 1. Between Thanksgiving and New Years Eve, give your guests a sealed envelope (preferably colored) with a prize inside.

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

Limited Time Only: The holidays are the perfect time to 3. Make sure you specify that the envelope must be unopened to offer limited time dishes on your menu focusing on seasonal redeem the prize/special. items and flavors. Limited time menu offers are advantageous as they encourage consumers to hurry in and try a new item before 4. Only one envelope may be redeemed per visit. it’s too late.

5. The curiosity of your customers wanting to know what is in Show Your Spirit: If you truly want to take advantage of their envelope will bring them back to your restaurant. the holiday season, consider decorating your establishment with some twinkling white lights, garland and a wreathe or two should 6. Add up the value of all the specials put in to the envelopes do the trick. Having a fun and festive atmosphere will let your to determine a grand total. For example, if you have 500 red diners feel more in season….and apt to try some of your new envelopes stuffed with specials valued at $10 each, on the front limited time offerings! of the envelope you can say… ‘$5000 Giveaway!’

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Food for Thought – Winter 2011/2012

ROMA Foods – www.romafood.com

Food for Thought – Winter 2011/2012

ROMA Foods – www.romafood.com

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NATIONAL FOOD HOLIDAYS Celebrate National Peanut Butter Lover’s Month With Chocolate-Peanut Butter Pizza Delight Ingredients: Butter Granulated Sugar Brown Sugar, Firmly Packed Peanut Butter Egg All Purpose Flour Baking Soda Semi Sweet Chocolate Chips

NOVEMBER

DECEMBER

JANUARY

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

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

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Preparation: • Preheat oven to 350 degrees F • Cream butter, sugar, brown sugar and peanut butter until light and fluffy.

• Beat in egg, flour, and baking soda • Stir in half of the chocolate chips • Spread the dough onto a pizza pan • Bake until lightly brown. About 20-25 min.

• Remove from oven and sprinkle with\ remaining chocolate chips.

• Drop spoonfuls of peanut butter on top.

• Serve at room temperature.

National French Fried Clam Day National Deviled Egg Day National Sandwich Day National Candy Day National Doughnut Day National Nachos Day National Bittersweet Chocolate with Almonds Day National Harvey Wallbanger Day National Scrabble Day National Vanilla Cupcake Day National Sundae Day National Pizza with the Works Day National Indian Pudding Day National Guacamole Day National Clean out your Refrigerator Day National Fast Food Day National Baking day National Vichyssoise Day National Carbonated Beverage with Caffeine Day National Peanut Butter Fudge Day National Stuffing Day National Cranberry Relish Day National Eat a Cranberry Day National Espresso Day National Parfait Day National Cake Day National Bavarian Cream Pie Day National French Toast Day National Chocolate Day National Mousse Day

Food for Thought – Winter 2011/2012

NATIONAL FRUIT CAKE MONTH NATIONAL EGG NOG MONTH

National Pie day National Fritters Day National Ice Cream Box Day National Cookie Day National Sacher Torte Day National Gazpacho Day National Cotton Candy Day National Brownie Day National Pastry Day National Lager Day National Noodle-Ring Day National Ginger Bread Day National Cocoa Day National Bouillabaisse Day National Lemon Cupcake Day National Chocolate Covered Anything Day National Maple Syrup Day National Roast Suckling Pig Day National Oatmeal Muffin Day National Sangria Day National Hamburger Day National Date Nut Bread Day National Pfeffernuesse Day National Egg Nogg Day National Pumpkin Pie Day National Candy Cane Day National Fruit Cake Day National Chocolate Candy Day National Pepper Pot Day National Bicarbonate of Soda Day National Champagne Day

NATIONAL HOT TEA MONTH NATIONAL OATMEAL MONTH NATIONAL SLOW COOKING MONTH NATIONAL SOUP MONTH National Bloody Mary Day National Cream Puff Day National Chocolate Covered Cherry Day National Spaghetti Day National Whipped Cream Day National Bean Day National Tempura Day National English Toffee Day National Apricot Day National Bittersweet Chocolate Day National Hot Toddy Day National Marzipan Day National Peach Melba Day National Hot Pastrami Sandwich Day National Fresh Squeeze Juice Day National Fig Newton Day National Hot Buttered Bun Day National Peking Duck Day National Popcorn Day National Butter crunch Day National Granola Bar Day National Soup Swap Day National Pie Day National Peanut Butter Day National Irish Coffee Day National Peanut Brittle Day National Chocolate Cake Day National Blueberry Pancake Day National Corn Chip Day National Croissant Day National Brandy Alexander Day ROMA Foods – www.romafood.com

Food for Thought – Winter 2011/2012

ROMA Foods – www.romafood.com

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When Our Customers Do Well…

We All Do Well…

www.RomaFood.com • 1-800-967-ROMA

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

16639 Gale Ave City of Industry, CA 91745 of Southern California

www.RomaFood.com