ROMA: Food for Thought - Winter 09/10

WINTER 2009/2010

BY ROMA OF SOUTHERN CALIFORNIA

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THE VP OF SALES

Welcome! to the ďŹ rst edition of Food for Thought.

Tina Patel, Roma’s Marketing Specialist, has spent countless hours visiting customers, talking to all of us, talking to customers, writing and re-writing, taking pictures, etc. Tina has done this because she is trying to get a message across to those of you who know us and to those of you who are just being introduced to us. The message is quite simple; We are Roma. The message is simple because that is who we are. The message gets simpler when you understand what our goal is:

This magazine is one more way to get the message of ROMA to our friends and customers. We are sure you will enjoy the ideas and stories we share.

Thank you for giving us the opportunity to be a part of your business and we appreciate the fact that you are part of the ROMA family.

Ciao, Dennis Tye

s 4O GET YOU THE PRODUCT YOU ORDERED s 4O GET IT THERE AT THE AGREED UPON PRICE IN GOOD CONDITION s 4O GET IT THERE AT THE AGREED UPON TIME It takes over 240 people to get that done every day. From our warehouse personnel receiving the product, inventory control maintaining it and our transportation department delivering.

From our procurement and merchandising department making sure we have enough products to ďŹ ll your needs. Our credit department assists our customers in making sure their account is intact and prepared for the next delivery. And our sales department that takes the sales management message to the streets.

It takes 240 people dedicated to a common goal to take care of the most important thing we have, OUR CUSTOMER. We tend to exemplify the way our company was started, a family operation that opened the doors of ROMA over 50 years ago with innovative products that the customers loved. As we continue to grow we continue to stress the quality of the products we sell.

We listen to our customers’ concerns and adjust accordingly to their needs.

In the future we will feature many of our restaurants and friends in this magazine. We will showcase cost saving ideas that can help you and your restaurant maintain the quality that is so important to you while surviving in this market place. We will have feature pieces on departments and individuals within the ROMA family so you can get to know us a little better. &OOD FOR 4HOUGHT n Winter 2009/2010

6ICE 0RESIDENT OF 3ALES

2OMA OF 3OUTHERN #ALIFORNIA

CONTENTS 04

Fresh Produce Know How

05

Cooking With Winter Ingredients

06

Restaurant Spotlight Arrivederci SeĂąor Baja

08

Featured Restauranteur: Panini CafĂŠ

10

Cheese Please

12

Endless Possibilities: Adding Sandwiches to Your Menu

14

Meet the ROMA Team ROMA Foods – www.romafood.com

03

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KNOW HOW

Proper refrigeration is critical in maintaining fresh produce quality and reducing shrink.

PRODUCE TEMPERATURE GUIDE DRY STORAGE

45ยบ-43ยบ F

42ยบ-40ยบ F

39ยบ-37ยบ F

36ยบ-34ยบ F

Potatoes Tomatoes Onions

Cucumber Eggplant Lemon Lime Green Bell Peppers Tomatillos

Avocados

Spinach Cauli๏ฌ ower Green Onions

Lettuce Celery Carrots

(OLD IN $RY 3TORAGE FOR 2IPENING

Proper Handling Guide: Fresh Cut Lettuce s 3TORE )MMEDIATELY AT ย ย & OR COLDEST area away from door.

s 3TORE IN SHIPPING CARTONS s $O NOT STORE NEXT TO TOMATOES OR OTHER ITEMS THAT will cause breakdown. s $O NOT STORE UNDER ANYTHING THAT MAY DRIP ON THE product (ie, under refrigeration fans, fresh meats, etc.) s /NLY REMOVE MINIMAL AMOUNT NECESSARY FOR prepping and return unused portion to cooler ASAP.

IF PRODUCT REACHES THIS TEMPERATURE

IT WILL STAY FRESH

ย & ย # ย & ย # ย & ย # ย & ย # ย & ย # ย & ย #

4 hrs 1 day 4 days 9 days 14 days 17 days Target Zone

s +EEP PRODUCT DRY AS LONG AS POSSIBLE )F RINSING IS desired, do this as close to usage time as possible.

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ROMA Foods โ www.romafood.com

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WINTER INGREDIENTS

Although it can be difficult to predict the future of the food industry due to the economic downturn, trends indicate that diners are increasingly looking for fresh and tasty meals – they just want it at a lower price.

ROMA can help you meet consumer demands by offering you the freshest ingredients at a low price!

Below are a few ideas on how you can fit fresh menu offerings into your menu this season.

AVOCADOS: Add sliced avocados and fried tortilla strips to chicken soup seasoned with lime and chile.

Slice avocado and add to sautéed fish or chicken dishes just before serving.

CABBAGE: Stuff cabbage leaves with ground beef or pork, rice, raisins, and season with vinegar or sauerkraut. Make coleslaw with mayonnaise, vinaigrette, or other dressing. Braise red cabbage with apples, onion, and cider vinegar or with apricots and balsamic vinegar. Make minestrone with shredded Savoy cabbage and fresh shelled beans.

ONIONS: Top sandwiches, salads, or burgers with slices of red, white, or yellow sweet onion. Make pink onion pickles by soaking sliced red onions in ice water and vinegar until the onions turn pink, then drain and serve.

LEMONS: Squeeze lemon wedges over fish. Add grated lemon zest to pastry dough, cannoli filling, cheesecake, marinades, or vinaigrette. &OOD FOR 4HOUGHT n Winter 2009/2010

ROMA Foods – www.romafood.com

05

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SPOTLIGHT

ARRIVEDERCI (ILLSIDE 3AN $IEGO #!

F

ourteen years ago, the Sorrento, Italy descendant, Antonio Mostellone opened his first white tablecloth Italian restaurant known as Arrivederci. Located in Hillside, San Diego this restaurant has an authentic Italian atmosphere full of life. Diners say they keep coming back (despite always being busy) for the ambiance and great food.

The menu hosts a variety of traditional Italian dishes created by Antonio and fourteen year employee Chef Manuel. Popular items include the Pork Osso Bucco with Risotto and Scallops served with Roasted Potatoes and Vegetables. Even with the high tourism in San Diego, majority of Arrivederci’s diners are locals who come for the service and quality food. Since opening Arrivederci in 1995, Antonio has opened eight other dining establishments throughout the San Diego area and has three more on the way.

Scallops with Potatoes & Vegetables

&OOD FOR 4HOUGHT n Winter 2009/2010

Arriverdeci Chef Manuel & ROMA Area Manager Giovanna Martone

Pork Osso Bucco with Risotto

ROMA Foods – www.romafood.com

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SPOTLIGHT

SEÑOR BAJA 2ANCHO #UCAMONGA #!

O

wners of the family run business, Alfonso Orozco and Teresa Gratiane began sixteen years ago with their first location in Pomona, CA which then was known as Taconazo. Five years ago the concept began operating under the Señor Baja name. Señor Baja, is a family run operation, specializing in baja style fish and shrimp tacos. Today, the married duo run six locations throughout the San Bernardino area (which includes a brand new large 2,500 square foot facility in Rancho Cucamonga) and hope to have a dozen more in the next ten years. Currently there are twenty locations under the Señor Baja franchise.

One key factor to Alfonso and Teresa’s success can be attributed to great food and promotions. Our team at ROMA was graciously invited to celebrate their new liquor license and the five year anniversary for their Rancho Cucamonga location. This ‘fiesta’ was complete with Mariachi’s, hired models to welcome diners and raffle prizes. The Wednesday afternoon affair was a busy event with a steady flow of customers. Alfonso and Teresa say that promotions and celebrations such as this create loyal customers which equal to repeat business and word of mouth. And as all of us in this industry know, repeat business and word of mouth play a large role in the success of a business.

Fish Taco

Shrimp Cocktail

Señor Nachos

Owners Teresa Gratiane and Alfonso Orozco

Left to Right: ROMA Area Manager Jose Dingler, ROMA VP of Sales Dennis Tye and Owners Teresa Gratiane and Alfonso Orozco

Señor Baja’s ‘Raffle Giveaways’ &OOD FOR 4HOUGHT n Winter 2009/2010

ROMA Foods – www.romafood.com

07

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RESTAURAUNTEUR

-EDITERRANEAN /MELET

PANINI CAFÉ )TALIAN -EDITERRANEAN #UISINE

W

Diners of Panini Café are served meals which are health oriented, prepared with the freshest ingredients and made to order. There is only one deep fried item on Panini Café’s menu…the traditional Middle Easter dish, Falaphel. Dishes include sauces made from scratch, whole wheat pita bread, imported olive oil, low fat cheeses and top quality meats. Panini Café’s flavorful menu keeps customers coming back for more.

While enjoying a Combo Appetizer Platter at the Aliso Viejo location, several guests mentioned that they ate at Panini Café several times a week and sometimes twice in one day.

ith a menu sure to tantalize even the pickiest DINER 2ESTAURATEUR !LI +AZEMI OPERATES A concept focused on providing customers healthy meals packed with flavor and value. Panini Café first opened in 1997 off of Pacific Coast Highway in beautiful Corona Del Mar. Initially the menu consisted of their famous mouth watering, hearty and plum panini’s and an array of fresh salads. Today the concept has expanded to eight locations throughout the Southern California region with additional stores opening by Spring 2010. The menu features European and Middle Eastern inspired So what’s the key to this loyalty? Ali narrows it down dishes including pasta’s, wraps, kabob’s and breakfast to quality, value and service. In today’s economy, restaurateurs are tempted to switch to lower quality items.

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ROMA Foods – www.romafood.com

ingredients for cost savings. However, diners are looking for a good meal at a decent value. Consumers would rather pay a few dollars more for an appetizing meal and that is exactly what they get at Panini Café.

!PPETIZER #OMBO 0LATTER

MOST POPULAR MENU ITEMS Hummus Trio: Combination of traditional garbanzo, black bean and edamame, blended with olive oil, garlic and fresh lemon juice.

Mediterranean Salmon Salad: Oven roasted salmon on a bed of organic mixed greens topped with cucumber, tomatoes, red onion, olives, feta cheese, fresh tarragon and lemon

#HARBROILED #HICKEN 3HISH +ABOB

Chicken Panini (Pic): grilled chicken breast, sundried tomatoes, artichoke hearts, fontina cheese, and pesto on grilled filone.

Charbroiled Chicken Shish Kabob (Pic): Served with basmati rice, bulger wheat, skewered with grilled vegetables, and choice of Caesar, Mediterranean Greek or romaine avocado salad.

LOCATIONS Beverly Hills, Corona Del Mar (2), Downtown Los Angeles, Aliso Viejo, Glendale, Los Angeles, Irvine www.mypaninicafe.com

#HICKEN 0ANINI

ADDITIONAL PICS Appetizer Combo Platter: Combination of Homemade Mediterranean Appetizers.

Mediterranean Omelet: Feta Cheese, Spinach, Tomatoes and Greek Olives.

&OOD FOR 4HOUGHT n Winter 2009/2010

ROMA Foods – www.romafood.com

09

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PLEASE

CUSTOM BLEND CHEESES ,ET 2/-! $O 4HE 7ORK &OR 9OUx s s s s s s s

2EDUCE /N 3ITE ,ABOR #OSTS %LIMINATE 7ASTE 2EDUCE ,IABILITY #OSTS %NSURE 'REATER #ONSISTENCY -ANAGE 9IELDS 2EDUCE #LEANING 4IME 2EDUCE -AINTENANCE #OSTS

For years ROMA has been customizing cheese blends for operators through our cheese processing plant in Rice, Minnesota. We have the capabilities to manufacture over 200 custom cheese blends. You tell us how you want your cheese and we make it for you‌it couldn’t be easier! Leave the shredding, dicing and blending to your distributor so that you can focus your valuable time on the most important part of your operation‌your customers!

CHOOSE DICED OR SHREDDED Regular Shred Feather Shred Fancy Shred Diced CHOOSE THE PACK & SIZE 5lb to 15lb bags available.

CHOOSE THE CHEESE TYPE/S Whole Milk Mozzarella Low Fat Mozzarella Mozzarella Substitute Part Skim Mozzarella Fat Free Mozzarella Organic Mozzarella Cheddar 10

&OOD FOR 4HOUGHT n Winter 2009/2010

Romano Parmesan Provolone Monterey Jack Fontina American Spiced Asiago Swiss Pepper Cheese Muenster Gouda Edam Colby Brick

DID YOU KNOW s 4HERE ARE NEARLY TWO THOUSAND DIFFERENT VARIETIES OF cheese in the world. s 4HE lRST INDUSTRIAL CHEESE FACTORY OPENED IN IN Switzerland but successful large-scale production began years later in the United States around 1851.

COOKING WITH CHEESE s #HEESE DOES NOT DO WELL IN HIGH HEAT (OWEVER HARD cheeses are better at enduring high temperatures than soft cheeses. Exposing any cheese to high heat for a long period of time will cause it to curdle, toughen and separate. To avoid this, keep cheese warm over low or indirect heat. s 7HEN BROILING DISHES WITH CHEESE TOPPINGS PLACE THE PAN ABOUT TO INCHES FROM THE HEAT s #HEESE IS BEST MEASURED BY WEIGHT s OZ OF NATURAL CHEESE CUP SHREDDED s OZ OF SOFT CHEESE CUP CRUMBLED s OZ OF HARD CHEESE CUP GRATED STORING CHEESE The key to keeping unopened cheeses fresher longer is keeping them tightly wrapped or sealed to prevent exposure to air. Once the manufacturer’s packaging has been opened, follow these guidelines. s &RESH CHEESES CREAM MASCARPONE ARE HIGH IN MOISTURE which make them more perishable than ďŹ rmer cheeses. +EEP THESE TYPES OF CHEESE TIGHTLY SEALED AND COLD s 3EMI SOFT lRM AND HARD CHEESES THAT ARE WRAPPED TIGHTLY and stored in the refrigerator will stay fresh for four to eight weeks. Aged cheeses may last even longer under proper storage conditions. s 3HREDDED CHEESE SHOULD BE WRAPPED TIGHTLY AND USED within a few days. Shredded cheeses develop mold easily as they have more surface area exposed to air.

ROMA Foods – www.romafood.com

&OOD FOR 4HOUGHT n Winter 2009/2010

ROMA Foods – www.romafood.com

11

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POSSIBILITIES

The average American eats 200 sandwiches a year, totaling over 45 billion sandwiches nationally.

ADDING SANDWICHES TO YOUR MENU

traffic during lunchtime tends to be slower. Reverse this

)NCREASE 9OUR "OTTOM ,INE 7ITH 3ANDWICHES

normally thought of as a group meal and lunchtime diners

trend by offering a few cold and hot sandwiches. Pizza is often eat alone. Having sandwiches on the menu will help

I

ncorporating cold and hot sandwiches to your menu is a strategic way to strengthen your profits. Since the late 90’s, the sandwich market has grown 70% to over $120 billion, representing 25% of all foodservice sales. With food costs of roughly 35%, sandwiches are a sure fire way of increasing your bottom line.

attract those customers.

Many midscale restaurants tend to offer smaller portions of their dinner menu for lunch. Instead, offer a few items from you dinner menu and create a variety of sandwiches to satisfy the midday craze. This will help diversify your menu

during lunchtime.

The sandwich is great as there are endless potential combinations. Be creative and have a sandwich of the If you are looking for options to expand your menu month. Or have your customers send in ideas and pick one and increase revenues, consider offering sandwiches. to feature for the month. Offer the winner free sandwiches Sandwiches have become a proven way to not only attract for a period of time. customers seeking high-quality, healthier foods, but they also can produce higher gross margins, allowing you to Sandwiches give the diner options and a greater sense of choice. If you are a pizzeria operator you know that foot grow your profit stream.

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ROMA Foods – www.romafood.com

ROMA Has The Ingredients You Need!

Additional Items Are Also Available. Please Consult With 9OUR 2/-! 3ALES 0ROFESSIONAL OR #ALL

LAYERING LOGIC s $O NOT PLACE THE LETTUCE ON TOP IT CAN CAUSE THE bread to slide off. s 4RY NOT TO HAVE ANY hWETv ITEM AGAINST THE BREAD

BREAD Hoagie Rolls: 7â&#x20AC;?, 9â&#x20AC;?, 10â&#x20AC;?, 12â&#x20AC;?, 20â&#x20AC;?

Super Sub 18â&#x20AC;?

Sliced Italian Roll Sliced Philly Roll

CONDIMENTS Chipotle Mayonnaise +ETCHUP Mayonnaise Mustard Hummus

MEAT Cappicolla Corned Beef Flat Sliced Cotto Salami Genoa Salami Ham Sliced Hard Salami Mortadella Pastrami Sliced Pastrami Flat Sliced Roast Beef Sliced Turkey Sliced

CHIPS Cheetos Doritos Layâ&#x20AC;&#x2122;s Miss Vickyâ&#x20AC;&#x2122;s SunChips Stacyâ&#x20AC;&#x2122;s

SLICED CHEESE American White Cheddar Mild Monterey Jack Smoked Provolone Swiss

s -AKE SURE TO HAVE THE CHEESE NEXT TO THE BREAD this allows for better melting. s 2OMAINE LETTUCE IS GREAT FOR SANDWICHES WITH sauce; it holds the sauce better. s -AKE SURE THE BREAD IS NOT TOO CRUNCHY OVERLY toasted or too chewy; it makes sandwiches hard to eat. s "UTTER NOT ONLY TASTES GREAT BUT IT ALSO KEEPS ALL the ingredients in place and keeps the bread from getting soggy.

COOKIES Chocolate Chip Chocolate Chip w/ Raisins Macadamia Nut Peanut Butter SIDES Bean Salad Macaroni Salad Pasta Salad Potato Salad

PRODUCE Avocado Green Leaf Lettuce Iceberg Lettuce Romaine Lettuce Onions Tomatoes

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ROMA Foods â&#x20AC;&#x201C; www.romafood.com

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ROMA TEAM

RON JOHNSON 0RESIDENT

DENNIS TYE 6ICE 0RESIDENT OF 3ALES

CRAIG CUMMINGS $IRECTOR OF /PERATIONS

#REDIT $EPARTMENT

4RANSPORTATION

#USTOMER 3ERVICE

7AREHOUSE

-ERCHANDISING

)NVENTORY #ONTROL

SALES: SOUTH REGION CAMERON DAWSON $ISTRICT 3ALES -ANAGER

3OUTH 2EGION

BEN YOO 3OUTH /RANGE #OUNTY (714) 310-4112 byoo@pfgc.com

DANIELA SMITH /RANGE #OUNTY

dasmith@pfgc.com

DAVID BOBBE 3OUTH )NLAND %MPIRE

dbobbe@pfgc.com

DOUG FODOR ,A *OLLA 3AN $IEGO

dfodor@pfgc.com

JEREMY COLLINS -ISSION 6ALLEY

3AN $IEGO %L #AJON

jcollins@pfgc.com

GIOVANNA MARTONE .ORTH 3AN $IEGO #OUNTY

gmartone@pfgc.com

RICHARD MEDICKE .ORTH 3AN $IEGO

rmedicke@pfgc.com

RICK REAUME #ENTRAL 3AN $IEGO

rreaume@pfgc.com

ROB GRAVEN .ORTH 3AN $IEGO #OUNTY

rgraven@pfgc.com

SALES: NORTH REGION PAT CLARK $ISTRICT 3ALES -ANAGER

.ORTH 2EGION

AL PARONTO 3AN &ERNANDO 6ALLEY

aparonto@pfgc.com

CRAIG WALL ,AKEWOOD

,ONG "EACH

cwall@pfgc.com

ED JACOME ,OS !NGELES

ejacome@pfgc.com

JASON CLAPP 3OUTH "AY

jclapp@pfgc.com

JERRY MAZUR .ORTH 3AN &ERNANDO 6ALLEY 6ENTURA

jmazur@pfgc.com

JIM LORETO )NLAND %MPIRE (909) 382-1013 jloreto@pfgc.com

JOSE DINGLER -EXICAN 3EGMENT (909) 702-3111 jdingler@pfgc.com

KIM MILLER ,AS 6EGAS

kmiller@pfgc.com

MICHAEL GUZMAN 7HITTER ,A (ABRA

mguzman@pfgc.com

RAY ROSS ,AS 6EGAS

rross@pfgc.com

ROBERT HAWKEY 7EST ,OS !NGELES (310) 497-3308 rhawkey@pfgc.com

ZACH WALTER 3AN 'ABRIEL 6ALLEY (951) 218-8182 zwalter@pfgc.com 14

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ROMA Foods – www.romafood.com