MAY 2015
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FIND IT ALL AT FOODBIZ MENU MAGIC Making the most of your winter menu
Reuben Riffel: How his winning collaborations work
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PUBLISHER AND EDITOR-IN-CHIEF Hilary Ward 082 330 1981 hilary@rbmag.co.za
post office).
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We have also heeded the
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clamour from both readers and ad-
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from quarterly back to monthly—
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Well done to the SACA Academy of Chefs and Young Chefs Club who raised R200 000 for survivors of the Nepal earthquakes, at a fundraising dinner held at Thava restaurant, in response to an appeal for help from World Chefs Without Borders.
restaurants 4
restaurants
6
cover story
10 make your menu work this winter 16 pairing beer and food 18 enter your chef to win amazing prizes
ON THE COVER: Reuben Riffel of Reuben’s at the One&Only Cape
THE OPEN DOOR RESTAURANT
Dining spaces include a
is the latest venture by Neil
central bar, lunch and break-
Grant and Barry Engelbrecht
fast room leading to a deck, a
of Burrata and Bocca fame,
dining room with banqueHe
now open at Constantia Uitsig.
sea4ng,
a
private
dining
Town hotel.
BELOW, RIGHT: Execu,ve chef Annemarie Steenkamp of the new Open Door restaurant at Constan,a Uitsig. BELOW, LEFT: Lemonbu1er poached crayfish tail on the menu at the Open Door.
The existing restaurant
room, and a communal kitch-
was revamped by Inhouse Ar-
en table open to the kitchen.
chitects to offer several dining
The style of cuisine is
areas, with menus that will
described as modern con-
cater for all palates and appe-
temporary, with a café style
tites, under executive chef
menu by day, and more so-
Annemarie Steenkamp.
phis4cated fare aJer dark.
R
Reuben Riffel is a household name, a celebrity chef and restaurateur, whose brand aHracts a loyal following of diners who enjoy good food
RIFFEL
and wine, but are also looking for interes4ng experiences and entertainment. Far from hogging the limelight, Riffel has grown his personal brand, and restaurant brand—Reuben’s at the One&Only Cape Town—over the years, by a series of collabora4ons with other chefs, restaurateurs, celebri4es and sommeliers. And customers are loving the food theatre experience. One of the reasons promo4ons like this work so well, is that they prompt customers to book seats for a specific event on a specific date—rather than wai4ng for customers to decide they want to eat out on any random night. If you want to fill your restaurant on a Wednesday night, for example –then something like the five-course wine-and-food pairings held at Reuben’s on the last Wednesday of every month could do the trick.
Much of the secret to su
is getting feet in the do So how do upper-en
dependent on healthy to
regular customers—e
The answer is: constan restaurant can adapt
THE ONE&ONLY FORMULA
L & CO.
GREAT BRANDING Reuben Riffel is not just a celebrity chef, but
uccessful restaurateuring
a household name and a brand. Building promo4ons around a brand name helps cut
oor and bums on seats. nd restaurants—often
through the cluHer. The brand might be your chef, the restaurant owner, or the restaurant.
ourism numbers—attract
PROMOTIONS THAT WORK
even in low season?
One&Only has spent years building a pro-
nt promotions, that any to their own business.
gramme of promo4ons that work, and that keep customers coming back year aJer year. These include: 1. Seasonal menu promo4ons; 2. Wine promo4ons with local estates; 3. Speaker evenings that include dinner in the price at around R295 to R395 a head; 4. Collabora4ons with other celebrity chefs; 5. Special occasions, such as Mother’s Day, Easter, and school holidays.
RIFFEL & CO. continued...
SUCCESSFUL PROMOTIONS
and luxury market, where the perceived value of the promo4on is not the absolute price of
KNOW YOUR CUSTOMERS
the event, but the added value it offers. If one
The programme of promo4ons at Rueben's
expects to pay R300 for a meal with wine, then
One&Only is based on the understanding that
including entertainment such as a speaker of
their upmarket customer base are well-heeled
celebrity chef demonstra4on enhances the
and well-travelled, and seek out different din-
perceived value. Instead of just a meal, cus-
ing experiences that include cultural enrich-
tomers are geSng a night out on the town
ment, status and celebrity.
worth talking about.
Market the experience—not just the food, or the price. Use imagery like: ‘tap into authentic food trends; escape the winter chill; spoil mom on Mother’s Day; lazy Sunday lunches; keep the kids busy while you relax; learn to cook with a celebrity chef…’
For other restaurants, the desired experience
MARKET PROMOTIONS EFFECTIVELY
may be very different. Family restaurants for
An establishment like One&Only clearly has a
example, would base promo4ons on an experi-
large budget for promo4ons. But you can do a
ence the whole family can enjoy. What will en-
lot on a smaller budget. Use public rela4ons
4ce your customers out of the comfort of their
effec4vely to get affordable publicity; take
own homes – live music, stand-up comedy,
good photographs of your chef, interiors and
wine tas4ng, flair bartending, pop-up promo-
food, and post them on Facebook, TwiHer and
4ons, special occasions…?
Instagram. Become known for something – Rocomama’s is known for best urban burgers;
PRICE PROMOTIONS CORRECTLY
Trieste in Greenside is known for best ice-
Pricing is the key to successful promo4ons.
cream and gnocchi Fridays; Café del Sol built
Everyone loves a good bargain, but some cus-
word-of-mouth by offering tradi4onal Italian
tomers are much more price sensi4ve than
hospitality, but reinven4ng Italian classics as
others. One&Only caters for the upper end
fine-dining in a sophis4cated café seSng.
The Reuben Invites 2015 series of chef collabora,ons includes Tanya Kruger and the team at Makaron restaurant (above); and globetro:ng chef and TV personality Jenny Morris, with Vikash Coonjan, head chef at Prime, One&Only Le Saint Géran (below).
Previous page, bo om right: Rueben Riffel with sommelier Luvo Ntezo and One&Only brand ambassador, Aubrey Ngcungama, hosts of a regular five-course wine-and-food pairing promo,on held at Reuben’s One&Only on the last Wednesday of every month. Previous page, middle: Execu,ve chef Darren Badenhorst of The Restaurant at Grande Provence, in collabora,on with Reuben. Previous page, le$: A winter menu promo,on with chef de cuisine, Victoria Sto1.
EVERY WINTER WE ARE BLOWN AWAY
E
Ignore this principle at your peril, for it is
by the crea4vity and sheer ar4stry of the
what allows successful restaurants to care-
winter menus released by South Africa’s res-
fully manage food costs and stock control.
taurants. Summer menus are brilliant too,
Menus that read like encyclopaedias
but there is an extra effort that goes into
are old-fashioned and inefficient. You really
winter menus that speaks to the need to re-
can’t be everything to everyone, and s4ll
ally entice diners to brave the cold, and leave
hope to offer the best quality food. When
the comfort of their homes to enjoy the
there are too many choices on the menu,
warmth of a restaurant, and its irresistibly
restaurants are forced to resort to too
comforting offerings.
many frozen, pre-prepared and conven-
A significant feature of modern restaurant menus—whether a fast food franchise
ience foods—or suffer wastage from expired stock.
or fine-dining restaurant—is that they are
Careful “menu engineering ” also en-
carefully edited to offer a range of choice
sures that the menu can be updated sea-
within a compact framework.
sonally—an important part of reinvigora4ng the food offering, keeping up with trends, and exci4ng customers. Plus, it is essential to know what category menu item occupy, to ensure profitability: 1.
THE STARS: These are items that are
By Hilary Ward
both bestsellers and highly profitable; 2.
THE LOSS LEADERS: These are dishes that customers love and order regular-
ly, but they are not necessarily the most profitable items on the menu. 3.
THE RELIABLES: Steady earners, these menu items earn their keep reliably.
4.
THE PRIMA DONNAS: Highly profitable, but only rarely ordered, are these items worth the trouble?
5.
THE DOGS: Why are these even on the menu? They are rarely ordered, and make only marginal profit.
PHOTOS: OPPOSITE PAGE, TOP LEFT: Gibson's Gourmet Burgers & Ribs has introduced Red-Hot Dogs; Rolls Royce Burgers; 40 Decadently-Divine Gourmet Shakes; and To-Die-For Belgian Beer Waffles, together with Monday and Wednesday Specials.
WINTER IS THE TIME TO BE WOWED BY THE FANTASTIC MENUS COMING OUT OF SOUTH AFRICA’S RESTAURANT KITCHENS. TAKE INSPIRATION, AND ENTICE YOUR CUSTOMERS OUT OF THEIR HOMES WITH
OPPOSITE PAGE, BOTTOM LEFT: Doppio Zero keeps it fresh and light for breakfast, with a new Grapefruit and Poached Pear fruit salad, made with a warming staranise infused syrup, and topped with Greek yoghurt and cinnamon-sugared flaked almonds.
IRRESISTIBLE WINTER WARMERS AND MENU IDEAS LIKE THESE.
Menu Magic at Mondiall MONDIALL CHEF RIAAN BURGER COMBINES winter textures, colours and flavours masterfully—to create a feast for the eyes and palate. A roast red beetroot and radish salad adds crunch and a pop of colour. A Guinness chocolate pie is dark, rich and velvety. The menu is welcoming, but so are the ambience and facili4es, with a new fireplace recently installed, lounge chairs and free high-speed fibre-op4c WiFi. The idea is for locals and regulars to make Mondiall a “home-away-from-home” and surrogate office, for every occasion from a business mee4ng over lunch, to an aJernoon of work over coffee and snacks, to family weekend brunch. “The idea is for Mondiall to be a busy, buzzing lifestyle hub for residents, locals and visitors,” says Burger. The brasserie-style dining formula remains, but with a whole new winter By Hilary Ward
menu, including classic signature dishes like Steak Tartare (R88), French Onion Soup (R72) and Coq au Vin (R190).
The
Mondiall’s Roast Beetroot and Cauliflower Salad may be the most beau,ful and temp,ng winter salad ever. With hear,er winter dishes by execu,ve chef Riaan Burger (above), such as the classic Coq Au Vin, Seafood Riso1o and Chocolate and Guinness Pudding, the menu is balanced by a masterful combina,on of texture, flavour and colour.
Winter Favourites ●
Beetroot, cauliflower, sweet potato and root vegetables are the star’s of this season’s winter menus in various guises: as salads, roast vegetables, in risoHos, etc.
●
Hearty roasts, like lamb shanks, roast lamb, roast beef, pork belly, etc.
●
Local is Lekker
With everyone Ban4ng, meat is a staple on this season’s menus, in stews, casse-
●
●
roles, goulash. Everyone is serving Coq
EXECUTIVE CHEF AND PASSIONATE LOCAVORE,
Au Vin and other classics.
Frans Groenewald of Gabriëlskloof restaurant
Carbs on not neglected either though,
in the Overberg is “steering clear of bite-size
with luscious risoHos featuring oJen, as
plated art” this winter, and embracing the res-
well as crunchy roast potatoes.
taurant’s country roots with rus4c dishes
Sunday brunches are hot, hot, hot, as
cooked from the heart to feed the appe4te
well as Sunday aJernoon tea.
and soul.
●
Soups are a must
His signature slow roasted Bot River Leg of
on the winter menu
Lamb is served with warm slaphakskeentjies
too—and there are no
(pickled onions), then there’s drunk Elgin Free
limits to the possibili4es
Range Coq au Vin with green farm olives, or
in terms of flavours, in-
crispy Anysbos Pork Belly, sourced from Oom
gredients and styles.
Johan’s neighbouring farm, served with
Southern Sun’s bo1omless bu1ernut soup
Hemel-en-Aarde Wheat & Pumpkin RisoHo.
Denis da Silva and Anton Erasmus of SAB Trade Brewers share their quick guide to pairing some of South Africa’s favourite beers with the foods and flavours that bring out the best of both. Wine, it is said, accompanies food well, but
W
HANSA PILSENER
beer complements foods. Beer has many
Characteris)cs:
different flavours and textures that pair
Hansa Pilsener is described as “refreshing
with a large variety of food – more so than
and crisp.” Light on the palate, with a dis-
other beverages, including wine.
4nc4ve aroma of the Saaz hop, it has a crisp, green, grassy aroma.
CASTLE LAGER Characteris)cs:
Best paired with: Mild flavours and seafood
Known for its balance between dry and
Pilseners are medium bodied and pair well
biHer, Castle Lager is described as “thirst-
with lightly-spiced dishes, flavoured with
quenching, flavoursome and balanced.” The
herbs rather than powerful flavours, such
flavour profile is “somewhat dry, somewhat
as: herby white fish; crisp green salads
biHer, never sweet.” It is mildly hoppy with
with cream dressing; broccoli; fried Cam-
a gentle lingering biHerness.
embert in phyllo pastry.
Best paired with: Meat
CASTLE LITE
Robust and full-bodied, Castle Lager can
Characteris)cs:
stand up to a variety of meats, provided the
Castle Lite is described as “ice-cold, lite
sauce is not too overpowering – especially
and premium.” It has a hoppy aroma with a
braai meats, such as boerewors, grilled sirloin
green, grassy note, as well as lightness and
or anything cooked over hot coals and open
less body. It is clean with a sharp crispness
flame. It pairs well with mild curries only.
and a smooth, refreshing taste.
Best paired with: Mild flavours and seafood Lower levels of biHerness and a cleaner, crisper beer that plates well with light flavours, such as: green salads, because of its coarse, crisp mouthfeel and green aromas; light seafood; pastas and salads.
CARLING BLACK LABEL Characteris)cs: Carling Black Label is described as “intrinsic, full-bodied, and full-flavoured with a fruity aroma.” It is a strong, easydrinking beer with low biHerness.
Best paired with: big food flavours Carling Black Label goes well with hot curries because of its low biHerness. It is full
has a smooth mouthfeel with no lingering
bodied enough to stand against bigger
biHerness and subtle hop flavours.
flavours food without geSng lost. The perceived sweetness and fruity characteris-
Best with: hot curries and so5 cheeses
4cs also complement pork belly with a
The Miller’s process of cold-filtering the
sweet glaze; and sweet-and-sour s4r fries.
beer four 4mes results in a fresher-tas4ng beer, as if straight from the tap. It goes well
MILLER GENUINE DRAUGHT
with: hot curries – serve ice-cold as an ex-
Characteris)cs:
cellent “fire blanket”; and with soJ cheeses
Miller is described as “fresh from the tap,
like Brie and gorgonzola; as well as spicy,
smooth, lightly-fruity and slightly sweet.” It
chilli-flavoured foods like Mexican.
Win a master mentor and amazing prizes for your chef
R
RESTAURATEURS AROUND THE COUNTRY are
To qualify, young
called to nominate their young chefs for the
chefs must be un-
Unilever Food Solutions Master Your Passion:
der 25, have a
The Mentorship Movement competition.
minimum of three
Great prizes are up for grabs, and it’s a
years in the industry,
fantas4c opportunity for young chefs to
and be nominated by a head chef or em-
spend 4me with a mentor, and take part in
ployer, with a leHer of mo4va4on.
a 4me-trial cook-off.
The nominated chef could win an in-
“Mastering 4me in the kitchen is
terna4onal culinary experience to London
about maintaining control of all aspects of
worth R50 000, while the nomina4ng head
the food prepara4on process at all 4mes,”
chef stands to win a South African weekend
says Michel Mellis, MD of Unilever Food
getaway to the value of R10 000.
Solu4ons in South Africa. Last year’s winner, Kerwin Buckley,
Entries are open for nomina4ons un4l August 31. The mentoring sessions will take
with mentor Dion Vengatass
place between September 30 and 1 and
of the Mount Nelson Hotel)
the finals will take place on October 29 in Johannesburg. Having learned the personal 4ps and secrets on mastering 4me in a professional kitchen from their mentors, the 2015 finalists will be challenged to beat the clock in a mystery basket challenge. To nominate your young chef, visit www.unileverfoodsolu4ons.co.za, select the Concepts & Promo4ons tab, and click on Masters of Time, where you will find all the informa4on you need, as well as the