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Chef Rethinks Restaurant Concept in Down Economy

The current economy presents challenging times for the restaurant business. Chef passions, visions, and livelihoods have or could be changed based on the actual dollars being spent dining out. I can say, first hand, I've had to reevaluate how I do business.

Restaurant Culinary Management

I have spent 15 years working in fine dining and it seems that these restaurants are becoming "special occasion" places. If my only business is "special occasions," I won't be in business long. So I asked myself, "What do customers want now?" The answer: the quality of fine dining food with the comforts of home, at a reasonable price. So, I had to reevaluate my own restaurant, which was due to open this winter. The harsh reality--chefs want to make money and be creatively satisfied.

Use the Magical Restaurant Pyramid

A mentor once told me there is a magical pyramid that restaurateurs often overlook because of egos and passions:

  • The bottom tier (largest) is fast food; something that everyone can afford
  • The 2nd largest tier is casual chain restaurants
  • The 3rd tier is casual to upscale casual dining
  • The top tier (the most narrow) is fine dining restaurants

As you rise through the tiers, the demographic shrinks. To be successful, the industry needs to be where the consumers are. As a chef or restaurateur, you always need to be able to adjust through the pyramid as the economy and eating patterns change.

Provide High Integrity & Quality at a Lower Cost

Culinary and restaurant success starts with the integrity of the product; don't reinvent the wheel. Be simple, but perfect! Who doesn't love perfectly cooked comfort food? As the chef, however, you can throw in your own twist. Take basic roasted chicken. How often have you heard people rave about that perfect chicken dish they had at a fine dining restaurant that was so moist and juicy, full of flavor, and raised locally? Why not deliver that same chicken with some hand-cut pommes frites and a great aioli for $18.

Fine dining prices are high because of overhead--the finish out, number of employees, management, sommelier, expensive linens, and wine inventory. The same roasted chicken now has a price tag of $28 dollars to pay the overhead. Deliver the quality without all of the frills. Go back to the basics. Keep your overhead down and wine prices affordable by seeking out boutique vineyards.

Your Restaurant Should Tell a Story

A chef I know put his entire front-of-house team in jeans and button down sweaters. He placed huge framed photos of his grandfather, father, and his son throughout the restaurant. He is telling you a subtle story and you feel comfortable. Before you know it, you are spending your money on tasty food and creative cocktails. He understands the emotions that people are feeling during this economic downturn. He sends his customers home with a story; they'll probably be back. I applaud his genius!

Remember what great cuisine really is. It's not about the flash--foie gras and truffles--but the integrity of the product and the preparation. It is about the great foods we all grew up with--taken to the next level. It is also about supporting your local farmers and ranchers; it all helps tie into a great story your customers can tell their friends. If you deliver a 4 star experience at a 3 star price, you can have a successful restaurant that will survive hard times.

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            5 Program(s) Found
            • Alumni have appeared in reality competition shows such as Top Chef and Project Runway.
            • Has a team of about 4,000 faculty members focused on helping students tap opportunities in a marketplace driven by ideas.
            • Offers programs in design, media arts, fashion, and culinary.
            • Provides program coordinators who work with students to ensure they have the learning materials, assignments, facilities, and faculty to get the most out of the program.
            • Over 50 campus locations nationwide.
            Good for Working Adults
            • Flexible Scheduling
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            • Ranked among the Best Online Bachelor’s Programs in 2015 by U.S. News and World Report.
            • Lets undergrad students try classes before paying any tuition.
            • Has an average class sizes of 18 for undergraduate and 13 for graduate-level courses.
            • Offers numerous scholarship opportunities that can help students save up to $750 per term on their tuition.
            • Tends to educate degree-seeking online and campus-based students who are adult learners with families and students who work while pursuing higher education.
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            • Received the 2015 and 2013 “Cooking School of the Year” Award of Excellence from the International Association of Culinary Professionals (IACP).
            • Accredited by the Accrediting Commission of Career Schools and Colleges (ACCSC).
            • Externship opportunities are available at numerous famous New York City restaurants.
            • Campus is located near downtown Manhattan, within walking distance of many popular attractions such as the Radio City Music Hall.
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            Sullivan University is a private institution of higher learning dedicated to providing educational enrichment opportunities for the intellectual, social and professional development of its students. The institution offers career-focused curricula with increasing rigor from the certificate through diploma, associate, bachelor’s, master’s and doctoral degree levels. Throughout those curricula, the university seeks to promote the development of critical thinking, effective verbal and written communication, computer literacy, and teamwork as well as an appreciation for life-long learning, cultural diversity and the expression of professionalism in all activities. At the graduate level, the university also seeks to promote a culture of research.

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            L'Ecole Culinaire , Saint Louis
            • Offers educational opportunities for the aspiring, career-minded chef.
            • Students are trained by professional chefs and spend the majority of their final term working in the campus restaurant to learn all phases of the culinary industry.
            • St. Louis campus offers new Food Truck Entrepreneurship courses.
            • Has a student-run food truck that tours around St. Louis.
            • All campuses have a public restaurant where food is prepared and served by students.
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