Grace Reynolds

What Is Restaurant Psychology (And How Successful Restaurants Use It)

CRaux — Tue, 22 May 2018 11:37:37 +0000

What Is Restaurant Psychology (And How Successful Restaurants Use It) CRaux Tue, 05/22/2018 - 07:37 /sites/default/files/styles/width_1400/public/content/blog-article/header-image/roman-kraft-156096-unsplash.jpg.webp?itok=Al0auo4S Roman Kraft Life as a �� Management Student May 22, 2018

By Grace Reynolds

In our Restaurant & �� Management classes, we've covered topics ranging from menu planning and finding a location to restaurant finances and branding. What's more, it seems like we're meeting a new food entrepreneur each time we come to class!

Visits from the innovators at Chipotle and Sixpoint Brewery and field trips to Daniel and Blue Smoke have been a few of the highlights. The end result is information and networking overload. While that might sound intimidating, it's actually the intellectual equivalent of stuffing yourself on Thanksgiving: though you can barely fit another bite, you keep on eating — or in this case, learning — because it's that good.

While we've covered a wide range of subjects, my favorite thus far has been restaurant psychology. I've always been fascinated by human psychology — though honestly, who isn't? Understanding how it transforms the dining experience, however, is particularly eye opening. Think you chose that filet mignon of your own free will? Think again. From interior design to menu item placement, successful restaurants use psychology to influence customers' perceptions and decisions.

Here are some of my favorite lessons:

Interior Design

As most savvy restaurateurs are aware, color has a huge effect on appetite. For example, did you know that red, yellow and orange are all appetite stimulants? Conversely, blue and green are an appetite suppressant (Though, bar owners should note — blue tends to be a thirst stimulant.) So if you're thinking of painting the walls of your steakhouse a pale green, you may want to reconsider. These seemingly trivial decisions can significantly affect a restaurant’s profits.

Photo credit: Basheer Tome

Menu Layout

Have you ever wondered why most menus are designed in a similar fashion? Research has shown that the human eye processes information written on a book-style menu in a specific order. When you open a menu, your eye immediately moves to the top right.

Then, in what is referred to as an "eye-bounce," your gaze shifts to the middle of page, then the top left, followed by the bottom left, back to the top right, and finally, down to the bottom right. In other words, the top right corner is prime real estate, as the only menu quadrant your eye automatically bounces to twice.

Conversely, the menu's bottom right corner is the least profitable spot, as it’s the last place your eye bounces. This is why we so often find a restaurant's most expensive dish — for example, a raw bar platter or lavish entrée — placed in the top right of the menu.

Inexpensive vegetable sides, however, are most often placed on the bottom right.

Strategic Pricing

Two other tricks menu designers employ are boxing and bolding. These two techniques are designed to draw your eye to certain menu items — typically, the most expensive dish on the menu. This can serve two purposes. First, you’ll notice and hopefully order the very expensive $42 Kobe beef.

However, if you’re watching your budget, that $25 pasta dish will seem like a great deal in comparison. Obviously, the cost of ingredients for these two menu items is very different, and they are priced accordingly. But by viewing the expensive item first, you’re more likely to feel excited about your decision, no matter which dish you choose. (For a detailed look at menu layout and strategic pricing, click here.)

“Compliments of the Chef”

A round of drinks or an appetizer on the house makes you feel pretty special, right? Well, have you ever stopped to think about the motivation behind this rock star treatment? No matter how wonderful or attractive you are, the waiter isn't giving you this free food because he or she has a crush on you. Rather, it's a strategic decision.

That free appetizer may cost the restaurant $15, but it just might secure your return visit. That second visit is worth far more than a $15 plate of complementary bruschetta, but most of us fail to think of it in those terms. In fact, many restaurants have an unspoken rule: for every two drinks a customer buys, they will comp your third.

Learn more secrets of the restaurant industry

�� Student Restaurant Management Hospitality Management

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Life as a �� Management Student: A Career-Changing Move

ohoadmin — Fri, 20 May 2016 12:44:36 +0000

Life as a �� Management Student: A Career-Changing Move ohoadmin Fri, 05/20/2016 - 08:44 /sites/default/files/styles/width_1400/public/content/blog-article/header-image/MAG_0026.JPG.webp?itok=Hp9U6hR5 May 20, 2016

By Grace Reynolds

As a general rule of thumb, the anticipation of a new experience comes with a heavy dose of expectations. Be it your first trip to a foreign country, a new job or a first date, it's easy to construct a romanticized notion of “what could be” before even setting foot in the airport, office or restaurant. But how often does reality actually meet our expectations?

Even as ICE alums raved to me about their experience in the program—how it helped them reach their professional goals, changed the way they think, gave them the tools to succeed in the restaurant industry—I tried to stay pragmatic. If this program was really the professional game-changer they suggested, it would still have to prove itself to me first.

Before I continue any further, I should probably tell you a bit about myself, as you'll be hearing from me frequently over the course of the next seven months. I've always wanted to work in the food world. From the time I could spell "reservation," I've been fascinated with restaurants—whether it was eating in them, researching their history or brainstorming new business concepts. But, despite this obvious passion for the food industry, I've never wanted to be a chef.

So as I entered adulthood, I dismissed my restaurant obsession as an expensive hobby and decided I would become an anthropologist, psychologist or some other sort of “-ologist.”

It wasn't until three years ago that I realized a future in food didn't have to mean a career in the kitchen. I was a senior in college, researching graduate school opportunities, when I stumbled across the NYU Food Studies program. It was love at first Google search: I applied, got in and packed my bags for New York City. But a year into the program, it became clear to me that academia and business acumen are two entirely different beasts. In order to break into the food industry and put the knowledge I was gaining to use, I needed to learn about the business side of food. But how?

The amount of food world talent we'll be exposed to—lectures by representatives from the highly regarded Union Square Hospitality Group, visits to Michelin-starred restaurants like Daniel, discussions with food startup geniuses like the founder of Chipotle—is mind-boggling. Add to this the caliber and experience of our instructors—restaurateurs Steve Zagor, Andy Pforzheimer and Vin McCann, as well as sommelier Richard Vayda—and the knowledge my classmates and I are sure to gain is staggering.

So was I right to dampen my excitement about the ICE �� Management program? In retrospect, no! It has certainly made the rush I feel now all the more intense. Plus, it's just the beginning, right? There's still plenty of time to let my imagination run wild, knowing that this program will continue to surpass my expectations and surprise me in the process.

I'm not entirely sure what the next seven months will bring (A new job? An entrepreneurial opportunity? A business plan for my own restaurant?), but big changes are afoot—I can feel it. As we’ve already learned from the industry experts we've met, the path to success is more than a simple ascent—there’s sure to be hard work and some disappointment along the way. But like any aspiring entrepreneur, I’m ready to learn from these challenges, and the skills I learn in the �� Management program are sure to help me navigate every step of my professional journey.

Call 888-995-2433 to schedule a personal tour of ICE and learn more about our �� Management program.

�� Student Restaurant Management Hospitality Management Career

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Words from the Wise

ohoadmin — Mon, 23 Feb 2015 16:45:20 +0000

Words from the Wise ohoadmin Mon, 02/23/2015 - 11:45 /sites/default/files/styles/width_1400/public/content/blog-article/header-image/Business%20Class-003_0.jpg.webp?itok=HyagcfgT Life as a �� Management Student February 23, 2015

By Grace Reynolds

After only four months, I can’t believe I'm already halfway through the �� Management program at ICE. Yet, when I think about the ground we've covered—choosing a location, menu design, concept development, marketing, purchasing, management and finance—it seems much longer. With each passing class, my understanding of how a restaurant business operates on both a micro and macro level increases, and I know it will only continue to do so in our remaining three months.

One of the most valuable aspects of the program thus far has been the incredible guest lecturers. To be honest, we've had so many speakers from such a wide range of professional backgrounds that I’ve almost lost count! Their lectures have provided the opportunity to network with some of the top players in the industry—in fact, one of my after-class conversations with a recent speaker actually resulted in a job offer in hospitality consulting!

While every speaker has brought something new to the table, there are three in particular who made a lasting impression. Below, I'll share a bit of their backgrounds, as well as their advice on how to make it in the restaurant industry.

Douglas Zeif

Doug is an international hospitality consultant who specializes in gastronomy and concept development. In addition to consulting projects for companies like Hilton Worldwide and Darden Restaurant Group, he currently oversees global food and beverage operations for the Blackstone Group hotel assets.

His career in culinary management began at The Cheesecake Factory when it was just opening its second location, and he eventually rose to become the company’s second-in-command. In 1992, Doug took the company public, and helped grow the company into the internationally recognized brand it is today.

Of the stories Doug shared with our class, one of my favorites was how he got his start at The Cheesecake Factory. While working as the General Manager at a fine dining restaurant, he noticed that a fish entree being set in front of a diner was clearly undercooked. He immediately walked over to the table, excused himself, and explained to the diner that he felt her fish could use a few more minutes on the fire.

Would she mind if he returned with her properly cooked dish in a few minutes, entirely on the house? She said yes, he returned with her dish several moments later, and that was that—or so Doug thought. The next day, Doug got a call from the man who had been dining with that woman the previous evening. To Doug's surprise, he offered him a job on the spot.

After witnessing Doug’s attention to detail and his swift, appropriate reaction, he wanted Doug to help him open the second outpost of his restaurant, The Cheesecake Factory. Doug accepted, and the rest is history! In short, Doug’s main message was to never underestimate the power of doing your job well one hundred percent of the time. You never know who may be watching, or the opportunities that could arise, especially in such a visible environment as the hospitality industry.

Jennifer Baum

Jennifer Baum is the type of person that commands your attention and respect the moment she enters the room. A PR powerhouse, she is the founder and CEO of Bullfrog + Baum, a restaurant-focused firm based in New York City. In addition to representing some of the best restaurants in the city, including Gato, Sushi Nakazawa and Bar Americain, Bullfrog + Baum has also worked with The Four Seasons, Wolfgang Puck Worldwide and Starr Restaurants—just to name a few.

Jennifer’s central story was how she decided to strike out on her own. After getting her MBA in finance and management, she found herself in an unfulfilling job in the corporate banking world. She couldn’t ignore the strong pull she felt towards the restaurant world, so after a year at the bank, she decided to dive head first into the restaurant industry and has never looked back.

After working in the restaurant industry in various capacities for about ten years, Jennifer realized that she had the tools and the connections to start her own restaurant-focused PR firm. That was fourteen years ago. Today, Bullfrog + Baum has more than twenty-five employees, offices on both coasts, many high-profile clients and a stellar reputation in one of the fastest-paced industries in the world.

The biggest message I took away from Jennifer's talk was that you should always follow your gut, even if it's leading you to take a risk. Yes, Jennifer had a prestigious, high-paying job in the corporate world prior to starting Bullfrog + Baum, but she knew she wanted something different.

She was drawn to the restaurant industry, and she followed that voice to tremendous success. Had she held back and ignored her gut, her career in PR might never have happened (and neither would the many New York City restaurants that credit Bullfrog + Baum with their media success!). Given that many of my classmates and I are coming from professional backgrounds outside of the food industry, Jennifer’s story felt like incredible validation for our decision to follow our guts and enroll at ICE.

Shane Welch

Shane Welch is the founder and head brewer of Sixpoint Craft Ales in Red Hook, Brooklyn. Shane’s path, albeit a winding one, had one constant: a love of good beer. In college, Shane created his own mini-brewery in his basement, and began to play around with creating high-quality, small-batch brews. This led to an apprenticeship with Dean Coffey, the head brewer at Angelic Brewing Company.

After three years there, Shane set off on a backpacking trip around the world, drawing inspiration from the various ales he came across during his travels. When he returned from his time abroad, Shane wanted to translate his experiences into something tangible. This ultimately led to the birth of Sixpoint, which began in an 800-square-foot garage in Red Hook, Brooklyn in 2004.

Initially, Shane did everything: he devised the concept, took care of the brewing and selling of his beer and made deliveries. Yet his passion—not to mention his delicious brews—was contagious. Craft beer lovers started coming out of the woodwork to join Shane’s team, and Sixpoint began to grow. Today, Sixpoint is a well-known and highly respected brand.

Since 2004, the company has created hundreds of different kinds of beers and continues to be a leader in craft brewing. The most inspiring piece of Shane’s story is the magnetic power of passion. When Sixpoint started, it was a one-man show. That quickly changed, however, as like-minded beer enthusiasts tracked Shane down, attracted to his quest to create brilliant beer. It was a telling example of the advice that if you truly love and believe in what you do, you’ll attract the right people and ensure your own success.

These three speakers are only a small sample of the profound stories that have inspired my own career path to this point. As I continue to define my personal goals in the restaurant industry, I have no doubt that the lessons they shared will continue to help me persevere in the months and years to come.

Click here to learn more about inspiring guest lectures at ICE.

Chefs Business of Food Restaurant Management Hospitality Management

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Restaurant Psychology

ohoadmin — Mon, 17 Nov 2014 21:44:50 +0000

Restaurant Psychology ohoadmin Mon, 11/17/2014 - 16:44 Life as a �� Management Student November 17, 2014

By Grace Reynolds

It's been a busy five weeks since my first blog post. In class, we've covered topics ranging from menu planning and finding a location to restaurant finances and branding. What's more, it seems like we're meeting a new food entrepreneur each time we come to class!

Visits from the innovators at Chipotle and Sixpoint Brewery and field trips to Daniel and Blue Smoke have been a few of the highlights. The end result is information and networking overload. While that might sound intimidating, it's actually the intellectual equivalent of stuffing yourself on Thanksgiving: though you can barely fit another bite, you keep on eating—or in this case, learning—because it's that good.

Shane Welch from Sixpoint shares expert beverage insights with ICE students.

While we've covered a wide range of subjects, my favorite thus far has been restaurant psychology. I've always been fascinated by human psychology—though honestly, who isn't? Understanding how it transforms the dining experience, however, is particularly eye opening. Think you chose that filet mignon of your own free will? Think again. From interior design to menu item placement, successful restaurants use psychology to influence customers' perceptions and decisions.

Here are some of my favorite lessons:

Interior Design

As most savvy restaurateurs are aware, color has a huge effect on appetite. For example, did you know that red, yellow and orange are all appetite stimulants? Conversely, blue and green are an appetite suppressant (Though, bar owners should note—blue tends to be a thirst stimulant.) So if you're thinking of painting the walls of your steakhouse a pale green, you may want to reconsider. These seemingly trivial decisions can significantly affect a restaurant’s profits.

Blue and green make calming decor for a lobby, but aren't the best choices to stoke the appetite.[/caption]

Menu Layout

Conversely, the menu's bottom right corner is the least profitable spot, as it’s the last place your eye bounces. This is why we so often find a restaurant's most expensive dish—for example, a raw bar platter or lavish entrée—placed in the top right of the menu.

Inexpensive vegetable sides, however, are most often placed on the bottom right.

Photo Credit: Basheer Tome

Strategic Pricing

Two other tricks menu designers employ are boxing and bolding. These two techniques are designed to draw your eye to certain menu items—typically, the most expensive dish on the menu. This can serve two purposes. First, you’ll notice and hopefully order the very expensive $42 Kobe beef.

“Compliments of the Chef”

Curious to learn more secrets of the restaurant industry? Click here for more information about ICE’s �� Management program.

Restaurant Management Hospitality Management �� Student

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Life as a �� Management Student: A Professional Game-Changer?

ohoadmin — Mon, 13 Oct 2014 20:26:23 +0000

Life as a �� Management Student: A Professional Game-Changer? ohoadmin Mon, 10/13/2014 - 16:26 /sites/default/files/styles/width_1400/public/content/blog-article/header-image/Restaurant-Consulting-Empire-State.jpg.webp?itok=BHlqjsis October 13, 2014

By Grace Reynolds

Personally, I try not to get too excited about new opportunities. My optimistic daydreams have resulted in disappointment on many occasions, some worse than others. So in the days leading up to September 29th (my first day in ICE's �� Management program), I made every effort to keep my expectations in check. Even as ICE alums raved to me about their experience in the program—how it helped them reach their professional goals, changed the way they think, gave them the tools to succeed in the restaurant industry—I tried to stay pragmatic. If this program was really the professional game-changer they suggested, it would still have to prove itself to me first.

Before I continue any further, I should probably tell you a bit about myself (seeing as you'll be hearing from me frequently over the course of the next seven months). I've always wanted to work in the food world. From the time I could spell "reservation," I've been fascinated with restaurants—whether it was eating in them, researching their history, or brainstorming new business concepts. But, despite this obvious passion for the food industry, I've never wanted to be a chef. So as I entered adulthood, I dismissed my restaurant obsession as an expensive hobby and decided I would become an anthropologist, psychologist or some other sort of “-ologist.”

It wasn't until three years ago that I realized a future in food didn't have to mean a career in the kitchen. I was a senior in college, researching graduate school opportunities, when I stumbled across the NYU Food Studies program. It was love at first Google search; I applied, got in and packed my bags for New York City. But a year into the program, it became clear to me that academia and business acumen are two entirely different beasts. In order to break into the food industry and put the knowledge I was gaining to use, I needed to learn about the business side of food. But how?

A year later, I'm six classes into the ICE �� Management curriculum and I can say with complete confidence that enrolling in this program is the best professional decision I've made to date. We've already covered topics like entrepreneurial opportunities in food, finding a good location for your business, menu development, food cost percentages, and promising food trends—and it's only been two weeks! The amount of food world talent we'll be exposed to— lectures by representatives from the highly regarded Union Square Hospitality Group, visits to Michelin-starred restaurants like Daniel, discussions with food start-up geniuses like the founder of Chipotle— is mind-boggling. Add to this the caliber and experience of our instructors—restaurateurs Steve Zagor, Andy Pforzheimer and Vin McCann, as well as sommelier Richard Vayda—and the knowledge my classmates and I are sure to gain is staggering.

So was I right to dampen my excitement about the ICE �� Management program? In retrospect, no! Yet it has certainly made the rush I feel now all the more intense. Plus, it's just the beginning, right? There's still plenty of time to let my imagination run wild, knowing that this program will continue to surpass my expectations and surprise me in the process.

Call 888-995-2433 to schedule a personal tour of ICE and learn more about our �� Management program.

�� Education Business of Food Restaurant Management Hospitality Management

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Recipe: Snow-Based Cocktails

ohoadmin — Fri, 21 Feb 2014 19:02:50 +0000

Recipe: Snow-Based Cocktails ohoadmin Fri, 02/21/2014 - 14:02 /sites/default/files/styles/width_1400/public/content/blog-article/header-image/Recipe-%20Snow-Based%20Cocktails_1400x680.jpg.webp?itok=9tO_cKwu February 21, 2014

By Grace Reynolds

It's been a long winter, and most of us have lost our enthusiasm for the snow. To make the last stretch before spring a little more bearable, we asked ICE Chef Instructor Jenny McCoy to share some of her signature snow cocktail recipes. Armed with these recipes, you might actually find yourself eager for the next snowfall.

Courtesy of www.drinkinginamerica.com

Cold Toddy

Serves 4

Ingredients

4 tablespoons mild honey
4 tablespoons hot water
1/2 cup bourbon, chilled
3 tablespoons freshly squeezed lemon juice, frozen
2 cups snow
4 cinnamon sticks

Instructions

Place 1 cinnamon stick in each of four glasses. Pour 1 tablespoon honey and 1 tablespoon hot water in each of the glasses, and stir with cinnamon stick until dissolved.
Combine bourbon and lemon juice and stir to combine and divide among glasses. Top with snow and stir with cinnamon stick just to combine. Serve immediately.

Easy Margarita

Serves 4

Ingredients

Kosher salt, for rimming glass
1 cup freshly squeezed lime juice, frozen
1 cup tequila blanco (100% agave silver), chilled
1/4 cup Cointreau, chilled
4 cup snow
4 Lime wedges, to garnish

Instructions

Dip rim of 4 glasses in water, then dip in salt to rim. Stir lime juice, tequila, and Cointreau in glass top with snow, and stir just to combine. Divide among glasses, garnish with lime wedge, and serve immediately.

Strawberry-Mint Daquiri

Serves 4

Ingredients

20 large frozen strawberries
2 large sprig mint, stem removed
2 ounces freshly squeezed lime juice, frozen
8 ounces light rum, chilled
3 tablespoons superfine sugar
4 cups snow
Mint sprig to garnish

Instructions

Combine strawberries, mint leaves, lime juice, rum, and sugar in blender and puree until slushy. Pour into large glass, top with snow, and stir just to combine. Divide among 4 glasses, garnish with mint sprig, Serve immediately.

Piña Colada

Serves 4

Ingredients

2 cups frozen pineapple chunks
3/4 cup cream of coconut, chilled
1 cup light rum, chilled
4 cups snow
4 fresh pineapple spears, for garnish

Instructions

Combine pineapple, cream of coconut, rum, and sugar in blender and puree until slushy. Pour into 4 large glasses, top with snow, and stir just to combine. Garnish with pineapple spear and serve immediately.

Recipe Drinks Mixology Winter

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Recipe steps

Cold Toddy;
Step 1 - Place 1 cinnamon stick in each of four glasses;

Step 2 - Pour 1 tablespoon honey and 1 tablespoon hot water in each of the glasses, and stir with cinnamon stick until dissolved;

Step 3 - Combine bourbon and lemon juice and stir to combine and divide among glasses;

Step 4 - Top with snow and stir with cinnamon stick just to combine. Serve immediately;

Easy Margarita;
Step 5 - Dip rim of 4 glasses in water, then dip in salt to rim;

Step 6 - Stir lime juice, tequila, and Cointreau in glass top with snow, and stir just to combine;

Step 7 - Divide among glasses, garnish with lime wedge, and serve immediately;

Strawberry-Mint Daquiri;
Step 8 - Combine strawberries, mint leaves, lime juice, rum, and sugar in blender and puree until slushy;

Step 9 - Pour into large glass, top with snow, and stir just to combine;

Step 10 - Divide among 4 glasses, garnish with mint sprig;

Step 11 - Serve immediately;

Piña Colada;
Step 12 - Combine pineapple, cream of coconut, rum, and sugar in blender and puree until slushy;

Step 13 - Pour into 4 large glasses, top with snow, and stir just to combine;

Step 14 - Garnish with pineapple spear and serve immediately;

The Queen of Cake

ohoadmin — Fri, 14 Feb 2014 21:43:19 +0000

The Queen of Cake ohoadmin Fri, 02/14/2014 - 16:43 /sites/default/files/styles/width_1400/public/content/blog-article/header-image/ElisaStrauss%20Cake.jpg.webp?itok=ZkLV6rju Talking with ICE Alum Elisa Strauss February 14, 2014

By Grace Reynolds

ICE alum Elisa Strauss is the owner of Confetti Cakes, a boutique cake design company. Strauss, named one of "America's Top Ten Pastry Chefs" in 2008 by Dessert Professional Magazine, specializes in hand-sculpted and unique cakes that are best described as edible works of art.

Elisa Strauss with one of her cake handbag creations

Strauss' creations have appeared on the Today show, Sex and the City, the View and Martha. Her cakes have also been featured in InStyle, Martha Stewart Weddings, Marie Claire, Seventeen, Elle, Vogue, Modern Bride, New York Magazine, BRIDES, Elegant Bride and The Knot. This past month, Elisa graciously agreed to share her story with us, offering us a window into the world of professional cake design.

What were you doing before you enrolled at ICE?

I was a textile designer in fashion. I worked at Ralph Lauren in the Prints department and then at Frederic Fekkai designing handbags and hair accessories.

And what sparked your decision to attend culinary school?

I loved making cakes for people, I wanted to learn everything about pastry, cakes and chocolates, and how to turn it into a business.

A sushi-inspired cake creation by Strauss

Where was your externship, and where have you worked since graduating?

My externship was with Cheryl Kleinman Cakes in Brooklyn. My one regret to this day was not staying longer before I started my own business. I learned so much from her and her team. I continued to freelance in fashion before going full-time with my business, Confetti Cakes, in 2000. While I continue with my own business, I also work as a cake-consultant.

What accomplishments are you most proud of?

My greatest accomplishment is seeing former employees and current students that I have taught and the success they have achieved. But I’m also proud of having written two books, my online videos with Craftsy.com and my Youtube Channel: ConfettiCakes, winning the “Extreme Cake Challenge” on Food Network and being named one of Dessert Professional’s “Top 10 pastry Chefs.”

What are the most valuable lessons you've learned from your time in the industry?

Everything takes longer then you think it will! And there is a wonderful community that revolves around food. You don’t need to be a chef or professionally trained to be involved.

Briefly describe a day in your current working life.

Every day is different, but I always start with a list and it usually doubles by the end of the day!

Creative Cake

What might people be surprised to learn about your job?

That a lot of what I do involves the business side of things: PR/marketing, accounting and taking out the trash. It’s not all buttercream and sugar roses.

Where would you like to see yourself in 5 years?

I have so much ambition—we will just have to wait and see!

Cake Decorating Alumni Pastry Arts

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Inspiring Alumni: Jim Nawn of Agricola Eatery

ohoadmin — Mon, 10 Feb 2014 22:23:52 +0000

Inspiring Alumni: Jim Nawn of Agricola Eatery ohoadmin Mon, 02/10/2014 - 17:23 /sites/default/files/styles/width_1400/public/content/blog-article/header-image/Inspiring%20Alumni-%20Jim%20Nawn%20of%20Agricola%20Eatery_1400x680.jpg.webp?itok=03_X9dUF February 10, 2014

By Grace Reynolds

Jim Nawn is the owner of Agricola, a self-described "community eatery" located in Princeton, NJ. The restaurant celebrates the creation of fresh, wholesome food, using locally sourced ingredients as often as possible. Nawn–who has already received acclaim from the New York Times—graciously agreed to share his story with us this past month, offering some key insights into his successful new business.

Jim Nawn (left), owner of Agricola, with executive chef Josh Thomsen, courtesy of NJMonthly.com

What were you doing before you enrolled at ICE? And what sparked your decision to attend culinary school?

I was an area developer for Panera Bread, owning and operating 37 bakery-cafes in northern New Jersey. I sold my Panera business and chose to attend culinary school to learn about food. I had no immediate plan to open my own restaurant and no real personal passion for cooking at the outset. It was a learning exercise to start. I anticipated it would lead to what was right, and it has.

Where was your externship, and where have you worked since graduating?

My externship was at Veritas. I selected the site because Sam Hazen was recommended as a experienced chef/business person who ran a good operation. My time there gave me insights into a commercial kitchen at a 3-star restaurant and provided a vision for my own restaurant operation.

What accomplishments are you most proud of?

I formulated my restaurant concept from the �� Arts and �� Management programs which I completed. It married my experience with a national brand with the local/community flavor important in Princeton. Synergizing the many considerations into a functioning 200 seat restaurant was a major accomplishment.

Courtesy of AgricolaEatery.com

What are the most valuable lessons you've learned from your time in the industry?

Food cost and labor costs must be in control; every guest has a different expectation and, while one cannot be all things to all people, the restaurant must be crystal clear in what its personality is and deliver on that consistently.

Briefly describe a day in your current working life.

As the owner, I am active and working with my front of house and kitchen team every day. After 10 months we still spend time on finalizing routines in operations, but we are shifting now beyond the basics of establishing everyday strategies/opportunities to make our guests feel special.

What might people be surprised to learn about your job?

Agricola is a successful business, but I never stop worrying about the people and systems that run the business—which is the engine that drives the outcome. One cannot focus on the bottom line alone; the people and systems are what keep me up at night.

Where would you like to see yourself in 5 years?

I would like to know that Agricola is producing a consistent, outstanding guest experience. But if the opportunity presents itself, there could be room for another restaurant in our group serving the same outstanding experience, which has given growth and development opportunity to my team.

Alumni Interview

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Escaping Winter's Chill with Mediterranean Cooking at ICE

ohoadmin — Sat, 08 Feb 2014 16:27:34 +0000

Escaping Winter's Chill with Mediterranean Cooking at ICE ohoadmin Sat, 02/08/2014 - 11:27 /sites/default/files/styles/width_1400/public/content/blog-article/header-image/Escaping%20Winter%27s%20Chill%20with%20Mediterranean%20Cooking%20at%20ICE_1400x680.jpg.webp?itok=91ODhyj7 February 8, 2014

By Grace Reynolds

This winter, I gave my brother John—a dedicated home chef—a gift certificate to the Institute of �� Education for his birthday. After scouring the numerous offerings in The Main Course catalog, he decided upon a course entitled, “Essentials of the Mediterranean.” (Note: Bonding over cooking together at ICE will win you major points with siblings and family members. I highly recommend it!).

John and I attended the evening class together on a particularly chilly Monday night, eager for a culinary escape to warmer climes. The menu for the night was inspired by dishes commonly found in Southern France, Eastern Spain, Italy, and Greece, all of which border the Mediterranean Sea. The dishes included: Herb-and-Cheese-Stuffed Piquillo Peppers; Yemistes (baked rice-stuffed tomatoes and peppers); Salade Niçoise; Moussaka; Ratatouille; Seafood Paella; Grilled Whole Fish with Capers, Olives, and Tomatoes; Grilled Vegetables in Romesco Sauce; and Greek Yogurt Panna Cotta with Dried Apricots and Honey.

Our instructor—Chef Daniel Rosati—began the night by asking us what first comes to mind when we think of “Mediterranean cuisine.” We all responded with similar answers—olives, olive oil, tomatoes, feta, peppers, figs, seafood, etc. Chef Daniel said that our ideas were spot on, but that we shouldn’t view Mediterranean cuisine as a culinary bubble. He gave us a brief overview of ingredients commonly used in Mediterranean cooking—including peppers, tomatoes, potatoes and numerous spices—that are not native to the region, but rather, imports from the New World. The bottom line: even some things we think of as essential components of Greek, Italian, French and Spanish cuisine are relatively new additions to the Mediterranean repertoire.

Mise en place for our Yemistes (baked rice-stuffed tomatoes and peppers)

After our quick history lesson, it was time to get cooking. John and I started with the Greek Yogurt Panna Cotta. Both of us have enjoyed this dessert numerous times in restaurants before, but have never made it at home. We had both assumed it would be labor intensive, but actuality, it’s an incredibly simple dish to make and the end result is absolutely stunning and delicious. Further, making it with Greek yogurt added an extra tang that everyone enjoyed. As a topping, we stewed apricots in some white wine and honey, which complemented the yogurt perfectly.

Next, John and I tackled the ratatouille—a personal favorite of mine. While it requires some extensive slicing and dicing of eggplant, onions, peppers and tomatoes, it is almost fool-proof to make. You just slice up your ingredients, place them in a large oven-proof pot, add olive oil, garlic and seasoning, cover with tin foil, then pop the dish in the oven. Then—voilà!—you are a mere forty-five minutes away from a warm, delicious plate of ratatouille. Leftovers are equally delicious eaten cold or reheated the next day over bread, scrambled eggs or fresh pasta—the options are endless! A brief disclaimer though: you and your sibling may disagree on the proper size to cut the vegetables. If this occurs, you should always assume that your sister is right.

While my brother and I were busy working on our dishes, our fellow students were creating other culinary masterpieces. The herb-and-Cheese-stuffed piquillo peppers turned out stunningly. The deep red of the peppers, the creamy white goat cheese filling, and a smattering of fresh green herbs gave the entire dish a festive feel—perfect to serve as a holiday appetizer!

The grilled whole fish with capers, olives, and tomatoes was perhaps the most impressive dish of the evening. The fish we used a particularly beautiful red snapper. We left the fish whole, slicing a small opening in its side to slide in lemon slices and herbs, and then roasted the entire thing for around thirty minutes. The end result was perfectly flaky, drizzled with our caper, olive, lemon and tomato vinaigrette. I can honestly say it was some of the most tender fish I’ve ever had and again—surprisingly easy to make! I plan to make it the next time I’m aiming to impress a crowd.

Upon completing all of the menu’s dishes, we sat down to an incredible meal. I must say—we were all rather impressed with ourselves; who knew we were capable of creating such culinary beauty? Clearly, expanding your culinary repertoire with a class at ICE comes with a hefty ego boost (not to mention delicious leftovers for days!). My brother and I both scooped an extra serving of inflated ego into our to-go containers before heading into the cold night, warmed to the core by our hearty Mediterranean meal at ICE.

Food Culture

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Understanding Wine: A 10-Week Course with Master Sommelier John Ragan

ohoadmin — Sat, 18 Jan 2014 15:01:50 +0000

Understanding Wine: A 10-Week Course with Master Sommelier John Ragan ohoadmin Sat, 01/18/2014 - 10:01 /sites/default/files/styles/width_1400/public/content/blog-article/header-image/Understanding%20Wine-%20A%2010-Week%20Course%20with%20Master%20Sommelier%20John%20Ragan_1400x680.jpg.webp?itok=JBxn_kgP January 18, 2014

By Grace Reynolds

It’s no secret among aspiring culinary professionals that the restaurants within Danny Meyer’s Union Square Hospitality Group (USHG) are world-renowned for their hospitality and staff-training programs. Much like at ICE, USHG demonstrates its commitment to employees through robust internal education programs on topics ranging from cheese to craft beer, spirits, and of course, wine.

USHG’s Wine Director and certified Master Sommelier, John Ragan

USHG’s Wine Director and certified Master Sommelier, John Ragan, oversees the development of the dynamic wine programs for USHG restaurants. Whether in the dining room at The Modern or pairing wine with barbecue at Blue Smoke, his team's selections are characterized by thoughtful and interesting choices, exceptional value, and helpful service.

Ragan also leads a ten-week professional wine course, which until now, has only been offered to USHG staff. For the first time ever, in spring 2014, ICE has partnered with Ragan and USHG to launch a groundbreaking collaborative wine class taught from a restaurant perspective.

Along with a team of guest instructors from USHG restaurants, as well as ICE’s Director of Wine Studies, Richard Vayda, Ragan will introduce a ten-week curriculum that combines ICE’s renowned educational expertise and resources with USHG’s signature style of hospitality. Through dynamic tastings, multimedia presentations and access to USHG and ICE’s team of beverage professionals, students will gain a rich knowledge of the world of wines and insight into award-winning wine programs.

We asked Ragan a few questions about this exciting new partnership with ICE and what he's drinking this season:

How did you get interested in wine?

Throughout high school and college, I always worked in restaurants and got the wine bug when I was about seventeen. Wine has taken me around the world, and I have been lucky to work in great restaurants in Napa Valley, San Francisco, and New York. The one thing which has always rung true is that wine is only truly fascinating when multiplied by people. For me, teaching and sharing my enthusiasm with others is the most powerful.

How did this partnership with ICE come about?

For many years we have offered internal wine training for our restaurant staff. It has become incredibly popular and something that my colleagues and I all look forward to. Danny posed the question: If our staff loves this class so much, why don’t we share it with our guests, too?” ICE offered the unique combination of expertise and culture needed to offer this new perspective on wine education to the public. We have always had a great friendship with ICE (many of their alumni work at USHG restaurants), so we are very excited about this partnership.

Describe the typical class.

Over the ten sessions we will taste through all of the major wine regions of the world. We’ll get a firsthand account of the grape growing and winemaking process through interviews with growers and winemakers, and famed tasters and critics will weigh in during tastings as well. For each week’s tastings, I’ve chosen wines that truly embody the characteristics of the place and culture in which they were made—they become a delicious guidebook to what we’re learning in a given session. Along with the lessons and tastings, we’ll integrate restaurant-centric concepts such as food and wine pairing, as well as getting the most out of a wine list. Most importantly, each class will be dynamic and fun, and will include many different approaches and points of view thanks to our guest instructors and multimedia presentations.

Who is the class for?

The class is intended for those who already have a love for wine and want to dive deeper into the great regions and wines of the world. The class will go beyond the basics and provide the same level of professional education we offer our teams. As a result, students will take away a much deeper understanding and gain the ability to share their learning with enthusiasm and joy. They'll learn everything from how to start their own cellar to decanting an old red wine, blind tasting, and possibly even launch a career in wine!

Any gift recommendations for wine lovers?

While giving wine is always great, especially if you know the recipient’s tastes, I really love to think of accessories that they might not normally treat themselves to—like a great decanter, a beautiful corkscrew, special glassware—all things that might help them get more out of their favorite bottles. Another way to get more enjoyment out of wine is through a bit of enjoyable education—classes, books, even website memberships—these are all great treats that wine lovers may not splurge for themselves.

About John Ragan, MS: As Wine Director of Danny Meyer’s Union Square Hospitality Group, John Ragan works with each of the group’s restaurants, wine directors, and sommeliers to ensure exceptional and distinctive wine programs as well as employee education. Previously, John spent five years as Wine Director of Eleven Madison Park, where he earned a Grand Award from Wine Spectator. He is one of three individuals in the world to have been awarded both a James Beard Award for “Outstanding Wine Service” as well as the title of Master Sommelier from the prestigious Court of Master Sommeliers. In 2012, he spearheaded a quarter-million dollar charity wine auction to benefit hurricane victims in New York.

Interview Wine

Grace Reynolds

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