Menu Strategies: The Next Wave
Seafood consumption is going up-but so are customers' expectations about what's on the plate.
Ordering a fish dinner in a restaurant used to be pretty straightforward. Patrons gravitated toward old favorites or the 'catch of the day,' and broiling and frying were the most-requested cooking styles. But these days, guests are more daring and demanding when it comes to species, seasonings, and sides. What's more, hot-button issues like health benefits, sustainability, and pcb levels now come into play.
'The species we choose are directly related to customer demand and seasonality, but freshness is our number one priority,' says Wayne Schick, executive corporate chef for the Columbus, OH-based Cameron Mitchell Restaurants. At the 13 Mitchell's Fish Markets, the group's 250-seat seafood concept (avg. check, $33), at least 12 species of finfish are offered under the 'Fresh Today' banner. While more easily-obtainable halibut, red snapper, and cod are available eight out of 10 months, specialties such as California white bass and Key West black grouper appear as 'short runs.' Variety plays a key role in what the kitchen prepares.
As does cooking technique. Any of the 'Fresh Today' choices can be simply grilled or broiled, blackened and napped with etouffée sauce, or cooked Shang Hai style-steamed with ginger and scallions and served with ponzu, sticky rice, and garlicky spinach. Prices range from $15.95 to $27.95, depending on species.
Mitchell's also boasts some signature specialties that are always on the menu. Two salmon entrees lead the pack: Cedar Roasted Atlantic Salmon ($18.95) is cooked on a plank and accompanied by honey balsamic eggplant, roasted vegetables, asparagus, portabella relish, and goat cheese, and Ginger-Crusted Salmon ($18.95), sided by sticky rice, stir-fried vegetables, and orange-ginger sauce. Also a top seller is Hoisin-Glazed Yellowfin Tuna ($22.95), served with stir-fried veggies, sticky rice, and wasabi.
While shellfish are integral to the 80-item menu, Schick says guests are ordering more finfish. 'Seafood restaurants are no longer seen as special-occasion places where [people go] for a big lobster dinner,' he says. 'Americans are now eating seafood for health reasons and exploring different varieties.'
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Source - Restaurant Business
'The species we choose are directly related to customer demand and seasonality, but freshness is our number one priority,' says Wayne Schick, executive corporate chef for the Columbus, OH-based Cameron Mitchell Restaurants. At the 13 Mitchell's Fish Markets, the group's 250-seat seafood concept (avg. check, $33), at least 12 species of finfish are offered under the 'Fresh Today' banner. While more easily-obtainable halibut, red snapper, and cod are available eight out of 10 months, specialties such as California white bass and Key West black grouper appear as 'short runs.' Variety plays a key role in what the kitchen prepares.
As does cooking technique. Any of the 'Fresh Today' choices can be simply grilled or broiled, blackened and napped with etouffée sauce, or cooked Shang Hai style-steamed with ginger and scallions and served with ponzu, sticky rice, and garlicky spinach. Prices range from $15.95 to $27.95, depending on species.
Mitchell's also boasts some signature specialties that are always on the menu. Two salmon entrees lead the pack: Cedar Roasted Atlantic Salmon ($18.95) is cooked on a plank and accompanied by honey balsamic eggplant, roasted vegetables, asparagus, portabella relish, and goat cheese, and Ginger-Crusted Salmon ($18.95), sided by sticky rice, stir-fried vegetables, and orange-ginger sauce. Also a top seller is Hoisin-Glazed Yellowfin Tuna ($22.95), served with stir-fried veggies, sticky rice, and wasabi.
While shellfish are integral to the 80-item menu, Schick says guests are ordering more finfish. 'Seafood restaurants are no longer seen as special-occasion places where [people go] for a big lobster dinner,' he says. 'Americans are now eating seafood for health reasons and exploring different varieties.'
External Source - For the complete article click here
Source - Restaurant Business
