Floored! NRA Show 2009 News

ProStart Teaches Them Well; The NRA Lets Them Lead the Way

We heard that little sigh of relief when you're easing into a chair. We caught that grimace as you got back up again. We noticed you gravitating towards the booths with that really soft, padded carpet. You can't tell us there aren't more of you gathered around the samples of restorative caffeinated energy drinks than the beverage alcohol exhibitors in the afternoons.

We get it: it's the fourth day of the NRA Show, and there is more to do and see than should reasonably expected of anybody's body.

Do you know who is not pooped? The kids. There are high schoolers and college students and fresh-faced foodservice professionals of every variety taking it all in, sometimes for the first time. To coin a phrase, we believe that children are the future, and we tried to catch some of their contagious energy to help us get through the home stretch.

Media Mogul Leads Green Restaurant Revolution

 
The NRA Show floor was a buzz as media mogul Ted Turner walked the South Hall. The restaurateur (Ted’s Montana Grill) and entrepreneur kept his causes in mind as he greeted people during his book signing, answering questions about the environment, his ranching and how his company employs best practices in sustainability.
 
“We want to see innovation and technology improvements, and make things more efficient and less costly, that’s why we come to the NRA Show,” said Turner. His business partner, CEO and President of Ted’s Montana Grill George McKerrow, Jr., echoed those sentiments, saying, “It’s the small things you do every day. If nothing else, pick up the trash, change a few light bulbs, recycle.”
 
The book, Call Me Ted focuses on Turner’s life story and rise to prominence. His interest in bison, for example, gave birth to the restaurant concept he now owns. He says in the book, “I loved these animals and while it took me awhile to warm to the idea of serving them as food, I realized that helping consumers develop a taste for bison would not only increase the value of my herd, it would be in the best long-term interests of the bison.”

Solutions that Answer Guest Demand for Healthful Options

Expect to see more healthful menu items, for children and adults, in more restaurants this year.

Restaurateurs at the NRA Show are investigating soy products, gluten-free items,individually packed fruit and healthful snack packs, according to exhibitors and attendees.

"We've been doing a lot of tasting with restaurants and educating chefs and restaurateurs about our products," says Steve Zimmerman, food service sales manager, Dr. Praeger's Sensible Foods. The company offers vegetable burgers, potato-crusted fish sticks, small pocket sandwiches, dinosaur-shaped vegetable patties and more. All are gluten free, which Zimmerman sees as the "biggest thing going forward."

California Tortilla of Rockville, Md., is investigating healthful items for kids meals, as well as meat alternatives to expand its vegetarian offerings. The company receives a lot calls from customers asking for tofu, says marketing vice president Stacey Kane, who sampled vegetarian breakfast patties and imitation chicken strips made by Garden Protein International. The company wants strips that be blackened and used in the company's signature burrito when customers want a vegetarian version.

Kane also visited Summer Fresh Salads, which makes Dora the Explorer and Sponge Bob-brand snack packs. California Tortilla is interested in using the hummus and flatbread packages as alternatives to chips and queso "if parents opt for that."

Woodbridge, Ontario-based Summer Fresh Salads introduced the hummus and flatbread snackpacks in April, as well as a veggie dip version. The inside label features a fun coloring activity.

"Everyone is really excited about them," says Deborah Morgan, service accounts manager.

Yodeling for Napkin Rings

When 14-year-old Taylor Ware opens her mouth, people listen. And they gather 'round the Evergreen Manufacturing booth at the NRA Show.

"America's Yodeling Sweetheart" has been singing since she was 4, yodeling since 7. She was the finalist on "America's Got Talent, Season 1." Monday, she was helping her dad Scott Ware, who owns a company that makes paper napkin bands and point-of-sale register tape.

Scott Ware got inspired to bring his daughter after seeing celebrities last year at several exhibitors' booths.

"She's a guaranteed smile," he says.

NRA Exhibitors Serve Everyone, even the Federal Reserve Chairman

You can't help but notice Trudy Knight's name badge. Among the thousands of attendees at the NRA Show, hers stands out. It says "Federal Reserve, Washington, D.C."

Knight was visiting the Show with Michael Paxson, general manager of Aramark's Federal Reserve account. They were looking for ethnic foods, sandwich and deli trends for the Federal Reserve's two cafeterias in the nation's capital. Like many Aramark-managed cafeterias, they feature grill, carving and pizza stations.

The Federal Reserve recently switched to a made-to-order deli after years of self-serve, Paxson said. Now the 2,250 employees served by the two cafeterias can enjoy paninis and Panera-style options. And that includes Chairman Ben Bernanke.

So, what's changed at the U.S. central bank's cafeterias since Alan Greenspan stepped down as chairman? "We're serving a little bit less fish," Knight acknowledges. "But that's about it."

POM Wonderful's Secret Plan for Immortality

The folks at the POM Wonderful booth admit that drinking their pomegranate juice will not let you live forever -- but they have to think about it first. A few weeks after an advertising campaign centered on their 100% juice allowing you to “Cheat Death” was banned in the U.K., POM’s Jeff Garcia is more focused than ever on the positive health benefits of the fruit’s polyphenal antioxidants.

“We’re taking the power of those natural antioxidants and offering them in different forms,” Garcia said. That's thanks to POMx, the compound of extracted pomegranate antioxidants offered in pill form, which the company adds to some of its tea blends and now combines with its caffeinated energy drinks.

Crafting a New Trend in Spirits

"Craft distilling is the next big thing for restaurateurs ," said Kent Fleishmann, owner of Dry Fly Distilling in Spokane, Wash. The appetite for small-batch products is skyrocketing and "cocktail culture is exploding," Fleishmann said. Walking the floor of the International Wine, Spirits & Beer event at NRA Show 2009 provides plenty of evidence that he's right.

Dry Fly has been in the craft distilling business for only 17 months, but already the company is running a school to teach "wannabe" distillers. That's because Dry Fly is a pioneer of a "grain to glass" approach. Rather than buy neutral spirits to concoct their offerings, they run the entire process, starting with the acquisition of all the grains and botanicals sourced from local, sustainable producers in Washington state.

Optimistic Economic Outlook: No Longer BYO

If you were looking for some positive outlooks for the current economic climate we hope you attended the Emerging Beverage Alcohol Trends, Implications and Future Outlook educational session, where industry experts asked International Wine, Spirits & Beer Event attendees to look up from the bottom of their glasses to notice we may be at the bottom of this downturn.

"We used to say that the beverage-alcohol industry was recession-proof," said Mike Ginley, partner, Next Level Marketing. "I don't think they say that any more. The new word is 'recession-resilient.'" Together with Stephen Beaumont, World of Beer, and David Pennachetti, Wine Guru Services LLC, Ginley led a discussion of what to look forward to in an area where the rebound is already being observed.

• Look for wines from Southern Italy, Greece and South Africa as previous hot regions such as South America become more mainstream.
• Some diners might be "trading down" in beverage choices, but they insist on choice. The seemingly indestructible craft and specialty beer segment is going strong, panelists said. Offering a variety of these options is key in an age where brand loyalty is out and the appreciation of wide selection is very in.
• It will continue to pay to offer "good, better and best" choices and price points on your wine list. Frugality is fashionable, off-premise has been growing, and takeout/BYO is trending upwards, but even 2008 saw net profibility in the beverage alcohol sector. The right mix of offerings still helps the bottom line.
• Cocktail innovation and premium brand selection is still driving growth in spirits, and we should expect to see growth in rum and tequila.

You can meet plenty of exhibitors to help you take advantage of these trends, as well as attend more educational sessions, at IWSB .

In Tough Times, Don't Sink, Surf

"We can be realistic about what is happening in the economy, but we don't have to be pessimistic," said restaurant-branding guru David Dodson. "You don't have to be a victim of the storm." Dodson led a panel of operators in a panel discussion on the topic of being proactive during the downturn, How to Surf the Economic Tsunami and Stay Afloat.

A few key takeaways:

• Now is the perfect time to renegotiate your lease. Check the going rate at comparable, vacant spaces in your area and take advantage of your property owner's desire for long-term security. It may also be a good time to revisit contracts with certain vendors using the same principle.
• One thing this climate is creating is a larger supply of good workers. Above all, find people who have the right attitude for your organization. Training people for restaurant skills is possible, but personality transplants are not.
• Use the loyalty of your best customers, who are often almost as supportive of your restaurant's success as you are, to help raise capital. Ray Villaman, president, Tahoe Restaurant Group, offered an example of something he has seen work recently: charging a premium for VIP treatment for a year for cash now.
• If a competitor goes out of business, make the extra effort to pick up their customers. It helps if you have done your homework and know what it was that customers liked about the competition in the first place.
• Stay true to your core brand proposition. Don't compromise on the things that make your restaurant appealing in the first place.

Embrace Technology; Focus on Value, Experience, Panelists Say

We came away from the executive keynote panel at the NRA Show with more than a craving for Chipotle burritos and Buffalo Wild Wings. We came away with great ideas from five industry leaders, including Chipotle founder Steve Ells and Buffalo Wild Wings CEO Sally Smith.

Other panelists were wine maker and restaurateur Joseph Bastianich, Chef Daniel Boulud and hospitality consultant Damian Mogavero. Chicago broadcaster Steve Dolinksy moderated the discussion and fielded questions from the audience and Twitter.

Much of the discussion focused on the economy. "We have to show a lot of effort in a time where people are thinking about value," Ells said.

Bastianich said it was more important to keep up top-line revenue than exert pressure on customers to raise the average check. "It's our responsibility to provide an incredible experience and exceed your customers' expectations," he said.

Smith suggested looking at hourly sales or sales by product, rather than check averages. That helps staff understand that you need to sell 20 more hamburgers an hour, she said.