Is it just me or have restaurant menus become a bit too “ho-hum”? Some may argue my assessment, but everyone seems to be focused on who can present the best burger or chicken wings and frankly, it’s getting boring. I get it…these items sell, so why waver from what works? The question that I have is simple: Is this what sells because people want them, or do these items sell because that’s what’s being offered?

I would bet that there are plenty of diners out there who visit restaurants hoping to be inspired. After a while it gets challenging to spend $100 for two people ordering “the best hamburger”, fries, and a beer. Where’s the WOW, where’s the pause to look at a dish from different angles, amazed at what is presented, engaged in the aroma and taste, and worthy of a guests smile and adoration?

From the kitchen’s perspective – where’s the talent, the finely tuned skills, the exciting presentations, and pride in sliding something inspiring down the pass? Are our menus too common because that’s what sells or are we overly cautious about pushing the envelope, trying something new, and giving guests a chance to be excited?

Okay, maybe you go beyond a burger but tell me how many menus look like this: grilled filet, pan roasted salmon, chicken breast a ’la whatever, shrimp dish of the moment, Caesar salad, and an uninspired pasta dish for vegetarians? Take a survey of your neighborhood restaurants (including many of the chains) and see how many offer a menu that looks like this.

So, here’s a question for cooks, chefs, and restaurateurs: “Who inspires you?” Is there somewhere under the façade of business savvy manager, where creativity, excitement, and uniqueness are hiding? That humble Black Angus steer only offers two tenderloins from within its frame. That’s only 8-12 pounds of the 700 or so pounds of meat that the animal yields and by far, the most expensive 8-12 pounds. How about giving the rest of the animal a chance (and I don’t mean just ground beef)? shrimp and salmon are the most consumed fish/shellfish in U.S. restaurants yet there are over 4,000 species of fish available in U.S. coastal waters (granted, not all are edible). We consume so much salmon that it must be farmed to meet the demand. Chicken is the largest consumed meat in the United States and the majority is from the breast or wings. The rest of the animal provides plenty of opportunity for delicious and creative cooking. And I would guess if you asked vegetarians, they would be very happy to find a restaurant that provides anything for them other than pasta. So, once again…where is your inspiration?

Restaurateurs complain about the rising cost of ingredients, yet rarely look to more interesting menu planning as a solution. Moving away from the seven species of most commonly used fish will open the door to loads of creativity. Working to create a new, exciting alternative to burgers can set your restaurant apart from the pack, and investing real energy in creating exciting and delicious vegetarian and vegan entrees will make your restaurant noteworthy. BE CREATIVE, TAKE A CHANCE, STAND OUT AMONGST THE CROWD, DON’T JUST REPLICATE WHAT EVERYONE ELSE DOES UNDER THE BANNER OF “NEW AND IMPROVED”.

If you are, and always have been a restaurant innovator than I tip my chef’s hat your way. I would guess that customers are thrilled to see something different. Let your menu be the reason, once again, that customers flock your way. Use your menu planning skills to combat rising prices by using solid culinary skills to make that chicken leg even more inspiring that a filet. Invest the time to work with different species of fish that show the guest that you are masterful at your craft.

Look to those chefs and restaurateurs that are sticking their neck out and trying to be different. These are the problem solvers, the trend setters, the real innovators that can help the restaurant business thrive in even the most difficult times. Find your mentors, your inspiration, and the teachers who will give you a push in the right direction.

PLAN BETTER – TRAIN HARDER

www.harvestamericacues.com – BLOG

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