“Creating a Brand”The Gourmet Bachelor12-Point Marketing Strategy By Chad Carns, Author / Creative Director
Chad Carns self-published and promoted The Gourmet Bachelor cookbook in 2010with the help of a talented team dedicated tofollow his vision to produce a high concept, high quality cookbook.
Positioning: “Gourmet Made Easy!” Enjoy 1 month of quick and easy global recipes with everyday ingredientscomplete with expert wine guide to impress your date, chill with friends or just to enjoy a satisfying gourmet dinner at home.
Demographic: Home Cooks, Professionals, MenWomen, Trendsetters, Health-conscious Wine Enthusiast, Travelers, Students Design & Photography Enthusiast
Cookbook buyers... Exposed to global foodCooking shows, International restaurants and friends Buy fresh ingredients Whole Foods, Fresh Direct, local grocery store Drink Wine 50% more Americans drink wine today Work long hours Quick and easy recipes
Trigger Points Quick & easy, global recipesFresh, Everyday ingredients, Date night recipeGourmet party snacks, Essential cooking tips Expert wine guide and drink pairings
1-51 INTRODUCTION 52-85 WEEK ONE Ricotta Pancakes Moroccan Chicken Wrap Wild Mushroom Cups Balsamic Reduction Scallop Ceviche Argentine Steak Salad Paella Seared Spicy Tuna Roll Mango Shrimp Honey-Glazed Salmon Wild Striped Bass Zucchini and Fresh Herbs Balsamic Chicken Lamb Tagine Parmesan-Crusted Rack of LambBE INSPIRED by global flavor oozing Chocolate Truffle Torte Tres Lechesfrom the narrow streets of Greenwich Village. 86-119 WEEK TWOPrepare 1 MONTH of quick, easy and Breakfast Quesadilla Lobster Club Tuna Ceviche Crisp Plantains Red Pepper Sauce Lemon Sage Shrimp Greek Salad Pad Thai Italian Sushi Roll Butter-Poached Lobsterintensely flavored global recipes with basic ingredients Spanish Tuna Tomato Cod Organic Chicken Tomato Wine Sauce Coriander-Spiced Duck Breast Pineapple Relish Korean Steak Wrapfound in your local neighborhood market. Tahitian Crème Brûlée Chocolate SouffléWine, beer, sake, small-batch bourbon—enjoy an expertly paired beverage for each dish. 120-153 WEEK THREE Frittata Chicken Focaccia Sandwich Avocado Bacon Red Pepper SauceLearn expert wine tips and essential Capri Bruschetta Scallop Chorizo Polynesian Salad Singapore Noodles Tuna Mango Jalapeño Roll Tequila Shrimp Miso Black Cod Almond-Crusted Tunacooking techniques. Chicken Masala Tuscan Stew Venison Steak South African Wine Reduction Coconut Bread Pudding Chocolate Tiramisu 154-185 WEEK FOUR Croque Madame Pierogi Pizza Crab Cakes Red Pepper Sauce Avocado Mash Caribbean Crab Soup Tuna Mango Salad Sausage Fennel Fusilli Spicy Tuna Alaska Roll Tangerine Chili Shrimp Potato-Crusted Sea Bass Grilled Swordfish Saffron Cherry Tomatoes West African Chicken Stuffed Veal Porcini Wine Sauce Pork Tenderloin Pancetta Goat Cheese Chai-Spiced Cheesecake Green Tea Poached Pear
TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 16 TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 17 WHAT’S GLOBAL FLAVOR? Its the intoxicating aroma of garlic, lemon, wine and fresh basil oozing from the narrow streets of Greenwich Village. A spicy bowl of Singapore Noodles. Its an unexpected bottle of Moroccan wine paired with spicy Scallop Chorizo. And its my commute every day from West 4th Street to Bleecker Street.
TGB_cookbook_2_6_09 3/10/09 7:03 PM Page 12 TGB_cookbook_2_6_09 3/10/09 7:03 PM Page 13 BE INSPIRED by global flavor oozing from the narrow streets of Greenwich Village.
TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 20 TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 21 INTR ODUCTION RO I love restaurants. Great restaurants. Not places with perfectly designed menus to hide the dimly flavored food. I’m talking about raw, pure, honest flavors. Places with menus scribbled on a board. I want to see the chef at my local market. I know his name. And he knows my name.
TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 28 TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 29 JUSTIN CHRISTOPH HAS DEDICATED HIS LIFE TO WINE. As a wine specialist for Christies Wine Department, he helped procure a case of 1945 Mouton Rothschild Bordeaux that sold for roughly $345,000.* He traversed through a Spanish cave for a 1925 Rioja and threw the ultimate bachelor party in a Scottish castle packed with rare scotch. But you’ll also see Justin sipping on a perfectly poured pint of Guinness at his neighborhood pub. Take advantage of Justin’s passion for life and wine. Learn basic wine pairing tips and how to describe, order, store, and serve your favorite wine. WINE 101 WITH JUSTIN *Source: Peter D. Meltzer, "Christies Shatters Auction Record Twice," www.winespectator.com, October 2, 2006.
TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 30 TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 31 WINE 101 BY JUSTIN CHRISTOPH The skin of the grape gives wine its color and much of its flavor. When a TERROIR grape tastes unfamiliar, we can describe it in terms of flavors we already The terror the word strikes in the hearts of the unsuspecting! Terroir is a know. Dark-skinned grapes can be described as: cassis-flavored and olivey 31 30 term everyone likes to throw around these days to seem as though they Cabernet Sauvignon; soft, plummy Merlot; herb and blueberry-flavored THE GOURMET BACHELOR Global Flavor, Local Ingredients THE GOURMET BACHELOR Global Flavor, Local Ingredients know what they are doing. It’s simply a French concept for where soil Cabernet Franc; racy cherry-like Pinot Noir; smoky raspberry Syrah and and climate come together at a specific location, making a wine a little bit earthy blackberry Grenache. Light-skinned grapes can be described as:: different from that of their next-door neighbor and completely different oaky buttery ubiquitous Chardonnay, relatively neutral Pinot Gris (Grigio), from anywhere else in the world. zippy and grassy Sauvignon Blanc, minerally and versatile Riesling, perfumed Viognier, nutty Marsanne and spicy Gewürztraminer. Grapes can be fickle and the slightest difference in environment can drastically change what’s in your glass. The specific factors can be Many wines are a blend of different varietals even if only one type is listed elusive, but at the end of the day, it’s all about location, location, location. on the label. Blending different grapes together can often make a finished wine that is greater than its parts as the grapes complement one another VARIETAL and balance potential shortcomings. Think variety. This is just a fancy term for the type of grape. Just like apples and oranges, each one tastes different off the vine and has characteristics suited to making a specific type of wine. Beware of wine-soaked or dry, crumbling corks, which can be signs of an improperly stored wine that may have gone bad.
TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 46 TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 47 baking sheets cast iron grill cutting board food processor measuring cups meat thermometer potsESSENTIAL CO OKING TOOLS O sauté pans sharp knife spatula sushi rolling mat whisk wooden spoon
GB_cookbook_2_6_09 3/10/09 7:04 PM Page 58 TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 59 WILD MUSHROOM CUPS BALSAMIC REDUCTION 58 INGREDIENTS THE GOURMET BACHELOR Global Flavor, Local Ingredients 1c balsamic vinegar 4 garlic cloves, chopped 1/4 c shallot, chopped 1 lb wild mushrooms, chopped 2T olive oil 8 oz mozzarella, shredded 1/4 c Parmesan, grated 1T thyme, chopped 1T parsley, chopped 1/2 t nutmeg 2T honey 30 phyllo dough cups 4 oz goat cheese DIRECTIONS: Preheat oven to 350 degrees. Reduce balsamic vinegar on low heat by half. Cool. In separate large skillet, sauté garlic, shallot and mushrooms for 8 minutes. Cool. Mix in mozzarella, Parmesan, thyme, parsley, nutmeg and honey. Spread phyllo dough cups out on a baking sheet. Spoon mushroom mixture into cups. Bake until golden brown. Top with goat cheese and balsamic reduction. Pairing: Viognier, France
TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 60 TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 61 SCALLOP CEVICHE HOT CHILI OIL 61 THE GOURMET BACHELOR Global Flavor, Local Ingredients INGREDIENTS 1 chili, thinly sliced 2 T peanut oil 6 large scallops, cut into 1/4-inch slices 1 t sugar 2 T lime juice 1 t sea salt 1 t black pepper 1 t lime zest 1 radish, thinly sliced 1 T scallions, thinly sliced DIRECTIONS: Gently cook chili in peanut oil on medium-low heat for 5 minutes. Spread scallops out on a serving platter. Mix sugar and lime juice in a bowl. Pour over scallops. Flip scallops. Top with sea salt, black pepper and lime zest. Spoon chili oil over scallops. Garnish with radish and scallions. Pairing: Fumé Blanc, France
TGB_cookbook_2_6_09 3/10/09 7:05 PM Page 86 TGB_cookbook_2_6_09 3/10/09 7:05 PM Page 87 WEEK TWO Breakfast Quesadilla Lobster Club Tuna Ceviche Crisp Plantains Red Pepper Sauce Lemon Sage Shrimp Greek Salad Pad Thai Italian Sushi Roll Butter-Poached Lobster Spanish Tuna Tomato Cod Organic Chicken Tomato Wine Sauce Coriander-Spiced Duck Breast Pineapple Relish Korean Steak Wrap Tahitian Crème Brûlée Chocolate Soufflé 86-119
TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 70 TGB_cookbook_2_6_09 3/10/09 7:04 PM Page 71 HONEY-GLAZED SALMON 71 INGREDIENTS THE GOURMET BACHELOR Global Flavor, Local Ingredients 2 salmon fillets Marinade 2 T peanut oil 2 T soy sauce 2 T honey 1 T ginger, minced 1 c pineapple juice 1 T lime juice Garnish 1T scallions, thinly sliced DIRECTIONS: Marinade – Mix ingredients. Marinate salmon for 5-10 minutes. Sear salmon for 3 minutes per side. Add marinade to the pan and simmer for 2 minutes. Garnish with scallions. Pairing: IPA Microbrew, Colorado
TGB_cookbook_2_6_09 3/10/09 7:05 PM Page 82 TGB_cookbook_2_6_09 3/10/09 7:05 PM Page 83 TRES LECHES 83 THE GOURMET BACHELOR Global Flavor, Local Ingredients INGREDIENTS 1 prepared pound cake, 3-inch slices 1c sweetened condensed milk 1c evaporated milk 1c heavy cream 2 oz light rum 16 strawberries, sliced 8 oz whipped cream DIRECTIONS: Arrange pound cake slices in an 8 X 8-inch pan. In a blender, combine wet ingredients, and then pour over cake. Spread strawberries over cake. Top with whipped cream and chill for 3 hours. Pairing: Dark Rum, Puerto Rico
“Creating a Brand” The Gourmet Bachelor12-Point Marketing Strategy By Chad Carns
1. Press Release The Gourmet Bachelor press releasegenerates media coverage with influential magazines, newspapers, blogs, radio, TV and celebrity events.
For Immediate Release: Enjoy 1 month of quick and easy global recipes with everyday ingredients complete with expert wine guide to impress your date, chill with friends or just to enjoy a satisfying gourmet dinner at home. Chad Carns put his award-winning graphic design career on hold to bring flavors from Barcelona, Rome, Poland, Paris, Mexico, Hong Kong, Japan, The South Pacific and Caribbean Islands to your home kitchen in The Gourmet Bachelor cookbook. Wake up to orange-scented Ricotta Pancakes, ease into Lobster Club stacked with creamy avocado and double-thick bacon or just slurp your way through spicy Singapore Noodles. Impress your Friday The Gourmet Bachelor: night date with a classic Parmesan-Crusted Rack of Lamb followed Global Flavor, Local Ingredients By Chad Carns by an effortless, Chocolate Soufflé. $34.50 Elegantly designed with vivid photography and slick black pages, The Gourmet Bachelor: Global Flavor, Local Ingredients cookbook Special Printing: includes an essential wine guide, expert drink pairings for each recipe Hard Cover: 200 pages; 83 Color Photos 4-color + 2x-special black and 5 simple steps to help you easily prepare meat, seafood + 1x-florescent yellow+ spot gloss varnish + embossed cover text or vegetables like a restaurant chef. + heavy, text weight paper + eco-friendly soy ink printing Dimensions: 9 x 9 x 0.9 inches Chad’s crusade to bring exciting, global flavor home with fresh, local Publisher: Carnsconcepts.com ISBN-13: 978-0-615-22980-5 ingredients landed him the Honorary Guest Chef of Conde Nast and Hearst’s NYC cafe. Carns is a regular guest judge at the French Culinary Available at Stores Institute, Soho and participated in NY Culinary Experience with Food Network, Iron Chef Morimoto, Alex Guarnaschelli and Todd English. Everywhere! Carns has been featured on The Today Show, Miami, (NBC), Toni On! NY (WPIX), Marie Claire, BravoTv.com, Snooth.com. Chad’s food and wine articles can be found all over The Web! Just visit... thegourmetbachelor.com. media@thegourmetbachelorcom.
2. Website / Hybrid Blog thegourmetbachelor.com includes adynamic news feed, Web 2.0, social share, TGB TV, SEO, restaurant guide, SEO recipes, press gallery, newsletter sign up, e-commerce processing, wine chart, weekly food, wine, travel, music tips by Chad Carns and feature writers.
3. Social MediaTGB social media sites engage fans with unique offers, videos and exclusive tips increasing Google search results for thegourmetbachelor.com.
4. E-letters TGB e-letters announce press release,upcoming events and Chad Carns’s food and wine articles to friends, fans and media.
5. In-Store Promotions The Gourmet Bachelor promotionalmaterial reach influential foodies on counter tops and store windows below Food Network Studio in Chelsea Market and at Murray’s Cheese, Ottomanelli’s Meat Market and Essex St. Market.