Culinary R&D
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The document summarizes the process of developing new menu items, including research, development, and execution. It discusses researching customer and industry trends to find new ideas. The development process involves testing recipes, tracking costs, and standardizing documentation. Finally, the execution involves selling the new items, moving them to full production, and training staff. The presentation provides examples from Catering By Michaels, including their large recipe database and strategies for pricing and reducing food costs.
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Culinary R&D
- 1. Jeff Ware March 23rd, 2014 Culinary R&D: The Process of Menu Item Design
- 2. Session Agenda • Research – When & why do you develop new items – Finding creativity, inspiration, and motivation • Development – Why you need proper recipes – Knowing & tracking your costs – Understanding recipe construction & documentation • Execution – Sales – Moving from testing to production – Staff Education
- 3. • Started with CBM at 14 • Electrical Engineering/ Computer Science Background • Worked at CNN & theatres Learned other aspects of live events • Fell in love with food thanks to this job My Story
- 4. • Founded in 1980 as a hot dog stand • Catering spun off into separate company in 1991 • Peak revenue of $17 Million • 90 FT & 130 PT Employees • 45% Full Service / 35% On Premise / 20% Delivery CBM 101
- 5. • Largest event $1.3 million • Focused on food quality above all else • Poor facility design challenges efficiency • Non Chicago address is a marketing struggle CBM 101
- 6. You have to sell it to cook it! OR Do you have to cook it to sell it? Research Both ways are correct
- 7. • in·spi·ra·tion • noun ˌin(t)-spə-ˈrā-shən, -(ˌ)spi- • Something that makes someone want to do something or that gives someone an idea about what to do or create : a force or influence that inspires someone • A person, place, experience, etc., that makes someone want to do or create something • A good idea Research
- 8. • Refreshing existing menus • For a specific proposal or RFP • Holiday/Ethnic/Thematic Events & Menus • Keeping employees engaged • Staying current with industry & trends • Creating items to accommodate different price points • Dietary restrictions & allergens Research When & Why
- 9. • BEST – Adapting existing items • Catersource, ICA, NACE, Industry/Peers • Eating out, Travel, TV • Internet, Social media • Clients • Cook books (still better than web) Research Where do you get ideas
- 10. • Your employees – Host brainstorming sessions – Iron Chef competitions – 20% Time – Google Idea • Freedom to create Research Where do you get ideas
- 11. Development • Defining Specifications & Uses • Initial testing, dog fooding, adaptation • Why you need proper recipes • Knowing & tracking your costs • Understanding recipe construction – Batch vs. recipe vs. complete recipe vs. menu/pkg – Standards and consistency
- 12. Development
- 13. Development
- 14. Development • Defining Specifications & Uses • Initial testing, dog fooding, adaptation • Why you need proper recipes • Knowing & tracking your costs • Understanding recipe construction – Batch vs. recipe vs. complete recipe vs. menu/pkg – Standards and consistency
- 15. Development
- 16. • 424 Vendors • 3,421 Inventory Items • 14,225 Recipes – Largest known database in existence • 3 FT Staff dedicated to managing the database • 75,882 photos (432 GB) Recipes @ CBM
- 17. • Consistency in your product • Selling based on true costs • Consistency in sales force pricing • Keep profit margins where they need to be • Smart purchasing decisions • Historical data = forecasting trends – Caterers are selling for the future Why you need proper recipes
- 18. • Know your loss • What is useable product • Proper units of measure floz ≠ oz Knowing & Tracking Your Costs Loss from cleaning Loss from cooking/reduction ‘Useable Product’ loss Brisket – Start with 100# received 1. Lose 38% in cleaning – now 62# 2. Lose 39% in cooking – now 37.82# saleable 3. Lose 12% in scrap/trim from slicing
- 20. Units of Measure OZ • Chicken • Mayo • Flour Weight is always better than volume unless it is a liquid Can use weight to confirm yield FLOZ • Water • Vodka • Chopped Herbs
- 21. Inventory Setup
- 22. 1. Batch 2. Recipe 3. Complete Recipe 4. Menu/Package Understanding Recipe Construction
- 23. 1. Batch 2. Recipe 3. Complete Recipe 4. Menu/Package Understanding Recipe Construction Cooked Rice
- 24. 1. Batch 2. Recipe 3. Complete Recipe 4. Menu/Package Understanding Recipe Construction Sushi Roll
- 25. 1. Batch 2. Recipe 3. Complete Recipe 4. Menu/Package Understanding Recipe Construction Sushi Roll w/ Sauce
- 26. 1. Batch 2. Recipe 3. Complete Recipe 4. Menu/Package Understanding Recipe Construction Sushi Roll Assortment
- 27. • Tap Water • Fryer Oil • Packaging • Skewer • Garnish • Loss Include All Costs
- 28. • Food Cost – 30% Labor – 30% Overhead – 30% (or less) Food Cost – 10% to pay sales commission and profit Any average food cost 20%-30% is ok Chipotle is at 33.5% Pricing Party
- 29. • Pastry @ 20% – So much additional labor – Passed apps also good at 20% • Proteins can be up to 50% – What can your market bear • Cheap items @ lower FC% (8%-16%) – Potatoes, rice, beans • Anything bought & resold @ 50% • Packaging @ 50% Pricing Party
- 31. • Database (designed for recipes) – BEST – Designed for this use – Instantly recalculate recipes – Relational data – Expensive start up cost • Database (not designed for recipes) – OK – Relational Data – Lacks functionality – Takes a lot of time to setup • Other – POOR – Low start up cost – Very expensive in the long run – Data is flat – not linked throughout Ways to do it
- 32. • Adjust or change ingredients • Adjust yield and portion • Better purchasing Reduce Costs
- 33. Enforce Good Data Collection
- 35. Use Photography Enforce Good Data Collection
- 36. Enforce Good Data Collection
- 37. Enforce Good Data Collection
- 38. Enforce Good Data Collection
- 39. Enforce Good Data Collection
- 40. Check Accuracy Ingredients + loss = yield All costs included Ingredients are logged properly Ingredients listed in order of use Method written so a person with no experience could do Use standards – Medium Dice, Brunoise, etc
- 41. Execution We cooked it NOW We can sell it
- 42. Execution • Sales – Tasting – Tools • Moving from testing to production – Training the station – Adding to recipe book – Supervision during 1st production • Staff Education – FOH/event staff – Warehouse/packing staff
- 43. Execution
- 44. Execution • Sales – Tasting – Tools • Moving from testing to production – Training the station – Adding to recipe book – Supervision during 1st production • Staff Education – FOH/event staff – Warehouse/packing staff
- 45. To download a copy of this presentation, go to: slideshare.net/CateringChicago Jeff Ware jware@CateringByMichaels.com | (847) 966-6555 Questions?