Pete Jordano on celebrating 100 years Reflecting on ... - Jordano's, Inc.

Spring/Summer 2015

Pete Jordano on celebrating 100 years Reflecting on a century of success, a milestone year and the road ahead Jordano’s Customer Service Department What you need, when you need it

Center of the Plate: Ideal Meat & Provisions Customized cuts and quantities make Jordano’s premier meat supplier an “Ideal” choice Catering without chaos Alligator Pear Catering dishes on details, success and passion Make your menu work for you Simple menu tweaks can boost your sales by 15% or more VOL. I of II

Letter from Jordano’s Often as many of us celebrate milestones, we reflect on where we’ve been, what we’ve accomplished and which new joints in our bodies ache! Jordano’s 100-year anniversary is no different. From its early start in 1915 as Jordano Brothers Grocery Market in Santa Barbara, to the fullservice distributor Jordano’s Foodservice is today, the years have been challenging but good to us as a company. This year, we are embarking on a new and exciting business venture that will make us better for you, our dear customers. And, although our company’s joints might not ache, we are experiencing a serious need to stretch out. On behalf of Jordano’s, Inc., I’m proud to announce that our sister company, Pacific Beverage, just closed on a new land deal which will relocate the entire division from its current location (shared with Jordano’s Foodservice) off South Patterson Avenue in Santa Barbara to the Cabrillo Business Park in Goleta. This move will allow our booming Foodservice division to stretch out – taking over the entire block of our current location. Not only does this mean expanded freezer and warehouse space to better serve the six central and southern California counties we cover, but more office space for our amazing employees. The perfect news to share as we officially celebrate our 100th anniversary!

Celebrate With Quality.

As you grow your own business, you’ll appreciate the stories featured in this issue that showcase ingenious companies that started small, and through creativity, hard work, dedication, and a little grit, are soaring in their industry.

Happy 100th Anniversary Jordano’s from the Cantella’s. Locally owned and family operated.

As we celebrate our 100th anniversary, our goal is to preserve the great culture of our company and to remain the independent foodservice market leader for all your food, beverage, equipment and supply needs.

Jordano’s stocks the following Papa Cantella’s sausage products: Fresh Sausage:

Mild Italian Links

Chicken Cilantro Links

Fully Cooked Sausage:

Louisana Smoked Pork Andouille

Smoked Beerbrats w/ Firestone Beer

Viking Brand Danish Sausage

Smoked Linguicia

Item Code # 35809 Bulk # 35422

Item Code # 35807

Item Code # 35811

Onward and upward friends! Jim Spencer

Item Code # 35414

Vice President/General Manager Jordano’s Foodservice

Item Code # 35421

PS – Stay tuned for our Fall/Winter 2015 issue of The Scoop magazine for more information about our company’s exciting expansion efforts as we navigate through our 100th year of progress!

Item Code # 35814

For more information or to schedule a sampling please contact Rachel Cantella at (323)807-5910, call your Jordano’s rep or visit our website at www.papacantella.com Phone: (800) 727-2676 • Fax: (323) 581-4253 • 3341 E. 50th St. Vernon, CA 90058

Visit www.jordanosfoodservice.com today!

“We’ll make you a sausage you can’t refuse!”

JORDANO’S FOODSERVICE | 550 S. PATTERSON AVENUE | SANTA BARBARA, CA 93111 | (800) 826-7144

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TABLE OF CONTENTS ISSUE FIFTEEEN | SPRING/SUMMER 2015

Spotlights: Meat and Provisions: Learn how Jordano’s premier meat supplier turns the 06| Ideal tables on Center of the Plate with next-day delivery on custom cuts. Pear Catering: In an industry where caterers come and go, one ingenious 08| Alligator California company discovered how to survive. Learn how Owner, Abi Chilton, keeps the chaos out of catering. Pizza & Pasta: From legitimate farm-to-table menu offerings to their 12| Boccali’s own estate-grown wines, and happy, long-term employees, find out more about this “Original Ojai Italian” establishment.

14| Kitchen Biz Spotlight: Pair plates and food with American Metalcraft Patisserie & Bistro: A true American success story – how one fascinating 16| Renaud’s husband/wife team has grown their own French pastry empire throughout Central and Southern California.

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Contact your Jordano’s sales rep for more information. (805) 964-0626

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Frugatti’s Italian Restaurant & Catering: Quality over price – serving the Bakersfield area “Nonni’s way” for 25 years!

22| friends brought some comfort (food that is) and juicy steaks to Atascadero.

Guest House Grill: From bus boys, to roommates, to restaurateurs…how two

Features: 1915 to 2015: Take a stroll down memory lane with an in-depth look at the 18| From 100-year history behind Jordano’s. Customer Service Department: Moving her team into a new era in 26| Jordano’s Jordano’s history, how Department Manager, Terry Mish, leads her talented fiveperson team – always putting the customer first! Conversation: The first of a two-part series, our candid chat with Jordano’s 30| CEO CEO, Pete Jordano, on growing up in the family business, reflecting on Jordano’s

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Consumers are looking for beverages with simple ingredients you can pronounce as well as original and indulgent flavors that only Sweet Leaf® Tea can offer. Our variety of organic beverages are made with premium ingredients, premium tea leaves and pure cane sugar (no high-fructose corn syrup)! Homemade Goodness at its finest.

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100-year history, and the road ahead. Stay tuned for our Fall/Winter 2015 issue of The Scoop for a deeper look into Jordano’s expansion efforts!

34| In the Know: Simple menu tweaks can boost your sales by 15% or more! Recipe:

Avocado Huevos Rancheros: From breakfast to dinner, this light and 37| California healthy recipe is bursting with delicious flavors that blend together beautifully.

NWNA13968_2

Visit www.jordanosfoodservice.com today!

SPOTLIGHT

SPOTLIGHT

Meats for new menus

Supplying your Center of the Plate options Customized cuts and quantities make Jordano’s premier meat supplier an “Ideal” choice Youth can afford a person a lot of reasons to take risks, but the ability to turn those risks into rewards demands an innate drive and ambition. At 23 years old, Larry Vad founded Ideal Meat and Provisions, Inc., and he admits back then it was a risk but it was simply the only thing he knew. Today, on the verge of the company’s 30th anniversary, Vad’s company is the primary meat supplier and processer for Jordano’s, supplying twice-daily custom cuts of prime and high-grade choice meats.

The quality of meat is the differentiating factor. Ideal Meat offers USDA Prime and upper two-thirds choice Premium Reserve Angus beef to customers. Many of today’s menus call for all-natural meats. Through Ideal Meat, Jordano’s offers all-natural Angus beef that is free of antibiotics and growth hormones. “We hand-select and age our Angus beef 21 days before we cut it. This creates an amazing product with great flavor,” says Vad, adding that custom cuts and random quantities are no problem for Ideal Meat

“I started out with nothing, and I knew I could make a living in the business, but I never expected to be where I am today,” says Vad, who credits the company’s success to continually embracing the philosophy of delivering quality and taking care of the customer. Ask Jordano’s Center of the Plate Category Manager, Larry Fiscalini, about Vad’s approach and he’ll tell you it is unique. “For a company the size of Jordano’s to be able to offer our customers the ability to order any quantity of top-grade beef, pork or fresh chicken, in any custom cut way with no minimum order and have it delivered the next day is a phenomenal service,” says Fiscalini. Jordano’s customers love that they have access to this “at your beck and call” kind of custom meat supplier through Jordano’s, and Vad’s dedicated team at Ideal Meat and Provisions makes it a reality.

which leans on the skills of precision meat cutters and high-quality packaging to deliver a fresh product. Pork and chicken also get the custom-cut treatment. If a customer wants just five 10-ounce center cut or Frenched pork chops, Ideal Meat can accommodate. Portion-controlled chicken breast is cut fresh daily and offered in any quantity for “just in time” quick turnaround delivery to customers, too.

Keeping pace From faxes, phone calls and emails, Ideal Meat fulfills orders from Jordano’s throughout the day and dedicates a product specialist to assist Jordano’s Account Executives in showcasing the quality, cuts and customization for customers. Three Ideal Meat customer service representatives are solely committed to working directly with Jordano’s meat buyers. “We have loved working with Jordano’s because we are like a family and that relationship makes it easy to work

together,” says Vad, who is in communication with Fiscalini more than five times daily regarding orders, promotions and deliveries. It’s that commitment to quality that allows restaurant owners and operators to break free from “minimum orders” and standard product sizes. This approach gives customers culinary freedom to purchase their meat however they want it, proving Vad’s Center of the Plate options are the “ideal” choice.

Consider quality, custom cuts and next-day delivery when you order your Center of the Plate beef, pork or chicken. Ideal Meat and Provisions offers these benefits through Jordano’s Foodservice. Contact your Account Executive to learn more or to place your order today! Beef

Pork

ÎÎ USDA Prime-Grade

ÎÎ Premium Reserve Pork ÎÎ Custom cuts, quantities and portion sizes

ÎÎ Premium Reserve Angus ÎÎ Aged 21 days prior to cutting ÎÎ Custom cuts, quantities and portion sizes

Chicken ÎÎ Fresh daily ÎÎ Portion-controlled chicken breast

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| JORDANO’S BRINGS YOU THE SCOOP

ÎÎ Custom cuts, quantities and portion sizes

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SPOTLIGHT

SPOTLIGHT

Catering without chaos Alligator Pear Catering dishes on details, success and passion

It’s all in the details great quality and aiming for perfection. This requires constantly keeping on top of timelines and making sure quality is maintained.

But eventually the calls did come in, forcing Chilton to build a dependable team. It takes 15 full-time employees and 150 part-timers to orchestrate and deliver perfection at Alligator Pear.

Listen to the client. “I went back to school and earned a master’s degree in counseling. It’s been invaluable in training me to listen to the nuances of my client’s requests such as likes and dislikes, general ambiance and cadence for their event, preferences and budget parameters,” says Chilton.

Working with Jordano’s Account Executive, Alma Ambrose, Chilton is confident that she can bring Jordano’s her new ideas for client menus and have those ideas deployed in the most cost-effective, creative ways. “I spend a lot of time creating newness. Alma takes these ideas and makes them happen. She’s finding ways to help us stay cutting edge and is fabulous in incorporating the best products into our plan,” says Chilton who creates every single menu from scratch.

Baby steps The owner of the esteemed Cali catering company, Abigail Chilton, entered into the business in 1995 after an idea for creating cute, healthy box lunches for childrens’ parties segued into full-service catering. Now, with a list of high-profile catering events and guest lists that can top in the many thousands, Chilton’s events have catapulted Alligator Pear Catering to new heights. The company specializes in international cuisine with a California twist, combining exotic flavors with the clean, fresh tastes for which the region is famous. Chilton shares how she’s meeting the ever-growing demand for innovative menus, delivering perfection and staying true to her signature approach of catering without chaos.

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It was Chilton’s early love for food that found her at The Restaurant School in Philadelphia. After she moved to Los Angeles to work in the executive kitchen of Occidental Petroleum, her aspiration to branch off and be independent without getting in too deep began to stir. The box lunch catering idea, born from that desire, gained exposure to bigger catering opportunities for weddings, graduations and holiday parties. “I really took baby steps. I remember that when I was ready to grow, I put an ad in an L.A. magazine. I was prepared to handle the big response and all the calls,” says Chilton laughing. “Two months passed before I got my first call...I thought, ‘okay, so this is how it works.’ It was so discouraging.”

As an owner and chef who pours her heart into every event, Chilton’s small beginnings have led to colossal catering events. In the spring she will orchestrate a myriad of annual commencement receptions over two days at the University of Southern California for graduates and their families, totaling over 12,000 guests. Above all the pressure, she remains humble, thankful and passionate about staying the course and making every event special for her clients.

Alligator Pear’s advice From catering alongside celebrity chef, Giada De Laurentiis, for the Royal Family to serving top talent at the American Idol after parties, Chilton offers smart tips to help you achieve catering success. Embrace the challenge. Catering is grueling work that demands long hours. That’s why Chilton emphasizes that you have to love it to keep doing it. She says to remain passionate about her work, she must stay challenged. Chilton says the best part about the high-profile events Alligator Pear caters to is that they challenge her

Have resolve. Chilton has seen people come and go in the industry; it is physically, emotionally and mentally demanding. She encourages caterers to stick with it when times are tough and believe you will be a success, “I knew I had it in me.”

teams to be better and forces them to gain new skills to successfully accomplish those events. Break it down. Chilton advises caterers to control the size of big events by breaking it down into segments. “If we have a sit-down for 800, we break the flow of service into sections to manage it by teams,” she says. “This way we can take on a massive project and simplify it.” Change with the market. When the market changes, Chilton suggests you shift your work model. For her that means taking into consideration healthier, sustainable cuisines and special menus like glutenfree and vegetarian that are in greater demand. Shoot for perfection. No matter the price point of an event (low or high budget) Chilton says the goal is consistently delivering

Stay connected with the community. “It’s important to give back to and have a face in the community. We have provided meals at the mission, support local charities, are involved with the local Chamber of Commerce, and showcase our flavors at food and wine events,” Chilton says. Stay unified. The corporate culture at Alligator Pear, Chilton says, is one where they work hard and do it in a calm fashion. “We’re going to be under pressure, but we’re decent people and we’re going to treat others respectfully and, ultimately, that sets the tone for the event and ensures that we present ourselves in a way that rings true to our core values,” she says. For more information about Alligator Pear Catering, visit www.alligatorpearcatering.com, their blog alligatorpearcatering.com/blog, or find them on Facebook, Twitter and Pinterest.

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Congratulations JORDANO’S on 100 YEARS All Natural

Individually Wrapped for Freshness

© Stash Tea Company, Portland, Oregon, USA

SPOTLIGHT

SPOTLIGHT he doesn’t grow his own strawberries on the property, his talented team makes everything from scratch – down to the whipped cream. In the fall, they offer a scrumptious apple cobbler sourced from Granny Smith apples from their ranch. Boccali’s honest, homemade approach to cooking truly brings their customers back for more. “We are consistent – consistent with our food, consistent with our staff, consistent with our service,” he says. “When a repeat customer walks through the door, they know what to expect, and when a new customer experiences us for the first time, chances are they’ll return again. After all, that’s what it’s all about!”

Boccali’s Pizza & Pasta

Family-Owned Since 1986

In order to keep up with growing trends and accommodate customers with specific allergies or eating habits, Boccali’s now serves a myriad of gluten-free items, including gluten-free pasta purchased through Jordano’s. They also offer numerous vegan options served with hearty vegetable sauces.

Photo credit: Kristine Ellison Photography

When you hear a restaurant has been successfully operating for 30 years, you want to learn more about their “keys to success.” But when you learn they source most of their vegetables, produce and herbs from their own property, have ventured into their own estate-grown wine business, put on large-scale events catering to hundreds of people at one time, and maintain happy employees – some of whom have been with the company for 25+ years, you REALLY want to learn more. The passionate and extremely hard working owners of Boccali’s Pizza & Pasta, DeWayne and Marilyn Boccali, along with their kids Joe, Nick and Marde, have been serving the Ojai Valley with authentic “Original Ojai Italian” food since 1986. Stemming from his strong Italian roots, DeWayne saw the need for an authentic Italian eatery in the Ojai Valley. A local to the area, he started Boccali’s original location (there is now a second in nearby Oak View, operated by his daughter, Marde) on the corner of highway 150 and Reeves Road. Not only did DeWayne know this prime location would provide access to commuters passing through town, but it’s also located on a nice piece of land, full of towering trees and lush landscape – the perfect “retreat” for locals alike.

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A “frontiersman” of sorts, DeWayne and his family began using their large estate to grow their own tomatoes for their famous tomato salad, lemons for their fresh-squeezed lemonade, onions, bell peppers, eggplant, zucchini, and herbs (just to name a few) for their various menu offerings, including their homemade pasta sauce. Currently, the Boccali’s are the largest grower of citrus in the Upper Ojai Valley. With 50 years of farming business under his belt, DeWayne insists sourcing his “legitimate” farm-to-table menu offerings is not an easy task. “Our customers truly appreciate the direct-sourcing we offer them from our own ranch. We truly do it on such a large scale for our customers,” DeWayne says. “Growing your own garden is a big deal. As soon as it gets warm, people think you can grow tomatoes in Ojai, but it’s only a summertime thing. We have to be efficient and mindful in rotating our crops in and out throughout the entire year.” One of their most popular menu items is their homemade strawberry shortcake. A recipe from DeWayne’s mother, he began offering it 25 years ago as a Valentine’s Day special (after all, Ventura County is the strawberry capital of the world). Although

In 2004, DeWayne and his oldest son, Joe, decided to take a leap of faith and grow their own wine grapes for the restaurant. Ironically enough, there was an old winery on their ranch that had been dilapidated over the years – in fact, DeWayne’s grandfather used to buy wine grapes from the property before it was theirs.

Owner, DeWayne Boccali, poses with his vibrant, fresh produce.

The Boccali family.

With many naysayers telling them they couldn’t pull it off, this determined fatherson team went to work, first planting Syrah grapes – which produced! With that success behind their belt, Joe went on to produce estate-grown Grenache Blanc, Cabernet, Zinfandel, and most recently a Rose Syrah just 4.5 miles down from their flagship restaurant. Not only is their wine served at both restaurant locations, but it’s now available in local stores and other establishments around the county.

Festival in the summertime and their Pumpkin Patch in the fall. With music running through the veins of the Boccali family – DeWayne was a member of the popular Ojai Valley Boys back in the day and his son, Nick, is a drummer for the local band Blue Latitude – these events are a fun way to entertain and bond with their patrons. “This industry is truly all about relationships,” DeWayne says. “Happy customers equals a successful operation, and we’re so thankful for our ongoing success.”

Winemakers, Joe and DeWayne Boccali.

And, a huge part of their ongoing success stems from their strong, long-term relationship with Jordano’s and their Account Executive, Corey Young. “I’ve known Corey for decades. Not only is he a great businessman, but he has become a part of the Boccali family. He’s attentive to our needs and always delivers top-notch customer service,” says DeWayne. “The best thing about working with Jordano’s is they’re always there. And if something is wrong, they fix it. Our three-times-perweek deliveries are always on time and delivered with a smile. We’re truly lucky to have Jordano’s and Corey to lean on.” One thing’s for sure, Boccali’s is a local success story that will be around for years to come. DeWayne adds with a laugh, “With six grandsons in our family, hopefully our legacy will continue and they’ll take over the business one day. One day!” For more information about Boccali’s, visit www.boccalis.com.

Turning to those elaborate aforementioned events, the Boccali’s are known to have a good time. What started as a small barbecue to do something “special” for their customers has turned into two very large-scale events – their annual Tomato

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SPOTLIGHT

Kitchen Biz Spotlight: Pair Plates and Food with American Metalcraft

By Matt Kurnick, SEFA

In 2015 it’s not enough to serve great food in a visually appealing way. The serving vessels should appear to have been made specifically for the culinary creation served on or inside them. It’s now a bit easier to pair plates and food with American Metalcraft. Serving house-cured meats and local cheeses? Then these beautiful charcuterie boards from American Metalcraft are perfect. Their rich patterns and earthy looks pair perfectly with the flavors in the meats and cheeses served on them. This particular line of Ash Wood Serving Boards from American Metalcraft comes in four different sizes, ranging from 17″ x 6″ to 21″ x 10″. Operations that serve vintage cocktails already know it’s important to have martini glasses for martinis and rocks glasses for

old fashioneds. But what about the classic mint julep? Traditionally, it’s served at the Kentucky Derby in a metal cup. While most operations may not want to attempt to duplicate the horse race, they can easily replicate the feel with the 11 oz., brushed stainless steel Mint Julep Cup from American Metalcraft. While vintage cocktails have become popular again, so have old-school menu items. And similarly, it’s important for operators to serve them on dishes that give off that old-school feeling. Whether it’s a classic roasted chicken, meatloaf, or even shrimp and grits, American Metalcraft’s White Melamine Antique Platters offer the feel of a by-gone era where these recipes originated, heightening the dining experience.

For more on these or any American Metalcraft products, contact your Jordano’s Account Executive or visit www.amnow.com. All items mentioned within this article are available for special order through Jordano’s Foodservice.

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SPOTLIGHT

SPOTLIGHT

Renaud’s -A true American success story How one fascinating husband/wife team has grown their own French pastry empire throughout Central and Southern California. In June 2007, Chef Renaud Gonthier and his wife Nicole were faced with a lifechanging decision. With Nicole’s father extremely ill awaiting a lung transplant at UCLA, they agreed that they wanted their daughter, Morgan (just shy of two years old at the time), to have the chance to know him better. Living far from UCLA, this meant they would have to take a leap of faith and relocate their family to the Southern California area. But, with much looking, no culinary positions were available for someone of Chef Renaud’s caliber. Insert Nicole’s “ahha” moment. Nicole, a seasoned professional with a strong background in Business Administration, approached her husband with the idea of opening their own business together. On January 9, 2008, Renaud’s Patisserie & Bistro opened its doors in Santa Barbara’s Loreto Plaza bringing with it a much-needed French twist to culinary cuisine in the area. Pulling from his fierce passion for fine pastries, croissants and other French fare, Chef Renaud and Nicole were determined to work hard and put everything they had

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into making their business work. “Hard work is definitely a factor in our success, along with an unwavering desire to produce beautiful pastries,” said Nicole. “Renaud’s is truly a lifelong dream of my husbands, and I am so lucky to work alongside him as we expand upon his dream. He originally came to the United States with $100 in his pocket – he has truly achieved the American dream! He is incredibly smart and passionate about his craft, so being able to work with him really shows both of us how each of our individual strengths and weaknesses compliment each other.” Turning back the clock, at the young age of five, Chef Renaud baked his first cake and was hooked. His early education brought him to Europe’s finest culinary schools and pastry shops. He then began work as a top pastry chef for the Ritz Carlton, followed by his tenure at the internationally famous Barton G. Catering firm in Miami, Florida – which led to Renaud’s mastery of the art of creating the finest pastries and desserts. What started in 2008 as one restaurant has now expanded to five locations throughout Southern California, as well as a massive presence in the local upscale grocery markets, Gelson’s.

“Gelson’s came to us for their Santa Barbara location when the bakery they had was branching off into a very successful restaurant venue,” said Nicole. “We had been with them for about two years when we approached them about possibly using us in one of their Los Angeles locations. After much success in Long Beach, they offered us the La Cañada Flintridge location. Thankfully, around the time we signed the lease for the Long Beach location, we also purchased a small commercial kitchen in the area to be able to bake croissants for the Los Angeles locations.”

Speaking of family, Jordano’s Account Executive, Don Owens, has truly become a member of the Renaud’s team – in fact, he has served as their Account Executive from day one. “Don is someone who goes out of his way to make sure that we have what we need to be successful,” said Nicole. “There have been times when we have realized that we’re out of a particular product at 4:59 p.m. on a Friday. We call Don and he makes a special delivery to bring us what we need to be successful. He is not only thoughtful and conscientious, he actually cares about the success of his customers.”

Besides exquisite pastries and delectable desserts, Renaud’s offers a délicieux breakfast and lunch menu inspired by the Provence region of France. Thanks to these extended menu offerings (think Egg, Ham & Cheese Croissants, Three Egg Omelets, and Fresh Brioche French Toast for breakfast, and Raclette Cheese Tartines, Caprese Salads, Oven-Roasted Chicken Sandwiches, and Croque Monsieur for lunch), many of their patrons come in for a meal, then leave with a pastry or dessert for later.

From bacon and ham to gruyere cheese and fresh mozzarella, all-purpose baking flour and cake flour to egg yolk and apricots, Renaud’s relies on Jordano’s Foodservice to deliver the myriad of products they need to run their business efficiently.

With so much competition these days, Chef and Nicole lean heavily on their experienced “just as passionate” team to keep their business forward-thinking all while staying true to their European roots. “We are very lucky to have a wonderful team who works hard to create new, exciting pastry items,” says Nicole. “There are times we will try something out and if it works we keep it, if not then at least we’ve tried! An example of a recent ‘hit’ is our éclair with a lemon cream and lemon glaze. I’m a lemon lover, so I came up with the idea, then handed over the execution to our Executive Pastry Chef, Julien Jeannot.”

“We are excited to call Jordano’s our primary vendor servicing all of our locations,” says Nicole. “We rely heavily on Jordano’s and have never had anything other than positive experiences. I also want to point out how important of a role Jordano’s Coffee & Chemical Program is to us. We’ve worked with Department Manager, Mickey Cornish, since day one and feel very strongly that they provide top-notch, quick service anytime we need to call. Jordano’s has been there from the start, and we remain incredibly grateful to have their support.” For more information about Renaud’s Patisserie & Bistro, visit www.renaudsbakery.com or find them on Facebook.

A very family-oriented establishment, the majority of Renaud’s staff has worked with them for a long time – some since day one. They all recognize the importance of creating a positive experience for their guests from the moment they walk through the door. In fact, a huge portion of their business is from repeat customers who respect their establishment and feel like they’ve become a member of the Renaud’s family.

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FEATURE

FEATURE

A Century of Progress

Take a stroll down memory lane with an in-depth look at the 100-year history behind Jordano’s. Pushing the Limits

New Beginnings Four sons of Italian immigrant James Jordano open their first store in Santa Barbara in 1915, followed by a second (1918) and third (1919). They introduce the concept of “Cash & Carry” grocery shopping.

Our “Can-Do” Era! The families of the four Jordano’s brothers unite to create a California corporation and serve as stockholders. Jordano’s adds a Wholesale Meat division to help families put meat on the table.

The Era of Immigration saw thousands of Europeans flood to America to start a new life. Following The Great War, people were ready to rebuild and begin anew.

1915

1925

Pulling Back

America’s war effort creates an era of people bringing together different skills and uniting to produce a common good. From big bands and victory gardens to service clubs, America was in it together.

1935

1945

Jordano’s pushes its retail limits by adding eight more stores, creating a chain of grocery stores spanning three counties. Pacific Beverage Company forms in 1963 as a separate division dedicated to Jordano’s thriving beer distribution business. From mini skirts to the moon landing, free speech protestors to Andy Warhol paintings, America

was pushing

1965

Technology Innovations

Everything is in retreat and regress: America pulls out of Vietnam, the president resigns,

The Hubble Telescope reveals advances in a world of new technology.

gas is rationed. The Great Recession means a new austerity and there is uncertainty about the future.

every boundary and opening new frontiers in space, arts, and society.

1955

Jordano’s sells off Chef’s Vendors, eight local stores and closes its wholesale meat business. In 1977, the company regroups and founds Jordano’s Foodservice. In 1979, it opens its current location off Patterson Avenue.

1975

1985

1995

Jordano’s implements break-through technologies for fleets to serve customers more expediently. Full GPS and PeopleNet systems allow drivers to go paperless, assess KPK, and receive real time vehicle performances and fuel savings.

The Space Shuttle Atlantis docks with the Russian space station Mir. The internet, cloning, satellites and fuel cells all pave the way toward an expanding technological future.

2005 - 2015

Looking On The Bright Side “Anything Goes” In 1923, Jordanos Brothers Inc. takes an unorthodox move and daringly becomes the first major business to relocate off State Street. They open their first modern supermarket on Canon Perdido.

It’s the Jazz Age, Speak Easies, and Talkies! In Santa Barbara, the 1925 earthquake brings down the business district, but brings about an architectural standard in Spanish Mediterranean style. 18


Jordano’s optimistically opens three new grocery stores plus a wholesale produce division. At Prohibition’s end, Jordano’s secures the second liquor license in town, and opens the Deluxe Liquor Store. The decade’s Great Depression brought America down, but certainly not out. Shirley Temple, happy radio shows, and the glamorous movies of Hollywood keep the country hopeful about the future ahead.

Post War Growth In 1955, Jordano’s opens the city’s first real modern Supermarket and adds three more. In response to the demand of growing communities and schools, Jordano’s launches its Institutional Foods Division.

Era of Big Expansion Jordano’s rapidly expands – inventory grows from 2,500 items to 11,000, its sales force triples, and Jordano’s business territory expands from the tri-counties to Los Angeles, Kern, and parts of Orange County.

The All-American family

From big hair to big ideas, the space

grew with the baby-boomers into the suburbs. Homes now expand with kids, new kitchen appliances, and even television becomes part of family life.

shuttle to shoulder pads, PCs and MACs to Michael Jackson and real estate – it’s all booming and it’s all about expansion.

Age of New Communications Jordano’s new technology nearly perfects order taking / fulfillments. To lessen any incidences of error, Jordano’s implements a voiced hearing order system helping fulfillment teams walk to the exact aisle / bin and not only read what a customer needs, but hear it, too.

The early 2000s bring about substantial communication and technological advancements like the iPod, iPhone, YouTube and Google Glass. The internet expands rapidly allowing for instant worldwide communication. 19

SPOTLIGHT

Frugatti’s Italian Restaurant:

Quality over price – serving the Bakersfield area “Nonni’s way” for 25 years!

TELERA ROLL

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Growing up in Grumento Nova, Italy, Ralph Fruguglietti learned the ropes of authentic Italian culinary tradition from his mother. She did things “Nonni’s way” – never compromising quality over price. Just as his mother never cut corners in order to save a dime, Ralph took on the same mindset when opening Frugatti’s in 1990. “For me it was an easy decision to go with quality rather than price since I had watched my mom use high quality ingredients my whole life,” said Ralph. “I also worked in sales with IBM right out of college and realized how much more loyal customers are when they buy quality rather than price. The price guy is just chasing coupons.” Through Jordano’s, Ralph sources tomatoes from the Cortopassi family; one of the most expensive but best tomato products on the market. He also imported in an authentic wood-burning oven from Milan and serves only Certified Angus Beef brands on his menu.

Keeping things in the family, Ralph’s wife and children also work alongside him – it’s this family dynamic that he believes helps set Frugatti’s apart from the more “corporate Italian giants of the world.” “There is always a family member in the restaurant with exception to Sunday nights,” he says. “That’s when we have family night at my house and everyone is there. Otherwise, our patrons will always see a family member working at Frugatti’s.” Although a large portion of their menu items stay true to their Italian roots, they do offer an extensive selection of nontraditional items like Filet Tip Caesar Salad, Thai Chicken Salad and Garlic Chicken Wraps. Ralph made the decision to branch out in order to offer a wider variety to accommodate different palates – especially during the popular “lunch rush” – and he has seen great success with their large beef and seafood offerings, too.

About 10 years ago, Ralph (a competitive discus thrower) began developing a personal ‘side menu’ that would allow him to eat off his own menu. He wanted to create a menu that would provide him with the perfect combination of calories, carbs, protein, and fat to sustain him while competing in or training for big sporting events. Of course, the offerings are also low in calories, making them perfect for someone trying to lose weight or just eat healthy. After a while, his customers caught on to his special side menu and, after some customer testing, Ralph decided to add the special items onto his restaurant’s main menu. “It’s a great way for us to offer our guests a healthier alternative to the options on our menu and has become quite popular,” said Ralph. Another contributing factor to the success of Frugatti’s is their amazing, knowledgeable staff. Due to their close proximity to a major university, Ralph says that although most of his employees are students, they stay

21

SPOTLIGHT

SPOTLIGHT

Frugatti’s Italian Restaurant & Catering, continued between four and seven years (and some longer than that). In Frugatti’s management and prep area, he has employees who have been with him for 20+ years – one of which is his son, Anthony, who serves as their catering manager. Having longterm employees is a true testament to a company’s structure, of which Ralph points back to their core family values. With Anthony at the helm of their catering business, catering now accounts for about 20 percent of their overall business and has steadily increased by their participation in more bridal shows and events where they’re able to showcase their extensive services. Frugatti’s largest catering event took place this past December, where they catered to 2,100 people. In fact, their catering business has grown so steadily that five years ago they built two side restaurant outlets in a large citrus packing plant offering the plant’s employees fresh, healthy food – all cooked to order.

Although Ralph attracts most of his business from word of mouth and happy customer referrals, he remains adamant about constantly adding new ways to reach his current and potential customer base. “We leave no rock unturned so to speak,” he said. “That’s why we do Facebook, Twitter, eClub (e-newsletter), in-store promotions, and direct mail pieces to engage with our audience. We also personally respond to each and every Yelp review – good or bad.” Circling back to Ralph’s motto of quality over price, he points out that a great asset to their ongoing success is his close relationship with Jordano’s Account Executive, Mike Ward. “Mike is fantastic,” Ralph points out. “He actually listens to the customer and knows I am driven by quality not price, so we won’t even discuss price until we have determined whether a product is a good fit for our company. There are too many sales people out there that think price is the only lead into a sale…

don’t get me wrong, I always expect a fair price, but I’m also not expecting a Mercedes at a VW price.” The fact that Jordano’s is a family-owned, independent foodservice distributor also bodes well with Ralph. “Jordano’s is a lot like us – they compete against the big guys with a unique smallness and respect that I can relate to, and I look forward to our continued partnership.” For more information about Frugatti’s Italian Restaurant & Catering, visit www.frugattis.com or find them on Facebook and Twitter.

Guest House Grill: From bus boys, to roommates, to restaurateurs – two friends bring some comfort (food that is) and juicy steaks to Atascadero. Eric Peterson and Trevor LaSalle met while bussing tables at a local steakhouse in Templeton, CA. They became roommates at Cal Poly where they both pursued business degrees. As their education progressed in college, so did their ranking at the restaurant. They began as bussers, then moved to serving and eventually made their way to management. Once they had their education complete, and plenty of experience in their back pocket, Eric and Trevor decided that they both had a strong aptitude for the industry and broke away from the steakhouse to test their luck with a restaurant of their own. In October of 2007, the former bus boys became restaurateurs when they purchased a Mexican restaurant called Medio Mundo in Atascadero. After the purchase of the location was finalized, Eric and Trevor spent the following three months on renovations. The overhang of the upper patio was completely rebuilt in and partially enclosed, and they added plenty of heaters to the area in order to keep the patio warm and cozy during the winter months. In addition to the upper patio, a lower patio was built that included an ambient fire pit and waterfall. In January of 2008, the two proud owners opened the doors to their newly remodeled restaurant and the Guest House Grill was born.

22 | JORDANO’S BRINGS YOU THE SCOOP

The mission of the Guest House Grill is to provide a place in Atascadero that combines great service with fantastic food and drink. Having once been in almost all the different positions within a restaurant themselves, both Eric and Trevor know that great service comes from happy employees. “Keeping the staff happy is one of our biggest priorities – happy staff leads to happy customers,” said Eric. One way they are able to achieve this is by keeping schedules flexible, allowing shifts to be switched, and making sure their employees get their requested time off. The Guest House Grill, values family time so much that they close their doors on holidays. “We feel it is important for our staff to be able to spend these days with their families,” said Eric. “Another reason that our staff is always in good spirts is because they are treated with respect and are viewed as co-workers as opposed to the more usual dichotomy of employer and employee.” Most cities these days have plenty of steak houses with a traditional Americana menu to choose from. However, Atascadero is unique in the fact that steakhouses are somewhat limited in the area. It was serendipitous that Eric and Trevor came to Atascadero. It gave them the opportunity to bring a traditional steak house menu, but with an added twist. “We wanted a menu that had a lot of different options,” said Eric. “This was achieved by creating a diversity in our menu that not only included fine cuts of steak, but entrée salads, comfort foods, pastas, and less

expensive hamburgers, too. However, in true steak house tradition, the best sellers are still the Center of the Plate options – all cut in-house by Chef Rob Lewis – which includes a myriad of Choice ribeyes, filets and sirloins.” The Guest House Grill uses Atascadero’s “small town” influence to its advantage. In a time where advertising is being driven mainly by multimedia such as radio and print, and now with the use of social media outlets such as Facebook, Twitter and Yelp, the Guest House Grill has found its own success with good old fashion positive word of mouth. “Maintaining a good reputation and rapport with our guests and staff alike keeps people coming back,” said Eric. Like many restaurants, Friday and Saturday evenings are the busiest, so to capture as much traffic flow as possible, they decided to bring in live music. “The music creates a completely different vibe in the restaurant compared to other nights. It’s extremely popular, and there’s nothing better than seeing our guests having a fun time,” said Eric. A big draw to the Guest house Grill are their “nightly specials.” To boost sales during the typically slow Monday and Tuesday nights, Eric and Trevor decided to run great deals to draw in the post-weekend crowd. On Monday nights, guests can come in on a budget and eat their fill with the “All You Can Eat Spaghetti Special” for $11.95. On Tuesdays, they can have their steak and eat it too with the “Steak Dinner for 2 Deal”

for $22.95. According to Eric, though, the best deal of the week is their Sunday steak and lobster meal for $25.95. The last thing any business wants is to run out of a product during business hours. Insert Jordano’s Account Executive, Jim Scoville, who works closely with the Guest House Grill to ensure that their restaurant is fully stocked. “It is great working with someone who truly cares about our business,” said Eric. “Jim and Jordano’s Foodservice are always quick to help when we need something last minute or if we forget to order something. He keeps us upto-date on what’s new in the restaurant world and is always available for our phone calls and e-mails. Jordano’s is a great company – we have always enjoyed working with them, and look forward to many more successful years together!” For more information about Guest House Grill, visit www.guesthousegrill.com or find them on Facebook.

23

FROM OUR FAMILY TO YO URS: CONGRATULATIONS, JORD ANO’S. YOU ARE A TRUE VISION FAMILY-OWNED SUCCES OF S.

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FEATURE

FEATURE

What you need, when you need it

Customer service at Jordano’s Foodservice leaves no room for error

When product lines and services grow at Jordano’s, the impact is directly felt in customer service. The domino effect means orders and phone calls increase, the knowledge base for over 10,000 stocked items must expand with every customer service representative, and processes must be streamlined to create efficiencies.

The planned relocation of Jordano’s Pacific Beverage Company in 2016 will allow for the expansion of Jordano’s Foodservice warehouse space and for the relocation of Mish’s customer service department. The expansion will, of course, mean new digs, more office space and a new lobby for Mish’s team. This will also expand the inside marketing efforts of the customer service department, including more room for product tastings and demonstrations. “We are already changing how our team operates day to day,” Mish says. “As the sales force grows, we are adapting our capabilities and technology to deliver greater support to our account executives and improved service to our customers.”

But two things never change – the time-honored tradition of always getting a live person when you call the Jordano’s customer service team and being treated with courtesy. Jordano’s passionate customer service team understands that the customer is the reason the company is growing, improving and physically expanding. Terry Mish, customer service department manager, recalls 20 years ago when her team was fielding more than 400 orders daily. At present day, not only is her team of five challenged with filling orders, but they’re also educated on every stocked item, trained on ServSafe® techniques and the seven principles of Hazard Analysis and Critical Control Points (HACCP). “We have had incredible growth in both our sales force and customer base. But we’ve had to evolve to become leaner, more efficient and even more educated to meet the needs of our customers and the standards of excellence set forth by our founders,” says Mish.

Preparing for progress A huge part of supporting Jordano’s 45 account executives includes training her staff to step in when an account executive is ill or on vacation. “Our amazing customer service team is always ready to step in and assist with questions, orders and fulfillment for our customers in a pinch,” says Mish. Jordano’s customer service department is truly the epitome of teamwork – always putting the customer first!

Questions? Feel free to contact Jordano’s customer service department at (805) 964-0626 Monday through Friday from 8:00 am to 4:00 pm, and Saturdays between 8:00 am and noon.

Pictured above from left to right: (Back row) Andrew Almanza, Courtney Acosta, and Maurice Hicks; (Front row) Annel Valdez, Terry Mish, and Stormy Esp.

Touching base If you’re a current Jordano’s customer, you may have experienced an unexpected phone call coming from Jordano’s customer service department. A new initiative of the customer service team is to connect with customers more frequently – all in an effort to help Jordano’s improve in service, supply and in overall processes. “It’s a simple thing, but we really want to know from our customers how we are doing and where we can better ourselves,” she tells. “Our team documents any advice or concerns, and Jordano’s will act upon them in an effort to have continuous improvement.”


27

FUELING YOUR

PASSION MORE day parts. MORE price points. MORE quality. ©2015 Tyson Foods, Inc.

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CONGRATULATIONS JORDANO’S ON YOUR 100TH ANNIVERSARY!

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FEATURE

FEATURE

Embracing evolution with CEO, Pete Jordano

First of a two-part series that reflects on a milestone year and the road ahead It’s easy to be upbeat about a 100-year birthday when you’re Pete Jordano. Learning from his father and uncles as the family-owned business took shape in the early 1900s, young Pete had no idea then that the small neighborhood grocery store would someday be responsible for the foodservice needs of thousands of customers across the six Central and Southern California counties Jordano’s Foodservice serves. In 1975, Pete took the helm as chief executive officer. Today, as the company continues to grow and expand they are preparing Jordano’s Foodservice for profound growth. We spoke with Pete about their centennial anniversary and how the stepping stones of the past have paved the way for the company to make significant strides in expanding, improving and delivering the quality products and services Jordano’s customers expect today and well into the next 100 years.

Pete as a 2nd Lieutenant in the Marine Corps circa 1956.

Pete Jordano is pictured here at Jordano’s 2014 Food & Equipment Show held at Earl Warren Showgrounds in Santa Barbara.

30| JORDANO’S BRINGS YOU THE SCOOP

Scoop: Your father, Frank, oversaw sales for delivery to retail customers. What were the lessons he imparted to you so many years ago? Pete: My father worked hard; he was one of the four original founding brothers of Jordano’s. He put in long, physically tough hours and seeing that taught me work ethic. From the age of nine, I worked in the grocery store, cleaning the floors. It wasn’t until I went to college that I learned people celebrate New Year’s Eve with a party – that’s because the last day of the year we did our inventory when the store closed and then we worked long into the night scraping and oiling the floors. That was part of the job and my father expected hard work out of me. But, later that became a bit of a problem. You see, after four years at college and three years in the Marine Corps, I returned to the store. I felt as though I had to prove something to make up for my time away, so I tried to work longer, quicker and faster than anyone else. You must have balance or other things in your life suffer. Scoop: In your early days of working in the stores, what were the hurdles in getting good produce and products? Pete: In the ‘40s Santa Barbara was very much a “growing” area – meaning a lot of produce was grown here and many local farmers would bring items into our grocery store. But as the stores grew, there wasn’t enough local produce here to meet the demand. So we began sending a truck to the produce market in Los Angeles on a daily basis. That one truck driver was also our buyer and he worked for our company for 55 years traveling to and from Santa Barbara to LA. Because he was so dedicated, we established strong relationships with those produce markets.

Scoop: What would you say the hallmarks of great customer service were in those early years? Pete: We were taught how to build a reputation with the customer, to be pleasant, courteous and acknowledge them. It’s the same then as it is today. But we’ve always believed that it starts with the employees and treating them well.

The Jordano family circa 1899. Father James Giordano, identical twins John and Dominic, 5; mother Annetta holds baby Frank. Standing in back are Josephine, 9, and Peter, 11. The child in the middle was taken in as an orphan to raise by the family.

The 600 employees working for Jordano’s today, work hard and when you work hard as a company, good things happen. Our average employee has been with Jordano’s for 16 years. We believe it is important to recognize them by complimenting their work and saying thank you. Seems simple, but it’s very important to us. Scoop: Did you ever have a dream to do something else? Pete: I probably didn’t know I wanted to live in Santa Barbara when I was younger. After I went to college, I was offered a job with Shell Oil out of the country, and I suppose that was a very romantic idea, but

Peter Jordano is pictured at right. He served as a clerk in Jordano’s first grocery store opened in 1915 located at 706 State Street in Santa Barbara. Peter was one of the four founding Jordano brothers (Peter, Dominic, John, and Frank).

then came three years in the Marine Corps – it was between wars, which meant I was stationed in places like Quantico, Virginia and Fort Sill, Oklahoma. Maybe I saw those places and realized Santa Barbara was a pretty good place, because I returned.

Some people think that because I have the Jordano’s name, I was just handed the business. Not at all. When I returned from the Marines, my cousin was running the company and I was started at the lowest level – I worked the forklift, to truck driver, to order desk, and then salesman. But that experience ended up being a huge benefit. Scoop: How so? Pete: Well, like so many great companies of today that have deep history, there are storms to be weathered. As I took over the company in the ‘70s, we had to first fix some financial problems and that meant selling off the stores. That was really a hard decision. But when I had to ask our employees to really help out and dig in, I had their respect. I wasn’t asking them to do anything I hadn’t already done. They recognized that and we got out of that stumbling block and the company has a

and a Crate & Barrel. We were in the wine distributing business for a while, too. There is a lifecycle to those things and you have

An exterior rendering of the proposed Pacific Beverage facility, a division of Jordano’s food and beverage distribution.

be able to recognize when it’s coming to an end and then part with it. Scoop: What do you think your grandfather, James Giordano, would have to say about the state of the company today? Pete: I don’t think they could imagine it. When my grandfather came his name was Giordano. He had four sons that went to school in Goleta County and couldn’t speak English. The teacher asked them their name and she spelled it out phonetically. That’s how we became Jordano. So I think he would be surprised to see that spelling become the household name. We are the oldest continuing business with common ownership in Santa Barbara

Checkers like Zola Arnold (pictured), usually knew all the regular customers by name. Circa 1948.

good name – but there were never any silver spoons being handed out. Scoop: In what ways did those weathered storms inspire greatness within the company? Pete: It helped us recognize that we had to be ready to evolve. It helped us see that all businesses have a life cycle. For instance, we sold off those grocery stores to Smith Food King that eventually became Albertsons. Unless you are a giant in that industry today, you aren’t going to do very well. It was a really good move for us and we can see that now – then we certainly weren’t sure. In terms of more recent history, we were at one time in the party rental business which was very successful for a period of time. We had a retail store that at its peak was a cross between a William Sonoma

Jordanos was proud of their beautiful displays of fresh fruit, vegetables and canned goods. Photo circa 1930.

and the second largest independent foodservice distribution company in California. We have just acquired nine acres of property to build a new facility for Pacific Beverage Company, so we can allow Jordano’s Foodservice Division to expand into a total of 190,000 square feet. So, as an immigrant who came from Italy in 1888 and worked as a migrant farmer in Santa Barbara, my grandfather – I believe – would be very proud of what’s being created here.

31

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FEATURE

FEATURE

Designing for Dollars

Simple Menu Tweaks Can Boost Your Sales by 15% or More! By Pat Wetherhold for Pizza Magazine

We’ve all heard the saying, “You only make one first impression.” Your menu is your restaurant’s first impression. It’s the first thing your customers look at when choosing to order from your restaurant. With the right mix of menu engineering, design and distribution, you can jumpstart your business by attracting new customers, while boosting frequency and the average ticket on return customers’ visits. According to experts, a typical restaurant can realize 15 percent or more in additional profit from a menu redesign! Let’s look at several ways you can increase your sales by designing a better menu and getting it in more potential customers’ hands.

Costing and Rating To get started, carefully consider the profitability and popularity of every item on your menu, then think about how placement and design will influence your customer’s choices. This is known as menu engineering, and it can work magic on a menu’s moneymaking potential. This is not a task to be completed in a few hours or even a few days. It could take weeks, but the hard work will pay off. Here are the steps: Costing your menu items. Determine your costs for each and every item on the menu. This means breaking down the costs of every ingredient on each item. What does each item cost you to make? This will be a time-consuming process, but you can’t determine ideal profitability for each item until you know how much it’s costing you. Rate your menu items. Look at each menu item in terms of popularity and profitability. Menu engineering experts recommend the following rating system: ÎÎ Stars – High profit and high popularity ÎÎ Plow Horses – Low profit, high popularity ÎÎ Puzzles – High profit and low popularity ÎÎ Dogs – Low profit and low popularity Make some tough choices. Now you’ll need to decide which menu items to keep, which ones to change and which ones to get rid of completely. ÎÎ Stars – Obviously, you want to keep your stars and highlight them on your menu. ÎÎ Plow Horses – People are ordering these products, so they’re definitely keepers. How can you change a plow horse item to improve its profitability? How about pairing it with a salad or soup and raising the price by a dollar? ÎÎ Puzzles – Why aren’t customers ordering these items? Are your servers calling attention to them? Do the recipes need improvement? Can you do a better job of highlighting them on your menu? ÎÎ Dogs – There will be some “dog” items that you’ll need to keep on your menu; however, they should not be emphasized in your menu design in any way. If you can get rid of a “dog” entirely, you should do so.


Once you’ve got a firm grip on the popularity and profitability of your individual menu items, it’s time to come up with a new design for your menu. A well-designed menu calls attention to the items that make you the most money. Here are some tips to keep in mind: Use visuals to highlight high-profit menu items. Placing an item in a box with a bolder font and different color can help sell more of your high-profit “star” items. But don’t go overboard - highlight only one “star” item per category (such as specialty pizza, pasta, calzone, etc.) on your menu. Use mouthwatering food photos. People buy with their eyes. Unless you own a fine dining restaurant, use food shots in your menu design. But don’t clutter it up with too many pictures; just a few will do. Do not right-justify the pricing on your menu. Tuck the pricing into the end of the item description. This focuses customers’ attention on the food item itself, not the price. Use vivid adjectives in your descriptions. Item descriptions should not merely list ingredients; they should create desire in the customer to buy this item. Use descriptive words to help your guests taste the food in their minds.

Example: ÎÎ “Before” description: Cheese Fries – French fries, seasoned, with beans and cheese. ÎÎ “After” description: Cowboy Cheese Fries – Seasoned fries smothered in our famous cowboy beans and sharp cheddar cheese. Delete the dollar signs. Studies have proven that consumers order more items and/or more expensive items if you do not use dollar signs in the pricing. Everyone knows that the number is the price, so why add the dollar sign? It simply reminds customers that they’re spending their hard-earned dollars!

Use common sense about cents. The average restaurant can realize $10,000 or more in incremental revenue in one year by changing cent pricing from $.95 to $.99! Customers probably won’t even notice. Even if they do, a four-penny increase in their favorite dish will not send them running to your competition!

Takeout Takes Off If your establishment has a dine-in area, you obviously should have a dine-in menu. If you also offer takeout and/or delivery service, you will need a takeout menu, too. Make sure you carry the branding of your dine-in menu over to your takeout menu. There are a number of ways to get these menus into customers’ hands, including: ÎÎ Place them on your counter in an attractive Lucite rack. ÎÎ Make sure your servers include a takeout menu with every check and/ or doggy bag. ÎÎ If you’re delivering pizza boxes, tape a takeout menu to each pizza box that’s delivered to your customers. ÎÎ Direct mail your takeout menus to a radius around your location to generate traffic and increase sales. ÎÎ Feature your takeout menu prominently on your website. A restaurant that does not regularly (at least once per year) update its menu pricing is losing potential profit. The cost of creating and printing new menus is small when compared to the money you’ll lose by not adjusting your prices. A professionally designed and engineered menu will go a long way toward keeping your restaurant ahead of the curve. Get started on your menu redesign today! Source: UniPro Operator’s Edge

35

RECIPES

Recipe: California Avocado Huevos Rancheros Author: Chris Scheuer, The Café Sucré Farine Blog; and the California Avocado Commission Whether it’s Cinco de Mayo, Mother’s Day or a special family celebration, this delicious, vibrant version of the Mexican classic, Huevos Rancheros (literally translated “rancher’s eggs”) will be sure to please! It’s light, healthy and bursting with delicious flavors that blend together beautifully.

Ingredients 3 ripe, medium fresh California Avocados, seeded and peeled (#56060 1 case; 60 ct.) 1 cup fresh cilantro, divided 1 ½ tsp. dried crushed red pepper 2 Tbsp. fresh lime juice 2 Tbsp. olive oil, divided

There is nothing like a happy customer. Every patron has their own preference when it comes to food and beverage choices. PepsiCo Foodservice makes it easy to satisfy everyone by providing some of the world’s most established and trusted brands for every type of operation. But we don’t stop there. Innovation is ongoing and our mission is to continue to provide the right products that deliver those so important smiles.

1 large jalapeño, finely chopped ½ cup finely chopped red or yellow bell pepper

That’s our promise. For more information, contact your local Jordano’s account executive.

Instructions 1. In a small bowl, mash the avocados with half of the cilantro, lime juice and salt to taste. Set aside, covered with plastic wrap touching surface.

2. Heat half the oil in a 12-inch nonstick skillet over medium-high heat until hot. Add jalapeño and bell pepper and cook, stirring, until the peppers begin to soften, about 1 minute. Add garlic and cook, stirring, until fragrant and golden, about 30 seconds. Add tomatoes and corn, sprinkle with sea salt and cook, stirring, until slightly softened and heated through, about 1 minute. Stir in the remaining cilantro and season with sea salt and pepper to taste. Transfer to a bowl and wipe out the skillet.

3. Heat the remaining oil in the skillet over medium-low heat. Break the eggs into the skillet, sprinkle with salt and pepper, and cook, covered, until the whites are set, about 5 minutes.

4. While the eggs cook, wrap the tortillas in a damp paper towel or a damp kitchen towel, then wrap loosely in plastic wrap and place in a microwave-safe resealable plastic bag (keep the bag open to vent). Microwave until warm and flexible, about 15-30 seconds. If you don’t have a microwave, warm each tortilla in a dry skillet over medium heat until soft, then wrap in a slightly damp kitchen towel until ready to prepare.

5. Place a warmed corn tortilla on each of the serving plates. Divide the avocado mixture

1 medium clove garlic, minced

evenly among the plates on top of tortillas. Top each with an egg and some of the tomato/ corn mixture. Garnish with more cilantro and/ or fresh oregano, if desired. Serve immediately.

2 cups red and/or yellow cherry tomatoes

Serving suggestion: Garnish with fresh lime wedges if desired. Beverage pairing: Nice with fresh-squeezed orange juice.

2 ears fresh corn, kernels removed ½ tsp. sea salt, plus additional to taste 2 tsp. finely chopped fresh oregano

Questions? Contact:

Fresh ground black pepper, to taste

Market Development Manager PepsiCo Foodservice – Southern California Phone: (951) 318-9832

4 large eggs

Leesa Taylor

©2015 PepsiCo, Inc. All Rights Reserved. This Ad contains valuable trademarks owned and used by PepsiCo, Inc. and its subsidiaries and affiliates to distinguish products and services of outstanding quality.

Serves 4

4 (6-in.) corn tortillas

37

7.375"

Charlie’s Pride® is Proud to Offer Our Select Line of Quality Products to Jordano’s Valued Customers

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Sausage Links Cotto Salami Grated Cheese

Mortadella Spaghetti Sauce Pepperoni

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Meatballs Dry Salami Bulk Sausage

INKS

From our family to yours... Congratulations to Jordano’s on your Anniversary! 714.954.0615

LEON RICHMAN DESIGN

Charlie’s Pride’s products are exquisitely tender and delicious — the perfect addition to any premium deli. Ask your Jordano’s Representative for more information, or call 877.866.0992, visit www.charliespride.com, or email Phil Tanico at [email protected]

4C Process

4.75"

Established in 1969, Charlie’s Pride is a brand of excellence and a name that you and your customers can trust and rely on. With their commitment to quality and everyday value pricing, Charlie’s Pride continues to build consumer loyalty.

CONGRATULATIONS

ORDER YOURS TODAY #3954 24/16.9 oz.

IMAGINE A WORLD WITHOUT PLASTIC BOTTLES. WE DID.

Everyday choices can make a big difference – Like choosing pure, triple-filtered Boxed Water instead of plastic water bottles. Renewable, recyclable materials and more efficient shipping all help to reduce our carbon footprint – and yours. Reach for Better.