Reuben Riffel: How his winning collaborations work

MAY 2015

MENU MAGIC Making the most of your winter menu

Win a

trip to

Frankfurt! FIND IT ALL

AT FOODBIZ

W

PUBLISHER AND

EDITOR-IN-CHIEF

Hilary Ward

082 330 1981

hilary@rbmag.co.za

CONTACT

PO Box 1346 Cresta 2118

10 James Hyde Place

Montgomery Park,

Johannesburg 2195

+27 011 782 8636

088 011 782 8636

www.rbmag.co.za

@restaurantbusinessmag

@resbizmag

DESIGN

The Urban Art Room

www.theurbanartroom.com

Restaurant BusinessTM

magazine is published by

Cimarron Media & Marke4ng

Co. Reg. 2011/101976/07

Copyright reserved

Well, okay that’s a slight exaggera-

tion—maybe not fifty ways… But

certainly we have made it a lot

easier for our readers to get your

copy of Restaurant Business maga-

zine—delivered to your desktop, if

not your doorstep (thanks for that,

post office).

We have also heeded the

clamour from both readers and ad-

vertisers to increase our frequency

from quarterly back to monthly—

and are sending our 10 000 read-

ers a quick, easy-read digital copy

of the magazine every month.

Subscribing is absolutely free,

but to continue to get a magazine

every month, you do have to regis-

ter as a subscriber by installing our

digital desktop Communicator app.

It is an incredibly cool

and very useful tool for

busy professionals, that

will give you news head-

lines and calendar re-

minders in just minutes

every morning.

A great start to the day that needs

no effort on your part—except for

initially downloading the app (in

two minutes flat!). To get the app,

and subscribe, visit our website at

www.rbmag.co.za and click on the

link at the top of the Home page.

PS: Yes, this is a repeat of last

month’s editorial—it’s a message

that bears repeating! And a test to

see if you were paying attention.

Just kidding, but if you are reading

this (again) send me an email at

hilary@rbmag.co.za and you could

win a cookbook!

50 EASY WAYS TO GET

RESTAURANT BUSINESS Get our app!

Well done to the SACA Academy of

Chefs and Young Chefs Club who raised

R200 000 for survivors of the Nepal

earthquakes, at a fundraising dinner

held at Thava restaurant, in response

to an appeal for help from World Chefs

Without Borders.

4 restaurants

6 cover story

10 make your menu

work this winter

16 pairing beer and

food

18 enter your chef to

win amazing prizes

ON THE COVER: Reuben Riffel of

Reuben’s at the One&Only Cape

Town hotel.

BELOW, RIGHT: Execu,ve chef

Annemarie Steenkamp of the new

Open Door restaurant at Constan-

,a Uitsig. BELOW, LEFT: Lemon-

bu1er poached crayfish tail on the

menu at the Open Door.

restaurants

THE OPEN DOOR RESTAURANT

is the latest venture by Neil

Grant and Barry Engelbrecht

of Burrata and Bocca fame,

now open at Constantia Uitsig.

The existing restaurant

was revamped by Inhouse Ar-

chitects to offer several dining

areas, with menus that will

cater for all palates and appe-

tites, under executive chef

Annemarie Steenkamp.

Dining spaces include a

central bar, lunch and break-

fast room leading to a deck, a

dining room with banqueHe

sea4ng, a private dining

room, and a communal kitch-

en table open to the kitchen.

The style of cuisine is

described as modern con-

temporary, with a café style

menu by day, and more so-

phis4cated fare aJer dark.

R Reuben Riffel is a household name, a celebrity

chef and restaurateur, whose brand aHracts a

loyal following of diners who enjoy good food

and wine, but are also looking for interes4ng

experiences and entertainment.

Far from hogging the limelight, Riffel

has grown his personal brand, and restaurant

brand—Reuben’s at the One&Only Cape

Town—over the years, by a series of collabora-

4ons with other chefs, restaurateurs, celebri-

4es and sommeliers. And customers are loving

the food theatre experience.

One of the reasons promo4ons like this

work so well, is that they prompt customers to

book seats for a specific event on a specific

date—rather than wai4ng for customers to

decide they want to eat out on any random

night.

If you want to fill your restaurant on a

Wednesday night, for example –then some-

thing like the five-course wine-and-food pair-

ings held at Reuben’s on the last Wednesday

of every month could do the trick.

RIFFEL & CO.Much of the secret to suc

is getting feet in the do

So how do upper-end restaurants

dependent on healthy tourism numbers

regular customers—even in low season?

The answer is: constant

restaurant can adapt to their own business.

THE ONE&ONLY FORMULA

GREAT BRANDING

Reuben Riffel is not just a celebrity chef, but

a household name and a brand. Building

promo4ons around a brand name helps cut

through the cluHer. The brand might be your

chef, the restaurant owner, or the restaurant.

PROMOTIONS THAT WORK

One&Only has spent years building a pro-

gramme of promo4ons that work, and that

keep customers coming back year aJer year.

These include:

1. Seasonal menu promo4ons;

2. Wine promo4ons with local estates;

3. Speaker evenings that include dinner in

the price at around R295 to R395 a head;

4. Collabora4ons with other celebrity chefs;

5. Special occasions, such as Mother’s Day,

Easter, and school holidays.

RIFFEL & CO. Much of the secret to successful restaurateuring

is getting feet in the door and bums on seats.

end restaurants—often

dependent on healthy tourism numbers—attract

even in low season?

The answer is: constant promotions, that any

restaurant can adapt to their own business.

RIFFEL & CO. continued...

SUCCESSFUL PROMOTIONS

KNOW YOUR CUSTOMERS

The programme of promo4ons at Rueben's

One&Only is based on the understanding that

their upmarket customer base are well-heeled

and well-travelled, and seek out different din-

ing experiences that include cultural enrich-

ment, status and celebrity.

For other restaurants, the desired experience

may be very different. Family restaurants for

example, would base promo4ons on an experi-

ence the whole family can enjoy. What will en-

4ce your customers out of the comfort of their

own homes – live music, stand-up comedy,

wine tas4ng, flair bartending, pop-up promo-

4ons, special occasions…?

PRICE PROMOTIONS CORRECTLY

Pricing is the key to successful promo4ons.

Everyone loves a good bargain, but some cus-

tomers are much more price sensi4ve than

others. One&Only caters for the upper end

and luxury market, where the perceived value

of the promo4on is not the absolute price of

the event, but the added value it offers. If one

expects to pay R300 for a meal with wine, then

including entertainment such as a speaker of

celebrity chef demonstra4on enhances the

perceived value. Instead of just a meal, cus-

tomers are geSng a night out on the town

worth talking about.

MARKET PROMOTIONS EFFECTIVELY

An establishment like One&Only clearly has a

large budget for promo4ons. But you can do a

lot on a smaller budget. Use public rela4ons

effec4vely to get affordable publicity; take

good photographs of your chef, interiors and

food, and post them on Facebook, TwiHer and

Instagram. Become known for something –

Rocomama’s is known for best urban burgers;

Trieste in Greenside is known for best ice-

cream and gnocchi Fridays; Café del Sol built

word-of-mouth by offering tradi4onal Italian

hospitality, but reinven4ng Italian classics as

fine-dining in a sophis4cated café seSng.

Market the experience—not just the food, or the price. Use imagery

like: ‘tap into authentic food trends; escape the winter chill; spoil mom

on Mother’s Day; lazy Sunday lunches; keep the kids busy while you

relax; learn to cook with a celebrity chef…’

The Reuben Invites 2015 series of chef collabora,ons includes Tanya

Kruger and the team at Makaron restaurant (above); and globetro:ng

chef and TV personality Jenny Morris, with Vikash Coonjan, head chef

at Prime, One&Only Le Saint Géran (below).

Previous page, bo�om right: Rueben Riffel with sommelier Luvo Ntezo

and One&Only brand ambassador, Aubrey Ngcungama, hosts of a reg-

ular five-course wine-and-food pairing promo,on held at Reuben’s

One&Only on the last Wednesday of every month. Previous page,

middle: Execu,ve chef Darren Badenhorst of The Restaurant at Grande

Provence, in collabora,on with Reuben. Previous page, le$: A winter

menu promo,on with chef de cuisine, Victoria Sto1.

E Ignore this principle at your peril, for it is

what allows successful restaurants to care-

fully manage food costs and stock control.

Menus that read like encyclopaedias

are old-fashioned and inefficient. You really

can’t be everything to everyone, and s4ll

hope to offer the best quality food. When

there are too many choices on the menu,

restaurants are forced to resort to too

many frozen, pre-prepared and conven-

ience foods—or suffer wastage from ex-

pired stock.

Careful “menu engineering” also en-

sures that the menu can be updated sea-

sonally—an important part of reinvigor-

a4ng the food offering, keeping up with

trends, and exci4ng customers.

Plus, it is essential to know what catego-

ry menu item occupy, to ensure profitability:

1. THE STARS: These are items that are

both bestsellers and highly profitable;

2. THE LOSS LEADERS: These are dishes

that customers love and order regular-

By

Hil

ary

Wa

rd

EVERY WINTER WE ARE BLOWN AWAY

by the crea4vity and sheer ar4stry of the

winter menus released by South Africa’s res-

taurants. Summer menus are brilliant too,

but there is an extra effort that goes into

winter menus that speaks to the need to re-

ally entice diners to brave the cold, and leave

the comfort of their homes to enjoy the

warmth of a restaurant, and its irresistibly

comforting offerings.

A significant feature of modern restau-

rant menus—whether a fast food franchise

or fine-dining restaurant—is that they are

carefully edited to offer a range of choice

within a compact framework.

ly, but they are not necessarily the

most profitable items on the menu.

3. THE RELIABLES: Steady earners, these

menu items earn their keep reliably.

4. THE PRIMA DONNAS: Highly profita-

ble, but only rarely ordered, are these

items worth the trouble?

5. THE DOGS: Why are these even on the

menu? They are rarely ordered, and

make only marginal profit.

WINTER IS THE TIME

TO BE WOWED BY THE

FANTASTIC MENUS

COMING OUT OF

SOUTH AFRICA’S

RESTAURANT

KITCHENS. TAKE

INSPIRATION, AND

ENTICE YOUR

CUSTOMERS OUT OF

THEIR HOMES WITH

IRRESISTIBLE WINTER

WARMERS AND MENU

IDEAS LIKE THESE.

PHOTOS: OPPOSITE PAGE, TOP LEFT:

Gibson's Gourmet Burgers & Ribs has intro-

duced Red-Hot Dogs; Rolls Royce Burgers;

40 Decadently-Divine Gourmet Shakes; and

To-Die-For Belgian Beer Waffles, together

with Monday and Wednesday Specials.

OPPOSITE PAGE, BOTTOM LEFT: Doppio

Zero keeps it fresh and light for breakfast,

with a new Grapefruit and Poached Pear

fruit salad, made with a warming star-

anise infused syrup, and topped with Greek

yoghurt and cinnamon-sugared flaked

almonds.

MONDIALL CHEF RIAAN BURGER COMBINES

winter textures, colours and flavours mas-

terfully—to create a feast for the eyes and

palate. A roast red beetroot and radish sal-

ad adds crunch and a pop of colour. A Guin-

ness chocolate pie is dark, rich and velvety.

The menu is welcoming, but so are

the ambience and facili4es, with a new

fireplace recently installed, lounge chairs

and free high-speed fibre-op4c WiFi. The

idea is for locals and regulars to make

Mondiall a “home-away-from-home” and

surrogate office, for every occasion from a

business mee4ng over lunch, to an aJer-

noon of work over coffee and snacks, to

family weekend brunch.

“The idea is for Mondiall to be a busy,

buzzing lifestyle hub for residents, locals

and visitors,” says Burger.

The brasserie-style dining formula

remains, but with a whole new winter

menu, including classic signature dishes

like Steak Tartare (R88), French Onion Soup

(R72) and Coq au Vin (R190).

By

Hil

ary

Wa

rd

Menu Magic at Mondiall

The

Mondiall’s Roast Beetroot and Cauliflower Salad

may be the most beau,ful and temp,ng winter

salad ever. With hear,er winter dishes by execu-

,ve chef Riaan Burger (above), such as the classic

Coq Au Vin, Seafood Riso1o and Chocolate and

Guinness Pudding, the menu is balanced by a mas-

terful combina,on of texture, flavour and colour.

● Beetroot, cauliflower, sweet potato and

root vegetables are the star’s of this sea-

son’s winter menus in various guises: as

salads, roast vegetables, in risoHos, etc.

● Hearty roasts, like lamb shanks, roast

lamb, roast beef, pork belly, etc.

● With everyone Ban4ng, meat is a staple

on this season’s menus, in stews, casse-

roles, goulash. Everyone is serving Coq

Au Vin and other classics.

● Carbs on not neglected either though,

with luscious risoHos featuring oJen, as

well as crunchy roast potatoes.

● Sunday brunches are hot, hot, hot, as

well as Sunday aJernoon tea.

● Soups are a must

on the winter menu

too—and there are no

limits to the possibili4es

in terms of flavours, in-

gredients and styles.

EXECUTIVE CHEF AND PASSIONATE LOCAVORE,

Frans Groenewald of Gabriëlskloof restaurant

in the Overberg is “steering clear of bite-size

plated art” this winter, and embracing the res-

taurant’s country roots with rus4c dishes

cooked from the heart to feed the appe4te

and soul.

His signature slow roasted Bot River Leg of

Lamb is served with warm slaphakskeentjies

(pickled onions), then there’s drunk Elgin Free

Range Coq au Vin with green farm olives, or

crispy Anysbos Pork Belly, sourced from Oom

Johan’s neighbouring farm, served with

Hemel-en-Aarde Wheat & Pumpkin RisoHo.

Winter Favourites

Southern Sun’s bo1omless

bu1ernut soup

Local is Lekker

W Wine, it is said, accompanies food well, but

beer complements foods. Beer has many

different flavours and textures that pair

with a large variety of food – more so than

other beverages, including wine.

CASTLE LAGER

Characteris)cs:

Known for its balance between dry and

biHer, Castle Lager is described as “thirst-

quenching, flavoursome and balanced.” The

flavour profile is “somewhat dry, somewhat

biHer, never sweet.” It is mildly hoppy with

a gentle lingering biHerness.

Best paired with: Meat

Robust and full-bodied, Castle Lager can

stand up to a variety of meats, provided the

sauce is not too overpowering – especially

braai meats, such as boerewors, grilled sirloin

or anything cooked over hot coals and open

flame. It pairs well with mild curries only.

HANSA PILSENER

Characteris)cs:

Hansa Pilsener is described as “refreshing

and crisp.” Light on the palate, with a dis-

4nc4ve aroma of the Saaz hop, it has a

crisp, green, grassy aroma.

Best paired with: Mild flavours and seafood

Pilseners are medium bodied and pair well

with lightly-spiced dishes, flavoured with

herbs rather than powerful flavours, such

as: herby white fish; crisp green salads

with cream dressing; broccoli; fried Cam-

embert in phyllo pastry.

CASTLE LITE

Characteris)cs:

Castle Lite is described as “ice-cold, lite

and premium.” It has a hoppy aroma with a

green, grassy note, as well as lightness and

less body. It is clean with a sharp crispness

and a smooth, refreshing taste.

Denis da Silva and Anton Erasmus of SAB

Trade Brewers share their quick guide to

pairing some of South Africa’s favourite

beers with the foods and flavours that

bring out the best of both.

Best paired with: Mild flavours and seafood

Lower levels of biHerness and a cleaner,

crisper beer that plates well with light

flavours, such as: green salads, because of

its coarse, crisp mouthfeel and green aro-

mas; light seafood; pastas and salads.

CARLING BLACK LABEL

Characteris)cs:

Carling Black Label is described as

“intrinsic, full-bodied, and full-flavoured

with a fruity aroma.” It is a strong, easy-

drinking beer with low biHerness.

Best paired with: big food flavours

Carling Black Label goes well with hot cur-

ries because of its low biHerness. It is full

bodied enough to stand against bigger

flavours food without geSng lost. The

perceived sweetness and fruity characteris-

4cs also complement pork belly with a

sweet glaze; and sweet-and-sour s4r fries.

MILLER GENUINE DRAUGHT

Characteris)cs:

Miller is described as “fresh from the tap,

smooth, lightly-fruity and slightly sweet.” It

has a smooth mouthfeel with no lingering

biHerness and subtle hop flavours.

Best with: hot curries and so5 cheeses

The Miller’s process of cold-filtering the

beer four 4mes results in a fresher-tas4ng

beer, as if straight from the tap. It goes well

with: hot curries – serve ice-cold as an ex-

cellent “fire blanket”; and with soJ cheeses

like Brie and gorgonzola; as well as spicy,

chilli-flavoured foods like Mexican.

R RESTAURATEURS AROUND THE COUNTRY are

called to nominate their young chefs for the

Unilever Food Solutions Master Your Passion:

The Mentorship Movement competition.

Great prizes are up for grabs, and it’s a

fantas4c opportunity for young chefs to

spend 4me with a mentor, and take part in

a 4me-trial cook-off.

“Mastering 4me in the kitchen is

about maintaining control of all aspects of

the food prepara4on process at all 4mes,”

says Michel Mellis, MD of Unilever Food

Solu4ons in South Africa.

To qualify, young

chefs must be un-

der 25, have a

minimum of three

years in the industry,

and be nominated by a head chef or em-

ployer, with a leHer of mo4va4on.

The nominated chef could win an in-

terna4onal culinary experience to London

worth R50 000, while the nomina4ng head

chef stands to win a South African weekend

getaway to the value of R10 000.

Entries are open for nomina4ons un4l

August 31. The mentoring sessions will take

place between September 30 and 1 and

the finals will take place on October 29 in

Johannesburg.

Having learned the personal 4ps and

secrets on mastering 4me in a professional

kitchen from their mentors, the 2015 final-

ists will be challenged to beat the clock in a

mystery basket challenge.

To nominate your young chef, visit

www.unileverfoodsolu4ons.co.za, select

the Concepts & Promo4ons tab, and click

on Masters of Time, where you will find all

the informa4on you need, as well as the

Last year’s winner, Kerwin Buckley,

with mentor Dion Vengatass

of the Mount Nelson Hotel)

Win a master mentor and amazing prizes for your chef