mix_matters_hi[5]-Fresh

Vol. 29

Fall

2011

I N N O V A T E I N D U L G E E X P L O R E

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You’ve just been promoted to Director of Food and Beverage for an upscale multi-unit concept and given the task of creating a beverage program that promotes “fresh” cocktails. “That’s easy,” you think; “just create recipes that use only scratch ingredients.” After all, nothing could promote “fresh” better that the exclusive use of scratch ingredients, right?

MIX MATTERS

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F R E S H by Gary Vega, Cutting Edge Marketing

Just then, you revert back to your days in operations and ask yourself, “Will this approach give me the necessary consistency we require throughout the year and at all locations?” All of a sudden what was once perceived to be a simple task has now turned into a much bigger challenge. At one time or another, every beverage director has asked the question, “How can I capture the ‘essence of fresh’ while maintaining

program?” In an effort to answer this

the meaning of the term “essence of fresh,” which in reality means the “perception of fresh.” If something is perceived to be fresh, the perception must be triggered by one of the senses. It should either look fresh, smell fresh, taste fresh, or sound fresh, through description or through the creation process. Therefore a cocktail that favorably stimulates the senses in essence, no pun intended, delivers the “perception or essence of fresh.” If one agrees with this premise, then the real question becomes, “How can one create and deliver cocktails that favorably stimulate the senses

This task may not be as challenging as one might think if

a typical bar/dining establishment. When you consider the fact that as few as 10% of the patrons in this setting actually see the entire process of their cocktail being created by

cocktail that consistently captures the “essence of fresh” is not only doable

One could argue, however, that great drink-making should be as much about showmanship as it is about taste

and perception. This point is echoed by the recent comments of John O’Connell, Corporate Director - Food & Beverage, for Hyatt Hotels and Resorts. “Watching a chef or

but it also allows them to see the

the process. Open kitchens and bars that allow the consumer to get up close and personal provide great theater for this.” John, like many of his contemporaries, understands the need to develop the proper balance between the art of drink-making

necessary for national multi-unit operations. “Scratch-made cocktails are the best you can get, but a drink with 15 steps of preparation is not always feasible for a bar or restaurant that is high volume and needs to crank out 200 plus drinks an hour.” He appreciates the quality and simplicity of today’s premium

not only deliver great taste but also simplify the drink-making process, he added, “Today, there are many

and high-quality ingredients. If

you start with these high-quality

fruit and some fresh herbs as a garnish, you can create a cocktail that not only has the appearance, aroma, and taste of freshness, but will also satisfy the need for high volume.” Jeff Ruth, Beverage Innovation Director for Monin Gourmet Flavorings, supports the

capturing the “essence of fresh” in quality drink-making. Jeff notes, “Today’s consumers are in search of true or real value in their beverage choices. Using fresh ingredients in cocktails results in better-tasting premium cocktails and elicits desired perceptions such as ‘made to order’ or ‘made from scratch.’ Additionally,

local, or even functional fresh ingredients can take on a more creative or culinary feel, which has become sought after in the mainstream, and can sometimes command higher purchase prices, intent, and overall consumer satisfaction.” Jeff also addresses some procurement challenges related

scratch ingredients when he

scratch ingredients in beverage preparation is not without challenges, however. Certain trade-offs often have to be reconciled by both the operator and consumer with regard to

not always in season, and while they may be easily obtained, often they do not taste as good as they do when they are in season. Furthermore, produce

quality and availability can vary greatly from one region to another, creating vast inconsistencies when operating multi-unit outlets in numerous states.”

and balance in beverages from fresh ingredients can be laborious

technicians. The perception of taste regarding fresh ingredients is often at odds with the reality of taste. Fresh ingredients need a catalyst

unlike food, cannot take advantage

the glass. The addition of sugar has long been, and remains, the option of choice to address this issue.” “However, in today’s market, sweetness comes in many different forms. Beverage sweetness can come from pure cane syrup, agave nectar, honey, and even contrasting

most part, as I can create unusual

with the fresh ingredients while at the same time enhancing the

supporting actor with the fresh ingredient the star!”

Accounts, for Kerry, offers additional insight into consumer preference for “perceptions of fresh” when she adds, “Customers are drawn to the perception of

dimension, and organoleptic dynamics that leave a lasting impression. It’s a preference that goes way back for most of us: picture the childhood enterprise of selling lemonade. Put a ‘freshly-

a longer line of eager customers.”

understand the appeal, and can address the down sides associated with fresh by making use of innovative, natural technology to bring the best beverage solutions. Kerry uses a variety of ingredient, processing, and packaging technologies to establish the key qualities associated with the

aroma, and visual cues of fruit identity.”

in our Fruit Innovations line to reinforce the perception of fresh. The keys are natural sweet and tart

like fresh ingredients. Some of the

is a favored ingredient with

to source. Our Asian Citrus Fruit

other citrus and spice ingredients for a pleasing, balanced formula that is consistent every time.” David Commer, President of Commer Beverage, has been creating specialty drink and beverage programs for over

chains and as one of the leading development specialists in the beverage industry. David not only understands the art of cocktail-making but also the importance of beverage consistency in multi-unit operations. He offers a unique perspective when addressing areas critical in the minds of beverage directors. “While it is a generally-held belief that fresh is better,

My opinion is that a concept

area sometimes overlooked is whether an operation and the

There are volume, storage, and consistency concerns when

Although a skilled chef or bar

depending on the variability of

ingredients due to seasonality, we normally don’t want local

environment, where consistency is critical.” So how does an operator determine the best method to deliver the “essence of fresh” consistently? David recommends

perfect starting point. He argues,

of the beverage. They come in several options, from RTU, to

in bulk, to freshly-prepared by

need. Much of what a concept chooses depends on the concept, where they are positioned, and their capabilities. In this case,

provide for consistent quality

and around the world. There is a place for everything.” This is certainly the posture taken by many of the leading

Vice-President of Marketing & Strategy for the American Beverage Corporation and its Daily’s brand, reinforces the

quality platform that drives his company’s approach. Tim illustrates this point when he

products over 50 years ago. From the beginning,

highest-quality ingredients available regardless of the challenge this presented. By starting with

blending techniques, ABC is able to deliver products that are great tasting, consistent, and a real value to our customers.” Tim adds, “Our goal is to make the same great tasting beverages everyday of the year, which is something made-from-scratch recipes cannot always deliver.

the bar chefs, saving them time, money, and headaches. We try to bring you as close to fresh as when using all scratch ingredients, but with ease and much more consistency.”

that can deliver the “essence of fresh” requires tremendous technical skills. But in reality,

companies such as Kerry and B&D Flavours of Canada. Don Poole, President CEO of Bonnie & Don Flavours, reinforces the importance of

make syrup bases, it is imperative to add some

has been stripped of most of its natural taste by

to batch,” offers Don. “As we all understand,

throughout the year going from fresh to ripe to over ripe. This creates the perfect opportunity

proper balance and consistency required for high-quality base products.” Don additionally remarked, “We have had tremendous success with our essential oil

and similarly structured products. We have perfected the process to

capabilities allow us to work with product development companies as

So if I’m that new food & beverage director tasked with creating a “fresh” beverage program, I certainly have a lot to think about, especially when I consider this added tidbit from Michael Bombard,

“The resurgence of the cocktail over the

been raised and continues to rise because chains want to keep up with the consumer demand for unique, innovative cocktails. Understanding this and knowing that

for chain restaurants, the industry has

However, there is no doubt that ‘fresh’ is,

quality and perceived value. Given the health revolution that has caused many

question will continue to be, ‘Is it better to

or take the challenge to implement fresh and absorb the costs that come with it?’ Personally, as a consultant, I believe there is a place for both. Syrups and purees

creativity as they combine numerous

same time there is no substitute for fresh

fruit garnish alone gives the cocktail a

Age consumer is searching for.” So capturing the “essence of fresh”

all, perception is reality as it relates to quality drink-making!

GARY VEGAPresident / Managing

PartnerCutting Edge Marketing

cuttingedgemarketingllc.com