PRS Newsletter – Volume 4

PRS Client Spotlight
Ollie Klein, Owner of Klein’s Fish Market

The Klein history in the fish industry began in 1924 with Ollie Klein, Sr., selling fish from his truck through Asbury Park, Ocean Grove and the Neptune area. In 1928 Klein rented a retail store on Fifth Avenue in Belmar. A year later he purchased property at 708 River Road and opened Klein's Fish Market. 76 years later, under the guidance of Ollie Klein, Klein's offers fresh seafood from all over the world, and has expanded the business substantially. To help support this historic operation, Klein’s Fish Market has been a Client Partner of Preferred Restaurant Services for several years and is currently benefiting from Property & Liability, Workers Compensation, Payroll, EPLI and Food Born Illness Business Interruption Insurance.

Only the freshest seafood – like Jersey lobsters, red snapper, salmon, shrimp, and Jersey clam-make it into Klein’s Fish Market & Waterside Café in Belmar, New Jersey. You can buy raw seafood to cook at home or have Klein’s prepare and cook it for you. Among the market’s popular call-in orders are cooked hard shells- leaving you with more beach time. On any given summer day, Klein’s offers more than thousand pounds of seafood; and on weekends even more- including five thousand clams alone. How to choose? There’s no real mystery to buying fish and seafood, says Ollie, a soft-spoken, pleasant faced man of fifty-five, but it does require some knowledge-both selecting fish and in the market.

"In most fish markets today, the fish Is already filleted. Sot the most important things to look for are color and texture. The fish should have a vibrant color. After it sits awhile, it gets a washed out look. If it has a brownish tint, you know I has had too much time on it. With texture, it depends on the fish, but it should be firm, not squishy. Also the fish should be resting on ice. And no smell. "Fresh fish don’t smell," was my grandfather’s favorite saying." The most important single element in buying fish is trust. If you can make friends with a fishmonger, you’ve established a relationship that will improve your chances of buying consistently good fish.: On this typical day at Klein’s, the relationship factor runs high, as many of the customers are greeted by name and, their preferences know, suggestions made about the day’s catch. Ollie’s knowledge of fish and seafood could easily fill his own book. Heck, he learned to walk at the market, and his early memories are of going with his grandfather to buy fish. Where Will Rogers never met a man he didn’t like, Ollie Klein III never met a fish he didn’t like, thought he is partial to flounder. It’s still Klein’s most popular selling fish. Explaining, Ollie says, "It’s caught locally; it’s always been caught fairly abundantly in this area; it’s nice and mild; and when I was young, I didn’t have a choice. We had fish at home for dinner on Wednesday nights and Friday nights.

The fish market is always bustling with activity. Its water-fed shucking and filet table manned by knowledgeable and friendly staff, shelling and deveining shrimp, filleting fish, and shucking oysters and clams as they traded recipes with waiting customers; others steamed hard-shell crabs or pulled fresh lobsters from tanks in the outdoor lobster shed for call-in customers; others steamed hard –shell crabs or pulled fresh lobsters from tanks in the outdoor lobster shed for call-in customers.

Klein's imparts the family flavor to its customers with an embracing, familiar and friendly service style, taking special care to assure that each customer's needs are properly met.

The Fish Market & Waterside Cafe, with its relaxed atmosphere, and the Grill Room and Sushi Bar, casual upscale restaurant, both feature great dining options, indoor and outdoor seating, and the diverse selection of seafood.

ZAGAT REVIEWERS SAY: "Klein's... setting sets an unpretentious stage for satisfying seafood specialties served in a variety of venues, from the casual caf&é, to a more formal room, to a Sushi Bar; P.S. Take a table on the dock and enjoy the view of the Shark River."

TRY THIS RECIPE: PISTACHIO DUSTED TUNA

• 1 ounce pistachios
• 2 tuna steaks, six ounces each
• ½ ounce wasabi paste
• 3 cups heavy cream
• 1/5 small onion, chopped
• 2 tablsps olive oil
• Salt & pepper to taste

In a food processor or coffee grinder, chop pistachios into dust form, season the tuna with salt and pepper, then coat with pistachios. Heat a sauté pan on high for about one minute; add oil, then sauté tuna for about one minute on each side for medium-rare. In a sperate pot, add cream, wasabi, and onion. Season with salt.

What’s Preferred and Not Preferred
Catering to Gluten-Free Guests and Food Allergic Customers is Preferred!

Approximately one-third of the US population, over 100 million Americans, are managing gluten-free or allergen-free diets, according to global research by AllergyFree Passport® and its affiliate GlutenFree Passport®, internationally recognized educational consulting firms. For this increasingly significant portion of society, dining out is one of the most frequently cited concerns. In their unprecedented 2008 benchmarking study, Understanding Gluten and Allergen-Free Experiences of Guests and Hospitality Worldwide, over 70% of the consumers surveyed, indicate that eating out with special diets impacts their quality of life on a daily basis!

Additional empirical research data indicates that almost half of the individuals following gluten-free and allergen-free diets eat out weekly close to home. Yet, over 75% of these guests eat out less than they did prior to managing special diets due to concerns about the safety of their meals, and lack of knowledgeable personnel in restaurants and other eating establishments.

Special dietary lifestyles are a necessity for those diagnosed with food allergies, intolerances, sensitivities and celiac disease—a genetic auto-immune disorder reflected in a permanent intolerance to gluten, the protein found in wheat, rye and barley. Many individuals also experience significant benefits by following gluten-free diets for conditions such as autism, Type 1 diabetes and ADD/ADHD. Because of this ever-rising demand, the US gluten-free market, as an example, is expected to explode to $1.7 billion by 2010, representing a 25% annual growth rate according to research reported by Packaged Facts.

Since eating out is truly one of life’s greatest pleasures, it needs to be enjoyed by all; regardless of whether one is following a special diet. Restaurant operators who agree with this guiding principle have benefited greatly by taking the extra steps to cater to guests with special needs. Research also supports this growing movement since gluten-free and allergen-free guests are viewed as a new profitable market by 62% of the restaurant survey respondents.

What food service providers across the globe are realizing is that these guests are extremely loyal, travel long distances, typically control the destination decision of their party, and spread the word about their experiences. If you make one person happy, hundreds, if not thousands, will follow in their footsteps! With growing consumer sentiment towards operations with special diet programs and food safety legislation continuing to spread; in time, gluten-free and allergen-free lifestyles will become universally understood and supported ways of living on a worldwide basis.

If you are looking to expand your customer base and capture part of this exploding, yet under-represented consumer segment, the path to attracting and retaining this market is well worth the effort, and not as difficult as you may think. With commitment, training, and investment, you too can attract loyal, repeat guests and increase revenues.

Preferred Restaurant Services in now offering Marketing Services and we would love to help you tell "your unique story". Please call Eva Mangas, Vice President of Marketing at 972-764-2727 for more information.

Testimonial
Novrozsky’s — Houston, Texas and Austin Texas
"Preferred Restaurant Services has been a great for us. We have a total of ten locations and the challenge of doing our own payroll was a headache! Since PRS took it over we have had more time to spend with the guest and focus more on food cost and inventory. In addition they have saved me a great deal of money on my credit card processing. We appreciate the great job the team is doing."
~ Novrozsky’s Hamburgers

More News from Restaurateurs for Restaurateurs
To explore the many benefits of partnership with Preferred Restaurant Services, please respond to this e-mail or call PRS at (888) 749-1839 and we will be glad to serve you.

Healthwise
Hilda Carpitche, director of benefits, invites you to check this section out each month with tips and information you can use to enhance your health benefits program and promote healthier lifestyles for you and your restaurant employees. We will also provide resources like Healthwise, an online library filled with thousands of health topics that may help you in designing new menu items for your guests.

More About Gluten — and Allergen–Free Offerings
Partnering with leaders such as Preferred Restaurant Services, AllergyFree Passport® and its affiliate GlutenFree Passport® educate organizations in recognizing and expanding their offerings to address guests’ special dietary needs. As global experts and creators of the award-winning book series, Let’s Eat Out! Your Passport to Living Gluten and Allergy Free, the team assists the restaurant and hospitality industry in four primary areas including innovative client solutions, allergen-free food products, training services and knowledge resources.For educational materials and additional information, visit www.glutenfreepassport.com or www.allergyfreepassport.com. To promote your gluten-free offerings, visit www.glutenfreeonthego.com, the largest global online directory of gluten-free eating establishments.

Formed by Restaurateurs for Restaurateurs
Our value proposition is simple. We can better serve you and provide you with a single source solution because we specialize in and understand the restaurant industry.

Preferred Restaurant Services continues to provide superior and specialized services in third party management, marketing, restaurant specific accounting, insurance programs and employee benefits to our shared clients. PRS is a single source provider — we identify needs that are unique to restaurateurs and tailor our services to meet each need.

The management team of Client Partner Hills Café celebrates with President Clinton during a Hillary Clinton function hosted at the restaurant after the Texas Primaries. (PRS does not officially endorse any candidate for the election.)

Ask Dean McSherry

Q: I recently had a guest fall outside my restaurant due to ice. Do you have any suggestions on how to prevent slips and falls from happening?

A: During the winter months (particularly in colder climates) we run the risk of outside falls. Inside slips and falls are also something we can take preventative measures towards. Here is a list of proactive steps to take before each shift:

1. Put salt outside on sidewalks.
2. Have employees check outside entry and indoor entry each hour.
3. Add as many carpets to front entry.
4. Add an umbrella stand to front entry way in order to prevent dripping water in dining room.
5. Post as many wet floor signs in front of restaurant to caution your guests.

Q: Do you have any suggestions on how to boost Lunch Business?

A: Promote your restaurant, be clever with reservations – greeting and seating and invite guests back!

Promoting Your Restaurant

• Boost business with local 'walk arounds'. Send your most confident server out once a month with business cards, menus and private event information. This absolutely works - there will be phone calls even before she returns!
• Create pre-ordering options for groups. Have the menu online for them to download, choose and fax back.
• Obviously with conditions, and you will have the organizer’s undying gratitude if you seat and feed her group in plenty of time.

Greeting, Seating and Serving

• Be clever with reservations. We know customers find it hard to be on time, so 'firm and fair' guidance will make it easier for you to stagger arrivals and avoid bottlenecks.
• Speed up the greeting and seating process. Dedicated hosting is essential if you do volume - can the person who seats customers also take a first drink order? Improve service speed! Can everything you serve be on the table in 15 minutes or less? If customers can be in and out within 45 minutes, you're half-way there. Check the service cycle to find all the points where 30 seconds could be saved. Sometimes it's the 'seating, menus and ordering' segment that wastes up to 10 minutes.
• Improve service speed. Calm everyone with fast drinks and bread service. A customer's minute feels like five if they're hungry - hats off to the Tavern in Austin and Sevvy’s in Dallas who both had drinks on our table within 60 seconds last week. Not because we asked, but because they are organized.

Pricing, Food Quality and Diversity

• Adjust your prices without looking cheap. Lunchtime prices should generally be lower than dinner, but that doesn't imply low quality. Develop different dishes that are faster to make and more economical.
• Lighter menu options. Yes, some things will have to go off the menu. Chances are you're creating lighter choices across all menu segments - low carb, low fat, less salt, tons of flavour. Eating with the hands is also more popular!
• Yes, you can sell desserts. They need to be fast, light and delivered as quickly as the coffee. Shared desserts reduce the guilt factor - sweet treats that can be shared are ideal eg a petit-fours plate. Special coffees are another upselling option.

Fond Farewell and an Invitation to Come Back

• Lightning fast payments. Customers can change from relaxed to anxious in those last few minutes, so efficient POS systems and modern credit card processing (check tableside options) are essential.
• Cross Promotion: Are you promoting Lunch program each evening and visa versa — dinner programs during lunch? Make sure to always promote at the bottom of each check and/or add promotional items inside check presenters.
• Send them away with information for a return - a card, a folded copy of the menu and information about group bookings.

Welcome, New Client Partners!

• La Hacienda, Houston
• Capone’s Restaurant and Bar, Houston
• Rise no.1, Dallas
• Grace, Fort Worth
• RW Pizza, New Jersey
• Energy Kitchen, Manhattan

La Hacienda, Houston — La Hacienda Mexican Restaurant has been a successful family operated business in Houston/ Port Arthur for 35 years. Owner Ernesto Cabrera and Operating Partner Mario Romero have grown one unit to three, and are currently in build-out on their fourth unit. They signed on the PRS "Property & Casualty" plan and national discount programs to take advantage of several thousand dollars in savings.

Capone’s Restaurant and Bar, Houston — Owned and operated by Craig Bloom from Smith & Wilensky’s management team and Danny Barcus from the Houston Brian O’Neil group, this chef-driven concept touts "tapas paired with flights of wine." Chef Bob Covington comes from Mezzaluna and Aspen Grille in Aspen, Colorado. He also was a Sommelier for Flemings and the Strip House. This group has taken full advantage of our "single source solution" on all insurance programs and HR/Payroll services to streamline their back-of-the-house operation.

Rise no.1, Dallas — Rise no.1 is a 92-seat "salon de souffle" and wine bar located in the heart of landmark retail center Inwood Village. A relaxed bistro focused on the souffle — the masterpiece of French cuisine — Rise no.1 is the first of its kind, bringing the French classic to Dallas diners in a comfortable, casual environment.

Grace, Fort Worth — In the fall of 2008, Grace will open its doors in Fort Worth (777 Main on the 1st floor of Carter Burgess Plaza). Adams Jones is bringing "modern American classics" to his own venture in downtown Fort Worth. Stay tuned for more details!

RW Pizza, New Jersey — Two jersey shore Domino’s Pizza locations. Drew Williams, owner, was referred to PRS by our current client Charlie Malament, owner of TBG Pizza (six locations in Maryland). Drew and Charlie, long term operators and professionals in their industry, both found PRS to be a rewarding solution for enhancing coverage of Workers Compensation insurance while experiencing an aggressive financial improvement.

Energy Kitchen, Manhattan — PRS currently services the four corporate Energy Kitchens, founded by Anthony Leone and his partner Randy Schechter, and their first franchise location, owned and operated by Peter Appezzato. We are proud to welcome the second franchise and sixth location aboard, owned and operated by Ryan Kass. PRS has played an important role for Energy Kitchen, providing human resource services, payroll processing, health benefits and Workers Compensation.This is a fabulous, unique concept growing in the Northeast. Visit www.energykicthen.com

Employees in the Spotlight

Meet Susan Carrero
A vital Team Member of Preferred Restaurant Services, Susan Carrero is a mother of two and has a passion for her "favorite crazy industry". How did she end up here? Walk with us through a timeline of Susan’s career. How did she end up here? Walk with us through a timeline of Susan’s career.

1980s: In between New Kids on the Block concerts …
Susan grew up in the food a beverage industry. Her family owned three well known fine dining Italian restaurants in Philadelphia and she ran these operations until 1990.

1990: Breakfast? Been there, done that.
Susan went the corporate path and opened the very first double galley IHOP as general manager. She soon learned that she hated breakfast, and moved on to working for one of the top most prominent operators in Philadelphia; Rick Blat stein.

1991: Philadelphia …
Susan spent 6 years with Blat stein running four restaurants and opening new concepts of themed fast casual dining restaurants and night clubs. She started with Blat stein as a service manager, spent one year as kitchen manager and then became GM. She successfully ran their highest volume restaurant that made history in Philadelphia "The Philly Rock" for many years… and oversaw other properties such as Maui Night club and Engine 46 Steak House. Before leaving Blat stein, Susan assisted him in opening his very first Airport location, Jet Rock. Rick now owns and operates over 20 properties in both the Philadelphia and JFK airports.

1997: Welcome to the jungle.
To expand her knowledge and reunite with the corporate world, Susan spent time as a regional director of training for the Rainforest Café, where she endured the challenges of opening and running a $10 million operation.

1998: Susan — from Lincoln to PRS.
While running Lewis and Clark, Susan was courted to join the Lincoln Restaurant Group as a turn around specialist. After succeeding on her very first project, Lincoln hired her as the Director of Training for Dick Clark’s, promoting her to Director of Ops with in one year and VP of Ops by her third year.

Susan then helped to lead the management division for PRS and PRMG collectively through 2005.

2005 — Present: Susan and service.
Susan began in the service division in 2005 with PRS, where she is thriving as one of our top business consultants and providing great service to many of our client partner