PRS
Newsletter – Volume 7
PRS Client Partner Spotlight
Client Partner Chef Alex Capasso, Owner of Blackbird, New Jersey
Chef Alex Capasso has achieved a great deal in his 34 years. Most
recently, in 2007, Capasso brought his "rising star" culinary
talents back to his hometown of Collingswood, NJ. The opening of
Blackbird Dining Establishment was not only a homecoming for Capasso,
but the beginning of the rebirth of the lesser known downtown area
called the Theater District. Shortly after opening, Blackbird received
a "three bell" rating from Philadelphia Inquirer food
critic, Craig Laban.
Prior to opening his own restaurant, Capasso was the
executive chef and operator at Misto in Cherry Hill, NJ and Max's
in Cinnaminson, NJ. Capasso stirred his way to the top through sheer
hard work and diligence. As a child, Capasso was always at his Italian
grandmother's side as she prepared meal after meal for the family.
At 15 years old, he took a dishwashing job in a café. From
this vantage point, Capasso saw his future as a chef. He procured
positions in the kitchens of the region's and country's top culinary
talents, including Chef Georges Perrier, who has been an exceptional
inspiration. Capasso sought exposure to Italian, French, Lebanese,
Moroccan, Egyptian and Israeli traditions and techniques, which
he incorporates into his signature Franco-Italian cuisine.
Born in Chambersberg, NJ, a suburb of Trenton, Capasso's
roots remain in Collingswood, a hub for BYOB's and the site of a
recent culinary explosion. Capasso's Blackbird taps into this excitement
and extends it to the lesser known Theater District.
Community has always been important to Capasso. In
2004, he co-founded the South Jersey Independent Restaurant Association
to promote chefs and owners like himself, who are dedicated to supporting
and serving the region. In 2008, to celebrate the one year anniversary
of Blackbird, Capasso partnered with the local high school to educate
and reward students. He taught a series of culinary classes at Collingswood
High School and awarded graduating seniors on the honor roll with
a complimentary dinner at Blackbird to celebrate their achievement.
For more information about Capasso and Blackbird,
visit blackbirdnj.com and check out the chef's recent appearances
on ABC News Now's "Eat and Greet" show:
PRS Client Partner Spotlight
Client Partner Chef Alex Capasso, Owner of Blackbird, New Jersey
Chef Alex Capasso has achieved a great deal in his 34 years. Most
recently, in 2007, Capasso brought his "rising star" culinary
talents back to his hometown of Collingswood, NJ. The opening of
Blackbird Dining Establishment was not only a homecoming for Capasso,
but the beginning of the rebirth of the lesser known downtown area
called the Theater District. Shortly after opening, Blackbird received
a "three bell" rating from Philadelphia Inquirer food
critic, Craig Laban.
Prior to opening his own restaurant, Capasso was the
executive chef and operator at Misto in Cherry Hill, NJ and Max's
in Cinnaminson, NJ. Capasso stirred his way to the top through sheer
hard work and diligence. As a child, Capasso was always at his Italian
grandmother's side as she prepared meal after meal for the family.
At 15 years old, he took a dishwashing job in a café. From
this vantage point, Capasso saw his future as a chef. He procured
positions in the kitchens of the region's and country's top culinary
talents, including Chef Georges Perrier, who has been an exceptional
inspiration. Capasso sought exposure to Italian, French, Lebanese,
Moroccan, Egyptian and Israeli traditions and techniques, which
he incorporates into his signature Franco-Italian cuisine.
Born in Chambersberg, NJ, a suburb of Trenton, Capasso's
roots remain in Collingswood, a hub for BYOB's and the site of a
recent culinary explosion. Capasso's Blackbird taps into this excitement
and extends it to the lesser known Theater District.
Community has always been important to Capasso. In
2004, he co-founded the South Jersey Independent Restaurant Association
to promote chefs and owners like himself, who are dedicated to supporting
and serving the region. In 2008, to celebrate the one year anniversary
of Blackbird, Capasso partnered with the local high school to educate
and reward students. He taught a series of culinary classes at Collingswood
High School and awarded graduating seniors on the honor roll with
a complimentary dinner at Blackbird to celebrate their achievement.
For more information about Capasso and Blackbird,
visit blackbirdnj.com and check out the chef's recent appearances
on ABC News Now's "Eat and Greet" show:
http://abcnews.go.com/Video/playerIndex?id=5341046
http://abcnews.go.com/Video/playerIndex?id=5340998
Honors
- "Best Upscale Dining," Critics' Choice
Award, New Jersey Monthly, Blackbird, Collingswood, NJ, 2008.
- "Best New Restaurant," Critics' Choice
Award, New Jersey Monthly, Blackbird, Collingswood, NJ, 2008.
- Top 25 "Best Restaurants," New Jersey
Monthly, Blackbird, Collingswood, NJ, 2008.
- Presented a sold-out French and Italian Wine tour
dinner at the James Beard House in New York, NY, 2008.
- Awarded three bells (excellent) from Philadelphia
Inquirer food critic, Craig Laban, for his work at Blackbird Dining
Establishment in Collingswood, NJ, 2007.
- Misto in Cherry Hill, named as one of Philadelphia
Magazine's "City's Seven Best New Restaurants," 2005.
- Co–founder of the South Jersey Independent
Restaurant Association, 2004.
- Awarded two bells (very good) from Philadelphia
Inquirer food citric, Craig Laban, for his work at Misto in Cherry
Hill, NJ, 2004.
- Awarded three bells (excellent) from Philadelphia
Inquirer food critic, Craig Laban, for his work at Max's Fine
Dining in Cinnaminson, NJ, 2002.
Press
- Featured Chef on Martha Stewart Radio's "Fast
and Fancy" segment, July, 2008.
- Featured Chef on two ABC News Now "Eat and
Greet" shows, airing on TV, broadband and mobile, July 2008.
- Featured Chef on NBC 10! Show.
- Featured in Philadelphia Inquirer critic Craig
Laban's book Savoring Philadelphia.
- Featured recipes in the Philadelphia cookbook Philadelphia
Flavors 2.
- Featured in the Philadelphia Inquirer, the
Burlington County Times, the Courier Post, the Trenton Times,
Taste Magazine, NJ Monthly, Real Philly Magazine, Philadelphia
Magazine and The Artful Diner.
Testimonial
The Blackbird Dining Establishment – Collingswood New Jersey
"Preferred Restaurant Service is more than an insurance and
payroll provider, they have been a true partner in supporting my
restaurant. It is so nice to work with professionals that specialize
and understand the restaurant industry. They have been a great resource
to us and have provided support and consulting in many areas, not
just insurance. There referrals have worked out extremely positive
for us, and it is so nice to know we have them as a resource."
Alex Capasso, chef/owner
The Blackbird Dining Establishment – Collingswood New Jersey
Client since March 2007
Services provided: Payroll, Workers comp, Health benefits and EPLI
Insurance.
"Preferred Restaurant Service is more than an insurance and
payroll provider, they have been a true partner in supporting my
restaurant. It is so nice to work with professionals that specialize
and understand the restaurant industry. They have been a great resource
to us and have provided support and consulting in many areas, not
just insurance. There referrals have worked out extremely positive
for us, and it is so nice to know we have them as a resource."
~ Alex Capasso, chef/owner
The Greek Olive, New Haven Connecticut
"In January of this year, we brought on PRS to take over and
handle all of our bookkeeping and accounting services in addition
to the other services they have been providing us. We where very
hesitant to change these services, but it has been an excellent
transition. The PRS accounting staff is just wonderful to work with.
They communicate well and are very detailed oriented. They have
provided me with so much more reporting and detailed information
about my business. They have also taken allot off our plates by
out sourcing all of the bookkeeping, this over all transition has
cut our accounting expenses in half."
~ Tony Antonakis, owner
What's Preferred and Not Preferred
Focus on Private Events and Catering to help drive additional
revenues and make plan by year end
Restaurants can whip up profits by expanding into the catering business
and maximizing private event revenues. As we approach fall and prepare
for the busy Holiday Season it is import to put great emphasis on
prospecting, forecasting and booking events as well as preparing
to execute memorable experiences.
What: Driving additional revenues
to make plan by year end!
- One way to help drive additional revenues is to
forecast and sell catered/private event affairs at your restaurant.
Catered events and private events have contracted guest counts.
You can staff for a specific party size.
- The guests choose their menu selections prior to
the event. No over staffing and the food production exactly meets
the contract. Huge advantage! You can groom new wait staff at
these events.
- Since the guests have already made their menu choices,
timing is easier and the staff is more focused on quality control
issues. If you do not have a separate party room, consider the
investment. Many PRS Clients receive over 30% of annual revenue
from special event orders. The impact on income is quite favorable.
When: 4th Quarter Revenues! Fall
and Holiday Season drives New Revenues!
Where: Choose a venue. Decide early
on whether your restaurant's catering operation will be in your
restaurant or off premises or BOTH.
Whether the occasion is a corporate dinner or an anniversary
celebration, it's becoming more important for restaurateurs to offer
private rooms for special events.
BE CREATIVE with the Where...
It's an exclusive space with a lounge area, a couple
of couches, coffee tables and a stand-up bar. It's really important
to have those little spaces. There are a lot of business meetings
that would be lost in a banquet room.
As rooms become more differentiated from the main
dining room via private bars and comfortable couches, restaurateurs
should ensure that sought-after spaces are reserved in a way that
benefits the operation.
Space is expensive. If a small group books a large
room before a large group has an opportunity to book it, the restaurateur
can lose the opportunity to accommodate what could be a more-lucrative
event.
Early on, [tell the client that] you have room minimum.
It's not just the cost of your meal plus cocktails.
Why: Profit Margin
Making private events profitable for the operator
and economical for the client is an important way to maintain strong
private-dining business regardless of the economic climate.
Example:
- Restaurants that are always closed on Monday nights
– don't take that day off during the holiday season. Open
your main dining room for cocktail receptions for about 200 guests
and targeted corporate clients.
- Fully booked Mondays in November and December add
substantially to new revenue for the year.
How: Good Impression: Coordinating
an unforgettable event can instill client loyalty and draw new business.
- Staff smartly. We suggest using a additional staff
to supplement your restaurant's regular staff during catered events.
For smaller events, pull from your regular staff. Always have
people there who are familiar with your operation, who know what's
going on and can lead by example.
- Put simplicity on your menu. It's not necessary
to create a whole new menu for catered/private events. When catering
off premises, choose items that can hold their temperature during
transport and can be partially cooked ahead of time.
- Make food safety a priority. Train staff to handle
food properly to prevent foodborne-illness outbreaks. Partially
cook perishable items and store them in hot boxes or coolers to
ensure foods stay at their proper temperatures during transport.
- Make a list and check it twice. Create lists of
food items, job duties and equipment. Keep a master list for yourself
and distribute the information to staff to make sure all bases
are covered.
- Know when to say no. You can't let your restaurant
suffer once you put in a catering component. It's so easy to try
and push the envelope, but one C-minus event can really hurt both
your catering and restaurant operations.
- Even in a trying financial climate, no trend suggests
that people will choose to entertain more at home for important
corporate or personal occasions. Private events benefit restaurateurs
by generating goodwill and increasing profits. The key to repeat
business is working efficiently to create remarkable events.
Folks want a memorable type of event. If you
are selling that, you are not competing only on price.
Memorable experiences:
- Try a seven-course wine-tasting menu, with wine
descriptions explained by a sommelier before each course. Because
most of the guests didn't know each other, the tasting theme helped
stimulate conversation.
- Offer more casual menu items that work for those
with a lesser budget and holiday luncheons.
- Explaining to the staff the theme of the event
also helps set the tone.
Client Management: It's important to have a working
relationship with the client.
- Having a clear understanding of a client's vision
is essential in orchestrating a successful, memorable event.
- "I ask straightforward questions "Do
they like cocktails? What style of dining are they looking for?
Are they steak eaters? Do they like quiet spaces?"
- Such questions help managers gain insight into
a client's expectations; this in turn helps staff orchestrate
the appropriate meals in the appropriate setting.
- Ask client to show up a few hours before the event
for a final walk-through and then to arrive before the first guests
walk in.
More News from 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.
National Restaurant Association
Facts at a Glance
2008 Restaurant Industry Overview
- Sales: $558 billion
- Locations: 945,000 – serving more than
70 billion meal and snack occasions
- Employees: 13.1 million – one of the
largest private-sector employers
CORNERSTONE OF OUR NATION'S ECONOMY
- Restaurant-industry sales are forecast to
advance 4.4% in 2008 and equal 4% of the U.S. gross domestic product.
- The overall economic impact of the restaurant
industry is expected to exceed $1.5 trillion in 2008, including
sales in related industries such as agriculture, transportation
and manufacturing.
- Every dollar spent by consumers in restaurants
generates an additional $2.34 spent in other industries allied
with the restaurant industry.
- Average unit sales in 2005 were $833,000
at fullservice restaurants and $694,000 at limited-service restaurants.
- More than seven in 10 eating-and-drinking
places are single-unit (independent) operations.
RESTAURANTS -- ONE OF THE NATION'S LARGEST
EMPLOYERS
- The restaurant industry employs an estimated
13.1 million people, making it the nation's second-largest employer
outside of government.
- Eating-and-drinking places are extremely
labor-intensive. Sales per full-time-equivalent employee were
$61,344 in 2006, notably lower than other industries.
- The restaurant industry provides work for
more than 9 percent of those employed in the United States.
- The restaurant industry is expected to add
2 million jobs over the next decade, for total employment of 15.1
million in 2018.
- Get more details in our 2008 Restaurant Industry
Forecast
LADDER TO MANAGEMENT OPPORTUNITY
- One-quarter of eating and drinking place
firms are owned by women, 15 percent by Asians, 8 percent by Hispanics
and 4 percent by African-Americans.
- Eating-and-drinking places employ more minority
managers than any other industry.
- Nearly half of all adults have worked in
the restaurant industry at some point during their lives, and
32 percent of adults got their first job experience in a restaurant.
- The number of foodservice managers is projected
to increase 11 percent from 2008 to 2018.
RESTAURANTS BY THE NUMBERS
- $1.5 billion – Restaurant-industry
sales on a typical day in 2008.
- 83 percent – Percent of adults who
said there are more healthy options available at quickservice
restaurants than there were two years ago.
- 70 percent – Percent of adults who
said their favorite restaurant foods provide flavor and taste
sensations which cannot be easily duplicated in their home kitchens.
- 64 percent – Percent of adults who
said there are more restaurants they enjoy going to now than there
were two years ago.
- 62 percent – Percent of adults who
said they are likely to make a restaurant choice based on how
environmentally friendly a restaurant is.
- 48 percent – Percent of adults who
have visited a restaurant’s Web site.
Please join me in welcoming three new employees
to our team!
Employees in the Spotlight
PREFERRED RESTAURANT SERVICES NAMES TOM FLEMING CORPORATE EXECUTIVE
CHEF
DALLAS, TEXAS – Wednesday, July 9 - Preferred Restaurant
Services is proud to announce the appointment of Chef Tom Fleming
as their Corporate Executive Chef to oversee culinary operations
and concept development for Preferred Restaurant Management Groups.
Chef Tom Fleming's culinary record is highly reputable
he graduated second in his class from his studies in classical French
Cooking at Kendall College and has been featured in Bon Appétit,
Southern Living, Gourmet, Esquire, and USA Today. Fleming has also
earned the James Beard Foundation's award "Best New Restaurant"
for Brasserie Jo which he opened in Chicago for his long time mentor
Jean Joho of Everest. From France to Chicago and then to Dallas,
Fleming has embraced successful restaurants around he world with
his culinary expertise. "Chef Tom Fleming's background speaks
for itself," says Dean McSherry, CEO of Preferred Restaurant
Services. "He will be a tremendous resource offering years
of experience and knowledge that will help clients be successful
and reach their goals."
Fleming has left his creative mark on a number of
restaurants including Lombardi Mare and Pappas Brothers' Steaks.
Recently Fleming was the executive chef at Dallas' Central 214 prior
to that he was executive chef at Old Hickory Steakhouse in the Gaylord
Texan Resort & Convention Center where Fleming earned many outstanding
awards including: "Top 10 Best New Restaurants in 2004"-
The Dallas Morning News; "Best Dessert, 2004"- Dallas
Observer; "What's Hot: Dallas"- Nations Restaurant News;
and flattering reviews from D Magazine. Fleming states, "I
am pleased to be working with a respected entrepreneur like Dean
McSherry. This opportunity will allow me to utilize all my skills
in the restaurant business not only in the back of the house, but
in all areas." Tom can be reached at
TFleming@prslp.com.
Danny Martin - Business Development Consultant
- South Texas:
Danny Martin comes to PRS with 20 years of diverse restaurant operational
experience. From wholesale and retail food sales to fine dining
and special events, Danny has proven experience in front of house
and back of house operations. Working for the original founders
of the Landry restaurant chain Danny spent 7 years working financial
operations and in an operations management capacity for the special
events division. In 1992 Danny founded and operated his own successful
restaurant company. After 10 years he sold his company which still
operates to this day. As Sales Manager for the Houston office of
Aloha, Danny provided technology consulting services to more than
200 Houston restaurant companies. Using his restaurant and technology
experience he provided consulting services for restaurateurs looking
to consolidate and automate back of house operations. Danny can
be reached at Dmartin@prslp.com
or 832-287-5082.
Sherry Vicknair - Business Development Consultant
- North Texas:
Sherry understands that consulting with restaurateurs is an extremely
personal business, and it is of the utmost importance to always
listen to the needs of her Client Partner. "It is the details
that count the most and when making such an important decision,
whether you are buying our insurance programs, accounting, marketing
services or management, I understand that total trust in your partner
is fundamental and I look forward to building relationships with
you". Sherry Vicknair
Over her career, Sherry has held various managerial
positions with The Rosewood Hotel Corporation, The Mansion on Turtle
Creek, and with other companies where she has developed and mastered
the skill of customer service. She knows what it takes to be a good
listener, to have a clear plan to meet the needs of her client,
and to ultimately exceed their expectations. Sherry has a true passion
for the hospitality industry, restaurants, real estate, and interior
design and in working with people.
Sherry enjoys traveling and has enjoyed learning about
food and wine from her many experiences across the country and international.
Sherry is currently heading up a Wine Club who meets monthly and
explores both wine traditions and trends.
Please call Sherry today and schedule an appointment
so she can introduce herself and explain the unique advantages that
come with Preferred Restaurant Services single source solution.
She can be reached at 214-207-1135 or SVicknair@prslp.com.
New Clients and Added Services:
- Welcome aboard JTK Restaurants: owner Jon Kodama
- Dead Eye Dick's In Block Island Rhode Island
- Jamms Restaurant in Mystic Connecticut
- The Steak Loft in Mystic Connecticut
- Go Fish in Mystic Connecticut
- Ten Clams in Mystic Connecticut
- Dock and Dine in Mystic Connecticut
Services – P&C, Workers Comp, Payroll, EPLI
insurance and credit cards.
Welcome aboard:
Merritt Canteen - Owner Jehu Rodriguez
Bridgeport Connecticut
Services provided - Payroll, workers comp, health benefits
J.A.C.S. Energy LLC - Energy Kitchen Franchise
Location 7, Hoboken New Jersey
Craig Cohen owner
Payroll, workers comp benefits
Mother Kelly's (came aboard 4-1) Long Island
New York
Owner - Lisa Lanese
Services - P&C, Workers comp and Payroll
Cuba Restaurant – Philadelphia new opening
Owner Miguel Catenada
Services P&C, WC payroll, Health Benefits
Venice Plaza - Berlin New Jersey
Owner Richard Cambell
P&C insurance
Business Development Consultant - South Texas
Danny Martin
Business Development Consultant - North Texas
Sherry Vicknair
Added Services
- The Greek Olive Management services
- Bamm Pizza 6 locations Dominos - Health benefits
- RW Pizza – Dominos – Health Benefits
- Blackbird Dining Establishment - EPLI Insurance
- Energy Kitchen corporate - EPLI
- Southside Fish and Clam - EPLI
Newsflash
Current PRS client Brian Young (Brian O'Neils
Irish Bar & Grill and Goose's Acre) is introducing a new concept
in the Woodlands in Houston, Texas "SIRENUSE EURO BISTRO".
SIRENUSE is a western Mediterranean restaurant and bar will tout
contemporary cuisine with fashionable décor and a warm ambiance. |
