1. food and drink
2. beverages
3. non alcoholic beverages
4. coffee and tea

Fall/Winter 2014
Sustaining the future of an industry
Green Star Coffee succeeds
in the art of Fair Trade
It’s all in the family
How Beach House Fish
successfully passed the torch
Jordano’s Equipment and Supplies
Department
Get to know more about the
division that flies under the radar
of some of Santa Barbara’s
most high-profile projects
Bouncing back from disaster
How one local restaurant
overcame a devastating fire;
emerging stronger than ever
Letter from Jordano’s
Otis Spunkmeyer is YOUR PARTNER in Profitability!
From the #1 brand of frozen cookie dough, to the #1 brand of individually
wrapped muffins, Otis Spunkmeyer has the products your customers will love.
In March 2015, we are going to celebrate something extremely special
at Jordano’s – our 100th anniversary as a local, family-owned business.
When we stop to truly consider what 100 means, it certainly puts this
milestone for our company in perspective.
Here are just a couple historic events that occurred 100 years ago:
• The first commercial airline flight took place between St. Petersburg
and Tampa, Florida.
• Mother’s Day became an official U.S. holiday.
• The first steamboat passed through the Panama Canal.
• Stock brokerage firm Merrill Lynch was founded.
• The Greyhound Bus Co. began in Minnesota.
• The U.S. Post Office first used an automobile to collect and deliver mail.
• The U.S. State Department started requiring photographs for passports.
Succeeding in business for 100 years takes more than just dedication. It takes a keen ability and foresight to
adapt to the evolving needs of our customers. But no one knows this better than our founders, and we remain
forever grateful for the fortitude and vision they had.
Our story started in 1915 as a local grocery market, and we now serve over 37 different market segments as
an independent broadline foodservice distributor. Some of the market segments we serve include restaurants,
caterers, wineries, schools, colleges and universities, hotels, resorts, casinos, bars, golf courses, health clubs,
and government agencies, as well as a marine and export department that handles our offshore business.
In this issue of The Scoop, we invite you to learn more about some of the various market segments we are proud
to service. After all, it’s thanks to businesses like these that we’ve remained in business for so many years.
Thank you for helping Jordano’s reach 100 years!
Jim Spencer
Vice President/General Manager
Jordano’s Foodservice
Visit www.jordanosfoodservice.com today!
JORDANO’S FOODSERVICE | 550 S. PATTERSON AVENUE | SANTA BARBARA, CA 93111 | (800) 325-2278
#41108 2/10” 14 Slice
Chocolate Mousse Cake
12|
#41095 2/10” 16 Slice
Fudgie Dark Chocolate Cake
TABLE OF CONTENTS
ISSUE FOURTEEN | FALL/WINTER 2014
Spotlights:
Bubbles Baking Company provides
homemade pastries using the finest and
freshest ingredients. Our company history
dates back 40 years of experience making
quality food for families, businesses
and individuals.
Star Coffee: Roasting a more meaningful coffee bean, this Santa Barbara07| Green
based company is celebrating 10 years of sustainable practices.
20|
#4411
1533 22/10”
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6 SSl
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i e
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rawberry
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irll C
hees
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esec
ecake
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Baking Excellence Since 1970
##41155
#4
1155 2/10”
2/10 116
6 Sl
SSlice
Sli
llice
ice
ic
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Original C
Or
Carrot
arro
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rott Cake
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07|
House Fish: Take a highly successful 30-year-old restaurant; flip the
09| Beach
concept on its side, then stand back to watch the success unfold. How new
Owner, Kiona Wachter, is paving the future with fresh ideas and fantastic fish!
10|
Command Performance Catering: From humble beginnings to major success
– how one local catering and event production company has survived 28 years
of event perfection.
11|
Marisol at The Cliffs Resort: Blend one of Central California’s most dramatic
views with a world-class resort offering brilliant culinary twists on coastal
cuisine, and you’ve got a destination worthy of five stars.
12|
Jill’s Place: It’s one of the worst nightmares a business owner can dream of – an
extensive fire, burning your entire establishment to the ground. Find out how
Owner and Operator, Jill Shalhoob, bounced back from disaster; and stronger
than ever.
Features:
16|
at harry’s, our chefs use only the freshest
ingredients to create our superior artisan
line of kettle-cooked soups and sauces. their
passion for premium, small-batch goodness
is what makes us different from all the rest.
10|
simply great taste – it’s what keeps them
coming back for more.
Get to know Jordano’s Equipment and Supplies Department: How Department
Manager, Larry Williams, and his stellar team deliver unparalleled customer
service.
20| Celebrating a Century of Progress: Jordano’s 2014 Food and Equipment Show
a Customer Loyalty Program: Five Best Practices and Six Clever Ideas
24| Building
You Need to Know
27| Catering to Your Customers: 15 Restaurant Website Best Practices
32| 10 Natural and Organic Food Trends on the Rise
Recipes:
33| From Sea to Land – Two Savory Recipes That Are Sure to Please!
W e p u t o u r h e a r t s i n t o e v e r y b o W l.
Enhance your menu today by calling 1-800-307-SOUP or visit www.harrysfresh.com
16|
Visit www.jordanosfoodservice.com today!
SPOTLIGHT
Coffee that cares.
From the farmer to the roasting of the bean, Green Star Coffee
is genuinely protective.
of the usual commodities market
based systems that force farmers
to severely discount their products
in order to compete. Green Star
Coffee’s
purchasing
methods
guarantee farmers a fair profit
margin which allows them to invest in
infrastructure improvements for their
cooperatives and enhance schools,
roads and medical facilities for their
communities.
dehydrated mashed potatoes
and casseroles
Simple. Classic.
Made with 100% Real Idaho Potatoes.
®
“Our customers appreciate both the
quality of our products and knowing
that by choosing Green Star Coffee
they’re helping to perpetuate positive
change for coffee farmers and the
planet,” Daniel says.
For more information, visit simplotfoods.com/traditions
©2014 Simplot
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Santa Barbara, Green Star Coffee has an
unparalleled reputation for sourcing only
the finest Certified Organic and Fair Trade
coffees and teas from premier growing
regions around the world. Green Star has
served as one of Jordano’s coffee and tea
suppliers since 2008, and although they
just celebrated their 10th anniversary
this year, it’s their contribution to the
future of the industry that is to be truly
celebrated.
Ecological sustainability
GoLDEN aWaRD Nt®
Item Number
Locally owned and operated in beautiful
The success of Green Star Coffee is a
result of their employee’s passion for
artisanal roasting methods, as well as
their commitment to the core values of
economic and ecological sustainability.
Daniel Randall, Green Star’s managing
partner, says their values stem from a
desire to break away from the pitfalls
In addition to offering a superb line
of 100 percent organic products,
the company provides complete
coffee solutions for a diverse array
of corporate, restaurant, wholesale,
and retail clients. Because they only buy the
top three percent of the specialty coffee on the
market, Green Star Coffee can offer a wider variety
of proprietary and custom blends of Certified
Organic and Fair Trade coffee.
Meticulous roasters
To properly roast, you must first understand the
bean. The process takes time, skill and lots of
roasting experience.
Roasting coffee transforms the chemical and
physical properties of green coffee beans into
roasted coffee products. The roasting process is
what produces the characteristic flavor of coffee
by causing the green coffee beans to expand
and to change in color, taste, smell, and density.
Unroasted beans contain similar acids, protein
and caffeine as those that have been roasted, but
lack the taste. Heat must be applied for chemical
reactions to occur – the sum of which are referred
to in the industry as the “profile” of a roast.
Green Star Coffee’s array of roast profiles
are aimed at influencing the acidity of the
coffees.
“We like to roast away the unpleasant acids
while preserving the enjoyable fruit acids.
The result is smooth and flavorful coffees
Trending upward
Fair Trade USA, the leading third-party
certifier of Fair Trade products in North
America, has certified one billion pounds
of Fair Trade coffee since its founding
in 1998. This historic milestone, made
possible by the sustainable sourcing
practices of manufacturers like Green Star
Coffee, proves that consumers are voting
for a better world with their purchases, and
demanding sustainable, ethically sourced
goods nationwide.
without bitterness. The added benefit is
that our coffee is easy on the stomach,
which is huge for people with such
sensitivities,” says Daniel, whose process
calls for a “roast-to-order” mentality that
offers more of an on-demand roasting
rather than mass-produced batches.
The result is increased quality and
freshness in a rewarding, rich and complex
cup of coffee – a process they simply do
not compromise on.
For more information about Green Star Coffee,
visit www.greenstarcoffee.com or
find them on Facebook.
7
SPOTLIGHT
Sorbet
Filling shoes and filling orders
Authentic
Beach House Fish reels in the rustic fish market charm.
I
gelato
gelato
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gelato
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sorbet
sorbet
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gelato
gelato
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gelato
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t’s a story of success. For over 30 years,
the iconic Eric Ericsson’s, now anchored
on the Ventura Pier, served as the
neighborhood go-to restaurant. Known
for the area’s freshest seafood and
consistently great views, the restaurant’s
owner, Eric Wachter, poured his heart
and soul into it daily.
sorbet
fish market style menu which allows the
customer to choose their own seafood
selections, and then choose how they
want it prepared. Customers can also
choose from a variety of unique side
dishes from jalapeno zucchini corn
fritters and Asian cucumber salad to
seafood Mac & cheese and the classic
clam chowder.
Tough skin
When you create a wave of change, it’s
bound to wash up all sorts of remarks.
The move exposed Kiona to an earful of
commentary about the changes she was
making.
sorbet
But just two years ago, he cast his
daughter, Kiona Wachter, for the new
role as Beach House Fish’s new owner.
With her dad an accomplished chef and
successful entrepreneur, Kiona admits
she had big shoes to fill.
• No Antibiotics Ever
• Fed a Vegetarian Diet
• No Preservatives
Since taking over, Kiona did what she
does best...she enhanced everything –
including changing the name.
• No Added Hormones
Mary’s Free-Range
Chickens grow
naturally with plenty
of room to roam in a
caring environment
on ranches in sunny
California.
Our Chickens are cooled
with a state of the art “Air
Chilled” system. Air Chill
helps inhibit the likelihood
of bacteria growth by
keeping all the chickens
independent.
WWW.MARYSCHICKENS.COM
The menu was washed with new flavors,
cocktails were infused, the beer selection
grew craftier and the wine list matured.
O
ur quality says a lot about us, and so do our
customers! When you want the best spices and
custom seasonings with personal service to match
– turn to Baron Spices & Seasonings for a whole
new taste of success.
Fred Sanchez
Sr. Account Executive
Cell: (818) 331-5754
“I wanted to give everything a very rustic
and genuine fish market taste and feel,”
says Kiona, who evolved the decor with
a comfortable self-seating dining room
and views of the ocean from the dining
counter.
Shifting the dining experience from
traditional table service to counter
service was the biggest change. In an
effort to eliminate the reputation of only
being a “special occasion” restaurant,
Kiona focused on creating a more casual,
inviting atmosphere. She designed a
“There are regulars who have been with
us for a long time, and the move to counter
service was definitely an adjustment for
some, while others embraced the change
saying this is what Ventura has been
missing,” said Kiona. “The hardest part
is being the daughter and hearing, ‘the
daughter ruined it.’ But then there are
the ones who were at first skeptical, but
after trying the food and loving it, they
forgot that they didn’t have table service
before,” she says. “That is the biggest
satisfaction.”
One thing’s for sure, Kiona takes
customer loyalty very seriously.
“It’s an honor that my dad turned his
success over to me, and I’m conscious of
that responsibility every day,” says Kiona.
“There were days when it was frightening.
I’ve always been comfortable with the
creative end of the business – menu
creation and serving in a chef’s role. But
then I started to manage food costs and
people... it was all new to me.”
While many of the items on the menu
changed, Kiona was careful not to change
what had been successful. Customers
will still find the restaurant’s signature
jalapeno beer batter for the fish n’ chips
and the longtime customer favorite, clam
chowder.
The value of relationships
It does help to know her dad is just a call
away, but Kiona relies less and less on
him. Other relationships have given her
an added comfort level with running the
show.
With 90 percent of supplies and food
sourcing delivered by Jordano’s, Kiona
appreciates making one call for order
changes, advice and product needs.
“I’ve actually had a connection with my
Jordano’s account executive for many
years. He dated my cousin,” she says with
a laugh. “But that relationship makes a
huge difference when I have questions or
need to understand how to choose a new
french fry. I know that he will give me the
most honest answers and prices.”
When her father was asked what his
vision was for the next 30 years, he said
his dream was to see the legacy continue
with his daughter. As a relatively young
business owner, Kiona respects the past
but is always evolving and staying on top
of trends. It’s that entrepreneurial spirit
that will likely ensure Beach House Fish
thrives for many more decades to come.
For more information on Beach House
Fish visit BeachHouseFish.com.
9
SPOTLIGHT
SPOTLIGHT
Event perfection on command!
SoCal catering show stopper invites you to, “Be our guest!”
proteins. “Their teams are simply some
of the hardest workers I know, and their
dedication and service to the customer
is what has earned them this success.”
Command Performance’s teams cater
events at many exclusive locations – to
parties as large as 4,000 guests – all
while delivering unforgettable service
to multiple other high-quality events all
within one weekend.
Celebrating
28 years of catering
and event production, Command
Performance Catering has catered to
Southern California’s most beautifully
unique locations and for events of all
types – from businesses, to celebrities,
to weddings. But what sets Command
Performance Catering apart from the rest
is their dedication to dramatic food, expert
service and a passion for event perfection.
The management team of Command
Performance Catering isn’t ashamed of
their humble beginnings. The company
began operating out of a congested
8x10-foot office but has since expanded
exponentially.
“I knew them from their early beginnings,
and it really is a great success story. Today,
the company operates multiple kitchens
and has multiple offices. They have grown
Command Performance Catering into
something that is so successful and so
big,” says John Wagner, Jordano’s account
executive, who supplies Command
Performance Catering with locally
sourced produce and Center of the Plate
10 | JORDANO’S BRINGS YOU THE SCOOP
Command Performance, leaning on
Jordano’s Equipment and Supplies
Department, is in the midst of adding
on a whole new tasting kitchen that will
allow their catering clients to experience
the flavors and presentation of the
dramatic dishes they prepare.
“The key to our success has always
been to maintain a consistent level of
quality, value and follow-through with
the attention to detail that our clients
expect. This is the common goal of our
management team; we treat every event
as it is the most important event we will
ever produce delivering 100 percent
commitment to every detail,” says Kirk
Memoli of Command Performance Catering.
Whether the event is a fundraiser, gala,
wedding, holiday party, or intimate
gathering, Command Performance’s expert
staff supports and assists customers in the
venue, theme and cuisine selection. One
memorable venue that is sure to impress
is the exclusive Ronald Reagan Presidential
Library which includes the Air Force One
Pavilion featuring the only place in the world
where you can tour and dine under the
expansive wings of Air Force One.
At the heart of
each special
event is high
quality food.
Chef Maya
Chrestensen’s
passion has
elevated the
standards of
Command
Performance’s
cuisine. Their
entire team
of chefs and bakers stay on the cutting
edge of trends to constantly create new,
fresh and exciting dishes and flavors that
stun guests with gorgeous presentation
and remarkable culinary experiences.
For more information about
Command Performance Catering,
visit www.cpcatering.com or
find them on Facebook.
A waterfront oasis!
Marisol at The Cliffs feeds the hunger for breathtaking
beauty and food as fresh as the ocean air.
Dramatic and award winning, Marisol
at The Cliffs maintains a reputation for
providing one of the most spectacular
settings for dining in Central California.
Perched atop a 100-foot cliff overlooking
Pismo Beach, guests take in the striking
views of the area’s pristine beaches and
powerfully curling waves.
“Marisol” translates to “The Sun and the
Sea”, and nowhere is this more evident
than through the soulful flavors of the food.
As the signature restaurant of The Cliffs
Resort, Marisol at The Cliffs has forged
relationships with local growers, fisherman
and suppliers to deliver deliciously unique
American cuisine.
Executive Chef, Jose Garcia, is the culinary
mastermind of signature dishes like
the Santa Barbara White Sea Bass with
Onion Souboise and White Quinoa-Raw
Asparagus Salad. Other creative dishes
include the Coffee-Orange Marinated
Tri Tip and the Potato Layered Salmon
with Marinated Tomatoes, Asparagus,
Meyer Lemon Vinaigrette, and a Balsamic
Reduction.
Located near Santa Ynez wine country,
Marisol at The Cliffs is a natural stopping
point for California’s wine enthusiasts
who appreciate the complement of the
restaurant’s extensive wine offerings with
amazingly fresh food – all set amongst
a breathtaking backdrop. In fact, their
wine list was awarded by Wine Spectator
Magazine and includes some of the
Marisol at The Cliffs
has forged relationships
with local growers,
fisherman and suppliers
to deliver deliciously
unique American cuisine.
Executive Chef, Jose Garcia, and
Jordano’s Account Executive, Chantell Crews
hottest local vintages in addition to Sunset
Magazine’s picks for the “Best Western
Wines.”
The close relationship between Chantell
and Jose allows the restaurant to manage
food costs as well.
Not to be downplayed, however, their
Sunday brunch draws nearly 400 guests
each week and is a favorite to many locals.
The extensive menu includes carving,
omelet and waffle stations, along with
sushi, smoked salmon and delectable
fresh pastries. While the view certainly
draws clientele in, Marisol’s amazing
customer service, highly trained and
knowledgeable staff, locally-sourced
menu offerings, and comfortable
furnishings all provide the solid backbone
to keep guests coming back for more.
“We meet with her weekly, and it enables
us to bring in a good product at good
prices,” said Mike Casola, chief operating
officer for the resort whose menu also
features fresh produce from the fields of
local farmers and seafood that’s fresh off
the boats of local fisherman. “We focus
so much on local sourcing and naturallyraised meats and poultry; we really look
to Jordano’s to help us with that service.”
Jordano’s Account Executive, Chantell
Crews, works to supply Marisol at The
Cliffs with on-trend Center of the Plate
proteins like black tiger shrimp, Japanese
bread crumb chicken tenders and Ahi
tuna, as well as important “back of the
house” supplies like cutting boards, gloves
and pan liners.
It’s all about indulgences at Marisol at
The Cliffs. Exquisite food and oceanfront
views all within an opulent resort that is
perfect for special occasions, destination
weddings or weekend getaways.
For more information about Marisol at
The Cliffs, visit www.cliffsresort.com/dining
or find them on Facebook.
11
SPOTLIGHT
SPOTLIGHT
Let’s rewind for a moment to Jill’s
beginnings, as it definitely shines a light
on how she has found so much success
as an entrepreneur.
Jill’s Place–Bouncing Back:
How One Local Business Overcame Disaster; Emerging Stronger Than Ever.
I
t’s one of the worst nightmares a business
owner can dream of – an extensive fire,
burning your entire establishment to
the ground. While some call the thought
unimaginable, Jill Shalhoob, owner and
operator of Jill’s Place in Santa Barbara,
called it reality. In May 2013, Jill’s Place
experienced a fast-burning fire that
severely damaged her popular restaurant,
closing it for what would be an entire year.
“People ask me how it was to have an
entire year off,” said Jill. “Well, to have your
day-to-day life stop so abruptly is definitely
not a vacation. Initially, it took a while for
it to actually set in that my once bustling
restaurant would be closed for a while –
first I thought six months, then it turned
into one year. I am not a patient person,
I’m more spontaneous, so realizing this
was simply out of my control wasn’t easy.
I basically had to make arrangements
12
| JORDANO’S BRINGS YOU THE SCOOP
to completely reopen my business –
from insurance, to city regulations, to
contractors and subcontractors – it was
truly like starting over.”
While a catastrophe of this magnitude
could bring some people down, Jill made
the decision to turn this negative into
a positive and bring back Jill’s Place
stronger than ever. “I’m so thankful for all
of my amazing customers. They’ve been
such a source of overwhelming support
throughout this process. They missed the
restaurant, the service, the food. That
gave me strength to keep moving forward,”
stated Jill.
In fact, her customers were such a
positive influence, they actually thanked
her for reopening. “When our customers
returned, they thanked me. To that I said,
‘no, thank YOU!’”
Although Jill is the daughter of Jerry
Shalhoob, owner of the highly successful
Shalhoob Meat Company, she sought
out to make her own name in the local
foodservice industry. Jill began her
professional career with Shalhoob Deli
& Catering in 1987, serving deli-style
lunches and soon developed an off-site
catering company specializing in grilled
meats. Side note: Jill loves to grill. She
took her passion for grilling, and grew
her catering services to serve 1,000’s of
people at one time. “I learned so much
through the catering side of my business
that I never knew before. You learn a lot
catering to such large groups – there are
so many special techniques I picked up
over the years in order to serve such large
crowds. One thing’s for sure – when I grill,
I grill, so I try and work the grill as often
as I can!”
In 2002, with a wealth of knowledge
under her belt, Jill decided it was time to
expand her services to offer a full-fledged,
in-house dinner menu. Insert Jill’s Place!
“I remodeled the deli space to create a
dining room, made a few additions to the
kitchen to accommodate dinner options,
and obtained a type 47 liquor license,”
she said. “Along the way, I literally taught
myself how to run a full-service restaurant.
Things fell into place pretty quickly, which
let me know I made the right decision.”
The following are practices for which Jill credits her
steadfast, loyal clientele and, therefore, her successful
return to the restaurant business following 2013’s fire:
1. Always remain forward thinking, and be consistent.
Food makes people happy, therefore it makes me happy. I always try to look
at the big picture and present my guests with the best foodservice possible.
I always ask myself “what do my customers want,” and that’s consistent,
great food. That sense of consistency spans to our front and back of the house, too.
I ensure I’m consistent with my staff, the food quality and our customer service/
appreciation. Consistency is truly the key to any great operation.
2.Keep your team motivated! Along with training my staff to know our
menu, I teach them that what you put out is what you get in return. Keep a positive
attitude. Get to know our regulars. Be consistent in great customer service. Even
when a night starts on the slow side, I challenge my staff to remain positive and
upbeat because that’s what will bring customers through the door – and it works!
3.Treat your customers like friends. At Jill’s Place, our customers truly
are our friends – and they feel it. We provide our customers with good home-style
food at reasonable prices, greet them at the door with smiles (some even with
hugs), and say goodbye when they leave. It’s all about fantastic customer service!
4.Jump on the social media train! Before we reopened, I took full
advantage of ramping up our social media efforts to market our “new” place. My
tactic was to get word of mouth going that we were reopening and better than before.
With so much success via outlets like Facebook and Twitter, I’ve kept our social
media efforts going. You have to make it fun – post great pictures and insightful
information. Our customers frequently tell me they saw our posts and love them.
5.Utilize your sales rep. Although I give our Jordano’s Sales Representative,
Sean Bevan, a hard time (that’s just my personality), we truly work great together.
He keep us up to date on new products and great ideas. He has been with us since
we opened in 2002, so I truly rely on him to keep our business a success!
In closing, Jill has the following advice on overcoming a catastrophe. “First and
foremost, be sure to check your insurance policy ahead of time and have good
coverage. Take time to go over your annual premium, update personal property and
pay for business interruption coverage. When a disaster strikes, remain positive and
remember that your future is what you make of it. We came back stronger than ever,
and you can too!”
For more information about Jill’s Place, visit
www.jillsplacesb.com or find them on Facebook and Twitter.
13
You only have one
chance to make a
first impression!
W
ith so many choices, today’s dining patrons
expect your food to wow them from the start.
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Grazie!
The Cortopassi Family,
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Sustainable solutions
for your business
At SCA, we recycle over 750,000 tons of paper each
year, of which 400,000 is post-consumer, which
reduces use of natural resources and lessens the
burdens on landfills.
Our Tork towel, tissue, and napkin dispensers offer
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Find out more at www.torkusa.com
© 2014 SCA Tissue North America LLC. All rights reserved.
®Tork is a registered trademark of SCA Tissue North America LLC, or its affiliates.
FEATURE
FEATURE
Whether it’s in the kitchen
or in the dining room–
Jordano’s Equipment and Supplies Department is your partner for success!
From specialty brewed coffees (like Green
Star Coffee) to handmade pasta, a cheese
and salami shop to a gourmet noodle
restaurant, 12 of the 15 merchants at
Santa Barbara’s Public Market entrusted
Larry’s Equipment and Supplies team at
Jordano’s to coordinate the purchasing
and installation of these new, industrialchic cooking spaces.
“We’re so pleased with the excitement
and success of this project,” says Larry,
who launched into this new direction with
Jordano’s about 10 years ago. “We’re
focused on delivering the highest quality
and service. We shine at the opportunity
to work at the ground floor level, and
then continue the relationship with
the customer once the doors open for
business. We take an enormous amount
of pride in our work...every detail is so
important to us!”
Photo credit: Hitchhiker Pictures, courtesy, Brothers of Industry
F
rom small kitchen supplies like ladles and thermometers, to dishwashers, prep
tables and refrigerators, the design and flow of the “back of the house” can make
or break your operation. Jordano’s Equipment and Supplies Department knows this
all too well.
As the division that helps restaurants and foodservice operations design, choose
and install the essentials of a restaurant’s kitchen, the Equipment and Supplies
Department just wrapped up a hefty project that is getting plenty of attention.
When the Santa Barbara Public Market opened for business last April, Jordano’s
Equipment and Supplies Department Manager, Larry Williams, breathed a big sigh
of relief. This project is the largest foodservice operation to hit Santa Barbara in a
long time. Building on the European trend of public food markets, the Santa Barbara
Public Market boasts 15 local and regional merchants all under one roof.
16
| JORDANO’S BRINGS YOU THE SCOOP
This full service equipment and supplies
division is not typical for a broadline
foodservice distributor but works well
when getting in on the ground floor
of a project. The expertise is a nice
complement to Jordano’s mix of services.
The department also includes Cheryl
Fichera, Collette Golson and one seriously
supportive back-up team; the department
has grown organically over the last 10
years by word of mouth and hard work.
Larry’s team has been able to evolve this
department into project-oriented sales
and it’s definitely growing.
“We work with restaurants, schools and
hospitals that are renovating their kitchen
space, as well as ‘new builds’ that are
just launching,” Larry says. “Typically,
12 of the 15
merchants at Santa Barbara’s Public
Market entrusted Larry’s Equipment
and Supplies team at Jordano’s
to coordinate the purchasing
and installation of these new,
cooking spaces.
industrial-chic
we are hired by the owner, contractor
or architect to design and/or supply the
commercial kitchen requirements and
act as the foodservice consultant to a
project.” Jordano’s has put its equipment
and supplies stamp on some of the area’s
signature eateries such as Hamburger
Habit, Hook Burger and Firestone Walker
Brewing Co.
One thing’s for sure, Larry’s team is
extremely skilled and highly educated in
their field of expertise. Cheryl Fichera, one
of Jordano’s equipment specialists, is one
of only six people in the nation to achieve
the highest level of certification as a Level
7 SEFA Pro (SEFA stands for the Supply
and Equipment Foodservice Alliance).
Level 7 is the ultimate achievement in
the SEFAPro program. This great honor
is reached through sustained excellence
and commitment to the SEFAPro factory
training program. As a member of
SEFA, the country’s leading equipment
purchasing association, Jordano’s has
access to virtually all of the industry’s
leading equipment manufacturers. Cheryl
is also ServSafe® certified and assists with
Health Department compliance, Energy
Star options and assisting customers in
getting the equipment and supplies they
need.
If you haven’t experienced the Equipment
and Supplies Showroom at Jordano’s
Santa Barbara headquarters, you need
to see it! This vast showroom contains
more than 2,200 items from over 400
manufacturers that you can see and touch
in person. It’s a great resource where
customers can identify the equipment and
supplies to help run their operation more
efficiently and profitably.
From fine plateware to exhaust hoods
and everything in between, Jordano’s
Equipment and Supplies Department is
here to help.
For more information or to set up
a complimentary consultation,
contact Larry Williams at
lwilliams@jordanos.com
or (805) 679-7846.
Colette Golson has over 25 years of
experience in the industry, and her
ongoing knowledge of how to manage a
project from start to finish is unsurpassed.
Colette is ServSafe® certified as well, and
her extensive knowledge of equipment and
supplies shows in everything she does.
17
Looking at eggs
in BOLD,
new ways.
Discover Sunny Fresh premium egg and breakfast products to
help achieve heartier breakfast profits.
Visit www.sunnyfresh.com for more information
or call 1800-USA-EGGS (872-3447)
© 2011, Cargill, Incorporated. All Rights Reserved. CKS.AD.4037 (05/11)
FEATURE
FEATURE
Celebrating A Century of Progress:
Jordano’s 2014 Food & Equipment Show
huge hit… not to mention,
their representatives all
dressed to the nines in
perfectly themed “throw
back” attire.
Since 1915, generation after generation
of dedicated individuals have contributed
to Jordano’s determination to provide great
service and savings to our community
and customer base. Our recent Food
and Equipment Show held at Earl Warren
Showgrounds in Santa Barbara on March
30 and 31, 2014, marked the beginning
of a milestone as we kicked off a yearlong
celebration leading up to Jordano’s 100th
anniversary. Attendance levels shattered
records as more than 3,000 guests visited
over 250 vendor booths, mingled amongst
their colleagues and friends and learned
more about Jordano’s vast history through
myriads of photos, collectibles and other
unique memorabilia, including a timeline
of our 100-year history and numerous
vintage cars.
Due to the overwhelming enthusiasm
from our manufacturers, for the first
time in Jordano’s food show history, we
added a third building highlighting our
partnership with United Natural Foods,
Inc. This valuable partnership allows us
to offer the largest selection of natural,
organic, gluten free, and other fast growing
natural foods. Our customers can now
access over 30,000 products with no
minimums required, and all products are
delivered with their regular orders. Without
a doubt, this portion of our show was a
20| JORDANO’S BRINGS YOU THE SCOOP
More than 500 new
items were shown for our
customers to taste and
see. Many existing items
were also sampled and
purchased during the
show, generating huge
success for our suppliers
and super savings for
our customers! These
savings also included
a truckload sale area
where customers were
able to purchase select
items at blowout prices.
Throughout the show, our customers were exposed to our six niche categories
– Gourmet and Specialties, Center of the Plate, Produce, Equipment and
Supplies, Specialty Coffee, and Chemical. Our niche specialists along with our
current sales staff of 45, including our five regional managers, worked hard
not only to bring our customers to the show, but introduce them to some of the
top names in the business.
What food show is complete without
prizes? Although all our customers walked
away with great savings and full stomachs,
numerous lucky attendees walked away
with some fabulous prizes including a 46inch HDTV, a 32 GB Apple iPad Air and a
Samsung Galaxy 3 Tablet – all courtesy of
our fabulous broker network. Jordano’s
also got in the “prize spirit,” and gave away
a 39-inch Samsung HDTV, a video camera,
a Bose sound dock, an Apple iPad, and a
pair of beach cruiser bikes.
Needless to say, this show was truly one
for the record books. A huge thanks to our
amazing vendors, brokers and employees
for putting on one of the best food shows in
our company’s history. And an even bigger
thanks to our customers who attended;
after all, this show would mean nothing
without your continuous support! It’s
because of our amazing customers and
friends like you that we’ve been able to
reach this milestone in our history – and
again, we thank you for that.
Here’s to the next 100 years...and our
2016 Food Show!
In between all the “meeting
and greeting,” our guests took
a load off at our Jordano’s
Marketplace where we served
beverages and refreshments
in a relaxed atmosphere.
For added entertainment,
we produced a fantastic
video on our history, as well
as the services we provide
to the six key Central and
Southern California counties
we cover, that played in the
Marketplace. If you haven’t
seen the video, it’s definitely
worth checking out and is
currently available on the
home page of our website and
YouTube.
21
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.
That’s our promise. For more information, contact your local Jordano’s account executive.
Choose Cape
Hake Fillets
Wild caught off the south west coast of
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fish which is so sought after all over the
world. Make the sustainable choice for
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Questions? Contact:
Leesa Taylor
100% Natural
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Market Development Manager
PepsiCo Foodservice –
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Phone: (951) 318-9832
© 2014 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.
FEATURE
FEATURE
4
Building a Loyalty Program
Focus on points, not dollars
Measure your successes
Some customers may be skeptical if you
are asking them to spend ‘x’ amount of
dollars. They may wonder if they are actually
benefiting from the program or if they are
simply adding to the restaurant’s revenue.
Seek customer feedback and ways to
enhance your current program or create a
comprehensive, worthwhile loyalty program.
After all, this initiative is for your customers
and you want it to be successful. Actively
utilize feedback.
By delegating points, it not only makes it
more of a game, but also removes that level
of skepticism.
During slow shifts or times of the season,
offer extra points to loyal customers.
Offer something fun or unexpected,
and your customers will be back often.
1
There are key components that need to be present to make a loyalty
program coincide with your overarching business goals and strategies
and ultimately satisfy your customer base. Below are the top five key components of a successful
loyalty program:
Motivate customers
Properly planned and executed programs
can foster a relationship between you
and your clientele. You must create a
program that appears to actually exude a
reward. Moreover, you and your staff must
convince customers to join the program
based on its inherent benefits.
Do not arbitrarily target random
customers. If you notice a habitual pattern
of the “Jones” family enjoying breakfast
every Sunday, you should approach them
with an offer to receive a free stack of
pancakes once per month.
Let customers know they will receive a free
appetizer or dessert during their current
visit if they sign up for the loyalty program.
This pressure may entice them to sign up
for the loyalty program on the spot. We all
love instant gratification.
24 | JORDANO’S BRINGS YOU THE SCOOP
C onnect with your customer
base on a personal level
Your guests need to feel as if they are
more than a mere transaction, a revenuegenerating piece of the operations puzzle.
Customer-specific prizes are a great way to
approach this concept. Your program should
permit you to track purchasing records and
thus, you can tailor your rewards based on
each patron’s preference.
Remember, if customers feel special, they
will share the feeling with their friends and
family. Positive word-of-mouth is an easy way
to increase traffic.
Consider randomly giving an “added bonus.”
If your customers feel an emotional bond with
you and your restaurant, they will feel obliged
to frequent your restaurant.
Source: Buzztime; UniPro Operator’s Edge
By now, you’re used to companies offering loyalty programs. You probably use a loyalty card when you shop
at the grocery store, and you might use one for your morning latte at the coffee shop. But wouldn’t you like
to offer something a little more interesting than a card swipe for your customers? Check out these ideas
for clever customer loyalty programs.
knowledge of preexisting programs. Check out the five best practices
of loyalty programs to bypass failed program attempts and to shape
your loyalty program by following winning formulas.
2
Effective programs measure and track
spending habits. This can help project
future sales and help you tailor programs
to specific customers.
Evaluate the program after a set amount
of time. Remove any pieces that are not
functional and add any that you have
found would be beneficial. Be sure to keep
restructuring the program one to two times
per year and communicate changes to
your customers. People do not like to be
blindsided.
Six Clever Customer Loyalty Programs
One of the best ways to create a loyalty program is by tapping into the
1
5
3
Keep it simple
First and foremost, facilitate a quick and
easy registration process. The last thing
you want to do is annoy your customer or
deter him or her from signing up for the
loyalty program.
“Buy 9 and Get 1 Free” can be a bit
overwhelming for the average consumer.
Think of an alternative approach to
rewarding repeat business. Make the
reward attainable or your customers will
disregard your program entirely.
Match your rewards to your restaurant
concept. If you are a Chinese restaurant,
offer a free quart of fried rice. If you are
a Mexican restaurant, offer a free jar of
homemade salsa. Consistency is key.
2
3
Use Foursquare
Make it special
Turn it into a game
Your customers are probably on
Foursquare anyway, so why not take
advantage of this for your loyalty
program? For every designated number
of check-ins, offer customers a great
discount or a free appetizer. No cards
required!
It might not sound like a good idea to
have your customers pay something up
front to join your loyalty program -- after
all, aren’t loyalty programs supposed to
save customers money? But if you market
your loyalty program as something elite,
for special customers, you can make it
seem attractive. Of course, this means
you’ll really have to deliver with your
rewards. Offer deep discounts and
special freebies for customers in the
program.
Loyalty programs don’t have to be
totally boring. Make yours a little more
interesting by making it a game! Give
your customers a punch card, and when
they fill it up with visits or meals, allow
them to enter into a raffle for a big prize.
If you make it something more exciting
than just a typical discount (for example,
a large gift card), your customers will be
eager to enter. Of course, you’re not
limited to raffles...any luck-based game
will do the trick.
4
5
6
Do some good
Offer experiences
Partner up with another company
What’s better than helping out your
community? Although customers love
receiving rewards, they also love giving
to others. For every so many meals a
customer orders, you can offer to donate
money, food or clothing to a local charity.
This has the added benefit of showing
that your business cares about others.
Yes, discounts and free food are always
appreciated, but experiences are a
welcome change of pace. You might try
offering access to a special VIP dinner
for any customer who orders a certain
number of meals in the designated time
period. This builds customer loyalty and
helps you strengthen your relationships.
You don’t just have to offer your own
services as a reward! Are there other
businesses nearby that pair up well with
yours? For example, you might consider
partnering with a local movie theatre
to offer a “Dinner and a Movie” deal. If
a customer purchases ten meals from
your restaurant, they’ll receive a gift
certificate to the movie theatre. This
shows customers that you care about
their interests, not just your bottom line.
Customer loyalty programs don’t have to be the same old boring swipe cards. Try offering
something fun or unexpected and your customers will be back often.
Source: Buzztime; UniPro Operator’s Edge
25
FEATURE
Catering to Your Customers:
15 Restaurant Website Best Practices
HOMEPAGE
Your website is only as good as your
homepage, period. It’s just like when
people judge a book by its cover,
but worse because it costs you
customers.
A website is a website is a website, except when it’s a restaurant’s website. There’s something extra tricky
about restaurant websites - they have to be cool, branded, creative, but also simple and clean. And the
best ones capture all relevant information in just a few pages. There’s no need for deep websites with
tons of clicks and pages. At ChowNow, they stare at restaurant websites all day. And when they’re not
staring, they’re working with clients to help improve and refine their sites to maximize traffic and online
orders. While there’s no doubt restaurant sites are complex beasts, their marketing team has assembled
some proven best practices.
STORY
Photos: Beautiful, enticing, high
quality photography goes a long
way. If you don’t have professional
photography already, find a friend
with a nice camera and a good eye
and stage a shoot of your most
delicious looking plates. It’ll pay off
in dividends.
Above the fold: Make sure the
action/most important information
is happening in the top half of the
screen. People are lazy and don’t like
to scroll.
Navigation menu: Getting around
your site should be intuitive. Pages
should have generic/industry wide
titles like: menu, order online, about
us, reservations, contact.
Ask for emails: Customer emails
are like gold for a restaurant owner.
Create a field for customers to “stay
in touch” by entering their contact
information.
Location: Make your address clear
on the homepage, and as a footer
on all pages. Link to a Google Map
so directions are easy and highlight
any special instructions like where to
park or valet.
Hours: State your hours clearly. If
you’re open every day for all meal
times, this is less important. But
if you’re closed every Wednesday,
avoid an angry customer and tell
them before they make the trip.
Update for holidays, too!
Think of your website as one giant
story - are you trying to convey a
casual, laid back, cozy story or a loud
rock and roll, drink beer out of the
bottle type feel?
MENU
Chef/management: People love
All the restaurant owners ChowNow
works with spend days, months,
even years refining the content, flow,
language and look of their hard copy
menus - then they lose them in the
transition to digital!
knowing a bit about who’s preparing
their meal. Tell the story of how the
restaurant came to be, where the
chef went to culinary school, where
the idea for the name came from anything memorable and authentic.
HTML: HTML menus are by far the
Farmers/ingredients:
If you
spring on seasonal, local or
organic ingredients, your website
is a great place to promote these
special ingredients. Provide a brief
description and a link to the farmer/
purveyors website.
best option. First, HTML menus are
searchable, meaning that Google
recognizes the words in the content,
and pushes your website toward
the top in organic searches. HTML
menus are also mobile friendly.
Flash: There’s been a trend over the
past decade to build Flash (Adobe)
sites. Don’t do it! They’re annoying
for customers since they load slowly
or incompletely and since they’re like
giant photos, none of the content
on these sites is indexed by search
engines.
SOCIAL MEDIA
Stay in touch with your customers by providing news and photos
on a regular basis.
Blog: Have you considered starting one, or have you already?
Blogs are a great way to engage with customers, give your SEO
a boost and share news.
Online ordering: Online ordering
Facebook/Twitter: Use the Facebook “like button” and Twitter
takes a static menu and turns it
into a dynamic marketplace for your
most engaged customers (those
visiting your website).
icon to link to your social media pages so you can stay in touch
with your website visitors long term.
Promotions: If you have the same
promotions each week, post the
calendar and highlight each night’s
specials.
Press: Create a page to house all your press hits. Include links
to all online articles, logos of the publication and pull out quotes
of the most complimentary content.
Source: Christopher Webb and Lauren Sudekum of ChowNow; Operator’s Edge
27
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RECIPES
FEATURE
Pan-Seared Halibut with Rock Shrimp
Hash & Basil Mashed Idaho® Potatoes
10 Natural and Organic
Food Trends on the Rise
Not every new item that catches on with natural and organic food devotees will
cross over onto mainstream restaurant menus. But enough of them do – kale,
quinoa, Greek yogurt – that it’s worth your time to check out the list of 10 natural
and organic food trends compiled by the analysts at Boulder, Colorado-based
Sterling-Rice Group. Not only do some of these items hold special appeal for
customers; many are food-cost friendly.
1
Lentils. A nutritional powerhouse, lentils were a superfood
before the term “superfood” was coined. The experts at
Sterling-Rice say that now their time has come.
“Thanks to the wave of demand for products high in protein,
fiber, and free of gluten and soy, the star of many a Middle
Eastern dish is branching out into everything from pasta to
waffles,” these experts say. “Expect lentils to keep showing up
in both familiar and new forms as consumers continue their
quests for new plant-based protein sources as well as proteinfortified items across all dayparts and types of food.”
2
3
4
5
6
Beets can’t be beat. Moving beyond salad
plates, these nutritious veggies are
showing up in in everything from juices to
fruit strips to yogurt.
Drink your grains. When it comes to getting
your daily dose of whole grains, keep your
bowl in the cupboard and grab a glass. Food
manufacturers are now delivering whole
grain goodness in new and unexpected
forms, namely, beverages.
Honey that is decidedly not for the bees.
With growing concern about Colony
Collapse and the resulting increase in
honey sourced from China, food companies
are now making bee-less honey from fruitbased formulations.
32 | JORDANO’S BRINGS YOU THE SCOOP
7
9
10
Directions:
3 ounces olive oil, plus as needed
1. Heat olive oil in a large sauté pan over medium high heat.
Carefully place halibut portions in pan and cook for 2 minutes,
or until fish are lightly caramelized. Place pan into an oven
heated to 350°F, and continue cooking for 8 to 10 more
minutes, or until fish is done.
3 teaspoons kosher salt
Grass-fed beef.
Some operators already use this type
of beef and call it out on their menus. More might want to,
because consumer demand for it continues to grow.
1½ teaspoons freshly ground black pepper
“Grass-fed steak is a request no longer limited to restaurants.
Consumers are now looking for products from happily grass-fed
cows, pastured chickens and pen-free pigs,” analysts explain.
“Expect this trend to continue to go mainstream in foodservice
as well as grocery and consumer packaged goods.”
2 ounces Vidalia onions, ¼-inch dice
Top-notch toppers. Savory sauces and
dressings are boosting the nutritional
stats of salads, pastas and other entrees.
This trend may go sweet with calciumrich chocolate and caramel sauces and
creamy high-protein cake frosting.
While many of these trends apply
mainly for food manufacturers, if
your restaurant attracts diners who
favor good-for-you items, keep this
information in mind as you’re creating
new specials or reworking your menu.
African superfoods. From nutrient-dense
baobab fruit snacks to moringa leaf snack
bars and bissap tea, Africa is the latest
hotbed of exotic superfoods.
GMO-free is the way to be. Move over,
USDA organic certification. The GMO-Free
Project Verified seal is the new badge of
honor to display.
Nondairy goes scary. Ever consider sipping
pond scum? Now you can. Algae milk is
the new kid on the crowded nondairy milk
block. With impressive nutrition stats, lack
of allergenic ingredients and a sustainable
production story, it’s a worthy contender.
2 ounces applewood smoked bacon,
½-inch dice
2 ounces red bell peppers, ¼-inch dice
2 ounces yellow bell peppers, ¼-inch dice
6 ounces Idaho® Fingerling potatoes,
blanched, ¼-inch dice (#53825 1/10 lb.)
4 ounces corn kernels, white, fresh
Source: Restaurant Hospitality; Operator’s Edge
8
Ingredients:
6 each Alaskan halibut, fresh, 6-ounce
portions
Here’s what the Sterling-Rice analysts have to say about the rest of the items on their trend list:
It’s more than a gut feeling. Consumers
continue their quest for prebiotics,
cobiotics and probiotics. Our bodies’
plumbing systems get more attention than
ever. There are now foods whose main goal
is to keep your gut happy.
Yield: 6 servings
Recipe courtesy of the Idaho Potato Commission
1 teaspoon garlic, minced
6 ounces rock shrimp, peeled, deveined
1 ounce fish stock (or chicken broth)
1 tablespoon butter
12 ounces Basil Mashed Idaho® Potatoes
12 ounces tomato butter fondue
1 tablespoon chives, finely chopped
2. While fish is cooking, heat a little more olive oil in a separate
sauté pan. Place bacon in pan and cook until bacon is half
done. Add onions and peppers to pan and continue to cook
until all ingredients are cooked through.
3. Add potatoes, corn and garlic to pan and continue to cook
until bacon is crispy. Add rock shrimp to pan. Season all
ingredients with salt and pepper. Continue to cook ingredients
until shrimp are done and all vegetables are tender and
thoroughly heated through. Add fish stock and butter to pan.
Gently stir ingredients together until evenly combined.
4. Place 2 ounces of basil mashed potatoes (see directions
below) onto center of each serving dish. Ladle 2 ounces
of tomato butter fondue (see directions below) onto each
serving plate and around basil mashed potatoes. Place
halibut portions on top of basil mashed potatoes. Spoon
equal amounts of rock shrimp and potato hash over each
piece of halibut. Garnish each plate with sprinkle of freshly
chopped chives.
Basil Mashed Idaho® Potatoes
United Natural Foods, Inc. (UNFI)
is the leading U.S. independent
national distributor of natural,
organic, specialty foods, and related
products
including
nutritional
supplements, personal care items
and organic produce. Partnering
with UNFI has allowed Jordano’s to
offer the largest selection of these
fast growing natural food items
to our customers. Contact your
account executive today to discuss
these exciting natural and organic
options for your menu!
Basil Mashed Idaho® Potatoes
1 cup Idaho® Russet potatoes, mashed,
warm (#53740 1/50 lb.)
1. Combine mashed potatoes and pesto, reserve, warm.
1 tablespoon pre-prepared basil pesto
1. Blend tomato sauce and stock in a blender, then transfer
to a pan and heat through. Stir in chunks of butter and
incorporate into sauce. Reserve sauce, warm.
Tomato Butter Fondue
1 cup tomato sauce, seasoned with garlic
and herbs
Tomato Butter Fondue
½ cup chicken or fish stock
4 ounces butter
33
RECIPES
Lemon Grass Beef with Avocado
Recipe courtesy of the California Avocado Commission
Yield: 6 servings
Ingredients:
Directions:
3⁄4 cup low-fat sesame-ginger salad
dressing, divided
1. Combine dressing, lemon grass paste and red chili sauce in small bowl.
3 tablespoons refrigerated fresh lemon
grass paste
3 tablespoons bottled Korean sweet
sesame red chili sauce
1½ pounds beef flank steak
4½ teaspoons garlic-flavored olive oil,
divided
2¼ cups sweet mini peppers (orange,
yellow and red) cut into 3/4-inch pieces
3 ripe, Fresh California Avocados, peeled
and cut into 1/2-inch cubes (#56060 60
ct. 1/case)
2. Cut beef steak lengthwise in half, then crosswise into 1/4-inch thick strips. Place
beef and 1/2 cup dressing mixture in medium bowl; mix well.
3. Heat 1 teaspoon oil in a large nonstick skillet over medium-high heat until hot.
Add half of the beef; stir-fry 1 to 2 minutes or until outside surface of beef is no
longer pink. Remove from skillet. Repeat with 1 teaspoon oil and remaining beef.
Remove from skillet; keep warm.
4. Meanwhile, heat remaining oil in same skillet over medium-high heat until hot.
Add peppers; stir-fry 2 minutes or until crisp-tender, stirring frequently.
5. Combine cooked beef, peppers, avocados, parsley, and remaining dressing
mixture in large bowl; mix lightly but thoroughly. Serve warm.
1½ cups coarsely chopped Italian parsley
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