SUMMER 2008:

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FOUNDERS Michael C. Wigell David J. Stafford OUR TEAM David J. Stafford Principal (503) 598-8500 david@flavor-online.com Cathy Nash Holley Publisher/Editor-In-Chief (207) 865-4432 cathy@flavor-online.com Kathy Hayden Managing Editor (207) 318-9202 hayden@flavor-online.com Linda Skinner Associate Editor (207) 865-4432 lskinner@maine.rr.com Sharon Pieniak Art Director Bluecat Media sharon@bluecatmedia.com Tom Lenberg Vice President of Sales & Marketing (312) 953-2407 tomlenberg@aol.com Robert C. Stafford Director of Sales (360) 815-5889; rcstafford@gmail.com Lisa Stafford Director of Business Development (503) 598-8500 lisa@flavor-online.com Dea-Anna Johns Office Manager (503) 598-8500 djohns@mediaunltd.com   THE FLAVOR EXPERIENCE 2008 www.flavorexperience.com Sharyn Iler, BSI, Managing Partner 888-EVENT-29 sharyn@bsiconferences.com Flavor & The Menu is published five times a year by Media Unlimited, Inc. 7150 SW Hampton St. Suite 206 Tigard, OR 97223 (503) 598-8500 (503) 387-5305 fax EDITORIAL ADVISORY BOARD JAMES CASSIDY Corporate Chef Ram International, Lakewood, WA JAMES DEGEN President J.M. Degen & Co. Inc, Tucson, AZ ROBERT DANHI Chef/Owner Chef Danhi & Co., Los Angeles AL FERRONE VP Food & Beverage Hilton Hotels Corp., Bevery Hills, CA DIANE FOX Principal Food Beat, Inc., Wheaton, IL STEVEN GOLDSTEIN Partner The Culinary Edge, New York, NY ROSS KAMENS Executive Chef Noodles & Co., Boulder, CO GERRY LUDWIG Corporate Consulting Chef Gordon Food Service, Grand Rapids, MI BILL MAIN Principal Bill Main & Associates, Chico, CA RON PAUL President Technomic, Inc., Chicago, IL Media Unlimited, Inc., also publishes the California Foodservice Sourcebook, www.calfood.com

PUBLISHER'S NOTE

While traveling to Europe recently to attend my sister’s wedding, I saw what might be in store for the United States as we adapt to a future of high energy costs. Two things seem very likely: We will all be driving smaller, more efficient cars, and, if Europe is any guide, flavor will continue to increase in importance.

The equivalent of $8-per-gallon gasoline has not dampened Europeans’ enthusiasm for great flavor. Over the years, they’ve grown accustomed to high energy costs, but they have not downscaled their spending patterns when it comes to good food. Venture into any nondescript town, and you’ll find gourmet fare at the local market and restaurants offering standout regional specialties. At many of the highway travel centers, you’ll see a lot more than the typical selection of nacho-cheese-flavored snacks. At the Swiss-owned Marché quick-serve restaurants lining many of Europe’s roadways, guests select from a spread of regional specialties, fresh fruits and vegetables, freshly baked goods and more, most of it quickly prepared to order. With roadside fare this good, it’s easy to see why Europeans don’t mind driving those little cars.

There is no doubt that most Americans share this enthusiasm for flavor. Operators need to understand that great flavor is not necessarily a discretionary purchase. We’re already seeing adjustments in consumer spending, but there will still be lines out the door for operators who address the need for great flavor.

It’s critical that operators resist weathering the current downturn by simply sourcing lower quality product and reducing portion sizes. Those that continue to offer exceptional, craveable food will engender the kind of loyalty that comes with great flavor.

Now’s the time to put your best flavor forward. Apply strategies that will reinforce your establishment’s enduring commitment to flavor. Turn consumer-spending trends like the snacking boom into flavor-focused growth opportunities; capitalize on the touchpoints that pique consumer interest and maintain menu momentum (artisan, farmers’ market-fresh, comfort classics, etc.). Look to flavor adaptations like those being made by nimble fast-casual operators like Au Bon Pain, where packaging a wide variety of flavor-packed salads and sandwiches in lower-calorie portions has been a recipe for success.

Europe gave me a great appreciation for small cars and for gourmet roadside fare. If we could eat like that on all of our family trips, I’d happily cram us all into a Smart car.

Cathy Nash Holley
Publisher/Editor-in-Chief

p.s. We look forward to seeing many of you at our fourth-annual Flavor Experience, August 4-7, in San Diego. It’s sure to be our best ever! ?p.s. We look forward to seeing many of you at our fourth- annual Flavor Experience, August 4-7, in San Diego. It’s sure to be our best ever! www.flavorexperience.com.