| Rethink fast: Restaurateurs respond to recession with concept overhauls
By LISA
JENNINGS
Pastas, which are house-made, and risottos are $15. Entrées, such as Mediterranean striped bass, or beef short ribs with soft polenta, are all $20. Wines are available at $5 per glass, or $15 for a half-carafe. “A couple can have a very nice dinner, with wine, for $60 to $70,” he said. In addition, All’ Angelo now offers delivery service. Ongaro charges a $4 fee for deliveries under $100 and $12 for those more than $100. Ongaro said he had no other choice. “A desperate situation needs desperate measures,” he said. “If the market goes up, and there’s a need to go back to the platoon in the kitchen, we’ll do that.” At Alto in New York, Cannon said the restaurant kept the same menu, but changed to an all-prixfixe format to make it more affordable. Sales at the restaurant were down about 10 percent to 15 percent, Cannon said, which he feels is not bad, considering how other operators in the city are faring. “In general, the business is down about 30 percent to 40 percent, because about 30 percent to 40 percent of people are no longer dining out,” he said. “One of the reasons I think that Alto is only down 10 percent to 15 percent is because those people that are still going out are seeking top-quality, consistent experiences.” Like Ongaro, Cannon was not willing to compromise the quality of ingredients on the menu. “A lot of other restaurants have sacrificed quality of ingredients and the integrity of the cuisine to make the experience more affordable, but that wasn’t an option for us,” Cannon said. “Diners still want an incredible dining experience, but, right now, it needs to be at a price that they feel comfortable justifying, whether that’s to an employer, an accountant or themselves. “This was the best solution we came up with, and it seems to be working.” For $75, a guest to Alto might select a wild-mushroom soup with truffled cream and toasted crostino; a risotto with mussels, clams and scallops; and rack of lamb with tomato-eggplant marmellata, capers, olives and ricotta salata. Prior to the change, the same selection of courses would have cost $92, Cannon said. Some dishes, such as the roasted Maine lobster with cranberry-bean ragù and rosemary oil, have a “prix-fixe supplement,” or additional cost, but there is plenty for guests to choose from without incurring additional cost. A benefit of the prix-fixe format has been better controls on food costs, which have dropped about 8 percent, Cannon said. Dropping the corkage fee has not significantly impacted check averages so far, he added. Now guests are able to enjoy two bottles of wine for the price of one. “It’s a way to further enhance their experience,” Cannon said. |