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Rethink fast: Restaurateurs respond to recession with concept overhauls


By LISA  JENNINGS



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LOS ANGELES (Feb. 16, 2009 ) —When All’ Angelo Ristorante opened here in 2007, it was one of the city’s most highly rated—and highly priced—Italian restaurants, offering a menu laden with lobster, caviar, foie gras and Colorado lamb.

Stefano Ongaro, owner of All’ Angelo Ristorante in Los Angeles, decided in mid-November to alter his eatery from a white-tablecloth restaurant with a $120 per-person average check to a less-expensive operation.

But after the economy’s nosedive late last year brought much of Los Angeles’ dining scene to a standstill and left owner Stefano Ongaro wondering how he was going to pay the electric bill, he decided it was time for drastic action.

In mid-November, Ongaro stripped off the white tablecloths, put up the fine crystal and completely changed his menu. What had been a fine-dining concept averaging $120 per person was reinvented as a trattoria with not one dish priced at more than $20.

As restaurants nationwide struggle to draw in diners with lower-price options and discounted specials, some operators instead are opting for complete overhauls as a means to at least bandage their wounds, if not stop the bleeding.

“There has been an increase in volume, but not as much as I was hoping,” Ongaro said. “But you can’t offer diamonds and rubies when the people aren’t buying them.”

Chris Cannon, owner of Alto in New York City, changed from an à la carte menu to prix-fixe and dropped the restaurant’s $60 corkage fee.

Across the country in New York City, Chris Cannon, the owner of high-end Italian restaurant Alto, also revamped his concept in recent weeks.

Previously, the urbane, high-end venue offered an à la carte menu with entrées ranging from $39 to $50. Now, Alto offers only a prix-fixe menu every night. Three courses are $75, with add-on courses $10 each. Alto also dropped its $60 corkage fee, allowing guests to bring in one bottle for free.

Ongaro said he wasn’t willing to compromise on the quality of the food at All’ Angelo. So rather than skimping on the few customers willing and able to pay fine-dining prices, Ongaro decided to offer a top-quality but casual menu, one that would appeal to customers on a more regular basis.

To offer lower prices, however, Ongaro has been forced to cut his expenses. His staff of 18 was reduced to six, and he has picked up much of the work, not unlike the chef-owners of restaurants in Italy where he grew up.

Now Ongaro gets up at 6 a.m. to pick out the fish and produce each morning. He cuts and arranges the flowers for the restaurant.

“That alone saves me about $250 to $280 per week,” he said.

He works the floor at the restaurant every night, though no longer in a coat and tie, to fit with the restaurant’s more-relaxed atmosphere.

“My wife says, ‘You don’t live at home, you sleep at home,’” he said.

The menu now features a selection of pizzette alla Griglia, for $8 each. Plates of salumi and cheeses range from $10 to $13. Antipasti, such as braised tripe with grilled garlic crostini or cauliflower timbale with mascarpone and Parmigiano-Reggiano, are $10.

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