Restaurant companies have many moving parts, and a chief executive has to pay attention to all of them. But the heads of some of the most successful operations say that regardless of how well-situated your real estate is, how cool a design you have, how secure your financing is, how well-trained your staff or clever your marketing, you’re lost without good food.
“What are you going to finance if you have a bad menu?” asks Jon Luther, the chairman and chief executive of Dunkin’ Brands Inc., whose culinary team has on occasion locked him out of their test kitchen so they can get their work done without him spilling the beans prior to an official launch.
In this special report, Nation’s Restaurant News takes a look at how hands-on company leaders can get when it comes to the day-to-day development of their food.
Luther, one of five executives featured, is not alone in his enthusiasm. The wife of Larry Flax, co-chief executive of California Pizza Kitchen Inc., once counted that he spoke with partner Rick Rosenfield 63 times in a day to talk about menu development.
Richard Melman, founder of Lettuce Entertain You Enterprises Inc., is in his company’s test kitchen often—sometimes two or three times a day—assessing products ranging from steamed dumplings to vegetable scaloppine.
Outback Steakhouse co-founder Tim Gannon has a culinary background, and he makes sure that he focuses on that, excusing himself from meetings when the topics move away from food so he can concentrate on his specialty.
These corporate bigwigs have different concepts, different strategies and different market segments, but whether they’re examining lunchtime flat breads at Dunkin’ Donuts, Korean barbecue pizza at CPK, the perfect fudge at Lettuce, or the next big hit at Outback—here’s a hint: It won’t be Bloomin’ Broccoli—they all believe that if they don’t get the food right, nothing else will matter.
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ON THE CUTTING EDGE; Foodies in Suits: Larry Flax and Rick RosenfieldON THE CUTTING EDGE; Foodies in Suits: Jon LutherON THE CUTTING EDGE; Foodies in Suits: Tim GannonON THE CUTTING EDGE; Foodies in Suits: Richard Melman