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Table of Contents
Section 1: Restaurant & Menu Concept ........................................................................................................ 3
1.1
Name of the business .................................................................................................................... 3
1.2
Physical plant ................................................................................................................................ 3
1.3
Décor ............................................................................................................................................. 7
1.4
Ambiance ...................................................................................................................................... 8
1.5
Food and Beverage ....................................................................................................................... 9
Section 2: Market Analysis ......................................................................................................................... 10
2.1 Target Market Trends ....................................................................................................................... 10
2.2 Target Market Demographics ........................................................................................................... 12
2.3 Price Point and Competition ............................................................................................................. 13
Section 3: Guiding Principles ..................................................................................................................... 14
3.1 Business Philosophy ......................................................................................................................... 14
3.2 Business Relationships...................................................................................................................... 15
3.3 Service Philosophy............................................................................................................................ 16
3.4 Management Techniques .................................................................................................................. 17
Section 4: Menu Engineering...................................................................................................................... 18
4.1 Menu Design ..................................................................................................................................... 18
4.2 Layout & Item Placement ................................................................................................................. 19
4.3 Pricing ............................................................................................................................................... 20
4.4 Branding the Menu ........................................................................................................................... 21
Section 5: Complete Menu ......................................................................................................................... 22
Appendix 1: Menu Text .............................................................................................................................. 28
Appendix 2: Restaurant Story Text ............................................................................................................. 34
Feedback and it’s Use ................................................................................................................................. 35
Literature Review........................................................................................................................................ 36
Works Cited ................................................................................................................................................ 45
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Section 1: Restaurant & Menu Concept
1.1 Name of the business
Pairings on the Plaza
1.2 Physical plant
The physical location is at 222 W. 47th St., Kansas City, MO 64112 on the Country Club
Plaza. This is the current site of Fogo de Chao. I am using the building and physical location
because it is in the very heart of The Plaza. With all of the foot and vehicle traffic it is the most
visible 3 square blocks in the Kansas City Plaza area. Here is a picture of the Main entrance:
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(Kansas City Fogo de Chao)
“Built as part of the first designs for the Country Club Plaza back in 1922” (One Man's
Vision Shapes the City ) the building is just over 90 years old. However because of the high level
of business from the Plaza the upkeep on the building and surrounding Plaza area has been very
high. Because it is also at the heart of the Plaza it is within walking distance of all the shops and
attractions that the Plaza has to offer. While there is limited main street parking we do offer a
valet service to the free parking garage located across the street directly behind the restaurant.
“The Plaza and all the buildings contained within are all a part of the Kansas City
Historic District.” (Country Club Plaza) What this means is that all landscaping and building
facades must match the rest of the Plaza. As the picture shows however they do allow signage
and awnings but prohibit sidewalk signs or menu boards. Another factor of this is that each year
on the day after Thanksgiving there is the Plaza Lighting Ceremony, where the entirety of the
plaza is light up with Christmas Lights. This is something done by the city but would be
something that I would need to expect and plan for each year.
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(Restaurant location lit up 2012 Google Images)
With the overall building taking up 3 square blocks and “with 12,000 square feet of
space, the restaurant can seat 400 guests and has five private and semi-private dining rooms.”
(Kansas City Fogo de Chao) This is accompanied by a full bar and cocktail lounge and the open
kitchen. With the most recent renovations having been done in 2009, the equipment for the
restaurant is still considered brand new. There are two sets of bathrooms in the restaurant, one set
of bathrooms is for guest use and is located buy the bar and cocktail lounge. The second set of
bathrooms is located in the basement of the building and is for employee use.
The Floor Plan is laid out in levels, with the first being the main entrance, host stand, bar
and cocktail lounge and the second level is dedicated to the main/private dining rooms and the
open kitchen. As you enter the building you are presented with 10 foot tall wood and iron banded
doors. The first thing you see is the host stand, to your right is a double wide set of steps the
leads down to the main doing floor at the center of which is the open kitchen. To the left of the
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entrance is the cocktail lounge and full bar. Behind the host stand you can see a hallway that
leads to the guest bathrooms and also the handicapped ramp down to the main dinging floor. The
cocktail lounge has only standing tables with cushioned benches along the wall. The bar, cocktail
lounge and first level area take up about ¼ of the total square footage. The reaming ¾ of the total
square footage is dedicated to the kitchen and main dining area on lower second level. When
descending the stairs the guest is presented with main dining area. The “U” shaped open kitchen
is in the center of the dining area with a large hood system. This hood system can support a
double sided 6 eye French Top and a wood-fire oven big enough to cook a whole Steamship of
Beef. The wood fire oven will also have a pull out grill and will be set into the back wall of the
Front of House. The kitchen is designed so that the “window” is at the bottom of the “U” shape.
Because the kitchen is set down into the floor the guest sitting down around the counter will be
eye level with the chefs and the “action of the kitchen” On the other side of the kitchen and the
farthest from the main entrance and host stand is the second half of the dining room. However
this area is able to be partitioned off into 5 separate private dining rooms, for events and
functions.
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1.3 Décor
In the dining room there are dark stained hard wood tables and chairs, complimented by
thick navy blue padding on the chairs. The walls are a deep ocean blue, with light grey trim the
color of morning fog. The ceiling is black, and the floors are a lighter stained wood. The open
kitchen becomes part of the décor and as such is the focal point of the room. To draw this
attention there will be Japanese black marble countertops in view of the whole dining room.
Around this countertop there will be eight counter seats or the “Chef’s Counter”, where the
guests can sit and watch the action in the kitchen while they eat. At these seats the guests have an
eye level view of: the wood fired grill which is set into the back wall of the kitchen, The Polished
Stainless Steel double sided French Top and the Expo and Service Window. The whole kitchen
including the Hood system and lights above it is incased in the same Japanese black marble. The
chefs who are a part of the decor will be wearing grey chef coats with black aprons, black pants,
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and a navy blue skull cap. To not draw attention away from the kitchen or the meal I will have
my service staff wear all black, but it will be dress pants and a long sleeve server’s jacket. The
walls on the first level of the restaurant will feature the artwork of local Kansas City artist. The
second level will have the partitions to make the 5 private dining rooms but these partitions will
be hidden behind an alcohol and wine bottle floor to ceiling display case. The actual space
between the displays cases will be floor to ceiling iron banded hardwood doors just like the front
doors. The long front wall of the restaurant is broken up by large bay windows with black
shutters, left open during the day to provide natural lighting. At night the dining room is lit with
hidden track lighting from above. Clear, colorless, water glasses sit waiting on the table above
shiny, fresh polished thick-handled silverware. A navy blue napkin, neatly folded, sits in the
middle of the place setting. In the center of each table is a white tapered candle in a copper
colored metal candle holder.
1.4 Ambiance
Wordless background music plays softly from hidden speakers. Sitting at the Chef’s
Counter the music is replaced by the sounds of a busy kitchen. Calls of “service!” and “how long
on the chicken?” come from the chefs. In the rest of the dining room these sounds are not as
pervasive, though the soft sounds of pans clacking from grill to counter are ever present. The
smell of meat cooking mingled with the smells of freshly baking bread wafts from the open
kitchen, filling every corner of the restaurant with a tantalizing aroma. The cotton navy blue
padding on the chairs is soft and inviting to sit on. The counters and table tops are smooth and
flawless. The daylight from the bay windows bathes the dining room in warm sunlight, also
giving a view of the bustling plaza outside. No outdoor seating is available, but round, open,
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porthole windows between the bay windows allow a gentle breeze into the dining room, as well
as allowing the alluring smells of the kitchen to tempt potential guests walking on the plaza.
1.5 Food and Beverage
The idea of Pairings is to create pairings between finishing salts and the dishes but also
each dish to different beverages. This will mean that your whole dining experience can turn out
different depending on what you decided to drink with your meal. With the understanding that
not one beer or not one wine will go with a whole meal we will be offering wine and beer flights.
Our guest has the choice of picking the flights themselves or allowing the sommelier to match
them for each course.
With Nose to Tail cooking being the idea behind the menu, it will feature items like
marrow, liver, sweetbreads, heart, nose, feet/trotters, and of course tail. With the high quantity
and quality of local ingredients available in the greater Kansas City area, from farmer’s markets
and local farms it would be silly not to utilize them. In order to bring an unexpected level of
flavor each plate will be finished with a specifically paired finishing salt. Infused oils and
vinegars, aged balsamics, and powders will be used to add surprise and depth to each dish. All of
the breads will be made in house and could include anything from Sourdough to Amish White
Bread. These breads will be used for lunch time as components in dishes, and at night as table
bread, and will be served with a compliment of warm oils, infused vinegars and salt.
The cuisine is American Fine Dining, but specials can be influenced from any part of the
world. Being on the plaza I can get away with having a higher price point; anywhere from $30$60 per person, depending on meal time. Cooking style can vary depending on the need, because
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the kitchen will be outfitted to be able to handle cooking anything as large as a steamship of
beef. Serving lunch and dinner only, we will have an all-day menu in addition to specialty “quick
pick-ups” for lunch. This quick pick-up menu will include things like burgers and sandwiches
that fit the overall menu theme, for example an oxtail sandwich.
With being on the plaza there are a number of events always going on, events like First
Fridays (KC Crossroads) which happens right next door to the Plaza in the Crossroads Art
District. With events like the Plaza Lighting Ceremony each year I would be able to hold a
Chef’s Tasting each year and pick a flavor of the season. With events always going on there are
many different ways for Pairings to get involved in the community and hold charity events like
when the walk/run for cancer is going on so that we can give back to the community. These
events also allow for Pairings to have fun with its menu and change items and their pairings
around so that the restaurant stays fresh, local and new.
When all of these elements are brought together they create the visual image of Pairings
on the Plaza. However when it comes to actually breathing life into this concept we must look at
who our target market is going to be and what trends this market is looking for. The section that
follows is a detailed analysis of the target area and the market it represents.
Section 2: Market Analysis
2.1 Target Market Trends
Parings on the Plaza utilizes local product with a focus on showcasing the whole best,
and pairing it with different salts and beverages to create a unique flavor and taste. Parings is a
fine dining restaurant specifically marketed towards a more upscale dining clientele, which is
appropriate considering the menu price point and our location on the Country Club Plaza.
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Building business relationships with the local farmers around Kansas City, Parings will be able
to take advantage of one of the biggest trends in 2012:
“Local sourcing of everything – from meat and fish, to produce, to alcoholic beverages –
is another big trend for 2012. Local farms and food producers have become an important
source of ingredients for chefs and restaurateurs wishing to support the members of their
business community and highlight seasonal ingredients on menus.” — Joy Dubost, Ph.D,
R.D., director of Nutrition & Healthy Living for the National Restaurant Association
(NRA- What’s Hot in 2012)
This trend is even more relevant to the Kansas City area, as the movie Fresh highlights.
In Fresh there is “a whole section dedicated to getting local farmers ingredients from the farm to
the store.” One of the important things that the film highlights is that the demand for local and
fresh products is so high and strong that Hen House Grocery Store owner and CEO David Ball
started the Buy Fresh Buy Local program in all his stores. This program helps create a fair trade
market place for both the farmers and the customer to get the best quality local ingredients.”
(Fresh) The Buy Fresh Buy Local section of the Hen House web site is an example of just how
deep this connection between Hen House and local farmers goes. With “11 stores spread out over
the greater Kansas City area” (Hen House) the demand for local and fresh ingredients is not only
hot in Kansas City, it is smoking.
To show respect to the local farmers for the quality of the ingredients they provide for us
Pairings doesn’t let anything go to waste, and this is why our restaurant focuses around whole
beast, also called nose to tail, cookery. This also follows another top trend from the 2010
Culinary Trends Handbook of butchering our own meat. (Culinary Trends. 32-37) We at Pairings
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feel that with the demand present for local products that our concept of utilizing every part of the
animal will appeal to the people of Kanas City who are demanding fresh and local ingredients in
their own supermarkets.
2.2 Target Market Demographics
Knowing that the market of Kansas City wants local ingredients we now need to get to
know more about the market itself. “Kansas City has a total population of 459,787 people on the
Kansas City, MO side of the city, and the estimated median household income in 2009 was
$41,999.” (Kansas City, Missouri) Over the last year “Kansas City had a 3.55 Billion or 3%
increases in sales revenue from restaurants.” (State-By-State Analysis. 24-25) In addition to this
“13.1% of the adults in Kansas City dined out at least two times a week in 2011.” (Dining Out.
47-49) These are good numbers but because they are talking about “313.5 square miles of land
area” (Kansas City, Missouri) this doesn’t really tell us the specifics about the area we are going
to be doing business. If we look at just the “1.5 square miles that encompasses the plaza’s zip
code of 64112” (64112 Zip Code Detailed Profile) we can see a much more detailed picture of
what our target market looks like.
Narrowing our market down to just the Plaza and its Zip Code we can see that “as of
2010 that it has a population of 9,635, with an estimated median house/condo value of $274,020
and an estimated median household income of $ 70,806.” (64112 Zip Code Detailed Profile)
Looking at the actual number of homes in the plaza area we can see that there are “5822 with
5310 being households without children.” (Plaza) So, we are looking at a lot of households that
have a double income with no kids. We intend to market to these local foodies looking for a
place to go for special occasions, date nights, or hosted/ catered events in our private dining
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rooms. We would not dream of turning away a family of four just because we are not catered
towards them, we would always accommodate them.
At this point we know who our customers are, what they want, and how our market
looks. It is time that we addressed our price point and competition.
2.3 Price Point and Competition
With the increased cost for the quality of local ingredients, and the industry cost
associated with Pairings’ location, our price point is set at $30-$60 depending on meal period.
While this may seem high at first, this figure is actually in-line with Parings’ two biggest and
most comparable competitors: Ruth Chris Steakhouse with a $61+ per-person average
(Yelp.com) and McCormick & Schmick's Seafood Restaurants with a $31-$60 per-person
average (Yelp.com). In fact, Fogo de Chao, whose location Parings is replacing, has a price point
of $31-$60 per-person average (Yelp.com). This “common man” research shows that Parings’
price point is comparable with its competition. Another thing that can be inferred from this
information is that the market will bear replacing Fogo de Chao with Parings as they both share
the same price point.
“Ruth Chris Steakhouse and McCormick & Schmick’s Seafood Restaurants are both
down in sales 24.0% and 18.8% respectfully.” (Review of 2010. 26-30) These two restaurants
are losing sales because of the increase demand for local ingredients, and the other trends
previously talked about. People no longer want to support “chain” restaurants; instead they are
turning to places that use local and fresh ingredients. While these are only two of the many
restaurants on the plaza they are the most comparable to Pairings in both dining style and price
point.
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“Penny-pinching was a novelty when the recession began; now it’s gotten old. Anyone
who can afford it will dip back into luxury dining in 2011. Look for flashy high-end restaurants
and some extravagant or indulgent specials” (Restaurant Trends. 41-43) This trend goes to point
out that after being cautious with money for so long because of the recession people are looking
to treat themselves. Our target market can afford to go out on the town and enjoy a dinner at
Pairings on the Plaza, and they are looking for the sustainable fresh foods we can provide them.
This research of the overall demographics of Kansas City shows that not only will the market
support Parings, but that it will also be successful.
Section 3: Guiding Principles
3.1 Business Philosophy
Parings on the Plaza is dedicated to showcasing local ingredients with a focus on utilizing
every part of the animal. We make a commitment to our guest and community to treat each
ingredient with the respect and care that went into its growth. Above all else, we are committed
to providing our customers with safe, delicious meals; while maintaining and operating our
restaurants under the highest food safety standards. This commitment is at the heart of our entire
operation, and is evident in every aspect of our business from: raw material procurement, safe
handling and storage, food preparation, and delivery.
With the main idea behind the menu being nose to tail cooking, we want the animals we
use to be treated humanely. We at Parings believe treating animals humanely and with care is a
key part of our quality assurance efforts. This means animals should be free from mistreatment at
all times from how they are raised and cared for to how they are transported and processed. Our
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goal is to only deal with suppliers who provide an environment that is free from cruelty, abuse
and neglect.
At Parings we take pride in our city and all that it has to offer. We depend on the
community and for this reason we feel that it is important to give back to our community. This is
why each night we will donate any reaming bread and specials from that day’s service to a
community food bank. Giving back is one of the many ways we build our relationship with the
community as a whole.
3.2 Business Relationships
The relationships we at Pairings cultivate with our community are very important to us.
We believe that the more we get to know our farmers and meat vendors the better our
relationships will be. Without our vendors and farmers we would not be able to create the quality
service that our customers enjoy.
Our relationship with our vendors goes beyond a mere “Hi, how are you doing?” We
would like to get to know our farmers and vendors on a much more personal level. Our chefs
spend time in the local farmers markets and once the relationship is built, they spend time on the
farms as well. We want our chefs to know and understand the land that the ingredients they use
are produced in.
We feel that if our chefs have passion about the ingredients they are using then the
dishes will be that much better. This feeling of pride in a dish translates to providing a lasting
memorable experience for our guest. Creating a lasting memory is the backbone of our Service
Philosophy.
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3.3 Service Philosophy
We want our servers, chefs, managers, and anyone else who may come into contact with
the guests to be personable and friendly. We want them to want to make time for the guest. In
their minds there should always time to stop and greet a guest with a warm smile. We implement
a few common service standards. One of these is the 10-5 rule. When a guest is 10 feet away
from you, smile. When a guest is 5 feet away from you it is appropriate to greet them verbally.
You should always be “on show” when in guest areas. This means pointing should be replaced
with a full hand motion, inappropriate conversations or gestures should not take place, and facial
expressions need to be under your control.
As a server you are expected to know the menus and be able to make helpful pairing
suggestions. You should strive to know as much about our guests as you can, in order to make
their meals at Pairings even better. “Always be collecting dots, ABCD, where dots are snippets
of information about a guest such as a birthday or anniversary.” (Turning Over Rocks. 77-96) If
a guest comes in to the restaurant often enough to be labeled a regular, you should know the
guest by face and name. If a regular has a regular order, try to have it memorized. The goal is to
always be two steps ahead of the guest, and always plan for what they are going to need next.
We also need to be flexible in our service. Instead of saying “we can’t do that,” we will
always say “let me see what we can do for you.” A manager should always be the one to make
the call on whether or not to fulfill a special request, such as preparing a special entrée or letting
the guest order a lunch special at dinner time. Management needs to be involved in service,
always available to both guests and servers. The MOD should make rounds and try to speak with
each table, giving them his or her attention and letting them know we appreciate their business
and want their feedback.
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Even in the midst of all this professionalism, it is important to have fun. Without soul a
restaurant’s excellent service and food is completely meaningless. The way to start is to have a
sense of humor, about yourself, about work, and life in general. Why bother doing something if it
isn’t enjoyable?
3.4 Management Techniques
At Pairings we know that when you work with the same people day after day you
become like a family. While we don’t get to pick our families, we do get to choose who we hire.
We hire employees who we think will be the right fit for Pairings. We are looking for people
who Danny Meyer would call “51 percenters”, that is their skills are divided 49% technical and
51% emotional. This hiring philosophy means searching for people who have the emotional
skills required to work at Pairings. We can train servers to serve and cooks to cook, but we can’t
train people to care if they are doing these things well. We cannot truly offer hospitality if most
of our staff lacks empathy. (The 51 Percent Solution. 139-160)
Pairings is in compliance with applicable laws, regulations, codes and industry standards,
ensuring that our employees have safe and healthy working conditions and reasonable daily and
weekly work schedules. Employees are not required to work more than the number of hours
allowed for regular and overtime work periods under applicable local, state and federal law. At
Pairings we are an equal opportunity employer and will not discriminate in the hiring or firing on
the grounds of: race, color, religion, sex, age, physical disability, national origin, or creed.
Our managers and employees are empowered to take responsibility for all guest requests.
Our goal is to create a sense of respect and rapport with our guest to encourage repeat business.
To aid in this our managers will utilize products like constant contact to stay in touch with our
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guest. This will allow us to keep them informed of local events that we are taking part in, or
events that we are hosting. This is also a tool for us to showcase our local farmers and what
ingredients we are getting from them.
These guiding principles help us shape our business into a respected part of the
community. Our philosophy of service and guest interaction means that we are constantly
striving to be two steps ahead of our guest’s wants and needs so that we can create a lasting and
memorable experience. Our attention to quality in the local products we use brings pride and
respect to the local farmers and producers around Kansas City. At Pairings we believe that these
core principles and ideals will make us a restaurant that our guests will want to visit time and
time again.
Section 4: Menu Engineering
4.1 Menu Design
When guests sit down for a meal at Pairings on the Plaza they will be presented with
black leather bound book style menus. The leather that provides the main structure of the menu
is made from recycled cow hide, and is another way that Pairings uses the whole beast. On the
front and back cover of the menu is a thin wooden panel that matches the tables and chairs. The
front cover of the menu has an open picture frame that will be used to display pictures of past
events that Pairings has held, pictures of menu items, or announce future events. Below the
picture frame is Pairings’ logo which has been wood-burned into the cover. The back cover of
the menu has the story of Pairings wood-burned into it.
When our guests open the menu they will be presented with a total of four pages. Each
page is made of recycled paper and has a gray tint to it. Each piece of paper also has a blue line
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running from top to bottom that matches the cushions on the chairs. This blue line is located on
the inside margin of each page. Each page of the menu will have a single column of dishes that
are set to the left of center. This gives each page of the menu a full look while still leaving plenty
of negative space so that the menu doesn’t look cluttered. Each page uses a simple san-serif font
with stylized headings so that it is easy to read and pick out each course from the next. As a
footnote to each page is Pairing’s address and contact information along with any other relevant
disclaimers.
The pages are held in place by the leather backing of the menu and are made to be
interchangeable. As Pairings offers local and seasonal fair we will need to be able to change the
menu based on what we are able to offer at that time. This also gives our menu a greater
flexibility and adaptability to the sometimes daily changes that can happen in the restaurant
industry.
4.2 Layout & Item Placement
Having four pages to work with, our menu will be laid out with page one having small
plates, soups, and salads. Page two will be lunch and our light fair/sides menu. The reason for
this placement is deliberate, as we want our guests at lunch to only need to open the front cover
of the menu. We want our lunch services to be fast paced and quick to encourage the employees
of local businesses to stop in on their lunch breaks. As Gregg Rapp reports the most important or
prime area on a menu is the upper right hand corner of the menu. “That area, he says, should be
reserved for more profitable dishes since it is the best place to catch and retain the reader's gaze.”
(The Menu Magician)
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Page three is reserved for entrees, while page four is dedicated to dessert and after dinner
drinks. While this will mean that our guests will have to turn the page to see the entire menu, it is
laid out in a logical progression of courses and meal time. Another benefit of having the entrees
on the opposite page of the desserts is that our guests will be able to browse them while deciding
what to have for dinner. This peaks the guests appetite for dessert from the start of the meal and
gives them more time to think about ordering one. As the desserts are also listed in the right hand
corner of the second half of the menu the guest will keep looking there and this will help lead to
an increase in dessert sales.
4.3 Pricing
The final part of item placement is where and how to list the items price. Pairings’ menu
will not have any dollar signs because as Gregg Rapp points out; “if you have a dollar sign for
every item on your menu it begins to look cluttered and extra pricy. We want guests to pick
dishes based on how it sounds, not what it costs.” (Gregg Rapp, NBC) With this thought in mind
Pairings will use embedded prices at the end of each menu description. This will help prevent
our guests from selecting dishes based on price as they won’t be able to easily scan down a price
list and pick the least expensive dish.
When it comes to actual pricing strategy Pairings will use a combination of whole dollars
and decimal places for items like beverages, desserts and daily lunch specials. The reason for this
is in the event of cost increases the more sensitive items can be changed with a less noticeable
impact. In addition to this pricing tactic, Pairings will use a price decoy. This dish will use a
combination of high end ingredients already on hand, to create a dish that can be ridiculously
priced. The purpose of this decoy is to make the other prices on the menu look more reasonable
in comparison.
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As Pairings is a fine dining restaurant our prices will reflect this, but our prices will be in
line with what our market can bare. They will also be comparable to our competition and our
guests won’t find similar items priced too differently. However there will be a price variance on
Pairings’ menu because of the decoy item and the lunch menu. The variance in price is to be
expected on all menus and items on the same page will be priced alike, so that when each page is
looked at by itself the variance isn’t as noticeable.
4.4 Branding the Menu
The menu is one of the most important branding and marketing tools a restaurant
has at its disposal, which is why every aspect of the Pairings’ menu is designed to create our
brand. This branding is why the name Pairings on the Plaza isn’t present on the menu, but our
logo is. We want our logo to represent our brand, so what better place to put our logo than to
literally brand it on our menu cover.
Another aspect that helps build our brand is the picture frame on the front of the menu.
The pictures that will be placed in the frame will be of Pairings’ dishes, its location, and events
that we have held in the past. All of these pictures on the menu will not only showcase our
involvement in The Plaza community but also show off some of our more memorable dishes.
While the front cover of the menu is the biggest part of our branding and marketing, the
inside of the menu has also been designed to reinforce our brand. The color choices and paper
style have all been selected to reflect the colors already present in the restaurant. Even the woodburned back cover of the menu helps build the brand by telling our restaurants story. With
Pairings’ menu, everything from the cow leather on the outside to the recycled gray tinted paper
we print our menu on ties back to our brand and company goals.
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Section 5: Complete Menu
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Small Plates
Roast Bone Marrow and Toast
Sal de Alcochote 12
Lamb Heart
with Black Truffle Gnocchi, Jamts Davs15
Crispy Game Wings
Choice of Sweet, Tangy or Hot Sauce, Amethyst Bamboo 9
Baked Celeriac & Eggs
The Meadow Flake 8
Red Wine Poached Pork Brain
Wilted Arugula, Red Chili Oil, Candied Walnuts, Brazilian Grosso 10
Wood-Fired Foraged Mushrooms
Sunny Side Up Egg, Manchego Cheese, Fumee de Sel 8
Cassoulet Crock
Pork Belly, White Butter Beans, Toast Points, Danish Viking 10
Wild Rice Risotto
Morel Mushrooms, Mascarpone, Black Truffle Salt 11
Soups
French Onion Soup
Bone Marrow Toast, Bail Kechil Pyramid 12
Split Pea Soup
Crispy Pork Trotter Roulade, Hana Flake 12
Soup of the Day
Salt Paired Each Day 10
Salads
Spinach Pancetta Salad
Raspberry Vinaigrette, The Meadow Flake 11
Caesar Salad
Maldon 11
Rabbit Food
Our House Salad Made From a Daily Selection of Local Greens and
Vegetables and a Choice of Dressings, Hana Flake10
Beet Salad with Fried Goat Cheese
Extra Virgin Olive Oil and Reduced Aged Balsamic, Fleur de Sel 11
Klover 24
Lunch
Available from 11am – 3pm
Ox Tail Sandwich
Red Cabbage Slaw and Green Bean Fries, Main Apple Smoked Sea
Salt 18
Corned Beef Tongue Reuben
Pork Fat Fried Potato Chips, Sal de Aveiro 17
The Nose to Tail Burger
Choice of Cheese, Seasoned Fries, Syokutakubin 13
Add on: House Made Bacon 1.00, Extra Cheese .50, Egg 1.00,
Duck Confit 3.50, Foie Gras 7.50, Onion Straws .50 House Made
Pickled Vegetables 1.00
Pulled Pork BBQ Pizza
House BBQ Sauce, Smoked and Pulled Pork Butt, Sautee Peppers
and Onions, Mozzarella, Gros Sel de Camargue14
Four Cheese Pizza
Garlic and Herb Infused Olive Oil, Pinot Noir Salt12
Pizza Margarita
House Made Tomato Sauce, Mozzarella Fresh Basil, Alaea Hawaiian
Volcanic 10
Lite Fare
Daily Cheese and Charcuterie Plate
Danish Viking Smoked 12
Fried Pickles and Mushrooms
The Meadow Sel Gris 7
Duck Fat and Bacon Powder Popcorn
Amabito no Moshio 5
Olives and Pistachios
Ittica d`Or 6
Assorted Pickles
Made in House using Local and Seasonal Vegetables 5
Trio of Deviled Eggs
Black Diamond 6
Klover 25
Entrees
Spicy Duck Breast
Red Lentils, Rainbow Swiss Chard, Char sui Sauce, Fiore di sale di
Trapani 36
Eggplant Filet
Popcorn Parsnip Puree, Braised Kale, Akoh Arashio 27
Braised Beef Short Ribs
Sweet Potato Hash, Grilled Asparagus, Bonin 43
Salt Seared Scallops
U-10 Diver Scallops Seared on a Brick of Himalayan Salt, Garlic
Spiked Zucchini, Polenta, Sun-Dried Tomato Pesto 34
Kansas Farm Raised Rack of Lamb
Saffron Rice Pilaf, Feta and Almond Green Beans, Blueberry Brown
Butter, Ittica d`Or 37
45 Day Dry Aged Kansas City Strip
Roasted Garlic Mashed Potatoes, Broccoli and a Green Peppercorn
Demi, Bengal Blue 48
Wild Caught King Salmon en Papillote
Couscous Pilaf, Sauté Kale, Japanese Nazuna 40
Wood-Fire Chicken
Black-Eyed Peas, Seasonal Mixed Vegetables, Herb Compound
Butter, Sal Marina de Barcelona 33
The Scrooge McDuck
Morel Mushrooms, Duck Confit and Black Truffle Risotto, Seared
Foie Gras, Flos Salis 99
Quinoa and Spinach Strudel
Red Pepper Coulis, Lutai Jade 25
Whole Roasted Catch of the Day
Herbed Spaghetti Squash, Potatoes Rosti, Hawaiian Black Lava 35
Rabbit Duo
Confit Rabbit Hind Leg and Herbed Pinwheel Rabbit Saddle, Brown
Butter Carrots, Potato Dauphine, Ghana Mahogany Smoked 36
Klover 26
Desserts
Bailey’s Irish Cream Cheesecake
Oreo Crust, Raspberry, Dark Chocolate Glaze 8.75
S’more Tarts
Graham Cracker Tart Shell, Chocolate Mousse, Marshmallow 8.75
Assorted Salted Candies
Selection Changes Daily 7.50
Seasonal Fruit Cobbler
Vanilla Ice cream, Oatmeal Nut Topping 6
Ice Cream or Sorbet
Selection Changes Daily 5.50
Orange Crème Brule
Fresh Seasonal Berries 8.75
After Dinner Beverages
Fresh Mint Tea 6.50
Fresh Ginger Tea 6.50
Earl Grey 5.25
English Breakfast 5.25
Chamomile 5.25
Chai Tea 5.25
Cappuccino 5.25
Latte 5.25
Absinthe 8.50
Courvoisier 7.50
Hennessy 7.75
Remy Martin 8.75
Graham’s 10yr Tawny Port 7.75
Sandeman Ruby Port 6.55
Lustau Fino Jarana Sherry 5.55
Pedro Romeo Amatallo Sherry 5.55
Espresso 5.25
Amaretto di Saronno 5.50
Americano 5.25
Bailey’s Irish Cream 5.25
French press for 1 or 2 5.25/ 6.50
Pernod 6.50
Klover 27
Klover 28
Appendix 1: Menu Text
Small Plates
Roast Bone Marrow and Toast
Sal de Alcochote 12
Lamb Heart
with Black Truffle Gnocchi, Jamts Davs15
Crispy Game Wings
Choice of Sweet, Tangy or Hot Sauce, Amethyst Bamboo 9
Baked Celeriac & Eggs
The Meadow Flake 8
Red Wine Poached Pork Brain
Wilted Arugula, Red Chili Oil, Candied Walnuts, Brazilian Grosso 10
Wood-Fired Foraged Mushrooms
Sunny Side Up Egg, Manchego Cheese, Fumee de Sel 8
Cassoulet Crock
Pork Belly, White Butter Beans, Toast Points, Danish Viking Smoked 10
Wild Rice Risotto
Morel Mushrooms, Mascarpone, Black Truffle Salt 11
Soups
Klover 29
French Onion Soup
Bone Marrow Toast, Bail Kechil Pyramid 12
Split Pea Soup
Crispy Pork Trotter Roulade, Hana Flake 12
Soup of the Day
Salt Paired Each Day 10
Salads
Spinach Pancetta Salad
Raspberry Vinaigrette, The Meadow Flake 11
Caesar Salad
Maldon 11
Rabbit Food
Our House Salad Made From a Daily Selection of Local Greens and Vegetables and a Choice of
Dressings, Hana Flake10
Beet Salad with Fried Goat Cheese
Extra Virgin Olive Oil and Reduced Aged Balsamic, Fleur de Sel 11
Lunch
Ox Tail Sandwich
Red Cabbage Slaw and Green Bean Fries, Main Apple Smoked Sea Salt 18
Klover 30
Corned Beef Tongue Reuben
Pork Fat Fried Potato Chips, Sal de Aveiro 17
The Nose to Tail Burger
Choice of Cheese, Seasoned Fries, Syokutakubin 13
Add on: House Made Bacon 1.00, Extra Cheese .50, Egg 1.00, Duck Confit 3.50, Foie Gras 7.50,
Onion Straws .50 Hose Made Pickled Vegetables 1.00
Pulled Pork BBQ Pizza
House BBQ Sauce, Smoked and Pulled Pork Butt, Sautee Peppers and Onions, Mozzarella, Gros
Sel de Camargue14
Four Cheese Pizza
Garlic and Herb Infused Olive Oil, Pinot Noir Salt12
Pizza Margarita
House Made Tomato Sauce, Mozzarella Fresh Basil, Alaea Hawaiian Volcanic 10
Lite Fare
Daily Cheese and Charcuterie Plate
Danish Viking Smoked 12
Fried Pickles and Mushrooms
The Meadow Sel Gris 7
Duck Fat and Bacon Powder Popcorn
Amabito no Moshio 5
Klover 31
Olives and Pistachios
Ittica d`Or 6
Assorted Pickles
Made in House using Local and Seasonal Vegetables 5
Trio of Deviled Eggs
Black Diamond 6
Entrees
Spicy Duck Breast
Red Lentils, Rainbow Swiss Chard, Char sui Sauce, Fiore di sale di Trapani 36
Eggplant Filet
Popcorn Parsnip Puree, Braised Kale, Akoh Arashio 27
Braised Beef Short Ribs
Sweet Potato Hash, Grilled Asparagus, Bonin 43
Salt Seared Scallops
U-10 Diver Scallops Seared on a Brick of Himalayan Salt, Garlic Spiked Zucchini, Polenta, Sundried Tomato Pesto 34
Kansas Farm Raised Rack of Lamb
Saffron Rice Pilaf, Feta and Almond Green Beans, Blueberry Brown Butter, Ittica d`Or 37
45 Day Dry Aged Kansas City Strip
Roasted Garlic Mashed Potatoes, Broccoli and a Green Peppercorn Demi, Bengal Blue 48
Klover 32
Wild Caught King Salmon en Papillote
Couscous Pilaf, Sauté Kale, Japanese Nazuna 40
Wood-Fire Chicken
Black-Eyed Peas, Seasonal Mixed Vegetables, Herb Compound Butter, Sal Marina de Barcelona
33
The Scrooge McDuck
Morel Mushrooms, Duck Confit and Black Truffle Risotto, Seared Foie Gras, Flos Salis 99
Quinoa and Spinach Strudel
Red Pepper Coulis, Lutai Jade 25
Whole Roasted Catch of the Day
Herbed Spaghetti Squash, Potatoes Rosti, Hawaiian Black Lava 35
Rabbit Duo
Confit Rabbit Hind Leg and Herbed Pinwheel Rabbit Saddle, Brown Butter Carrots, Potato
Dauphine, Ghana Mahogany Smoked 36
Desserts
Bailey’s Irish Cream Cheesecake
Oreo Crust, Raspberry, Dark Chocolate Glaze 8.75
S’more Tarts
Graham Cracker Tart Shell, Chocolate Mousse, Marshmallow 8.75
Klover 33
Assorted Salted Candies
Selection Changes Daily 7.50
Seasonal Fruit Cobbler
Vanilla Ice cream, Oatmeal Nut Topping 6
Ice Cream or Sorbet
Selection Changes Daily 5.50
Orange Crème Brule
Fresh Seasonal Berries 8.75
After Dinner Beverages
Fresh Mint Tea 6.50
Fresh Ginger Tea 6.50
Earl Grey 5.25
English Breakfast 5.25
Chamomile 5.25
Chai Tea 5.25
Cappuccino 5.25
Latte 5.25
Espresso 5.25
Klover 34
Americano 5.25
French press for 1 or 2 5.25 or 6.50
Absinthe 8.50
Courvoisier 7.50
Hennessy 7.75
Remy Martin 8.75
Graham’s 10yr Tawny Port 7.75
Sandeman Ruby Port 6.55
Lustau Fino Jarana Sherry 5.55
Pedro Romeo Amatallo Sherry 5.55
Amaretto di Saronno 5.50
Bailey’s Irish Cream 5.25
Pernod 6.50
Appendix 2: Restaurant Story Text
Pairings on the Plaza is the combination of chef owner Grant Klover’s several passions
brought together for your delight in one kitchen. Ever since his culinary school days, he has been
interested in nose to tail cooking, both as a way of promoting sustainable animal practices and as
a tasty meal. Pairings also incorporates finishing salts into each dish which adds a subtle flavor
component. Our chefs will use anything from a pink Himalayan sea salt to a black lava salt, all to
Klover 35
stimulate and entice your senses. No meal would be complete, though, without something to
drink. Pairings offers a variety of wines, cocktails, and beers. This is where the true experience
of dining at Pairings comes into play. Each dish is made so that it will have an interaction with
each beverage; this means depending on what you are drinking your overall taste experience will
be unique and different.
Chef Klover was born and raised in Kansas City, and he knows what Kansas City has to
offer. At Pairings we strive to use as many local ingredients as we can. We have developed a rich
relationship with our suppliers and our community to bring you only the highest quality
ingredients. This is our story, and we invite you to join in the unique dining experience that is
Pairings on the Plaza.
Feedback and it’s Use
In the final week of this project only one student decided to read over and review this
project. His advice was to change the color of the restaurant story on the back page of the menu
to make it easier to read. When I pointed out to him that this would actually be wood-burned into
the back cover he decided that this would provide enough contrast that it would be easier to read.
He thought that the menu and concept was very sold with a lot of research behind it and said that
he would come to the restaurant if it was a real place.
In addition to the feedback I received from this student, I also had feedback each week
from the instructor of this class. While I may not have always agreed with his feedback I still
used the feedback he provided to make improvements to this project. Overall I made about 95%
of the changes that where suggested to me by the instructor, and this is evident by the higher
overall quality of this project.
Klover 36
Literature Review
For this literature review, each review is laid out in the order it appears on the work cited page.
Title: 64112 Zip Code (Kansas City, Missouri) Profile.
When looking for detailed information about the actual zip code that my restaurant would
be in, I used City-Data.com. With this web site I was able to narrow the scope of my market to
the people within walking distance of Pairings on the Plaza. I understand that this zip code only
has 9635 people out of a total city population of 459,787. But I also know that if I can sell the
idea to the people within walking distance of my restaurant then the people that have to drive
will come too.
Title: Salted: A Manifesto on the World's Most Essential Mineral, with Recipes.
ISBN #: 978-1580082624
As the idea behind Pairings on the Plaza is to pair each dish to not only a beverage but
also a fine finishing salt, this book is important. This is not only a book about the history of salt
but also how different salts get there properties. There are also charts and tables that help to point
out which salts go well with what. As the salt pairings will be determined by the chef I would
expect to find a copy of this book in his office for quick reference.
Title: Buy Fresh Buy Local
This web page is the second featured tab of HenHouse.com, and goes into detail about
their values. This web page also has a link that lets you see the farmers they are connected with. I
used this web page to back up research of the trends that are hot in 2012, and prove that Kansas
City was a prime example of the eating local trend.
Title: One Man's Vision Shapes the City
I used this source when looking for the history of the building I would be using for
Pairings on the Plaza. I knew that it was an old building and had been the heart of the plaza for
Klover 37
years but I needed hard dates. This website gave me that and provided me with other useful
information about local events and customs of the Plaza.
Title: Country Club Plaza | Restaurants
I did not actually use any information from this web site. I had originally used it as a
hyper link to show the other restaurants around the Plaza area. The information showed market
research in the form of competing business. It gave me a place to jump off of when looking for
my closest competition within my chosen market.
Title: Culinary Trends
This was the first of many articles that I used from the 2011 Handbook on Restaurant,
Food & Beverage Market Research. I would say that along with the National Restaurants
Associations article “What’s Hot in 2012” these where my two most important sources for the
Market Research paper. While this Handbook was a bit of a hassle to get a hold of and use, it
provided me with a veritable tone of information.
Title: Customer Service Guiding Principles & My Thoughts
When it came time to write the business ethics paper I was a little bit lost about what I
actually needed to write. It wasn’t until I looked at this and a few other web sites about what a
company’s guiding principles should include that I had a better idea of what to do. I didn’t use
any of the information from this source but as I read it for research on what to write I included it
as a source.
Title: Dining Out
This is another resource that I read out of the Market Research Handbook. I only used a
small fact from it about dining out trends in the market analysis paper. There was so much good
information in this source that it was hard to pick and choose what information was the best to
Klover 38
use. There were times when I had so much information that it was actually too much fact and not
enough independent thought. This proved an interesting challenge when it came to using the
Handbook.
Title: What to Drink with What You Eat: The Definitive Guide to Pairing Food with Wine, Beer,
Spirits, Coffee, Tea-- Even Water
ISBN #: 978-0821257180
As this book is all about what to drink with what we eat, I don’t see how it could be any
more obvious as to how I plan on using this book. Pairings on the Plaza is centered on this idea
and whole beast cooking. If you have never heard of or seen this book I recommend picking it
up. It is packed full of ingredients and dishes that pair very well with different beverages. The
book contains charts that allow you pick ingredients and have it be paired with a specific
beverage. I will be using this when it comes time to create the menu.
Title: Fresh
I used the movie Fresh to prove that the demand for local ingredients in Kansas was very
high. In conjunction with the Hen House web site I was able to use the information presented in
the movie to prove that local grocery stores where answering the call of the customer.
Title: Fogo De Chao
I used all of the Yelp.com sources as a common man resource. With Fogo de Chao being
in the location I am planning to use, I needed to know the price point it currently had. I used this
information to compare it with my competitors and saw that the two price points matched up
together. This went to show that the market could bare my concept in the location that I picked.
Title: Google images
This is the picture of my chosen location light up with Christmas Lights. I needed a
picture to demonstrate what my location looked like at the heart of the plaza lights. I believe that
Klover 39
this picture lends credence to my argument that thousands of people walk past my location each
day.
Title: Guiding Principles
The idea behind this web site was to give me another non-industry company’s view on
what should be included in a company’s guiding principles. I didn’t use any of the information
present in the morels and business ethics paper. However because I used the web site to gain
perspective on what should be included with guiding principles I cited it.
Title: Guiding Principles
As with the other webs sites in the morals and business ethics paper I didn’t actually use
any information from this source. Just like with the others I cited it because I used it to educate
myself on what should be in a guiding principles statement.
Title: The Whole Beast: Nose to Tail Eating
ISBN #: 978-0060585365
This book is the backbone of my menu and concept. I have been inspired by nose to tail
eating and cooking since Meat Fabrication 1 with Chef Bill back in Mod 2. I have always been
an adventurous eater and I have learned that there are so many good parts of an animal. As the
menu will be my attempt to bring my ideas behind nose to tail cooking to light, I plan on using
the knowledge inside this book to my advantage.
Title: Kansas City, Missouri. (MO) Profile
Another of the sources that I used from City-Data.com and this one was for the greater
Kansas City Missouri area. As this area is more than 300 square miles wide and encompass only
the Missouri side of Kansas City. The idea was to show a comparison between the whole of
Kansas City Missouri and the 64112 zip code. I needed this information to show how much of
the population fit into my target market.
Klover 40
Title: Kansas City
This page was used to show what my location looks like. As Fogo De Chao is the current
holder of my location I went to their website and used the picture from the front page. I only
used the picture and didn’t need any information from the website.
Title: McCormick & Schmick's
As with the other Yelp.com sources this webpage was used as common man research on
local competition. The idea behind using this resource was to provide proof that not only did
Pairings on the Plaza fit into the market but that it was in-line with its competition. All of the
Yelp.com sources went to justifying my stated price point.
Title: Bones: Recipes, History, and Lore
ISBN #: 978-0060585372
Another book that I will be using when it comes time to create my menu is Bones. I have
always thought that you could use bones for more than just making stock, and in fact I have
thought about using dried stock bones as charcoal in my wood fire oven. Essentially I would be
smoking pork butt with pork bone charcoal, and to me this sounds like a brilliant idea. This book
also goes into way to use marrow bones in many different applications. Over all, this book will
prove invaluable to my menu concept.
Title: Fat: An Appreciation of a Misunderstood Ingredient, with Recipes
ISBN #: 978-1580089357
Just like the other cookbooks, I am using this as a reference in my utilization of the whole
animal. Some of the ideas that I have read about is rendering beef fat and serving the crispy fat
along top of the steak. This adds a different texture to the fat and allows it to also act as a
garnish. This will also allow me to cut my meat so that it is less fatty and a little bit healthier if
the customer should request no fat or little fat.
Klover 41
Title: The 51 Precent Solution & Turning Over the Rocks
ISBN #: 978-0060742768
I used these two different chapters form Danny Meyers book Setting the Table. I really
like the ideas presented in the book as a whole but I decided to focus my scope down to just two
of his ideas. I also feel that Danny Meyers is respected enough in the leadership community that
his ideas are good ideas to follow. The two chapters I picked to use are the two that fit my ideas
and style the most. I couldn’t agree more with the idea that, when hiring, skill is less important
than personality. I have to be able to work with you and you have to be able to work with/ for
me. The other chapter is all about how to collect and connect the dots. Small things our
customers say can tell us a great deal about the time they are having, and what brings them out
this evening. It is just good customer service, really, but at Pairings this will make a difference to
our level of guest service.
Title: The Menu Magician
When it came time to put the menu together and layout the design of the menu I looked
for more information on menu engineering. I came across this article about Gregg Rapp who was
featured in the NBC YouTube video that we watched for class. This article provides more
information about what should be looked at when it comes to engineering the actual menu. As I
have never actually taken a class that has talked about this before it was a very helpful article.
Title: The Flavor Bible: The Essential Guide to Culinary Creativity, Based on the Wisdom of
America's Most Imaginative Chefs
ISBN #: 978-0316118408
I am going to be working with some very distinct flavors from all corners of the palate. I
am going to need this book to help pair the right salt, to each dish and each beverage in turn. This
book will help me better understand the flavors I will be working with in all three elements. I
will also be able to see where I am too heavy in one taste and what I can use to balance it out.
Klover 42
Title: The Food Lover's Guide to Wine
ISBN #: 978-0316045131
One of the key beverages that I will be pairing with my dishes is wine, and because of
this I think this is a perfect book to use. As it is another book by Karen Page & Andrew
Dornenburg, it has the same writing styles and easy to use tables. It also gives a breakdown of
each varietal type and what it pairs well with. I am hoping to use the basic flavor description as a
reference point when I create my menu.
Title: Careers
When researching my business and moral ethics paper I went looking for examples of
what other companies both in and out of the business had done themselves. I picked this
restaurant because I have enjoyed the times that I have dined there. I didn’t use the information
present but used the site like a guide to what my paper should include.
Title: Plaza
This demographics page was actually a local real estate site that showed the current
number of homes on the plaza. This proved excellent as proof that my target market was living
within walking distance of my restaurant. This went to show that Pairings on the Plaza is in a
prime location due to being so close to its target market.
Title: Menu Engineer on NBC Today Show
This video was given to all of us by the instructor as a resource to use. When it comes
time to build my menu and put everything in its proper place I will be using this video to help me
pick the best layout for my menu.
Title: Choosing a Name for Your New Restaurant
Title: Creating a Restaurant Concept
Title: Designing a Restaurant: Front of the House
Klover 43
Title: Dining Room and Seating Layout for Your Restaurant
Title: Dining Room Decor and Atmosphere in Your Restaurant
Title: Menu Design
Title: Restaurant Branding and Design
Title: Restaurant Exterior Design
All of these articles are from the same website source, were required reading for the
course, and I didn’t actually cite any of the text in the articles, so I grouped them together. It is
not my intention to in any way diminish the articles or the information that they provide because
this information was a vital part of the creative process. Using each article as a check list and
jumping off point for research I was able to create a much more complete picture of my concept.
Everything is covered in the articles and I don’t think you could ask for a clearer or easier to
follow guide on creating a restaurant concept.
Title: Restaurant Trends
Using this source was where I received the bulk of my information about the trends
happening in the industry as of 2011. Being able to use both this Handbook and the NRA survey
for What is Hot in 2012 allowed me to track the trends and see what was on the rise and fall from
last year to this. This was my real jumping off point for research about my location and the
trends that where happening in my state. This was a great resource to have and I used
information from several different articles.
Title: Review Of 2010
In order to know if I was making the right choices when it came to what trends to follow
I need to look at how the trends went for as many years back as I could. With this Handbook
having a review of 2010 and projected trends for 2011 with demographic and sales figures to
Klover 44
back it up. When I added the NRA Whats Hot in 2012 this gave me 3 years’ worth of
information and statistics to go by, which creates a much stronger picture of what the trends
actually are and what I should focus on.
Title: Charcuterie: The Craft of Salting, Smoking, and Curing
ISBN #: 978-0393058291
I feel that the soul essence of nose to tail cooking/eating is charcuterie. I have a deep
passion for Charcuterie and have had the privilege to watch a French Master Chef make many
different types of Charcuterie. I have also been able to try making some myself and they turned
out pretty good. I love this book and think its research and information is a wonderful addition to
my menu and concept as a whole.
Title: Ruth's Chris Steak House
As with the other two Yelp.com sources, this web page was part of my common man
search. The idea was to go online and figure out which restaurants in my area I was competing
with. I was also see what restaurants where brought up as similar, when I put in my concepts
information.
Title: Restaurant Market Analysis
My hope with this source was to find a third part in the restaurant industry to lend
perspective on how the overall restaurant market looked. However this source just provided me
with the same trend and market analysis that both The National Restaurant Association, &
Restaurant, Food & Beverage Market Research Handbook had. I decided that I didn’t need to use
the information present in the document but still listed it as a source because I now have three
separate bodies of research that support my choice of location and concept.
Title: What's Hot in 2012
Klover 45
For my market analysis paper this was the first source I turned to. I have learned that if I
ever want to know what is currently going on in the culinary world I just need to turn to The
National Restaurant Association. As I talked about before with the Restaurant, Food & Beverage
Market Research Handbook, the information present in both text lent a great deal of strength to
the choices in my location and concept. I feel that without this information I would be able to
convince potential investors of my ideas.
Title: State-By-State Analysis.
As with the other sources in the Restaurant, Food & Beverage Market Research
Handbook, this one was packed full of useful information. This article actually gave a
breakdown of what was trending in each state. Along with this it gave information on how the
people in the state where spending their money. This proved to be very valuable information
when it came time to assess the financial capabilities of my location.
Title: Upcoming Events.
In the development of my concept I needed to know what other attraction went on around
my location. The Crossroads Arts District is only a few blocks away from the heart of the plaza,
so it would not be unexpected to see people stopping in for diner before or after going to an Art
show. This source also had the list for other upcoming events, like outdoor concerts and theater
events. I used this source to illustrate that the Plaza is not the only thing to draw potential guest
close to my locations area and that people are willing to travel to this part of Kansas City.
Works Cited
"64112 Zip Code Detailed Profile." 64112 Zip Code (Kansas City, Missouri) Profile. N.p., n.d.
Web. 27 Oct. 2012. <http://www.city-data.com/zips/64112.html>.
Klover 46
Bitterman, Mark, and Jennifer Martiné. Salted: A Manifesto on the World's Most Essential
Mineral, with Recipes. Berkeley [Calif.: Ten Speed, 2010. Print.
"Buy Fresh Buy Local." Buy Fresh Buy Local. N.p., n.d. Web. 26 Oct. 2012.
<http://henhouse.com/whats-in-season/buy-fresh-buy-local/>.
"Country Club Plaza | One Man's Vision Shapes the City." Country Club Plaza | One Man's
Vision Shapes the City. N.p., n.d. Web. 19 Oct. 2012.
<http://www.countryclubplaza.com/About-Us/One-Mans-Vision-Shapes-the-City>.
"Country Club Plaza | Restaurants." Country Club Plaza | Restaurants. N.p., n.d. Web. 28 Oct.
2012. <http://www.countryclubplaza.com/Restaurants>.
"Culinary Trends." Restaurant, Food & Beverage Market Research Handbook (2011): 32-37.
Small Business Reference Center. Web. 27 Oct. 2012.
"Customer Service Guiding Principles & My Thoughts." The Social CIO. N.p., n.d. Web. 02
Nov. 2012. <http://danwebber.wordpress.com/2010/02/26/customer-service-guidingprinciples-my-thoughts/>.
"Dining Out." Restaurant, Food & Beverage Market Research Handbook (2011): 47-49. Small
Business Reference Center. Web. 27 Oct. 2012
Dornenburg, Andrew, and Karen Page. What to Drink with What You Eat: The Definitive Guide
to Pairing Food with Wine, Beer, Spirits, Coffee, Tea-- Even Water-- Based on Expert
Advice from Americas Best Sommeliers. New York: Bulfinch, 2006. Print.
Fresh. Dir. Ana S. Joanes. Perf. Will Allen, Joel Salatin, David Ball. Ripple Effect Films, 2009.
Documentary.
Klover 47
"Fogo De Chao." Yelp.com. N.p., n.d. Web. 26 Oct. 2012. <http://www.yelp.com/biz/fogo-dechao-kansas-city>.
"Google Images." Google Images. N.p., n.d. Web. 20 Oct. 2012.
<http://www.google.com/imgres?um=1>.
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