The LINGER Factor

There's really no other way to label it.

If you have been reading these past few blogposts (of course you have!...right?) it should be becoming clear to you what it is I am trying to do at my restaurant.

I have always tried to provide a "better than usual" experience for my friends...other restaurants have customers, we have friends...and building an addition onto my bar will facilitate a deeper and hopefully more authentic dining experience.

I want folks to LINGER. So often in this town that I love folks who dine out don't take advantage of the time that they have. They want to be sat right away, scoff two or three courses and then SLAM! the car door shuts and they're headed home.

Slowly I hope to educate folks on how to linger. To relax. To remember that enjoying a night out to dinner should be relished. Time can be spent sipping a classic Italian cocktail before they go to their table or after their dessert, or, dare I suggest both? In my next post I will explain in more detail my attitude towards NOT "turning tables". Yes, you read it right. An owner who doesn't care how long you stay?!?
For now, please enjoy the next chapter in Bother Cleve's Blog...

III. La procreazione di Cocktails

The easiest way introduce unknown labels to the general public is to create cocktails containing these liquors. Last summer, for example, I concocted a drink for a hotel in Cambridge. I called it the Bossa Nova, containing Brazilian cachaça (sugar cane liquor), passion fruit liqueur, orange juice and roasted macadamia nut bitters. We sold hundreds every week, despite the fact that possibly half our guests had no idea what cachaça was. In fact, many folks couldn't even pronounce the word (they can now, however)!

Which is why I'm so excited about my latest assignment. Chef Chris Rovezzi has won numerous (well deserved) awards (Worcester Area Best Chef, etc.), and his successful  restaurant has an exemplary wine program. It's now time to shine a spotlight on the bar. To celebrate, Chef and I have been tasting and discussing the possibilities and will be hosting the Spiriti di Rovezzi Cocktail Dinner { http://rovezzis.com/spirited-dinner/} on May 6, 2013.  We will present a Brother Cleve/Chef Chris original menu featuring a new cocktail creation paired with each of 5 dinner courses. (The cocktails will be served in half portions to prevent the outbreak of riotous dissolutezza in Fiskdale.)

NEXT: The True Vermouths

A Different Experience

Very soon we will be completing the rather daunting task of expanding our bar. Our goal is not only to add 8 to 10 more seats, and an authentic Italian cocktail list,...our goal is to add to the dining "experience".

When My family and I visited Italy last summer, one of the most distinctive differences when we dined out was what I am calling the linger factor.  going "out to eat" was more than just that. There was an aperitivo before dinner accompanied by salty snacks such as peanuts and olives...Then a wonderful 3 course dinner...and then back to the bar for a digestivo such as Averna or Amari accompanied by great conversation and the potential for meeting new friends. By the time we left our stomachs and our minds were satisfied and relaxed. Sleep came swiftly and naturally. Each time was an experience in italian culture.

My newly expanded bar and lounge area will hopefully foster an interest from our guests to linger after dinner and experience a night out in the Italian way. 

If words like Aperativo, Digestivo, Averna and Amari are a bit intriging...PLEASE continue reading. The following is the second part of Brother Cleves Blog (our Mixologist)
He is responsible for the cocktails we are serving at our "Spirit Dinner" on May 6th.

There are spaces still available. info at www.rovezzis.com

II. Meet The Amari Family (La Famiglia Amari)
My interest in the variety of liquors produced around the world began in the mid-1980's, when I began touring globally as a musician. It was during my second tour of Italy, with The Del Fuegos, that I got exposed to the intriguing world of Amari, a two hundred year old tradition of macerating varying combinations of herbs, spices, flowers, citrus peels and tree bark (mostly cinchona, which produces quinine) in a neutral grain spirit.

Our band was scheduled to perform at a music festival in a small town outside of Milan, and the show promoter took us to a leisurely lunch that afternoon. At the end of the meal, the waiter served everyone small glasses filled with a golden brown liquid. I took a sip and was wowed! It was unlike anything I'd ever had before. I asked our host - "what the hell is this stuff? And can I get a refill?" (I did). "Trocchi", he answered. I made a note of this, as I knew I needed to have this around the house.

Upon returning to Boston, I searched my local liquor stores to find it. No one knew what I was talking about. I trekked into the North End, Boston's "Little Italy". Here they knew what an amarowas, but once again, no one had heard of Trocchi.It took me 30 years, but I finally found the equivalent in the lighter-bodied amari, made by producers Meletti and Nonino. I realize now that Trocchiwas a locally produced amaro, perhaps made in the town where we were performing (or even at the restaurant itself).

That experience made me curious about the all odd looking bottles I found in North End restaurants and liquor shops. I tried out as many as I could find, but back in the pre-Internet age there was very little available information about these products. Subsequent travels through Italy furthered my enlightenment.

Fortunately, finding information about anything is much simpler now. In today's cocktail lounges, there is increased awareness ...and enjoyment!... of once obscure libations, abetted by the revival of the classic cocktail. As a result, more intriguing foreign brands are being imported than ever before.

For more about Amari, see http://en.wikipedia.org/wiki/Amaro_(liqueur)

NEXT: La procreazione di Cocktails

WHAT SHALL WE DRINK TODAY?

The following is the first of a 5 part blog written by Brother Cleve, the mixologist that is helping to improve the cocktail program at Rovezzi's....

Or should I say "Che cosa beviamo oggi?"

 

Creating a drink menu for a bar/restaurant is an exciting challenge, one that I enjoy immensely. In many ways, it’s similar to what I do as a DJ, where I often work within the parameters of a musical style or theme. Working on a themed cocktail menu gives a mixologist a definitive palette to work within - and there are plenty of opportunities for variations on a theme or to "remix" a classic recipe, as well as create original libations.

 

My current project, building an Italian-inspired cocktail menu and spirits collection for Christopher Rovezzi at Rovezzi's Ristorante in Sturbridge, MA {http://rovezzis.com/} has allowed me to indulge in one of my passions - the world of Italian spirits. My home bar is a testament to this obsession - I own a veritable liquor store worth of vermouths, amari, americanos, grappas and cordial liqueurs from Italy.

 

NEXT: Meet The Amari Family (La Famiglia Amari)

Autumn in Tuscany

Ok, so...

We are swiftly heading to our second major event at our new off site function facility. If you are a true fan of my blog, you remember my last post in which I explained the new facility. If not, then for godsake go back one post and catch up!

The first wine dinner that we held at in the "Tuscan Room" was a tremendous success. And yes, I would tell the truth if it was a disaster. It was the furthest thing from a catastrophe. It was absolutely amazing.

135 of our closest loyal friends and some family descended on LaSalle Hall (where the Tuscan room is located) eagerly awaiting the maiden voyage of the facility. A 5 course typically Tuscan meal was served with a different wine that complimented the dish. I am told that everyone loved the food. It may sound funny saying it that way but the truth is that when I am buried in the thick of it...and 540 plates of food is THICK...when I am buried like that I sometimes let my insecurity get the best of me and I start to question whether or not I am actually succeeding in the endeavour.

So whereas the night was executed smoothly, anxiety washed over me in consecutive waves every time a course was completed. Right before dessert service, I presented myself in front of the crowd, an image of a firing squad floating in the back of my brain. But when my name was announced the most gracious and heartwarming round of applause filled the room. I expressed my immense gratitude both to my team in the kitchen and to the guests and then did my best to go table to table and get as much face to face feedback as I could. I could not have hoped for better reactions. That's not to say that everything was perfect. When you are feeding 130 people there will always be bumps, but overall the compliments that we received for the flavors and presentation brought a smile to my face that was still there when I woke up the next morning.

So...

Let's do it again!! was the phrase I could not wait to tell my team. Not wanting to cause overkill, we decided to wait 3 months. Fall, in my opinion, is the GREATEST season for food. I start formulating Autumn dishes at the beginning of Summer. The herbs, the squashes, the root vegetables, the slow braised meats, the grains, the dried fruits...these are among my most inspiring ingredients.
In trying to pick a date for the next dinner we realized that the middle of October was when then Chamber of commerce holds their annual Harvest festival on the Sturbridge Common. It just made sense to pair up with the Chamber and make our next dinner a Harvest Dinner rather than a wine dinner. Don't get me wrong...there WILL be wine, with every course! But the theme of the night is Autumn Harvest food.

Many have heard the phrase "Farm to Table" in the culinary world. This basically means that the Chef sources ingredients from local farms and producers. It can be a somewhat difficult and expensive process given the geography of any given restaurant. My goal for this Harvest dinner was to source at least 80% of the ingredients from local, AND  organic producers. I am excited to announce that I hit about 90%!!!

A challenge to be sure, but those who know me best know that I thrive on difficult situations.
So we are featuring not only local fruits and vegetables, but the meats and the cheeses are local and organic as well.

The menu is fairy uncomplicated. Hearty fall season comfort food with southern Italian roots.

A salad of baby arrugula, apples, marcona almonds and goat cheese fritters presented in a roasted acorn squash wedge

Handmade sugar pumpkin gnocchi simmered in sage cream with crumbled homemade sausage

Stout braised grass fed beef short ribs over sweet potato polenta finished with glazed root vegetables

And for dessert, a Rustic apple crostata accented with rosemary caramel sauce and accompanied by aged Grafton cheddar cheese.

If this sounds at all enticing to you then have no fear, we are not yet sold out for this particular event, as of the writing of this blog post there are 30 available seats. If you would like to reserve spots all you have to do is send an email to Erica Foley. erica4rovezzis@gmail.com

The date for the dinner is Saturday October 20th at 6 pm. The location is the new Tuscan room at LaSalle hall. Erica can answer any questions you may have or you can check out some info on my website www.rovezzis.com .

I expect that my confidence will get battered around during this dinner just as the last one. This insecurity is what gives me my edge to constantly improve and do better at everything I take on.
So please...come challenge me! Come to this Harvest dinner and experience what our local farmers have to offer every season.

Ciao

Yes, I realize that it has been THREE years since my last blog post....I could come up with some elaborate story/reason for this, but the truth is, I haven't felt like there was anything interesting enough to capture any ones attention. And even now, as I am about to describe my first ever trip to Italy, I worry that it will just be viewed as another boring travelogue filled with boring details about a boring place that most folks have not yet gotten a chance to visit.

But, In about a week my team and I are presenting a five course wine dinner at our new off site function venue for the purposes of announcing and celebrating, well, our new off site function venue! The event hall consists of 2 function rooms, the smaller of which has been unofficially dubbed the "TUSCAN ROOM"...can you see where this is going? My hope was that the trip to Tuscany would provide me with spark to create the menu for the wine dinner. More than inspiration, what I received from my trip was a sincerely humbling education.

But, like I said. I fear that my blog posts won't be interesting. And describing an overseas trip has the potential for banality.

So,

To prevent this from happening, I will NOT fill this post with over descriptive images of  The Italian countryside. the vineyard covered hillsides of Tuscany dotted with cement structures colored with rusty oranges, yellows and browns, the overcrowded port towns lined with buildings layered so close together it almost looks as if they were smashed together and then squeezed inward to make room for more at the ends. The endless maze of narrow streets that wind haphazardly through the ancient towns of Lucca, Bulgheri and Volterra. The last one by the way is where they filmed a portion of one of the TWILIGHT movies...Apparently, that's where the head vampires are stationed.

Anyways...

All of that stuff was absolutely wonderful, and beautiful, and interesting to see, but all of it pales in comparison to the education I gained while in this beautiful place. An education based solely on my desire to finally experience the cuisine of my heritage. A cuisine that I have been fumbling through for most of my culinary life. I am known as an Italian Chef. I have been creating dishes in my own kitchen for 12 years. 10 years prior to that I spent my time gaining knowledge and experience through working with different chefs with different styles. And although the bulk of my knowledge came from an Italian chef who was born in Italy, everything I learned was a sort of mixture of Italian and nouvelle American cuisine. Every dish had an added "flair" to it. Extra components and fancy garnishes that became a trademark for how younger Chef's could out do their competitors.

Too much stuff. That's the only way I can describe it. Dishes just had too much stuff on them.

This was the most important thing that I learned while in Tuscany. That when you are composing a dish. Don't put any ingredients in it that don't belong. I am going to say it again. DON'T PUT ANY INGREDIENTS IN THE DISH THAT DON'T BELONG. To put it differently, do not add components to dish just because you're afraid that the dish is too simple. Young Chef's today are constantly adding ingredients because they think that the dish needs color or texture or height. Allot of times what ends up happening is the extra "stuff" starts to detract from the original idea. And what you end up with is an over complicated mash of flavors that confuse the palette.

Oh, and I was one of those Chef's. I have spent my share of nights making sure my dishes had enough color and artistic value. Unfortunately none of that stuff matters when flavor is lacking. So the lesson was one that we have all heard through the  years. The k.i.s.s. method. Keep it simple stupid. Although I think the last "s" has been eliminated due to political correctness.

Simplicity is the key. I had heard this before going to Italy. That Italian Chef I mentioned tried to instill the rule of simplicity in me but I was too young and cocky to hear it. I wanted to show off.

So there I was, having lunch in a small trattoria in Bulgheri. Sampling a selection of cured meats and olives. Simply presented on a white plate. No garnish, no fancy wild greens to color the plate. Just the meats and the olives, oh, and some house made crusty bread. The antipasti was followed by a handmade ravioli filled with spinach and ricotta cheese in a light cream sauce. It was obvious that the ravioli was made earlier that day, and the person who made them was passionate about the process. It was the perfect balance of spinach and cheese. it was the perfect consistency to the sauce. It was the perfect thickness of the pasta that enveloped the filling.  It was the perfect lunch.

In Santa Margherita, near Genoa, every meal for two days included a pasta dish with pesto genovese, which is the basil pesto that we all know. But it's not the pesto we all know. It is the worlds greatest pesto. The reason is that Genoa is the birthplace of pesto. There are subtle differences that make the pesto much more vibrant and remarkable. Unlike the forest green textured pesto we make here, the stuff  ate everyday was almost fluorescent! It was pureed smooth and coated the pasta so evenly, every bite was as consistent as the first.  One of the most classic presentations consists of a pasta tossed with green beans, diced potatoes and pesto. That's it. Three ingredients added to pasta. A simple dish of greens and whites. No tomatoes added for color. No fried leeks piled on top for height. Just green beans, potatoes and pesto. Nothing else is needed. It was a perfect example of the simplicity rule.

The dish impacted me so hard, I decided to make it the 3rd course for the wine dinner. It will consist of those three ingredients, but make no mistake, my goal is to put my signature on it so that should you encounter this dish again, you will have a point of reference to compare it too.

The other 4 courses , although not exact replicas of dishes from my trip, have all been designed from my new found education. A salad of local organic peaches, imported proscuitto and goat cheese, a typically Tuscan roast pork known as a porchetta, an intensely rich dense dark chocolate torte and of course handmade biscotti with coffee. All of these simply prepared with respect for the ingredients allowing the flavor to be the most important component rather than worrying about composing dishes that are fashionable or trendy.

This blog post is the first in a series about my trip to Italy. It would be impossible to express the experience in one post. Three years ago, when I created this blog, it was more about self indulgence than anything else. But now I feel that I have something important to share. Important enough to start writing again after three years  Whenever I am asked how the trip was, my immediate response has been, "there are no words!" Clearly this is not true.

If anything there is the potential for too many words.

The Myth part two

Please scroll down and read The Myth part one before reading this article


....And the show goes on


By most accounts the situation seems dire, No?
I mean, come on. Tax bills from businesses that aren't even open anymore...raising prices of all utilities and major food product...delivery trucks charging an extra $40 to pay for their gas...minimum wage being raised. Any normal business owner would feel like they were facing a tsunami.

I am not a normal business owner.

After reading a very good book called THE E-MYTH by Michael Gerber.
(it stands for entrepreneurial myth). I learned that to truly succeed in business you must have three major roles filled. The Administrator, or CEO, the technician (in this case, the Chef) , and the sales director.
If a cohesive team of three is not present, you will eventually fail.

I'm a technician. I always have been. When you reach the level of Executive Chef you have behind you many years of leadership training, stamina training and most importantly, training to deal with adverse situations. It's like being Captain Kirk on the Starship Enterprise. Kirk steers his ship while directing all of his officers and whenever necessary, he jumps right into the action to defeat the klingons, or he runs to the engine room to direct Scotty how to fix the engine so that the ship continues at warp speed, or he gets beamed down to the hostile planet to engage in hand to hand combat with a creature with a mans body and a lizards head. Oh, and once in a while he gets to boink the green chick.

I am also a fireman. A fireman who specializes at putting out several small fires all at the same time rather than battling one huge inferno.

So you see, I am a technician who drives his ship from the most important location in the business...the kitchen.
As far as a sales director, well, my entire team, AND my loyal customers (such as Paul Lamarine) have accepted the task of promoting our restaurant. And in the end, the great food and service really kind of sells itself.

So there I was. it was the beginning of 2008. The fall and winter seasons are upon us...very busy time for restaurants... and the road ahead seems daunting. You see, right after the wonderfully busy holiday season every restaurant hits the time of year sometimes referred to as "The Winter Doldrums" Basically the months of January, February and March. It typically is painfully slow, for all the reasons you would imagine, and if you havn't saved the money that you made from Christmas to get you through, you truly will be challenged in ways you never knew.

So that's what I was facing as an owner. Every week there are more and more reports of people losing their homes and cars, business going bankrupt. thousands of people getting laid off. Ever the American auto industry was on the edge of going belly up. All bad news.

But I kept cooking.

And the customers kept eating.

I kept cooking because it's what makes me feel like everythings right in the world.
Martin Luther King once said,

"The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy"

Sylvester Stallone once said,

"Its not how hard you can hit that matters, Its how hard you can get hit, but keep moving forward"

That was my decision. To live the words that these two great orators have spoken. No matter what, I was going to do whatever it takes to keep moving forward. Whatever it takes. I knew it would be difficult, but the thought of coming out on the other side was so damn inspiring, I wouldn't let myself accept any outcome other than success.

So I kept cooking.

And the customers kept coming

And the servers kept serving . And the Managers kept managing (managing to put with me!) Our entire team kept moving forward. Yes lots of bad news was circling the town and sometimes it was about us, but I assured the staff that as long as we continue to work as hard as ever, and continue to provide an excellent experience, the people will keep coming.
Was it a bluff...maybe, a bit. I didn't know what the outcome would actually be. But I always believe that positive thoughts lead to positive actions. So we stayed positive. We talked about it every week. We shared our fears and worries. And although things got very scary during the doldrums we never lost sight of what we needed to do.

Cut to last week.
I read in one of my restaurant trade journals that by some accounts the food and beverage industry is showing signs of elevation from the harsh economy. Certain customers tell me that they are feeling a bit better because the stock market was...um...doing good, I guess. Or at least better? (by now you should be able to tell that I have no stock investments)
My manager prints out a comparison sales report for year to date numbers. Wow! We are almost exactly the same as the year before the recession! I wont lie to you, we had a great summer. I know that it was mostly rainy days and allot of folks were pissed off, but the rain brings people into restaurants. I would secretly do rain dances in the afternoon to welcome the clouds and the bad weather.
Yup, a damn good summer.

Now, people who are in the know, know that the past year has been incredibly tough on myself and my wife. There have been, and still are, nights when we're not sure how the next bill is to be paid. When she gets nervous I tell her, "80 percent of the country is going through the exact same thing right now" A little know fact about owning a small business is that when payday arrives, It is the owner that receives his check last. If at all.

Character. Hardship strengthens character. That's what my dad has always told me. Let me tell ya, Ive got buckets of character spilling out of my ears.

But the show goes on. And there is a full house of hungry friends

And you go to work every day knowing that it will be better than yesterday. You pull your head up out of the muck just long enough to notice that 225 thousand is now down to 49 thousand.
And 50 thousand is now down to
14 thousand. you look
at your recent mortgage statements(for the house and the restaurant) and you see that both are current. You feel energized. To use an extremely trite saying, you see a light at the end of the tunnel. Today IS better than yesterday. last week WAS better than last month.Last month WAS way ahead of last year!

Keep moving foreword. Keep steering the ship. Keep putting out fires.
Keep cooking, serving, managing....smiling

"....times of challenge and controversy"
Some might say that sharing this story with you is controversial. "why would you want anyone to know that?!?" they say. "What if people don't come back?!?" they say. Sharing stories of hardship brings a community closer together is my answer. Why wouldn't they come back? They were here last week, they loved their food, they enjoyed their server, the felt that the evening came at a value. They know I'm here, moving forward, working hard, leading the crew of the Enterprise. Ready to feed the Man creature with the lizard head...or cook something special for the green chick.

I have boatloads of faith. Faith in myself, my team and my customers. My restaurant is my home, and when you visit my home you get treated like family...huge deal when you're Italian...and family members talk and share experiences and support each other. I will never be able to fully express my gratitude to the hundreds and hundreds of people who support us on a daily basis. I can only hope that the level of passion and love that goes into everything we do is felt by those who benefit from it.

In one of my previous blog posts I mentioned the phrase,
"Within these four wall we refuse to take part in a recession"
This became our mantra. If we believe...truly believe that we are going to survive the bad economy, continue to create and innovate and remain authentic
and provide our customers with the experience that they deserve, if we promise our friends that when they spend an hour or two with us we will help you forget the failing economy. We will cater to you for that short period of time and we will only hope that by the time you leave, you feel just a bit better than when you came in. We will relish in the fact that we have been a part of your day...hopefully, a good part.


It has been 8 years since I opened my restaurant in Sturbridge and I have survived.
I have survived nights with snowstorms and no customers, survived
a severe drop in pasta sales when the Atkins diet was the rage. A September that was so unbelievable horrible that our citizens didn't feel right about going out and having a good time. I have survived rumors (see my very first blog entry) Lots and lots of rumors.
Rumors so thick that you had to wipe them away from your face with your hand. I have survived expanding to three restaurants, and decreasing back to one. I have survived battles with terrorist parking lot owners, and tyrannical "sign police" from the town hall. I have survived fabricated restaurant reviews from jealous competitors who spew bile and hatred out on the food websites, and battles with unruly customers who refuse to pay for the meal that they have just licked clean off their plate.

I have survived. But make no mistake about it, I did not do this alone. I would NEVER have survived without the constant love and support and understanding of the people who I call family. I would be typing for days if I spent the time to name them all. They are the people closest to me. My team, my friends, my loyal customers. My father, my wife. My wife...I could write another blog post just about her. But whatever I write would never fully describe how important she is. I think she knows.

And Sharon. Most of you know her. To call her the "manager" just doesn't describe fully what she means to me and to my restaurant. As a typical Italian male, I never tell her enough how much I appreciate her. Yes there are disagreements, arguments, fights. But through it all She more than any other team member never lost the faith that Rovezzi's will survive whatever the world throws at us.

So...Still want to be a restaurant owner?

I f I had to do it all over again, I would. This story is full of painful experiences and difficult times.
But everything I have told you here is dwarfed by the absolutely wonderful things that have happened. The people, the events, the food.... The food. That's pretty much it for me. It's all about the food. Being able to create as an artist, and then receive almost immediate feedback for the work, that is what keeps me going, keeps me cooking, keeps me focused.
Do I love what I do?

Shoeless Joe Jackson was heard saying,
"It's not about the money, it's about baseball. Christ, I would do this for beer money"

I don't drink beer, or enjoy baseball...but I think you get the point

Now, if you will excuse me I have a new fall menu to create.

Tomorrow,

Warp speed Mr. Sulu

The Myth

If you scroll down several blog entries ago you will see one titled , "Recessed"

A major goal of that article was to convince everyone that although our country is in the middle of an economic recession, Rovezzi's stands strong as an anchor of community business is the harsh seas that is our economy.

The ship attached to the anchor... it's getting battered to hell by the storm.

There is a saying in the food and beverage industry, "If you want to make a small fortune in the restaurant business,..start with a large fortune and wait 6 months"
I frequently use that phrase when I am approached by an enthusiastic pre-entrepenuer who is ready to throw all of hi life savings, and 401K money into opening the next new, cool, eclectic, eatery/tappas bar/raw bar/cigar bar/steak house that serves American Kobe beef that will become an instant success because all of his family and friends are going to patronize so often so there's NO WAY it could fail.
"I love to cook!...and my wife enjoys meeting people, we would make a great team, me in the kitchen and her as the manager!"
"We will only serve creative Martinis at the bar, that way we don't have to bother with purchasing all that other liquor."
"We will only serve organic produce and grass fed beef and pork."

Yes these are all actual things that have been said over the years.

I am the Executive Chef of my restaurant...Would you like to know what I did today?

Woke up to a phone call from my produce company reminding me...for the 6th time this week...that I owe them money.

Drove to the restaurant but not before stopping at the bank to withdraw cash for a food delivery. Most companies during this recession are demanding COD. They are not taking chances.

Ok, up to the office to finish the new menu...

Found out, as soon as I sat down, that a booze delivery was coming. No problem, I have enough cash...liquor companies cant take cash?...they need a bank check? OK, back to the bank.

Drove to Worcester because my assistant in the kitchen forgot to order something from the delivery that's coming. Arrive at the place to get it. Oh, they re not open Monday thru Wednesday? OK. Across town to another place.

Back to the restaurant. The delivery came but they were out of an item. Called the owner, "you don't have any?" "Nope" "But I order it every week" " ya, I know...sorry" "sorry?" "well what else do you want me to say?...I can get it to you tomorrow" "But I need it tonight!" "Ya, that doesn't really help then does it?" CLICK

Off to the store. Get back with the item. Find out that another Item was missing. "Go with what you've got!" I shout. "You ll make it through tonight"

Run home to let the dog out...you know what happens when they are cooped up all day.

Decide to take that ever help full 20 minute cat nap that really refreshes the brain. My eyes start to close. My phone rings. Its my manager telling me that the cable guy is at the restaurant to shut off the service because we are behind a month. And you guessed it....he wants cash.

Back to the restaurant to pay the guy.

Dinner is getting close to starting and the cook says that we had an extremely busy lunch so we are going to need some more boneless chicken...Of course we do. I'll go get it.

Return with chicken. The manager tells me that the soda machine is out of Co2 gas and we don't have another tank. Proceed to make 5 phone calls to track down a gas tank. Whew, the local brewery has one. I'll be right back.

Hook up tank. Back up to the office to finish the new menu. Phone rings. Its my Insurance agent. He wants to know if he can cash the check that I gave him a week ago. I asked him to hold it as long as possible.
A couple more days? I ask. Uh Oh, he says. I already cashed it. I thought you were going to say yes when I asked you.

Oh well, cross fingers....pray

Back to the menu.

Phone rings. Its my accountant. Hey did you receive some information from the IRS? he says. I think so but I didn't open it, I say.
Drive it up to me tomorrow, he says.

I slump in my chair.... This cant be good.

Yes, the IRS. The government agency that you become intimately connected to once you own a business. I have had hundreds of discussions with the agency over the past 8 years of business. But the highest concentration of talks have been in the last 2 years since closing my other two restaurants.

Oh, you didn't know? Yes its true, I had three restaurants going at the same time. I was so excited about running one very popular place that I thought I could have several. It was the biggest mistake of my life. Bigger is not better and all that was accomplished was tripling my headaches and problems and reducing the amount of profit in my pocket...all in all...A nightmare.

So as the recession was hitting I was consolidating back to one location. The first one. The best one. But you see, closing a restaurant isn't a simple thing. It comes with allot of responsibilities. And if the business was hanging on by threads at the time of closing well that just means that there will be allot of money owed to allot of different people. Most importantly....yup, the IRS.

And the Massachusetts Department of revenue.

These two agencies collect ALL kinds of taxes from you when you own a business. Taxes for things that you have NEVER heard of. You would swear that they were just making it up as they go! This cant be right! Another tax bill?!?
Well, when times are tough and you are trying to keep the business alive you start to make tough decisions. You know that you need product to serve, so you buy food. You know you need people to produce, so you pay payroll. You know you need a place in which to do this, so you pay rent and utilities. Hmmm. What's left. Oh, taxes... geez, there doesn't seem to be any money left.

Oh well, they can wait. I'm sure the Gov. isn't going to crumble because they don't have my measly little tax payment.

Cut to a week after the restaurants are closed. I'm sitting in the office of an IRS agent with my accountant. We are trying to negotiate a payment plan. A payment plan to pay off the 225 thousand dollars that is owed to the Gov. from the two failed restaurants. (just a hint in case you are ever in that position...crying doesn't get you out of it)
Okay, deal accepted. 5 thousand dollars a month till its paid. SURE, I can swing that! No problem

Across town to the Mass. Dept. of revenue to workout a payment plan. A payment plan to pay off the 50 thousand dollars owed to the State from the two failed restaurants. (again, no crying)
Okay, deal accepted. 15 hundred dollars till its paid. SURE, I can swing that!

Cut to me standing at the bar in my restaurant with statements in my hand from my food and booze companies saying that they will be accepting COD only. On the bar in front of me are the bills illustrating that the price of propane, heating oil AND electricity are going up. On the television above the bar there is a newscast. The announcer is saying that the chairman of the federal reserve has just announced that our country has been in a full on recession for months but no one wanted to admit it.

To be continued....

Friend

At the very last space at the bar, the seat that faces the area where servers pick up their drinks, there sits a pilsner glass, a unopened bottle of beer and a simple white candle.
It's Saturday night. The busiest night of the week. Night of good and bad. Organized chaos, happy satisfied customers, lots of special requests, barely enough sea bass specials, no more calamari, burned arm with boiling hot risotto...someone backed into my car. By all accounts a typical Saturday night.

Because I am the Owner/Chef, I have the privilege of stepping off the line after the mid evening rush. This usually happens between 8:30 and 9:00. Check the tables in the main dining room. This is the room that boisterous folks sit in due to the fact that it is here that you compete with kitchen noise and high volume instructions from the chef to the cooks. These folks enjoy experiencing a bit of the "back of house", they feel like they know just a little bit more than the rest of the diners. And they probably do.

A quick stop at the hostess station to chat with my manager extraordinaire (I say that with the UTMOST sincerity...she is AWESOME)A glance at the reservation computer to check the customer count. Wow, only 160 tonight? Felt like 200.

A turn to the left and I step behind the bar at the far left end. Usually every seat is taken so I slowly make my way down the line, stopping to talk to familiar faces, introducing myself to the unfamiliar, occasionally taking the hits when someone is disappointed with their meal...hey, it happens.

Chaotic stressful Saturdays that twist and tighten neck muscles and sciatic nerves.

Last stop...The end seat, to shake hands with Al. a few shared stories of the week. An observation about the large number of customers tonight. A heartfelt "thank you" for the vine ripened tomatoes he brought me from his garden, perfect in their non uniform size. The asparagus spears that were as big as drumsticks. The Whitman's sampler that he brought in for the girls, or the Hershey's kisses, or the heart shaped candies, or the daffodils, or the roses.

As we talk the muscles loosen in my neck, the sharp pain that shoots up my left leg is gone.
The glow of his eyes through his over sized, seemingly too thick spectacles tell me that he is truly happy to be here. He doesn't require much, just a few beers. Sometimes he orders food, sometimes not. Sometimes he has one or three friends sitting and chatting with him, sometimes not. He's OK either way. His demeanor quietly states, "Ill be here for a bit, come on over and say hi if you like." A demeanor that's been enjoyed for 7 years

In this industry loyal customers are sometimes referred to as "fixtures" I hate that term. Al is no fixture...he's family. I don't think Ive told him that... I have a feeling he knows.

Somehing is different,
Tonight my neck is tight,...my leg hurts.

There is no candy in the waitress station.

The stool at the end of the bar is empty.

...a pilsner glass turned upside down...a full bottle of beer, unopened, and a white candle.

Recessed

Recess

Remember...?
Third grade, after math and before reading? A wondrous break in the middle of a stressful, information packed day. Sometimes involving a snack. Almost always involving kickball. A short stint in the cafeteria...sorry...lunch room...when the weather was bad. In Ireland they call it "play lunch" In Britain "little lunch"

Good times, Good times

Recession

Nothing like recess at all.

I'm told that we are in the middle of a recession. Not exactly sure what that means but I don't like the sound of it. Seems like allot of bad. Bad bad bad. Nothing but bad.
(I watch allot of MSNBC and CNN)

Well I don't like bad. Its not good. I like good. My friends like good. My family likes good. My customers like good.

So... We're good.

Yup...good. Me, my staff, my customers. We're good....Well, pretty good anyway.
We refuse to take part in a recession. We come to work, we clean, we prep, we get ready and we please. We please In the only way we know how. With food and drink and ambiance.
It's been that way for 8 years (happy anniversary to us this past Feb. 14th). And it continues to be that way. If you need us, we are here, ready to please.

Just because they say it on the news doesn't mean that we have to curl up and die. We're still working, very hard, and the folks that visit us are still working, very hard, and they want what we provide, so, we happily provide it...it's all good.

Okay, before you attack me with statistics of unemployment and bad stock market numbers let me just say that I have the deepest sympathy for anyone who has lost their job or house because of this situation. I'm sure it is an awful thing. But you cant quit. You have to keep moving forward. That's what I do every day. And so that became our mantra here at the restaurant.

These days it's not how hard you can hit that matters...
It's how hard you can GET hit and keep moving forward.

And believe me, I'm getting hit. I've been forced to shut down two out of three of my restaurants. It was a truly painful experience. I have leftover expenses and tax responsibilities that I will be taking care of for quite a while. Not to mention the emotional heartache of having to tell 50 people that they have to find another job. But, I'm still moving forward. I HAVE to. The alternative is unthinkable.

I am a staunch believer in the power of positive thoughts and actions.
We love what we do, we feel that we do it well, and folks respond.

Good right?

So, as many of my patrons have already heard me say,
"Inside these four walls we refuse to acknowledge a recession"

Silly?...maybe, but it seems to work. If the TV and the news makes you sad...We'll try our best to make you happy.

With food... really good, luscious, fattening, wonderful food, or,
If you just want a drink and some company, we'll can do that too.

and I have a kickball in the kitchen and a HUGE parking lot...if it clears the roof that's a
home run.

From the Hip

"If it wasn't for the last minute, I would get nothing done."

My Pastry Chef Patrick would tell you that I always shoot from the hip. Attack the day with no great level of pre planning or organization. In fact he's right. It seems to work so why screw with it?


I'm teaching a cooking class this Sunday. I'm nervous. I've taught about 6 classes so far and I sweat each and every one. It's not the public speaking part of it, I have NO trouble talking to strangers or large groups of people. It's the expectations.

Every person enters a situation with expectations of outcomes. Presumably my students will be expecting some level of culinary knowledge. That's what there here for right? Well, because I grew up with this overwhelming desire to ALWAYS make sure everyone is happy, I have a fear that I wont measure up to their expectations. During the very first class I taught I constantly interrupted myself by asking the students if they were happy so far. At the end a couple of nice ladies approached me and said that it was a great experience and I really taught them allot.

That was the best thing I could've heard.

But the fear is still there. I suppose some level of anxiety is probably good. You know, keeps me sharp and on my toes. I try to come across like I really know my shit. Like nothing bothers me when it comes to my job. In the past couple of years I have been accused of being "cocky" I usually just respond by saying, "I'm not cocky, I'm confident" Well, if I was to respond honestly I would have to say, "I'm not cocky, I'm overcompensating because I just REALLY want you to like me!" Big difference.

Yep, It's an insecure thing...been that way since I was a fat little kid.... I'm working on it.

So, I have this class and I have no lesson plan. I will probably figure out what to teach as I lie in bed the night before....or maybe when I wake up. No, It's not procrastination. Procrastination is when you NEVER get the thing done. That's not me. I complete tasks, I just begin them...well, you know. (refer to opening line of blog)

Wanna hear a big slap of irony? The underlying theme in most of my classes is DON'T BE NERVOUS WHEN COOKING. So many people approach cooking with this fear of screwing up. My theory is, What's the worst that could happen? It wont taste good.

So I'm nervous. I won't get much sleep.

Jump to 24 hours later and The class is over. Success?... You betcha. As I predicted I came up with the lesson plan while I was driving to the restaurant this morning.
Minestrone soup.
Panzanella Salad
Rigatoni carbonara
Walnut encrusted salmon

As always, I kept asking if they were enjoying themselves and if they were learning something. I got great responses in return and by the time I went home I felt this calming relief come over me. It's not easy you know. To do things last minute and have it actually come out good. That takes some serious concentration and intensity.

Who knows, maybe "shooting from the hip" will become the part of the 2010 curriculum

at The Culinary Institute of America.

There is this new show on the FOOD Network called "Chopped"
The premise is 4 Chefs receive a basket with 3 ingredients in it. They have thirty minutes to create an entree out of the items.... 30 minutes?...high pressure?...last minute planning?...
see what I'm sayin here?

You never know, so don't make fun.

Patty Cakes

Since the day I opened my restaurant about 7 years ago I told myself that we would only offer desserts that were made "in house". Well, we're still doing it. You will never have a pre-made frozen dessert at Rovezzi's. I would love to say that I am the creator behind our sweets but I cant. There's only one person who can claim the title 'Pastry Chef" at Rovezzi's.

Patrick...a.k.a. Cap

We call him Cap because that's what he calls everyone else. Patrick is a self taught dessert maker. I guess that's why we work so well together. I'm a self taught Chef. He has had a varied life in the food service industry. Worked at several pubs and restaurants around Ma. but when I met him he was working at Cedar St. Restaurant which is located down the st. from my restaurant. He came to me looking for some extra hours to supplement his income.

I really didn't want to hire him, you see, I was working basically alone and I liked it that way. I didn't want to have to teach some stranger all my recipes and techniques. But, I gave in and the next day in walked a 5ft. tall, brown haired, kind of "husky" fellow wearing a clean white Chef coat and a "I'm ready to work"smile.

Immediately he picked up on how I did things and I was truly grateful because we had started to get very busy and I couldn't keep working day and night. After a couple of weeks Patrick told me that he was making all the desserts at Cedar St. "Can you help me with mine?" I asked.

The rest is history.

Patrick eventually left Cedar St. to work for me full time and for the past 6 years he has been responsible for ALL of the desserts that have ever been served here. The hair is a bit more grey, The Clean chef coat is gone replaced by a black t-shirt. The smile is still there, most of the time. Patrick never becomes complacent with his desserts. He constantly experiments and updates his repertoire. He is loved by everyone here. A true friend . He is like Switzerland. He remains neutral when arguments arise and does his best to comfort both sides.

He has become a brother to me. And consequently it is very hard to discipline him. We fight, we talk, we push through it and get the job done. It is a a very comforting feeling knowing that he is in the restaurant on the days when I am not. He is one of the few who takes ownership of the business and watches out for the common good.

His desserts speak for themselves. Describing them here wouldn't convey a fraction of the actual quality. You'll just have to stop down and taste.

Does he have any bad points...? Of course. Everyone does. But I will save those for a blog entry the next time we have a fight.

Hump Day?

So it snowed this morning and it's raining now. And my fear is that my restaurant will be slow tonight. I share that feeling with every other small business owner in central Ma. right now.

Oh well... Like they say, you have to take the good with the bad
I always HATED that saying. I don't want to take the bad. The bad is....well...bad.



So tonight we will get ready for the evening. Food prepped. Specials created. silverware polished , napkins folded, tables set, the whole shebang! And we will do this proudly whether we serve 100 guests, or 1. That's the industry that we are in. The service industry. We work so other folks can have a good time.

Jump to 4 hours later and I have just finished the night. It was slow...but not horrible. It turns out that we were the only business open tonight. Even the produce market next door shut down today.

As strange as it sounds, I kind of enjoyed it. I was able to do some thinking while I was behind the line. Thinking about menus, about special dishes, about changing things around so the kitchen runs more efficient...and, I was slow enough that each dish I created tonight was carefully put together.

The point of this blog entry...? Basically to tell folks that I TRULY love what I do. It is a pleasure to me, whether it's busy or not.
(obviously I don't want slow nights but they are gonna come no matter what)
So this is my little inspirational message. Love what you do and do what you love. You spend 1/3 of your life working so at least make it something you enjoy. I've met a large amount of miserable Chef's through the years... I never understood why, until now. They don't love it. They tolerate it. It's just a job.

Chef Mark, Chef Casey,.. back me up on this one will ya?

See you soon

Dueling Rice Balls

A new Italian restaurant opened up down the street from me a couple of days ago. It's called Romaldo's. and your right, I'm not thrilled that it begins with R. sounds silly? Well, when someone calls their business associate and says, "hey, lets meet for dinner Tuesday night at that Italian place, you know,...the one that Begins with R!" Yep, that's right, I'm worried about that.

And you might think I'm worried about the competition. Well, I'm not.... too much

No, It's not because I think we are better than them. It's because I am the type of owner who welcomes new businesses, especially restaurants. The more restaurants, the more people will come to our town. The more people, the better for everyone.

Also, the food is just different enough that I don't think folks will even try to compare us. You see, Romaldo's was opened by Nikki Barron. She is the grandaughter of the founder of ROM'S restaurant. ROM'S was a cornerstone of Sturbridge for a very long time. Everyone went there. It was the one constant in an ever changing town. It was large, simple, unpretentious and solid. They specialized in Italian-American food. Lots of pasta with red sauce, meatballs, lasagna, chicken parmigiana. There was a take out window where you could pick up a "bucket of spaghetti and meatballs" That's what it was called! They were famous for it. You could feed your family inexpensively with real homemade food.

Well, ROM'S closed its doors towards the end of 2008. It almost didn't seem real. Allot of folks were sad and even more weren't sure where they were going to eat.

Well not to worry. It's been said that you can still get the favorite dishes and flavors that you enjoyed at ROM's from Romaldo's. Very smart. Give them what they want. I'm sure that Ms. Barron is planning on putting her own stamp on her restaurant, but I have heard several sighs of relief when folks hear about the food.

I wish nothing but the best for Romaldo's. Entering the world we call the restaurant industry is so mind blowing it can actually send someone over the edge. They have a beautiful location and I hope they share the same attitude that I do about competing businesses. My hope is that someone visits Romaldo's on Tuesday...and then Rovezzi's on Wednesday. Every ones happy!.

I truly do wish them sucess and prosperity...

But then there are the rice balls.

In Italian they are called "arancini" it means "little oranges" due to the fact that they are deep fried to a golden brownish-orange color. Well, Romaldo's menu features rice balls...and so does mine. (one of my eyebrows slowly raises,.. I fold my arms in resentment)

I have not yet tasted said rice balls, but you can be sure that other folks have praised the absolute perfection that envelopes the balls. (my neck muscles tense up,...I become suddenly aware of the position of my feet).

Although I welcome competition, I am VERY protective of my balls. How could someone Else's be better. I've been working on them for years! Constantly changing recipes, altering the amount of rice, the amount of cheese, the type of cheese. Even the oil that they are fried in! I do not come to the final product willy nilly... It's been a process. A long, heartfelt search to produce the finest rice balls available In the tri-community area. (my arms flail!... I shake my fist at the Gods!)

Well, Welcome to town Romaldo's! The gauntlet has been thrown down! Create your best. I am ready...I am waiting...BRING THE PAIN. (standing straight and defiant)

As the chairmen says..."ALL ET CUISINE!"

seriously though..Good luck guys, your'e in for a hell of a ride. If you ever need anything, I'm right down the street.

Chef Chris

p.s. Can you believe I worked in the phrase "willy nilly?"

Holy Macarel

So everything is going to be OK now.....right?

I mean, Barack is Pres., Bush is out. Michelle's a hip first Lady, Biden hair transplant is still looking great...HAZZAH!!

Last night I went out to the bar to greet some guests and some of them were discussing the days events. The inauguration was impressive to say the least, a true historic event. I was choked up during the entire speech.

But that's where my opinion must end. You see, I am a business owner. I deal with the public. I have been and must remain impartial to any political view or stance. it's in the small business handbook. "Do not share political or religious views with customers or potential customers" Period. Makes sense right. Given how passionate folks are about their affiliation. It would be economical suicide to alienate myself from people who might want me to cook them a nice meal.

So there in the middle I stood. For 8 years. Always nodding, smiling, hand gesturing. Letting the customer rant while I place a plate of calamari in front of them. I knew my role and had no problem playing it.

Now, I don't want you to think that I am devoid of political opinion. Just the opposite. I have educated myself enough to pick a side. I have STRONG feelings about the issues. But they will remain inside, only to be discussed with my wife and certain close friends.

But...

Something happened last night. Something that changes the game a bit. One of the staunch conservatives that I visited at the bar last night told me something. He, and his wife, Are supporting Obama. Giving him every benefit of the doubt. Hoping that he succeeds in doing everything that he claims he will do. Because we need it. We...he said We... He didn't mean just he and his wife, he meant ALL of us. Democrats, republicans, independents, libertarians, agnostics....all of us. For sure he was right, We do need it. Everyone's in this boat together.

At that moment I felt like I could finally speak up. If these two people were willing to be open about change, maybe sharing my thoughts with folks wouldn't be such a bad thing anymore. Maybe things truly are changing. Well the time has come I thought. No more was I going to play the role f the diplomat. My head is heavy with thoughts and feelings about the presidency, the economy, the wars in Iraq and Afghanistan... I gathered my thoughts, threw my kitchen towel over my shoulder, planted my feet firmly and looked them straight in the eye and said, "did you guys enjoy your veal tonight?"

Thud.

I couldn't do it. The bottom line is I am a diplomat. I always have been. It really has nothing to do with being a business owner. I have always avoided confrontation. I've never enjoyed arguing. Maybe that's why I've been somewhat successful as an owner. I put out the fires instead of fueling them. I'm like the Captain Kirk of the restaurant biz. My job as a Chef/owner is to provide an experience wherein the guest feels totally comfortable. Remember the phrase, "the customer's always right?" Well, that's my job. To make them feel right.

Am I happy about our new President? Come to the restaurant, order a drink, let me cook you tonight's special, and we'll discuss it....

Saturday night Stars

The stars are my customers. I love them. I honestly do. And just like me and my father, I don't tell them often enough.

We were extremely busy at the restaurant tonight, typical for a Saturday night, and the mix of people that dined with us this evening was a joy to encounter. Well, not all of them were a joy, but you take the good with the bad. One table in particular truly made my night. Two couples, both in their mid forties. The ladies were kind and polite and gracious. the gentlemen were eaters. I LOVE eaters. The gentlemen ordered "Trust the Chef". That's where you put yourself in my hands and you let me decide what you are going to have for dinner. You can't edit the order...meaning give the server a list of things that you don't want. You have to completely hand over you palette to me.



So they did. And they loved it. They asked me to come out to the table, which I enjoy, and they personally thanked me. One of the gentlemen told me that while he was eating he paused to comment, "now THIS, is cooking." That statement alone summed up my entire existence as a Chef. All I want out of this volatile career is to be able to elicit a reaction like that out of someone I have just fed. I very humbly thanked him and his party. And told them all I can ask is please join us again.



I think they will.



So, I was happy tonight.

Happy to be cooking for sure. When I'm behind the line buried in orders and saute pans, running out of prepped food, 6 tickets behind, Floor manager yelling at me because we just ran out of salmon, fillet Mignon, and veal, calling my wife at home to get her to go to the all night supermarket for cannelinni beans (she loved that!), eyeglasses cover in splattered grease to the point where I cant read the orders and not one second to spare to clean them, food runner...and manager...taking the wrong dishes to the wrong table,... when I'm in the middle of all that...I'm happy. It's my world. It's where I feel most comfortable. Well, okay, where I am most comfortable is on the couch with Tracy under one arm and Eddie under the other. But absent of that the kitchen is my home.



Now I don't want you to think that I went the whole night blowing sunshine and roses out of my ass...I had some stressful moments. Strangely enough it had nothing to do with the list of foibles in he preceding paragraph. Two customer tonight refused to eat their dinner. The said it was "tough" and the couldn't even cut it. They both order grilled flat iron steak, which is slightly similar to London broil. A very nice cut of meat, no too expensive. I hate it when something leaves the kitchen that does not live up to someones expectations. I inspected the dish and although I disagreed with their opinion I realize it was their opinion and really that's the only thing that matters. The bottom line is I wanted to make them whatever they wanted to make sure they left happy. And I think they did. I just take it so personal when someone doesn't like something. It devastates me, even if only for a short moment. It's a insecurity issue. I cant remember a time when I was'nt insecure. I got over it quickly and finished the night. It's something that I continue to work on within myself. In this business you need to accept the fact that you WILL NOT please every person. It sounds logical right? It would be impossible. My mind isn't 100% around it yet...but I'm working on it.

And YES... Even those two people were stars. They chose to come and spend the evening with us tonight over any other restaurant and for that I am tremendously appreciative.

Wanna be a star? call 508 347 0100. Make a reservation. Sit, relax, drink, order a "trust the chef". i promise we will do our best to make you twinkle.

WOW, that was the goofiest line I ever wrote. "make you twinkle"...who talks like that.

See Ya
Chef Chris

Cold

Yes,... It's very cold outside. Everyone is talking about it. It's painfully cold. Bitter,Biting cold.
But here's the thing, we live in England and it gets this way every year. It's no different now than any other January. But each year certain people are freaked out by the drop in temperature like it is the first time they've experienced it. These are the same people that rush to the grocery store to bulk up on canned goods and bottles water each time there is a snow storm coming. I have a solution for these people...and anyone else feeling chilly this winter. Rovezzi's. Yes that's right, my restaurant.

I just read in our local newspaper than the town has set up a couple of "warming stations". These are places that folks can drop into to get out of the weather. The library is one, the senior center is another. Well, I am officially announcing that Rovezzi's Restaurant is offering its services as a warming station.

My restaurant will be a much more practical warming station due to the fact that you can eat and drink while you are here. Whether you desire a full blown 5 course dinner or just a cup of coffee and a biscotti. Come in, relax enjoy the warmth from not only our central heating system but from our staff as well. My philosophy is once someone enters my doors, they automatically become part of our extended family. Whether they choose to stay part of the family is up to them. The offer is there. To be waited on is such a wonderful feeling during the cold season especially when the servers actually ENJOY what they are doing.

So that's my message to you. If you live in or around our area (Sturbridge Ma.) please feel free to drop in. If I am here...and I'm always here...I will personally cook you something. You can even "special order". I don't mind. I take it as a challenge.

See you soon!

Juggernaut

That's what the National Restaurant Association is calling the Food and Beverage Industry. Apparently every dollar spent in a restaurant generates another $2 in spending in related industries. The industry represents 4% of the Gross National Product of the United States and employs 9% of the U.S. workforce. The forecast for 2009 shows that full service and quick service restaurant sales will increase an average of 3%. Not bad in a recession eh? My opinion is it all comes down to a few simple facts. (these are MY opinions and are backed by absolutely NO research whatsoever!)
1. There will always be a large segment of our population that does not want to cook at home.
2. There will always be a small segment of the population that is stubborn, and no news of a recession is going to keep them from enjoying their favorite meal at their favorite eatery.
3. Consumers...or humans...will always desire socialization. Basically, we want to hang out with other folks and forget our economic troubles for a couple of hours.

OK, one at a time.
Convenience. Given that allot of families today have both parents working, the last thing either one of them wants to do when they get home is prepare a meal for the household. A quick bite out or a family size take out order takes the burden off.

Stubbornness. My restaurant is located in a small New England Town. It snows...every year. And no matter what, a good number of my regular customers will jump in the SUV and brave the storm to come and have dinner. Basically, no stupid snowstorm is going to stop them! This is the attitude that they are taking with the economy. It's not going to stop them. I realize things are bad out there. People are losing jobs, and retirements, but Many of the folks in my town are still working...still collecting the same paycheck every week...and are still hungry.

Socialization. This is the most important one. For me anyway. It just so happens that my restaurant is a great place to meet. It's warm, comfortable, unpretentious. We are known for some of the finest food in the area and our staff immediately treats you as if you have been here before. We remember names, birthdays, favorite drinks, favorite desserts. The experience while dining is more important now more than ever. People may not be dining out as often, but when they do they want to make DAMN sure they receive a great experience at a value. They also want to go where everyone else is going. So...my staff and I work extremely hard to make sure we deliver great food, great service and comfortable atmosphere at a value. Value doesn't mean cheap or less expensive. It means that the customer feels they have received more than they actually paid for. My families philosophy has always been to exceed the customers expectations. We aren't perfect...but we're trying real friggin hard!

Having said all this, I dont want you to think that we restauratuers have it easy. We are faced with all the economic struggles that any business is facing. Rising costs of just about every item we purchase. Higher utility costs. Higher insurances. Higher taxes. This industry has always been unbelievably competitive. And above all that, every week there is another idiot planning to open a restaurant! I dont mean to sound harsh but I've seen it so many times. People who have NEVER been in the business before take their life savings and go for it. They think it's cool or glamorous. They think that all their friends and relatives will come and support them. they love to cook at home...and the nieghbors are always complimenting them on the dinner parties they throw, so why not? It's one of the reasons why banks HATE to lend money to restaurants. The failure rate is so high due to the fact that too many of these start-ups close within 6 months.

Ok, enough ranting. I'll probably write an article on here just dealing with that subject.

Anyway...Juggernaut, thats what we are...apparently. To tell te truth, I'm gonna have to look up the definition of the word. It sounds cool though doesnt it? Something big and powerful. I used to have a comic book with a character called The Juggernaut. He was this huge, musclebound figure with unstoppable power. He could run through concrete walls. Not sure if he could cook though, I'll have to research that.

Rumors

Well, I have FINALLY found out the source of the rumors. For those of you that dont know what I'm talking about, there has been a rumor floating around town that we will be closing our restaurant. Not only is this information not true, we have had a hell of a time trying to pin down the source.

The restaurant industry (as well as other industries) is going through some difficult times right now. This is obviously due to the consumers amount of disposable income each week. And while the gas prices ARE helping a bit...$1.99 in my town...People definately are not going out to eat as much as they used to. Having said that let me also tell you that we here at Rovezzi's are having an Excellent year. Our percentages have not gone down at all. Each month we either meet last years sales or we exceed them. Thats quite a feet in this economy. I attribute it to hard work, passion and an understanding of the desire of the customer to get the best experience they can when they do choose to go out.

This brings me to my original point. The source of the rumors. It turns out that it is an employee from a competing restaurant here in Sturbridge. Its a sad statement on what people will do to get ahead, but I guess lacking the passion and dedication that we have at Rovezzi's, this person feels the need to sabotage a competitors business.

So there you go. Nothing but a bitter, sad spineless little weasle that doesnt have the fortitude...or the balls...to g to work each day and provide his guests with the remarkable dinig experience that they deserve.

So, If you come across this rumor, please just smile, nod, and tell the person that you've gotten your in formation straight from the horses mouth and the rumor is ABSOLUTELY false.