During the long, slow and oftentimes discouraging process of rebuilding our city in a post-Katrina world, certain places took special meaning. One of them was the Lakefront, or as the locals call it “West End”. Many great and iconic restaurants were swept away by the tidal surge and winds and so when restaurateurs began to make their way back in, I was excited to help with their new development projects.
While in a meeting with an investor and the co-owner/executive chef of one such redevelopment, I discovered an interesting selling point. After picking out Arcoroc/Cardinal’s Zenix dinnerware and talking a bit about the aesthetic of the new build our attention turned to flatware. It was then that I learned of their decision to use a cheap import for their eating utensils. This is a common problem we face in the field. So much energy and time and money is spent on the fixtures and build out that the owners tend to overlook the most critical aspect of their operation – what their paying customers will use as they eat.
The most intimate experience in dining is putting the food into your mouth and drinking from a glass. Why, then, would you skimp on these items?
Well, the entire tabletop was laid out in that meeting and I was told that they were not going to spend money on good 18/10 flatware. Looking to overcome their objection I asked a simple question: “Have you smelled this fork?”
Looking puzzled, the chef laughed and said, “What?! Smell it?”
“Yes, have you smelled it. It stinks!” I replied, knowing that inexpensive flatware has a strange odor due to the inferiority of the metal and alloy content. After a moment of hesitation he picked up the pieces and smelled them. “You’re right. They do stink! Like old money coins.”
I continued on, “Now when your customers come in on a Friday night with their wives and girlfriends and spend $28 on a flounder filet do you want them to eat on that? And when this has been in service for a few weeks? Look at this…(I easily bent the tines and yoke so that the fork looked more like a tree root bulb than a dining implement.) Is this what you want your patrons to use? A stinky bent up piece of metal? After all the time and energy you go into to make that fish look and taste right, surely you can use better flatware than this. Your food deserves it.”
A week later they bought Corby Hall’s York pattern.
Avoid the stink. Buy the right flatware.
Eddie Exposito is an co-owner and top dog sales rep at Factory Resource in their Louisiana territory, representing great tabletop lines such as Dudson, Corby Hall, Arcoroc/Cardinal, and Diversified Ceramics to customers of all types from fine-dining establishments, hotels and neighborhood eateries to major chain accounts, casinos and healthcare facilities. Eddie can be contacted at eddie@factoryresource.com
