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Last year, Josh Allen of Companion baking company concocted a program where 8 chefs collaborated with him to create 8 special breads that became the focus of 8 special items that were featured in their respective restaurants. Each signature item was available for a 6-week period; the signature bread was available at Companion’s retail locations and at grocery stores during the corresponding period. I discussed the program with Allen in a Q&A in the Oct 08 SLM.
The second annual chef’s “CollaBREADtive” kicks off this month with 8 new chefs and 8 new breads. Its official launch is this weekend, Sept. 12 and 13, at Art Outside, Schlafly’s alternative Art Fair in Maplewood. During the fair, each chef will make an appearance, demo their dish, and hand out samples of both the dish and the bread. The Fair schedule, a follow-up Q&A, and each chef’s signature item follows.
The CollaBREADtive program runs continuously through mid-August of next year. – George Mahe
At Art Outside: Saturday, September 12, 2009: 12:00 - 1:00 Zoe Robinson & Chef Ny Vongsaly from I Fratellini 1:00 - 2:00 Clara Moore from Local Harvest Cafe and Catering 2:00 - 3:00 Maurice Reed from Eclipse 3:00 - 4:00 Andy White from The Tap Room Sunday, September 13, 2009: 12:00 - 1:00 Carolyn Downs from Cyrano's & Boogaloo 1:00 - 2:00 David Guempel from Cafe Osage 2:00 - 3:00 Bill Cardwell from Cardwell's on the Plaza & BC's Kitchen 3:00 - 4:00 Vito and Michele Racanelli from Onesto
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What was the inspiration for this year’s whimsical poster? It’s almost impossible to assemble that many chefs for a photo shoot, but Ferguson & Katzman came up with a brilliant Wild West, carnival-esque idea for this year's collaborative where all the photos could be shot separately. In a mass photo—if you can even schedule it—someone will inevitably look bad.
Like any good piece of art, that one draws you in…
And if you look closely, it’s even pretty good at showing the personalities of those involved. We think it’s pretty striking. Remember, it has to last for a year's cycle...I think there's enough going on that it will do that.
Was recruiting the chefs harder or easier than in the inaugural year?
The chefs we recruited last year were all very strong...everyone in foodservice paid attention to it. Last year really pre-sold it. All the new chefs signed on immediately.
I see there are no repeated chefs…
Maybe we'll repeat in the fourth or fifth year. Right now, there are still more new chefs we’d like to involve.
How is the program different this year?
At the point-of-purchase, there’ll be an offer...so in the grocery store there’ll be an enticement of some kind--a free dessert, a free app--to get the shopper to also visit the restaurant. So this year the success will be more measurable. Nobody wants to discount, but we have to do something to measure this thing.
Do you have numbers from last year? Across all stores, we averaged 80,000 people per six week period…if you could get even 1% of them to visit the resturants, that’s 800 customers. Huge.
And…you might get people grocery shopping in Chesterfield to perhaps visit a place like Onesto. Exactly. This is a vehicle that can make that happen. It’s a different way—and not an expensive one--to market a restaurant in shaky times.
Were you happy with the original concept? Absolutely...a microproducer teaming up with local restaurants to collaborate on several unique dishes? I will always think that is a neat concept. And…we are doing a video this year, we are doing more advertising, the poster is a lot more fun and compelling than last year's, and we’ll be keeping better tabs in each of the restaurants.
What’s the story with Art Outside? All the chefs have agreed to appear for an hour to demo their dish. All the breads can be sampled that day as well, and then the breads won’t be available again until that chef’s rotation.
Top to bottom, the food items wildly different. Carolyn Downs’, not surprisingly, is a dessert-y item. Andy White’s [The Tap Room] will incorporate beer. Even the basic ones, like Clara Moore’s BLT, will be using bacon that she cured herself.
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CollaBREADtive Menu Items:
Sept 14-Oct 25: Maurice Reed (Eclipse) – Cornflake-Encrusted French Toast made with Sweet Potato Country Bread, served with Sweet Bourbon Syrup
Oct 26-Dec 6: Bill Cardwell (Cardwell’s & BC’s Kitchen) – Companion Bavarian Pretzel with Cranberry “Hog Wash” Glazed Pork Loin, Apple Slaw & Smoked Gouda
Dec 7-Jan 17: David Guempel (Café Osage) – Herb-Roasted Breast of Chicken with green mayonnaise on Lemon Kalamata Olive Rustic Bread
Jan 18-Feb 28: Zoe Robinson & Ny Vongsaly (I Fratellini) – Pappardelle with Rabbit Ragu and Brown Butter & Sage Ciabatta Breadcrumbs
Mar 1-Apr 11: Andy White (The Tap Room) - Grilled G&W Bratwurst on Toasted Pale Ale Peasant Bread
Apr 12-May 23: Carolyn Downs (Cyrano’s & Boogaloo) – Grilled Fresh Strawberry Pound Cake with Sweetened Mascarpone and Sun-Dried Strawberry Jam
May 24-July 4: Clara Moore (Local Harvest Cafe) – The Best BLT, made with Organic Whole Wheat Chive Ciabattini
July 5-Aug 15: Vito Racanelli (Onesto) – Panzanella Salad with Roasted Garlic Fougasse and Homegrown Tomatoes
