Chef Scott Sunshine

First Classes

2010-08-03T06:10:00.001-04:00

Our first classes will fall into two types, SKILLS and PRACTICAL
The first skill will be on KNIVES
The first practical will be SHABBAT
Watch www.DifferentLevelKosher.com for more details

survey classes

2010-07-27T13:04:00.002-04:00

We will offer FREE survey classes highlighting various subjects that will be offered in the smaller classes.
These classes will be at Pearlstone, Beth Israel, Beth El, Etz Chaim and the JCC in Park Heights.

More Knives

2010-07-23T10:57:00.002-04:00

Do you have the big three? Chef, Offset Serrated and Paring? Do they fit comfortably into your hand? Do they have weight? Learn why these are important things to know.

A different culinary education

2010-07-19T07:10:00.002-04:00

www.DifferentLevelKosher.com presents elements of cooking and the skills important to make great food happen at every level. Watch the web site for details

Taste and Skill

2010-07-16T07:35:00.001-04:00

Do you wish to expand your Knife Skills and concept of flavor? Watch for classes at Kosher at a Different Level.

KADL, the school

2010-07-15T06:21:00.002-04:00

We will be offering FREE survey classes at several locations to give a "taste" of our classes for the fall. Watch Facebook and www.DiffererentLevelKosher.com

Kosher at a Different Level, the school

2010-06-27T17:04:00.002-04:00

Teaching on WUSA-TV 9

Please review the new page on www.DifferentLevelKosher.com
This highlights some of the courses we hope to offer.

If you wish to be added to the mailing list please fill out the contact sheet.

Buyer Beware!

2010-05-18T04:53:00.002-04:00

Whether actually purchasing goods or services remember that the perspective of the parties involved is often very different. I came across a recent example where a CL poster thought that Chef=Cook and even after being directed to many sites insisted that they were correct.
LISTEN! Ask questions to fill in all the blanks that you may have. Steping back and taking a few more minutes may save you time in the long run.

New Clients

2010-05-14T05:08:00.001-04:00

We are hopefully optomistic over two new prospects in Baltimore. We are also following threads to Brooklyn, NY and Hyannis, Mass and this morning recieved a unsolicitated communication from Gainsville, FL.

Me

2010-05-11T06:08:00.001-04:00

Thanks to all for good wishes for Eric being a grad and for me getting older. I go back on the food track this evening

Eric too!

2010-05-10T07:09:00.001-04:00

Eric and his friends did us all proud by graduating from Indiana University.
We did food for them on Friday night including a Barbeque and Onion Marinated Brisket of Beef, Honey Garlic Chicken, Spinach Salad with Mango and Papaya, Fennel Salad with Caramelized Fennel and Red Onions with Wrinkled Balsamic Grape Tomato, Tossed Salad with Raddiccco, Roasted Root Veggies, Sushi Salad and Cinnimon Roasted Pears

Eric

2010-05-07T05:02:00.001-04:00

I am back after a lengthy health related absence.
This weekend Eric graduates from IU. Congradulations we are proud of you.
Thank you to Nancy, Jeff, Yoni and all the family and friends that made this possible for Eric to start down his path of choice. We love you!

Happy New Year

2010-01-01T08:51:00.001-05:00

I wish you all a great 2010

WUSA-TV

2009-12-21T06:30:00.000-05:00

LANGSTON

2009-12-21T05:56:00.001-05:00

Today we search for a new Chef. Two good candidates. Watch for detail on the NEW YEAR'S EVE BASH.

LANGSTON

2009-12-17T06:15:00.001-05:00

LANGSTON AT 1831 BENNING ROAD, NE, DC, HOLIDAY PARTY SPONSORED BY REMY MARTIN 6-12 TONIGHT!

Ruben's Crepes

2009-12-16T06:30:00.001-05:00

Congrads to Ruben Romero of Ruben's Crepes for the certification of his new property at 1043 South Charles Street, near ther Cross Street Market, in Baltimore. Look for his web site, designed by us soon.

HACCP FOLLOW UP AND MORE

2009-12-15T05:18:00.001-05:00

Today Chaim and I are following up with Rebuen's Crepes at the Baltimore City Health Department, and then off to Philadelphia to cement our relationship with Klapholz's Catering of Elkins Park.
Yesterday Washington Mayor Adrian Fenty opened the Benning Road section in front of LANGSTON. Antonio and I were there to meet and greet the Mayor and Council and were mentioned several times in his remarks. We also provided backdrop as Mr. Fenty spoke. Film at 6 and 11.

LANGSTON

2009-12-14T04:53:00.001-05:00

Today the Mayor and City Council of Washington, DC reopen Benning Road, NE and will be visiting LANGSTON at 1831 Benning Road. Come join us for the event at NOON!

WUSA TV

2009-12-12T08:14:00.003-05:00

Some good images from the TV appearance, video to follow

WUSA

2009-12-11T05:59:00.001-05:00

THURSDAY morning with the morning team on Washington DC's channel 9 was a great sucess! Representing our new client LANGSTON Bar and Grille at 1831 Benning Road, NE. I did a couple of classic soul food dishes and presented them well. More to follow...

HACCP

2009-12-09T05:14:00.002-05:00

Thanks to the Folks from Solano's in 2650 West Patapsco Ave, Baltimore for recommending me to Rebuen's Crepes, formerly of the Baltimore Farmers' Market and soon to be at 1043 South Charles St, in Baltimore, for the construction of a HACCP plan, web site and PR/Marketing Plan.
Remember to watch TOMORROW morning in the 9am hour on WUSATV 9 in Washington to see me and Antonio Roberson of Langston with Howard Bernstein cooking some soul food classics.

TV

2009-12-08T07:19:00.002-05:00

Our new client
Langston Bar & Grille to Appear on WUSA 9

Langston Bar & Grille will appear on local channel WUSA 9 Thursday, December 10th during the morning show. Antonio Roberson and Chef Scott Sunshine are schedule to perform a cooking demonstration during the food segment Thursday. We will prepare two of our most loved dishes on air.

Our Annual Holiday Party is December 17. Sponsored by Remy Martin 1738

Langston Bar & Grille
1831 Benning Road, NE WDC 20002
202-397-3637
www.langstonbar.com

Operational Consulting

2009-12-04T09:26:00.003-05:00

It is always interesting to see new twists on kitchen design. The one I am working with currently gets food to the service level by dumbwaiter. Unfortunately the kitchen has a line design that does not key into the dumbwaiter launch point and of course the hood system is in place. Small changes on the first night made things a little better, more to follow.
The Yale retainer started yesterday with one short phone call. I am sure as things develop more information will be forthcoming.

HACCP

2009-12-03T07:24:00.003-05:00

We do HACCP Plans. This plan is one of the most important tools that health departments use to track the flow of food production. HazardAnalysisCriticalControlpoint track time and temerapture from recpit of product to service.
This service is done on at a hourly rate and usally takes not more then 48 hours to turn around.

YALE

2009-12-03T07:03:00.002-05:00

I have been retained by the YALE University Hillel at the Joseph Slifka Center in New Haven.
The changes they are planning include fiscal controls, menu and recipe design and staff training.
Thank you to Rabbis Jim and Lina and Chefs Tim and Adam for givng me this great opportuning.

A Good Day

2009-12-01T23:20:00.003-05:00

Thanks to Antonio at LANGSTON'S BAR AND GRILLE at 1831 Benning Road, NE
Washington, DC for becoming my newest client. Langston features real
down home SOUL FOOD!
We are working on making the kitchen a more workable environment and
some consistency issues in the food production.
This place really cooks.

Red Shutter Inn

2009-11-29T07:54:00.003-05:00

Another GREAT weekend at the Red Shutter Inn
in Wilmington, VT
Lew, Rachael and John continue to add to this
property right on the west side of town.
The dinning room is cozy and the food is
wonderful. Thanksgiving featured table side
carving of birds with incredible desserts
by Rachel and the new Sous Chef Stanton.
Prime Rib, from local VT Black Watch Farms,
was to die for. And I helped.
Please tell your friends about this blog and
my services. Hope to hear from you.

Spice up your Turkey

2009-11-25T07:04:00.002-05:00

Using this Mole will spice up your life and if done well will hold for quite a while in a tightly sealed container.

Mole Poblano

Ingredients

Makes 9 cups.
9 mulato chilies
7 pasilla chilies
6 ancho chilies
1 cup plus 9 tablespoons vegetable oil plus additional as needed
4 or 5 tomatillos, husked and cooked until soft
5 whole cloves
20 whole black peppercorns
1-inch piece of a Mexican cinnamon stick
1 tablespoon seeds from the chilies, toasted
1/2 teaspoon anise seeds, toasted
1/4 teaspoon coriander seeds, toasted
8 tablespoons sesame seeds, toasted
4 garlic cloves, roasted
3 tablespoons raisins
20 whole almonds, blanched
1/4 cup pumpkin seeds
2 corn tortillas, torn into pieces
3 stale French rolls, cut into 1-inch slices
6 to 7 cups intense vegetable stock, as needed
1 1/2 ounces Mexican chocolate, chopped

Preparation
Clean the chilies by removing stems, veins, and seeds; reserve 1 tablespoon of the seeds. Heat 1/2 cup of the oil in a heavy skillet until it shimmers. Fry the chilies until crisp, about 10 to 15 seconds, turning once; make sure they do not burn. Drain on paper towels. Put the chilies in a nonreactive bowl, cover with hot water, and set aside for 30 minutes. Drain the chilies, reserving the soaking water. Puree the chilies in a blender with enough of the soaking water to make a smooth paste. It may be necessary to scrape down the sides and blend several times to obtain a smooth paste. In a heavy Dutch oven heat an additional 1/2 cup oil over medium heat and add the Chile puree (be careful — it will splatter). Cook for about 15 minutes, stirring often. Remove from heat and set aside. Puree the tomatillos in a blender. In a coffee or spice grinder, grind the cloves, peppercorns, cinnamon, and toasted seeds. Add the seed mixture and the garlic to the pureed tomatillos and blend until smooth. Set aside.
Heat 6 tablespoons of the oil in a heavy frying pan. Fry each of the following ingredients and then remove with a slotted spoon: the raisins until they puff up; the almonds to a golden brown; the pumpkin seeds until they pop. If necessary, add enough oil to make 4 tablespoons and fry the tortilla pieces and bread slices until golden brown, about 15 seconds per side; remove from the skillet with a slotted spoon. Add raisins, almonds, pumpkins seeds, tortillas, and bread to the tomatillo puree and blend, using 1 to 2 cups of the reserved chicken broth, as needed, to make a smooth sauce. This may have to be done in batches. In a heavy Dutch oven, heat 3 tablespoons of the oil over medium heat. Add the Chile puree, the tomatillo puree, and the Mexican chocolate (be careful — it will splatter). Cook over medium heat for about 15 minutes, stirring often. Add the remaining 5 cups of chicken broth, cook over low heat for an additional 45 minutes, stirring often enough to prevent the mixture from scorching on the bottom

HACCP

2009-11-22T16:10:00.002-05:00

Thank you to Solano's Carry-out in 2650 West Patapsco Ave,
Baltimore for allowing me to do their HACCP plan.
Should you have similar need I can turn almost any size
program over in 48 hours.

Services offered

2009-11-20T06:46:00.005-05:00

For those of you that may be interested...
Many localities now require recipes and a HACCP plan
for license. HACCP is Hazard Analysis, Critical Control Point.
This is a system that tracks the flow of a product from
the arrival of products to service. It involves time, temp,
and sanitation.
We prepare plans for institutions of all sizes.

Chicken Shiraz(M)

2009-11-19T08:14:00.003-05:00

This recipe has appeared in Kosher for the Clueless, but Curious by Shimon Apisdorf.

1 14-ounce chicken broth
1 ounce dried porcini mushrooms*
1 teaspoon olive oil
4 large chicken breast halves with skin and bones (about 4 pounds), each cut crosswise in half
3 chicken thighs with skin and bones
3 chicken drumsticks with skin and bones
6 whole shallots
10 ounces crimini (baby bella) mushrooms, halved
1/3 cup chopped shallots
2 teaspoons chopped fresh thyme
2 garlic cloves, chopped
1/4 cup all purpose flour
2 cups Shiraz or other hearty dry red wine
Chopped fresh Italian parsley

Preheat oven to 300°F. Bring broth and porcini mushrooms to boil in small saucepan. Remove from heat and let stand at room temperature until mushrooms soften, about 25 minutes. Using slotted spoon, transfer mushrooms to cutting board and chop coarsely. Pour mushroom broth into medium bowl, leaving sediment behind. Reserve broth.
Meanwhile, heat oil in heavy large ovenproof pot over medium heat. Sprinkle all chicken pieces with salt and pepper. Working in batches, add chicken to pot and cook over medium-high heat until lightly browned, about 5 minutes per side. Transfer chicken to platter.
Pour off all but 3 tablespoons drippings from pot. Add whole shallots to pot. Cook until lightly browned, about 2 minutes per side. Add crimini mushrooms. Cook until mushrooms begin to brown, stirring frequently, about 6 minutes. Stir in chopped shallots, thyme, garlic, and reserved porcini mushrooms; cook until chopped shallots are soft, about 2 minutes. Stir flour into shallot mixture and continue stirring 1 minute. Stir in wine, and reserved mushroom broth. Add chicken thighs and drumsticks to pot. Bring to boil. Cover pot and transfer to oven. Bake 25 minutes. Add chicken breasts to pot. Cover and bake until all chicken is cooked through, about 45 minutes longer. Using slotted spoon, transfer chicken to platter; tent with foil to keep warm.
Boil sauce in pot until slightly thickened, about 5 minutes. Pour sauce over chicken on platter, sprinkle with parsley, and serve

Really Cool

2009-11-19T08:05:00.002-05:00

Yesterday we got our first inquiry through the web site. We also got a direct call and a follow up request from Kosherfest. Also the proposal to Yale Hillel is at the second stage. Things may be looking up. We have also firmed up a relationship
with Klapholz in Philly for production support as well as marketing to camps and other organizations that might use the modular food system.
Thanks to all for your support.

Weekend

2009-11-16T12:26:00.003-05:00

Had a great weekend at the Red Shutter Inn in Wilmington, VT
Just 20 miles from Brattleboro and RT 91 and just north of the
MASS line.
This place has a great, warm, inviting feel and
the hosts, Lew, Rachel and John have just taken over.
The go out of their way to make you feel at home.

This week

2009-11-12T09:41:00.003-05:00

Interesting conversations this week
in Newark DE, Phill PA, New Haven CT
Wilmington VT and Framingham MA.
Potential consulting and job opportunities
in each locale.
More to follow.

Nice, Easy and very tasty

2009-11-10T06:30:00.005-05:00

Double Cut Lamb Chops, Israeli Cous Cous and Sauteed Fennel(M)
Season Lamb with Cracked Black Pepper, Kosher Salt and Fresh Garlic, sear
Prepare Cous Cous with Vegetable Stock
Sautee Fennel until soft and slightly brown.
Finish Lamb in very hot oven.
Sauce with Red wine reduction with mushrooms and shallots

Another Basic

2009-11-08T10:18:00.002-05:00

Fresh Egg Pasta (V)
Ingredients

2 3/4 cups soft wheat flour or fine semolina flour
you may use more if the flour or atmoshpere is not very dry
4 large eggs

Preparation

Making dough:
You may make this by hand by mounding the flour in the center of a cool dry work surface. Make a well in the middle of the flour and add beaten eggs to the mound. Working from the outside of the mound to the inside, incorporate all the egg into the flour and then knead until smooth. You may also use a food processor. Place flour in processor. Add eggs. Using on/off turns, blend until clumps of moist dough form (do not process into ball). Turn dough out onto lightly floured work surface; shape into ball. Knead until smooth, sprinkling lightly with flour if sticking, about 3 minutes. With either method, wrap in plastic and let rest at room temperature at least 20 minutes and up to 2 hours.

Rolling dough into sheets:
Cut dough into 8 equal pieces. Cover with plastic wrap. Again you may work the dough by hand using a rolling pin or with a machine. With the machine, set it to widest setting. Flatten 1 dough piece into rectangle; run through machine. Fold in half crosswise (end to end) and run through again. Continue, adjusting machine to narrower settings after every 2 passes and dusting with flour as needed to keep from sticking, until pasta sheet is 22 inches long (scant 1/16 inch thick). Place sheet on lightly floured work surface; cover with plastic. Repeat with remaining pasta pieces. If you work the dough by hand use a similar method with the pin replacing the machine.

Cutting dough into strands:
Uncover sheets and let stand until slightly dry but still pliable, about 20 minutes. Again by hand use a ruler to set your scale for cutting. Fit machine with appropriate cutter and run sheets through, cutting into tagliolini (1/8 inch wide), tagliatelle (1/4 inch wide), fettuccine (1/2 inch wide), or pappardelle (3/4 inch wide) and dusting with flour to keep from sticking. Cut strands crosswise into desired lengths. Using floured hands, toss strands to separate; spread out on towels. You may also leave the sheets whole for lasagna or manicotti or cut into squares for tortellini or ravioli.
Cook pasta in pot of boiling salted water. The water should taste like sea water, until just tender, stirring occasionally, 3 to 5 minutes. Drain. Fresh pasta cools quickly so be prepared to use it immediately.

Recipe Series

2009-11-07T12:28:00.005-05:00

Today we start a basic recipe series.
These will be building block recipes that may have a variety of uses. They are simple and very useful. This one is for Pomodoro, a chunky tomato-based gravy.

Pomodoro Sauce (V)
• 2 tsp olive oil
• 2 cloves garlic, peeled and minced
• 1 small onion, roughly chopped
• 3 tbsp tomato paste
• 1 can (28 oz) diced plum tomatoes
• fresh oregano
• fresh basil, chiffonade
• 1/2 tsp red pepper flakes
Preparation
Heat oil in deep sauce pan; add one clove of garlic brown slightly,
Add onion sauté until translucent, add tomato paste and pepper flakes
Sauté until combined, add chopped tomato and rest of garlic, simmer
15 minutes add herbs, turn off heat allow to meld, 3-5 minutes, season to taste.

This sauce should be chunky so that it will give texture to simple pasta
Or body to items such as lasagna or parmesan.

Today's Work

2009-11-05T16:25:00.002-05:00

Cinnamon Roasted Pears with Saga Blue and Candied Walnuts

Lamb Chops, Israeli Cous Cous and Fennel

Grilled Pineapple and Field Green Salad

Thanksgiving 2009

2009-11-04T15:20:00.002-05:00

Here are the offerings

THANKSGIVING 2009

Menu by Chef Scott Sunshine
From ¬Kosher for the Clueless but Curious

The Whole Package
Serves 8-10
Choice of Soup, Salad, Vegetable and Starch
From the lists below
Whole Turkey,
sliced and returned to the frame
Savory Cornbread Stuffing
Cranberry Sauce
$185

Or build your own

STARTERS
Chopped Liver
Veggie Chopped “Liver”
Gefilte Fish

SOUPS
Roasted Chicken Soup with carrots, celery and onion
Butternut Squash
Potato Leek
Matzah Balls

SALADS
Field Green Salad with mixed Berries and Almonds
Artichoke and marinated White Bean with Tomato Wedges
Tomato, Cucumber and Onion Salad
Boston Bibb with Heirloom Tomato, Cucumber and Confetti Peppers

Dressings

VEGETABLES
String Beans Almandine
Broccoli with Roasted Elephant Garlic
Roasted Asparagus
Balsamic Roasted Roma Tomato Wedges
Roasted Seasonal Vegetables
Roasted Marinated Red and Gold Beets

STARCHES
Twice Baked Potato
Beet and Coriander Pancakes
Sweet Potato Pancakes
Red Bliss Potato Latkes
Smashed Garlic Yukon Gold Potato
Rosemary Roasted Potato
Long Grain and Wild Rice
Quinoa Pilaf
KUGEL
Sweet Luxon Kugel with Dried Cranberries
Savory Luxon Kugel with Fine Herbs
Traditional Potato Kugel
Sweet Potato Kugel

VEGETARIAN
Vegetable Napoleon
With Portabella Mushrooms, Zucchini, Eggplant, Onion and Tomato
Vegetable Lasagna
Fresh Pasta, Carrots, Zucchini, Eggplant, Pomadoro with Tofu
Vegetable Risotto
With Roasted Vegetables and White Wine

ENTREES
Beef, Chicken, Salmon or Vegetable Wellington
Chicken Picatta
Garlic Rosemary Chicken
Herbed Roasted Whole Chicken
Chicken Roulade with Red Pepper Coulis
Honey Balsamic Duck Breast
Duck Leg Confit
Roasted Honeyed Turkey Breast
Turkey Breast Roulade with Roasted Vegetable
Herb Encrusted Rib Eye of Beef
Roasted Brisket of Beef
Glazed Corn Beef Brisket
Pot Au Feu (Pot Roast)
Ancho Coffee Braised Short Ribs of Beef
Lamb Stew
Bison Chili
Whole Poached Salmon
Herb Seared Salmon
Panko Crusted Snapper
Sea Bass Pistou

Order at www.differentlevelkosher.com or at 443-388-6574

Symbols

2009-11-01T12:35:00.002-05:00

Each recipe I feature will have any of the following symbols
V=Vegetarian
M=Meat
D=Dairy
NK=NOT kosher

C=May be multiplied for commercial yeilds

Hearty for the fall

2009-11-01T11:32:00.002-05:00

ROOT VEGETABLE RAGOUT (V)

1/2 pound pearl onions (about 1 cup)
1 medium turnip
1 medium Yukon Gold or other yellow-fleshed potato
2 medium carrots
2 medium parsnips
2 teaspoons vegetable oil
2 tablespoons Extra Virgin Olive Oil
1/2 cup veggie stock (4 fluid ounces)
Garnish: chopped fresh flat-leafed parsley leaves and blanched grated lemon zest

have ready a bowl of ice and cold water. Cook onions in boiling water 3 minutes and drain in a colander. Transfer onions to ice water to stop cooking. When onions are cool enough to handle, peel and reserve. Preheat oven to 425°F.
Peel remaining vegetables and cut enough into 1/2-inch cubes to measure 3/4 cup each. In a shallow roasting pan toss vegetables (except onions) with oil and roast in middle of oven until tender and golden, about 20 minutes.
In large skillet heat EVO over moderate heat and cook onions, stirring, until tender and pale golden. Add roasted vegetables, stock, and salt and pepper to taste and simmer until stock is slightly thickened and coats vegetables, about 2 minutes.
Serve ragout garnished with parsley and zest.

Follow up

2009-10-31T10:51:00.004-04:00

I will be adding more KOSHER content to this blog. The recipies posted thus far have been kosher. The new postings will follow that thread. You may not even realize that they are kosher, which is the point. GREAT FOOD that happens to be Kosher.

What a great new day.

2009-10-29T08:14:00.003-04:00

Thanks to all those who came to hear me speak and visited me at Kosherfest.
I will be in touch with all of you very soon.

Just a note about professional shows. I believe that there is no end
to education, professional or otherwise. If you gleen only ONE thing
from your days at a show, you have one more then the day before and
that may make the difference in your business.

Read everything, listen to everyone you may find the ONE thing
that takes you to a different level. My friend Bill Marvin,
The Restaurant Doctor, asks everyday, "What did you learn from
your staff today." Not a bad piece of advice. www.Restaurantdoctor.com

Kosherfest day two

2009-10-28T20:55:00.002-04:00

I had some time this morning to meet and greet other exhibitors. I believe that I reached my goal of 50 contacts.

I did not find much in the way of new and exciting products but the show was better than last year.

Today I was one of four judges for the sandwich competition. The sandwiches interesting and very, very different from each other. The winner from UCafe in NY was a tarragon chicken salad with smoke salmon on brioche with a plate pained with tapenade and basil oil. The others included a sammie with smoked bison and chopped liver and one with a corned beef and salmon hash. All interesting and worthy of fame in their own right.

I will be in touch with all contacts in the next day or so.

Kosherfest

2009-10-27T18:22:00.002-04:00

What a day! 0330 rise 3 hour trip in the rain but..
A great placement in the New Product Area at Kosherfest
A good, attentive attendance for my talk and then
TRAFFIC, steady interested traffic from noon until 4:30.
30 people to contact
Thank you all very much.

Build the Buzz

2009-10-26T07:15:00.001-04:00

Word-of-Mouth Marketing:
How to Build Customer Buzz on Your Product

Somewhere, way off the beaten track, there exists a company that has never run an ad, never issued a news release, doesn't have a web site, has never sent a newsletter. The self-satisfied owner of this company dismisses marketing as an unnecessary expense since he claims his product thrives solely on word-of-mouth marketing.
The implication is that marketing is for chumps -- build a better product and the world will beat a path to your door.
So if word-of-mouth marketing doesn't mean "no marketing," what does it mean? Simply stated word-of-mouth marketing means that one person recommends a product or service to someone else, typically a friend or associate.

Studies show that people talk about products and services in 14 to 27% of their conversations. People talk about products and services so often because they like to give friends the benefit of their experience -- good or bad.

Buzz Builder

A recommendation doesn't necessarily mean, you must eat this, but it's about one customer finding something intriguing, worthwhile, valuable, noteworthy, amusing or interesting about your product. "Let's give them something to talk about," and giving your customers something to talk about is the seed of word-of-mouth marketing.
Word-of-mouth marketing makes common sense. We've all seen it happen with a fad or a news story. Marketers call this "buzz" -- when everyone seems to be talking about a new movie, book or piece of celebrity gossip.
How information is passed from friend to friend is easily understood -- think of neighbors talking across the back fence -- the concept has scientific basis as well. In 1967, Stanley Milgram, a sociologist, developed the proposition called the "Small World Phenomenon." Milgram set up an experiment with a goal to hand-deliver a small package from one person to another. The sender and receiver did not know each other, and they lived in different locations. To get delivered, the package had to be handed through an intermediary chain of people. These "Small World Phenomenon" experiments found that a chain of six people, at most, connect every person in the United States.

That's how the "six degrees of separation" concept came into being. For a food producer, the community you want to affect is even smaller so you can imagine how customers you could reach through the satisfied experience of just one.

Six Degrees of Separation

It is said that everyone knows at least 250 people -- and some know up to 3,000 people. If you have 250 customers who also know 250 people, then you can potentially reach 64,000 people. Of course there is going to be overlap within the confines of one trading area, but the numbers are impressive. Everything is in your reach. There is always another person to contact.

Commercial E-mail vs. Word of Mouth

The main reason generating positive word of mouth is crucial is that messages received through word-of-mouth channels are trusted. For example, if you are afraid to go to the dentist, the recommendation of another fearful patient is far more convincing than a dentist's ad.
What's more, consumers feel bombarded with marketing messages through television, radio, magazines, newspapers, billboards as well as some of the more imaginative places marketers have found to put messages such as the reverse side of event tickets, inside restroom stalls, or on envelope stuffers that accompany most invoices. There are always the omnipresent sponsor logos during any sporting event in the form of signage or a logo on a player's uniform.

The growth of the Internet has compounded the feeling consumers have that they are being assailed at every turn with commercial content. In the year 2000 the average consumer received 400 commercial e-mails a year. By last year, the number of commercial e-mails receives was 1,600 and growing. But it's not just the Internet that is creating marketing overload. One estimate put the average number of marketing messages received on an average day 20 years ago at 300. Today, it's 10 times that much -- 3,000 separate marketing messages. That equates to more than a million marketing messages that an average person sees. Is it any wonder that your occasional print ad doesn't yield the results you want?

How Much Marketing is too much?

DMA research indicates that this barrage of marketing has left consumers feeling put upon. So how much is too much? Nearly two-thirds of consumers feel constantly bombarded with marketing and advertising. When consumers feel bombarded, they shut down. Consumers can avoid marketing messages actively by grabbing the remote control and channel surfing during commercials. Remember how the television version of Charlie Brown and his friends in Peanuts would only hear the teacher's voice as "wah-wah-wah-wah?" That's how many consumers respond to excess marketing messages. Consider a person waking and the marketing messages that come their way, from commercials on the clock radio to marketing messages on toothpaste, breakfast cereal, even a coffee cup. Most likely the person hears more commercials on the car radio on the way to work along with billboards, signage and ads on bus stop benches. You arrive at work and, around the water cooler, hear, "I ate the best new food last night." You don’t hear that as a commercial marketing message, but it is. Of course, you respond, "Really? Where?" And then you get an authentic, friendly, credible commercial for a restaurant in which the recipient is giving 100 percent of his attention. That's the power of word of mouth.

The foundation for any successful word-of-mouth marketing campaign is that you must supply your consumer with a positive experience. No one is going to volunteer information about a plain baked potato, ho-hum service or an average piece of pizza. Before positive word of mouth is generated, you must have a high-quality product. Listen to this customer: "The food was beyond fantastic. The crab fritters are the best thing that I've ever tasted ... period. The duck was incredible, mouth-watering, and well worth the price." Or this one: "I ended up spending more than I did on my first car, but thought it was worth every penny." This last comment reiterates the power of word of mouth. The source is an everyday person, with whom others identify, making a very honest statement. The combination of honesty and enthusiasm is a strong one.

Selling Airplanes, Filling Seats

In 1963, Bill Lear invented the Learjet, the first mass-produced business jet. At the time, Lear said, "I want every pilot in the world to be a Learjet salesman." He didn't mean that literally, of course, but he was tapping into the power of word of mouth. He knew pilots talked to each other. He knew that friends and colleagues would ask pilots their opinion of this new airplane. He wanted pilots to be armed with the information they needed to talk knowledgeably about his new airplane, how fast the airplane flew, how much it cost, how many passengers it could seat. If Lear limited his marketing efforts to only those company officers who were the decision makers for an aircraft purchase, he never would have had a successful new airplane introduction. By running multipage ads in aviation magazines, he was able to create thousands of Learjet "salesmen." His efforts were so successful that, now, more than 40 years later, despite all the other companies that manufacture corporate jets, Learjet is still synonymous with "business jet."

Give Them Something to Talk About

Giving them information is really the first step in getting people to talk about your product or restaurant. You must have something worth talking about. For example the entire restaurant experience is frequently talked about; it is more likely that a consumer will comment on a detail of your restaurant. While it is definitely to your advantage to create elements and products that are unique to your operation, it is also important to create points of difference in those items you know that every one offers.

Identifying Opinion Leaders

Part of enacting a word-of-mouth marketing program is to realize that all talkers are not created equal. Some people's opinion carries more weight than others. That's why toothpaste manufacturers quote dentists' opinions when it comes to the best toothpaste. You must identify people in your community who are opinion leaders. The opinion leaders may be rabbis, business owners, corporate executives, doctors, the Rotary Club president, or the high school principal. The opinions of these individuals carry more weight than the average Joe. It's the same theory for why so many companies use celebrities as spokespeople. These companies know that many people look up to these celebrities and believe in them. You may not be able to afford Paris Hilton or Tom Cruise to vouch for your product, but identifying opinion leaders and inviting them to your restaurant (or alerting them to your existence) and telling them a little about your operation shows clearly how word of mouth doesn't magically happen by itself. You still have to drive people to your product. When you send out a letter or a brochure with a note to these opinion leaders, you are planting seeds.

Word of Mouth Complements Your Marketing

A fantastic byproduct of generating positive word of mouth is that you will know exactly what customers love most about your product. When you listen to customers, they may tell your story far better than you can. You can take their comments, with their permission, you can make
them into copy for your promotional materials. Positive comments from your customers can also be turned, with their permission, into testimonials to use on your Web site or ads. Testimonials continue to be a powerful marketing tool as the comments have built-in credibility when a customer thinks the person giving the testimonial is "just like me."

Engage Your Staff

To help generate word of mouth, your staff must reinforce customer comments. If a customer says to the server, "We love your fried chicken," don't stop there...” The server needs details, what about your fried chicken sets it apart. Once you have a word-of-mouth program up and running, you may want to share stories of what has worked it’s the human factors that will make a word-of-mouth marketing program successful. "The qualities in your staff that bear on the success of your word-of-mouth program are sincerity, enthusiasm and naturalness." In other words, forget about scripts.

Kosher at a Different Level provides full-service consulting services to the Restaurant and Hospitality industries. The firm offers a full menu of advisory services focusing on every aspect of the life-cycle of restaurants and other hospitality organizations, from pre-opening and conceptual planning, to day-to-day operations, as well as design and brokerage. We operate primarily in the kosher market but do have significant experience in the broader, non-kosher world. The Principal of KADL is Chef Scott Sunshine. Chef Sunshine is CFBE, ServSafe, TIPS and HACCP certified. He has owned and operated four successful restaurants and has been a Chef and Food & Beverage Director in a variety of hotels. Chef Sunshine has also done both large and small scale catering on and off-site in the kosher and non-kosher world. He has also been featured in Shimon Apisdorf’s Kosher for the Clueless but Curious, Leviathan Press, 2006, has spoken at the NY Restaurant and Foodservice show and has appeared on TV and radio. You may contact him at chef@differentlevelkosher.com.

PR vs. Advertising

2009-10-25T12:23:00.003-04:00

Public Relations vs. Advertising

If a picture is worth a thousand words, an article is worth a thousand ads.

”Advertising you pay for, Public Relations (PR) you pray for." Though the adage is an old one, it is especially true today. People often confuse PR with advertising, but the two are dramatically different. Simply put, advertising places ads while PR places news. Both are designed to elevate consumers' interest in product or service. Both often use the same media -- print, radio and television and the Internet. This is where the similarities end.

PR Builds Credibility, Advertising Breeds Skepticism

The late entertainer Will Rogers once said, "All I know is just what I read in the papers." PR generates news coverage, and news coverage builds credibility. The objective of PR is to tell your story through third-party outlets, primarily the media. People believe what they read in newspapers and magazines, what they hear on the radio and what they see on television, whereas they are skeptical of what they see in an advertisement. Many advertising campaigns are mathematical successes and marketing failures. Advertisers may reach their intended mass audience with enough frequency and still not increase sales of their product or service. The emphasis of PR is not on reach or frequency, but the credentials of the medium and the quality of the placement. A published article or a broadcast story on radio and television is more credible than the most well placed advertisement.

Credibility is critical. Consumers will trust a feature in Car & Driver or Consumer Reports describing why the Ford Taurus is the best in its class, more than they will with a slick advertisement from Ford claiming that it stands above the competition. Volvo didn't gain its reputation of safety through advertising. Instead, it gained consumer trust through publicity from stories like its invention of the three-point lap-and-shoulder safety belt. In an attempt to fool readers, some companies even attempt to write advertisements that are designed to look like features.

These are known as advertorials. Publications, however, make sure readers are aware the advertorial is a paid advertisement.

Is Not Intrusive

In one of Aesop's fables, the sun and the wind disagree about who is the stronger of the two. They see a man walking down the road, so they decided to settle the dispute by seeing who could make him take off his coat. The wind took its turn first. The harder the wind blew, the more closely the man wrapped his coat around him. The sun then began to shine, and it wasn't long before the man felt the sun's warmth and removed his coat. Like the wind in Aesop's fable, advertising is often perceived as an imposition. The harder the sell the harder the prospect resists the sales message. Public relations are like the sun. It leads to action and produces results subtly by presenting its message through an objective third party -- the media.

PR Is Cost-Effective, Advertising is Costly

Some business executives have the wrong impression that, because it appears on television or in a slick, glossy magazine, history has shown that an advertisement that has entertainment value may not be worth the expense. It doesn't move consumers to purchase the product. People enjoyed the Pets.com sock puppet, but apparently not enough to purchase their pet products online. David Leisure was funny as Joe Isuzu, but his comedic advertisements did not cause a rush at Isuzu dealerships. It would be difficult to find an executive who would prefer seeing his company's ads on TV instead of a news feature in Forbes or Fortune. The article builds credibility, positions the company as an industry leader and generates awareness without costing a penny.

Some people believe that the higher the price, the greater the value. In the case of advertising, figures indicate companies pay Rolex prices for Timex value. Brands are best built with a long-term public relations plan, not a short-term advertising blitz.

PR's Life Span Is Longer Than Advertising

To the typical consumer, an ad is like a butterfly. Its life span is short-lived. This isn't the case with PR. A well-placed story can reap benefits for an extended period. The fundamental PR strategy is to place a story in one publication and move it up the ladder to another magazine or newspaper, or transfer it to another medium such as radio or television. A story can also be sent down the ladder. For example, an article in the Wall Street Journal often later appears in smaller publications, further enhancing the story's effectiveness. When determining whether to spend your marketing budget on public relations or advertising, --weigh the importance of credibility, cost-effectiveness and a positive corporate image. Though your public relations campaign may not be as expansive, the figures show that in the eyes and minds of consumers, what they see and read in the media is more impactful and viable than what they see and read in advertisements -- making the phrase, "Advertising you pay for, public relations you pray for," fact and not just an old adage. High-volume restaurants, chain restaurants and leading supplier companies looking for cost-effective marketing should first consider PR as a tool. Effective PR can create record sales for your company and often for less than the cost of a single newspaper ad or billboard. If PR isn't currently part of your marketing mix, strongly consider appropriating 15% - 30% of your total promotional budget on an effective PR campaign. You'll find both short-term and long-term gains from this approach that will have a positive cumulative impact far greater than traditional advertising approaches.

let us show you how at www.differentlevelkosher.com

What a beautiful day

2009-10-22T08:55:00.007-04:00

I must send out my thanks to my friends and advisors Shimon Apisdorf,
Eric Sunshine, Marlene Kirshenbaum, Steve Dembo and Amy Silberman.
With their help I am ready to roll at KosherFest and events following.

You can visit Steve and the chef in the new products area next Tuesday and Wed in the Meadowlands.

If all goes well we will be able to generate buzz for Shimon's books and our services. You can view more information on
Kosher for the Clueless but Curious
at www.artscroll.com and search for the title and then open to view pages.

Kosherfest is a week away

2009-10-20T08:46:00.004-04:00

We are just about ready for KosherFest.
The marketing materials for Kosher at a Different Level
are almost complete and the site is up at http://www.differentlevelkosher.com/.

We hope to entice exhibitors to allow us to be their
Corporate Chef. By this we mean we hope to have
producers subscribe to a recipe development service
where by we would provide recipes show casing the
product for the consumer.
We would like distributors to allow us to create
recipes for several of the products they carry
for the restaurant, caterer or retail outlet.

New WEB SITE

2009-10-19T11:36:00.002-04:00

Please take a look at our brand new site at www.differentlevelkosher.com

Sunday in the house

2009-10-18T17:18:00.002-04:00

Yet another rainy day. it did clear as it looked like the Ravens
were going to win, but no soap. Giants creamed by the Saints.

I am organizing the marketing plan for KADL and should have a site up
this week www.DifferentLevelKosher.com

Any suggestions on a hook to entice the radio and TV producers to
work with me.

What a day!

2009-10-17T17:46:00.002-04:00

Yet another rainy day.
It has been constructive though. I have completed most
of the materials that we will need for KosherFest.

We hope to sign about 30 clients for a recipe building service
with a cross marketing e-newletter and 2 or 3 for
full line consulting services.

In the kitchen today
Short Ribs with Lentils
Ground Beef and Turkey Pasta Sauce
Turkey and Beef Burgers

Take at look at this pair, Beef and Sea Bass

Interesting day

2009-10-16T21:40:00.003-04:00

This is a hot Port Simmered Chicken Sandwich served on a crusty baguette.
The intention for most of the recipes that will be posted here is that they will be, or could be Kosher.
I will be speaking to people at KosherFest about Consulting services ranging from menu and recipe development to logistics for large events. We hope to contact between 30 and 40 firms about writing regular recipes for them to supply to their customers, wholesale or retail and how to reach out beyond their comfort zone, the Kosher market

White Beans with Steamed Artichoke

2009-10-15T17:37:00.003-04:00

This simple dish features a Lemon and Tabasco Steamed Artichoke,
filled with Balsamic marinated Great Northern Beans, Beefsteak Tomato
Wedges and Pepper Cress (V)

Getting into Media

2009-10-15T17:24:00.002-04:00

I am considering moving further into speaking, writing, TV and radio.
I would love feedback on the whys and wherefores of being sucessful at
these projects.
I hope to be including in this blog a recipe per day, each will meet the
requirements of kosher but will fit onto any table anywhere.

Chicken Picatta

2009-10-14T13:05:00.004-04:00

4 Skinless Boneless Chicken Breasts (M)
5 tbls lite olive oil
1 1/2 tbls flour
1/3 cup dry white wine
1/4 cup lemon jice
1/4 cup chicken stock
1/4 cup drained capers
1/4 cup chopped fresh parsley

Between two sheets of wax paper, pound the chicken to 1/4 inch thickness.
Season with Salt and Pepper, mix 1 tbls oil with 1/2 tbls flour and mix until smooth

Dredge chicken in remaining flow and cook in a heavy pan with the remainer of the oil heated to just below smoking. Cook until golden brown, 165 degrees internal temp

Remove chicken from pan, add liquid to pan bring to boil add roux and thicken Add capers and parsley , re-add chicken and heat through.

If it is Wed...

2009-10-14T07:50:00.002-04:00

This morning I meet with Shimon Apisdorf about Kosherfest and the re-marketing of the Kosher for the Clueless book.
I hope to be able to put together a multi-pronged approach to becoming more of a media Chef including more speaking, writing, classes with JCCs, Shuls, schools and TV and radio.
Shimon and Rabbi Goldberger have always been wise advisors and I thank them in advance for their time.

Recent work

2009-10-13T11:49:00.011-04:00

These are from top to bottom:
Duck Confit with Heirloom Tomato Concasse
Fresh Mozzarella and Tapenade Caprese
Ceviche
Apple and Oyster Mushroom Stuffed Veal Chop

Great Seasonal Recipe, Short Ribs

2009-10-13T09:47:00.004-04:00

Braised Short Ribs (M)
1 Small Onion
1 Medium Carrot
1/4 cup vegetable oil
1 cup dry red wine
2 thyme springs
1 Bay leaf
1/2 tspn cracked black pepper
3 lbs "Korean" cut short ribs
flour for dusting ribs
2 cups veal or vegetarian stock

Cut onion and carrot into equal sized pieces, sautee in 1tbspn oil until soft. Add wine, thyme, bay leaf, pepper and simmer for 3 minutes, cool.

Add cold ribs to cool liquid, marinade for at least 8 hours.

Remove ribs from liquid, season with salt and pepper to taste, dust in flour and brown in a single layer in the remaining oil in a heavy pan

Discard oil and add marinade to the pan and reduce by 1/3, add ribs to hot liquid, cover and cook over low heat for 2 hours.

Remove ribs from liquid and reduce liquid by another 1/3 adjusting seasoning to taste.

Arrange ribs over the starch of your choice, top with julienne vegetables and baising liquid reduction

General information

2009-10-13T07:41:00.002-04:00

You can find me on Facebook and at http://chefdb.com/nm/19431

I will be speaking on Marketing Outside the Box at Kosherfest at the Meadowlands Exposition Center in Seacacus, NJ on the 27th and 28th of October. If you would like the materials from that talk please drop me a line.

The First Day

2009-10-13T07:37:00.001-04:00

Welcome! Today is the first day of my blog. Thanks to Henry Pertman of Micros an all around good guy for suggesting this.
I hope to communicate here my read on the current trends in food, on foodies, to give some interesting recipes and outlook on the food industry often with a view toward the Kosher World.