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Sep 28

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Restaurant Promotion Idea #17 – Create a Signature Dish

Feature a Dish to Promote Your Restaurant



Duck BreastIn my previous guest post by Amanda Cusack 8 Tips for Successful Restaurant Marketing, one of the things she mentioned was that most successful restaurants have at least one signature dish. Take Madam Kwan’s for instance. When you mention Nasi Bojari, the first thing thats comes to most  people’s mind is Madam Kwan Restaurant. In the 90’s in Singapore when you mention Chicken Rice, most  people will say Chatterz at the Singapore Mandarin Hotel.  Their Chicken Rice was the talk of Singapore at that time, so much so it was a signature dish in every Singapore Mandarin Hotel..

If you don’t have a family recipe handed down from your ancestors,why don’t create a dish that people can associate with your restaurant. You also don’t need a Michelin Chef to create that signature dish, just search recipe books or the net for recipes that will suit your concept. Pass it to your kitchen staff to experiment. I have seen some Commis Cooks creating beautifully eye catching dishes.

A word of advice, take into consideration whether the dish can prepared and served when your restaurant is busy. Its no point highlighting a dish but when the restaurant is full, the food comes out not as what it is supposed to be. Also the food should not inconvience your wait staff when they serve it. One example is when I was working in Thailand, I had a Chef who came out with masterpieces. He created a dessert using pancake and bananas which he put them one on top of each other. There were about 4 layers of banana and pancakes and lastly he topped it with a scoop of ice cream. The wait staff had a hard time serving as the pancakes, bananas and ice cream kept slipping down. Also don’t create dishes that is difficut for the guest to eat. Dishes that is thightly wrapped. After you have chosen the dish that will represent your outlet, you may want to test it out on a few friends. Look for the ones that will tell you the truth even if its bad. Once you have chosen your Signature dish, then you need to plate it in a unique and eye catching presentation. Reason being nowadays people eat with their eyes first before the food enters the mouth. This is the reason you need to constantly keep yourself inform of the market trends and what’s new.

After you have put your signature dish in the menu, you need to watch your guest and talk to them to get feedback. Don’t assume that your food is good, you might need to modify it. At the same hotel in Thailand, we served the Spaghetti Carbonara with lots of cream assuming people will like the traditional way. What we noticed that the food came  back half eaten. When we enquired we found out that  is was too creamyfor their taste. So we added some chicken stock to make it wet and it was a hit.

One of the way I keep my self in the know is by visiting food and beverage related tradeshow. Here there’s always new products showcased and also some food related competition. The recent FHM 2013 in the Kuala Lumpur Convention centre is one such example. There were lots of new and unique ways of plating food. So visit your local trade show to learn more.

the know is by visiting food and beverage related tradeshow. Here there%u2019s always new products showcased and also some food related competition. The recent FHM 2013 in the Kuala Lumpur Convention centre is one such example. There were lots of new and unique ways of plating food. So visit your local trade show to learn more. Below are some pictures from the Tradeshow to give you an ideas of what I mean.

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