As with all things blog you get an opinion... my opinion. But not to worry though, I feel as if my opinion is fair and based on sound observations, also being able to see what others are saying to me, as to be open and ready for change when needed. So, what does this quality verse quantity thing come down to in the cafe world... and dining world for that matter. Well, there are many facets and implications as per usual. Here we go!
My observations here in Seattle I have noticed just two categories when it comes to restaurants, cafes, and food places. Either the establishment is pumping food out to customers very quickly and not concerned with what they are handing off to be consumed, or they are focused around the quality of what they put out to their customers and are not as concerned when it comes down to the 'how long it takes to get said item to said customer' part. Each of these two fields has ins-and-outs, good and bad, or pluses and minuses. And to go along with that I also have a theory as to why, at least why Seattle culture is picking quantity over quality. And, yes they are picking quantity.
When it comes to quantity, which is what most establishments are doing these days in America, it is a fairly simple ordeal. Start up companies and restaurants get a chef to make A-typical food with an aesthetic of some sort to deliver said items to it's customers. It is easier, less time consuming, and revenue usually rolls right in. What these places are doing is rolling with or jumping on a sort of capitolistic momentum that another company or restaurant has already created and serves up another version of what somebody else is already doing. It might look different and smell a little different, but at it's crux it is the same. Some places to mention are Red Robin, Dave and Busters, The Ram, Jillians, Starbucks, Tullys, Macdonalds, Burger King, Arbys, Carl Jr., Sonic, Safeway, QFC, Olive Garden, Dominos, Pizza Hut, Papa Johns, Taco Bell, and Taco Time. And for Coffee the list is quite worse i.e. Duncan Donuts, Yuban, Folgers, Nescafe, Cafe Appasionato, Fonte, Tonys Coffee, Cafe vita, Seattles Best, Rococo, Ladro and some that arn't bad but not completely magnificent are Lighthouse, Umbria, Herkermer, Cafe Allegro, Cafe Vivace, Victrola, and D'arte. The list can go forever in this country. With in this list, some more than others really are just focused on market share and trying to beat out the competitor (Not to mention I am quite aware that when companies compete, the consumer usually benefits... I do consider this a good thing). But within all these places honestly quality is not considered (the food establishments and the first part of the cafe list for sure). It is a regurgitated A-typical aesthetic that flaunts it's marketing more than its food. Not that I have any personal beef with Dominos, but they, too me, out of all the places on that list bastardize what they serve. If you ever happen to look at the way pizza was invented and how it is supposed to be served and then look at Dominos, it is a far cry from Pizza at all. I have seen the Philly-Cheesesteak Pizza, Hamburger Pizza, Chicken Bacon Ranch, and so on and so forth the company goes trying to invent a new thing to put on top bread, marinara sauce (And sometimes you don't even get marinara), and cheese. They give no concern with how it actually tastes, just how it is going to sell. This is very sad to me personally because if anyone has ever looked into human potential the mark is quite high, and always rising. Think about the last time you went to one of the listed establishments and then think of... wow, we as humans have come this far.... all this way and endless salad and bread sticks is the best they have come up with... really? I don't know about you, but that rings a tuning fork of disappointment in my ears... really corporate america... that's what you are giving me? (I do have one exception to this list, the Whiskey River Burger and Rookie Magic Milk Shake at Red Robin are pretty darn good, but if they have to have a down fall for the sake of my point this burger is still A-typical in flavor and the shake is way way way too sugary)
So my question to America is where is the quality? and why are we, they, us, them not pursuing it? Why? Why? Why? I would like to know... really bad. But, before I answer that question here is what the quality model looks like. Cafes, restaurants, and establishments that focus on quality go a little something like this. Usually the place is smaller is size. Smaller in square footage, seats, tables, servers and what have you. It is just smaller. More intimate of a feel. Why is that one might ask? It is because quality takes time. Yes... time. More time that is... than what most quantity places are willing to put in to receive better results. Quality places can only go so fast because more care and time are almost always needed to facilitate high quality (remember in this blog that is almost the same as good tasting) Their turn overs in house are smaller and slower, and sometimes profits arn't that high. But the goal, the trade-off, and hope is to reach what I call the untouchables, or the tipping point. This means the food that is served is so good, so memorable, and so freaking delicious that every person that eats it tells everyone they know and the word of mouth compounds because your quality is so high and far more superior than your competition that you are the best and people choose you first over everyone else because of your quality. And if anyone should reach these culinary plateaus you have it made for a very long time. Examples are Paseo, Salumi, Molly Moons Ice Cream, Canlis, Zoka, Stumptown, Zig Zag Cafe, Herb Farm, Cafe Vivace (The masses have chose this Vivace, but I am not quite sold on how their coffee tastes), and apparently the Baguette (never been myself). Paseo, Salumi, and Molly Moons, I have personally seen at least lines up to 50ft. long, and wait times of 45 min. The question is how do these places get people to stand for that long next to people they don't want to be around for that long? And to boot the goal of every Starbucks interaction is 3 min. In and out in 3 min. These places must be doing something right if they can prove the status quo wrong. Ahhhh, the harmonious and beautiful answer is... quality. That's right you all new it was coming... quality. Their recipes are honed from long time tested experimentation and people that now their crap when it comes to taste. It keeps people coming back for more again and again and again because it is like the meth of the food world. The thing is, one might ask, wow this all sounds like peaches and creme for everyone when quality is brought into the equation; owners get money and long returning customers, and the customers in return receive great quality... gee-whiz, why doesn't everyone run their establishments this way? Gee-whiz indeed my friends. The problem is quality comes with it's pit falls too. This is where I will answer my question from the top; why is no one striving after quality?
Well, it's because quality is grueling, and it takes freaking tons upon tons of hard learning and work to create businesses that run this way. Time honored recipes of greatness never arrive out of thin air my friends. They are forged in the crock pot of genius over long periods of culinary time before one pops out. Another point is inconvenience. Americans in general have really really really............ did I really already?... yes, I did............ really shitty attention spans and want everything NNNNNNOOOOOOOWWWWWW!!!!!!! and in MMMMMMMYYYYYYYY WWWWAAAAAYYYYYY!!!!!. I apologize for how stupid that last part was written but I had to drive this point home. With quality style establishments sometimes because quality involves small batches and time they tend to run out of options more often... they can only make so much of an amazing thing at one time and once it is gone it is gone for that day. And not everyone wants to wait for good things, they really need something now! And they really don't care what goes in where and how it tastes... just something is enough for now. This doesn't bode well with current culture. Me as the individual is god and I want it now my way. With quality places most of what customers are receiving is not based on them, but a genius invention that is being presented and needs to be presented a certain way; unblemished and undefiled from modifications from the educated. For some odd reason people get offended when they can't change something to their liking. Whatever happened to trusting the freaking cook... barista... chef... somolier... bartender... server... and not pouting when the professional that has been rigorously trained in said profession says we would rather not have you... or sorry to inconvenience you but... we can't serve it that way. HEY AMERICA, YOU DON'T KNOW EVERYTHING... IN FACT YOU DON'T KNOW SHIT WHEN IT COMES TO FOOD, TAKE THE PROFESSIONALS ADVICE AND EAT YOUR FOOD... LATTE... WHATEVER AND SHUT UP!
That is why quality doesn't work in America every person and nit-whit has to have their say and has to have it faster... done this way... done that way... which in essence is asking... can you not try as hard please and could you please make this taste worse next time I come. Yes, I know that sounds retarded but that is what the masses are asking for these days. Ok I'm all out on this subject, peace.
-KLock