McMarketing

I decided to do homemade big macs last night as my son is a big fan. In the past, I’ve popped online to scan for a version of the sauce. I searched again yesterday and was surprised to see a story with a link telling me that the executive chef of McDonald’s had finally released the ingredients for the secret sauce on youtube. I clicked the link…

It was hilarious! First of all, he’s set up in a rustic home kitchen, not a large glistening steel one. Then he sarcastically tells the girl who sent in the question about the sauce that the recipe has been available for years and then strips off the white chef’s coat to reveal his plaid shirt and jeans. I feel like I’m hangin with a hipster now.

In his subtle wording, he tells us he is going to show us how to make a version of the Big Mac sauce with ingredients we have around the house, not the sauce itself (likely because most people don’t have commercial binding agents and preservatives in their cupboards). He lists off the ingredients with a rather clever discussion about contrasting flavours ,brags about his knife skills and thoroughly enjoys the sizzle of the 100% beef he uses for the burger.

The ingredient list was interesting as it eliminated salt and sugar, two components that have shown up on the “top secret” recipe that has been online for years and I’m sure is contained in the restaurant’s sauce. Instead, he opts for mustard, relish, mayonnaise, paprika, onion and garlic powder and white wine vinegar. The “top secret recipe” also uses french dressing which was missing from my hip friend’s creation.

Top Secret Sauce recipe (posted on http://www.topsecretrecipes.com)

1/2 cup of mayonnaise
2 tbsp french dressing
4 tsp sweet relish
1 tbsp of fine minced onion
1 tsp of sugar
1 tsp of white vinegar
1/8 tsp salt

I made both sauces. I looked at both sauces. I tasted both sauces. The top secret sauce looked and tasted closer. The chef’s sauce had specks of colour with the paprika, not the uniform pink colour that drips out of the restaurant Big Mac. I guess the sugar and salt are necessary, Mr. Hipster executive chef.

This is an another example of McMarketing, this time disguided in the form of a homey youtube video instead of the endorsment of some of the world’s most gifted athletes. Let’s not go there. I’ll be the first to eat a Big Mac, I’m aware what it is and I sure as hell know it’s not made in a country kitchen by a guy who looks like he should be on an abercrombie bag.

Perhaps their marketing dollars should go toward resurrecting the old school disasters such as Arch Deluxe, McDLT or the famous McPizza.

Review: Toronto: Queen East- Table 17

Set in the middle of the busy Queen East dining district, it meets all the criteria for the neighborhood…hipster feel (including the fact that there is a rooster as their logo yet not an ounce of chicken on the menu…so witty), small menu, plaid shirts and an iota of pretension, but hell, they do take reservations.  After being seated, we were required to wait quite  a while for a drink order.  That being said, the drink list is excellent with a small but solid draught beer selection (including my beloved Stonehammer from Guelph), a decent wine selection and some unique cocktails.  In particular a fresh rhubarb mojito was the drink special.  Quite nice.

The staff were happy to recommend various dishes and the table settled for a mix.  They even were able to fulfil my pickle fetish with a side of homemade minis. Had a chance to try a few dishes….

Must

The venison polenta  was it fantastic.  Even better, a chef arrives tableside to finish the dish with the meat mixture while explaining the process he used to prepare it. Great touch.

Duck confit was terrific.  Cooked well with most of the fat rendered out and  the sides (lentils) complimented the dish well.

The beef tartare was fresh,  simply prepared, seasoned well and  portioned heartily.

Oysters were fresh and well-presented.  

Maybe

Diver scallops were perfectly cooked although I was not fond of the accompanying sauce.  It had a medicinal note to it which I felt drown the sweet taste of the scallop a bit.

Brussel sprouts and potatoes were rich.  May be difficult for a vegetarian since aninaml fat seems to be a mandate.

Had the Panna Cotta for dessert and rhubarb dessert  for the table, neither of which are on the menu anymore. Neither were mind-blowing but were decent.

Mundane

Steak was average.

My Take

All in all an enjoyable dining experience.  The environment was a bit distant and not overly welcomming despite the trendy decor.  Food was solid and the value was there. Do the polenta, do the duck and if don’t have room for dessert, that’s quite ok.

Table 17 on Urbanspoon

A Peachy Day

I was notified by a colleague that a friend of hers recently lost her foot to cancer and that a campaign to support her and create was awareness was on.  I was inspired by the website and decided to join the cause. Her name is Beth and her nickname is “Peachy”,  so my daughter and I hit the streets and kitchen with our “Team Peachy” sign.

Stop 1 was Merla Mae in North London.  Among  numerous creations, this iconic ice cream shop has a great peach sundae which we both ordered.

Stop 2 was at Moxie’s to have a famous peach bellini. I know why I don’t drink these normally.  I was a sickly mix of syrup and booze. My daughter laughed hysterically as I tried to down this rather large drink.

   Once we got home, I proceeded to make a meal with a focus on peaches.  The first was to create a peach salsa for cod fish tacos. Here’s the recipe:

Peach Salsa

4 peaches, peeled and chopped

1/2 red pepper, chopped

1/2 cup of chopped onion (sweet or vidalia is best)

1/2-1 jalapeno pepper (depending on preferred level of heat)

2 tbsp of chopped mint (or cilantro if you prefer)

Juice of one lime

salt and pepper to taste

Mix all ingredients and let sit for at least an hour.

With the salsa made, I prepared a grilled cod taco. The fish was marinated in oil, some chili powder, cumin, salt and pepper.  It was grilled on the BBQ  and served with Avacado and the peach salsa.

Dessert was a twist on a peach melba which I aptly named “Peach Beth”. I added fresh mango and mango ice cream instead of vanilla.

Peach Beth

4 peaches, preferably free stone

Water

1/2 cup of sugar

1.5 cups of raspberries, fresh or frozen

1 tbsp of mint (optional)

2 tbsp of sugar or maple syrup

1 fresh mango

Mango or Vanilla ice cream

mint sprigs and fresh rapberries for garnish

waffle bowls (optional)

Procedure

1.  Place peaches in a saucepan and cover with water. Add 1/2 cup of sugar, bring to a boil and simmer for 8 min. Cool quickly, peel and cut into quarters. Peel and slice the fresh mango.

2.  In another saucepan, add raspberries and sugar or maple syrup and mint (optional).  Bring to a boil and simmer until mixture is uniform.

 3. In a waffle bowl or ice cream bowl, place a scoop of ice cream.  Surround with 3 or 4 peach quarters and 3 slides of mango.  Top with 2 tbsp of sauce and garnish with mint and fresh raspberries.

I wish Beth the best in the future.  I believe food is healing and can send an incredible message to the world.  I’m grateful that I  have a palate, beautiful ingredients available and the ability to prepare/enjoy food on a daily basis.

Spoon me ’til I yelp….

Years ago, Zagat set the bar for rating food.  It employed a novel concept…let diners decide what food is best. Before the electronic information age, paper copies of the Zagat guide were the bible of dining.  Since then, Zagat has been swallowed by Google but still continues to be a useful source of information.  In fact, a goggle search of any Zagat restaurant willl give you the famed mark out of 30.  

With the advent of the internet, food sites are as competitive as restaurants themselves. So, if you want to be seen  beyond a blog nobody reads, you gotta choose.  The front runners are yelp and urbanspoon. So which one?

Yelp  

An independent out of San Fransisco and has a massive following. Like facebook,  you can collect friends. You vote out of 5 and make any comments you want.  Others can tell you that you’re useful, funny or cool.  Yelp goes beyond restaurants and allows you to rate anything from mechanics to hair dressers. 

Urbanspoon

 Urbanspoon is a subsidiary of IAC (the same company who owns dictionary.com and ask.com among others).  Urbanspoon itself  is based out of Seattle and has decent followings in Australia, the UK and Canada.  They are attempting to compete with open table in the reservation market and therefore have reservation software available to restaurants as well. You can vote “like or not like” without comment.  I love the upload picture option on urbanspoon since it had a drop-down menus to match your pic to the food item.  Brilliant!

Yelp vs Urbanspoon

Like Big Turk bars, Red Rose tea and Buckley’s cough syrup, urbanspoon is more Canadian.  For example, close to 80% of votes for Sassafras  in Toronto comes from Urbanspoon. On the other hand, if you look at WD-50 in the New York, almost 70% of the votes come from Yelp.  This is trend that is fairly consistent depending on what side of the border the eatery is.

The Verdict

I’m not one to pledge allegiance to one rating site. When I search for a restaurant I look at them all.   I live in Canada but travel periodically to the US.  I will likely use Urbanspoon for Canadian restaurants and Yelp for American restaurants.  I won’t,  however, cut and paste the same review in both to work toward elite status (it’s not an airline afterall). I will, however, like or dislike and upload photos to urbanspoon whenever possible.

Follow me on yelp and urbanspoon!!!! My handle is spennyrd.

Tall T”Ales”

I’ve had my share of beer. Probably a bit too much.  Booze as part of a meal is an fundamental as food itself.  I enjoy following the cocktail, wine and beer trends.  Each season brings in a new concept. Since I’ve become of age, I’ve seen numerous trends in beer including the dry, ice, copper, clear, genuine draft, steam and more recently fruit and ice tea additions.  

There are four types of beer drinkers:

1. The Loyalist– Adheres to the same brand regardless of trend or price.  They wear the hat and shirt (in many cases half their weekend garb consists of some kind of beer shirt, often teamed with their favorite professiosnal sports team) and a disagreement (ie. my beer is better) or empty cooler would result in fisticuffs.  This group often becomes a collector, attempting to collect all 32 NFL T-shirts or 30 Stanley cup figurines.   

2. The Bargain Hunter– Enters the beer store with the intent of pursuing the best value.  Will default to Carling or Lucky lager in many cases.  However, may be tempted to purchase a case of brand name beer using the logic “Ya, it’s only an extra 4 bucks but I get a t-shirt which would cost me at least 15 in the store” or “It’s only 5 dollars more but I do need a flashlight”.  

 3.  The Trendy Drinker– Waits for the TV or tabletop ad to tell them what to drink.  Willing to pay and extra dollar or two to have lime or ice tea added.  If one of these beer are not available, an overpriced extention of a big brand (Rickard’s red or Alexander Keith’s…more on this later) will suffice.

4.  The Aficionado– This person knows the four main ingredients of beer, the meaning of IBU, the difference between an ale and a lager, matches beer to food and  is not afraid to let everybody know it as they scoff at Bud drinkers and complain that their pint was served in the wrong glass.  These consumers will gladly pay extra for a beer, citing  “I need to support the local craft brewer” or “I’m willing to pay for a better quality product”.  Tends to dislike the previous three groups.

Admittingly, I’m number 4 but I’ve been known to drink a Bud Light when necessary (I draw the line at Coors light however). 

 

 

 

Dietitians vs Diners Drive-ins and Dives

I’m a dietitian…but I don’t eat like one.  However, I don’t feel I’m defying the sacred code by frequenting my share of diners drive-ins and dives.

The reason is simple. We live in a land of abundance when the focus is on too much. Too much fat, too much salt, too much sugar. Highly processed foods and fast food concepts not only replace natural and unique flavors with the big three (salt, sugar, fat). The “beige wave” of  deep-fried foods has spread across generations. 

Although abundance is an issue, an equally important trend has occured in our eating patterns over the past 10-20 years…not enough. Packaged, processed food, whether prepared at a restuarant or at home, omits many of the standard nutrients which used to be part of a balanced meal.  We are facing chronic nutient shortages in affluent populations.  We rely on vitamin water, Flintstone chewables and Dr. Bernstein’s injections to provide us with the nutrients we should be eating already.

  I believe developing a good palate must be a trained behaviour….just like throwing a baseball or playing the piano. We have saturated our children’s palates with big three since they had teeth.  They can tell you the difference between a Mars and Snickers bar but can’t look at a thyme and rosemary plant and identify which is which.

While I’m on the soapbox, let’s talk about fresh food.  I had a friend travel to Europe for a month.  She mentioned that when she bought tomatoes from the market, she had two days to eat them before they spoiled.  When she returned from Europe a month , she had two tomatoes in her fridge which still appeared to be edible.   

So, feel free to criticize me for searching out  some of the continent’s most atrocious dining exeperiences.  Given my experiences with diners drive-ins and dives to date, here are my observations:

1.    The food is fresh.  Most of the ingredients are local and most of the foods are made in-house.

2.   The food is tasty and unique.  Rich, flavourful food with some complexity trains the palate instead of dulling it.

3.  The food is prepared with passion and pride. They want to serve it as much as you want to eat it and it shows.

That’s my rationale for a very liberal approach to dining as a dietitian.  So, leave the highly processed chicken pineapple lean cuisine in the freezer and join the adventure for fun, fresh, funky (and sometimes fried) food experiences.

X-Files and Pierogies

So when I went to university I didn’t have to wait long to develop my second signature dish. Well, maybe it was my third because the simple addition of cream cheese to my nacho dip at my high school formal after party put me heads and tails above the other three who only used sour cream.

We had a ritual. Every Friday night in our dorm, eight of us would gather and watch X-files. The dim lights, cold beer and hot girls were a recipe for a great time for my buddies. The only ingredient missing was food. One Tuesday night I whipped up a batch of pierogies complete with all the fixings and a side caesar. One of my buddies stole one and said “Man, you should make those on Friday during X-files!”. I put the thought out of my head at first, but quickly realized that it was a great idea. Frozen pierogies are cheap, so why not?

Here’s my equation:

2 bags of no name frozen pierogies= $5

1 lb of bacon= $3

1 spanish onion= $1

1 head of romaine lettuce $1

1 box of croutons=$2

5 shakes of parmesan=$0.50

1/4 bottle of casear dressing= $0.50

 seasoned salt and pepper

“Gourmet”  university dinner for you and your buddies=Priceless

 So I served my feast while Mulder and Scully ventured off on another adventure to find the truth. The feedback was incredible. I watched my creation disappear. It was like my fruit plate days all over again. I had developed another  signature dish.

 However, something interesting happened. Each of the group pulled reached into their pockets and pulled out a $5 for my troubles and food cost. Despite my efforts, resistance was futile. They appreciated it. They enjoyed it. It added another dimension to the X-file experience. I had to accept it. What I realized is I made $35 (I was one of the eight) by spending $13 and commiting less than 30 min of my time. By my calculations, I made $44/hr doing something I enjoyed and was appreciated for. Nobody questioned or complained. My ability to defrost no name perogies, fry bacon, tear up romaine and dress a salad resulted in a $22 profit every two weeks. Their $5 investment was better than anything they would eat on campus or make themselves. That is the cardinal rule I suppose. Make people happy and they will reward you in return. That is the mantra of every hot dog cart, caterer, trendy restaurant, lemonade stand, dinner host or fast food restaurant out there. I was just a dude hanging out with his friends.

 

The Carnival

I got my first job when I was 15.  My step-uncle asked if I wanted to make some money over the summer working in a local hotel with a strong catering department, a fine-dining restaurant and a casual greasy-spoon.  I agreed. I started as a dish pig.

Working in a restaurant is like working in a carnival.  Each employee is a character with a signature. In a carnival it may be a psychic power….in a kitchen it may be the prime rib, a lobster bisque or a signature dessert.

For example, I remember a old German guy named Andy.  His week consisted of showing up on Saturday and spending 6 hours making his signature dish- crepes filled with chicken and peas which he served at Sunday brunch.  He was methodical.  He was miserable.  He was an icon.

Sunday would arrive and he would serve the patrons, offering up crepes with chicken and peas to everybody in the brunch line.  He had a thick accent and I swear half of the patrons has no idea what he was saying (it kind of sounded like grapes with shaking knees), but nobody dared to ask him to repeat in fear of neing denied the mystery crepe which hasn’t changed in 7 years.

A certain mentality runs through the food service industry.  Each person attempts to solidify an identify among the surrounding white coats. Those who shine (or simply put in the time) may have their name put  on a chef jacket and/or be given a prestigous title such as sous chef or fine dining manager. 

I put in the time so I rose through the ranks to wear the white in the salad section. Mind you, the uniform selection was whatever housekeeping decided to clean and I quite often got stuck with a uniform made for a 300 pound line cook. On the other hand,  I could look down at the dish pigs now.  I now had the blank canvas to be able establish my name in the culinary world. 
I needed a signature dish and I quickly determined what I would be….a fruit plate.    I watched others slop cut-up cantaloupe, watermelon and honeydew onto a plate with a ramekin of cottage cheese and call it a fruit plate.  I saw this as my opportunity. I added oranges or strawberries, used leaf lettuce as a base and cut up plums in petal shapes with a small grape in the middle to create a flower shape to set on top of the cottage cheese. 

Patrons soon came in and asked if I was working before they ordered a fruit plate. It was my first taste of heroism.  I had become a culinary icon.  I had created my first signature dish.

This concept continues to drive my passion for food today.  I love cooking and love to see how others cook to express their identity. It is the reason I like to cook and the reason I put thought into everywhere I dine.

Of course, working in this hotel for 4 years did a lot of other things. It taught me how to plan a menu, use a chef’s knife, peel potatoes, know the difference between basil and oregano, broil a steak, plate food, appreciate value, develop an ego and give me the credentials to even comment on how people more talented than me prepare dishes.

At that time, the only problem is I had no money, nobody to cook for and growing up in Sudbury, no exposure to chic and trendy restaurants.  I was about to depart for university and I was afraid my passion for food would become stagnant and that  my once impressive fruit plate would be forgotten forever.

Sudbury is a One Arch Town

In addition to my mother, my interest in the culinary arts was driven by my grandmother and my father. 

My grandmother would plan a semi-annual excursion to the McDonald’s on Regent St in Sudbury, Ontario. I didn’t complain about cold fries or the fact that were onions on my burger.  I craved the experience……the toy, the cash register, the other patrons.  I prayed for the first time I would experience the Big Mac’s special sauce since to me it was evidence of a transition to adulthood. I did, however, never want to hit the age where, with all the offerings, I would chose the Filet O’Fish like my grandmother. Fish and cheese don’t mix.

My dad brought a different perspective.  When he and my mother divorced, he made it a habit to treat my sister and I to supper at a restaurant every week (FYI- most Suburians call it supper, not dinner).  It was at this point I was introduced to the concept of the sit down dinner.  This involved a table with a cloth, appetizers and dessert other than McDonaldland cookies and soft-serve ice cream.. I remember sitting in Frank Vetere’s..a now defunct pizza restaurant with carnival like mirrors which made me look fat, skinny, tall or short and a toothpick dispenser I managed to destroy as an eight-year old.  Otherwise we’d go to Ponderosa where I watch my dad order a steak which looked like a shoe to get the free salad bar which had magical things like shredded carrots, chick peas and three types of lettuce.

While at McDonald’s, I do remember looking out the window and seeing Deluxe Hambugers across the road.  Boasting the best fries in Sudbury and selling T-shirts suggesting that “Sudbury is a one arch town”, I was introduced to the concept of competition. The big  chain versus the little guy. My experience since has been that despite celebrity endorsements, flashy ads and menu descriptions with no spelling mistakes, few chains hold a candle to the uniqueness and passion of a family run joint.

Today, despite the McDonald’s attempts to localize itself by encasing nickles in the tables, I do believe Sudbury is a one arch town.  I go there every time I visit my mom.  The chicken on a bun dinner (complete with fries and coleslaw) is a must.  I mean Diners, Drive-ins and Dives calibre. Hell, I can’t be wrong..It’s ranked 8 of 178 on trip advisor (more about trip advisor to come….)

So between my mom, dad and grandmother, by age eight I had everything I needed to progress to the stage of food aficionado.  It wasn’t until age 15 that I really learned the inners of the culinary world. Why?  I got a job.

How it all started….

I had a love of food from a young age. I was never afraid to try something new. My mother was (and still is) a good cook. I had my fill of comfort foods growing up. Cabbage rolls, chicken pot pie and lasagna were staples, each somewhat traditional with a spin. I’m at least a third generation Canadian, so my mother did not arrive in Canada with nothing more that a bunch of basil in her left hand and a wooden spoon in her right. She didn’t refer to the old days in Europe when fresh tomatoes fell from the sky and she’d rather starve than eat something that didn’t involve her jumping in a pot and stomping on it. She was ok with using canned tomatoes and Kraft Parmesan cheese (I still have that distinct green container in my fridge to this day) when making spaghetti sauce. She would buy Bisquick for her dumplings. She didn’t regret or apologize about the fact that “farm to table” was not possible since I lived in a town with a 30 day growing season . She taught me that you can be creative with what you have and what makes sense without regret.

On the flip side, her absolute need to measure every ingredient and use only the exact brand of tomato sauce stated in the recipe sparked my rebellious culinary nature.  I rarely follow an recipe to the “t”. I’m thrilled to be challenged with what’s in the fridge or what’s in a grocery flyer.