America has proven to be a melting pot of different nationalities, cultures and backgrounds, resulting in an assortment of diverse flavors, spices and exotic taste experiences across the nation. Some of the most delightful and pleasing food experiences herald from the family of European specialty desserts made up of gelato, sorbetto, fine chocolates and sophisticated pastries.
As Americans’ appreciation for the splendor of these treats grows, so does the demand, which has been a positive for the businesses and restaurants that serve them. Specialty dessert professionals share a strong passion, dedication and loyalty to their craft, which translates into one common goal: bringing people pure happiness. Four PreGel AMERICA clients share their triumphs and tribulations, lessons learned and how they manage to fulfill this common goal every day.
GELATO CAFÉ
Ronnie Lee (RL)
CEO of European Enterprises, LLC/DBA Gelato Café
3200 Las Vegas Blvd.
Las Vegas, NV 89109
www.gelatocafe.net
(702) 460-3644
JM: What inspired you to go into the gelato business?
RL: I lived in Italy a very long time and my business partner is Italian, so gelato was a good fit. It is nice to work with something that makes everyone smile.
JM: What do you think is the key to your success?
RL: Always being ready to learn and adjust. I do not consider myself successful “yet.” There is still a long way to go until the masses understand gelato.
JM: What is your most requested flavor?
RL: Chocolate.
JM: If you could create any flavor, what would it be?
RL: I assume you are asking for an imaginary flavor since most natural flavors can be made. If I could make my very own flavor, it would be “Joy.” It would be a golden bronze with flakes of silver. It would taste like sunshine and dreams.
JM: How long have you been in business?
RL: Six years.
JM: How many gelaterias do you own?
RL: I have been involved in a number of locations and assisted others in adding gelato to their location.
JM: Is gelato a passion?
RL: Very much so. I don’t think gelato can be handled any other way.
JM: What is the main thing you would want people to know about your business?
RL: That we believe in quality and that we strive to keep our products authentic.
JM: If you had a motto, what would it be?
RL: Be productive; live life; don’t just be in it.
JM: What are your goals? Would you like to franchise your business or expand your menu to include pastries?
RL: My goal would be to make gelato a household treat. I would like to be a part of the process of familiarizing the American public to Italian ice cream.
JM: What is the biggest lesson you’ve learned so far in business?
RL: I have learned the value of capitalizing on someone else’s education. Knowledge is expensive; you pay it to the instructor or you pay it tenfold in fines, damages, loss of business or taxes. It is much cheaper to pay a consultant who already has the experience you are looking for and can tell you what to avoid.
JM: What drives/inspires you?
RL: Problems are what inspire me. I like to work on solutions and fixing problems, doing what others say cannot be done.
JM: Is your business active in your community? How so?
RL: Yes, we contribute to fundraisers and have reached out to our school district to assist with their fundraising programs.
JM: Is there an occurrence/business blooper you would most like to forget?
RL: I would never like to forget any of my bloopers since that would make me prone to make the same mistake again.
JM: What do you think sets you apart from other gelaterias?
RL: The quality of our product, and the desire to keep things authentic.
JM: Number of staff?
RL: We have seven employees at Gelato Café.
JM: How did you come up with the name for your business?
RL: The name Gelato Café was easy, gelato was still not very popular here in the U.S. when we started, and we were going to open a café that focused on gelato.
JM: What is one of your most rewarding experiences/greatest success stories thus far?
RL: I am still working on that; like most dreamers I am only able to do what my resources allow. I really would like to see gelato take its proper place in
the U.S.; until that happens, success is still a few
steps away.
DIVINO GELATO
Lori Divino (LD)
Owner of Divino Gelato
227 West Main St.
Waukesha, WI 53186
www.divinogelatocafe.com
(262) 446-9490
JM: What inspired you to open a gelato shop?
LD: I knew gelato was a fabulously delicious treat, and I knew that I had the energy and creativity to take it to a level that would scream success.
JM: What do you think is the key to your success?
LD: The key to our success is our customer satisfaction and developing new flavors for excitement, along with a very hard work ethic and a team that has the same goals, energy and enthusiasm.
JM: What are your best-selling flavors?
LD: Our best sellers are our famous Dark Chocolate and our Wildberry.
JM: If you could create any flavor, what would it be?
LD: I have created several favorite flavors. I think my favorite is the Sea Salt Caramel Cashew.
JM: How long have you been in business?
LD: Seven and one-half years.
JM: How many stores/shops do you own?
LD: I own two.
JM: What’s on your menu?
LD: We have Italian beef sandwiches, grinders, 8″ pizzas and gelato treats of every kind.
JM: Is gelato a passion?
LD: My passion is people. I love meeting new people and making them smile! Being able to offer them a treat that is delicious and affordable makes me happy and them happy. I love hearing them say, “This is the best gelato I have ever had!” or “Wow, this gelato is GREAT!” Besides my family, it’s what makes me tick!
JM: What is the main thing you would want people to know about your business?
LD: I have a passion to provide the highest quality possible to our customers and stay as authentic as possible, and that we make every batch individually so we keep close watch on our quality control.
JM: If you had a motto, what would it be?
LD: If you do what you’ve always done, you’ll get what you’ve always gotten. If you need to make a change, you must do something that you’ve never done before.
JM: What are your goals? Would you like to franchise your business or expand your menu?
LD: I do plan on expanding; however, I am not sure which direction I will go next for our expansion. I have been asked about franchising, and I am seriously considering such.
JM: What is the biggest lesson you’ve learned so far in business?
LD: It takes a lot of dedication, determination and time. You must be willing to make hay during the high season, working long hours so you are able to weather the storms and inclement weather. You have to be flexible enough and very optimistic, because you never know when there might be an equipment failure or other issues out of your control.
JM: What drives/inspires you?
LD: My husband, five adult kids, grandchild, my mom and my father, who has passed, and my desire to be an inspiration for others – especially women who have had trouble in their lives. “You can do anything you set your mind to” was what my dad told me, and I believe it!
JM: Is your business active in your community? How so?
LD: I am a firm believer of being involved in my community. I donate to several local charities on a regular basis and give generously to local schools. I always know what is going on around us, and open or close the store accordingly. It is the best way to advertise.
JM: Do you have events at your shop? What kind?
LD: We have a very active community that is very family-friendly. We do what it takes to bring business and create an exciting atmosphere. Most of our events revolve around whatever is going on in the community.
JM: Is there an occurrence/business blooper you would most like to forget?
LD: Yes! Our community was hosting the 105th Harley- Davidson Anniversary, and we were preparing to meet the demands. Our walk-in freezer was stocked to the brim with gelato and sorbetto, and one of our newer employees left the freezer door ajar overnight. I received an early morning call from my son saying, “Mom, something terrible happened! I came in and noticed the freezer door open. There is gelato dripping off the shelves!”
We made gelato so fast and so long that we were literally sitting on the floor laughing! If we didn’t laugh, we’d have been crying. It became a day we will never forget, but hope it never happens again!
JM: What do you think sets you apart from other gelaterias?
LD: Our quality and the excitement we create for our customers, not to mention our New York Times, USA Today and Family Circle articles and many other articles which create a buzz for the town, along with having a great product!
JM: Number of staff?
LD: I have had up to 22 employees during our summer season, but an average number is around 10.
JM: How did you come up with the name for your business?
LD: I was not the original creator, but Divino means Divine, and that is what it is!
JM: What is one of your most rewarding experiences/greatest success stories thus far?
LD: Having the New York Times and USA Today interviews and photo shoots. That was a huge success for me. I also opened an ice cream soda fountain one year ago, Sloppy Joe’s Soda Fountain. That is a huge success also, as my recipes for ice cream were my own, along with the help of PreGel’s wonderful chefs. I use several PreGel ingredients for my ice cream and my gelato! PreGel has been a huge resource for me, and they have been a huge support! I have had a wonderful season thanks to all our wonderful customers, employees and support from PreGel!
CHILL
Frank Carbone (FC)
Owner of Chill
1250 E. Apache Blvd, Ste. 104
Tempe, AZ 85287
www.chillinaz.com
(480) 966-0043
JM: What inspired you to open a gelato shop?
FC: We were looking for a business to buy that would be something we would have to truly enjoy because we knew we would spend both a lot of time and money in it. We both love gelato and frozen yogurt, so it seemed liked a perfect fit.
JM: What do you think is the key to your success?
FC: This is multifaceted. I believe our success is due to selling a great product at an exceptional price. Also, having a wide array of options for the customers to choose from helps, including gelato-filled crepes. No gimmicks, just good, sound quality at good, sound prices. A lot of very hard work and a little luck doesn’t hurt.
JM: What are your best-selling flavors?
FC: It would have to be a toss-up between Cookies ‘n Cream, Nutella and our ChillBeri Frozen Yogurt. However, we have a large number of vegan soy gelatos and fruit sorbets that sell really well too. Of those, Chocolate & Pistachio in the gelato, and Pomegranate & Mango in our sorbet. We have a very large vegan customer base.
JM: If you could create any flavor, what would it be?
FC: I would assume this means a flavor that does not exist. That being said, I think it would be something sweet, salty & maybe a little hot (spicy). Sounds weird for gelato, but I think if done right, it could be a big seller.
JM: How long have you been in business?
FC: We bought Chill in March 2009. The business was closed at the time. We reopened it on tax day (April 15, 2009) with a special of “NO SALES TAX” all day long. It was a big success, so we did it again this
year (2010).
JM: How many stores/shops do you own?
FC: At present, we just have the one store. However, we do have people interested in buying franchises of Chill. If we do franchise, we will use the brand name we created – ChillBeri.
JM: What’s on your menu?
FC: The menu shows the sizes (econo, mini, mezzo, magnus, pints & quarts). The pricing for each is the same regardless if you buy gelato, froyo or sorbet. We also have our crepes and coffee.
JM: Is gelato a passion?
FC: It can be. There are so many great flavors and other flavors to be created.
JM: What is the main thing you would want people to know about your business?
FC: That we offer the finest in gelato, sorbet and froyo at an affordable price so you can bring your whole family if you wish, and/or you can afford to come to our store several times week and not just once in awhile. You will always get fresh product with very friendly service.
JM: If you had a motto, what would it be?
FC: “High-quality, friendly prices, enjoy more, pay less.”
JM: What are your goals? Would you like to franchise your business or expand your menu?
FC: Yes. Franchising the business is our goal.
JM: What is the biggest lesson you’ve learned so far in business?
FC: Keep the menu simple. Keep the quality high. Keep the pricing friendly. Also, keep the business clean. We received a GOLD STAR rating (the highest) from the Maricopa County Health Department during our recent health inspection. We’re proud of that.
JM: What drives/inspires you?
FC: It’s a “labor of love.” I’m doing this so my children (who are all adults now) can have a business I can leave to them. They all have other things they are doing right now, but I want them to have a business they can call their own if they wish someday. I also think of my parents (they both died within the last year) … they were both very proud of what we have done. For me and Sandy, we are just looking to be able to get a comfortable (eventually) retirement out of this business and enjoy watching our children continue to grow.
JM: Is your business active in your community? How so?
FC: Yes. Arizona State University (ASU) is right nearby. We have done many fundraisers with various organizations at ASU.
JM: Do you have events at your shop? What kind?
FC: Yes. Once a month (sometimes twice), we have “FREE FRIDAY” in which we give away one free small froyo or frosoy to everyone from 7:00-10:00 p.m. During that time, gelato is sometimes “buy one, get one free.” A few times per year, we have live entertainment at the store too.
JM: What do you think sets you apart from other gelaterias?
FC: Flavors, pricing, service, atmosphere.
JM: Number of staff?
FC: We have three employees besides myself, Sandy and our son (Frank Jr.).
JM: How did you come up with the name for your business?
FC: The name (Chill) existed with the business when we bought it. However, we named our “brand” as “ChillBeri.” I think it just has a great sound and unique spelling.
JM: What is one of your most rewarding experiences/greatest success stories thus far?
FC: We had someone come all the way from California to Arizona to try our vegan products. She even wrote a nice review in HappyCow.net about us and her experience.
BOUCHON BAKERY
Sebastien Rouxel (SR)
Executive Pastry Chef, Bouchon Bakery
Thomas Keller Restaurant Group
Ten Columbus Circle, Third Floor
New York, NY 10019
www.bouchonbakery.com
(212) 823-9366
JM: Which three words or phrases would best describe your dessert/pastry menu?
SR: For me, there is something nostalgic about making desserts. They are meant to bring a smile at the table and bring back memories of our childhood or past experience. They have a way of bringing people together.
My philosophy is to attempt to combine my classical “Sucré-Salé” (sweet and salty) training with an experimental approach that complements Thomas’s cooking.
JM: What do you think is the key to your success?
SR: I would say that my key is my commitment to my career. I enjoy very much what I do and embrace the environment that I’m in. I have been fortunate and have come across some great challenges and amazing opportunities. I also work with talented professionals who continue to inspire me.
My goal is to perform and do the best I can each and every day.
JM: What is/are your most popular pastries/desserts?
SR: At this point in time, French macaroons are a big hit and get a lot of attention. Of course, anything made with chocolate is always a crowd-pleaser.
JM: If you could create any dessert/pastry, what would it be?
SR: It would be something with pronounced, but not overwhelming, flavor profiles, textures, attractive colors that would catch your eye and that people would remember for decades.
JM: How long have you been in business?
SR: I started working at an early age at my aunt’s restaurant during school break to earn some money. I officially and professionally started when I was 15- years-old … so I have spent 21 years in the business.
JM: How many restaurants are in operation?
SR: The Thomas Keller Restaurant Group currently has 10 establishments: The French Laundry, Bouchon, Bouchon Bakery and Ad Hoc in Yountville, Bouchon and Bouchon Bakery in Las Vegas, Bouchon and Bar Bouchon in LA, and Per Se and Bouchon Bakery in New York City.
JM: What kind of decadent treats are on your pastry/dessert menu?
SR: Each property offers a selection that reflects their dining rooms and vision. Each offering is created and executed in the same fashion whether it is for fine or casual dining or for the bakeries.
JM: What is the main thing you would want people to know about your business?
SR: We all believe in Thomas’s philosophy … we strive to do a little better each day.
JM: If you had a slogan, what would it be?
SR: Good things happen to hard workers. But if they don’t, work harder. Hard work pays off.
JM: What are your overall goals?
SR: My future goals for the coming year are to open a second Bouchon Bakery in Spring 2011 at 1 Rockefeller Plaza. Our new space is in the heart of Rockefeller Center, one of the country’s most iconic buildings. I’m also working on the new Bouchon Bakery cookbook that will be released in 2012. These are two great opportunities/challenges that I am very much looking forward to completing.
On a personal level, some of my goals are to someday have my very own pastry shops and to visit France on a regular basis and discover it with my two kids.
JM: What is the biggest lesson you’ve learned so far in business?
SR: Don’t take anything for granted. The food industry is challenging.
JM: What inspires your innovative ideas as a pastry chef?
SR: My inspiration lies mostly within the modernization of time-honored desserts in order to give them a new dimension. I combine colors, textures, flavors, seasons in ways that I hope are classic, yet also modern and provocative.
I try to stay updated with what is going on in the pastry world and my colleagues.
JM: Is your business active in your community? How so?
SR: Thomas believes in childhood education, so we try to support local schools as much as we can. We also support larger national charities such as Share-Our-Strength, Autism Speaks and March of Dimes, organizations that we have supported through the years.
JM: Do you host events at your restaurant(s)? What kind?
SR: Yes, we host a variety of events, depending on our guests’ preferences. But also we celebrate internal events like awards and our success.
JM: Is there an occurrence/business blooper you would most like to forget?
SR: No, I take each challenge and failure as a learning experience. So I feel it is better not to forget because I don’t want to make the same mistake again!
JM: What do you think sets your pastries apart from others?
SR: I think this is a question for our guests to answer. Within ourselves, we are committed to our standards and raising the bar in the hospitality industry.
JM: Number of staff?
SR: Among our properties, we have six pastry chefs: each has a sous chef and a staff of 6-9 additional team members.
We also have two head bakers: one on the west coast and one on the east coast. They, too, have a staff of 5-7 team members each, so there is a total of about 60 to 70 employees in the Pastry/Baking Department.
JM: If your patrons could leave saying one thing about your pastries, what would it be?
SR: They don’t need to say anything; watching them enjoy their pastries and allowing us to bring a smile to their faces are more than enough.
JM: What is one of your most rewarding experiences/greatest success stories thus far?
SR: I have several but if I had to choose one, it would have to be when I was a part of the design and opening team of Per Se in New York City. It was both scary and exhilarating at the same time, as everyone had high expectations of the restaurant. But our opening team was one of kind: we were very driven, had a common goal and indefatigable. We were able to get every top accolade from the press and our peers. It was a once-in-a-lifetime experience!