As a long time runner, I have always been a fan of Nike products.  In the 80's when I first started to run I was attracted to the brand because of it's "coolness" factor, communicated through its edgy ads, celebrity endorsements and flashy product.  Over the years I have stuck with Nike because of the high quality of it's performance gear, it just works the best for me.  I have at times ventured to another brand within a certain product category, i.e. running shoes, shorts, sweat suits, but have always returned to Nike because of its superior performance.  While I have continued to pay attention to the brand's advertising campaign over the years, I cannot say that what the company is telling me is driving my purchase decision, I am a true brand loyal.

As the upscale food and wine segment continues to struggle with no end in sight, fine dining restaurants in some of the country's finest culinary cities across the U.S. like Los Angeles, New York and Chicago need to ensure that they can deliver on the images their brands are putting out in the media. The August issue of Wine Spectator magazine features their Annual Restaurant Awards, a Dining guide to Wine-Friendly Restaurants Around the World.  As I will be traveling to Los Angeles next week, I decided to look up some of the Grand Award Winners in California on the web to see how their on-line message reinforces the impression I got from the magazine.  When it comes to fine dining I typically rely on information I find in my favorite food and wine magazines and then a reputable dining guide like Zagat or the Guide Gayot before I will make a decision.  I think that this is pretty typical of how most consumers these days get their information on upscale restaurants outside their home town.  

The first problem I had in researching the listed restaurants was that the cities in which these restaurants are located was not listed in the magazine, and often the restaurant's home page did not appear on the first page of a Google search.  In other cases, there was more than one restaurant in the U.S. with the same name and wadding through the links provided by Google was more time consuming than I had hoped.   In some cases, although I was finally able to find a dedicated website, (often with a url that did not totally match the name of the restaurant which explained my difficulty in finding it perhaps) information on Open Table and the aforementioned dining guide sites did not provide information on the restaurant's wine offering.  Of the eleven restaurants on the list, three did not mention their wine programs.  Two had basic lists of their wines while the others had detailed descriptions of their wine selection and philosophies.  Fifth Floor Restaurant and Lounge in San Francisco had a tab dedicated to their wine program and a page titled "The Wine Experience" which was what I expected from a restaurant on this prestigious list.  

Next week I will be dining at two of the restaurants on the list to see if my expectations based on the print and on-line messages are met in the actual experience and if they are as good as they look.  

Stay tuned. 

It is my feeling that brands that connect with customers in a physical way, by evoking one of the five senses are the ones who will make it out of this economic recession with the strongest positioning for the future.  Taking a more local perspective of this notion here in San Antonio I recently discovered two such businesses that I think are on to a growing trend:  satisfying our inner most cravings.  What is unfortunate is that I had never heard of either of these businesses before literally driving by them. 

Cupcake Couture opened its first location in December 2007 and just debuted a location on Broadway off of Hildebrand which I stumbled upon just a couple of weeks ago.  While the shop is still putting the finishing touches on their decor and trying to overcome the powerful smell of the Jimmy John's baked bread next door (the owner swears that they are installing an oven very soon and the smell of freshly baked cupcakes will then fill the air) their product is nothing short of amazing.  They offer a good variety of flavors well merchandised in a large open glass case and uniquely decorated making it very difficult to chose just one.  My personal favorite is the chocolate peanut butter which is a rich chocolate, chocolate chip cake with creamy, buttery, smooth peanut butter frosting topped with your choice of Snickers Bar or Reese’s.  The staff is friendly and welcoming and they have a reward card that earns you free cupcakes the more you purchase.  Every time I have gone in people of all ages are gathered around the counter carefully making their selections and raving about the product.  In times like these, an indulgent cupcake is just what I need!

Jean Wine Bar, owned by the Ounce Steakhouse group opened just two doors down from the restaurant also a couple of weeks ago.  There are quite a few good wine bars here in San Antonio that all have their own unique look but essentially offer the same thing.  At first glance, Jean Wine Bar might also appear to fit into this category, however, the experience they offer is what I found truly differentiating.  Granted they have only been open for two short weeks but I was duly impressed by the attentive, caring service we received from everyone we encountered.  In the middle of enjoying my glass of champagne (poured from a newly opened bottle after I had rejected the first glass which was too flat and was very graciously poured a new one by the bartender) I noticed two young women at the bar noshing on a large, fluffy cotton candy.  I grabbed the menu from my husband and scanned the dessert listings to find that for $3 you can indeed indulge in your own personal cotton candy while sitting at the bar and sipping on a glass of fine French Champagne.  Brilliant!  As we were on our way to dinner at Ounce I had to take a rain check on my own serving of cotton candy but cannot wait to go back for some.

You can find more information about these businesses at http://www.cupcakecouturesa.com/ and http://www.jeanwinebar.com/.

I am definitely going to keep my eye on how these two businesses evolve and communicate their message to consumers.  They have a great product but careful execution and communication of the experience they provide is going to be critical to their long term success.

As training for the 2009 Rock n Roll San Antonio marathon continues, and temperatures at 6 o'clock in the morning are now well above 90 degrees here in South Texas, those of you on this ride with me might find yourselves asking "What am I doing and why?" and even contemplating giving up. Well, they don't call it a marathon for nothing! Here is a lesson from a great American athlete who showed a lot of heart today and inspired me more than once not to give up!

Today, Andy Roddick (who by the way lived in Austin, Texas from the ages of 4-11 and was recently married there) ran his own marathon of sorts today in England trying to win his first Wimbledon title against the mighty Roger Federer. The match lasted 4 hours and 16 minutes, less time than it took me to run my last marathon but then again, there was a lot of swinging of the arms, stopping and starting and other types of athleticism involved in his marathon. In the end, Andy lost in a grueling 5 set match and perhaps failed to capitalize on a key moment in the match when he found himself just one point away from leading Roger Federer two sets to none, letting four set points slip from his grasp.

How does someone recover from that? Somehow, Roddick did. "At that point, like everything else, there's two options: You lay down or you keep going," he said. "The second option sounded better to me."

So, when you are on a particularly grueling training run, or on race day itself, just remember, you are in control and you have two options: to lay down, or keep going. If you are a true runner, I know you will make the same choice Andy did and keep going.

Better luck next year Andy! We'll be watching!

With the opening of the original Spago in West Hollywood on the Sunset Strip in 1982, Wolfgang Puck introduced Los Angeles diners to his innovative style of cooking known as California cuisine; a fusion of French – Asian – Californian and became the first star chef to create a contemporary fine dining restaurant in the city; thus becoming the father of California dining.  Today with 16 restaurants in the Wolfgang Puck Fine Dining Group in nine cities and eight U.S. states, Spago Beverly Hills remains the flagship of the Fine Dining Group, voted the City’s Top Restaurant with two coveted Michelin Stars; one of only three L.A. restaurants to achieve this accolade.

I have spent the last twenty years of my life in the hospitality and retail industries and as a result have developed high service standards that are nearly never met; let alone exceeded.  It is a well known fact that even in good times restaurants have a high rate of failure, but in today’s economy, increasing competition and reduced consumer spending has forced many to make the very changes that have negatively impacted the customer’s experience thereby eroding loyalty and decreasing repeat business.  With that said, given Spago’s award winning reputation, I had expected a better than average dining experience, but nothing prepared me for what I and the other diners shared on a particular Friday night in late May.

As I passed through Spago’s front doors for the first time I felt transported into another world; a sort of culinary Mecca.  The quaint bar area was packed with what looked to be a regular Friday night crowd.  As I was escorted to my table, a small intimate banquette in the rear of the main dining room with a clear view of the kitchen and both dining areas, I took in every detail of the restaurant:  the romantic tree lit outdoor patio dining room lined with brick and light stained wood covered by the beautiful Southern California sky, and finally the main dining room with its colorful, etched glass accent walls, original artwork and jeweled details.  Almost immediately after being seated, the procession of service staff began and from that moment on I never wanted for anything for the rest of the evening.  I let my waiter, Philipe, a Frenchman who had worked at the restaurant for more than nine years serve as my culinary guide on this journey and based on my preferences allowed him to make menu selections for me. 

True to Puck’s signature culinary style, which is executed by Spago Executive Chef Lee Hefter and his kitchen team, each dish played with sweet and savory flavors and balanced a contradiction of firm and soft textures.  I was pleased with the integrity of these pure, simple flavors in each dish through the sauces that accompanied them.  As expected the plate presentation was very California and very Wolfgang Puck:  geometric and oversized.  Upon Philippe’s recommendation I started with something special that was not featured on the menu: a spicy mayo tuna tartare served in a brown sugar sesame cone topped with shaved green onion and daikon sprouts.  It came served in a wooden cone holder with a cocktail napkin; meant to be eaten by hand in a bite sized serving and burst with the flavors of sugar, Asian spice and tuna.  I followed this with a roasted Chino Farm’s beet layer cake with warm sautéed goat cheese, toasted hazelnuts and shallot citrus dressing.  The layer cake was cut up into equal sized, two-bite triangles accented by the dressings, and contrasted the smoothness of the goat cheese and the crispness of the beets perfectly. 

The restaurant’s General Manager, Tracey Spillane, one of three managers at the restaurant that night who continually checked in on me and the other guests to ensure our satisfaction with our dining experience insisted I try a second first course on the house, one of the restaurant’s signature dishes; a hand-made agnolotti that varies depending on seasonality and availability of product.  On this particular night it was served with sweet English peas in a marjoram and reggiano cheese sauce and literally melted in my mouth like little pockets of pea flavored butter pillows. 

For my main entrée I had line-caught Alaskan halibut atop morel mushrooms, buttered English peas, confit bacon, pearl onions, sweet pea puree and mascarpone emulsion. The marriage of textures in this dish was marvelous and the delicate flavor of the pure butter combined with the salty and sweet confit bacon was pure culinary ecstasy.  In the middle of my entrée I looked up to see Wolfgang Puck himself, dressed in his chef whites making his way through the dining room, stopping at each table to greet his guests and talk to them as though they were long lost friends.  When he made it to my table he sat down in the empty chair in front of me, shook my hand, introduced himself and asked me where I was from, what had brought me to the restaurant and if I was enjoying my meal.  I was almost speechless, not being accustomed to having chefs take that much time and interest in me let alone THE celebrity Chef Wolgang Puck!  When we had finished chatting he moved on to the next table and proceeded to spend a good hour and a half walking through the dining room talking to and thanking each of his guests.

Although I had not saved room for dessert, Philippe informed me that Puck himself had hand picked a special dessert for me prepared by his famed Pastry Chef Sherry Yard:  a carousel of strawberries with a Valrhona White Chocolate cream cake, Mc Grath strawberry ice cream, and whipped Bell Weather Farms Crème.  This came presented as a tower of cake, cream and berries with multiple textures and temperatures that complemented each other with every bite.

I later learned from Philippe that Puck had been in NY that morning on the Today Show and had flown back and come directly to the restaurant; it was now 10:00pm Pacific Time, making it a very long day for him.  What impressed me the most was that a Chef of Puck’s stature and success still recognized the importance of thanking his guests and ensuring their memorable experience in his restaurant.  Later, I had the opportunity to sit down with Puck again and talk to him about his vision as a restaurateur.  Although the cuisine is distinctly his, it’s not just all about the food for him.  He sees the role of a true restaurateur as one that focuses on the overall dining experience and the true sense of hospitality.  “I want anyone who dines in our restaurants to be made to feel like they are guests in my own home, and to be treated equally, regardless of their position in society.  I am in the hospitality business and our entire staff at all of our restaurants is trained to have this mentality.  My goal is to provide a memorable experience for our guests, that is what it is all about.”  I can honestly say that for three and a half hours, with each moment more transcendent than the previous one, I felt like all of us there at Spago that Friday night were A-list celebrities.

I cannot recall the last time that all of my senses were so stimulated at one time.  Of everything I took away from my night at Spago Beverly Hills, it was the special feeling I had of having shared an intimate evening with Wolfgang Puck;  of watching him at work in his restaurant and of listening to his own account of his personal passions expressed in his own words.  His vibrant personality and naturally hospitable style shined through and inspired me.  Puck’s central philosophy:  Wolfgang’s Eat, Love, Live (WELL) stands for culinary passion for eating and dining WELL, but above all for living well.  Under the doting care of the staff and their leader, I left Spago that evening with a truly memorable experience that reminded me what life is all about- should be all about…memorable, engaging experiences. 

Additional opportunities to experience the complete Wolfgang Puck dining experience and his philosophy can be found at his newest Los Angeles restaurant; Wolfgang Puck Bar & Grill, by visiting the recently launched dynamic new Wolfgang Puck interactive website www.wolfgangpuck.com and with a trip to the 27^th Annual American Wine & food Festival, October 2^nd through the 4^th www.awff.org in Los Angeles.

Spago Beverly Hills, 176 N. Canon Drive, Beverly Hills, California

Before going to the 2009 Aspen Food & Wine Classic I did not know what to expect.

What I knew was that I had paid $1,030 for three full days of Food & Wine, $500 for round trip airfare from San Antonio to Aspen and $2,000 for hotel accommodations for a grand total of $3,530.  I also knew that I was going to see some of the country’s top celebrity chefs, spend three days in the beautiful Colorado Rockies and taste high end, hard to get wines from around the world. 

What I expected was to eat and drink more than I could possibly digest (I had been forewarned, sip and spit and pace yourself), be wowed by an expensive high end food and wine tasting event, rub elbows with the food and wine elite and truly experience Aspen, Colorado.  Why did I not have clearer expectations?  Because the official Food & Wine Classic website was not consumer friendly and did not provide me with any information beyond what I have described above about what to expect as a consumer.  As an advertiser or member of the food and wine trade I would have had a slightly better idea of what to expect as there was more information available geared towards members of these two groups than there was to consumers.

What I got was indeed the opportunity to taste a huge quantity of high end wines and spirits from around the world, a chance to sit in a sort of “live studio audience” Food Network style cooking demonstration with some well known celebrity chefs, learn more about Champagne and wines from the Russian River and Sonoma Coast from some of the country’s top winemakers, sommeliers and connoisseurs and fall in love with Aspen in just three short days. 

What I did not get was value for my money, enough food (we had to pay to eat out for lunch and dinner every day), any sort of feeling of being engaged by event organizers or a truly memorable experience that would compel me to return or recommend to others that they attend.  That is not to say that I did not have my share of memorable experiences but they were a result of the individual actions of a few engaging individuals, not something that the Food & Wine magazine event organizers made happen deliberately or that could really be attributed to the brand.

Given the realities of our current economic climate and the careful decisions that we as consumers are faced with regarding how to spend our discretionary income, I was quite surprised by the lack of engagement opportunities created by festival organizers. As a long-time subscriber to Food & Wine magazine this was a huge disconnect for me from the feeling I get when I sit down in my couch to read my monthly issue; this experience just did not translate well for me and my expectations were simply not met.

Tip:  Rather than letting your customers form expectations of your brand’s experience on their own, prepare them for exactly what to expect from their direct encounter with your product or service by taking control of your image and clearly explaining what you will deliver. 

Successfully managing the customer’s expectation is the first step in meeting and exceeding that expectation.  Once you understand the parameters of your brand’s experience and our ability to deliver on your promises, you can clearly communicate this via a variety of communication materials.  Then, all you have to do is execute these “brand promises” at every touch point.  If you do this, you will guarantee satisfied customers.