Understanding Y: Part I
When Milllennials consider their dining options, they may think in terms of sushi or pizza, but French cuisine doesn't come up as an option -- it's simply not on their radar. That realization was the guiding principle behind the creation of super-hot Paris Club in Chicago. The concept is the brainchild of brothers RJ and Jerrod Melman; along with sister Molly, they're following in the footsteps of their famous father, Chicago restaurant legend and founder of Lettuce Entertain You Enterprises, Richard Melman.
While firmly rooted in bistro classics, the menu at Paris Club has a distinctly Gen Y vibe. Case in point: Escargot Bourguignonne, snails in puff pastry. To ease experimentation, remove the fear factor and promote trial, they can be ordered by the piece. At just $1.95 each, the kitchen typically sends out over 400 orders a night. It's possible that these exotic, hand-held shareables are perceived as a Gallic first cousin to sushi. It's also possible that they function as a kind of gateway dish that encourages ordering of more hard-core stuff like the foie gras mousse or the skate wing with brioche croutons. Either way, they're just one example of a mash-up of the French and the familiar, where croque monsieur fingers and cheese frites keep company with coq au vin and steak frites. It's a savvy approach that serves as the very model of Millennial menu marketing.
Photo: EndlessStudio/Flickr, used under a Creative Commons license.
Owner, Grupo GOT
11 年congratulation nancy
Experienced Industry Professional- Menu Management, Culinary Systems and Product Development
12 年I am glad to see more traditional food come back. Certainly food just like fashion return in the "scene". If you look at television such as Madmen or Vegas, we might also see the manners, etiquette as well as a few traditions like the Brandy Alexander and cheese as the dessert course. This reminds me of sitting on top of the Rivermont Hotel in Memphis as a little girl trying to figure out which fork and utensil to use with each course while the Mississippi River Barges went by quietly.
Sales Manager for Better Built Builders
12 年It's a nice thought but can't be successful because restaurant costs are too high. Every item needs to be strong and profitable. That's why so many fail.
I find it interesting that many of the "trends" and "attitudes" ascribed to Gen-Y are ones I relate to (I would be from Gen-X). Maybe that is more a reflection on me, but I find it true for many of my generation as well. That said, I love this concept! Innovation is not always about a new technology or product, but can be about how an existing product is offered.
Global marketing & communications, culinary connector, moving food & beverage ideas to market, focused on coffee and tea
12 年What an interesting concept, and, like their father, the Melman family truly reflects innovation. Let's see what follows!