The Burgers and
I have had a lot of thoughts aboutour ‘portion-size’. We want there to be value in what we’re serving. Many
restaurants want to serve ‘lots of food’. The giant plates, over-flowing with food are attractive when we think of
‘getting a-lot’ for our money. But I don’t ‘need’ that much food. Chances are there is a lot of ‘filler’ on the plate.
Giant piles of fries and rice, lots of bread, and even very-leafy salads are some of the ways this is achieved, but not always.
This was most-recently brought to my attention watching a television show about new businesses. Here is a link to something similar: https://abcnews.go.com/Lifestyle/giant-milkshakes-drawing-huge-crowds-york-city/story?id=36376855
They make Milkshakes. Giant $15 US Milkshakes (That’s $19.86 CDN). Not only that, but people wait in line for two-hours to get one. This is not about ‘value’. It’s about having ‘lots’ of something. They are 1500-1800 Calories each. The one that seems the most ‘over-the-top’ to me is a chocolate milkshake with a pile of stuff on top of it including chocolate peanut butter cups, fudge, peanut butter, M&M’s, pretzl sticks, a chocolate-coated pretzl covered in smarties, and chocolate fudge. It’s just not for me. You’ll find no judgement here. If that’s your thing than go for it, but I couldn’t imagine making one.
This type of ‘over the top’ food exists in many different forms and we’re thinking it has to do with being able
to show your friends or tell your friends ‘I had a $20 Milkshake’, or ‘I ate a two-pound burger’, or ‘I ate 200 wings’ or ‘I had a two-hundred dollar Wagyu Steak’. It’s about telling your friends. And, chances are, you’ll only do it once, to SAY you did.
When we started this business we decided to stay away from that market. Contest eating is potentially expensive, wasteful, and unhealthy. We don’t want to be any of those. That’s why we’re focussed on is Value. It’s hard to weight value since it’s in the
eye of the beholder. …’That’s worth $ X to me.’ Value for us includes questions like:
If you made this for one or two people at home, what would it cost?
How much time would it take and have we put a twist on it that you may not normally
do at home?
What would this cost plated, nicely, at a fancy restaurant (same food, just nicely
plated in a dining room)?
How much time can we save you?
Is the food simple, honest, and delicious enough that it’s similar to other foods you’ve had in the past but better quality? (e.g. grocery store sausages are similar, but not the same)
If I wanted to tell my friends about dinner, what would I be telling them?
Our target is intense flavour and a healthy consideration of the above questions. The Burgers, the Wraps, The Salads, The Soups are all packed with flavour. In the cases of the Burgers and Wraps you’ll notice that we use small buns that are very soft and small ‘wraps’. That’s because, in our view, the food is the stuff INSIDE the bread. The bread is just a carrying mechanism for the food.
It’s not a filler. Our soups are quite reduced (moisture is evaporated away) so that the flavour of the soup
(and the stuff that’s in the liquid) is intensified. There’s not more ‘stuff’ in the soup so much as there is less water. Our salads have
a lot of ‘toppings’. The ‘toppings’ (cucumber, peppers, broccoli, tomatoes, pumpkin-seeds) are the flavourful parts of the salads. The spring greens are there to hold a lovely home-made dressing (that has no preservatives or extra ‘volume’. We don’t have to eat a lot of
volume to get the things our body needs to have had ‘enough’. There is nothing extra. Just simple, honest, delicious food.