Hotel Lawrence in Downtown Dallas

Keeping Tabs on the Foodservice Industry
By Ellen Walsh

When Food and Beverage International needed help with the logistics of their Texas Chef photo shoot, President Ralph Sheffield sprang into action. Before you could say pick me up in a car, put me in a hotel, drive me everywhere and drop me back off again, it was done, and we were all back home looking at the fruits of our labor through the magnifying loop on a light box. We learned you can be the busiest people in the world, but there is always time for your fellow foodservice industry people. Thank you, Texas Restaurant Association, and all the wonderful people we now count as friends of FB International.

Ralph Sheffield, Owner-Operator, Las Casas Restaurante

Meet Ralph Sheffield, 2002-2003 Texas Restaurant Association President, and owner / operator of Las Casas Restaurante in Temple, Texas. “I’ve been in the restaurant industry ever since I could ride a bike!” says Ralph, warming up to a conversation on his favorite topic. Ralph sees the restaurant business as a place where numerous owners, operators, managers, chefs and entrepeneurs have literally grown up in their jobs in the big backyard known as Texas.

“The restaurant industry is one of opportunity. Whether or not it’s the industry’s economic impact, providing a healthy business climate that is continuously growing when other industries are not, or the benefits local charities receive from the multitude of donations given out every year, or the education pathways the foodservice industry creates, the important role of the industry is immeasurable, impacting everyone.”

The Texas Restaurant Association takes their mission seriously, accumulating information, organizing conferences, and tradeshows for their 5000 + members, and it’s no wonder. Total restaurant employment from back of the house to front of the house is estimated to nationally reach 13 million people by 2010. In Texas alone, as of September 2002, the foodservice industry provided jobs for 659,300 people and the number is projected to jump to 703,850 in 2008.

FS Exec National Conference
October 13 – 15 of last year was the second FS Exec National Conference hosted by the Texas Restaurant Association. Held in the French Quarters of New Orleans, this one of a kind food forward event welcomed a group of 200 specially selected “FS Execs” to set the stage for a worthwhile and invaluable networking experience.
“An FS Exec is one who exemplifies the chef-driven concept, who owns a high volume, multi-unit establishment with emerging trends or creates specialty brands within a chain operation. An FS Exec is someone on top of his or her game, a leader within the food service industry, someone who doesn’t follow the next best trends, but invents them.

With topics ranging from Critics Panel to How-To’s on obtaining publicity for your restaurant, the 4 day conference was planned with thoroughness and imagination bound to stimulate a high level of interaction, leaving each professional with a feeling of profound satisfaction.

It didn’t hurt that the food was outstanding. Participating chefs from local restaurants read like a who who’s from New Orleans.

A food lovers dream come true, no one went away hungry during any portion of the conference. Every morning an enticing smell of fluffy eggs, crisp bacon, steaming coffee and home baked goodies could be found wafting through the air. With the morning sessions wrapping up, in rolled more delicious treats, the Big Easy Lunches. FS Exec couldn’t see any plausible way to take 200 people to lunch at one time, so instead on Monday and Tuesday, FS Exec brought in five chefs from five culinary motifs to cook for the entire crowd.

To the delight of the panelists and guests chefs shuffled in, set-up and cooked their favorite recipes. Monday offered an array of hometown favorites from Chef-Owner Susan Spicer with Herbsaint; Chef Bingo Starr from Cuvee; Mary Sonnier of Gabrielle Restaurant; Tom Wolfe from Wolfe’s of New Orleans; Chef Bruce Perone of the Astor Crowne Plaza; and Tyson Foods Corporate Chef, Mario Valdovinos. Tuesday welcomed dishes from Chef John Besh of August; Susan Spicer’s sous chef from Bayona; Chef-Owner Scott Boswell of Stella!; as well as the return of Bruce Perone from the Astor Crowne and Tyson Foods Corporate Chef, Mario Valdovinos.

GW Fins set the stage for Monday nights Clever Ideas “Cutting Edge Award” Dinner, an event in which two unique and distinguished chefs created an epic menu, preparing the courses themselves. This year, the two top-notch chefs, Guenter Seeger of Seeger’s in Atlanta and Tenney Flynn of GW Fin’s, showcased their talent with an explorative array of courses for the audience of restaurateurs, food critics and renowned Chefs.

Southwest Foodservice Expo 2002

Southwest FoodserviceExpo
The Southwest Foodservice Expo of 2002 was home to over 1000 exhibitors, and over 30,000 visitors, making it the third largest foodservice tradeshow in North America. “ Texas continues to outpace the overall restaurant industry, a clear indicator of our dedication, inspiration and top quality performance,” said Jeffrey Yarbrough, TRA 2001-2002 president.

The lineup of events included educational sessions focusing on technology, sales, operations and food trends, hot chefs demonstrating innovative masterpieces. The Southwest Foodservice Expo is the place to support one of the region’s most prosperous industries, and is known to be where the leading suppliers in the foodservice industry meet face to face with decision makers from the $54 billion Southwest market.

The foodservice industry is one Texas sized tradition, as it is the largest retail employer, putting more than 650,000 people to work with wages and benefits exceeding $7 billion in 2002. More people are traveling throughout Texas as they opt for vacation spots closer to home, and it is anticipated with the restaurant industries strong link to travel and tourism that foodservice sales in Texas will reach $27.2 billion in 2002. For more information on Southwest Foodservice Expo 2003, visit their web site at swfoodexpo.com

Conclusion
With a successful tradeshow and conference under their belt, the Texas Restaurant Association is embarking on yet another endeavor to foster growth and understanding of the Texas restaurant owner/chef constituency.

TRA is playing an aggressive role as the state voice of the National Restaurant Association’s Cornerstone Initiative Public Relations Campaign to promote the many career opportunities abound in the restaurant industry, and to highlight the success stories of State restaurant operators throughout Texas.

The campaign, tag-lined “America’s Restaurants: Serving More than Meals,” is aimed at conveying, through personal testimonials, how the restaurant industry is an industry of opportunity. TRA members have and will continue to promote the image of the industry, increasing awareness of career opportunities through the educational system and highlighting the stories of restaurateurs, such as Larry Forehand, who is the ‘face’ of the Texas ad.

Larry Forehand has been with TRA for more than 25 years, serving as the Houston chapter president, the state president and as chair of the TRA Education Foundation. He represents the kind of success story all Texans can both relate to and be encouraged by. Larry’s dedication to education is helping young people realize their own ‘American Dream.’

“TRA is committed to promoting the benefits and rewards of working in the restaurant industry,” said Richie Jackson, TRA Executive Vice President & CEO. “The Cornerstone Initiative Public Relations Campaign is an excellent vehicle to carry the message that hard-working individuals can climb the ladder to management opportunities. Larry Forehand was our natural choice for the face of opportunity in Texas. He has been a long time supporter of the foodservice industry by giving back to educational programs and striving to open doors for others on the path to success.”

Modeled after the National Restaurant Association’s national campaign, the ad underscores how restaurant jobs lead to rewarding and successful life-long careers, especially in Texas where the foodservice industry employees more than 650,000 people.

“As the largest private-sector employer in the U.S., the restaurant industry offers myriad career options,” said National Restaurant Association President and Chief Executive Officer Steven C. Anderson. “Many of the industry’s 11.6 million employees are eager to tell their unique stories, share advice and inform others about the importance of restaurant jobs to the economy.”

For more information on the campaign please visit the Texas Restaurant Association
at www.restaurantville.com or the National Restaurant Association at www.restaurant.org.

TRA Industry Facts
The Texas Restaurant Association has more than 5000 members.

Texas restaurant foodservice sales reached $27 billion in 2002, up 4.6% from 2001.

The Texas Restaurant Association has active chapters in over 20 cities.

Texas has more than 70,000 restaurants and bars.

Total wages and benefits exceeded $7 billion

TEXAS RESTAURANT ASSOCIATION OFFICERS 2002-2003 President Ralph Sheffield Owner-Operator, Las Casas Restaurante, Temple, Texas President Elect Tom Kenney Joint Venture Partner, Outback Steakhouse Regional Office based out of Austin, supporting 17 stores throughout Central-West Texas Vice-President Mike Hamilton Owner-Operator, Tuffy’s Eatery, Mauriceville, Texas Vice President George Cole Owner-Operator, i Fratelli Pizza, Irving, Texas Secretary-Treasurer Carmelo Mauro Owner-Operator, Carmelo’s Italian Restaurant

Houston, TexasGoto WWW.SWFOODEXPO.COM FOR INFO ON EXPO JUNE 22-24 2003