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![]() Mass Appeal Resolution for a food revolution
I don't make New Year's resolutions, but I've got no problem making them
for others. Sure it's already three weeks into the year, but I'm gonna
make a resolution for chefs, and as I've learned, they're not always the
most scrupulous bunch. It's a good bet that whatever personal
resolutions many local chefs made for 2007, they've already been
violated like Ned Beatty's character in "Deliverance." So I propose a
new resolution, which requires no abstinence from sin or substance--I'd
like to see local food stars commit to making well-prepared, well-farmed
and creative food affordable in 2007.
Chicago may be a town adorned with well-heeled aristocrats, but the
core of our heart is still sausage-fingered blue-collar laborers and
ethnic itinerants, many who have only cleaned the detritus from the
tables that hold $300 meals. These everyday Chicagoans take pride in
ingenuity, culinary or otherwise, but they still crave value.
2006 was the year of Chicago food. Chefs Homaro Cantu, Grant Achatz
and Graham Elliot Bowles were featured in a trove of magazines from Fast
Company to GQ. Achatz's restaurant was named the best restaurant in
America by Gourmet magazine. With that spotlight comes an influx of
customers, coffers full of cash and a pretty tall soapbox. I know that
food-business margins are thin, and that we're not minting a cabal of
millionaires. Those who were lauded slaved away in hellfire kitchens
working ungodly hours. They should certainly bask in whatever spoils
come their way, but they shouldn't get spoiled.
Chefs in other cities have set an example. Thomas Keller, often cited
as one of the world's top chefs and who owns some of the most expensive
restaurants in America, is about to roll out his vision for a burger
joint in California this year. James Beard award-winner Tom Colicchio
opened up fast casual mass-market options like 'wichcraft in New York,
which serves up slow-roasted pork or grilled-cheese sandwiches with
black trumpet mushrooms. These sandwiches come at a $9 price tag, which
surely isn't cheap, but it's a hell of a lot more accessible than the
$46 Berkshire rack of pork served at his flagship restaurant Craft.
In Chicago, there have been stirrings. Rick Bayless of Frontera Grill
and Topolobampo opened Frontera Fresco at Macy's, serving rustic tortas
and tamales topped with small-batch salsas for $8 or less. Regarding
this democratization of food, Bayless recently told me, "I don't want
to turn my back on people who appreciate good food, but can't afford
those $300 meals."
Stephanie Izard, owner/chef at the acclaimed Bucktown spot Scylla,
announced a new menu with entrees priced under $20 and a bevy of $5 side
dishes. She says, "I've found a way to show my creativity, but to offer
things at a lower price point. You don't need to start with really
expensive ingredients to make something good. You should focus on
cooking it well, seasoning it well and being creative, so people have
access to reasonably priced food."
Much has been made of Paul Kahan's (of Blackbird and Avec)
forthcoming casual pork- and beer-focused gastropub. This is precisely
because, irrespective of the color of our collars, Chicagoans are a
hearty lot full of tavern spirit, and given a choice we'd rather come as
we are for good food and good beer at attainable prices from a great
local chef.
But for every Doug Sohn (of Hot Doug's) who brings his culinary
prowess to the masses with spiffy sausages and duck-fat fries, it seems
there are three more chefs contemplating the next $100 prix-fixé meal.
Two years ago, Charlie Trotter extended his empire with a posh spot at
an exclusive resort in Cabo San Lucas and he now plans a restaurant in a
Gold Coast hotel in 2007. The Gold Coast needs another luxury restaurant
about as much as Nicole Ritchie needs a Dexatrim tablet.
To be fair, Trotter's been an incredible philanthropist and he opened
Trotter's To Go, which offers a taste of his skill at attainable prices.
Still, I bet a local caterer and relative culinary unknown like Greg
Christian, who's trying to improve lunch for Chicago's school children
(chronicled in last week's cover story), could use a guy with Trotter's
momentum and might to make the change. At the very least I'd love to see
a Trotter tavern.
When I interviewed Chef Bowles last year and asked him about the
importance of making cuisine affordable, he said, "If I could fill this
dining room with a thousand people who were into what we were doing, why
would you want to limit it to twenty people? Not that it's food for the
proletariat or anything, but the more that people understand about food,
they'll pass it on to other people."
In 2007, I challenge our food stars to pass it on, to take those
well-deserved gains and reinvest them in making better food available to
many more.
Also by Michael Nagrant Outside the Lunchbox
Strawberry Fields Forever
Smitten by the Bite
The Final Meal
A Spark of Love
Zen Again
Get Sum
Cutting Edge
This Cow Don't Moo
Tapeworm Tour 2006
Riding the Pumpkin
Ain't No Sunshine
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