• FQAM Online: Volume Two
• Variety
  • Differentiation: Where the Profits Are
  • Innovation with Latin Flavors
• Sustainability
  • What Can Food Service Do?
  • Conquering "Can't-Be-Done" Thinking
• Flavor
  • The Mechanics of Taste
  • Flavor Experiment
• Innovation
  • What's New? What's Next?
  • Sandwiches with a Vietnamese Accent
• Online Marketplace
• Resources and Recipes
  • Conference Resources
  • Moroccan Charmoula
  • Romesco Sauce and Romesco Vinaigrette
  • Harissa Vinaigrette and Mayonnaise
  • Vietnamese Sandwich
  • Vietnamese Braised Pork
  • Marinated Daikon and Carrots
  • Coriander Vinaigrette
• FQAM Online: Volume One

Celebrity Chef Innovates with Latin Flavors

Why do people keep coming back to Santa Monica's Border Grill after all these years? (The restaurant opened in 1985.) Why was Ciudad, created by the same partners, an instant hit in Los Angeles? Susan Feniger, the two restaurants' co-chef and co-owner, believes that it's because she and her partner, Mary Sue Milliken, give diners a taste experience that they don't forget. They challenge their customers without scaring them—luring them to new tastes by pairing the new with the familiar.

"You can sneak an interesting or unusual flavor onto something people love, like chopped salad," says Feniger. "Part of our mission is to educate people, but we've got to get them to eat it."

Some examples, from Border Grill and Ciudad:

• Quinoa, prepared like tabbouleh, and served under grilled fish or as a side for sandwiches
• Tacos filled with slow-cooked lamb shoulder
• Grilled sausage sandwich in a baguette with Argentine chimichurri sauce
• Caesar salad with fried green plantains
• Chipotle mayonnaise on sandwiches and Mexican tortas

"Tweak the experience," urges Feniger, "so that when they leave, they remember it." Instead of offering the usual chicken tacos, Feniger and her staff make panuchos, thick tortillas stuffed with black beans and fried, then topped with shredded chicken, an authentic dish rarely seen elsewhere. Especially at lunch, Angelenos love entrée salads, but what chef wants to make another grilled chicken Caesar? Feniger satisfies these salad eaters with her pounded skirt steak salad, flavored with chimichurri and topped with a fried egg and pickled onions. It's a unique dish that brings diners back.

Don't overlook innovation in the beverage department. Creative drinks are part of the dining adventure—and part of the memory. Feniger's customers can sip a fresh limeade with their lamb taco, or fresh watermelon juice, or a refreshing sweet-tart concoction of pomegranate puree, lime juice, simple syrup and soda water.

The many novel experiences that Feniger and Milliken create for diners "are going to make their memory of our restaurant stronger," says the chef. And being top-of-mind among your customers is one proven recipe for success.