When I first returned to Hatteras island from culinary training in Philadelphia, long before Rusty Surf and Turf, I landed at a spot called South Shore Grill. One night, I decided to share one of my favorite dishes as a special: beef bourguignon, a French farmhouse dish I love. It’s braised beef with pearl onions, beef marrow, and a rich red wine broth—comfort food with a fancy edge.
That evening a regular customer asked to see me, so I stepped into the dining room, which I’ve never enjoyed. He leaned in and said, “We don’t go for that chefy, saucy sauce stuff around here.” Ouch. That night, I sold maybe one plate—maybe none.
The next day, I rebranded it. I told the servers to pitch it as “tender beef with red wine gravy.” Same dish, different name. Sure enough, that same customer called me out again. This time, he grinned and said, “That was the best damn gravy I’ve ever had!” we also sold out.
It was a lightbulb moment: know your audience. I learned to balance the line between intriguing and familiar—what I call “optimally different.”
Tonight, I’m serving that same tender beef with red wine gravy as a special. Bon appétit!
When I first returned to Hatteras island from culinary training in Philadelphia, long before Rusty Surf and Turf, I landed at a spot called South Shore Grill. One night, I decided to share one of my favorite dishes as a special: beef bourguignon, a French farmhouse dish I love. It’s braised beef... See More
When I first returned to Hatteras island from culinary training in Philadelphia, long before Rusty Surf and Turf, I landed at a spot called South... See More
