Chain Leader

Lane Cardwell

Creativity? Phil it Up!
May 28, 2008

One of the more creative minds in the restaurant industry spoke to a gathering of marketing executives in Chicago a couple of weeks ago. Phil Roberts, founder of Parasole Restaurant Holdings, was a breath of fresh air after the group had the professional crap scared out of them by the Yankelovich Monitor president, Dr. Walker Smith, and his presentation on current consumer attitudes. Phil’s talk reminded many in the room why they love this industry so much. It is possible to have a lot of fun while you do your job well. We knew we were in for an adventure when Phil asked a mother in the audience to please take her young child out of the room before he started his non-PC presentation.

Listening to Phil speak, I couldn’t help but be reminded of my 10 years of working with another creative Phil. Phil Romano employed a lot of the same approaches to restaurant creation and promotion as Phil Roberts. The importance of authenticity as a starting point, not a destination. The need for breaking through the clutter in an effort to be noticed. Restaurant creation as an expression of art for commercial purposes. The importance of getting the brand right when you start, because it only gets diluted as time goes by. Edgy humor as a way of differentiating a startup concept from the corporate chains with which it will ultimately compete. I don’t know if the two Phil’s have ever met, but they sure approach restaurant creation in a similar fashion.

Phil Roberts, through Parasole Holdings, has an impressive array of restaurant creations to his credit. Buca di Beppo was started in 1993, and spun off in 1996. Oceanaire Seafood Room was started in 1999, and spun off in 2002. Parasole Holdings still owns and operates six concepts:

Manny’s—A New York-style steakhouse ($10 million per year and slated for expansion)

Chino Latino—Street food from the hot zones around the globe ($7 million per year and  to be expanded)

Salut Bar Americain—A neighborhood French joint

Figlio—A contemporary “Cal-Italian” bistro and bar

Good Earth—A casual restaurant serving naturally made food

Muffuletta—A neighborhood bistro with a flair for global ingredients and flavors

I won’t try to paraphrase Phil’s one hour presentation in two paragraphs, but he is a big proponent of separating the creation of a concept from the rollout of a concept. Phil was interviewed last year in Chain Leader about knowing when it is time to pass the baton. His answer, which was similar to his presentation remarks:

"A successful national concept has two sets of DNA: left brain and right brain. As an entrepreneur, I get jazzed by conceiving and growing concepts. I’m passionate about recipes, trade dress, uniforms, music, lighting, presentation. What matters to me is creating a culture that’s interesting, engaging and alive. But that only gets you so far.

If you’re going to go national, you need to find a left brainer who will bring the same amount of passion to financial controls, labor costs, insurance, real estate, etc.

So how do I know when it’s time to turn my concept over to a chain expert? When the concept has grown to the point where I’m just repeating myself, and after I’ve found an operator who can grow the business without screwing up the culture."

Phil travels extensively, eats everywhere and everything, and maintains a 35,000 image photographic record of his journeys that he references when working on new concepts. Table top settings, glassware, food presentations, decor, signage, uniforms, and more, all are part of the source book that he will turn to when looking for inspiration and ideas. When the restaurants of the world are your palette, your concept has a chance of being fresh and unique. 

Phil’s parting comment on why most restaurants in Minneapolis/St. Paul aren’t as adventurous as others around the country, “Too much Lutheran DNA floating around.”

Posted by Lane Cardwell on May 28, 2008 | Comments (5)