Chef Chat

Chef Chat, Part 2: How Do You Pronounce Giacomo's, Anyway?

In part 1 of our Chef Chat with Lynette Hawkins of Giacomo's, we discussed how it started out being a counter service restaurant. The customers didn't like it, though, and the restaurant is now 100% table service. Why didn't it work, though? We find out here in Part 2.

We also get three recommendations on dishes to try from chef Hawkins and talk about her best friends.

EOW: There are a couple of Italian places in town that have a counter service model (like Paulie's, for example) and it seems to work. Why didn't it work here?

LH: I think my big mistake was that I put [the names of the dishes on the menu] in Italian. Paulie's is simplified. It's in English and recognizable. Silly me, I have "orecchiette Giorgione" and no one can pronounce it much less figure out what the hell it is. I don't know what I was thinking. I was used to La Mora and forgot that "Oh, gosh. People understood the menu because the waiters were there to translate it for them." They had time to peruse the menu and weren't nervous because they were standing in line and people behind them were urging them to move on! That was a big mistake. Looking back on it, I wonder how I could have been so obtuse!

At the time it didn't even occur to me but now I know that's [the key] to successful counter service places. My menu needed to be explained. People needed to sit, relax and look at the menu at their leisure.

When I first opened, the counter service people were asking for lasagna, spaghetti and meatballs, pizza... Pasta Carrabba... (laughs)

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Phaedra Cook
Contact: Phaedra Cook