A Chocolate Chip Cookie Can Change Your Life
The chocolate chip cookie may be one of the most well-known accidental culinary innovations in the world. While baking cookies for the guests at her inn, Ruth Wakefield unknowingly—at the time—invented America's favorite cookie.
Wakefield and her husband Kenneth acquired the Toll House Inn in 1930. In 1937, while preparing her butter drop cookies, Wakefield ran out of baker's chocolate. The baker, known for her desserts, decided to cut up a bar of Nestles semi-sweet chocolate and bake the cookies. The bad news was the chocolate didn't melt; the good news (for everyone) was the chocolate didn't melt.
Today, the chocolate chip cookie is the top-selling cookie in the country. All because of a stressful kitchen moment.
When I acquired the space that would eventually become Chez Foley, my Minnesota faux-French restaurant, there was a box of Otis Spunkmeyer chocolate chip cookies in the walk in. Once the restaurant opened, I baked the cookies and gave them away to customers as they were leaving. It was my rendition of the candy dish on the host stand, and a practical way to get rid of food that didn't fit into the concept of my menu.
After the cookies were gone, I ended the practice until I received so many requests from customers—the cookie was an addictive candy dish replacement—I began the ritual daily. Before lunch and dinner I would have a waiter make the scoop and bake cookies, and then place a covered dish on the bar for guests to enjoy on their way out.
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The waiters put up a little resistance at first until they realized the baker has the opportunity to try a cookie. Eventually, the 22-minute task was the most sought after side work responsibility. I am sure Mike Benno, who was a tremendously talented Chez waiter, sold that side work task more than once.
One day while in a meeting with Kranston at the restaurant, I could smell something burning. I asked Benno if he had cookies in the oven. He did and they were burning. Upon my slight reprimand the waiter replied, "Chill out. We have more." I rapidly learned the need for a food cost/product waste meeting with the staff.
Eventually, the tenants and employees in the area office buildings were stopping by mid-afternoon to purchase cookies. It was not strange for a three, four, or six cookie sale to occur when the restaurant was closed between lunch and dinner. They were a huge hit, and became a profitable signature gesture.
With the festivities of the holidays surrounding us, it may be the perfect time to initiate the complimentary cookie program. They do not have to be gianormous. They do not have to be made from scratch. A scoop-and-bake cookie is a great product. It's easy to use, quick to bake, and your customers will love them and remember the gesture.
Order a bucket of chocolate chip scoop and bake and watch your customer's reaction. If it works, keep it up the tradition. You could be come known for that complimentary cookie.
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