Il Gatto and the killer salad

I didn't have high hopes for Il Gatto, though I admit that it wasn't exactly fair. I had become totally bored with Figlio and was excited that a new concept was coming into the space, but for whatever reason I couldn't get too excited for it. I was however, excited to meet a few friends for dinner a few Fridays ago, though we were in the heart of Lent, and none of us could eat meat. We decided a pasta/seafood joint would offer enough variety to get us through, and figured it would be a good time to try Il Gatto.

The one thing I was willing to admit right off the bat, is that I like the ambiance and layout much better at Il Gatto. Thank God they did something about the bar. We perused the wine list and ordered a few glasses before jumping on the main menu. I decided I'd get a simple margherita pizza since I had heard their pizza was good and wanted to start the meal off with their isalata rucola. The salad, was quite simply, one of the best I'd had all year (The winter caprese at Broders' still take the cake). The greens were spot on, the dressing strong, yet not overpowering and the portion perfectly arranged. The cherry tomatoes and diced peppers provided a sweetness that helped offset the powerful, but pleasant citrus vinaigrette and the peppery arugula proved a bitter foil for the sweetness and tatartness of the lemon. Lastly, the grana padano rounded out this sweet, bitter, tart and salty plate. All of the flavors were loud, yet balanced by the power of their companions -- good company indeed.

I have to say that the fall off from there was fast. The pizza I ordered had a great crust with plenty of crackle, char and pull. The sauce, However, was about as entertaining as a Jennifer Aniston flick. The mozzarella, though homemade, was pretty pedestrian and the basil alone couldn't overcome the other short comings. A margherita pizza can be a thing of beauty built on simplicity, but this execution just fell short. A sample of Jessi's three cheese ravioli proved rich, strong and all-together overwhelming, wearing the senses out as quickly as an overly-hopped IPA.

So the experience was mixed, but I'll give Il Gatto another shot when I can go back and explore the menu a little more, but again, my hopes won't be too high, though I'd love to be proven wrong.

Happy Eating,

-Teddy

Restaurant Marketing Highs and Lows

Various reports claim that we have escaped the recession, and are on our way to recovery. I'm not 100% sure I buy into that yet, but I know things are looking up. It appears that many of my favorite restaurants (a industry hit very hard by the recession) managed to weather the storm, while a few good spots had to close down. I couldn't help but notice the increase in restaurant marketing over the last few months and feel that the swing was likely out of necessity for survival, but also due to the explosion of social media. Some of my favorite spots have a set up entertaining/informative blogs or Twitter accounts while many folks have taken on an entire social marketing strategy to keep customers informed/intrigued.

Punch Pizza may be doing the best job of this. They have a clear strategy, and have come up with an awesome promotional mix including deals for off-the-menu items, students, and just-for-the-hell-of-it promotions. They also hit you at several touch points engaging frequently via Twitter, Flickr, Facebook and email. I've taken advantage of a few of the promos they launched through multiple channels and have observed the success they've endured by waiting in line for quite some time to gather my prize. The design aesthetic and message stays consistent and on-brand and I have no doubt they are reaping the benefits.

Another example of great marketing/promotion is the Shefzilla blog from our friends at Heidi's. Not only do these guys create killer cuisine but they are also Twin Cities restaurant marketing pioneers. I find there blog extremely entertaining with topics ranging from the absurd, to the extremely relevant (especially for regulars like me hungry who want to hear menu updates) all while establishing dialogue around food and the Twin Cities dining scene. They also have a nice series on YouTube in which Stuart displays some of his awesome technique in a manner that foodies can both appreciate and apply. I also find the always entertaining Frank Thorpe an interesting addition on the bass.

Although, for every restaurant that does a nice job, there are others that bewilder - Parasole comes to mind. Don't get me wrong, they've built and impressive and lucrative roster of restaurants that I've dined in and enjoyed to various degrees. They've recently opened their dining club to free enrollment and their Sunday Supper series offers a good reason to take the family out on a typically slow restaurant night.

Then there's the Twitter account. I don't get it. A recent visit revealed the voice of their brand comparing sleeping with their first cousin to how low their wine prices will be when they open Il Gato in early November - sounds like a great message for families. Now, the absurdity doesn't stop there. I always page through the Southwest Journal when it hits my stairs, and I noticed a Burger Jones ad for the first time a few issues back. I can't remember the verbatim headline, but it was something to the tune of offering a good BJ (Burger Jones), but they obviously intended a play on words. Seems pretty immature for a local restaurant power, especially since the early Salut campaign was so creative.

Now, I realize, the ad and Twitter strategy has me talking here, and so in a way I'm playing into their hand, but it doesn't make me want to celebrate, or go to their restaurant any more then I would have had I not seen those promotions. To be honest, it's a bit of a turn off and could be detrimental to their brand. They've done great things in the past, but this is feeling a bit too much like that gross Paris Hilton and Carl's Jr. commercial, which clearly uses frat house appeal to try and sell something. I'm hoping they don't go too far with the Il Gato branding, because I'm thinking Uptown is in serious need of another good joint to help breathe a bit of life into that restaurant scene, and I know they can make it happen.

What are some of your favorite restaurants doing? Many premier chef's are building awareness and promoting a worthy cause through Tour de Farm... What else is out there? Seen/heard anything creative? I'd love to hear your thoughts on what you feel is making a difference.

Happy Eating,

-Teddy