THE RAW BAR GOSPEL
According to Kevin Joseph, Master Mermmelier
I would contend that there really only a handful of ELITE oyster / raw bars in America. Less than 10. REALLY!
I would further say that as of Spring 2021 there are two kinds of places to get oysters:
1. Restaurants that ALSO serve oysters ( low value)
This is the case almost ALL of the time. One or two kinds of oysters on offer. Staff knows little about the oysters on hand or which ones are which on the platter you just ordered. These are the places that do $1 oysters. These places appeal to price-driven consumers.
2. Elite Oyster Destinations / True Raw Bars or VERY High End Seafood Restaurants with a sophisticated raw bar program ( high value)
These places offer an experience beyond the product. They deliver “discovery” and their service “edu-tains” the consumer to some degree. They maintain quite a few oysters from various regions and they have a staff that understands the difference between them. For starters. These establishments attract, retain and enchant high-value consumers who seek high-value product, services and experiences, whatever the cost.
WHAT IS THE DIFFERENCE?
It’s HUGE, as you’ll see below. Sadly, many people do not think they like oysters because they’ve only ever had one kind, managed poorly, served in a substandard way and delivered to the guest with absolutely no product knowledge whatsoever. THIS IS THE NORM! This is a disservice to all in the oyster industry and a missed opportunity.
WHY DOES IT MATTER?
It matters because there is a HUGE OPPORTUNITY TO DO THIS RIGHT, build value in the product, service and experience of ultra-premium oysters and leverage that for very significant food & beverage sales. THERE IS A HUGE BUSINESS OPPORTUNITY HERE. Also, oysters are not getting any cheaper to produce, distribute, store, manage and serve. Costs will go up. So will the price to the consumer. As prices rise the consumer has to continue to feel that there is value in the $3-$5 oysters they are buying in restaurants. The chef and restauranteur has to find ways to deliver that value.
Below are 35 ways that Elite Oyster Destinations or True Raw Bars are truly different and vastly superior in value to Restaurants that ALSO serve oysters and also maintain or build value in oyster service.
QUESTION: WHAT MAKES AN ELITE OYSTER DESTINATION OR A TRUE RAW BAR?
ANSWER: FANATICAL DISCIPLINE WITH THE BEST PRACTICES LISTED BELOW.
ALL SHUCKING IS VISIBLE & MADE TO BE A “SHOW”
SHUCKERS, SERVERS & CHEFS UNDERSTAND AND ARE ABLE TO EXPLAIN MERROIR FOR THE OYSTERS THEY OFFER
OFFER VARIETY: SPECIES, REGIONS, GROWING TECHNIQUES & FLAVOR PROFILES
ROTATE OYSTER VARIETIES CONSTANTLY AND OFFERS AT LEAST 8 VARIETIES AT ONCE
MAINTAIN A HOUSE EAST COAST OYSTER & A HOUSE WEST COAST OYSTER
MAKE THE RAW BAR AS VISIBLE AS POSSIBLE TO CONSUMERS WHEN THEY WALK BY OR INTO THE STORE
MAKE IT SUCH THAT GUESTS CAN SIT OR STAND AT YOUR OYSTER BAR AND EAT OYSTERS AND BE SEEN DOING SO
PRESENT AN OYSTER TRAY TABLE SIDE AS MUCH AS POSSIBLE (UPON SEATING, EVEN BEFORE THE DRINK ORDER IS TAKEN)
BE A LIFE-LONG STUDENT OF THE HISTORY, CULTURE, CUISINE, ECONOMY & ECOLOGY OF OYSTERS
CHEFS, SERVERS & SHUCKERS HAVE READ ALL OF THE 20 BEST BOOKS ABOUT OYSTERS
MAINTAIN A LIBRARY OF THE 20 BEST BOOKS ABOUT OYSTERS & SEAFOOD AT THE RAW BAR
BE A COMPLETE RAW BAR, NOT JUST AN OYSTER BAR.
NEVER RINSE OFF A SHUCKED OYSTER WITH WATER
NEVER DRAIN THE LIQUOR OUT OF AN OYSTER OR SERVE IT SO THAT THE LIQUOR SPILLS
NEVER STORE OYSTERS IN WATER OR ALLOW THEM TO SIT IN WATER
STORE AND DISPLAY WEST COAST OYSTERS CUP DOWN AT ALL TIMES
PRICE OYSTERS SUCH THAT YOU HAVE AT LEAST A 33% FOOD COST (OR BETTER) SO YOU CAN STAY IN BUSINESS
RECOGNIZE ULTRA-PREMIUM OYSTER SERVICE AS THE VECTOR FOR PREMIUM & PROFITABLE BEER, WINE & SPIRITS SALES THAT IT IS. LEVERAGE IT CONSTANTLY.
HIRE, TRAIN & TREAT SHUCKERS LIKE THEY ARE THE STAR OF THE SHOW, BECAUSE, THEY ARE.
ELIMINATE AS MANY ENTITIES BETWEEN DOCK AND DISH AS POSSIBLE AND BUY DIRECT WHENEVER POSSIBLE.
DO NOT PUT ALL OF YOUR OYSTERS IN ONE BASKET. SOURCE FROM SEVERAL, IF NOT MANY SUPPLIERS, ALWAYS.
UNDERSTAND AND SOURCE ACCORDING TO THE SEASONS
BE SUPER CREATIVE WITH ACCOUTREMENT & MIX THAT UP FROM WEEK TO WEEK
NEVER OFFER COCKTAIL SAUCE OR CRACKERS WITH OYSTERS AND UNDERSTAND WHY SO YOU CAN EXPLAIN THAT TO YOUR GUESTS. PROVIDE IT “UPON REQUEST”, HOWEVER.
FIND A HOT SAUCE OR TWO YOU LOVE ON OYSTERS AND KEEP IT ON HAND, ALWAYS. PRIVATE LABEL YOUR OWN IF POSSIBLE. PERHAPS MAINTAIN A LARGE COLLECTION OF HOT SAUCES THAT YOU LIKE, DISPLAY THEM AND SELL THEM
DONT BUY OYSTERS THAT HAVE BEEN WET STORED IN WATER OTHER THAN THE WATER THEY WERE HARVESTED FROM
KNOW THE STORY OF THE BLUE POINT OYSTER (AND WHY IT IS ONE OF THE MOST FAMOUS FOODS OF ALL TIME) BUT NEVER ACTUALLY SERVE THEM
KNOW THE STORY OF THE KUMAMOTO, BELON & OLYMPIA OYSTERS AND SERVE THEM AS OFTEN AS POSSIBLE
NEVER, EVER, EVER DECEIVE THE GUEST ABOUT THE ORIGIN / SPECIES OF AN OYSTER VARIETY. EVER!
GET CREATIVE WITH BRANDS. RENAME ANY OYSTER WHATEVER YOU LIKE WHENEVER YOU WANT, BUT DO NOT VIOLATE THE LINE ABOVE AND RESPECT ANY GROWER’S WISHES IF THEY INSIST ON THE USE OF THEIR BRAND NAME AT ALL TIMES
KUMAMOTOS: DO NOT CALL A SIKAMEA GROWN IN MEXICO A KUMAMOTO, CALL IT A MEXIMOTO OR A BAJAMOTO. IF IT’S GROWN IN CA CALL IT A CALIMOTO. A KUMAMOTO ONLY COMES FROM KUMAMOTO BAY JAPAN AND SINCE THAT ISNT AVAILABLE IN THE US, YOU REALLY CANT CALL YOUR SIKAMEA A KUMAMOTO. BUT THE KUMOS FROM TAYLOR SHELLFISH IN WA ARE ELITE. NOTHING ELSE COMPARES AND SINCE THEY’VE BEEN CULTIVATING THEM THERE FOR 100 YEARS, THIS IS THE ONE EXCEPTION TO THE RULE.
KEEP YOUR TAGS AND KEEP THEM HANDY FOR GUESTS TO SEE. USE THEM AS DECOR AND EDUCATE GUESTS WITH THEM.
DELIVERY DISCOVERY AT YOUR RAW BAR. DISCOVERY IS THE VALUE CREATED BY FINE DINING AND EATING RAW OYSTERS SHOULD BE TREATED AS A FORM OF FINE DINING, EVEN IF IT’S NOT DONE ON WHITE LINEN. YOU EAT AT HOME. YOU DINE IN A RESTAURANT. IF A RESTAURANT DOES NOT DELIVER DISCOVERY THEN THERE IS A GAP BETWEEN PRICE AND WORTH. THAT GAP IS VALUE. DELIVER VALUE WITH DISCOVER, SERVICE, PRODUCT QUALITY AND PRODUCT KNOWLEDGE.
NOV - MARCH: SERVE ALL 5 SPECIES AT ALL TIMES POSSIBLE
FEB & MARCH: SERVE NC GREEN GILLS
SOMETHING WICKED COOL THIS WAY COMES
The OysteRevolution began a while back. Now comes the quantum leap forward for oysters, oyster service and the raw bar experience.
To review, we currently have 2 options for oysters / raw bar:
Restaurant that ALSO serves oysters…the 99.9%)
Elite Oyster / Raw Bar Destination …the .01%
The next option is soon to become a reality: THE NEW AMERICAN RAW BAR.
This really does not exist yet. We’ve been experimenting with the model for years and we are about to bring it into existence. NARB incorporates ALL of the “Raw Bar Gospel” laid out below and operates as a RAW BAR that also serves MARINE CUISINE vs A restaurant that also serves oysters or even as an elite oyster destination within a full service seafood restaurant.