|
| For Immediate Release |
Contact: Andy Deloney |
June 27, 2008
|
517/377-3931 |
Michigan Restaurant Association Members Receive Kudos
LANSING, Mich. - The Michigan Restaurant Association (MRA) announced that two of its members received recognition from the industry. East Lansing, Mich.-based BIGGBY Coffee has been named a 2008 national finalist of the National Restaurant Association’s Inspiration Award. Eve Aronoff, Chef/Owner of Ann Arbor, Mich.-based eve - The Restaurant, has been invited to cook at the James Beard House in New York on August 5.
BIGGBY COFFEE Inspires Loyal Customers
When recognizing BIGGBY COFFEE as a national finalist for the Inspiration Award, the National Restaurant Association commended the coffee company, stating that “doing the right thing takes courage, sacrifice and fortitude — all things BIGGBY COFFEE showed when it decided to undergo a major brand change to avoid any hint of insensitivity.”
BIGGBY COFFEE underwent a major brand change after its owner, Bob Fish, learned that the original name, Beaner’s Coffee, was considered derogatory to Hispanics. When Fish opened his first coffee shop in 1995, he chose the Beaner's name as a reference to coffee beans and something easy for customers to remember.
As the chain grew, Fish said he increasingly heard comments about the Beaner's name and, in September 2007, he took action by announcing the change to BIGGBY COFFEE, a phonetic spelling of the company’s trademark “B” logo.
The name change cost the company more than $1 million to convert materials and signs in its more than 150 stores. It also paid dividends in terms of positive feedback from the Latino community thanking BIGGBY for its sensitivity.
"The transition to BIGGY has been awesome. I have not regretted making the decision, and it has created a lot of good dialogue," Fish said.
The Inspiration Award recognizes a company that exhibits leadership and vision as an advocate of diversity and inclusion, and provided opportunity for others to pursue their dreams.
Michigan Chef Invited to Cook at James Beard House
Chef/Owner Eve Aronoff, of the Ann Arbor restaurant that bears her name, has been invited to cook at the James Beard House in New York on August 5.
The mission of the James Beard Foundation is “to celebrate, preserve, and nurture America’s culinary heritage and diversity in order to elevate the appreciation of our culinary excellence.” In keeping with the mission, chefs are invited to cook and present workshops at the Beard House to Foundation members and the public.
Aronoff began cooking professionally while attending Brandeis University in Boston. She attended Le Cordon Bleu in Paris where she received diplomas in French Cuisine and Wine and Spirits.
“I believe in the philosophy of French cooking. To me that means making almost everything from scratch, following the seasons and savoring and caring about the food,” said Aronoff.
In Aronoff’s cookbook, Eve: Contemporary Cuisine / Methode Traditionnelle, she was applauded by celebrity chef Mario Batali. “"Every time I travel to Michigan I stop by Eve's exquisite restaurant, which makes the long car ride all the more worth it. Eve's unequivocally divine technique paired with seasonal foods creates the ideal balance of what makes a meal perfect,” said Batali.
Chefs are invited to cook at the Beard House after being selected by the Foundation’s Chef Selection Committee. Criteria for selecting a chef include: national or regional reputation, as evidenced by media (electronic, print, television, radio) and resume/biography; known use of high quality, seasonal, and/or local ingredients; and demonstrated excellence in a particular discipline, such as regional, ethnic, or pastry.
“We are proud of all of the good works our Michigan Restaurant Association members do,” said Rob Gifford, president and chief executive officer of the MRA. “We are especially proud that Michigan is where BIGGBY COFFEE and Eve Aronoff do business, and the state they consider home.
The Michigan Restaurant Association (MRA) is the recognized leader of Michigan's hospitality industry, providing essential services to the foodservice community. Founded in 1921, the MRA represents more than 4,500 Michigan foodservice establishments. The industry plays an integral role in Michigan's economy, employing more than 423,000 people and creating more than $12.8 billion in annual sales. For more information please call 800-968-9668.
|
