As you might guess, chain restaurants with units in the many hundreds or thousands lean toward standardization. The larger the chain, the more it regulates everything from menus to service, which creates the public perception of a homogenous and regimented operation.
This is the strongest at limited-service chains because every segment of the company-designed encounter between patron and server is at its most rote. Regulars are supposed to be addressed the same way as first-timers. Managers don’t encourage servers to recall a repeat customer’s favorite dish or how much ice she likes in her tea. That would only slow operations down-the kiss of death for a high-volume operation. If a server does become familiar with a repeat customer, that relationship could lead to special treatment, such as extra generous provisions of fries or special sauce, but interactions like these stray from the company line.
2. The price anchor. Menu consultants use this prime space for high-profit items, and price “anchors”, in this case the Le Balthazar seafood plate, for $115 (£70). By putting high-profit items next to the extremely expensive anchor, they seem cheap by comparison. So, the triple-figure price here is probably to induce customers to go for the $70 (£43) Le Grand plate to the left of it, or the more modest seafood orders below it.)
Word is filteringthrough the NYC food community that Kenny Shopsin has passed away. Together with his wife and children, Shopsin was the proprietor of Shopsin’s General Store, an iconic NYC restaurant, an establishment.
One evening, when the place was nearly full, I saw a party of four come in the door; a couple of them may have been wearing neckties, which wouldn’t have been a plus in a restaurant whose waitress used to wear a T-shirt that said “Die Yuppie Scum.” Kenny took a quick glance from the kitchen and said, “No, we’re closed.” After a brief try at appealing the decision, the party left, and the waitress pulled the security gate partway down to discourage other latecomers.
“It’s only eight o’clock,” I said to Kenny.
“They were nothing but strangers,” he said.
“I think those are usually called customers,” I said. “They come here, you give them food, they give you money. It’s known as the restaurant business.”
Kenny shrugged. “Fuck ‘em,” he said.
Kenny’s daughter Tamara published a memoir recently called Arbitrary Stupid Goal…I read it last month and loved it. The book is not only a love letter to her family’s restaurant and the old West Village (which is now almost entirely gone), but also to her father, who is featured on nearly every page.
“Pancakes are a luxury, like smoking marijuana or having sex. That’s why I came up with the names Ho Cakes and Slutty Cakes. These are extra decadent, but in a way, every pancake is a Ho Cake.” Thus speaks Kenny Shopsin, legendary (and legendarily eccentric, ill-tempered, and lovable) chef and owner of the Greenwich Village restaurant (and institution), Shopsin’s, which has been in existence since 1971.
Kenny has finally put together his 900-plus-item menu and his unique philosophy-imagine Elizabeth David crossed with Richard Pryor-to create Eat Me, the most profound and profane cookbook you’ll ever read. His rants-on everything from how the customer is not always right to the art of griddling; from how to run a small, ethical, and humane business to how we all should learn to cook in a Goodnight Moon world where everything you need is already in your own home and head-will leave you stunned or laughing or hungry.
Much love to the Shopsin family right now.
Update: Several people wrote in mentioning I Like Killing Flies, a 2004 documentary about Shopsin. There are a few clips of it floating around on YouTube. The NY Times filmed Shopsin making his macaroni and cheese pancakes, one of the hundreds of items on the restaurant’s menu.
The imaginary horizontal lines that circle the earth make sense. Our equator is 0°, the North and South Poles are 90°. Latitude’s order is airtight with clear and elegant motives. The earth has a top and a bottom. Longitude is another story. There isn’t a left and right to earth. Any line could have been called 0°. But Greenwich got first dibs on the prime meridian and as a result the world set clocks and ships by a British resort town that lies outside London.
It was an arbitrary choice that became the basis for precision. My father knew a family named Wolfawitz who wanted to go on vacation but didn’t know where.
It hit them. Take a two-week road trip driving to as many towns, parks, and counties as they could that contained their last name: Wolfpoint, Wolfville, Wolf Lake, etc.
They read up and found things to do on the way to these other Wolf spots: a hotel in a railroad car, an Alpine slide, a pretzel factory, etc.
The Wolfawitzes ended up seeing more than they planned. Lots of unexpected things popped up along the route.
When they came back from vacation, they felt really good. It was easily the best vacation of their lives, and they wondered why.
My father says it was because the Wolfawitzes stopped trying to accomplish anything. They just put a carrot in front of them and decided the carrot wasn’t that important but chasing it was.
The story of the Wolfawitzes’ vacation was told hundreds of times to hundreds of customers in the small restaurant that my mom and dad ran in Greenwich Village. Each time it was told, my dad would conclude that the vacation changed the Wolfawitzes’ whole life, and this was how they were going to live from now on — chasing a very, very small carrot.
The restaurant was Shopsin’s, no longerin Greenwich Village, and after a start like that, I read the next 80 pages without stopping. Really wish I’d heeded much advice to pick this up sooner.
“I dedicate myself to consuming all sorts of ideas,” says Shopsin, an avid reader and Internet crawler. “Eventually something inside me, probably skewed by my erotic feelings about breasts and things like that, assembles a product and just shoots it up.” For example, a recent item on the food blog Serious Eats about foods on a stick led to the State Fair combo plate: corn-dog sausage, s’mores pancakes and chicken-fried eggs. New dishes are printed on the menu the same day: “I spent almost $3,000 on toner in the last three months,” Shopsin says.
Shopsin’s, who closed their beloved eatery in the West Village last month, has updated their web site with plans to open in a stall at the Essex Street Market on the Lower East Side. (thx, janelle)
What does happen occasionally is that Kenny gets an idea for a dish and writes on the specials board — yes, there is a specials board — something like Indomalekian Sunrise Stew. (Kenny and his oldest son, Charlie, invented the country of Indomalekia along with its culinary traditions.) A couple of weeks later, someone finally orders Indomalekian Sunrise Stew and Kenny can’t remember what he had in mind when he thought it up. Fortunately, the customer doesn’t know, either, so Kenny just invents it again on the spot.
Shopsin’s has moved to another Village location since the article came out, but they’ve still got that big old menu. If you dare, feast your eyes on a tour de force of outsider information design, all 11 pages of the Shopsin’s General Store menu.
You want chicken fried eggs with a side of pancakes? Page 6. On page 1, there’s gotta be 100 soups alone, including Pistachio Red Chicken Curry. I lost count after 40 different kinds of pancakes on page 10. In amongst the kate, gregg, tamara, and sneaky pete sandwiches on page 2, you’ll find the northern sandwich: peanut butter & bacon on white toast. There appears to be nothing that’s not on the menu, although I looked pretty hard for foie gras and couldn’t find it. If they did have it, you could probably get it chicken fried with whipped cream on top.
- No cell phone use
- One meal per person minimum (everyone’s got to eat)
- No smoking
- Limit four people per group
On that last point, the menu has something additional to add (page 4):
Party of Five you could put a chair at the end or push the tables together but dont bother This banged-up little restaurant where you would expect no rules at all has a firm policy against seating parties of five And you know you are a party of five It doesn’t matter if one of you offers to leave or if you say you could split into a party of three and a party of two or if the five of you come back tomorrow in Richard Nixon masks and try to pretend that you don’t know each other It won’t work: You’re a party of five even if you’re a beloved regular Even if the place is empty Even if you bring logic to bear Even if you’re a tackle for the Chicago Bears it won’t work You’re a party of five You will always be a party of five Ahundred blocks from here a hundred years from now you will still be a party of five and you will never savor the soup or compare the coffee or hear the wisdom of the cook and the wit of the waitress or get to hum the old -time tunes among which you will find no quintets
— Robert Hershon
Love it, love it, love it, and I have to get my ass over there one of these days.
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