Chef Chatter

Chef Chatter: Thinking outside the (to-go) box

Gan Suebsarakham, the co-founder, co-owner and executive chef for Pop Pie Co. and Stella Jean's, discusses why all operators, even a chef, should care about packaging.

Provided

November 11, 2019

Editor's note: Chef Chatter is a series featuring chefs-authored blogs. If you'd like to write a Chef Chatter blog, send your idea to Cherryh Cansler at editor@fastcasual.com.

I'm sure it'll come as no surprise to anyone that opening a brand-new restaurant concept is tough work, long hours and a seemingly endless to-do list. Besides coming up with your menu and recipes, securing the necessary permits and finding the perfect location, there are so many smaller details to be figured out as well that are often overlooked.

However, these details have the power to take a blossoming brand and help catapult it into a recognizable household name. From the interior design of your restaurant space to your menu graphics to your merch, cohesion and creativity aren't to be shoved to the side when opening a new restaurant. Yes, many other things may feel like they take precedent, but make sure you don't neglect those more minor details.

If you can't find It, make it yourself
When my partner Steven Torres and I opened our first Pop Pie Co. location in San Diego in 2016, the original location was so small that we knew we'd have an emphasis on take-out orders so it was imperative that we come prepared with proper takeout containers. Especially with San Diego being such an outdoorsy city, we wanted our to-go packaging to be able to be taken to the beach, to the park or even just in the car. We wanted to have an answer ahead of time to avoid any potential takeout trouble.

We knew we didn't want to just have plain, cardboard to-go cartons for our pies. We also knew that, because our savory pies are individual-sized, we wanted the to-go containers to be accessible enough for people to be able to eat their pie and side straight from the box. We racked our brains to think of to-go packaging at any other establishment around town that checked all the boxes we wanted our packaging to check. But we couldn't find anything! So, we took matters into our own hands. We combined various elements of different boxes we saw from our research that we liked, and custom created a box especially for our needs.

Putting on my businessman hat, I reached out to a Canadian company, worked with a local San Diego-based hand-lettering artist to design the outside of the boxes and called on other existing business relationships to make the to-go boxes of our dreams.

The final product features a rectangular cardboard tray that slides into an outer shell and is big enough for a pie and a side or two savory pies. It keeps the pies piping hot when closed and acts as a personal tray when slid open. It has a grease resistant barrier so it's safe to set on car seats or laps without leaving a mess. It has our logo and slogans, "Eat Pie & Be Happy" and "In Pie We Crust" all over in beautiful calligraphy, complete with cute personalized illustrations. The boxes are an extension of our brand and I'm proud every time I see one of them leave the restaurant.

Devil's in the details
I think restaurateurs sometimes forget about tiny details — like to-go packaging. But I also firmly believe that it's these tiny details that builds a memorable brand and successful restaurant. If you have a vision for something, don't compromise what you want simply because it may take a bit more time and effort to complete. If you don't see it, make it yourself. If you can't do it on your own, ask for help from your business connections. Utilize the local artists and artisans in your own community. Collaborate and create something revolutionary.

Getting excited and creative about the simple things can help your restaurant stand out from the crowd. Especially at a time where new and exciting concepts are popping up daily, a commitment to innovation and creativity is often what's necessary to get new patrons through the door and coming back again.

Gan Suebsarakham is the co-founder, co-owner and executive chef for Pop Pie Co. and Stella Jean's. He runs both concepts with his husband and business partner Steven Torres, who acts as operations manager for both concepts. Gan is originally from Khon Kaen, Thailand and his kitchen creations are often inspired not only by his Thai roots, but by global cuisine as well.

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