No matter how long you do a job, there is always more to learn.  I've found that this applies to the restaurant business in many ways.  There is always a new approach, a better product, a different environment, and new adventures to tackle.

When we opened our Wildfire Restaurant locations in the Chicagoland area and Minnesota, we were known to be a part of Lettuce Entertain You Enterprises, a Midwest based company with a great reputation and well-known founder in Rich Melman.  This association with LEYE meant that we knew our customers, and they knew us. 

In November of 2006 we expanded into unknown territory in the South, specifically Atlanta, Georgia.  We were excited to open up this area of the country that LEYE had yet to explore as it offered a different climate with fresh flavors to discover.  Recently, I joined my other Wildfire Partners and Rich Melman as we visited Wildfire Atlanta to check out the scene there.  It is a beautiful, inviting restaurant that is well managed by General Manager Alex Bebiak and Chef Matt Albertario.

As we begin to open Wildfire locations outside of the Midwest, we try to keep the original concept of a supper club while incorporating the regional differences.  During this "Wildfire summit" of sorts, we discussed ways to incorporate local produce such as Georgia peaches and pecans and local favorites such as corn bread, red velvet cake and fried chicken, just to name a few, into Wildfire.   The South has many delicious flavors that we look forward to integrating into our menu. 

At the end of it all, I came to the conclusion that Rich is in touch with the customer as much as the "business".  We spent a lot of time talking about taking care of the customer, and giving them a great experience that they will remember.  It's about great food, great service, and great atmosphere. 

All in all it was a very interesting trip.  Our heads are spinning with the energy that we all brought to the table, and the ideas that will keep our fires burning!

Here is a recipe for a delicious red velvet cake that we have recently developed.  Try it out!

From the wood-burning oven,