at The Food & Wine Classic in Aspen

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AMERICAN EXPRESS RESTAURANT TRADE PROGRAM

at The Food & Wine Classic in Aspen

For two decades, the American Express Restaurant Trade Program has been a unique opportunity for restaurateurs to learn, taste, and network with those who shape the world of hospitality. The Restaurant Trade Program’s 20th anniversary in 2009 featured some of country’s most successful and experienced chefs and restaurateurs, who candidly shared their expertise and opinions. A summary of the 2009 seminars:

Meet the Legends: 20-Year Retrospective. A candid discussion about how the role restaurants play has changed and opportunities for the future.

Danny Meyer, president, Union Square Hospitality Group

Jacques Pépin, celebrity chef and author

Alan Stillman, founder of TGI Friday’s, Smith & Wollensky, and Fourth Wall Restaurants

PERFECT PAIRING: Balancing Creativity and Commerce. A look at how successful entrepreneurs develop concepts and structure their businesses to bring them to life most effectively.

Joe Bastianich, restaurateur and winemaker

Bobby Flay, chef, restaurateur, author, and Food Network host

Steve Ells, ceo, Chipotle Mexican Grill

Traci des Jardins, chef/partner, Jardinère

THE MONEY EQUATION: Evaluating Obstacles and Opportunities. A conversation about risks, opportunities, and potential rewards in today’s economy.

José Andrés, executive chef and restaurateur, ThinkFoodGroup

Mario Batali, chef, restaurateur, television personality, and author

Michael Kaufman, past chairman, National Restaurant Association and co-president, Enovo Restaurant Ventures, LLC

Julia Stewart, ceo/chairman, DineEquity, Inc.

HOME-GROWN TALENT: Investing in the Future. An exploration of the mutually beneficial relationships between mentors and protégés in the kitchen and dining room and the value of investing in developing their talent.

Paul Kahan, chef/partner, avec, Blackbird, and The Publican

Barbara Lynch, chef/owner, Barbara Lynch Gruppo

Drew Nieporent, owner/ceo, Myriad Restaurant Group

Jonathan Waxman, author and chef/owner, Barbuto

MEDIA TRAINING: How to Successfully Navigate Any Media Interview. A how-to session on successful interactions with the media.

Steve Dolinsky, founder, Culinary Communications and food reporter

Ming Tsai, chef/owner Blue Ginger and host/executive producer, Simply Ming

Michael Symon, chef/owner, Lola, Lolita, Roast, and Bar Symon

SOMMELIER SPOTLIGHT: Rare Vintage Round Table. A tasting seminar with the opportunity to experience and discuss some unique wines.

Robert Bohr, wine director, Cru

Ray Isle, deputy wine director, Food & Wine

David Lynch, sommelier and author of Vino Italiano

2010 Restaurant Trade Program

Join us in Aspen from June 18-20, 2010 for the 21st Annual American Express Restaurant Trade Program. Attendees will gain insights on the latest trends and best practices to advance their businesses, as well as new Trade-Only Power Lunches designed for mingling with fellow attendees during lunches prepared by some of the Classic’s top talent. For program updates, to learn more, and to register, visit foodandwine.com/classic.

	Introduction A Letter from Curtis Wilson, VP/General Manager, Restaurant and Lodging Industries American Express and the Restaurant Industry American Express Value Story
	Chapter One: Purchasing Powers Introduction Strength in Numbers Going Local Local Knowledge Purchasing Practices
	Chapter Two: Technology Matters Introduction Customers and Restaurant Technologies Taking Your POS to the Next Level Innovative Customer Interface Feedback on the Fast Track
	Chapter Three: Saving Green Save Your Energy Introduction Green to Go Baby Steps, Big Impact Marketing Green Briefing References
	Chapter Four: The Employee Equation Keep the Focus on Training Cutting Labor Costs Introduction Learning to Let Go: Trimming Your Workforce Legal Sidebar Building Morale in a Down Economy Morale-Building Ideas
	Chapter Five: Smart Marketing in Tough Times Communicating with Cautious Customers New Age Marketing: social networks and cell phones Introduction Sales Forces How To Sell More in a Slow Economy
	Chapter Six: Consumers and the New Value Equation Introduction Opening the Door to More Business Industry Outlook New deals: value and cost-conscious consumers
	Chapter Seven: Building Loyalty Introduction The Employee Connection Developing Loyalty – One Customer at a Time Turning Customers into “Members” The Power of Committed Customers
	American Express Restaurant Trade Program
	American Express Partners and Services
	Sources
	Acknowledgements

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