That's why people come. And why they come back. This tends to create two very different kinds of problems. And in the opposite direction of the problem, corporate thinking tends to demand a bland and unimaginative menu because that kind of food is easily duplicated. Either extreme misses Fertitta's secret recipe for restaurant success.
Daily specials are also important to the menu mix, bringing in repeat business.
But food costs of 36 percent must be factored into the profit equation, which is the price of Fertitta's focus on food quality. This is a considerably higher cost for food and ingredients than the restaurant industry average, according Restaurant Hospitality , a trade journal that covers the dining industry Repeat business and high volume is essential when it is also considered that Aquarium's payroll includes a full-time marine biologist and several assistants to attend to the fish and the complex aquarium systems. Fertitta tells E.S.P. that he definitely plans to open one new Aquarium a year with major cities like Chicago and Philadelphia in mind. Orlando and Vegas have also been considered, but Fertitta emphasizes that he wants Aquarium to function as both a special event venue and as an everyday local dining spot. The menu has been designed to offer very special meals along with basic good food with prices accessible to all.