At the French Laundry in Napa Valley, Calif., meals begins with a miniature cone topped with a tiny scoop of salmon tartare with red onion cr me fra che. It is only a bite, but the whimsical form creates a lasting impression. As dining out becomes more of an event, signature dishes are increasingly prevalent and significant. Often, they simply are popular items that drive repeat business. But they can also grow into a brand, food that consumers associate with the concept, such as Outback Steakhouse's Bloomin' Onion appetizer.
Insignia food can also become the bedrock of a concept.
The goal is to become the gold standard. The signature tagline can be tossed all over the menu, but most chefs acknowledge that such dishes mean nothing if no one orders them. People don't like change too much. They like what's familiar and the idea of a different preparation. For The Clubhouse, that translates into Asian seared ahi tuna with hoisin miso sauce, stir-fried vegetables and wasabi aioli, lamb chops crusted with macadamia nuts served with roasted garlic mashed potatoes and portobello carpaccio.