Matthew Robinson's Blog

We are always on the hunt for great food, friendly people and new perspectives. When we get all 3 of these in one place it really is a WOW moment. Faraz and Nima Ghorbani have succeeded in creating just such a place in Amsterdam, The Netherlands – Omelegg! Omelegg, The Netherlands first omeletterie, is a restaurant at its best. The food is simple and delicious and the service is some of the best in the city. If ever you are in Amsterdam, Omelegg is a certain stop for breakfast or lunch. Even if your not hungry, swing by for a cup of coffee and a chat with Faraz and Nima. Their friendly and welcoming demeanor makes Omelegg a great spot to check out.

In the Knickerbocker Glory spirit of searching out new perspectives, getting to know more people and spurring on conversation, we asked Nima and Faraz to answer a few questions about themselves and Omelegg. They were happy to oblige.

So please welcome the Owners and Chefs of Omelegg in Amsterdam, The Netherlands – Faraz and Nima Ghorbani

Tell us a little about yourselves – background, education, where are you from?

We, Faraz & Nima are two brothers, two friends but above all two partners. We take our ideals very serious and with our no-nonsense mentality, we believe that no dream is too great to realize. Our goal is not so much the financial benefits of doing business, but rather freedom, independence and proper time-expenditure. As ambitious as we are, we will keep it calm and never let our ambitions exceed our principles.

As far as education concerns we followed kind of the same path but in a different period. We both followed the bachelor of International Business Studies, and one of us also completed a master in Business Studies.

What gave you the idea to open an omelet shop? And how did you come up with the name?

The idea of starting a business together originated already some years ago, mostly because of our strong common believe that working for one’s self is a much better substantiation of “freedom” in life as opposed to building a career.

Nima and Faraz – Nice Guys and Owners of Omelegg in Amsterdam.

So, some years ago, we started with building websites for companies and launching an e-commerce website with herbal tea and food supplements, all of this alongside our studies and jobs. However, soon after that we found out that even though the online world is exciting and fun, we rather spend time in starting a tangible business. And given our interest in food and a slight obsession with cooking the choice was made pretty fast to get into the restaurant business.

Looking back, we still cannot pinpoint the exact moment that we came up with this idea, but at some point it just popped into our mind that there is no designated place where you can eat something as simple as an omelet in different variations. However, it took a while to realize how, potentially, great of an idea this could be. From that point on we started contemplating about what it should look like, who would be interested, where would it be located an so on… and finally after a period of 6 months looking for suitable locations we found a very appropriate shop for Omelegg to grow its roots.

The name was created pretty soon after seriously thinking the concept through. Simply bumping the words omelet and egg together created enough spark to form Omelegg.

Omelegg is recognized as the first omeletterie in the Netherlands. Do you think eggs are on the cutting edge for the Dutch scene?

Everything that is as “simple” as eggs has the potential of becoming cutting edge when it is presented well. But, we believe that eggs on their own are not the deciding factor here, although eggs are one of the most beloved ingredients throughout the world. This fact on itself was one of the reasons we took this simple concept very seriously, because regardless of any major religion or culture and its accessibility eggs are very popular. We think that it is the versatility and compatibility of eggs with a wide range of ingredients that makes it so beloved. But to answer your question, it is very well possible that omelets become nearly as popular as pancakes in the Dutch scene.

Omelegg is in Amsterdam. What do you think about the food scene there?

It’s getting there… Generally if you look at the Dutch food culture, it’s lacking the necessary body to even be considered as a culture on its own. However, in the past years Amsterdam is witnessing some serious shifts in the food offerings. Going out to eat and drink is becoming more and more important and it’s embedding with the culture in a creative and artistic way instead of being a simple social activity. This is what we think Amsterdam needs the most to live up to its cosmopolitan reputation.

The Ingredients are always fresh at Omelegg!

What is your vision of what you are trying to accomplish with Omelegg? What is the over riding experience you are giving your customer?

Our ambition is to create an atmosphere that takes you back into times where nature was an important part of our lives and food was honest by definition and not labeled to be something that it’s not.

They have to feel at home! We cannot emphasize more on this fact, and our team at Omelegg all know how much we value this. And the funny thing is that it’s so easy to achieve this, because we do not see the people entering Omelegg as customers, we see them as our guests, and we treat them accordingly as if they are guests in our house. Unfortunately in our experience this is lacking in so many places where we go, even a simple hello is hard to get in a lot of places these days. So, at the end it comes down to exceptional service.

What is your earliest food memory?

Nima: Rice-pudding

Faraz: Yogurt with dried mint leaves and cucumber

As people who are interested in food, who were your early role models?

Faraz: I have had never a role model to be honest, and especially not on a culinary level. However, I very much admire the works of Bill Granger and Jamie Oliver.

Nima: Frankly I love food by nature. Back in 2005 when I got my own place I started experimenting with whatever I had access to and what I could afford. Limitation unleashes creativity! Nevertheless I truly appreciate the BBC channel when it comes to cooking programs.

You have an omelet of the week. What do you use for inspiration to create the dish?

We basically try different omelets every week with ingredients we personally like. Also, we take into consideration seasonal influences and holidays. And sometimes we find some fresh ingredients on the market and experiment until we create a tasty Week Omelegg.

What is your favorite omelet? What is the most popular omelet ordered?

Faraz: Dates, some serious energy booster.

Nima: Spicy Mariachi (Jalapeños), the spicier the better.

Most popular: Farm Boy and the Popeye (spinach).

You sell a peanut butter and banana omelet. How did you come up with that dish and has it been popular?

We were familiar with the two ingredients being used together in sandwiches and even warm dishes, so we taught let’s try it, just for the fun of it. To our surprise it turn out to be a seriously tasty combination together with the egg.

What is next for Omelegg?

Our dream with Omelegg is to expand in the near future. At this point, to be specific, we would like to create Omeleggs strictly in capital cities. However, you never know what the future will bring, but we are confident that we can push it in the direction we would like to ☺.

Omelegg! Definitely worth a visit!

Check out Omelegg’s customer reviews on Trip Advisor and YELP! Omelegg can also be found on Facebook at www.facebook.com/omelegg. 

 

 

 

Have you been to Omelegg to see Faraz and Nima? Do you have any questions for them? Do you have a favorite omelet? Lets us know all about it in the comments or in the contact form.

I am really pleased with the great response the book is getting! Another FANTASTIC review has been published for Knickerbocker Glory: A Chef’s Guide to Innovation in the Kitchen and Beyond at Jen’s Blog of Random Thoughts! Thanks for the great review!

Get Your Copy Here!

Getting new perspective is the foundation for innovation. If we want to create something new we need new ways to look at the issues at hand. On of the best ways to get new perspectives is to talk with experts. Expert insights can help us make all sorts of new connections throughout the whole innovation process. They are a powerful way to bring stimulus to our innovation efforts and are a good foundation for creating new ideas and, ultimately, WOW moments. Plus, it is just fun to get to know people.

To help spur more conversation and connections with experts, this blog will highlight guests in a variety of different areas of expertise.

Today’s Guest: Owner and Executive Chef at Via Emilia in New York City – William Mattiello

Chef William with a pan to make Borlengo, a bread traditionally made in Modena

1. Via Emilia specializes in cuisine from Modena, Italy. What are the characteristics of this cuisine that differ from other Italian cuisines?

The Modenese-style lasagna is a great example of the distinct cuisine from Emilia-Romagna: besciamella sauce made from parmesan cheese, pork and beef on three layers of fresh spinach-dough pasta. It’s rich and filling food, meant to fortify you with maximum taste.

2. One thing that is very special about Via Emilia is that it specializes in Lambrusco, a fantastic Italian wine of Modena. Most people don’t seem to think it is very good. The world is wrong about Lambrusco – why?

One major reason Lambrusco hasn’t had a high profile is the lackluster marketing efforts made for US consumers in the 1970s. Over in Italy, we had the great stuff that I sell today in Manhattan, but here (the US) at that time was getting some sickly sweet wine-cooler type stuff. That effect made Lambrusco a “prom night” drink and the impression stuck. I started importing Lambruscos in order to change perceptions about it, to really show the range and complexity of this particular region’s wine.

3. What should people look for in a good Lambrusco? What is your favorite?

I prefer, in general, traditional style Lambrusco: earthy, dry, and dark. One of my favorites is a complex one made by Vittorio Graziano, the Fontana dei Boschi. It tastes like the vine grew down into an old wine cellar, very gritty. Not for beginners!

4. When you create a new dish, where do you look for inspiration? Your Modenese Italian roots? Are there other places you find it?

Inspiration happens different ways. Sometimes it’s just going to the Union Square farmer’s market and seeing what’s fresh. We have some interesting dishes based around fresh figs. I also never get tired of exploring the history of noodles, which came to Italy from the Orient. My wife’s family is Japanese, and dishes like the Spaghetti Neri con Calamari reflect the link across cultural tastes for noodles with seafood, which she says the Italian got from the orient. Let her think that way….

5. What is the latest new dish you are offering at the restaurant? How did you come up with it?

Tagliolini pasta Renaissance style. I was reading about the feasts that Modena had when it was a dukedom and I came up with an idea for sweet and salty. My daughter was eating figs and after a few tries, with butter and parmigiano I added lemon zest…and that’s it.

Via Emilia specializes in Lambrusco, wine from the Lambrusco grape gown in the Emilia Romagna region of Italy.

6. What do you wish your customers understood about Italian cuisine that you think they currently don’t?

I’m not sure if it’s exclusive to Italian cuisine, but I wish all my customers, especially new ones, understood that the way we prepare any dish has been carefully considered. It can be frustrating to see my chicken tortelloni go out to a table with tomato sauce instead of the truffle, mushroom and olive oil I designed it with. Why mess with success? But the customers want what they want. And you can’t really called them Animale!! Unless you are out of the politically correct U.S.!

7. Do you resent Chicken Parmesan?

We had a table one day, two couples from Staten Island, who crossed the Verrazano just to have Italian food in Manhattan. They were livid that we did not have chicken parmigiano, and I explained to them that it just was not a dish that reflected my own culinary experience and taste. But we have a chicken and eggplant parmesan Panini on the lunch menu, so come for lunch if that’s what you want. After 5pm, it’s my way or the highway!

8. Who were your food inspirations growing up?

My mother never really liked cooking, and she is from Naples, in the south. I was born in Modena and I loved the modenese cuisine since I can remember. So when I was lucky enough to go eat at a friend house I would always love their grandmothers cooking. So to answer your question it was the Modenese old ladies, with their fresh pasta making and the closing of the tortellini. That is what I remember most.

9. What is your favorite non-Italian food?

Chinese food. Chinatown NYC. Not the crap you find in Europe, except London. I find that Italian and Chinese food is very similar. Somehow I don’t feel the same with Japanese food.

10. What is next for Via Emilia?

We set up an Instagram account a few months ago and try to keep it current. Our fall/winter menu is being drawn up right now, and I’m excited to bring back a few heartier favorites along with some new ideas. And we’re redesigning the interior, a little more “taverna degustazione” than “MoMA minimalist”.

Via Emilia is a great restaurant and worth a visit. Both the food and the Lambrusco are fantastic!

Via Emilia can be found at 47 East 21st Street in New York City. For reservations call 1-212-505-3072. www.viaemilianyc.net – www.facebook.com/via-emilia – Twitter:@viaemilia .

Have you eaten at Via Emilia? Do you have another question for Chef William? Have you experienced Modenese cuisine or Lambrusco? Tell us in the comments or in the contact form!

A great Review For Knickerbocker Glory: A Chef’s Guide to Innovation in the Kitchen and Beyond at FLICKS AND FOOD!

Get Your Copy Here!

Today is Fake Friday. On Fake Friday we discuss and, hopefully, eat foods that taste like other foods. It is all about those interesting recipes we come across that are titled “Mock”. It is not exactly clear why we would want to eat a mock apple pie when we could have the real thing, but bringing surprise elements to the table is a great way to bring innovation to the diners experience. The book Knickerbocker Glory:A Chef’s Guide to Innovation in the Kitchen and Beyond discusses how this can be great way to innovate. We see this in some restaurants today with examples like edible menus, melons being used to look and taste like meats or foods that look like nachos but are actually a dessert. Ben Roche uses the phrase –

A Real Mind Ripper

Have a look at the video to see how this works.

It is a great way to bring new experiences to the table. It brings a bit of theater to a dining experience, too.

Here is a less scientific, three course Mock Menu and recipes. It is how they did “Mock”

back in the day…

THE MOCK MENU
Mock Turtle Soup
Mock Venison
Mock Apple Pie

Mock Turtle Soup

Mock turtle Soup – From The Good Cook – Variety Meats 1982

Mock turtle Soup Continued – From The Good Cook – Variety Meats 1982

Mock Venison

Mock Venison – From Good Housekeeping’s Book of Menus, Recipes and Household Discoveries – 1922

Mock Apple Pie

Filling

2 cups water

3/4 cup granulated sugar

2 tsp. cream of tartar

30 Ritz Crackers

1 ready-to-use refrigerated pie crust (1/2 of 425-g pkg.)

1 Tbsp. lemon juice

1 tsp. ground cinnamon

Topping

25 Ritz Crackers, crushed (about 1 cup)

1/2 cup packed brown sugar

1/2 tsp. ground cinnamon

1/3 cup non-hydrogenated margarine, melted

Heat oven to 400ºF.
For Filling
Mix water, granulated sugar and cream of tartar in large saucepan. Bring to boil on medium-high heat.
Add crackers; simmer on medium-low heat 5 min., stirring occasionally.
Line a 9-inch pie plate with crust as directed on package.
Fill with cracker mixture. Sprinkle with lemon juice and cinnamon.
For Topping
Combine all remaining ingredients, sprinkle over Filling.
Bake 15 min. Reduce oven temperature to 350°F.
Bake 20 min. or until golden brown. Cool.
Serve with Whipped Cream

Mock Apple Pie From WWW.KRAFTCANADA.COM

Enjoy Your Fake Friday!

Do you have any Mock Recipes wyou would like to share? Have you experienced these mock foods in a restaurant? Let us know in the comments or use the contact form to drop us a line.

A Surprise Find

It has been said many times on this blog, and it is so true, that without new information, new perspective, new stimulus or whatever you want to call it, new things can not be created. Innovation can not happen without making new connections. What better place to find inspiration for creating new things in the kitchen then an old cookbook. The past makes for a great platform from which to innovate. Whether it be cooking from an old tradition in a modern way or using our memories of food moments – a wedding, a picnic, a party – and remaking those foods in a new way, the past makes for great stimulus. In many ways, traditions are kept very much alive by innovation.

Cooking For Two – An Old Cookbook

What makes innovation exciting is that sometimes the inspiration surprises us by coming from unexpected places. Sometimes it appears when we least expect it. My copy of Cooking for Two was found at an estate sale. It is full of interesting and old recipes for a variety of different dishes, some familiar some not. It was however, the other items that got tucked inside the book that that were a big surprise.

Inspiration When You Least Expect It

In Cooking Inspiration Is Everywhere

Even unrelated inspiration can be useful in innovation

Inspiration Can Come From Anywhere

Tucked away in the back of the book was an old flyer for Sun Brand East Indian Chutneys, not sure how old, but it was certainly something that was unexpected. It includes some interesting recipes, too. The information in the flyer could certainly have been used to create new versions of any of the recipes in the book, or vice versa. Chutney could, after all, have added a great new way to enjoy dandelion greens!

Chutney+Dandelion Greens = Innovation

If the flyer is very old (there were other items in the book -more on those in a later post- marked from 1947 so it could be fairly old), it could have been something very new to its owner who was getting off the eaten path, so to speak. I often wonder who owned the book before me, how these two unlikely items came together and what innovations were created from them. The WOW moments could have been endless. Perhaps the owner was ahead of their time creating some of the first Indian-American fusion cuisine. Who knows?

Be on the look out for great stimulus in unexpected places, like the past. It can be put to good use creating WOW moments.

I am off to find some chutney!

Have you found inspiration in unexpected places or recreated meals from the past in a new or different way? Tell us about it in the comments or use the contact form. We can also be reached at press@theculinaryexchange.net

Innovation is not possible without new perspective. If new information is not brought to the proverbial party, nothing new can be created. One of the best sources of new information are subject matter experts. Expert insights can help us make all sorts of new connections throughout the whole innovation process. They are a powerful way to bring stimulus to our innovation efforts and are a good foundation for creating new ideas and, ultimately, WOW moments.

To help spur more conversation and connections with experts, this blog will highlight guests in a variety of different areas of expertise. The guests are provided with 11 questions to answer. A short bio of the expert will be given at the end of the Q&A.

Today’s Guest: Writer and Recipe Developer – Andrea Lynn

1. How long have you been a recipe developer for?

I guess you could say that I’ve been an unofficial recipe developer since I was a kid—mixing ingredients together to create recipes. More officially, since culinary school and work at a magazine where I learned how to do recipe testing and development, about 7 years ago.

2. Many people are surprised to find out that there is such a thing as a professional recipe developer. How did you get into the business?

I worked as a journalist in the lifestyle section of a newspaper straight out of college. I’ve always been someone more interested in lifestyle aspects versus hard news. I got to work on the weekly food page, which prompted me to contemplate attending culinary school and volunteer at a local store that had cooking classes. A lot of the instructors were cookbook authors and recipe developers, and I’d ask a lot of questions about how they had gotten into the business.

3. Can you tell us a little bit about your process for coming up with new ideas when developing recipes?

I type up an outline of what I want to do with a recipe before going into the kitchen to experiment usually. Then I document everything with pen and paper as I’m cooking. Some things work, some don’t—so you have to retest but it usually goes smoother the second (or third) time around. Or, sometimes I have an idea in my head and just begin by experimenting with ingredients to start.

4. Do you ever get recipe developer’s block? What do you do if you hit a wall?

Yes, completely. Sometimes the creativity just runs out. I go to the grocery store or farmer’s market. The best thing to do is to get out of the kitchen. All the food gets me back on track for thinking of combinations. Also, I have a few books that showcase different flavor combos, so that always gets the creative juices flowing. I also live near all these produce stands, and I’m shocked that I see fruits and vegetables that are new-to-me. I came across jujube fruit the other day which I can’t say I’ve ever encountered before. Little discoveries like that always get me excited too.

5. What has been the most interesting project that you have worked on as a recipe developer or writer? And the worst?

I can’t say there’s ever a best or worst—some projects are just more difficult than others and that makes them more challenging. Also, I’m someone who gets a little obsessed on whatever I’m working on. So my favorite changes depending on what I’m doing. My husband’s favorite, hands-down, was the Knickerbocker Glory cookbook. Our fridge was always packed with dessert, and he pretty much fell in love with Knickerbocker Glories, a dessert we both had never heard of before I started the project.

6. You live in NY but have southern roots? Have you used that crossing of the Mason Dixon line in your cooking?

I actually love the vast array of ingredients that I can find in New York City, which was something I couldn’t as easily find in the South. I love taking these ethnic ingredients (like Sichuan peppercorns, gochuchang paste, etc) and adding them into comfort food meals for a different spin. I was in a Filipino food shop recently when I stumbled across Filipino pimento cheese—who knew? It’s the ultimate Asian-like spin on Southern food using pineapple juice and condensed milk.

7. Who are your cooking inspirations?

What does it say about me that my inspirations dabble in Southern food? Hugh Acheson, the Lee Brothers, Scott Peacock—I am always inspired by their constant refinement of traditional Southern food (like Acheson’s boiled peanut hummus).

8. What is your favorite food?

Again, I gravitate towards Southern food (especially different ways to do fried chicken) since that’s what I grew up with but my favorites change depending on what I’m obsessed with. I also have a crazy fondness for any type of Asian food.

9. Which was more difficult to write The I l Love Trader Joes College Cookbook or The Artisans Soda Workshop? Why?

The Trader Joe’s cookbook, only because Trader Joe’s changes their inventory quite often. I would fall in love with a few ingredients and then find out they had been nixed from their inventory. So then I had to revamp (or get rid of) the recipes that used those products.

10. What advice do you have for someone who wants to be a recipe developer and cookbook author?

Find mentors, ask questions and make sure you get down the fundamental basics of cooking through restaurant work, culinary school, or other culinary-driven careers. I feel like that’s essential.

11. What is next for you? Any new projects coming up that you can give us the inside track on?

Ah, I’m putting to bed my latest cookbook that revolves around ethnic restaurants in Queens, NY, where I live. And after that, the process starts all over again as far as working on cookbook proposals, trying to get them sold and then working on a cookbook. The cycle never ends.

Since she could hold a pen and stand on stool to help cook,Andrea Lynn has been writing and cooking, although it took some years to combine these talents professionally. With more than a decade of experience as a writer/editor, a culinary degree, and time logged in a professional kitchen, she is currently a New York City–based food writer and recipe developer. Her recipes have been featured on Serious Eats, Chile Pepper magazine, Better Homes & Gardens’ bookazines, Kiwi magazine’s cookbook, Allergy-Friendly Food for Families, and others. Andrea has edited recipes for MarthaStewart.com, Art Culinaire, Chile Pepper magazine, and cookbooks like Made with Love. She has tested recipes for Food52.com and cookbook authors. Andrea is the author of two cookbooks, The I Love Trader Joe’s College Cookbook and The Artisan Soda Workshop. She is co-author of Knickerbocker Glory: A Chef’s Guide to Innovation in the Kitchen and Beyond which published September 1, 2013. More information about Andrea is available at andrealynnfoodwriter.com.

Do you have a question you would like us to ask Andrea Lynn? Do you know someone you would like to see interviewed? Do you have suggestions for who we should interview? Leave a comment in the comment section or use the contact form provided. You can also email us at press@theculinaryexchange.net.

Today the good folks at Food Bloggers of Canada are publishing my article called Using a Simple Innovation Process in Recipe Development. For Foodies and Recipe Developers alike, the article is all about how to innovate and create something new – in this case – Knickerbocker Glories that pay homage to Canada! I hope you enjoy!

And…

A BIG Happy 2nd Birthday to Food Bloggers of Canada! Here is to a great 3rd Year!

A HAPPY KNICKERBOCKER GLORY BIRTHDAY! TO FOOD BLOGGERS OF CANADA!

I would love to hear your feedback on the article, please leave comments in the comment section or drop me a note in the contact form.

.goodreadsGiveawayWidget { color: #555; font-family: georgia, serif; font-weight: normal; text-align: left; font-size: 14px;
font-style: normal; background: white; }
.goodreadsGiveawayWidget img { padding: 0 !important; margin: 0 !important; }
.goodreadsGiveawayWidget a { padding: 0 !important; margin: 0; color: #660; text-decoration: none; }
.goodreadsGiveawayWidget a:visted { color: #660; text-decoration: none; }
.goodreadsGiveawayWidget a:hover { color: #660; text-decoration: underline !important; }
.goodreadsGiveawayWidget p { margin: 0 0 .5em !important; padding: 0; }
.goodreadsGiveawayWidgetEnterLink { display: block; width: 150px; margin: 10px auto 0 !important; padding: 0px 5px !important;
text-align: center; line-height: 1.8em; color: #222; font-size: 14px; font-weight: bold;
border: 1px solid #6A6454; border-radius: 5px; font-family:arial,verdana,helvetica,sans-serif;
background-image:url(https://www.goodreads.com/images/layo... background-repeat: repeat-x; background-color:#BBB596;
outline: 0; white-space: nowrap;
}
.goodreadsGiveawayWidgetEnterLink:hover { background-image:url(https://www.goodreads.com/images/layo...
color: black; text-decoration: none; cursor: pointer;
}


Goodreads Book Giveaway







Knickerbocker Glory



by Matthew Robinson

Giveaway ends October 17, 2013.

See the giveaway details

at Goodreads.

Enter to win

Could not Agree More! No better named dessert and no better model for innovation! And two more 4 Star reviews on Amazon for Knickerbocker Glory A Chef’s Guide to Innovation In the Kitchen and Beyond!

'Knickerbocker Glory' – there is no better named dessert

— Conor Foley (@ConorFoliage) September 12, 2013