Think it’s tough deciding what to have for dinner at your house? Ever since he took the job last August, Ray Whitlock – the Director of Culinary Experiences at Bobby Jones Links – has been overseeing what’s offered for every meal at more than 30 company-run facilities. Among other tasks, he’s in charge of developing menus. And as he’s been visiting BJL clubs and strategizing how to elevate the dining experiences at them, he’s come to some revelations.
“Each club is so very different,” he says. “We truly are a boutique management company in that we work with each property individually based on that location’s specific needs, size and food-and-beverage offerings. We have tools that will cover all the clubs when it comes to pricing menus, inventory and the business side. But when it comes to menus and events, we pay attention to make sure we’re developing for each individual club.”
And in that spirit, Whitlock has been developing new menus by looking at what the members are the most interested in. The staff likes changing menus quarterly to keep things interesting and are always looking for the members’ new favorite menu item. They also get creative and run lunch and dinner specials in between each menu change, all the while noting the best sellers for future menus.
At The Captains Club near Detroit, Chef Marks' new menu features bluegill tacos with slaw, avocado, lime and cilantro -- which have become very popular. At The Ooltewah Club in Hamilton County, Tenn., Chef Anthony recently added beer can smoked chicken pasta with wild mushrooms. Fellow Tennessee property Towhee Club is now serving a pastalaya with andouille, chicken, holy trinity, and a creole sauce. At Green Oaks in Pittsburgh, Chef Russ added beef sausage with parmesan polenta. Atlanta's Bobby Jones Golf Course has a duck burger with blueberry BBQ sauce. It's a dish to be thought about weeks after. The dishes are inventive but true to the tastes of the clientele in the given region.
“Our chefs and F&B teams put a lot of thought into each dish, and I am proud to be able to help in the process or just sit back and watch the magic and support in other ways,” says Whitlock. “What works in Pittsburgh may not work in Atlanta. For example, I have explained many times to diners that polenta is kind of like grits. Bluegill tacos probably wouldn't fly in Chattanooga, but who knows? As we go through the process of changing menus and working together to up the food game in the golf arena, we're always excited to tap into the regional foods, and no one knows that better than our chefs.”
Once deciding on changes, the team price things accordingly, develop recipes, and create build sheets to help form day-to-day consistency. Whitlock and his staff also work with BJL’s marketing team to redesign the menu appearance, as well.
“The past six months, I’ve primarily been working on menu changes while implementing base operating systems,” he says. “This sets up our teams with a solid foundation to grow from. I’ve had some fun, creative times working with chefs in the kitchen while developing new menu items. The key to any successful culinary program is focusing on what’s best for the club and the members. When searching for feedback from the members, our servers and front-of-house managers are the first stop. Our teammates who are serving and connecting with members daily have a wealth of information. So we use this feedback to develop new menus and events. We focus on consistency first, and then look at how we can keep the menus fresh. Ultimately, we want to develop new favorites along with the long-time staples.”
For instance, at Forest Hills Golf Club in Augusta, Ga., the food and beverage team recently implemented a new menu. The energetic staff was collectively excited to have new offerings and corporate support, and that enthusiasm translated to the members and the public. The grilled pimento cheese with thick-cut bacon and tomatoes on Texas toast now does very well there.
The Frog at the Georgian in Villa Rica, Ga. was another success. After redesigning the menu, the restaurant there nearly doubled food and beverage revenue.
“We are now working on menus at The Club at Forest Ridge near Tulsa,” says Whitlock. “It’s a large property, and the team there is a blast to work with. I’m excited every day to be able to work with great teams. What I look forward to the most is watching the food and beverage grow at each club and supporting it in any way I can. But the bottom line is that focusing solely on savings rather than trying new items or expanding offerings can hold a club back. Our priority is to grow the operations by listening to our members and creating more opportunities for members to engage – and knowing that flexibility is key to finding the right items and times to pop a menu.”