I’d be happy to help.

Here are the basics about my services in: 1) hospitality, and 2) recipe writing and testing.

The Four Seasons Restaurant, private event (photo: G. Stilabower)

Hospitality

 

I believe in the transformative power of a great meal, a memorable experience, and the generous act of delivering beyond expectation. I’ve worked in New York restaurants since 2017 (with some time off to write and photograph my cookbook). Dining is theater where great food, stellar service, and an enticing concept are crucial, but so is execution. I get it. I’ve done everything from managing store openings to waiting tables to creating floral arrangements and writing menu descriptions, because all are necessary to delight and enthuse guests. I want to do more by:

  • Consulting in branding and marketing

  • Secret shopping to improve operations and guest retention

  • Training FOH staff and developing custom training materials

  • Designing branding collateral for restaurants and hospitality groups.

I’ve worked over 20 years in branding and marketing in New York, both in agencies and in corporate in-house offices. I thoroughly understand the crucial discipline that is required in developing and maintaining brand strength and longevity. A shortcut here and an optimization there can quickly eat into the value proposition: the blunt result is usually a drop in guest loyalty and unflattering word-of-mouth. On the other hand, a value-add here and a generosity there will activate positive word-of-mouth, guest loyalty, new guest visits, and revenue growth.

I have a very detailed eye, and I can quickly spot where strengthening SOPs can positively impact the guest experience. Attracting and retaining happy guests requires consistent execution across the board. For FOH, the foundation relies on written, cohesive procedures followed with disciplined implementation and team training. Everybody wins! But these tasks take a special focus, and that’s where I can help.

"
George brings a level of investment and care to guests and to the job that many do not.

/ daniel, waiter /

"
George’s dedication and attention to detail are second to none.

/ Sergo, sous chef /

 

I recently spent two valuable years waiting tables at Lincoln Ristorante at Lincoln Center to learn more about the industry.

Recipe writing and testing

 

I’m a serious home cook and food enthusiast who is also deeply experienced in writing and editing. I’ve also spent several years working in upscale NYC restaurants where I’ve refined my food knowledge.

Writing and editing nearly 200 recipes for my cookbook has been one of my greatest pleasures — a culmination of marrying my professional skills with my passion for food. I’d like to continue the work as a recipe writer and tester.

A solid recipe with simple, well-developed directions (whether online or in a book) always impresses. For professional cooks, this step is critical. But some falter a bit, and I think I know why. I feel that many chefs and cooks, while committed to delicious food, are perhaps not as skilled in writing a great recipe, or they simply don’t have the time. That’s where I can help.

My 30-year background in creating publications of all shapes and sizes — along with a BA in journalism — serve me well in the process of taking rough, first-draft material and polishing it into professional prose. I’m a fast, effective editor who can quickly fix punctuation and/or rewrite entire paragraphs. I’m also known as an audience advocate who always puts the reader first. How else can it be?

My approach to a friendly, clean recipe

I evaluate the overall recipe, and then I cook. Is everything clear and orderly? Would a typical reader need further explanation, or less? Is the style smooth and easy? I assess the order of directions, their relationship to the ingredient panel, and the final outcome. Did it work? Of course, I ensure that the writing style is consistent with the client’s voice. I also check for and develop these three items:

1) consistent standards

They are crucial to the success of an effective recipe. For example, my cookbook has a “Recipe roadmap.” It’s designed to familiarize the user with conventions in the book. It also highlights reader-friendly features, such as indicating how much of an ingredient is necessary to render a needed quantity, such as when I point out that 2 teaspoons of lemon juice will require about 1/2 of a lemon. Plus, a legend shows all of the abbreviations in the book.

 
 
 
 
 
 

2) Rigorous organization

We all know that creating a mise en place is the most efficient way to cook professionally. But many home cooks don’t even own three ramekins.

I think there’s a middle lane. I often use the phrase “First things first” as shown in this excerpt from a breakfast recipe. These steps get most of the prep out of the way so the actual cooking goes faster with more fun.

Also note the lines “While bacon fries—” and “While onion cooks—” They help the reader overlap tasks without additional stress.

 
 
 
 

3) built-in timesavers

Finally, here’s an example of how I would write directions to maximize efficiency and cooking pleasure:

Original — Perhaps midway through a recipe, there’s a direction to “Boil water for pasta.” In essence, the author is forcing the cook to wait for water to boil in the middle of prep. Ugh.

I suggest — At the beginning, state: “Fill a 6-quart pot 2/3 full of cold water. Cover and set over low heat.” This simple step gets the water going and removes guesswork about pot size. Right before boiling water is needed, state: “Turn pasta water up to medium-high. Add 1 tsp. salt and stir to dissolve.” Now the cook’s wait is happily minimized.

For a downloadable recipe sample, click here.

Let’s discuss your project!

 
 

Mise en place for my Fresh Dill and Chive Potato Salad.