Chef In The Hat: Press

Power of Apparel: A Look That Conveys a Message

Some executives land on a statement piece that broadcasts their brand, as Mr. Rautureau did when he wore a fedora to one of his restaurants.

“A great customer of mine was sitting at the first table, and looked at me, and went, ‘Oh, the chef in the hat,’ ” he said. “I snapped my finger and went, ‘Marketing, marketing, marketing.’ ”

Mr. Rautureau trademarked the chef-in-the-hat name, and has amassed about 20 hats — straw, cowboy and felt — that he wears whenever he leaves his house. “It has been very successful in terms of, obviously, recognition and branding — I can tell you, everywhere I go, they know the guy in the hat, the chef in the hat,” he said. “So it’s easy to be catchy.”

Still, Mr. Rautureau concedes that he may have gotten too attached to his signature chapeau. After a fund-raiser in Cincinnati, he was mugged while walking back to his hotel, and a group of teenagers ran off with his hat.

“Now, most normal people would have run away and go to the hotel, which was only like two or three blocks away,” Mr. Rautureau said. “Instead, I went back, and said I need my hat back. And of course that was a dumb move because we get in a fight and they take my wallet, and blah blah blah. That was the most dangerous move I’ve ever made, because of my hat.”

For Mr. Jobs, the turtleneck-and-jeans outfit seems to be about reducing his persona to spotlight the product.

By: Stephanie Clifford

The New York Times

March 4, 2011

Full NY Times Article

Posted on March 11th, 2011

Chef Thierry’s NW Salmon with Olive Tapenade

As seen on San Diego Living on November 18, 2010

Tapenade is a blend of black and green olives, garlic, olive oil, and herbs chopped and mixed together. You can use it for a variety of dishes, but you can also purchase a quality prepared tapenade if you prefer, my favorite is from Haddouch Gourmet Imports.

4 Salmon steaks (4-5 oz each) skin on and pin bone out

Tapenade:

1 ½ Cup pitted & chopped olives

4 tablespoon chopped shallots

1 tablespoon chopped garlic

3 teaspoons Harissa (for spicier result add more harissa)

3 red bell peppers (roasted, skinned and diced small)

1 teaspoon chopped thyme

1 tablespoon chopped chive

¾ Moroccan Olive Oil

Toss all the tapenade ingredients in a salad bowl and season with salt & pepper to taste. Spread all the tapenade on the top of all the salmon padding gently so it stays atop. Let marinate for at least one hour but not more than two.

Start your barbecue with all the coals in the center. When all the coals are really hot move them to the side, close the lid and get the grill really hot.

Once high heat temperature is reached, lift the cover and place your salmon steaks on the center of the grill. Close the lid and let cook for about 4 minutes. Lift the lid and remove the salmon steak by sliding a wide metal spatula between the meat and the skin. Gently remove the salmon leaving the skin on the grill and trying to keep as much tapenade on the salmon as possible. Serve warm.

Yields 4 servings

Thierry Rautureau, The Chef In The Hat!!!

Posted on November 18th, 2010