Flavor Trends, Strategies and Solutions for Menu Development

 

Flavor Trailblazer: Vishu Nath

Thrilling ballpark crowds with fun, approachable, creative fare

Flavor Trailblazer: Vishu Nath

Thrilling ballpark crowds with fun, approachable, creative fare

By Katie Ayoub
June 26, 2024

By Katie Ayoub
June 26, 2024

 

As executive chef, Vishu Nath oversees a massive culinary operation at Progressive Field in Cleveland, home of the MLB Guardians. Operated by concessionaire Delaware North, the ballpark serves standard ballpark items like hot dogs and nachos, but Nath also pushes the envelope through strategic additions that showcase creative menu development. A master at combining the familiar with the unexpected, he draws guests in with classic formats transformed into playful iterations. He certainly has a large culinary playground; Progressive Field offers a wide variety of concession options, club-level dining and exclusive suites with high-end menus. We sat down with Nath to discuss the challenges and rewards of running a stadium concession operation and how he balances innovation with expectation.

Vishu Nath

Katie Ayoub: Let’s start with an overview of venues and food outlets at Progressive Field.
Vishu Nath: My purview is everything culinary. We serve about 100 concession outlets, which is the biggest moneymaker for us. Then we have upward of 70 suites sold on any given day, divided into ownership suites, party suites, contractual suites and non-contractual suites as well. We also have catering areas called picnics, where a company will buy upward of 600 ballpark seats in the right field upper deck, for instance, and we set up a buffet for them. Apart from that, we do the F&B for two clubs, one high-end space that feeds about 130 and a medium-high-end space that feeds approximately 1,800 people every game. We have a press dining area and one employee dining area. We also take care of the visiting teams and Guardians players’ spouses and families.

KA: With all of those venues, about how many people are you feeding every day?
VN: It could range from 21,000 to 36,000 people any given day. We fortunately have a tracking system that tells us what to anticipate. Currently my team is about 107 awesome associates.

KA: What’s your creative process for developing new builds?
VN: We have a tight time frame where we get to showcase a lot of menu items. I’m in the planning stage for next year already. I challenge my team to come up with a massive list of crazy ideas; there’s no bad idea. Then we scale it down, taking into account fan feedback at the end of the year, always asking, “What trends are fans looking for? What sells a lot? What’s the star? What’s the favorite dog?” After that, we come down to around 20 items for each location, and we taste all of them in the winter. Then we re-engineer everything and start getting procurement involved because of the volume we do.

Photo Credit: Delaware North

Progressive Field features the fun and whimsical Slider Dog from local restaurant The Happy Dog, with pimento mac and cheese, bacon and Froot Loops.

KA: What is today’s consumer looking for in stadium food?
VN: Ballpark classics will never go away. Hot dogs are the No. 1 seller. Peanuts, Cracker Jacks, pretzels, beer and Pepsi—those are the top six. I don’t think I can ever topple those. However, when you take a hot dog, how creative can you be? People like whimsical stuff. We have a restaurant partner called The Happy Dog, which makes a Slider Dog for us; it’s loaded with pimento mac and cheese and Froot Loops. When we run it at the stadium, it sells out.

KA: What about global flavors?
VN: People want to see globally inspired flavor combinations at the ballpark, so we have fun coming up with new ideas. We have a unit of the Indian fast-food concept Choolaah, which serves basmati rice bowls with protein options that include chicken or paneer with a choice of tikka masala sauce or yellow lentil dal. Fans love it. Our team is also coming up with crazy concoctions that go with nachos and fries—that’s a revolving door of ideas for us that keeps changing and helps us push innovation.

Photo Credit: Delaware North

Served at the park’s nacho stands, the Crab Rangoon Nachos is both familiar and unexpected, featuring shredded imitation crab, sweet Thai chile sauce, white cheddar cheese sauce, sesame seeds and green onion.

KA: What is your biggest challenge today in flavor innovation?
VN: I think risk is the biggest challenge. We try to introduce so many different items that are both fun and trendy. The challenge is: How long will those trends actually last? Our baseball season is so short; is six months enough for us to actually know whether this item worked or not to keep it on for the following year? We want to build upon a success, but we don’t want to be stagnant with that same success either. For example, we added Crab Rangoon Nachos two years ago. We want to build upon its success. Do we replace the crab with shrimp and add a few other modifications? One of our biggest challenges is thinking through logistics: Can the nacho stands manage it? Can the people working the stand do it consistently? The human factor is one of the biggest challenges. So there are a lot of logistical issues apart from just putting something out there that looks good, smells good and tastes good. Can these guys execute it every single day?

KA: What trends are inspiring you?
VN: I’ve been playing a lot with African spices. Baharat seasoning has been a huge hit. I’ve played with it club-level menu development, from lamb and chicken to fish. The response has been overwhelmingly positive. Exploring different spice blends is where I think the future is for us for the next couple of years.

Photo credit: Delaware North

Progressive Field’s Slow-Braised Beef Shank is menued at the club level, served with marinated carrots, creamed spinach, spaetzle and marchand de vin sauce.

QUICKFIRE

Sources of inspiration:
I’m big on looking at social feeds like Instagram and LinkedIn. Also, since our company has different sports service conglomerates—the NHL, NBA, NFL—we get to see the inspiration from our peers. The builds are tried and tested, which is awesome. We share ideas with each other. I also get inspiration from old cookbooks—I’m a big book nerd. And of course, I get inspired by magazines like Flavor & The Menu and Cook’s Illustrated.

Something in your fridge that would surprise people:
I do a lot of barrel aging at home, so I have a barrel-aged Manhattan in my fridge.

Cuisine or ingredient you’re particularly excited to explore:
We’re exploring African cuisine and on the cusp of going deeper into that region.

Your go-to late-night snack:
Scrambled eggs with one of the many salsas I have on hand, eaten with either a tortilla or chapati.

Best bite you’ve had recently:

We had taken our 3-month-old to a Cincinnati game where the Guardians were playing. On our way back, we always stop outside Columbus at a farm-to-table place called Local Roots. I ordered the flank steak with red chimichurri, and it was phenomenal. The red peppers and smoked paprika brought this depth of flavor that was different, but the secret ingredient was ancho chile paste that gave it this well-rounded, amazing flavor.

About the Author

mmKatie Ayoub serves as managing editor of Flavor & The Menu and content strategist for the Flavor Experience, an annual conference geared toward chain operators. She is president of Katie Ayoub & Associates, serving up menu trends expertise, content creation and food & beverage consultancy. Based in Chicago, Katie has been working in foodservice publishing for more than 20 years and part of the Flavor team since 2006. [email protected]

About The Author

Katie Ayoub

Katie Ayoub serves as managing editor of Flavor & The Menu and content strategist for the Flavor Experience, an annual conference geared toward chain operators. She is president of Katie Ayoub & Associates, serving up menu trends expertise, content creation and food & beverage consultancy. Based in Chicago, Katie has been working in foodservice publishing for more than 20 years and part of the Flavor team since 2006. [email protected]