NO BONES ABOUT IT

Instead of going back and forth trying to understand what ZED451 is and how it differs from what many are calling a "Brazilian-style" of service, I thought I'd go straight to my sources. I spoke to Daniel Harf, Chief Brand Officer of Tavistock Restaurants, this afternoon to help us understand how ZED451 is changing one's dining experience.

JK: So tell me about the evolution of the ZED concept? I know it started off as Sal & Carvao in Chicago but can you explain it a bit more?
DH: The only thing we kept from the Sal & Carvao concept was the prix fixe menu and the service style, that's it. We wanted to give guests something more familiar - like dining in ones home rather than in a typical restaurant environment. It's like when I have friends come over, I want to provide them with a really comfortable experience where we can interact and learn something new together. We engage in conversation, talk to a bunch of people and I always like to expose my guests to something new, whether it be a new song on my iPod or trying a new and different ingredient. It's all about experience. I want people who leave my house to feel more fulfilled than when they got there, and that's exactly how we want guests to feel when they leave ZED451.

JK: What has been the biggest challenge you've faced with people understanding what ZED451 "is" and what "it is not?" You must keep hearing people refer to ZED451 as a Brazillian Churrascaria.
DH: Funny. Our guests "get it." The second they walk into the restaurant, they understand that the food, the style and the service are all about making their dining experience more unique than ever before. It's really the media that has a hard time grasping the concept. They're the only ones still using the "B" word.

JK: How do you differentiate yourself from your competitors?
DH: We strive to create our own space and we didn't want to compete in the steakhouse or fine dining waters. We set out to create something truly unique. The style of dining - the guest controlled experience as we call it - is risk free and full of adventure. There's uniqueness in the design, the food - which we describe as Modern Upscale Grilling - and the positive use of space and the environment. It's a combination of all of these elements that make us unique.

JK: The space is clearly gorgeous and very refined. What's the thought behind the design?
DH: I think the most important thing to understand is that we wanted to create synergy amongst the music, the food, the service and the space; we wanted to strike a balance between comfort and adventure. A little edge. A little surprise. We play music that is familiar, but then you may hear something that you like but you can't place the song or artist. It's the same with the space. Every time you turn a corner, you may discover a new texture or element. There's dark wood, stone, fire, white leather - all design elements that remind you that we've put great thought into all the details. To guests, these seem effortless and provide them with a sense of comfort.

JK: The food? People in Chicago rave about the grilled meats, fish, poultry and the uniqueness of the Harvest Tables. What is the deal with the menu?
DH: We constantly change the menu and in fact, we change it everyday. The food and drinks are driven by seasonality, not because it's a trend, but because it just tastes better. When you eat food fresh in season, the costs are kept low and the offerings are at the highest. We want to provide guests with the best possible ingredients and we can do that by choosing produce in season.

JK: Can you tell me about your marketing efforts here in South Florida?
DH: One thing that is important to note is our ZED bus. The branded bus will pick you up and take you back to your hotel, office or convention center. We want to make it easy for you. The driver of the bus is just as much part of the dining experience as is eating your meal. Other efforts we're currently participating in include: travel related publications, we're teaming up with local charities and we're looking to create solid relationships with local hotels and convention centers. Building brand awareness and creating word of mouth is key. We are always asking guests their thoughts and encourage them to spread the word to their friends.

JK: Sorry to keep you Daniel, but one more question.........what would you want guests to know about ZED451 if they haven't been there yet?
DH: ZED451 is truly an experience that encompasses 3 important key elements: service intelligence, unique food and delivery and unprecedented design. With the combination and consistency of these three things, we are excited about the expansion and growth of the ZED451 brand. Essentially, the service makes you feel good about us, and the experience makes you feel good about yourself and if we achieve that, then we've done our job.

Julie Kaminiski
Echo Point Communications

ZED451 Boca Raton opens to the public Monday, November 9, 2008