DiRoNA execs add casual, quick service to membership menu

DALLAS Distinguished Restaurants of North America is broadening its membership beyond fine-dining restaurants to include notable casual independents and even iconic quick-service operators. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

The expansion, which the board approved in October during the group’s annual conference here, is the first change to DiRoNA’s membership since the nonprofit group was founded in 1990 to help market its fine-dining members. The move comes as fine dining struggles against a recession that has forced many legendary white-tablecloth eateries to close and has kept consumers tightfisted. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

Technomic Inc. found that fine-dining traffic has fallen off dramatically during the recession. Recent figures from the Chicago-based firm show fine-dining sales down 16 percent in 2009 compared to 2008, and Technomic is projecting a 9-percent decline in 2010. Technomic’s Guest-Metrics data reveal a 26.7-percent decline in fine-dining sales through the end of this year’s third quarter. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

“This is a complete repositioning of DiRoNA to meet the economic challenges,” said Bill Hyde, chairman of DiRoNA. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

As part of the repositioning, DiRoNA is revamping its Distinguished Dining Advisory Council to include representation from five U.S. regional councils, each headed by a coordinator, as well as coordinators from Canada and Mexico, to inspect potential candidates. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

“The economy has certainly speeded up some of these changes,” said Kurt Knowles, co-owner of several upscale restaurants including The Manor, Pleasantdale Château and Highlawn Pavilion in West Orange, N.J., and Ram’s Head Inn in Galloway, N.J. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

He was inducted into DiRoNA’s Hall of Fame during this year’s conference. His father, Harry Knowles, was inducted into the Hall of Fame in 1994. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

DiRoNA was created in 1990 to continue an annual conference and networking group for fine-dining operators that had been discontinued by Travel Holiday magazine. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

“It really was a camaraderie among the recognized restaurants around the nation,” Knowles said. “Getting together at the annual conference has been a great way to talk about different ideas and issues and trends. It’s been an inspiration to me every year, providing new ideas on management style and culinary in the back-of-the-house or the front-of-the-house.” —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

But as the recession pressured fine dining, DiRoNA officials were forced to rethink their mission. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

“We had to have a growth strategy,” Hyde said. “The DiRoNA model had worked up until the last couple of years or so. Our growth strategy was to broaden our member base by offering a membership model that embraces diversity under the banner of ‘Distinguished Dining’ without compromising the standards of excellence that have kept the DiRoNA brand.” —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

About 800 restaurants have been named DiRoNA members since 1990. In a nod to the difficult environment, DiRoNA recently reduced its membership, or marketing, fees from $1,500 to $400 a year for members in all dining categories. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

Hyde, the former head of Ruth’s Chris Steak House who is now an investor in Kent Rathbun’s Abacus, Jasper and Blue Plate concepts, said the changes broaden DiRoNA’s positioning and consumer appeal “while preserving our focus on consistent food quality, exceptional service and community legacy.” —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

DiRoNA will now make membership available in three categories, with the first two subject to inspection by the group: —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

The largest departure from tradition is the Legendary Landmark category, which will highlight “celebrated comfort food and legendary regional fare.” The category is the only one for which members do not have to pass an inspection. However, DiRoNA members will nominate potential members, which must have some local-media recognition. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

“Service may be lean but friendly and value is a key consideration among patrons,” the board said. “Often identified as ‘joints’ or ‘mom and pop’ restaurants, these establishments offer food and fun that appeals to locals and is prized by visitors seeking authentic regional fare.” —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

“‘Distinguished’ can apply to the little barbecue joint that has been there for 80 years or the best hamburger drive-in that has been known for consistency,” Knowles said. —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the

“Distinguished fine dining today doesn’t necessarily stand for white-tablecloth like it used to,” he said. “It has been very diversified from that. There are some very fine operations without white tablecloths. The style of design and dress code is changing, but the quality is getting better with the availability of so many food products and better local products from artisan meat, produce and fish purveyors.”— [email protected] —Reflecting ongoing economic pressures and changing consumer preferences toward more casual dining, the