How to Sell a Recipe Idea to a Restaurant
Selling a recipe idea to a restaurant can be a daunting task. Established restaurants have made menu decisions and created a brand for themselves. New restaurateurs have a business plan to implement that doesn't include untried recipes. Chefs and cooks depend on their own skills and experience to create new dishes. Prepare yourself completely before approaching a restaurant. Think of selling a recipe idea to a restaurant the same way you'd approach any other sales prospect.
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Instructions
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Write a letter to the restaurant explaining that you have a recipe you'd like them to consider. Tease the restaurateur with a couple of high points, like the recipe is made with a locally sourced food that's hard to cook right. Mention that you'll follow up with a phone call.
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Call the restaurant. Ask to speak to the manager first, not the chef. Managers are the ultimate decision makers. Make an appointment to stop by the restaurant sometime when the manager can devote time to hear your idea. Ask that the chef be present.
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Test the recipe before your appointment. Scale it up to the number of servings a restaurant would expect to serve at a sitting to make sure it works with larger quantities. Write out the amounts and cooking instructions but don't present these to the manager at the meeting.
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Prepare your CV or resume so that it reflects your credentials, training and where your recipes have been published. Include recommendations from other cooks and your experience in the kitchen.
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Photograph your prepared dish so that it looks irresistible. If you're not a good photographer, hire a professional and a food stylist. Have several copies of the print made to leave with the manager.
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Set your price for the recipe. Restaurants will want to pay a one-time fee. Be prepared to negotiate a contract that includes that fee and a stipulation that you will receive royalties if the recipe is featured in a cookbook or is sold to another publication.
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Meet the manager armed with your CV, photos and a list of ingredients. Prepare a sales pitch that explains why the recipe is right for the restaurant. Offer to be available to train the cook and reveal sources for unusual ingredients. Don't expect an immediate answer. Ask the manager to mention the recipe to her colleagues.
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Tips & Warnings
Study the restaurant's menu to make sure your recipe is appropriate. Try local restaurants, diners and mom and pop operations. Once you've placed one recipe, it will be easier to present yourself as a professional.
References
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