Show and Tell - A Display Case Primer

Years ago only a few eateries, such as dine-in delicatessens, grab-and-go-quick-service and takeout concepts put out inventory and product for the world to see. You didn't have to look far for examples. Ice cream dipping cabinets were ubiquitous, and many family restaurants used small dry displays at the cash register to sell candy and gum as patrons made their way out the door.

Now a number of upscale restaurants are contemplating hot and cold display storage in the front of the house. Not only can it complement the concept, but putting your fresh inventory and finished products on display can be a form of internal advertising that previews the menu before the diner is seated. It can be a marketing "one-two punch"; i.e., the display case "shows" and the server "tells."

Consider that "open" kitchens are becoming popular in emerging concepts. Seeing and hearing the food being prepared adds a dimension of drama to the dining experience, stirring all of the senses and lending a relaxed, casual feel. In the same vein, some restaurants have also included display cases to show off fresh inventory, especially eye-catching antipastos, artisan cheeses, cakes, meats, pastas, seafood, sushi, and fresh vegetables.