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| Chef's Showcase |
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| Sierra Nevada Taproom and Pub - Gutsy Pub Fare For Tourists And Locals
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Executive chef: Jason Richards
Brewery owner: Ken Grossman
Open since: 1989
Concept: Country cooking with restaurant flair
Dayparts: Lunch and dinner
Total taproom employees: 100
Kitchen crew: 30
Brewery staff: 300
Seats: 200, main room; 150, patio; 20 in bar
Average check: $20-25
Chef's first job at taproom: Dishwasher
House beers on Tap: 18
Best seller: Fish and chips
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Jason Richards
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How does this chef captain the brewery's flagship? - Questions & Answers
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How does it feel to be located in one of the country's most popular breweries?
It's like being in a Disneyland for adults. Sierra Nevada is so well recognized for its beer that people are
really excited to be here. And because the company has been active in the Chico community for so long,
there's also lots of local support. The owner and founder, Ken Grossman, has positioned the taproom and the
gift shop as the public face for the brewery, and he's done a high-quality job with the facility.
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What's the taproom like?
A couple of years ago the brewery did a major renovation and expansion of both the brewery and the pub.
We went from 19 tables to more than 300 seats. The beautiful bar is the only piece saved from the original
place. We put in a patio room, with a full, wood-fired rotisserie and grill in a covered kitchen so that we
can use it all the time. It's great out there. Inside, the decor is fine mahogany, high ceilings and brass
trim. We have a full-time maintenance and cleaning crew, so everything is always pristine. A big wall of
windows offers a view into the original brewery, with the big copper kettle, but it's really a casual dining
room that encourages people to be themselves and have fun.
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Do you stick to traditional pub fare or stretch the menu out a bit?
We do a little of both. We have fish and chips, wings, burgers, fries, steaks and that kind of food, but
dishes like Pale Ale Steamed Clams are also extremely popular. I'll vary the flavors with garlic or
shallots, maybe lemon juice, chipotle chilies or a pesto. We're also known for our rotisserie chicken, which
is cooked outside over almond wood. Sometimes it's Jamaican jerk style or smoked or teriyaki. And inside we
turn out all sorts of pizzas from a fantastic wood-burning pizza oven.
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How often does the menu change?
Chico is a college town, and we change the menu with the semesters three times a year. About 40 percent -
the pub food mainly - stays the same. There are always daily specials, though, that sometimes get a little
adventurous because our customers trust us, and I have a pretty good idea how far they'll go. We recently
ran frog legs and alligator tail as specials, and they both sold out within an hour. About 90 percent of our
menu is made from scratch, including the baked foods, desserts, everything. We definitely take advantage of
the great produce that comes out of this valley by buying what we can locally in season if the farmers can
produce enough volume.
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Can you tell us about those famous fish and chips?
You know, we sell about 400 orders a week. It starts with fresh ling cod, battered in a mixture based on
brown ale. To balance the bitterness, I add a little brown sugar and beer malt, which is a thick syrup.
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How much of the food has beer in it?
Oh, about 15 percent to 20 percent. There was a time when that number was closer to 75 percent. We had beer
in all parts of the menu. But this seems to be a good balance right now.
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What's your biggest challenge right now?
I'm really focusing on the banquet room. It seats 350 people, and we're doing about six events a month. The
kitchen crew is all in over there now, and I'm organizing it so it runs itself.
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What are the secrets to your success at the taproom?
Well, I've been here nine years and started as a dishwasher, so I'd say open-mindedness and my work ethic.
I like to deal with whatever comes my way, and I'm willing to experiment. Ken has lots of great ideas and
supports exploration and the best quality. Hey, that's the restaurant business. You take a deep breath and
learn to use your resources.
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