July 06, 2009

Written by: Vince McConeghy

From time to time, I've caught myself in full diatribe against the work ethic of the current crop of youngsters that have found their way into professional kitchens, more an indication of my increasing geezerliness, and less of the competency of the coming generation.

I now know this to be unequivocally true after discovering -via Twitter - the amazingly robust blogsite called 17 and baking by a Seattle high school senior known simply as Elissa. 

Hello, Sweetheart. 

You have just shattered all of my pre-conceived prejudices against Generation X, Y and Z.

Most importantly, this amazingly well thought-out blog should give all food service professionals a moment to pause and consider just what our young generation values most when it comes to food - knowledge, connection, images, sharing, non-judgment. 

Each one of these characteristics reveal themselves in Elissa's blogsite. If technology seems beyond the stained, knife-marked fingertips of baby boomers still soldiering on, doing things the same way, and expecting different outcomes, 17 and baking gives us a radical glimpse to the expectation level of how future generations will communicate about food service. In an odd way, food service, baking, the culinary arts etc. will continue to remain outside the the fierce socialization brought about by most technological advancements on the internet, yet they will be promulgated just as much, if not more so, than most other industries.

Of course our business requires one to get one's hands dirty.  It's not all pretty pictures and recipe sharing.  But 17 and baking reminds us, time and again, of the fundamental joys of discovery in our field.  

Baking is outcome dominant.  There is no middle of the road in this craft. Elissa's narrative is replete with the wonderment of meeting a challenge, overcoming a problem, and discovering her way through the intricacies of ingredients held together through science and inspiration.  

I've found that when you teach someone starting out in the trade a bonafide technique, you are closer to making them a team player and a long time customer.  Your staff may recycle itself in a calendar year, but count how many times your ex-staff members come back to you as a customer. This should give you an indication of whether you make a connection with your staff, or serve merely as a pass through to the transient impulses of our business.

Set your sights on learning their technologies, their methods of communication, and embrace that what they value most is knowledge and competency. Experience still matters most in food service, but progression depends on being able to cultivate the next generation of customers, and learning how to reach out to them.

It's the only way to do business. Thank you for reminding us again, Elissa.

Note: All photographs courtesy of 17 and baking. Used with permission.