Industry News | November 3, 2009

New Web Site Laments Prep Time in the Kitchen

ToHellWithPrep.com—a new Web site Simplot Food Group launched over the weekend—shows foodservice operators how much money they’re spending by prepping vegetables and fruit from scratch, as well as the means by which they can extricate themselves from these circumstances.

"Let's face it," says Simplot executive Jayme Mullaney, "prep can be hell. Cutting and roasting raw fruits and vegetables is time-consuming, expensive, and dangerous, plus it's unpredictable if your prep staff varies from day to day."

Moreover, she says Simplot's RoastWorks brand—around which the new Web site and the accompanying "To Hell With Prep" trade-advertising campaign revolves—makes a lot of prep work unnecessary.

"Our delicious, pre-cut, pre-roasted, pre-seasoned products are just what busy operators need to reduce prep time, costs, and waste while providing a quality, consistent, scratch-like ingredient or side," she says. "Leave all the culling, chopping, peeling, seeding, roasting, and seasoning to Simplot."

The main feature at ToHellWithPrep.com is the cost-savings calculator in the "Wages of Sin" section, which lets foodservice operators compare the cost of using RoastWorks products to preparing comparable ingredients or sides from scratch. The site also provides a continually growing recipe collection called "Divine Inspiration," created by Simplot executive chefs Mark Hill and Dianna Fricke.

Later this month foodservice operators and employees can enter a sweepstakes promotion at ToHellWithPrep.com for a chance to win a weekend trip for two to Hell's Kitchen, New York. The prize package includes airfare for two, two night's lodging in a Manhattan hotel, dinner at Hell's Kitchen restaurant, and a gift card for expenses.

In addition, ToHellWithPrep.com serves up a humorous video that riffs common pratfalls associated with prep work, a list of the Five Reasons Prep Is Hell, and a section called "Hell's Angels" that provides detailed information and specifications on the 20 different RoastWorks offerings.

Foodservice operators new to the brand have access to the site's great first-timer's discount. If they complete the form in the "Trial by Fire" section, Simplot will send them a coupon with a graduated price-reduction offer: Buy up to five cases of RoastWorks products and get $3 off per case, buy up to 10 cases and get $5 off per case, or buy more than 10 cases and get $7 off per case.

Pre-roasted, seasoned, and individually quick-frozen, Simplot RoastWorks vegetables and fruit are designed specifically for foodservice operators as alternatives to scratch-made ingredients and sides. Chief among the RoastWorks brand's 20 different vegetables, potatoes, sweet potatoes, fruits, and blends are Flame-Roasted Peppers & Onions, Roasted Baby Bakers, Flame-Roasted Fuji Apples, Rosemary Roasted Redskins, and Flame-Roasted Corn & Black Bean Fiesta.

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