Flip It

How long have you been with the JW's California Grill? I joined over two months ago. How involved have you been in the makeover? Right from the beginning. We want to offer a more casual approach. I don't believe in this idea of serving from the left or from the right. What I do believe is that people are looking for simplicity, freshness and value. The new concept is "red @ the grill". Why red? I think red is a very interesting, catchy color--cool, fun, happy. There are a lot of elements in red that we thought we could play on. And the grill? Our menu before was not very in line with what my understanding of a grill is. Now we're focusing on what you think of when you think of a grill--meat, lobster, tomatoes chargrilled on the side, in a sandwich, on a burger ... it's all about creating an identity. The food has to be in line with the concept you project and you have to be within the first two restaurants that come to the customer's mind when they think of that concept. Does this new concept reflect any of your own personality? I think so. What do you usually eat after work? Something simple but good. It can be a piece of cheese and a cracker. A simple pasta with olive oil and cheese. Any cooking tips? People are always trying to copy something--a recipe, a book. A cookbook should be more an inspiration than something you follow to the dot. Otherwise it's not yours. I don't believe in copying.

Details

What: JW's California Grill
Where: 40/F, 399 Nanjing Xi Lu 南京西路399号40楼
Tel: 5359-4969 ext. 6455