.

Highland Park's Benjamin Learns from its Customers

The American-cuisine restaurant Benjamin, located in downtown Highland Park, has spent the past year and a half learning from its diners, and changing accordingly.

Benjamin Brittsan opened his first restaurant in downtown Highland Park in August of 2010. Nearly two years later, the chef says he continues to learn what his customers are looking for in a dining experience.

Brittsan sat down with Patch at Benjamin Restaurant this week over soft pretzels, Cuban sandwiches and crispy frites to discuss what he's learned in his year and a half of serving North Shore residents. The learning began, he says, when he realized that his restaurant, which serves seasonal, contemporary American cuisine, was coming off as less approachable than he would have liked.

"We came off a little pretentious at the beginning," Brittsan said, "I don't want it to come off that way because that's not how I am."

To change that perception, Brittsan made some subtle changes. He put sandwiches back on the menu in addition to the restaurant's signature hamburger to appeal more to families. He started playing less Rat Pack music, and more a more contemporary mix of alternative, rock and jazz. He also started offering customers the option of bringing bottles of wine in that the chef would create a tasting menu for. It's something he saw happen at Charlie Trotter's in Chicago and was excited to bring to Highland Park. 

"You never want to make a customer leave unhappy, and I think we did in the beginning," Brittsan said.

After reading criticisms that his restaurant was "too expensive, too snooty or too pretentious" on online forums and hearing them word-of-mouth, Brittsan made a larger change: he hired new staff. This includes general manager Eric Feltman, who has worked for Lyric Opera and at a consulting firm for years. Feltman trained the staff to portray a comfortable attitude rather than the austere attitude associated with finer dining.

"When I think about what was here when I arrived, it's night and day," Feltman said.

He explained that the emphasis on comfort gets conveyed by the staff's increased interest in the customer. Waiters are encouraged to be more curious about the diners in an effort to be more helpful.

"We want to know more about you as a guest," Feltman said. "We're paying attention."

Benjamin also recently began serving brunch on Sundays, which includes stuffed French toast -- thick cut brioche, spiced Mascarpone, citrus and cured maple syrup as well as a lamb and feta frittata. He has also made an effort to reduce the prices for popular items like the scallops (from $29 to $25) to make the restaurant an easier place to frequent more often. The ingredients, Brittsan said, are still almost all organic and sustainable.

Restaurants attempting to adapt to their clientele is not a new phenomenon, and the changes are sometimes far more radical than messing with the menu or staff. John Des Rosiers recently closed Moderno, his modern Italian restaurant in Renaissance Place, and reopened as Royce, an upscale American restaurant. Feltman, however, said that Benjamin's changes would stay true to the restaurant's original concept.

"How wonderful that Moderno recognized that the offering was not correct for the community and were willing and able to make that change that would welcome the community back," Feltman said. "For us, the original concept keeps us on track."

Brittsan echoes Feltman's sentiment.

"We haven't really changed that much," he said. "We've just changed our approach."

MS January 18, 2013 at 12:54 PM
Nice to read about the wine pairing opportunity. Will definitely check it out.
Rosemary January 18, 2013 at 01:29 PM
I LOVE Benjamin Restaurant. I have been there many times and have always found the food delicious, beautifully presented, the staff friendly and efficient, and the environment delightful. I was surprised to see that it came off as snooty. I think it's admirable, though, that a restaurant listens to its customers. This speaks very highly of the management.
DLM054 January 18, 2013 at 01:55 PM
This is interesting to know. I've avoided Benjamin for those exact reasons having heard it's pretentious and a higher price point than I'm comfortable with. Now I want to try it out. Hope it's a hometown restaurant that I'll want to frequent.
Bob Levi January 18, 2013 at 02:18 PM
A quote in the above article caught my eye: "He explained that the emphasis on comfort gets conveyed by the staff's increased interest in the customer. Waiters are encouraged to be more curious about the diners in an effort to be more helpful." What a concept! Trein wait staff to care about customers! Too bad more Americans haven't been to Europe where being a waiter is an honored profession and not a part-time gig while hoping a better job can be found. I guess I shouldn't be surprised about the lack of service throughout ALL retail businesses. It''s been declining for years. Maybe restaurant owners should look at their staff training and use it to differentiate themselves from others. Price and qualtiy are important, but service can make all the dirfference in the world.
marco sangria January 18, 2013 at 02:30 PM
i love Benjamins but any retail biz in HP would be difficult to run.. You have a very demanding clientele and the supply side for labor is not strong.
forest barbieri January 18, 2013 at 04:48 PM
Nice article. Hopefully the "Chef Driven" Hamburger Joint accross the street is reading:)
Ai January 18, 2013 at 04:57 PM
Great news! We really like this restaurant and have been twice with our two young children. I agree with the feedback they have received and it would be great if the restaurant invested in some high chairs too, especially if they are now catering more towards families.
Janice Rizzo January 19, 2013 at 05:04 PM
We have loved Benjamin's from the beginning and have watched its evolution. Great that it stays in touch with its clientele and has adjusted to accommodate their preferences. From a "small plate" or sandwich to the best hamburger to their finer cuisine, we have enjoyed it all and even love stopping by for lunch. Keep it up Benjamin!!
MS April 08, 2013 at 07:00 PM
Heard from a friend that Benjamin is now closed? Can someone confirm?

Boards

More »
Got a question? Something on your mind? Talk to your community, directly.
Note Article
Just a short thought to get the word out quickly about anything in your neighborhood.
Share something with your neighbors.What's on your mind?What's on your mind?Make an announcement, speak your mind, or sell somethingPost something