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How Beatrix nails the all-day restaurant format with its chef-driven menu

With corporate chef Andrew Ashmore at the helm, the Lettuce Entertain You concept pulls in crowds for breakfast, lunch and dinner.

Patricia Cobe, Senior Editor

November 2, 2023

At its five locations in the Chicagoland area, Beatrix pulls in crowds all day long. Andrew Ashmore, corporate chef and partner in the Lettuce Entertain You restaurants has created a widely appealing menu with elevated touches such as house-baked breads and pastries, handcrafted cocktails and locally sourced ingredients. The varied menu includes plenty of vegetarian items for lunch, dinner and weekend brunch—the busiest meal occasion, said Ashmore.

Chef Ashmore

Andrew Ashmore

Listen as he describes how his culinary journey landed him with Lettuce Entertain You, how he is constantly upgrading the menu with seasonal items, how a revitalized catering program is growing revenue and what to expect from Beatrix in 2024 and beyond.

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About the Author

Patricia Cobe

Senior Editor

Pat plans and executes the menu sections of Restaurant Business and FoodService Director, covering food and beverage trends, Menu R&D, profiles of chefs and restaurateurs and Technomic research. She also contributes to the digital content of both RB and FSD and is editor of two weekly e-newsletters, Recipe Report and On the Menu. Pat’s weekly podcast, MenuFeed, covers a wide range of menu topics through interviews with chefs and operators.

Pat came to Winsight from Hearst, where she was an executive editor. She is the co-author of the Mompreneurs series of books as well as two cookbooks. She graduated from Cornell University and earned a Masters in Journalism from Boston University. She is active in several professional organizations, including Les Dames d’Escoffier and the International Foodservice Editorial Council (IFEC), and serves as a judge for the James Beard Media Awards.

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