10 Nifty Ways to Sell More Soup
Ideas by Chef Mike Speranza
(CEC, East Region, Custom Culinary, Inc.)

Think a bowl of soup is just a bowl of soup, the value-priced fallback item for penny pinchers and traditionalists? Think again. Creatively menued, presented and garnished, soup can become a signature, worthy of customer attention and premium pricing. Check out these cool ideas for hot soup—and hot ideas for cold ones.

1. Present two soups in one bowl. Pick soups of equal viscosity (for instance two cream or pureed soups), with contrasting colors and complementary flavors, such as a broccoli puree paired with creamy white cheddar soup. Pour them simultaneously—preferably into a deep, narrow bowl, rather than a shallow one—and transport to the table with a steady hand. With the proper staff training, this can also be a very dramatic way to serve soup tableside, from a pair of pitchers or gravy boats.

2. Make soup part of a tasting menu. Give a different soup to each guest at the table—thus encouraging sharing. Rick Tramonto at Tru restaurant in Chicago almost always serves a selection of soups as part of a chef’s tasting menu. Or, serve soups at several points during a sumptuous multi-course menu.

3. Pay attention to the bowl itself. China manufacturers are coming up with all sorts of interesting patterns, shapes and combinations, which can be used to complement or even inspire a particular soup. Don’t limit yourself, either—what about an elegant brothy or creamy soup served in a teacup along with a savory biscotti, for a witty turn on tea and biscuits? An individual aspic mold is also a surprising container for soup, especially when it’s bedded in ice for a refreshing cold soup.

4. Amp up soup service. Present soups at the table, from a tureen, pitcher, teapot or other service vessel. You can also present the solids already in the bowl, as in a cream of asparagus soup poured over artfully arranged crabmeat and poached asparagus tips. The aroma, not to mention the drama, of a soup poured or ladled out in front of the guest is incomparable.

5. Offer a soup sampler. Present a trio of different soups presented in small cups on a platter, or even in a bento box (this is where it pays to get creative with tableware). This concept is especially suitable for small plate menus where people are encouraged to sample and pass plates around the table.

6. Make soup more shareable. Speaking of modular menus, Erik Hopfinger at CIRCA restaurant in San Francisco has figured out a clever way to incorporate soup and a sandwich into his nostalgia-driven “shared plates” menu: Smoky roasted tomato soup is brought to the table in a communal terrine, surrounded by miniature grilled cheese sandwiches.

7. Add interest with stir-ins. Outfit a self-serve soup station with appropriate condiments and garnishes, such as chopped chives, crumbled bacon and shredded cheese for baked potato soup, or a shaker of Old Bay seasoning, some seasoned croutons, and a cruet of sherry or brandy for seafood bisque. You can even put sauces and garnishes, such as tomato concasse or sherried sour cream, in squeeze bottles for customized “paint jobs”—it’s not just celebrity chefs who get to use squeeze bottles!

8. Bring the idea to the table. The customizable concept can also work for full service by accompanying soup with a caddy of different garnishes and sauces, for guests to add at will. This idea works wonderfully with tortilla soup, for instance (offer sliced scallions, jalapenos, toasted pumpkin seeds, diced fresh avocado, sour cream, and so on), as well as for gazpacho (with additions of chopped vegetables, croutons, cilantro and olive oil).

9. Make it a combo. Soup and a salad or half-sandwich is always a popular lunchtime option, but don’t feel limited. Pair soup with an appetizer or a substantial, value-added accompaniment, such as borscht with a side of pierogi or meat-stuffed pastries, pea soup with a ham or cheddar biscuit

10. Inaugurate a daily soup program. Panera Bread has had amazing success with a regular rotation of daily soups, printing up a calendar so customers know when their favorite is being served. Throw in a daily surprise so people keep checking.

Creatively menued soups can be real money makers, from perennial favorites like lobster bisque to more one-of-a-kind inventions. Soup also represents a terrific way to utilize time, overproduction, and other “leftovers.” Start with a good stock, like any one of Custom Culinary^® high-quality food bases, and you’ve got yourself a new specialty.

Some great recipes with Custom Culinary^® products:
Tex Mex Turkey Chili
New England Clam Chowder
Bistro-Style Chicken Noodle Soup