Reflections
Rudy’s
NotontheMenu
Howtwobrothersturnedarequestfortakeoutintoanaviationinstitution
ByDaveBenoff
Havinglearnedtheculinaryartsfromtheirfather,aCatskillMountainshotelman,brothersSalandRudyCelentanosawopportunitywhenarestauranttheycouldaffordwentonsaleinHackensack,
N.J.,backin1975.TheytookovertheplaceandreopenedasafamilyrestaurantwithanItalianflair.AndsinceitwasRudywhoputupthelion’sshare,hegottoputhisnameonthesign.TheAndersonStreeteaterysoonbegantodrawcrowdsbecausethebrotherswentoutoftheirwaytosatisfy.Ifitwasn’tonthemenu,nomatter.Ifacustomerwantedit,they’dmakeit.Someoftheclienteledriftedinfromthehangars,rampsandpilotloungesatTeterboroAirport,justafewmilestothesouth.TheaviationcrowdlikedthefareandwantedtheCelentanostofurnishboxedmealsfortheiraircraftpassengers,butthebrothersdeclined,fortablewiththeconceptofremotelyservedmeals. Intheearly1980s,Sal’ssonsJoeandJohngraduatedfromNewYorkUniversityanddecidedtogointobusinesstogether.Whattheirfatherandunclehadregardedasproblematic,theysawasopportunity,and“Rudy’sInflightCatering”wasborn. Operatingonashoestringbudget,thebrothersworkedoutofthebackoftherestaurantinatinyofficeandsmallfoodpreparea.Theycouldn’tevenaffordtheirownphone.RecalledJoe,“Whenapilotcalledinanorder,itcameintotherestaurantandwaspassedontousintheback.” Intheirfirstyear,thebrotherswereproducingmealsforapproximately16aircraftaweek.Ayearandahalflater,theyweredoing15to20aircraftaday,operatedtwovehiclesandhadsixemployees—threeofwhomstillworkforthem—andwerefastoutgrowingtheirbackroomspace.Twootherfactshelpedmotivateasearchfortheirowndigs.First,NetJetswantedtocontractwithacaterer,butsaidthebrotherswouldhavetogrowtheirservicesandcapabilitiessubstantiallyiftheyhopedtowin TheoriginalstaffatRudy’sInflightCateringworkedoutofthebackofarestaurant,butwouldsoonbeintheforefrontofthebusinessaviationcateringindustry. thebusiness.Secondly,UncleRudywantedtosellhiseponymouseateryandretire. AndthusdidJoeandJohnpurchaseandrenovateasmallbuildingonUnionStreetinHackensack,justamileandahalffromTEB’scontroltower.ThedecisioncinchedtheNetJetscontract,andwiththatpanybegantoexpandrapidly.“Weinstantlygrewto35employees,fourtrucksandwereservicingTeterboro,NewarkandMorristown,”saidJoe.Oneofthoseemployeeswastheirfather,Sal. Withthemoveintotheirownfacility,thebrothersconsideredreplacingthenameRudy’s,whichatthatpointwasessentiallymeaningless,withsomething,well,meaningful.“WeneverwantedtokeeptheRudy’sname,”saidJoe,“butbecauseweachievednamerecognitionattherestaurant,wehadtostaywithabrandthatpilotsfortablewith.” Veryquicklythebusinessoutgrewitsnew5,000-square-footlocation,andthebrothersbuilta1,600-square-footadditionandaddedasecondfloorforstorageandcooking.“LookingbacktotheUnionStreetfacility,Idon’thowweeverworkedoutofsuchasmallplace,”saidJoe. In1998,Johntoldhisbrotherthathe foundaplacelocatedonNorthStreetinTeterborothatwasperfectforthem. “WhenIfirstsawitItoldhimthathewasinsane,”saidJoe.“‘Howdoyouexpectmetofillit?
’Iaskedhim.”ButJohnconvincedhisbrotherthatthemovemadesense,andhesoonprovedtoberight.Infact,withinthreeyearstheyhadtoputona1,000-square-footaddition,bringingthefacilitytoitspresent-daysizeof17,000squarefeet.Andinadditiontothat,thebrothersoperateasecondfacilityacrosstheHudsonRiverinElmsford,
N.Y.,justminutesfromWestchesterCountyAirport(HPN).Today,Rudy’sInflightCateringemploys120peopleandservesalltheNewYork/NewJerseymetropolitanairports.It’sa24/7/365operationthatcontinuesasalwaystoanswereverypilot’scallwithahuman,notanansweringmachine. ThesophisticationNetJetswantedinitscatererisapparentinRudy’sdailyoperation.Earlyon,panyadoptedNASA’sHazardAnalysisandCriticalControlPoint(HACCP)program.Developedforthespaceshuttleastronauts,HACCPisaqualityassuranceprogramdesignedtoanalyzepotentialfoodhazards,identifytimeswhenfoodmight ReprintedWithPermissionFromAugust2003Business&CommercialAviation©2003,TheMcGraw-HillCompanies,Inc.Allrightsreserved. Reflections Rudy’sRudy’s Fromspecialbrandstodogtreats,Rudy’s’policyis,“Youwantit,we’llgetitforyou.” beexposedtocontamination,andestablishaprocedureuniquetoaspecificoperation. “IntheUnitedStates,HACCPispletelyvoluntaryprogramanditsimplementationisveryexpensive,”saidJoeCelentano.“Infact,whenwefirststartedtheprogram,Iwonderedifitsvaluewouldbeworththeaggravation.” Notlongafterbeginningtheprogramintheearly1990s,Rudy’sdiscovereditsvalue.ThepilotofaGulfstreamIVcalledJoelateoneafternoonandsaidthathisCEOwasintheemergencyroomwithextremeabdominalpain.TheexecutivewasonadietandthepilotsaidthattheonlythinghehadeatenthatdaywasachickensaladsandwichfromRudy’s. JoeimmediatelybegananHACCPauditofthechickensalad.Hecalledotherflightoperationsthathadalsobeensentchickensalad,andchickenfromthatday’sbatch,butnonereportedanyproblems.Inresearchingallrecords,hediscoveredatnotimewasthechickenoutoftemperatureorexposedtocontamination.ThequickauditsuggestedthechickenwasOK.Itwasn’tuntilthenextdaythattherealculpritemerged.ItseemsthattheCEOwasbeingbadgeredintodietingbyhiswife,andhadhislimodriveroffandpickuptwohotdogsforhimfromaNewYorkstreetvendorbeforeheadingouttotheairport.Itwasthehotdogs,notthechicken,thathadbeencontaminatedandgavetheexecutivefoodpoisoning. Afterthisincident,thebrothersweretruebelievers.Asaresult,today,at Awinecellarthatasommelierwouldenvy andbottomofthehour,aredlightandbuzzergooffandworksasasteadystreamoffoodhandlersgotothewashbasinstocleantheirhands.Inaddition,everytimeaworkerchangestoadifferenttypeoffood,heorshewashestheirhandsagain.Andeverysixmonths,anemployeeisrequiredtoattendrecurrenttrainingonbiohazards,microbiologyandfoodhandling,amongotherthings.Attheendoftraining,theemployeesaretestedandifthepersonisasupervisor,heorshemustcorrectlyanswerallquestionsregardingFDArequirements. “NowthatwepletelyadaptedHACCPtoourfacility,wearedemandingthatallourvendorsbepliant,”saidJoeCelentano. Oncethefoodleavesthebuilding,itisplacedinCornishcontainersinsidethetruckandthentorefrigeratorslocatedattheFBOs.“WepurchasetherefrigeratorsfortheFBOsatacostof$3,000perunit,”saidJoe.“However,theFBOisresponsibleformaintainingitandwewillvalidatethattheunitsareuptoHACCPlevels.” TheFoodandDrugAdministration,whichmonitorsfoodhandling,auditsRudy’satleasttwotimesayear.ThelocalFDArepresentativetoldB/CAthatRudy’swasmorelikeahigh-endrestaurantthanacatererbecauseitcustomcooksforeachorder,whereasthebigcaterersuseanassembly-lineprocesswhenputtingtogethermeals. “Wealsohandlealowervolumeofordersthandoesthetypicalcaterer,”saidJoe.Rudy’s,onaveragemovesapproximately300ordersperday,whereasanairlinecaterermightmove30,000ordersinaday. “Someofourcustomersaskforuniquethings,”saidJohnCelentano.AndfollowinginthetraditionoftheoriginalRudy’srestaurant,ifacustomerwantsit,Rudy’s ReprintedWithPermissionFromAugust2003Business&CommercialAviation©2003,TheMcGraw-HillCompanies,Inc.Allrightsreserved. Rudy’s Themasterchefawaitsyourorder.Rudy’shas neverfailedtomeetacustomer’srequest. Inflightwillgetit.OntheorderstableduringaB/CAvisitwasawidevarietyofitems,rangingfromexoticcheesestoMilkBonesforoneexec’sdog. Rudy’shasaliquorlicenseanditsTeterborowinecellarrivalsthoseofthegreatrestaurantsofNewYorkCity.Inaddition,Rudy’spletelyexhausttheequivalentofitsentirecellareverythreemonths. “Wehaveitall,”saidJoe.“Ifyouwantsushi,wehaveasushiein.Wantkosherfood?
WehaveakosherHACCPkitchenoncontract.”Rudy’sevenhasafloristwhowillprovidespecialflowerarrangementsforyourflight. OnoneasionduringagatheringattheUnitedNations,Rudy’sfounditselfprovidingserviceformorethan20foreigngovernments.“Itwasinterestinghavingthesecretservicesfromdifferentcountriesobserveouroperation,”saidCelentano.“Infact,thereweretimeswhenwehadtwocountriesthatdidn’tgetalonghavingtoworktogetherinclosequarters.” OnedignitaryonaworldtourwassoconfidentinRudy’sservicethathetookfourcoffin-sizecontainersoffoodwithhimsohewouldn’thavetotakeaboardanyprovisionsfromanywhereelse.Inatighteconomythepriceofservices,includingcatering,isalwaysunderreview.ButtheCelentanosareconfidentthattheirsmeasuresup.“Weknowpriceisanissue,”Joeacknowledged.“Butifserviceisable,thecostsshouldbejustified.Ourcustomerswantquality,”headded,“andbecauseofmyrelationshipwiththevendors,IcangetanythingIneedonamoment’snotice.” AndthathasalwaysbeenthekeytoRudy’sservice,Joeexplained,adding:“Ifyouwantit,we’llgetitforyou.”B/CA ReprintedWithPermissionFromAugust2003Business&CommercialAviation ©2003,TheMcGraw-HillCompanies,Inc.Allrightsreserved.
N.J.,backin1975.TheytookovertheplaceandreopenedasafamilyrestaurantwithanItalianflair.AndsinceitwasRudywhoputupthelion’sshare,hegottoputhisnameonthesign.TheAndersonStreeteaterysoonbegantodrawcrowdsbecausethebrotherswentoutoftheirwaytosatisfy.Ifitwasn’tonthemenu,nomatter.Ifacustomerwantedit,they’dmakeit.Someoftheclienteledriftedinfromthehangars,rampsandpilotloungesatTeterboroAirport,justafewmilestothesouth.TheaviationcrowdlikedthefareandwantedtheCelentanostofurnishboxedmealsfortheiraircraftpassengers,butthebrothersdeclined,fortablewiththeconceptofremotelyservedmeals. Intheearly1980s,Sal’ssonsJoeandJohngraduatedfromNewYorkUniversityanddecidedtogointobusinesstogether.Whattheirfatherandunclehadregardedasproblematic,theysawasopportunity,and“Rudy’sInflightCatering”wasborn. Operatingonashoestringbudget,thebrothersworkedoutofthebackoftherestaurantinatinyofficeandsmallfoodpreparea.Theycouldn’tevenaffordtheirownphone.RecalledJoe,“Whenapilotcalledinanorder,itcameintotherestaurantandwaspassedontousintheback.” Intheirfirstyear,thebrotherswereproducingmealsforapproximately16aircraftaweek.Ayearandahalflater,theyweredoing15to20aircraftaday,operatedtwovehiclesandhadsixemployees—threeofwhomstillworkforthem—andwerefastoutgrowingtheirbackroomspace.Twootherfactshelpedmotivateasearchfortheirowndigs.First,NetJetswantedtocontractwithacaterer,butsaidthebrotherswouldhavetogrowtheirservicesandcapabilitiessubstantiallyiftheyhopedtowin TheoriginalstaffatRudy’sInflightCateringworkedoutofthebackofarestaurant,butwouldsoonbeintheforefrontofthebusinessaviationcateringindustry. thebusiness.Secondly,UncleRudywantedtosellhiseponymouseateryandretire. AndthusdidJoeandJohnpurchaseandrenovateasmallbuildingonUnionStreetinHackensack,justamileandahalffromTEB’scontroltower.ThedecisioncinchedtheNetJetscontract,andwiththatpanybegantoexpandrapidly.“Weinstantlygrewto35employees,fourtrucksandwereservicingTeterboro,NewarkandMorristown,”saidJoe.Oneofthoseemployeeswastheirfather,Sal. Withthemoveintotheirownfacility,thebrothersconsideredreplacingthenameRudy’s,whichatthatpointwasessentiallymeaningless,withsomething,well,meaningful.“WeneverwantedtokeeptheRudy’sname,”saidJoe,“butbecauseweachievednamerecognitionattherestaurant,wehadtostaywithabrandthatpilotsfortablewith.” Veryquicklythebusinessoutgrewitsnew5,000-square-footlocation,andthebrothersbuilta1,600-square-footadditionandaddedasecondfloorforstorageandcooking.“LookingbacktotheUnionStreetfacility,Idon’thowweeverworkedoutofsuchasmallplace,”saidJoe. In1998,Johntoldhisbrotherthathe foundaplacelocatedonNorthStreetinTeterborothatwasperfectforthem. “WhenIfirstsawitItoldhimthathewasinsane,”saidJoe.“‘Howdoyouexpectmetofillit?
’Iaskedhim.”ButJohnconvincedhisbrotherthatthemovemadesense,andhesoonprovedtoberight.Infact,withinthreeyearstheyhadtoputona1,000-square-footaddition,bringingthefacilitytoitspresent-daysizeof17,000squarefeet.Andinadditiontothat,thebrothersoperateasecondfacilityacrosstheHudsonRiverinElmsford,
N.Y.,justminutesfromWestchesterCountyAirport(HPN).Today,Rudy’sInflightCateringemploys120peopleandservesalltheNewYork/NewJerseymetropolitanairports.It’sa24/7/365operationthatcontinuesasalwaystoanswereverypilot’scallwithahuman,notanansweringmachine. ThesophisticationNetJetswantedinitscatererisapparentinRudy’sdailyoperation.Earlyon,panyadoptedNASA’sHazardAnalysisandCriticalControlPoint(HACCP)program.Developedforthespaceshuttleastronauts,HACCPisaqualityassuranceprogramdesignedtoanalyzepotentialfoodhazards,identifytimeswhenfoodmight ReprintedWithPermissionFromAugust2003Business&CommercialAviation©2003,TheMcGraw-HillCompanies,Inc.Allrightsreserved. Reflections Rudy’sRudy’s Fromspecialbrandstodogtreats,Rudy’s’policyis,“Youwantit,we’llgetitforyou.” beexposedtocontamination,andestablishaprocedureuniquetoaspecificoperation. “IntheUnitedStates,HACCPispletelyvoluntaryprogramanditsimplementationisveryexpensive,”saidJoeCelentano.“Infact,whenwefirststartedtheprogram,Iwonderedifitsvaluewouldbeworththeaggravation.” Notlongafterbeginningtheprogramintheearly1990s,Rudy’sdiscovereditsvalue.ThepilotofaGulfstreamIVcalledJoelateoneafternoonandsaidthathisCEOwasintheemergencyroomwithextremeabdominalpain.TheexecutivewasonadietandthepilotsaidthattheonlythinghehadeatenthatdaywasachickensaladsandwichfromRudy’s. JoeimmediatelybegananHACCPauditofthechickensalad.Hecalledotherflightoperationsthathadalsobeensentchickensalad,andchickenfromthatday’sbatch,butnonereportedanyproblems.Inresearchingallrecords,hediscoveredatnotimewasthechickenoutoftemperatureorexposedtocontamination.ThequickauditsuggestedthechickenwasOK.Itwasn’tuntilthenextdaythattherealculpritemerged.ItseemsthattheCEOwasbeingbadgeredintodietingbyhiswife,andhadhislimodriveroffandpickuptwohotdogsforhimfromaNewYorkstreetvendorbeforeheadingouttotheairport.Itwasthehotdogs,notthechicken,thathadbeencontaminatedandgavetheexecutivefoodpoisoning. Afterthisincident,thebrothersweretruebelievers.Asaresult,today,at Awinecellarthatasommelierwouldenvy andbottomofthehour,aredlightandbuzzergooffandworksasasteadystreamoffoodhandlersgotothewashbasinstocleantheirhands.Inaddition,everytimeaworkerchangestoadifferenttypeoffood,heorshewashestheirhandsagain.Andeverysixmonths,anemployeeisrequiredtoattendrecurrenttrainingonbiohazards,microbiologyandfoodhandling,amongotherthings.Attheendoftraining,theemployeesaretestedandifthepersonisasupervisor,heorshemustcorrectlyanswerallquestionsregardingFDArequirements. “NowthatwepletelyadaptedHACCPtoourfacility,wearedemandingthatallourvendorsbepliant,”saidJoeCelentano. Oncethefoodleavesthebuilding,itisplacedinCornishcontainersinsidethetruckandthentorefrigeratorslocatedattheFBOs.“WepurchasetherefrigeratorsfortheFBOsatacostof$3,000perunit,”saidJoe.“However,theFBOisresponsibleformaintainingitandwewillvalidatethattheunitsareuptoHACCPlevels.” TheFoodandDrugAdministration,whichmonitorsfoodhandling,auditsRudy’satleasttwotimesayear.ThelocalFDArepresentativetoldB/CAthatRudy’swasmorelikeahigh-endrestaurantthanacatererbecauseitcustomcooksforeachorder,whereasthebigcaterersuseanassembly-lineprocesswhenputtingtogethermeals. “Wealsohandlealowervolumeofordersthandoesthetypicalcaterer,”saidJoe.Rudy’s,onaveragemovesapproximately300ordersperday,whereasanairlinecaterermightmove30,000ordersinaday. “Someofourcustomersaskforuniquethings,”saidJohnCelentano.AndfollowinginthetraditionoftheoriginalRudy’srestaurant,ifacustomerwantsit,Rudy’s ReprintedWithPermissionFromAugust2003Business&CommercialAviation©2003,TheMcGraw-HillCompanies,Inc.Allrightsreserved. Rudy’s Themasterchefawaitsyourorder.Rudy’shas neverfailedtomeetacustomer’srequest. Inflightwillgetit.OntheorderstableduringaB/CAvisitwasawidevarietyofitems,rangingfromexoticcheesestoMilkBonesforoneexec’sdog. Rudy’shasaliquorlicenseanditsTeterborowinecellarrivalsthoseofthegreatrestaurantsofNewYorkCity.Inaddition,Rudy’spletelyexhausttheequivalentofitsentirecellareverythreemonths. “Wehaveitall,”saidJoe.“Ifyouwantsushi,wehaveasushiein.Wantkosherfood?
WehaveakosherHACCPkitchenoncontract.”Rudy’sevenhasafloristwhowillprovidespecialflowerarrangementsforyourflight. OnoneasionduringagatheringattheUnitedNations,Rudy’sfounditselfprovidingserviceformorethan20foreigngovernments.“Itwasinterestinghavingthesecretservicesfromdifferentcountriesobserveouroperation,”saidCelentano.“Infact,thereweretimeswhenwehadtwocountriesthatdidn’tgetalonghavingtoworktogetherinclosequarters.” OnedignitaryonaworldtourwassoconfidentinRudy’sservicethathetookfourcoffin-sizecontainersoffoodwithhimsohewouldn’thavetotakeaboardanyprovisionsfromanywhereelse.Inatighteconomythepriceofservices,includingcatering,isalwaysunderreview.ButtheCelentanosareconfidentthattheirsmeasuresup.“Weknowpriceisanissue,”Joeacknowledged.“Butifserviceisable,thecostsshouldbejustified.Ourcustomerswantquality,”headded,“andbecauseofmyrelationshipwiththevendors,IcangetanythingIneedonamoment’snotice.” AndthathasalwaysbeenthekeytoRudy’sservice,Joeexplained,adding:“Ifyouwantit,we’llgetitforyou.”B/CA ReprintedWithPermissionFromAugust2003Business&CommercialAviation ©2003,TheMcGraw-HillCompanies,Inc.Allrightsreserved.
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