How business, doctors and journalists prey on your food anxieties I

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CUinaire staff preparing breakfast at the Texas state caplo! "Presentation is merch<strong>and</strong>ising, <strong>and</strong> merch<strong>and</strong>ising is everything." Lo .e Field airport, Gussoni displacs finished s<strong>and</strong>wiches placed in a glass case so travelers can examine the seltole-grair, brcad, meats, cheeses <strong>and</strong> dressings before m,ildng a sciection-visual tasting again . Asserts Gussoni : "Carercrs often box things for s•olume, but the customer c :m't see the fod ." Gussoni apprenticed Itimself to the fod b«,siness after graduating from The Citadel in 1976 . For the next three vears he «orlced 100-hour weeks as a maitre d' in South Carolina countr.clubs . From the clubs he graduated to running in-storc restaurants for Blooniingdale's <strong>and</strong> Federated Department Stores in Sen• York, Dallas <strong>and</strong> Miami . Gussoni introduced such dishes as pumpkin tortellini <strong>and</strong> rotisserie chicken, injecting k 'en e into *_'.te staid depattment store cuisine . His big break came in 1988 . Lucv Crow Billingsley, Mho then headed the Dallas Market Center (owned b- deceloper Trammell CrosN's childrenl, invited Gussoni to run catering services at the huge sho«-room <strong>and</strong> uade-show facilin', "~Ve wanted to establish another le~el of expecrr tion ;' Billingslesesplauns, Gussoni deiivered . He incigorated dte facilin"s tired hotdog-<strong>and</strong>-chili Forbes . dugust 14, 1995 far'e with fniit drinks, fresh s<strong>and</strong>niches <strong>and</strong> Italian food . Mhen the Ramses the Great museum exhibit came to Daiias in 1989, he persuaded Billinasic}, to let the :blar'.cet Center run " restaurant kcved to the exhibit- Gussoni designed a restauiant completc %sith columns <strong>and</strong> hieroghphs, <strong>and</strong> semcd dishes inspired bv North Africa : iamb <strong>and</strong> okrastewserred orer couscous, for example, <strong>and</strong> grilled chicken with yogurt <strong>and</strong> pita bread s<strong>and</strong>wiches . "He's a salesman," says Billingslev, "<strong>and</strong> he's hmtgre .^ Under Gussoni the Market Center's food-sen'ices reaenues doubled, to $13 million bv 1992 . Gussoni -,vanted to e % p<strong>and</strong> the Market Ccnter's catering <strong>business</strong>, but manaeement «'asn't interested <strong>and</strong> agreed to Visual tasting: At the snack bar he runs at Dallas' Love Field airport, Gussoni displays fln.ished s<strong>and</strong>wiches placed in a glass case so travelers can examine the whole-grain bread, meats, cheeses <strong>and</strong> dressings before making a selection, sell the of}=sitc part of the <strong>business</strong> to him in \o%embcr 1993 . Gussoni scill sav onh• that the price was "less than S1 million" He got catering equipn :ent, 35 employees <strong>and</strong> a revenue stream saorth arotmd S3 million a year . Without a salan, for the first time ill his career, Gussoni had to mo °e fast . The tirst month he signed the Dallas Farmers Market to a food-sen°ices contract, Contracts ro run cafeterias at Ericsson Inc . <strong>and</strong> Apple Computer oliices followed, as Ncell as a contract to run food senices for the Dallas Comention Centcr . In 1994 Culinaire won a 15-vear contract to operate the dining facilities in two Embassv Suites hotels in tim Dallas area . The facilities were losing money, but instead of cutting costs Gussoni hired more staff <strong>and</strong> bctter mairagentent to improce service . This svas kcv, he says, to the fact that the operations were turning a profit within four months . Gussoni is trring to sign up new clients in institutions like hospitals . Late last vea; he opened a sir-down ltalian restaurant called Nicola's in the Dallas Galleria . The Dallaa-LtornirLlr Vewrs recently rated it one of the cin's best new spots . C ;ncle Tobia would have expected nothing less. ~ 20466'7339,9 141 http://legacy.library.ucsf.edu/tid/agf97d00/pdf
TRW Today In 1994, 7RW's sales <strong>and</strong> wrninus reached record Ievels. Return on assets employed was the highest Fronl aulontobile safety to a network of data relay satellites, TRW is translating technology leadership "There is value in invention . TRW's history proves that the smart investor's best friend is a smart inventor." Prrer 5 .lldlman. Freidrm <strong>and</strong> Chie) operarinR o11i rrr in a decade, Total debt decllned by 20 percenl . I believe we am well positioned to contlnue gowutg faster Ihan the markets we serve . TRW's success is built on its ability to invent technologies that create high-growth <strong>business</strong> opportunities . In the 1984 for example.TRW automotive <strong>and</strong> aerospace engineers developed a superior aummobile satety system . The company into marketleadershlp. AndTRW inventiondefivers a growing return on investment . A COMPANY OF FtRSTs ~ Firsriwopieceautomohilcengincnlve .l'Mlt . Fiat Siltrnmes9rcmllengmerxlve f921;huihcngiuc vslves for l.indhergh's uansennnlic AighL 19'27. ~ Firstbull-jointsuspeu5onsyslrni .1953 . Fiat enmpmq m builn a spacen'sB, Pioveer I, 1958 . , F6stmnuolod khms,ttl¢tcngine,Apollolunsiiankr,19h9. ~ FirsillS .ealGlilesysremforslaregicdefense,197p_ . F/rn to Inavduce a oxtionwide cnmpulenwl aedit rcpmtingsysmm,1971 . Invested a billion dollars in iLv,' aU bag capabifities . I pyryt Innsuioemm seet life nn uNcr pfanels, Pnq . Now,'fRW,wilhitsworldwidesubsidiaries,is 'Ftrnmre, ;llsocosnoan .ax°rysa'l6ms,19y7"1979 . ~ Firstspecmallrolenveommisrsys¢m,Pionecr10,19g3 . ~ the global leader in air bag systems . We expect I Fiat r„uy tanrninnal vety thigh apom tncegam lla circuil chip . 1983. eScCllent returns to co0tinue well into the next ~ Firsteoai bel[ prttmisiPUny 1 vRe, t987 . Fiat °igvala{uipnmanauo-mwtivekeykssenvyrywan,1988 . centruyforfront<strong>and</strong>sideairbags,smarttCstraint5, I ' Fi2tcampleRfromalnir ba gnndsemorsyeam, 1989 . stecringsystems,enginevnjves,<strong>and</strong>autOmotive . We are also putruig our aerospace ; FirstamioNymmplimen4iywnsamercreduanon,1992, i I FyrstemnmwiwiansleylomlrothLaw sateWlesy9em,199'3, 'electronics skillstoworkondozensofnondefense,natiolal Autaininfive .Aerwparx .Infonnetion.lnnovlatinn. priority projects. Thereistialuchtinvention.TRW'shistaryprores ~ ∎~ s Ihat the smart investor's best fiierld is ayrizrt irtventol: , 7~~/ Fmu7RW AnnualRepon, wri,e iRW fnr., Depr . L, 19W1 Richmond Rd ., Clrrdund .Ohiu J>l2ld]G0_ cnwi. . as sax .i erhn .a .,nm unin< http://legacy.library.ucsf.edu/tid/agf97d00/pdf
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ForbesS GUBUST 14. 1995 • VOLUME
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M1i How Many Peopl
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Sarah knows a lot about diabetes .
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Bangkok . . . The beet of both worl
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Mazda presents a new take on the ol
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ery fifty-6ce minutes Old Faithful
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Other Comments Waffling Away the Ti
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Commentary on events at home <stron
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One of the largest teams at the Oly
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ie niercern.visenr SL-Class . For m
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ket . They're reluctant but hase li
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Remember your first time driving al
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I Toshiba Multimedia /100, 0 sA1
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I ~ , I SOUNDS SO REAL, PEOPLE WILL
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Using phony invoices, importers are
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ADVERTISEMENT 2 THE SKYTEL U .S . C
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ADVERTISEMENT 4 The Golf Club of Ge
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under par, matched a $3,000 first-p
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Riviera Country Club, Pacijc Palisa
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ADb'ER'TISESiEVf 12 T H E S O U T H
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ADVERTISEMENT 14 The other Pilgrim'
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Wvnstone Golf Club, North Barringto
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WE CAN GIVE YOU VIRTUALLY EVERYTHIN
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204G6"13338 BUSINESS REPLY MAIL FIR
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One of the great success stories of
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Page 89 and 90: i i i Patel, Inc. Patel), whose com
Page 91 and 92: Mylan Laboratories Making tablets i
Page 93 and 94: OUR FINANCIAL SIDLLS HELPED ONE COL
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Page 123 and 124: The supreme irony of World War II-<
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FORBES MARKET C0 L* A* S* S * F# I
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