INTERVIEW

ON THE ADVISE OF COUNSEL... In 1979, two lawyers created a restaurant  rating survey that relied on the reviews of a multitude of diners to determine an overall assessment, rather than the discernment of a handful of restaurant  critics. Today, those lawyers, Nina and Tim Zagat, have expanded the survey into a well-traveled collection of guides that cover the culinary scene in 70 cities and comprise the opinions of well over 100,000 participants. Restaurateurs and chefs hang on the release of their latest guide that will in part determine their fate– coaxing new customers to their doorstep, shepherding visiting business people and tourists to waiting tables, or, perhaps, signaling their shame and doom with a poor review. Twenty-five years later, Nina and Tim Zagat have retained their love and awe of the restaurant world and are pleased to be the people that people go to to find a good meal.

How do you pronounce your last name?
ZuhGat - Like The Cat in the Hat, and that’s that.

How often do you eat out at restaurants?
Tim and I are dining out in restaurants for both lunch and dinner four to five days a week. On the weekends we eat in…cooking at our home in the country and just relaxing. 

Where do you hail from originally?
We are both native New Yorkers.

Have you considered opening a restaurant of your own?
Prior to starting our surveys, the thought of opening a restaurant had crossed our minds from time to time, but never after that.  We now have come to understand that opening, running and maintaining a successful restaurant is one of the most challenging endeavors in the world. 

Have any (obviously meritless) lawsuits arisen from displeased restaurateurs?
Only twice in 25 years.

Which kitchens are at the top of their game?
Our 2004 America’s Top Restaurants guide, names a few different restaurants which received a “Food” rating of 29:  Oishii (Boston); French Room, Lola (Dallas); Fountain, Le Bar Lyonnais, Le Bec-Fin (Philadelphia); Gary Danko, Marinus (San Francisco Bay Area); Mistral (Seattle); Xavier’s at Piermont, Freelance Café (Southern NY State); Inn at Little Washington (Washington, DC).

What do you believe will be “The Next Big Thing” in the restaurant industry?
Japanese cuisine is experiencing a widespread surge in popularity.  In virtually all of the cities we cover, high-end Japanese restaurants are among surveyors’ favorites.

Nina, you have culinary training. Tim, what is the extent of your cooking ability?
Nina is a phenomenal cook.  My cooking abilities are limited to the grill. 

Do you find that one of the assessment categories—food, décor or service—consistently outweighs the others?
Our assessment categories are purposely presented separately.  Each category represents a different part of the dining experience.  Even the same person can give different weight to these separate aspects of the dining experience at different times.

In which market are surveyors the most demanding? The least?
As one would assume, Parisian surveyors tend to be the most demanding of all our markets.  New Orleans surveyors are the most generous – in spite of the fact that they are critical of the service they receive.

 What are the qualifications for your surveyors?
We seek people who are avid/passionate about different leisure activities (dining, travel, theater, shopping, golf, etc.).  Potential surveyors should register to vote at zagat.com.

What is the demographic breakdown of your surveyors?
There is an equal split between men and women surveyors, with 48% between the ages of 18-39, and 52% are 40 plus.

Do you ever have trouble getting a table?
Sure, but not often.

Any guilty food pleasures?
Nina:  Chocolate
Tim:  Foie Gras

What are your favorite “unfit to print” comments?
We are always amused and surprised by the wit of many of surveyors and infinitely encourage our participants to use humor when writing their comments/reviews.  A few that we have posted on zagat.com as “unfit to print” are:

  “Suffers from delusions of adequacy….”

  “Took a doggie bag home, the dog refused it.”

  “Saves fuel bills – the heartburn will keep you warm all winter.”

  “Like a skunk, it’s small, it’s cute and it stinks.”

  “A petri dish experiment gone horribly, horribly wrong.”

  “I get sick from the food every time.  At least it has consistency.”

Beethoven, Coltrane or the Beatles?
Nina:  Beethoven
Tim:  Beatles.

What is the worst current trend?

Being trendy.

What needs to be done to keep the industry vital?
As service remains the weak link in the industry, we need to train more young people for the front-of-the-house.

How has the wireless world changed your business?
Exponentially.