Robert Llilegard and the Duluth Grill Cook Books: A of Pair Delicious Projects

One of my favorite Yogi Berra-isms is, "No one eats there any more because it's too crowded." Truth be told, we still love to eat there. We just pick a time when we believe it won't be as crowded as usual. (By "there" I mean the Duluth Grill, of course.)

In the old days, before it was even an Embers, it was a place where people met friends to smoke cigarettes, drank coffee and complain about the weather. Eventually it became part of the Embers franchise, but didn't change all that much, until Tom and Jaima Hanson took hold of it and gave it a shake. It's hard to believe what an influence "vision" can impart. Today the Duluth Grill is a model of community service and influence.

At its heart is a commitment to locally grown, and Green values. They have gardens on the grounds and on the roof. They are serious about their values. The artwork on the walls is local as well, supporting the local arts scene in a variety of ways. A few years ago one of my paintings at Pineapple Arts was sold, but they did not say who the buyer was. A few months later I saw my Man with a Hooked Nose on the wall at Duluth Grill.

This spring I noticed it was moved. Then I learned it was sold so someone from Japan. Fun!

Tom Hanson has since opened two new restaurants in the Lincoln Park district, each distinctive and each quickly embedded in the life of the community.

Another member of this community who is connected to the Duluth Grill story is Robert Lillegard, a writer and entrepreneur, co-owner of Duluth's Best Bread and founder of Be Our Guest PR. Lillegard paired up with photographer Rolf Hagberg to produce a Duluth Grill Cook Book which sold well enough to encourage Tom Hanson to produce a sequel. I wanted to learn more about this aspect of Lillegard's creative endeavors, having first met him through the Twin Ports Social Media Breakfast where he has been a speaker.

EN: How long had you been writing about food before you wrote the first Duluth Grill Cook Book?

Robert Lillegard: When I was 8, I wrote in a journal about trying my first "omlit" on the airplane. My career sort of took off from there.

EN: What’s the backstory on the Duluth Grill Cook Book? How did you come to hook up with Tom Hanson (owner of Duluth Grill) to take on this project?

RL: I had written about the Grill for several magazines and Tom asked if I would be interested in doing a cookbook. The wheels began to turn...

EN: There are a number of talented photographers in the Northland? Did Tom put you and Rolf together or had you worked with Rolf previously?

RL: Rolf worked for Duluth~Superior Magazine and I always liked his work, so I figured he'd be the guy to partner with. Turns out I was right.

EN: The book is delightfully visual. How much were you involved in page design and layout?

RL: I designed everything myself. Wait, is designer Rick Kollath going to see this? If so, let's put that he designed it. My main role was arguing that the photos should be bigger. Call me a rube, but I like big food photos.

EN: You also did a second cook book for Duluth Grill. Have you done other cook books?

RL: The Copper Hen Cookbook

EN: You once described the process doing fast turnaround books. These obviously require many more decisions. How long did the first take from start to finish?

RL: Just over a year.

EN: If a restaurant wanted to reach to perhaps do a project like this, what would be your process for making it happen?

RL: First we talk about who you are as a restaurant and what you stand for. We also take an honest look at your platform, because if you're tiny, you won't have enough people buying your book to make it worth it. Then we gather recipes, interview you and write some background information, and bring in a photographer to take pictures. We design it and print it and then it's time to market and sell it!

I'm at robert@beourguestpr.com and www.beourguestpr.com

Related Links
Duluth Grill: Getting Noticed 
Minnesota's Top Breakfast Restaurant. Go team!

A Visit with Robert Lillegard: Creating Content That Connects in Our Digital Age

Big shout out to Molly Solberg for the caliber of speakers she's brought to our monthly Social Media Breakfast Twin Ports. July's topic: Creating Good Content. July's speaker: Robert Lilegard, freelance writer, entrepreneur and founder of Be Our Guest, a results-driven PR firm.

Not only did Lillegard talk about how to create content, he demonstrated by his presentation that he could efficiently deliver shovels-full of practical info to help anyone who was seriously listening and taking notes. Practical, purposeful and efficient being the operative words here. Clearly he has walked the walk, and wasn't afraid to generously show us the ropes. What he really showed is that he knew his stuff.

What impressed me is his non-nonsense approach to content marketing. Seriousness does not mean the absence of fun, however. When you read his prose you find it to be lively, engaging, full of wit, and truly fun. No wonder editors like what he brings to the table.

EN: When did you first take an interest in writing?

Robert Lillegard: When I was six years old I wrote my first story. In it a boy finds out his brother is the devil and has to kill him. Interestingly, my brother Michael is five years younger than I am.

EN: How did you come to focus on food writing?

Delicious dish at Duluth Grill is also a work of art.

RL: There is less hate mail than with political op-eds. Although frankly there is also hate mail with food writing. I think if aliens encountered the Internet they would conclude it was a tool designed for turning ignorance into hatred.

EN: How many businesses do you have your hand in? And where did the entrepreneurial call come from?

RL: I have two now, a bakery and a marketing firm. Entrepreneurship was a pretty logical step because my first boss had the philosophy: "if I can't do a job while drinking wine and watching Law and Order, I'm not doing that job." This meant I'd only hear from her if I screwed something up really badly. By the time I officially started my own business I had essentially been supervising myself for years.

EN: Can I assume the alligator story was a publicity move? Where did that idea originate and how did it play out?

RL: Obviously you, too, are under the pay of Big Alligator or you wouldn't be questioning this. Mayors Larson and Ness have stayed silent on the issue but ask Jim Richardson and he will tell you about the rash of alligator attacks. The truth is out there on Perfect Duluth Day!

EN: Tell us about Be Our Guest PR? How did this come about and what is the nature of your business? 

RL: You know how some restaurants and hotels seem to always get covered on the news and in the newspaper, but yours seems to get overlooked? A lot of those have people behind the scenes talking the newspaper into covering them. I'll be that person for you.

EN: Over the past decade social media has emerged as an essential tool for business marketing, but it's still evolving. What are some essential rules or guidelines that businesses need to be aware of when "invading" social spaces for marketing purposes?

Social Media Breakfast at WITC

RL: You have to just accept that Facebook is a paid service now and if you don't pay Facebook you'll be limiting your reach. Your time is worth something too so don't waste it playing the "but it should be free" game.

EN: What is the best writing advice you ever received? 

RL: The persistent get published.

EN: And finally, do you have a boilerplate 3-4 sentence bio I can open with?

RL: Isn't this awful? I am going to insist that you as the writer research this part from what's freely available on the Internet :) I've been written about before; you'll find something.

Robert started his career as a national food and travel writer for magazines like New York Times, Outside Magazine, Cooking Light, Midwest Living, and (surprisingly) Latina. Among other familiar topics and clients, he wrote and published The Duluth Grill Cookbook, which led to a sequel. In addition to his writing about restaurants, he also knows about the hospitality business. Along with his brother he co-owns Duluth’s Best Bread. (EdNote: The names say it all.)

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Learn more about Lillegard and his work at BeOurGuestPR.com.

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Duluth Named One of the Top 10 Best Foodie Cities by Livability.com

This may surprise more than a few locals, but it doesn't surprise me that Duluth has been crowned one of the best "Foodie Cities" in America by Livability.com. For those of us who have experienced the transformation, it's a delicious endorsement and we appreciate the recognition.

Susie and I moved here in 1986 and, to be honest, there just weren't that many places that inspired us as places to go out to eat. We'd lived in the Twin Cities for several years and enjoyed a variety of places that were special to us. Duluth felt constraining when we took up our residence here.

But over time I've observed an ongoing transformation. Maybe it's like watching your own children grow, you just don't notice that much until someone says, "Well my, how your kids have grown!" Evidently others noticed this Duluth transformation as well. In fact, it's been downright impressive. Increasing numbers of establishments, chefs and cooks have demonstrated a commitment to higher standards that include support for local farmers, regional cuisine, appropriate portions and (naturally) delicious food.

Anyone half paying attention has noticed the multiplicity of food shows on television and in Hollywood (eg. Chef and Julie & Julia). How we eat is not only becoming a modern artform but a philosophical approach to life. And I like it.

Here's the press announcement that floated out to the media yestoday:

Duluth Named One of Livability.com’s Top 10 Best Foodie Cities, 2015
Annual list identifies and ranks America’s foodie cities

Foodie culture continues to marinate in U.S. cities, along with its various cousins the farm-to-table and craft-beer movements. Many cities are encouraging restaurant districts and boutique eating, and reaping the benefits. With this in mind, Livability.com has named Duluth a Top 10 Best Foodie City, 2015. Duluth strongly supports local farmers, showcases regional cuisine, and provides residents with an innovative and eclectic mix of restaurants and delicious food to eat.

When choosing the best foodie cities, our editors first analyzed Census data to find cities with high concentrations of restaurants and bars. Using data from Esri and other sources, they looked for cities whose residents choose to eat at independent restaurants rather than chains or fast-food establishments. Our editors also looked at access to healthy food and farmers markets, which provide at-home cooks with fresh ingredients. Finally, just because these cities have great food doesn't mean they should be eating it to excess, so we also factored in the adult obesity rate.

Of course, palates are a subjective thing, so our editors also layered in some other factors like James Beard Award winners, Michelin stars and even Yelp reviews. Finally, we used our experience and judgement to narrow the list into the final Top 10. “You can go on and on about how a strong foodie culture benefits a city economically and leads to more vibrant downtowns,” says Livability editor Matt Carmichael. “But let’s be realistic. It’s really all about having a variety of great food to eat. Who doesn’t want that in their town?”

Duluth restaurants pack pleasant surprises, from small brewpubs churning out full-bodied beers to greasy spoons with vegetarian and even vegan options. Spots such as Duluth Grill, The Portland Malt Shoppe and The Pickwick make up a sophisticated and diverse culinary scene in this lakeside city. In Duluth, show up as you are to most dining halls, and the waiters, cooks and owners treat you as one of the family.

Top 10 Best Foodie Cities, 2015
1. Coral Gables, FL
2. Omaha, NE
3. Pittsburgh, PA
4. Duluth, MN
5. Rockville, MD
6. Bellevue, WA
7. Stamford, CT
8. Tempe, AZ
9. Burlington, VT
10. Walnut Creek, CA

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About Livability.com:
Livability.com explores what makes small to mid-sized cities great places to live, work and visit. We examine issues related to livability such as walkability, cultural amenities, transportation, urban planning, and sustainability through exclusive research and discussions on our blog. We celebrate the accomplishments of these cities through our monthly top 10 lists, our annual ranking of livable cities, our rich photography and conversations with readers in social media. Livability.com is a division of Journal Communications, Inc.

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Fabulous meal featured a tender, delicious bison heart.

A few of our favorite places to visit and re-visit over the years have included Duluth Grill, At Sarah's Table (a.k.a. Chester Park Cafe) and The New Scenic Cafe. But the list is long as regards what Duluth has to offer.

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Naturally food isn't the only reason to make Duluth a destination. This past year Outside Magazine named Duluth the "Best Town Ever." The air is clean, the water fresh and expansive, and the opportunities for hiking, boating, fishing, trail riding and camping are near endless. The view is fabulous for the entirety of its length as it hugs the largest freshwater lake in the world.

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And if you follow this blog you already know we have a thriving arts community. To see more of what Duluth is about, check out Destination Duluth.

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End Notes: The photos here are of dishes prepared by son Micah who has worked in the culinary trade for more than a dozen years, currently a cook at Duluth Grill and At Sarah's Table. The bison heart, lower right, was exquisite, though not yet on any local menus that I am aware of.