Rick Bayless Q&A

Rick Bayless Chef Frontera Hospitality
Rick Bayless, Celebrity Chef and President, Frontera Hospitality (Photo by Galdones Photography)
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Celebrity Chef and President, Frontera Hospitality


Rick Bayless is a seven-time James Beard award winning chef and the foremost expert on authentic Mexican cuisine in America. His portfolio of award-winning, critically acclaimed restaurants include Frontera Grill, Topolobampo, Xoco, and Bar Sótano.

As the winner of Bravo’s Top Chef Masters as well, Rick Bayless has received multiple Emmy nominations for his highly rated Public Television series, Mexico – One Plate at a Time, and has authored nine best-selling cookbooks. The Government of Mexico has bestowed on Rick the Mexican Order of the Aztec Eagle–the highest decoration bestowed on foreigners whose work has benefitted Mexico and its people. He has also earned the Julia Child Foundation Award, a prestigious honor given to “an individual who has made a profound and significant impact on the way America cooks, eats and drinks.”

Most importantly, he has become a leading participant with many of America’s leading chefs in the battle to save the restaurant industry as a founder of the Independent Restaurant Coalition (IRC). The IRC continues to lead the battle to ensure that replenishment of the Restaurant Revitalization Fund with a goal of saving 200,000 independent bars and restaurants at risk of closing permanently. 

With that goal in mind, on Monday, January 27, 2022 at 8:00 p.m. ET, Bayless will give a keynote demo to benefit the IRC. He will be joined by Top Chef Finalist and Chef/Owner of the forthcoming Kann restaurant, Gregory Gourdet, and award-winning author and proprietor of the iconic Death & Co, Alex Day. Foodies and industry guests are being asked to make a $250 donation for their place at this special virtual table that will be hosted by Top Chef judge, food expert, and author Gail Simmons. 

With that in mind, Total Food Service wanted to get Chef Rick Bayless’ thoughts on where we go as an industry as we get ready for 2022. 

  • Simplot Frozen Avocado
  • Atosa USA
  • T&S Brass Eversteel Pre-Rinse Units
  • McKee Foodservice
  • Texas Pete
  • BelGioioso Burrata
  • Day & Nite
  • Red Gold Sacramento
  • DAVO Sales Tax
  • Imperial Dade
  • RATIONAL USA
  • Inline Plastics Safe-T-Chef
  • RAK Porcelain
  • AyrKing Mixstir

What led to your initial involvement with IRC?

It was clear that the independent restaurants in Chicago, and across the country, didn’t have a representation in Washington, DC where policies were being made to address the impact of the pandemic on restaurants. Truthfully, it felt like we never really had to act as one singular group, at least in any formal sense on a national scale. But when the shutdowns began, it became quite clear that independent restaurant operators needed to band together because we were all pretty much in the same boat. 

What were the issues that you saw the IRC lead the battle for survival and then for funding?

All of us were very concerned about just keeping the lights on in our restaurants and taking things day by day. Many of us had to make extremely painful decisions to lay off staff or take an indefinite hiatus, and when you’re thinking about those things you’re not thinking about who’s lobbying on your behalf in Washington. In many calls with IRC leadership — sometimes long, scary “what happens next” type of calls — we knew forming a coalition would help make our voices heard and push hard for funding. 

What is your definition of what “New Normal” is going to be as our industry gets ready to continue to welcome back guests?

Most of us are dizzy from pivoting into new revenue streams. Some efforts, like national shipping, or cocktails to go, have taken root and look to be part of our future. At our restaurants, we’ve instituted a 20 percent service charge as an “equitable restaurant initiative” so that we can sustain the livelihoods of our employees. I think we may see more of that.

What is the ongoing message that we need our politicians in Congress to understand?

We’ve been told restaurants are the second largest private sector employer in the country, employing 11 million people directly and millions more along the supply chain. From dairy farms to vineyards right on through to our host stand, it’s a massive amount of labor and livelihoods that allows us to serve people. I think many elected officials have started to grasp the scale of our profession.

Tortazo Mexican cuisine Rick Bayless
Rick Bayless’ unique approach to Mexican cuisine has proven to be a big hit with guests in Chicago and Manhattan. (Photo Credit: Tortazo)

Your work on behalf of the IRC is the next step in a career long commitment to helping others. Can you share what went into the creation of the Frontera Farmer Foundation?

We created The Frontera Farmer Foundation in 2003 to attract support for small Midwestern farms. My wife Deann and I, along with our restaurants’ staff, created the Foundation out of our concern for struggling farmers and the importance of local produce to the vitality of Chicago’s culinary culture. Small local farms promote biodiversity by planting a wide range of produce, are more likely to operate using organic practices, and add immeasurably to the fabric of their communities. By their artisanal approach to agriculture, these farmers ensure the highest quality of food.

Nonprofit organizations devoted to the growth of sustainable farming are becoming more prevalent and necessary due to the increasing dominance of large corporations in the agricultural sector. Without small sustainable farmers, great local cuisine is unreachable.

What’s “real” as we move forward so that everybody wins: Bayless/Frontera staff and your customers? 

Because we’ve had an influx of new staff, we’ve had to double-down on our commitment to education. We expect our staff to know the elements of excellent service, as well as the details of our menu changes. We still want to blow people away when they sit down at our restaurants, but in order for that to happen we need to train our staff accordingly. We’ve always found that the time we invest in training comes back to us ten-fold, so we need to maintain that reputation. 

As we got through this “vax-police” phase, does it mean that besides national initiatives like the IRC that we need to be focused on our local state issues that seem to be mandated locally?

We are constantly trying to make the best, safest choices for our staff and guests, and to a large degree here in Chicago and Illinois we’ve been fortunate that our leaders have approached things with public health as the priority. 

Where did the idea come from for this wonderful upcoming IRC event? What role will you play? 

One of the opportunities our new remote world has presented is the chance to participate in classes and learn virtually. I’ve done a fair amount of those sessions for other groups, but not so much with my peers. So when IRC pitched the fundraising idea, I couldn’t wait to say “yes.” I’ll be stepping participants through the making of an Avocado-Tomatillo Salsa, then taking that right into a Green Shrimp Cocktail.

Do you see involvement of your peers with IRC, etc. as an obligation or a priority? 

I just want more people to join the fight. I’m so glad our coalition comprises some of the big names, as well as many of the unsung heroes of our craft. I understand many operators out there are managing their own dilemmas, but I want them to know the IRC wants to hear from them, now more than ever. 

Where did the idea come from for the Tortazo concept that you brought to New York last fall?

About 10 years ago, we launched our first unit at O’Hare Airport in Chicago. The concept was to work with a very small menu with everything made to order and full flavored which is not usually what you get in an airport. We then took the concept and decided it would make a great fast casual restaurant. 

So, we started with the guts of what we do at the airport, which is to give the diner a little more than they would expect. Remember when you work in an airport setting you are in a licensing agreement, so you have limited control over the operation. So our idea was to take the concept on the road and see if we could create a “fast casual plus” kind of place. 

We opened the first Tortazo at Willis Tower in Chicago, six weeks before the day in March of 2020 in which the Pandemic struck. Somehow even with just 15% office occupancy, the restaurant has done fine but we always knew that we wanted the second unit to be in New York. We found this spot in NoMad on 25th Street that we just fell in love with the rich demographic and the right neighborhood. So literally the week before the Pandemic, we signed the lease. Fortunately, although the Pandemic isn’t over, we are ready to begin to move forward. We are excited because Tortazo fits a lot of needs for people these days whether it’s delivery or ordering online and picking stuff up. 

How did you become interested in Mexican cooking? I understand you were a linguist before.

Well, I grew up in Oklahoma City and took my first trip to Mexico when I was 14. I did my undergraduate work in Spanish and Latin American culture and received my doctorate at the University of Michigan in linguistics. Then my wife Deann & I lived in Mexico for four years.

You were at the forefront of bringing Latino ingredients to America’s table. What enabled that transformation? 

It’s a combination of factors. First of all, we are a country that is ready to throw off the shackles of the European domination of cooking. We don’t feel we need to learn only European ways of cooking. America was open to learning that there was more out there than French cooking. We have thrown off those shackles. But you also have to understand who is doing the voting for this award. It is people well versed in the culinary field which includes past recipients. People in the forefront of American food & drink. People that are setting the example of what it means to be a chef. Also, we work very hard to make very good food, no matter what ethnicity. We didn’t set out thinking, “Oh, Mexican is popular right now… let’s open a Mexican food restaurant.” It’s not concept food. I’m not trying to create new cuisine. I do food that comes from my soul. I’m not going to open an Italian restaurant. It’s not something I picked out overnight.

Are there areas of Mexico whose foods are your favorites?

Probably Oaxacan. The food is most complex. It’s a land of different kinds of mojoles. The spicing is very generous, and that doesn’t necessarily mean chiles. Mexicans use them to add flavor, not heat. Chiles can range from completely mild to incendiary. There are only a few that don’t have a lot of flavor but just heat. Mexicans talk about flavors. That’s where you find mostly dried chiles.

Americans have expressed a strong preference for the flour tortilla over the corn tortilla. Why do you think that is?

Because they can’t get good corn tortillas. Americans eat flour tortillas, not Mexicans. You need to go to a specialty food restaurant in Mexico to be served four tortillas. Spaniards brought wheat flour to Mexico and turned it into an unleavened flatbread.

Corn tortillas must be baked and eaten right away. Nobody in America wants to hear about this. They want something they can put in their refrigerator for a couple of days. So, Americans usually haven’t had the chance to try them prepared in the proper way. It would be just like you were going to get a couple of day old French bread in France. There is nothing you can do with it. It’s a shame because corn tortillas are so infinitely superior to flour. There is no added fat or salt. Almost 100% grain. Flour tortillas are high in fat, salty usually refined flour.

What are your thoughts on the growth of Takeout & Delivery over the past two years?

Believe it or not, I’ve never even had a pizza delivered to my house! So thinking through the finer points of packaging our food for delivery and takeout was a really big deal for me. We carefully crafted reheating instructions and plating videos so people could feel like they weren’t getting another pile of lukewarm food. I think it makes a very big difference in the at-home experience. 

We’ve also aligned with an app called Dwell Social, which is like group ordering for the suburbs in Chicago. That’s been a great way to get our food out to people who, for whatever reasons, won’t travel downtown. Still the model doesn’t satisfy me that much. We need to offer much more than that with a place where people can come together. Not everybody has a lot of money to spend on dinner, but sometimes you just want to meet your friends and have a really good Margarita with fresh squeezed lime juice, good tequila and 100% agave. 

100% agave? 

Yes, we have always been very transparent about our ingredients. This started even before it became fashionable. People used to come into Frontera on Clark Street and ask us why we insisted on sharing where everything was from. I think it came from living in Mexico for a long time where everybody talked about it because it wasn’t just a commodity, it was a discussion about history and even the terrain. 

So, it’s always been important to us and is very overlooked in fast casual dining. If the customer is going to rely on us for their nutrition, we feel a sense of responsibility for you to know where your food is coming from and that we are supporting people that we want to support and that we aren’t just out there looking for the cheapest stuff available. 

What are your thoughts on the growth of the designer tequila industry in the US?

Ten years ago, there was no category of premium tequila. This whole category was developed in the US. By Mexican law, tequila must be made with 51% agave. If it is labeled premium tequila, it can only be made with blue agave, which can only be grown in 1 of 5 states (government controlled). The other 49% can be just distilled sugars. Super premium tequilas are made with no sugars and the distillate is 100% agave.

As you enter the New York City marketplace, you have had to bring an interesting approach to clustering multiple concepts in a neighborhood. 

When we opened Xoco twelve years ago in Chicago, it was a weird thing to put three restaurants together on one street. We had Frontera which was upscale casual sit down with really good service, and the Topolobampo with high end fine dining. But it always bothered me that there were people in the neighborhood that couldn’t afford to eat at either of them. So, I knew we needed to come up with a way to use the same ingredients and do it in a simple format. The challenge was how to do it by creating amenities and make it fun and affordable for all. That’s how our philosophy for Tortazo was created. 

Crystal Ball: what do you see for Rick and Frontera in 2022? The industry?

I’ve consistently told our staff we’re in the rebuilding phase, but that we’re not rebuilding back to who we were in 2019. Those days are gone for good, at least from an operational standpoint. So, we must look for new ways to stay financially sustainable and that means recalculating things like staffing, scheduling and hours of operation. How do we do the best with what we have? We’ll figure it out. That’s what we do.


To learn more about Rick Bayless, visit his website.

  • RATIONAL USA
  • Imperial Dade
  • T&S Brass Eversteel Pre-Rinse Units
  • BelGioioso Burrata
  • Atosa USA
  • Red Gold Sacramento
  • RAK Porcelain
  • Simplot Frozen Avocado
  • Texas Pete
  • Day & Nite
  • DAVO Sales Tax
  • Inline Plastics Safe-T-Chef
  • McKee Foodservice
  • AyrKing Mixstir