
From
Ron Ruggless
of Nation's Restaurant News: Board members of the Distinguished
Restaurants of North America, or DiRoNA, voted on Monday to broaden
the group's membership from white-tablecloth restaurants to notable
independent casual-dining and even quick-service operators.
The expansion is the first change in DiRoNA's membership since the
group's founding in 1990, and comes as the fine-dining segment,
historically the group's focus, has suffered from economic
pressures and the closures of many legendary restaurants.
"This is a complete repositioning of DiRoNA to meet the economic
challenges," said Bill Hyde, chairman of DiRoNA. DiRoNA members
will now work within five U.S. regional councils, each headed by a
coordinator, to oversee inspection of potential candidates. There
are councils and coordinators from Canada and Mexico as well.
About 800 restaurants have been selected as DiRoNA members in the
group's 19 years, an honor typically defining quality in all
aspects of hospitality, from food to service.
"We had to have a growth strategy," Hyde said. "The DiRoNA model
had worked up until the last couple of years or so. Our growth
strategy was to broaden our member base by offering a membership
model that embraces diversity under the banner of 'Distinguished
Dining' without compromising the standards of excellence that have
kept the DiRoNA brand."
He said the changes broaden DiRoNA's positioning and consumer
appeal "while preserving our focus on consistent food quality,
exceptional service and community legacy."
"These are hallmarks of a truly unique dining experience and these
are what our DiRoNA members and DiRoNA patrons expect of us," Hyde
said.
DiRoNA will now make membership open in three categories, with the
first two subject to inspection by the group's representatives:
- "Timeless Traditional," which will remain for fine-dining
establishments open at least two years with dress codes and
extensive beverage lists.
- "Creative Casual," which will feature restaurants at least three
years old with noteworthy cuisine and in a notable atmosphere with
a "smart, casual" dress code.
- "Legendary Landmark," which includes restaurants at least 10
years old that are "deeply integrated into the cultural fabric of
the region" with celebrated menu offerings, a unique atmosphere and
media recognition.
Membership fees have been reduced from a "marketing fee" of $1,500
a year, to $400 a year for all categories.
The largest departure from the past is in the last category, which
will highlight "celebrated comfort food and legendary regional
fare." That is the only category that doesn't have to pass an
inspection, but nominations will be made by DiRoNA members and
restaurants must have local-media recognition.