Who would predict that a boy growing up in the Austrian Tyrol in the 1890s would make his fortune by selling Idaho baked potatoes? But that’s exactly what Dario Louis Toffenetti did. Born in 1889, he came to the U.S. in 1910, allegedly after being recruited to peddle ice cream from a cart in Cincinnati. Disillusioned with that project, he soon traveled westward, selling baked potatoes at a Wisconsin mining camp, then becoming a bus boy at the dining room of Chicago’s Sherman House. In 1914 he opened his first restaurant in Chicago.
He was ambitious and would quickly develop into a canny marketer. In 1916 he enrolled in night school at Northwestern University’s School of Commerce. In 1921 he opened his second restaurant, on S. Clark. At a time when advertising, marketing, and public relations were making giant leaps forward, he was quick to implement the latest tactics. He advertised heavily and “named” the food sold in his restaurants. When he promoted ham, it was not generic ham but “Roast Sugar Cured Ham” from packer Oscar Mayer. (“It’s no wonder these Ham Sandwiches make your mouth water! Oscar Mayer’s ‘Unusually Good’ Approved Hams are used.”) By 1937 he had six restaurants in the Chicago Loop under the name Toffenetti-Triangle.
According to accounts, “D. L.” wrote his own colorful advertising copy, such as, “These hams are cut from healthy young hogs grown in the sunshine on beautifully rolling Wisconsin farms where corn, barley, milk and acorns are unstintingly fed to them, producing that silken meat so rich in wonderful flavor.” Equally over the top was his copy for Idaho baked potatoes, with references to a “bulging beauty, grown in the ashes of extinct volcanoes, scrubbed and washed, then baked in a whirlwind of tempestuous fire until the shell crackles with brittleness…” Customers who had not previously eaten baked potatoes soon learned to ask for “an Idaho.” Another heavily promoted dish, “Old Fashioned Louisiana Strawberry Shortcake,” was “topped with pure, velvety whipped cream like puffs of snow.”
To build trust with an always-skeptical public, he featured himself in his ads (bald head and all), often adding his signature. In a 1930s Depression advertisement (pictured), he pledged to keep prices low without reducing quality. When Prohibition ended, he announced that he would serve beer, but not “in any fashion that might offend our most fastidious women patrons.”
Another factor in his success was winning catering contracts at two world’s fairs, Chicago in 1933 and New York in 1939-40. Following the NY fair he outbid Louis B. Mayer for an immensely valuable piece of Times Square real estate on the corner of 43rd and Broadway. He hired Skidmore, Owings & Merrill to design a two-story, glass-fronted moderne building (pictured), outfitted with an escalator and a show-off gleaming stainless steel kitchen. The restaurant served 8,500 meals on opening day.
Dario was president of the Chicago Restaurant Association for seven terms (1936-1943). After his death in 1962, the business was conducted by other Toffenetti family members until about 1980. The Times Square restaurant closed in 1968.
Unlike many other immigrant restaurant operators who were characterized (often unfairly) as running “holes in the wall,” Dario Toffenetti was celebrated by the organized restaurant industry as a model progressive restaurateur.
© Jan Whitaker, 2009
I always find it difficult to judge menus from the 19th century because our eating habits, food preferences, and food resources have changed considerably since then. It is difficult to decide whether any given menu is fine, average, or poor. The following menu was designed by a hotel steward (stewards were in charge of expenses) for a banquet in 1893. Almost certainly wines would have been served with the seven courses (which are Soup, Fish, Roast, Punch, Entree, Dessert, and Coffee).
It seems as though almost all of history’s food forces have cooperated to give cheese top billing in restaurant meals today. Only one cheesy custom failed to catch on, that of finishing a meal with cheese and fruit as was done in small French and Italian restaurants in the later 19th century. Craig Claiborne argued in 1965 that even the best New York restaurants didn’t know how to handle the cheese course. They had poor selections which tended to be old, overripe, or served too cold. One restaurant admitted their chef was in the habit of popping cheese straight from the fridge into the oven to soften it. Restaurateurs that Claiborne interviewed insisted that Americans didn’t like cheese after a meal. I’d agree that most prefer their after-dinner cheese in the form of cheesecake.
Cheese has been a staple food in American eating places probably since the first tavern opened. Regular meals were served only at stated hours but hungry customers could get cheese and crackers at the bar whatever the hour. For “Gentlemen en’passant,” the Union Coffee House in Boston promised in 1785 that it could always furnish the basics of life: oysters, English cheese, and London Porter. Across the river in Cambridge, the renowned 
Cheeseburgers were a product of the fast food industry of the 1920s, claimed as inventions by both the Rite Spot of Southern California and the Little Tavern of Louisville. Strange there aren’t thousands of other contenders because what was there to invent, really? Cheeseburgers were strongly associated with Southern California before WWII — Bob’s Big Boy of LA introduced cheeseburgers in 1937. Another step forward came in the 1930s when a bill was introduced in the Wisconsin legislature requiring restaurants and cafes to serve 2/3 oz. of Wisconsin cheese with every meal costing 25 cents or more. In the same decade Kraft Cheese was among major food producers providing restaurants with standardized recipe cards.
It was after WWII that cheese spread its melted gooeyness everywhere — on 
They are so clever and, yes, so corny in a circus-y way that revolving restaurants seem like they must be a product of American ingenuity – but they aren’t. The restaurant in Seattle’s 1962 World’s Fair Space Needle was not the first. Nor was it the second, third, or fourth. According to Chad Randl in A History of Buildings that Rotate, Swivel, and Pivot, the first revolving tower with a restaurant opened in 1959 in Dortmund, Germany. Sometime in 1961 came spinning restaurants in Frankfurt, Cairo, and Honolulu (pictured), in about that order.
The revolving building itself actually came earlier and was rather simple technologically. In 1898 a leading attraction in Yarmouth, a seaside resort in England, was a rotating observation tower on the beach. Decades later designer Norman Bel Geddes proposed a restaurant set atop a rotating column for the Chicago World’s Fair of 1933 (pictured). Unlike his, though, the design used by most restaurants features an interior ring containing the restaurant’s kitchen that does not rotate.
Despite being fairly easy to engineer and not really all that new, in the 1960s revolving buildings became symbols of progress. Often set atop communications towers, they were intended to help defray costs of tower construction and operation. Today, whether in towers or on hotel roofs (where they look like flying saucers that have landed), they continue to represent modernity in developing countries around the world. While North America has largely stopped building them or has shut down forever their little 1-HP motors, still they spin on in Kuala Lumpur, P’yongyang, and countless other places.
For diners gazing from on high – whether upon the Pyramids, distant mountains, or, more often, streets clogged with traffic – revolving restaurants are pleasant. Who doesn’t enjoy the feeling of god-like detachment while sipping a martini and surveying a cityscape? Yet, on the whole revolving restaurants are geared more to “peak” dining occasions than to the consumption of haute cuisine. Their forgettable yet expensive food has tended not to win them steady local trade. Plus, tackiness such as found in Florida hotels with Polynesian restaurants twirling in the sky, or “Certificates of Orbit” such as once were given out at Butlin’s Revolving Restaurant in London’s post office tower (detail pictured), have branded them cheesy tourist traps in many people’s minds.
What could be more starkly different from the somber coffee shops of today with their earnest and wired denizens than the beatnik coffeehouses of the 1950s? Could Starbucks be anything but square to the beat generation?
Although the word beatnik came into usage around 1958 (inspired partly by Sputnik), the phenomenon of dropping out of the “rat race” to lead an existentialist, non-consumerist life was part of the aftermath of World War II akin to the “Lost Generation” after World War I. The first coffeehouses sprang up in Greenwich Village in the late 1940s, but the beats weren’t averse to hanging out in cafeterias either — their “Paris sidewalk restaurant thing of the time.” When coffeehouses began levying cover charges for performances, beatniks tended to drop out of them too.
The heyday of the coffeehouse was the late 1950s into the early 1960s. Few did much cooking so they weren’t restaurants in the true sense, but many of them offered light food such as salami sandwiches (on exotic Italian bread) and cheesecake, along with “Espresso Romano,” the most expensive coffee ever seen in the U.S. up til then. Of course the charge for coffee was more a rent payment than anything else since patrons sat around for hours while consuming very little. Other then-unfamiliar food offerings included cannolis at La Gabbia (The Birdcage) in Queens, Swiss cuisine at Alberto’s in Westwood CA, Irish stew at Coffee ’n’ Confusion in D.C., les fromages at Café Oblique in Chicago, “Suffering Bastard Sundaes” at The Bizarre in Greenwich Village, and snacks such as chocolate-covered ants and caterpillars at the Green Spider in Denver.
As the decade starts there are over 19,000 restaurant keepers, a number overshadowed by more than 71,000 saloon keepers, many of whom also serve food for free or at nominal cost. The institution of the “free lunch” has become so well entrenched that an industry develops to supply saloons with prepared food. As big cities grow, the number of restaurants swells, with most located in New York, Pennsylvania, Illinois, Massachusetts, and the Midwest where young single workers live in rooming houses that do not provide meals. Southern states and the thinly populated West, apart from California, have few restaurants.
Near the decade’s end, the “Gay 90s” commence and those who are able and so inclined pursue the good life, which increasingly includes going to restaurants for the evening. It is still considered somewhat disreputable to do this, so some people go out to dinner only when visiting another city.
1893 A drunken man fires five shots into 
1895 Competition from cafés and restaurants in Massachusetts has just about wiped out the old boarding houses where renters had all their meals supplied. One reason is that people prefer restaurants because they get to choose what and when they eat. – Boston’s Marston restaurant, established by sea captain Russell Marston in the 1840s, opens a women’s lunch room on Hanover Street.
Where could you — once upon a time – enjoy European pastries, cinnamon toast, and ice cream soda while you hugged a teddy bear? Rumpelmayer’s, of course. A very popular rendezvous for pampered New York children after a visit to the zoo or the ballet. I suppose adults could hug the bears too, but Rumpelmayer’s sweetness – its confections, pink walls, and shelves of stuffed toys — might close in on you if you didn’t hold fast to some grown-up habits such as cigarettes and highballs.
Rumpelmayer’s tea and pastry café began its Manhattan life in 1930 in the new Hotel St. Moritz on the corner of Central Park South and Sixth Avenue. The hotel almost immediately went into foreclosure though it continued in business. Oh, happy day when Repeal commenced in December of 1933 and the St. Moritz announced, “In Rumpelmayer’s, as in the Grill, we will feature a number of bartenders with Perambulating Bars, for serving mixed drinks.” Bars might be everywhere, but Rumpelmayer’s other attractions were not. For decades it provided a jolly spot for children’s birthday parties, lunches, late Sunday breakfasts, and afternoon teas and hot chocolates. It closed around 1998.
Always proud of its continental delicacies, New York’s Rumpelmayer’s was related (exactly how I’m not sure) to sister tea shops in London, Paris, and on the Riviera. The original Rumpelmayer’s was begun by an Austrian pastry cook in the German resort town of Baden-Baden in the last quarter of the nineteenth century. It then followed its Russian clientele to Cannes and Nice, then later to Mentone and Monte Carlo. In 1903 a shop was opened on Paris’s Rue de Rivoli (pictured, somewhat later) and in 1907 on St. James Street in London. Parisians, infected by Anglomania in the early 20th century, eagerly adopted the afternoon tea custom, in this case reputedly known as having a feeve o’clock-air at “Rumpie’s.” Though it was rated slightly less chic than the Ritz, it attracted mobs of fashionably dressed women who paraded their outfits up to the counter where, according to custom, they speared their chosen pastries with a fork.
The restaurant business didn’t get much respect until it was sharply disconnected from drinking and put on a business-like footing in the Prohibition era of the 
Since the 35th anniversary of Richard M. Nixon’s 1974 resignation from the presidency was commemorated this past weekend, it’s as good a time as any to focus on his brother Donald’s brief career as a restaurateur in Southern California. In the short span of five years in the 1950s, Don managed to go out of business while doing some serious damage to brother Richard’s political fortunes.
The chain of five Nixon’s restaurants began modestly in 1943 when the Nixon family’s grocery store, established in 1922 by father Francis Nixon in Whittier, added a coffee shop. Although Don was involved in running the coffee shop, his first real business venture took place in 1952 when he opened a drive-in on East Whittier Blvd. (shown above). Two years later he opened Nixon’s Family Restaurant, also on East Whittier, home of the “Nixon Burger” whose unfortunate, opportunistic name would be used to taunt Richard Nixon during his two terms as President. Next Don opened a drive-in near Disneyland, in Anaheim, and a restaurant and bakery in Fullerton. In 1957, despite the Hughes loan and proceeds from the sale of Nixon’s Market to a supermarket chain, Don Nixon put all five restaurants up for sale to settle the chain’s debts.
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Restaurant-ing through history 