Family brings dining empire to cooking challenge

To be a third-generation family-owned-and-operated business in 2015 is really something. When that business is in restaurants - one of the most volatile among ventures - and it is successful to the point of being a mini-empire in the Midwest, one could say that's truly triumphant. Ala Carte Entertainment is a model of a company that is steeped in its family history with a careful eye on what drives modern-day diners to go out for a meal.

"We are the quintessential family business," explained Mark Hoffmann, co-owner of Ala Carte. "My grandfather was a European-trained chef in Germany and my father, Fred Hoffmann, started the company, opening the first Snuggery on the west side of Chicago in 1970. My father started the first ladies night where ladies could get a 25-cent drink. Our second location was in Edison Park, which is now a Moretti's, which has expanded in the area as a very community-oriented restaurant concept."

That community appeal drove Ala Carte to become a sponsor of the Daily Herald's Cook of the Week Challenge. "We always want to be part of anything new and creative," Hoffmann explained, "allowing us to flex our culinary muscle, exposing customers to our newest creations. We like to set trends in food and entertainment and we always strive to be part of the community." Ala Carte will serve Gnocchi Ala Vodka and Fresh Tomato and Basil Bruschetta at the event. Corporate Chef R&D Massimo Gaffo has served as a cook-off judge for Cook of the Week Challenge, and will offer an onstage presentation featuring fresh pasta.

"One of the newest additions to Moretti's menu is fresh homemade pasta at the newest location in Hoffman Estates. With every location we try to improve and upgrade the brand," Hoffmann said. (Hint: Try the fresh pasta of the day or the short-rib-stuffed ravioli and you'll be converted.)

Look for fresh pasta to be introduced to all Moretti's locations in the near future. You also can't go wrong with Moretti's ultra-popular pizza, a third-generation recipe that came right from Hoffmann's grandmother. The restaurants bake their pizzas in custom ovens specifically designed for the crust and the blend of five cheeses. "There's a lot of chemistry involved in our finished product. The cheese must age for a specific time to reach the proper moisture level and bake evenly," Hoffmann explained.

Even though Moretti's is known for its thin crust pie, through this past year, they have also recently redefined its deep dish pizza.

"It is truly a phenomenal Chicago style-deep dish pizza," Hoffmann said. Hoffmann is keen on the fact that Moretti's makes it easy for a family to dine out: Dad can order a slab of ribs, mom can get a chicken salad and the kids can get pizza. The whole Moretti's menu is reasonably priced, made from scratch with fresh ingredients, Hoffmann said. Unlike most pizza-concept restaurants, 60 percent of Moretti's orders are for items other than pizza, so people are loving all the food options. The restaurants do a brisk carry-out and delivery business and also cater any size party.

It's working like a charm because Ala Carte is going through its biggest growth phase, opening four new locations within a year.

The newest concept opening this month is Sweet Caroline's Crab-n-Que in Hoffman Estates next to Moretti's, a high-energy dining experience focused on the finest seasonal shellfish available and world-class low-and-slow barbecue. There will be a second Chandler's Chophouse and Banquet hall to come, opening in Hoffman Estates, with quality steaks and chops at a reasonable price - plus two more Moretti's in Rosemont and Morton Grove to follow.

Along with company growth, Ala Carte hangs tightly to the family core. "We can compete with the chains but we're still a family-owned business that is very hands-on and has pride in every plate that comes out of our kitchens," Hoffmann said. "We treat everyone who works for our company as family and offer a quality, value-driven product."

"My father has always been the main creative force in the company. We are very blessed. We live near each other, work together every day and I can only hope to be half the man he is someday. We both aspire to pass on the family business for many generations to follow," Hoffmann says.

For more information, visit www.aceplaceschicago.com.